Mobile Marketing Priorities for 2013

Rob ThurnerFounding PartnerMobile Training

Academy29 Jan 2013

Building mobile into your business strategy

Rob Thurner Mobile consultant, trainer, speaker, author

20 years digital and traditional marketing experience

Digital, Tutor and Trainer

- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers

Founder, Burner Mobile

- Consultancy, white papers, keynotes

Author

- 10 key decisions for mCommerce success

- 7 steps for mobile marketing success

Mobile clients

- Amex, Barclaycard, RBS, British Airways, Jaguar

- M&S, John Lewis Partnership, Heineken, GSK© Mobile Training Academy 2013

Mobile Training Academy

Bespoke, in-house training developed and delivered by a team of hand picked experts with hands-on, UK and global expertise

MTA team partners already committed

© Mobile Training Academy 2013

#1 Start with the consumer! Understand mobile behaviour trends

© Mobile Training Academy 2013

AppsMobile sitesMessaging Social Location

mCommerceMobile ads Mobile search Codes & coupons

#1 Start with the consumer! Match your offering to their mobile behaviour

© Mobile Training Academy 2013

Business Objectives

Assess mainstream and future

mobile landscape

Integrate with comms & data

strategies

Select and manage mobile

partners

Align stakeholders to develop

mobile culture

#2 Build mobile into business strategy … Board level agenda item

© Mobile Training Academy 2013

#3 Mobile through the customer journey … working through the purchase funnel

© Smart Insights / Burner Mobile 2013

#4 Optimise your site! … 4 seconds or bounce and never return

© Mobile Training Academy 2013

#4 Optimise your site! … HTML5 success stories

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#5 App focus on UX / content experience

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#5 App focus on UX / navigation

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#6 Make discovery quick & engaging … 50% of mobile sessions start with search

#6 Make discovery quick & engaging … deliver standout in competitive sector

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Change in industry sector mobile display market shares 2011 to H1 2012Source: IAB / PwC Digital adspend survey H1 2012

Source: Weve

#7 Build long-term loyalty with mobile … time & location based data trail so test & learn

© Mobile Training Academy 2013

Check and charge up your Starbucks Card

Pay with your iPhone or iPod Touch at U.S. Starbucks stores

Locate a mobile payment Starbucks near you

Track your Starbucks Rewards program

#7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation

© Mobile Training Academy 2013

#8 Be realistic about mobile payments … manage expectations!

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#9 Conversion Rate Optimisation … constant improvement

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#9 Conversion Rate Optimisation … address people and processes

Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales

Technology is no longer the major barrier preventing companies from improving conversion rates

The challenge is becoming one of people and processes

Source: Econsultancy / Red Eye http://econsultancy.com/uk/reports/conversion-rate-optimization-report

© Mobile Training Academy 2013

#10 Win board level support … mobile disrupts and transforms

© Smart Insights / Burner Mobile 2013

Mobile resources

Site Content

www.mobilemarketingmagazine.comwww.iabuk.netwww.smartinsights.comwww.burnermobile.comThe Mobile PlaybookOur Mobile PlanetGoogle Mobile Ads Blogwww.flurry.comwww.comscore.com

News, case studies, awardsCase studies, white papersDigital strategy, analytics, blogBlog, market analysisGoogle guide – winning with mobileGoogle – Q&A on mobile consumersGoogle blog on mobile advertisingMetrics, appsMobile usage

7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at  https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf

© Mobile Training Academy 2013

Thank you for your time

For the deckText KNOWLEDGE and YOUR EMAIL to 88600

robthurner@mobiletrainingacademy.comM: +44 7793 804419

@MTAMobile