9th November, 2011

Presented by

James Gurd

M-commerce Innovation Briefing

Using mobile marketing to create buzz and drive sales

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Mobile’s here… no wait, it’s coming.

But it is finally here:

M-commerce only 2% of e-commerce in 2011 but expected to rise to 7% by 2016. (Source: Forrester, June 2011)

77% world‟s population are mobile subscribers (5.3bn).

Mobile searches have quadrupled in last year – 1 in 3 searches are local.

>300k apps developed in last 3 years and apps downloaded 10.9bn times.

M-payments will be worth US$86.1bn in 2011, up 76% vs. 2010. (Source: Gartner, July 2011)

Global NFC m-payment transactions will reach $50bn by 2014. (Source: Juniper, June 2011)

Please note: Sample presentation only. Please download the full presentation from:

http://econsultancy.com/reports/m-commerce-innovation-briefing-9th-nov-2011

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The social context The desire for immediacy and stimulation:

We‟re restless – sitting still and doing nothing is a rarity.

We want content to be accessible, always.

We‟re conditioned to consume.

I’m loyal, where’s my reward?!

We want something for nothing.

Humans have an innate urge to react.

Mobile promotions can drive multi-channel activity.

Shopkick‟s „kickbucks‟ promotion increased store visits on Cyber Monday.

[More on Shopkick later]

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Desktop vs. mobile crossover imminent

Penetration of smartphones in business & private lives

Social networking increasing 24x7 connectivity

Need to share everything e.g. Gowalla, Foursquare

Sharing with people we have never met e.g. Twitter

Desire to access information/content on the move e.g. customer reviews, AR

Social media functionality – Facebook Connect

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Innovation is in the air: we’re creating

Digital marketers and agencies are learning how to engage people offline using mobile triggers.

Pop-up store windows that enable people to interact with the products via mobile devices e.g. Net-a-porter Window Shop via The Window Shop app for Smartphone and iPad 2

Virtual stores in offline spaces e.g. Tesco Homeplus using QR codes to gain market share in South Korea

Restaurants making the dining experience interactive e.g. Radisson Edwardian using QR codes to allow diners to watch chefs preparing meals

Mobile apps to enhance the in-store retail experience e.g. Debenhams barcode scanner

Recommended reading (if you haven’t already)

Chris Lake‟s Econsultancy blog post on Multichannel innovation: 15 brilliant examples from 2011.

The advantage of mobile stores?

Appears inside the browser of any internet-enabled mobile device.

Accessible by 99% of web-enabled devices.

Don‟t need a user to download anything – just access the site via their browser.

If set up correctly can detect the user‟s device and automatically format content for optimal viewing.

The advantage of mobile apps?

Native on devices so enable enhanced functionality

Example is barcode and picture scanning

Apps can be more immersive

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Mobile stores vs. mobile apps debate

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The user journey is essential

Example: Tree-Athlon London 2010 poster on underground platform

You need reception for the QR code scanner.

Most mobile devices will have zero reception at most London Underground stations.

QR code drives people to main website, not a site optimised for mobile.

Digital marketers need to think through the user journey and experience carefully.

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Adding location to your updates

Throwing its hat into the mix for LBS to keep up with consumer demand for check-ins.

For business:

Can add a new place for each business location.

Places can be turned into proper Facebook pages.

For users:

Can be done via mobile and desktop.

Can check-in on your own or add friends you are with.

Only shows on friends feeds when they have approved the check-in if they are new to Facebook Places.

People can disable this by turning off “Friends can check me into places” in privacy settings.

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B2B Market context B2B mobile marketing spend in the US will reach $106m by 2014. (Source: Forrester) Rapid growth from $26m in 2009.

By 2014 there will be 90% mobile penetration and 6.5bn global mobile connections.

Read rates of over 98% make SMS marketing a high-value channel.

64% business decision makers read email via mobile devices.

Use of mobile devices: Unlike consumers, professionals must stay connected

for time sensitive decisions.

Smartphone due to eclipse feature phones in 2011.

60% mobile phones supported by 3G by end of year.

Mobile users to eclipse desktop users by 2014.

IDC predicts that 1.2bn workers will be using mobile enterprise phones in 2011.

Worth reading: http://www.slideshare.net/ckEpiphany/b2b-mobile-marketing-10step-starter-guide-2882873

Please note: Sample presentation only. Please download the full presentation from:

http://econsultancy.com/reports/m-commerce-innovation-briefing-9th-nov-2011

About Econsultancy

Econsultancy is a digital publishing and training group that is used by more than 200,000 internet professionals every month.

The company published practical and timesaving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world’s most famous brands use Econsultancy to educate and train their staff.

Some of Econsultancy’s members include:

– Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.

http://econsultancy.com/uk

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