Reaching the Mobile consumer

Rachael Pollard / @Rae232Global Performance Marketing Director

Our mission

Empower consumers to love their takeaway experience

Mobile evolution

Opportunity to build much richer relationships

Image courtesy of Google Images.

● Deliver value

● Heightened expectations

● Participate in customer-led

conversations, in real-time, across

multiple devices...

● Mobile is the channel of choice

Image courtesy of Google Images.

Let’s get personal

Mobile pop quiz...

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Mobile pop quiz - #1

What percentage of mobile owners sleep with their phones next to their beds?

44%

Image courtesy of Google Images.

Mobile pop quiz - #2

What percentage of mobile owners admit they would panic if they were without their phone for more than a day?

40%

Image courtesy of Google Images.

Mobile pop quiz - #3

How many times a day does the average mobile phone owner check their phone?

200(over 1,500 pw)

Image courtesy of Google Images.

Mobile pop quiz - #4

How many mobile phones are in use for every 100 people globally?

97

Image courtesy of Google Images.

What does all this mean?

We are deeply (worryingly?) connected to our mobile

devices!

Marketers have the opportunity to build rich

relationships like never before, if managed well...

Watch-out: Desperation is unattractive

● Cap that frequency

● Listen - don’t talk about yourself all the time

● (Like all good comedy) it’s all about the (real-)timing

Get it wrong, and consumers are within a tap of a social

media app to vent their frustration

Don’t throw away the

rule book just yet

Same rules, new toys, warp speed

Real-time targeted messages, delivered across the

mobile ecosystem

● Don’t forget the basics – Right person, right time, right

message, right place

● Take time to understand your consumers’ needs

● Use your data wisely

● Be RELEVANT

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New challenges

● Tech needs to catch up

● Achieving a SCV across devices and channels – Easier said than done

● Making sense of HUGE data and…

● …using your insight before it turns stale

● MVT at scale and speed

● Mobile media is less scaleable

● Internet of things

Image courtesy of Google Images.

Mobile marketing at

JUST EAT

Spicy shellfish

Insight● Avg. 4 orders before a customer downloads

our app

Concept● Integrated Email, SMS and Display

campaign, making light of well-known spam format

● Targeting - 3 mobile web orders, but no app

Result● 35% uplift in app downloads and orders +

Increase in social shares*

*Compared to control

Je ne regrette rien

Insight● People take to social media on NYD, often regretting

the photo evidence of what they got up to...● Takeaway orders increase on NYD

Concept● JUST EAT are here to help in your moment of crisis

Result● Over 8m impressions*● 30% YoY increase in app downloads (NYE)

● 25% increase in app orders (NYD)

*Facebook reach block and other channels

Bitesize

Don’t isolate your Mobile Strategy from other channels.

● Relevancy and timing are key

● Cutting-edge technologies needed to enable innovation

● It’s personal - Take the time to get-to-know your consumers

● Single customer view

● Target the consumer, rather than the channel

Thank you.Questions?

@Rae232