Taking the first steps into mobile

Welcome

Graham Darracott

MD

Kate Karagholi

Director of Member Marketing

Encouraging a healthy work-life balance

Digital history repeating itself

For years online was the poor relation (1996 – 2006)

• “Its really good but our budgets get used up on …”

• “We will do it next year”

• “Our customers don‟t use the web much”

• “Our current marketing works absolutely fine”

• “We don‟t like change too much”

• “Its too complicated to change”

• “Our systems don‟t allow us to sell online”

Really what they were saying was…

“We are ignoring online because it is rather complex and requires us to learn new ways of doing things and more investment”

Its official

Businesses HAVE to get it right

Social Media / Viral

• It is 2010

• “Adapt to survive”

• “Playing catch up”

• Identifying core pillars

• Getting them “spot on” on PC

• Adapting their business to cater for the new customer/consumer

But mobile is still left at the

bottom of the pile…

Mobile

Search

Email

Customer Service (CRM)

E-Commerce

Own Website

Mobile is getting the same treatment…

• Today its yet more of the same:

“We are ignoring mobile because it is rather complex and requires us to learn new ways of doing things and YET more investment”

• Yet some of the smart ones are saying

“We changed for the web, we now need to adapt for mobile”

Mobile is not a separate channel

• It is one of the core pillars of digital

• And it is as important to get it right as getting “online right”

Why?

• Because the phones are mini PC‟s

• And smartphones / iphones are only getting more popular

Old legacy phones are dead…

Long live the smart phone

THE MOST IMPORTANT BROWSER, OPERATING SYSTEM, EMAIL CLIENT YOU HAVE TO CATER FOR…

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

15-24 25-44 45-64 65-74 75+

Device breakdown by demographics, 2011

Legacy

Featurephone users

Smartphones

iPhones

Device penetration NEXT YEAR

25 – 44 Yr Olds

<1% own a legacy

device

37% will have a

featurephone

39% will have a

smartphone

23% will have an

iPhone

Data courtesy of Nick Lane, Mobile Squared

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

2010 2011 2012 2013 2014

Total UK mobile Internet users

In 2010:

30% of users aged below

25 (5.9 mil.)

26% of users aged 25-34

(5.1 mil.)

23% of users aged 35-44

(4.5 mil.)

11% of users aged 45-54

(2.2 mil.)

10% of users aged 55+

(2 mil.)

19.67 million 32.4 million

2010 mobile internet usage

Data courtesy of Nick Lane, Mobile Squared

1. There IS a mass market of mobile savvy users + 33 million of them in 4 years

2. Consumers view their mobile device as more important than money (and pets)

3. Consumers are spending more time engaging with their mobile device – traditional communication is becoming the interruption

4. Mobile combines every other media onto one platform – IT’S A MINI PC

5. Mobile is not just another consumer access point – it‟s the most important one.

WATCH OUT THOUGH!

• Know your target segment; know their device

• Not about owning the consumer – THEY OWN YOU.

Top 5 mobile market take-outs

How to get started

1. Identify your most valuable digital channel (look at your data)

2. Get it 100% spot on (invest in it)

3. Identify what %age of your customers/consumers use it via mobile (look at your data)

4. See precisely where many of them drop off (data again)

5. Define and build a better user journey on mobile (you possibly might need some help here)

6. Measure the effect (data, data, data)

1. GIVE THEM THE CHOICE ON HOW AND WHEN THEY INTERACT WITH YOU

2. DON’T TELL THEM HOW AND WHEN

The worlds largest holiday exchange company

The starting point

• RCI member marketing team identified email as their big win

• Convinced board that they should move from DM – EM

• The board was the issue here – team believed in new channels – they just need to convince the board of the returns

INVESTMENT vs RETURN

The objectives

• SAVE TIME

• SAVE BUDGET

• MAKE THE PROCESS EASIER

• MAKE THE EMAILS MORE EFFECTIVE

• HAPPIER MEMBERS WHO YOU RETAIN

The starting point…

The issues and solutions

Solutions

1. Data analysis and insight

2. Identified quick wins and built a roadmap

3. Standardised designs & std modules

4. Standardised branding

5. Best practice coding and testing

6. Best practice coding and testing

7. Alt tags translated

8. Use of landing pages

Issues

1. Little understanding of members behavior

2. Mountain to climb to get emails to work

3. No recognisable templates/ modules

4. Zero brand consistency

5. Display issues on vcertain browsers

6. Display issues on mobile

7. Localised (language) emails not working

8. User journey into RCI.COM poor

The results

And on mobile

The results

The results

2010 (YTD)

Email activity

Open rates: 42% and rising

Click through rates: 19.5% and rising

Unique clicks: 12.9% and rising

Online activity

Unique Log-ins: +18.5%

Deposits: +6.4%

141 confirmations: +68%

Extra Hols: +46.6%

Registrations: +20.9%

2009

Email activity

Open rates: 35% average

Click through rates: 1.8% - 18%

Unique clicks: 1% - 9%

Online activity

Unique Log-ins:

*Deposits:

141 confirmations:

Extra Hols

Registrations:

Next steps

• SMS engine

• New apps

• Enhancing the user journey on mobile

And finally…

“Marketers need to experiment with mobile”

“The growth of mobile business is going to „transform the world‟, yet only 3% of companies are ready to harvest its potential”

"If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster," he said.

Google UK and Ireland MD, Matt Brittin

Don’t forget to come to the after show party

Please come to the “aftershow party”

Network-till-late

Drinks are on us

Banana Store

1 Cathedral Street

SE1 9DE

THANKS FOR LISTENING

Thank you…