1. Mobile
Marke,ng
Trends
2014
Rob
Thurner
Founding
Partner
Burner
Mobile
Mobile
marke,ng
techniques
to
apply
for
success
in
2014
Digital
Marke,ng
Priori,es
2014
Brought
to
you
by:
#PlanToSucceed
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2. About SmartInsights.com
Actionable Marketing Advice
Recommended channel hub page:
SmartInsights.com/
2

3. Rob Thurner
@burner_mobile
Mobile consultant, author, trainer, speaker
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20 years digital and traditional marketing experience, 10 years in
mobile
Founder, Burner Mobile
- Consultancy projects, white papers, keynotes in Europe & USA
Author
- 10 key decisions for mCommerce success (commissioned)
- Winning with Mobile - Creating a strategy for Mobile Marketing,
Mobile,Commerce and Mobile CRM. Download from Amazon
Digital Tutor and Trainer in Europe and USA
Mobile clients
3

4. #1 Time to grasp the big picture!
“Rapid ramp of mobile
internet usage will be
a boon to consumers
and some companies
will likely win big
(potentially very big)
while many will wonder
what just happened.”
Mary Meeker,
Kleiner Perkins Caufield & Byers
Venture Capitalist, Silicon Valley
4

5. Poll # 1
¥ What’s the role of mobile in your 2014 plans?
a)
b)
c)
d)
e)
Customer acquisition
CRM and loyalty
mCommerce
All the above
Not sure
5

6. “Omni-channel challenge”
SINGLE
CHANNEL
CROSS
CHANNEL
OMNI
CHANNEL
60%
of
retailers
list
omni-­‐channel
as
their
top
business
priority
for
2013
6

7. Mobile shoppers spend more
Source:
Google
Shopper
MarkeJng
Agency
Council
7

8. In-store – are you ready?
84%
OF
SMARTPHONE
OWNERS
USE
THEIR
DEVICE
WHILE
SHOPPING
Offers
44%
Prices
44%
Locate
58%
Information
31%
Source:
Google
Shopper
MarkeJng
Agency
Council
8

9. #2 Develop a robust mobile strategy
Source:
Smart
Insights
/
Burner
Mobile
9

10. Most focus on customer acquisition
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC
Source: Burner Mobile
10

11. Bigger opportunity for long term loyalty
Mobile
advertising
Basic appdevelopment
Social
Mobile
Mobile PPC
Data
Integration
Messaging
Coupons
CRM &
Loyalty
Programmes
Source: Burner Mobile
11

12. Allocate resource and budget
Source:
Smart
Insights
/
Burner
Mobile
12

13. Adapting might even involve ‘stepping
on some toes’
VIDEO
Alexander von
Schirmeister - He
gave mobile
commerce unit
absolute
“Our CEO created a lot of internal unrest several years ago
permission to step
when he created a mobile commerce unit. He gave that
on toes
mobile commerce unit12.26-13.50
permission to step on other
absolute
functions’ toes…
eBay would not have been successful if that team hadn’t
told everyone else to sod off.”
Alex Von Schirmeister, VP of Marketing, Operations & Advertising eBay13
Europe

14. What are your investment plans for 2014?
“Our mobile spend is probably
at 5%. It should be around
15-20% of our overall spend.
We will migrate this over the
next couple of years”
Joseph Tripodi, CMO,
Coca Cola, Sept 2013
14

15. Poll # 2
¥ Which stakeholders understand your mobile
plans for 2014
a)
b)
c)
d)
e)
The Board
Marketing
Sales
Data and insights
Not sure
15

16. #3 Track behaviour & customer journeys
16

17. Multiple screen adoption
Source: Google
17

18. Tablets for “relaxed creativity”
Why
did
you
choose
to
use
this
device
as
opposed
to
another
device?
49%
Easiest for me to pick-up
37%
Fastest at giving me what I need
37%
Screen/interface is easier to use
Preferred
functionality
32%
What I need in format I prefer
31%
Always prefer to use this device
27%
Has apps/programmes I prefer
18%
Habit
7%
Offers greatest privacy
No other devices were available at the
6%
time
5%
Cheaper for accessing the Internet
Source: IAB UK / sparkler
18

19. Mobile demands permission!
“Mobile
users
invest
their
own
Jme
creaJng
their
own
devices,
with
personalised
wallpapers,
games
and
apps.
When
consumers
have
invested
their
Jme
creaJng
their
mobile
device,
they
don’t
want
to
be
hijacked
…
“You
can
parJcipate
as
a
brand,
join
in
with
my
mobile
place,
but
don’t
invade
it
with
foreign
things
that
I
didn’t
pick
to
be
there”
Richard
Eyre,
Chairman,
IAB
UK
19

