Striking Gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers

transcript

Striking Gold!

http://www.pmt.net.au/guide-gold-prospecting/

How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers

Your Speakers Today...

Paul BrownBusiness Development Manager

PBrown@affili.netwww.affili.net

Guenole le GallHead of Mobile

Guenole.LeGall@intela.comwww.intela.com

James BottHead of Business Development

James.Bott@mcsaatchimobile.comwww.mcsaatchimobile.com

Agenda

• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up

#A4UIT5

Many of us have been talking about mobile marketing for

yearshttp://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html

http://www.pxleyes.com/images/contests/old-town

“There’s gold in them hills”

In the beginning the tools let us down

http://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx

Does anybody remember this advert?

Since then the tools have improved

http://www.flickr.com/photos/lukew/7382515746

...And some pioneering businesses have started to make mobile marketing work

2xSpotify mobile users convert from FREE to paying subscribers at twice the rate of desktop users

Mobile Friendly Sites Report, Mongoose Metrics (2012)

3xDebenhams omni-channel (includes mobile) customers spent three times more than in-store only customers

£6.4 eBay expects to drive over six billion pounds worth of mobile transactions globally in 2012

So its gold rush time?

Not exactly...

10%Of the top 1 million Quantcast domains are mobile optimisedO

Mobile Friendly Sites Report, Mongoose Metrics (2012)

This is bad news as existing online consumers are time shifting...

Print Radio TV Desktop Internet Mobile

2010 2011

Average Time (mins) Spent in Media, USA

TV, Mobile See Gains in Viewing Time, eMarketer (2011)

And a significant number of people are only reachable by these devices

22%Of UK mobile Internet users never or infrequently use the desktop internetA

The Mobile Only Internet Generation, On Device Research (2010)

And a significant number of people are only reachable by these devices

9.2mBased on current 3G connections that equates to A

2012 Internet Trends, KPCB (2012)

What’s holding things up?

http://cobaltpm.com/prevent-project-team-members-from-procrastinating

There are various reasons why mobile may not be gaining ground in

your business• You don’t have a business case for the investment• Its new, you need to fit ideas within your wider

strategy• There are financial or technical resource barriers• Political unrest (i.e. Store price matching)• Fear

Does this remind you of the late 90’s?

http://thefilminformant.com/2001/06/startup-com-poster-1/

Do we need a website?

How do I monetise?

Agenda

#A4UIT5

The 3 principles of mobile web app development

Think:

1. Performance2. Interaction3. Enhancement4. Ranking

I had to remove the section on ‘Ranking’ for the a4u Expo event due to

time limitations. You

can find the content in the Appendices

1. Performance

When you do mobile every second counts

58%mobile device users expect sites to load as fast as they do on the desktop

Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)

3+ If your site takes more than 3 seconds to load, up to 40% will abandonS

When you do mobile every second counts

Lets meet a mobile performance pioneer..

6 Before its performance optimisation project completed pages took more than the recommended time to load

1.2 After the development work pages loaded 5x faster!

+12%This scored a significant revenue increase

How can you achieve Web Performance Optimisation (WPO) success?

Things to ask your developer, or to think about if you are a developer

• Minimise HTTP requests for “1st loaders”• Cache what you can• Gzip any text responses such as CSS & JavaScript• Load CSS in at the page head• Load scripts at the bottom of the page

2. Interaction

http://www.coloribus.com/adsarchive/tv-commercials/iphone-4-smile-13767705/

Form design Challenge 1: Limited Keypad

Asking users to switch between Alpha & Numeric modes keypad modes can be a pain on a multi-field form

Form design Challenge 2: Field Zoom

iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned

Form design Challenge 3: Long Lists

Because mobile devices have smaller screens, lists of data are selected via specific UI elements, such as spinning selector in iOS.

This is not the best experience for long lists.

Which brand has successfully leverage the interaction principle?

Orbitz spreads its ‘mobile magic’ throughout a redesigned m-commerce site, InternetRetailer.com

(2012)

2xOrbitz recent mobile optimised redesign incorporates the best practices discussed + others. After launch conversion rate doubled!

