Driving customer loyalty through mobile

WHITEPAPER

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 2

Foreword

There has been a buzz around mobile apps in the digital space for almost half a decade. Apps are native smartphone applications that use the phone’s in-built features such as GPS and the camera.

Large brands have built whole communities around utility applications and handset vendor sponsorship deals. The purpose of these well executed and positioned applications is often to gain consumer mindshare and real estate on a consumer’s lifestyle device of choice - their smartphone.

However, many mobile applications have a relatively short shelf life due to lack of consumer engagement and lack of reasons to use on an ongoing basis. At Archant we believe two things about apps: firstly, apps aren’t just for large multinational brands. Secondly, consumers need a reason to use an app on a regular basis. We find rewards are one of the most compelling reasons to regularly engage with a businesses app.

This whitepaper seeks to explore how a small business owner could execute a mobile customer loyalty programme. We will also explore how customers with restricted budgets can use alternative mobile tactics to drive customer loyalty and engagement.

Terry McCusker Head of Mobile Marketing, Archant

“Rewards are one of the most compelling reasons to regularly engage with an app”

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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20002001

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20042005

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20082009

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 3

Why Mobile? Why Loyalty?

Mobile is a ubiquitous device; the latest Ofcom Communications Report (Aug 2013) states that 51% of UK adults now own a smartphone and penetration of mobile devices is well over 100%.

The 2013 Maritz Loyalty Report offers some compelling insight on a consumer’s desire to engage with loyalty programmes using their mobile device. Some stats of note illustrated below:

SMARTPHONE USERS VERY LIKELY TO DOWNLOAD LOYALTY APP

91%likely to downloadloyalty application

of smartphone/tablet users are interested in interacting with their loyalty programs with their mobile devices73%

source: 2013 Maritz Loyalty Report

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 4

Why Mobile? Why Loyalty? (…cont’d)

The fact that consumers are so willing to engage with loyalty programs from brands, coupled with the fact that virtually all adults use a mobile phone, mean the case for combining the two together is compelling.

The case for more loyal customers is clear. Most business owners will be familiar with the notion that 80% of their custom comes from 20% of their customers and that finding tomorrow’s customer is significantly more expensive than keeping today’s.

Moreover and perhaps more fundamentally we would need to consider the non linear purchasing cycles many consumers now go through before making a buying decision. Pre the explosion in usage of the internet (fixed and mobile) many retailers’ attitude to the buying cycle could be (simplistically) described as “here’s our ad, see you in our shop”. As many retailers now know the importance of engaging with customers’ pre, during and post a shopping experience is paramount to remain competitive and relevant.

source: www.bautomation.com

REDUCING CUSTOMER CHURN BY 5% CAN INCREASE PROFITS 25-125%

Profits with 5% churn reduction (high estimate)

Profits with 5% churn reduction (low estimate)

Profits with typical churn

Year 1 Year 2 Year 3 Year 4

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 5

What should my mobile loyalty programme look like?

A business knows their customers best - certainly much better than we could ever expect to know them. However, we’ve produced scores of apps for local businesses and found one rule always applies: simple is best.

An example: for clients in the food and beverage sector we often recommend an app that rewards customers after a set number of purchases. It’s not reinventing the wheel: coffee chains have been running paper-based loyalty programmes for years and for very good reason; they work.

In simple terms, we take the coffee shop analogy and make it work on a mobile device. The native features embedded within a smartphone (QR code scanner, camera and GPS location) enable merchants to safely and securely run their own loyalty programme. Customers collect digital stamps to earn a digital voucher.

A key benefit of running a loyalty programme through a mobile app is the ability to send push messages (essentially in-app messages very similar to text messages). When used efffectively, these messages help keep people engaged with the app and engaged with your business.

Is it simple to understand?What am I trying to achieve?

Before we start thinking about any technology channels we get our clients to ask themselves some simple questions:

We get our clients to put themselves in the shoes of their customers and find out what their customers wants. This helps us to work towards a simple, elegant solution.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 6

How can small businesses engage customers in a loyalty programme?

A businesses’ physical premises are the obvious touch point to engage customers in a loyalty programme. Potential customers can be engaged through point of sale material with QR codes and text keywords incorporated into the call-to-action.

Archant app promo pack

Existing marketing and advertising channels - such as newspaper adverts, directory listings and direct mail can also be augmented to include a mobile specific call-to-action.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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ions

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 7

What does success look like?

Source: Flurry Analytics

If you were to drill down further and look at usage within specific categories you would see that apps which provide a functional utility (news, sports and weather) are the most frequently used and have the longest shelf life. Tellingly, apps that do not give a reason for the consumer to use them on a regular basis have a relatively low frequency of use.

Continuing the coffee shop theme; lets examine usage of a loyalty card for a large chain of coffee shops, Costa. According to Kevin Hydes, Costa’s UK Marketing Director: “Of the 8 million cards so far issued, 3 million are active (have been used within the last six months) and of those 1.6 million are registered, meaning they have provided email addresses to receive twice monthly Cost Club Card e-mailings.”1

1 How Costa Coffee Used Data To Drive Loyalty And Sales, www.fastcompany.com

x 3.754% 43% 35%

FREQUENCY OF USE BY WEEK

AVERAGE USER RETENTION

30 DAY 60 DAY 90 DAY

Before making any assumptions about the success of a clients’ loyalty campaign it is probably useful to look at the average stats for app usage across the industry:

So Costa, one of the largest brands in the coffee shop sector has an active user base 37.5% and a registered or opted in user base of 20%. The Costa example is widely touted as a big success.

