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Mobile Marketing in the Performance Channel Matt Swan, Client Strategist Kevin Edwards, Strategy Director
Mobile Marketing in the Performance Channel
Matt Swan, Client Strategist
Kevin Edwards, Strategy Director
Vouchers
Cashback
PPC
Price Comp
a-rison Loyalt
y
Content
Blog
Display
Mobile
The Affiliate
Landscape
The Mobile
Landscape
Tracking
Reporting
Offline/ Online
Incent-ivised
Search
M-commer
ce Apps
Call trackin
g
QR codes
NFC
Geo-target
Traffic vs. conversions
0%
2%
4%
6%
8%
10%
12%
14%
% mobile traffic: Jan 2011 – Apr 2012
45% Increase in share 437% Increase in share
4.2m clicks in Apr 2012
0%
1%
2%
3%
4%
5%
6%
7%
8%
% mobile sales: Jan 2011 – Apr 2012
0%
1%
2%
3%
4%
5%
6%
7%
8%
Clicks Sales
287%
True mobile measurement
125%
0%
10%
20%
30%
40%
50%
60%
70%
Mobile device split (sales) Iphone Ipad Android Blackberry Other
0%
10%
20%
30%
40%
50%
60%
Mobile device split (clicks) Iphone Ipad Android Blackberry Other
The opportunity: 2011 into 2012
518k 23.7m
405k 9.3m
Mobile basket dissected
AWin advertisers with m-commerce sites with affiliate tracking in place
Android Blackberry iPhone iPad
AOV: mobile vs non-mobile checkout Mobile Checkout Non-Mobile Checkout
The dilemma
! Hugely successful affiliate ! Burgeoning sector worth c.£1bn ! Over indexes on many customer quality
indices ! Created powerful retail brand (top 50 UK
Hitwise retail sites) ! Offers range of promotional opportunities ! Focused on demonstrating incremental
sales ! Multi-channel – 2011 app launched...
The dilemma
Missed opportunities?
DevMobile
“Probably.
My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%: a 50% increase in sales.”
• Exclusive 10% off via Vouchercloud app • Redeemed at POS in store • Tracked to Debenhams’ database • Attributed to aff channel
• Affiliates 43% of total sales • 57% redeemed in store • 70% were new customers
Debenhams: multi-channel approach
Voucher insights • High traffic, fewer sales • Female, high earners • iPhone/Android now neck and
neck • Used to increase footfall & AOV • Connection speed issues • What impact will NFC have? • Strong offer: wider geo reach:
B&Q QR Codes SMS Geolocation NFC Smart Posters Apps
• Affiliates are becoming multi-channel: – Understand the range of activity
• Incremental sales or minimising lost traffic?
• Think of the retail imperative to buy • How much can you afford to
incentivise? • Tracking is a serious threat • Prioritise, test and optimise • Who knows how big mobile could
be…?
Some final thoughts
Kevin Edwards, Affiliate Window [email protected] 020 7553 0354
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Thank you!
@Affwin_Strategy