3. Enhancement

http://news.cnet.com/8301-17938_105-20077581-1/little-iphone-big-lenses/

“Making Web pages is like having a party: you invite people you like. But you never know who will show up”

Thomas Maslen, BBC Developer

“An escalator can never break: it can only become

stairs”

Mitch Hedberg

http://www.pxleyes.com/images/contests/old-town

“My business has a 3 year platform contract and is tied to legacy

systems...”Right now I cannot be mobile first

What are my options?

• Volunteer to do some scoping, give the topic profile

• As if you can form a working group to build team skills

• Aim for a separate well designed mobile site• Failing that, tweak for graceful degradation

Progressing Enhancement: The Ingredients

• Amazing Content!• Semantic structure (XHTML)• Cool Responsive Design (CSS)• Various Behaviours (JavaScript)

Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)

BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)

24HD Live streams made 2,500 hours of Olympic content available across Desktop, Mobile, Tablet & Connected TV (Red Button)

Its The BBC After 90 years it is still a pioneer!

Of weekend browsers accessed the BBC’s London 2012 content via mobile devices

requests from mobiles for video throughout the Games!

Thanks for listening to section 1,do you have any questions?

Paul BrownBusiness Development

pbrown@affili,net+44 (0)207 067 2492+44 (0)7803 147 738

Agenda

#A4UIT5

Mobile Monetisation: The Publisher, point of view:

1. You are a Publisher, you are already in the Mobile business

2. Why we recommend you to adopt a performance business model on Mobile?

3. How you can resolve the oversupply challenge?

You are a Publisher, you are already in the

Mobile Business

More than 20% of the audience of any website is now coming from a mobile device. It will be more than 50% in less than 2 years

2008 2012 20140%

Mobile Desktop

Currently about 36% of emails are opened with a mobile device

United Kingdom

USA Canada Australia Spain France0%

% of Mobile Openers

At Intela we are sending 30 to 40 million emails a day and we have : 45% of Mobile openers in UK 42% in US 43% in Canada 40% in Australia 29% in Spain 23% in France

Your need to consider Mobile for your social media strategy:

On 1 Billion active users on Facebook, 600 Million are already Mobile active users

Facebook represent 70% of all the traffic for some carriers

Facebook members

Mobile Desktop

Develop your Mobile Strategy: develop you Mobile Website & also develop your Mobile Application:

The major part of the audience available on Adnetworks is coming from Application

40% Webapps 60% Applications up to 85%

Why we recommend you to adopt a performance

business model on Mobile?

If you are a Premium Publisher, if you can provide targeting, if you propose rich media solutions for advertising

(Games, Video, Interactive banners…) you can probablysell all your inventory on CPM / CPC

But if your not a Premium Publisher, especially on the Mobile you need to consider to work on a performance business model.

And in this case the following information are important :

1. The Mobile Inventory is already huge and is increasing extremely fast. The part of the unsold inventory would be more and more important.

2. The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns

3. The eCPM on mobile is for the moment 5 time lower than on the Web. It will take 2 to 3 years to catch up Web eCPM

The Mobile Inventory is already huge and is increasing extremely fast.

The part of the unsold inventory would be more and more important.

Worldwide Smartphone numbers in millions (Flurry)

+700% In less than 2 years

The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns

TV Print Web Radio Mobile

Source KPCB

TIME SPENT PER MEDIA

AD SPEND PER MEDIA

2011 U.S. Ad Spending vs. Consumer Time Spent by Media

The eCPM on mobile is for the moment 5 time lower than on the Web and It will certainly take 2 to 3 years to catch up Web eCPM

In the performance space how can you resolve the oversupply challenge?

Delight your clients:

Innovate

Create perceived value for the client

Avoid imitations

Don’t be temped to do it yourself

Apple’s consistent message is, “Surprise and delight your users.”

