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Mobile Marketing10 common mistakesand a 10 step plan

On the Edge Digital

London 1st October 2013

Dr Dave Chaffey CEO: SmartInsights.com

Download presentation:SmartInsights.com/ote2013/

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Books Online strategy advicewww.smartinsights.com

About Dave Chaffey

Code: SMARTEDGE (25% discount coupon)

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Why mobile matters

Source: Forrester6.8% mobile phone (exc Tablet) of all Ecommerce sales

€ 6 billionUK

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What do you need to knowabout mobile?!

Q. “Should we ignore this for now?” Q. “Basics – how to go about this?” Q. “B2B Focus?” Q. “Everything!” Q. “Design, problem solving?”

I know nothing on this subject! Q. Increase knowledge in general?

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10 Mobile Marketing Mistakes 1. Being driven by the heart/HiPPO not the head:

> 1. Assess customer demand and business case

2. Starting with platforms rather than customer value proposition > 2. Define the Mobile Value Proposition

3. Not considering cross-channel journeys and marketing outcomes > 3. Integrating mobile into customer journeys and sales funnels

4. Creating a separate site 4. Review suitability of responsive and adaptive design

5. Thinking an app is essential (it may be) 5. Review relevance and propositions for apps

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Running case study:Debenham’s strategic pillars

Consistentbrand

experience

DeviceSpecific

functionality

Multichannel

journey

Agiledevelopme

nt

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

Practical Mobile Tip: Define the Pillars of your Mobile strategy

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1. Assess customer demandand business case

Volume:Desktop/Tablet/Smartphone

Unique visitors Visits Page views

Quality:Desktop/Tablet/Smartphone

40% bounce rate 5% conversion rate

ValueDesktop/Tablet/Smartphone

Number of sales or leads Average order value or selling price Goal value per visit > Page value Revenue per visit (E-commerce) > Page

value

CostDesktop/Tablet/Smartphone

Cost per thousand (CPM) Cost per click (CPC) Cost per acquisition (CPA) Cost per sale (CPS)

V Q V C

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Practical Mobile Tip: Segment by mobile devices

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Consumer digital platform demand at Debenhams

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Total Hourly Demand by Device

DotcomiPadMobile

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

Practical Mobile Tip: Review dayparts of customer access

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Some rules of thumb for your business case

A mobile-optimised site will convert at around half the rate of a desktop site, however...

A non mobile-optimised site will convert at around half the rate of the mobile-optimised site

Of people who research on their mobile device, 39% go onto to purchase on their desktop device and 24% go onto purchase in store

Around 30% of consumers use their mobile in store to inform purchases through in-store wifi or scanning barcodes

Overall mobile optimised will give a 2% increment in sales from creating a mobile optimised site

Source: Source: Damon Mannion, Venda

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88% Debenhams customers use mobile to browse vs. 12% purchase

Store Website msite Apps0%

20%

40%

60%

80%

100%

120%

Browse vs. purchase channels

BrowsePurchase

Example: Mobile Browse vs Buy

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Location:

Published / Surveyed: Sample: Source:

Original source:

North American Q2 2013 Retail clients Monetate

Ecommerce Conversion rates by desktop and mobile

Monetate Quarterly Benchmarking

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Craig Sullivan on mobile tracking

Source: Slideshare

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2. Define the mobile Value Prop

Source: Rob Thurner, Burner Mobile

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Create mobile personas

Tribal drinkers

Buzz seekers Regular blokes

Male traditionalists

Detached moderates

Party girls

Career guys

Careful females

Routine strugglers

Source: Rob Thurner, Burner Mobile

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Autoglass mobile optimised site – Mobile Value Proposition (MVP)

www.autoglass.co.uk

http://m.autoglass.co.uk

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Betfair’s Mobile Value Proposition (MVP)

https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase.For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.

Practical Mobile Tip: Consider SMS activation

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3. Integrate customer journeys & ROPO!

Source: Boston Consulting Group

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Access to mobile in stores (these are market stats, not Debenhams)

Debenhams app:i. Price checkingii. Size availabilityiii. Order straight from their phoneiv. Customer reviewsv. Beauty Club: Collect points & redeem

rewards via mobilevi. Push notifications – driving footfall in

store & awareness of promotions

•Shoppers who use a retailer’s dedicated app are 21% more likely to make a purchase than those who don’t•Customers who read reviews are 2x more likely to convert

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Barcode scanner driving mobile interactions in store

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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4. Review suitability of responsive and adaptive design

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The 3 Mobile site options

(adaptive)

Source: Aleyda Solis Mobile SEO Resources

(different mobile site)

25Source: Aleyda Solis Mobile SEO Resources

Mobile SEO

Decision tree

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W3C “One-web” alternatives

Approach Advantages Disadvantages

Responsive Web Design (RWD)

CSS Media Queries modify presentation for device type and resolution

Single template for all devices gives speed and cost benefits

Bigger page weightCompromises experience for higher resolutions?

Client-sideAdaptive

Javascript on the user’s device loads different templates based on device resolution

• Complete rebuild of CSS not needed

• Only resources needed loaded

• Experience customised for devices

Maintenance of additional code

Server-side Adaptive

Dynamic serving of styles based on device detection.

Smaller mobile pages than other approaches

Multiple templates must be maintained

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Retail responsive design

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Retail responsive 2

Search > Browse > Buy

Practical Mobile Tip: Make sure site is “upwardly responsive”

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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

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Twitter Bootstrap Gallery

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5. E

valu

ate

app

rel

evan

ce o

ref

fect

iven

ess

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Promoting apps on mobile homepage

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10 mobile marketing mistakes 6. Ignoring mobile SEO

6. Follow Google’s Mobile SEO options?

7. Ignoring Mobile AdWords 7. Review AdWords advanced campaigns

8. Ignoring Mobile Display 8. Mobile display options

9. Denying the importance of mobile email 9. Create Email responsive designs

10. Not optimising… 10. Optimise!

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6. Mobile SEO

Source: Smart Insights

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7. Evaluate mobile AdWords

4 Enhanced campaigns changes 1. Campaigns now run across all devices 2. Tablet bidding strategies aligned to desktop 3. Mobile bids adjusted at campaign level by

“Mobile bid adjustments, e.g. -30%” 4. Location-based bid enhancements

Mobile-specific sitelinks Click-to-call Ad extension

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AdWords example – Vehicle parts

Source: Wordstream

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8. Review the mobile display options

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IAB UK Display spend

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Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide July 2013

Feb 2012-June 2013

Collected from 250 million email opens

Litmus

% Email Opens across desktop and mobile

Litmus blog

The importance of mobile email

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Responsive email examples B2C

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Responsive email examples B2B

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10. Mobile CRO

Store Website msite Apps0%

20%

40%

60%

80%

100%

120%

Browse vs. purchase channels

BrowsePurchase

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Recommendation: Review leads, sales from different device, resolution Advanced Segments

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Speed matters!

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Let’s Connect! Questions & discussion welcome

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