AVERAGE APP USAGE ACROSS ALL INDUSTRIES

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

£ in

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ions

£0

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 8

What does success look like? (…cont’d)

32.5%

AVERAGE ACTIVE USERS

75.5%

AVERAGE PUSH ENABLED USERS

What is even more interesting is that we have seen these numbers (active users and average push enabled users) remain consistent over a sustained period1. By any measure, having 75% of the user base who have actively agreed to receive messages from a brand, should be considered a success.

Why are the figures so high? The majority of Archant’s clients are small local businesses - these types of businesses tend to have very high levels of brand equity and trust from their local customers. Afterall, you become a regular at a pub or restaurant because you like the like food, the staff, the service or all three.

Looking at the registered user-base of Archant app customers, some interesting trends come to light:

It is worth noting that Archant only consider a user ‘active’ if they have interacted with the app in the last 30 days

1 | Over a period of several months these figures remained within 2% (stats from www.rippll.com)

ARCHANT APP USER TRENDS

Source: Rippll

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

£ in

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ions

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 9

Can businesses embark on a loyalty program without investing in app?

There are alternative options for a local business that don’t involve customers downloading a native app.

The humble SMS provides one simple option that Archant recommend. Although reward and loyalty can’t be tracked in a data-driven way as via a mobile app, anecdotal evidence from staff and owners should be able to indicate whether an SMS campaign is paying dividends.

Here’s a fairly simple use case:

• A business owner encourages customers to sign up to a VIP Club using an SMS keyword and shortcode to collect data (phone numbers)

• A text is sent out to his opted-in user base offering a discounted offer

AVERAGE RESPONSE RATES

Source: Mobile Date Association 2011

SMS may have negative connotations for some consumers due to the perceived privacy implications. For example, most of us have received an annoying message from a PPI reclaim company at some point over the last few years. However, using the VIP Club analogy, the crucial difference is that the consumer has actively opted-in to receive messages from a brand.

SMS is also one of the most effective ways to drive a response from a consumer:

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

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Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

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20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

Whitepaper Driving customer loyalty through mobile 10

Conclusion

We are clearly in the middle of a digital shift. High street retailers have adopted once niche digital channels, like mobile and put them at the heart of their customer engagement mix. Afterall, yesterday’s high street retailers are tomorrow’s digital retailers.

Archant believe that harnessing mobile techniques does not need to be the exclusive preserve of big brands with deep pockets. We have many happy clients who have leveraged mobile to keep their customers coming back more regularly.

Your customer’s have gone mobile. Have you?

Whitepaper Driving customer loyalty through mobile 11

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

£ in

bill

ions

£0

£3

£6

£9

£12

£15

£18

£21

£27

£30

£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

£ in

bill

ions

£0

£3

£6

£9

£12

£15

£18

£21

£27

£30

£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

03Whitepaper | Mobile Marketing For Small and Medium-Sized Businesses

Why the rise of the smartphone really matters for your business

• According to Ofcom 56% of people own a smartphone in the UK. This is predicted to reach 73% by the end of 2013.

Smartphones enable a host of activities on the go that could improve or damage your chances of attracting customers to your business. Potential customers can now find a store, read customer reviews, get price comparisons and read recommendations all through their mobile device.

• Google state that 40% of all searches on mobile are for local goods and services.

• People now spend more time on their mobile phones than reading a newspaper or a magazine each day – this makes it crucial for your businesses to have a mobile presence.

• Mobile Marketing is set to become the core digital channel for local advertising. See chart below:

£ in

bill

ions

£0

£3

£6

£9

£12

£15

£18

£21

£27

£30

£24

20002001

20022003

20042005

20062007

20082009

20102011

20122013

20142015

2016

Stationary Online Advertising

MobileAdvertising

In 2011, 6.3% of all local online advertising was served up on a mobile device

By 2016, 88% of all local online advertising will be served up on a mobile device.

How Archant can help

• Mobile marketing on its own is not the answer. However it is increasingly part of the answer in how you address consumers as part of the media mix.

• We have a highly-experienced team that can help with formulating a comprehensive mobile strategy covering:

Brand awareness building Customer acquisition and retention Data collection/loyalty Increase in transactions/sales Multi-channel approach mobile, online, print and in-store

Archant’s mobile marketing services team can offer:

Mobile strategy consultation SMS campaigns QR Codes Mobile-optimised sites & search strategy Mobile app design, strategy & build Multi-platform mobile CRM campaigns

Uniquely Archant has access to local newspapers, magazines, websites and mobile sites attracting hundreds of thousands of local people every day and can extend your marketing campaign across different platforms.

For more information please contact: mobile@archant.co.uk 020 3002 2809 archantmobile.co.uk