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

2. Rob Thurner
Mobile consultant, trainer, speaker, author
 20 years digital and traditional marketing experience
 Digital, Tutor and Trainer
- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers
 Founder, Burner Mobile
- Consultancy, white papers, keynotes
 Author
- 10 key decisions for mCommerce success
- 7 steps for mobile marketing success
 Mobile clients
- Amex, Barclaycard, RBS, British Airways, Jaguar
- M&S, John Lewis Partnership, Heineken, GSK © Mobile Training Academy 2013

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

4. #1 Start with the consumer!
Understand mobile behaviour trends
© 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
Align Assess
stakeholders to mainstream and
develop mobile future mobile
culture landscape
Select and Integrate with
manage mobile comms & data
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 UX / content
experience
© Mobile Training Academy 2013

11. #5 App focus on UX / navigation
© Mobile Training Academy 2013

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

13. #6 Make discovery quick & engaging
… deliver standout in competitive sector
Change in industry sector mobile display market shares 2011 to H1
2012 © 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
 Check and charge up your Starbucks
Card
 Pay with your iPhone or iPod Touch
at U.S. Starbucks stores
 Locate a mobile payment Starbucks
near you
 Track your Starbucks Rewards
program
© Mobile Training Academy 2013

16. #8 Be realistic about 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
 Companies with a structured approach to conversion
are twice as likely to have seen a large increase in sales
 Technology is no longer the major barrier preventing companies
from improving conversion rates
 The challenge is becoming one of people and processes
Source: Econsultancy / Red Eye
http://econsultancy.com/uk/reports/conversion-rate-optimization-report
© Mobile Training Academy 2013

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

20. 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 – Q&A 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

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