20. #4 User Experience is paramount
20

21. #5 Optimised sites maximise engagement
21

22. FT HTML5 use case
22

23. Mobile web – responsive or adaptive?
¥ Three approaches commonly used across the web that
address multi-device users and allow for content
customisation based on user context:
Separate
mobile URLs
Responsive
web design
Dynamically serving
different HTML on
same URL
23

24. Responsive web design
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Responsive web design (RWD) optimizes your site experience across
different screen sizes without creating multiple websites
Using CSS and JavaScript templates, a responsive site immediately
adjusts images, layouts and content based on screen size of device
Source: theknowledgeengineers
24

25. Adaptive web design
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Webservers detect what device customer is using and serve up
custom pages (HTML + CSS) on the same URL
Changing the content you serve to fit device requires some
customization (e.g. style sheets) that need to be maintained on a
per device basis
Source: theknowledgeengineers
25

26. Poll # 3
¥ Is you site mobile optimised?
a)
b)
c)
d)
Yes – responsive design
Yes – adaptive design
Not yet
Not sure
26

27. #6 What’s the rationale for an(other) app?
¥
Be honest about whether you need an App or should focus on
mobilising the site: what’s the consumer benefit?
¥
Make full use of the handset’s native functionality
¥
Assess the App revenue model
¥
Promote to achieve standout and repeat use
¥
Set out roadmap for App development
¥
Set and monitor success measures beyond the download
27

28. Preference of app over web?
London Olympics 2012:
Mobile App Usage vs Mobile Web Usage
Share of page views/
Mobile events
Share of time spent
Mobile
web
80%
App
usage
Source: Nielsen, 2012
94%
28

29. Drive app usage - push notifications
Her
profile
Your
content
• Timely
• Preferences
• LocaJon
• Relevant
• Behaviour
• Useful
• LocaJon
history
Results
10
x
greater
response
rate
than
email
8
x
faster
bookings
compared
to
other
channels
4
x
app
engagement
for
push
v
non-­‐push
sample
29

30. App push notifications - targeting
Current location
User preferences
Location history
Mobile behaviors
Data integrations
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
Favorites
Purchases
Device info
CRM
POS
30

31. App push targeting - by segment
Use existing content
Make offers more
actionable
Source: Urban Airship
Enable customers to
add offers to Passbook
31

32. App push targeting - by location
Macy’s!
The Burberry Store Opening
Event is today in the Macy's
Herald Square Store!"
Use location, preferences,
and purchasing history to
segment audiences
Delight users with highly
contextual messages
Source: Urban Airship
Encourage in-store
visits
32

33. #7 Make search quick & easy
… 50% of mobile sessions start with search
33

34. #7 Mobile SEO – deep linking please!
34

35. #7 Mobile PPC – bid aggressively!
¥ Google Adwords enables specific targeting
¥ More limited inventory and specific targeting options –
bid higher on mobile
¥ Be prepared to bid 2x higher to get on the first page of
search results
¥ Compete to have your ad served on 5 ad spots vs 10 for
desktop
35

36. #8 Google Mobile Adword extensions
36

37. #8 Mobile ads – microtargeting
Target
Burberry
specific
target
demographic
in
terms
of
income,
occupa,on
type,
gender
and
age.
Source: AdMaxim
37

38. #8 Mobile ads – dynamic
performance optimisation
¥ Geo- targeted to London only
¥ System optimises automatically to best performing locations
within London
Source: AdMaxim
38

39. Driving traffic – behavioural targeting
Collect
Consumer
Behavior
Data
Observe consumer
interests across all sites in
the AdMaxim N/W
Deliver Ad
Ad is delivered to visitors
wherever they appear in the
network based on relevance
and campaign targeting
parameters
Data Mining
+ Business
Rules
AFFLUENT LONDONERS
FASHION LOVERS
Behaviors are analyzed and
modeled into AdMaxim
behavioral segments
Select Right
Segment
Segment(s) are selected that
meet campaign goals or
custom segment(s) are built
39
39

40. #9 Connecting
loyalty + location + payment
¥
¥
¥
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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
40

41. #9 NFC = Not For Commerce? For Loyalty?
41

42. #10 Conversion Rate Optimisation
… constant improvement
Source: eibDIGITAL
42

43. Performance optimisation - Amazon
Source: eibDIGITAL
43

44. Summary
¥ Mobile = acquisition + loyalty + conversion
¥ Create and meet needs of mobile personas as basis for
behavioural targeting
¥ Good UX is vital for engagement and referral
¥ Assess and fine tune traffic drivers
¥ Test, measure, analyse, learn, adapt
44

45. Mobile resource – Amazon ebook
To
order
your
copy,
Text
KNOWLEDGE
+
your
email
address
to
88600
Or
search
for
Winning
with
Mobile
45

46. Thank you for your time
Any questions?
rob@burnermobile.com
07793
804419
@burner_mobile
46