Target, target & retarget:

OS, Device, Geo targeting, Network, Carrier, demographic…

Use behavioral targeting & CRM

Use retargeting

Mobile Commerce

Mobile Lead Generation

Mobile Application

Mobile Content

Use the right campaigns to monetize your traffic

Conclusion

1. You already have an important Mobile audience, monetize it!

2. Think your Mobile monetization on a performance basis

3. Create your own Mobile services & develop your Mobile Strategy

Thank you for your time

Are there any questions from the floor?

Guenole le GallHead of Mobile

Guenole.LeGall@intela.comwww.intela.com

Agenda

#A4UIT5

UK smartphone penetration is at in the 52%

This peaks to 75% among those aged 18-29

On average UK users have 25 apps installed on their device

9 apps have been used in the last 30 days and 8 apps having been paid for.

The market

78% of UK consumers said they would not leave their home without their smartphone.

21% said they would rather give up their TV or computer than their smartphone.

76% use their smartphone to browse the internet, 67% used an app.

52% use their device to go online ‘multiple times’ per day.

22% of users said that they ‘noticed ads on their mobile’ either all of the time or most of the time - 38% while on a website 35% on a search engine and in an app.

What are we doing on our mobiles?

Mobile campaign Effectiveness

Mobile Online

We hear the word "addiction" a lot in reference to mobile phones.

Users report a need to begin and end their day with their phone and admit having an addiction to them -

whether for gaming, texting, shopping, connecting with a

community, or accessing endless information.

For marketers, there is a real opportunity to engage with consumers in this personalised,

highly interactive environment.

So how do you reach,

Acquire and engage them?

Premium Publishers

Broad reachAd networks

Affiliate networks

Wi-finetworks

Reach…

Downloads are vanity sales are sanity

• How people found your app or mobile site?• How many downloaded?• How many opened after download?• How many users purchased / subscribed / played /

engaged? • How many times?

Acquire…

Use online and offline learnings to give them what they want

Ensure that you have a clear proposition

Ensure that you have a smooth user journey

User engaging content

Give them a reason to come back

Don’t over-complicate!

Engage…

www.mcsaatchimobile.com

LONDON - NEW YORK - LOS ANGELES – JOHANNESBURG - CAPE TOWN – SYDNEY - PARIS

Thank you.That’s the end of this section, any questions?

James.Bott@mcsaatchimobile.com

Agenda

#A4UIT5

That’s all Folks

Watch out for this deck on

http://www.slideshare.net/a4uexpo

Appendices

Further Reading: The 3 Principles of Mobile Web Development

• http://www.stevesouders.com/blog - The speed king, Steve provides deep technical incite into going faster

• http://www.uxbooth.com – This collective of authors share common sense tips that will make you site more engaging and therefore more sticky.

• http://www.lukew.com/ff/ - Great articles and notes on Responsive Web Design & Progressive Enhancement

Further Reading: Mobile Monetisation: The Publisher Point of View

• http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012- Mary Meekers 2012 review on the state of the Internet. Delivered at the AllThingsD, D10 conference.

• http://www.opera.com/sma/2012/q2/ - Interesting review of which mobile ad formats are trending

• http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcinbo))/Article.aspx?R=1009316 – Review of which platforms offer the best monetisation potential

Further Reading: Reaching your Audience through Mobile

• http://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf - Detailed consumer research conducted by IPSOS into consumer behaviour

• http://boletines.prisadigital.com/MobileShop.pdf - A look at what consumers really want from their mobile shopping experience.

4. Ranking

Separate mobile site vs. a multi-device site on the same domain

In reality both can work...

• The search engines recommend

• Links to mobile pages can add to desktop authority

• Likely to be no redirects which can mean a faster mobile experience

• Often easier to implement

• With Canonical link refs duplicate content need not be an issue

• It may be easier to serve mobile devices different content

http:/www.domain.com

http:/m.domain.com

Should we be publishing & optimising the same content for

mobile devices?

Possibly not...What about local?

http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

Mobile Instant Preview allows the user to visually compare you to the

competition

http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

Most Android users will see personalised search results because

they are logged in