1. !
Mobile Marketing Priorities for 2013
Building mobile into your business strategy
Rob Thurner
!
Founding Partner
!
Mobile Training Academy
!
17 Jan 2013!

2. Rob Thurner
Mobile consultant, trainer, speaker, author
Ø 20
years
digital
and
tradi/onal
marke/ng
experience
Ø Digital,
Tutor
and
Trainer
-­‐
Mobile
Training
Academy,
IDM,
IAB,
IPM,
Econsultancy,
Emarketeers
Ø Founder,
Burner
Mobile
-­‐
Consultancy,
white
papers,
keynotes
Ø Author
-­‐
10
key
decisions
for
mCommerce
success
-­‐
7
steps
for
mobile
marke/ng
success
Ø Mobile
clients
-­‐
Amex,
Barclaycard,
Bri/sh
Airways,
Jaguar
-­‐
MS,
John
Lewis
Partnership,
Heineken,
GSK
©
Mobile
Training
Academy
2013

3. Mobile Training Academy
Ø Bespoke,
in-­‐house
training
developed
and
delivered
by
a
team
of
hand
picked
experts
with
hands-­‐on,
UK
and
global
exper/se
Ø MTA
team
partners
already
commiTed
©
Mobile
Training
Academy
2013

4. #1 Start with the consumer!
Create mobile personas
Tribal drinkers Career guys Routine strugglers
Buzz seekers Regular blokes Detached moderates
Party girls Male traditionalists Careful females
©
Mobile
Training
Academy
2013

5. #1 Start with the consumer!
Match your offering to their mobile behaviour
Messaging
Mobile sites
Apps
Social Location
Mobile ads
Mobile search
mCommerce
Codes coupons
©
Mobile
Training
Academy
2013

6. #2 Build mobile into business strategy
! … Board level agenda item
Business
Objectives
Assess
Align stakeholders
mainstream and
to develop mobile
future mobile
culture
landscape
Integrate with
Select and manage
comms data
mobile partners
strategies
©
Mobile
Training
Academy
2013

7. #3 Mobile through the customer journey
! … working through the purchase funnel
©
Smart
Insights
/
Burner
Mobile
2013

8. #4 Optimise your site!
… 4 seconds or bounce and never return
©
Mobile
Training
Academy
2013

9. #4 Optimise your site!
… HTML5 success stories
©
Mobile
Training
Academy
2013

10. #5 App focus on user experience!
… over form and function
©
Mobile
Training
Academy
2013

11. #5 App focus on user experience!
… mobile users won’t tolerate rubbish
Are
Audi
A4s
really
that
horrible
to
...drives like
drive?
there is a
drunk behind
the wheel
I
feel
ripped
off
–
even
though
the
game
was
free!
Just
like
a
real
A4
–
it’s
boring
and
tedious

12. #6 Make discovery quick engaging!
… 50% of mobile sessions start with search

13. #6 Make discovery quick engaging!
! … rich media, micro-targeting
©
Mobile
Training
Academy
2013

14. #7 Build long-term loyalty with mobile!
… time location based data trail so test learn
Source:
Weve
©
Mobile
Training
Academy
2013

15. #7 Build long-term loyalty with mobile
… focus on ease, convenience, personalisation
Ø Check
and
charge
up
your
Starbucks
Card
Ø Pay
with
your
iPhone
or
iPod
Touch
at
U.S.
Starbucks
stores
Ø Locate
a
mobile
payment
Starbucks
near
you
Ø Track
your
Starbucks
Rewards
program
©
Mobile
Training
Academy
2013

16. #8 Keep an eye on mobile payments
… manage expectations!!
©
Mobile
Training
Academy
2013

17. #9 Conversion Rate Optimisation !
! … constant improvement!
©
Mobile
Training
Academy
2013

18. #9 Conversion Rate Optimisation !
! !… address people and processes!
Ø More
than
two-­‐thirds
of
sample
are
not
designing
their
websites
(70%)
and
marke/ng
emails
(84%)
for
either
mobile
phones
or
tablets
Ø Companies
with
a
structured
approach
to
conversion
are
twice
as
likely
to
have
seen
a
large
increase
in
sales
Ø Technology
is
no
longer
the
major
barrier
preven/ng
companies
from
improving
conversion
rates
Ø The
challenge
is
becoming
one
of
people
and
processes
Source:
Econsultancy
/
Red
Eye
hTp://econsultancy.com/uk/reports/conversion-­‐rate-­‐op/miza/on-­‐report
©
Mobile
Training
Academy
2013

19. #10 Win board level support
! … mobile disrupts and transforms !
©
Smart
Insights
/
Burner
Mobile
2013

20. #10 Win board level support
! … mobile disrupts and transforms !
Email
DM
Press
ads
Mobile
Acquisi/on,
CRM
and
Transac/on
Website
Mobile
banner
ads
Social
media
©
Mobile
Training
Academy
2013

21. Summary!
Ø Deploy
mobile
to
deliver
business
objec5ves
Ø Create
and
meet
needs
of
mobile
personas
as
basis
for
behavioural
targe/ng
Ø Good
UX
is
vital
for
engagement
and
referral
Ø Integrated
mobile
into
comms
planning
and
merge
data
Ø Manage
expecta5ons:
benchmarks
for
budgets,
/mings,
likely
results,
ROI
Ø Win
Board
level
support
Ø Test,
measure,
analyse,
learn,
adapt
©
Mobile
Training
Academy
2013

22. Mobile resources!
Site
Content
www.mobilemarketingmagazine.com
News, case studies, awards
www.iabuk.net
Case studies, white papers
www.smartinsights.com
Digital strategy, analytics, blog
www.burnermobile.com
Blog, market analysis
The Mobile Playbook
Google guide – winning with mobile
Our Mobile Planet
Google – QA on mobile consumers
Google Mobile Ads Blog
Google blog on mobile advertising
www.flurry.com
Metrics, apps
www.comscore.com
Mobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)
Summary at
https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
©
Mobile
Training
Academy
2013

23. Thank
you
for
your
/me
For
the
deck
Text
KNOWLEDGE
and
YOUR
EMAIL
to
88600
robthurner@mobiletrainingacademy.com
M:
+44
7793
804419
@MTAMobile