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Hosted by Rob Thurner, co-author of our mCommerce Guide and Alex Murray, Chief Creative Officer of eibDIGITAL. One of the key decisions facing today’s retailers is how to ensure discovery of your mobile presence, and maximise activation via mobile. This webinar looks at how companies use mobile to provide a direct response path to other media channels - bridging the gap between offline marketing, online, and in-store. We show how companies reach their audiences through ads and content on their mobile devices - encouraging customers to enter the purchase funnel from their mobile phone or tablet. Drawing on case studies from Nestle, Old Navy, Shazam, Stella and Unilever, Rob will give you practical tips on getting the most from your mobile ad budget. As 50% of mobile interactions start with a search, and 85% have location intent, we give you tips on optimising your search strategy for mobile and tablet using Google Adwords and ad extensions.
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Presented by Alex Murray, eibDIGITAL and Rob Thurner, Burner Mobile
Why mCommerce matters
This webinar – sections 6 & 7
To download the full guide visit www.developingrevenues.co.uk
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Introduction – Rob Thurner
• 20 years digital and traditional marketing experience:
• Journalist, Group Marketing Director at Clear Channel International
• Commercial Director at Mobile agency Incentivated• Founder Burner Mobile
- Consultancy- Training in Europe & US- Books, white papers & keynotes
• Mobile clients:• John Lewis Partnership, M&S, Specsavers, Waitrose• Amex, Barclaycard, RBS• British Airways, STA Travel • Bayer, GlaxoSmithKline• Heineken, King of Shaves, • Jaguar• Pearson, Virgin 4
Mobile consultancy projects, bespoke training, white papers, keynotes
Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
My co-author Dave Chaffey
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Mobile influences store sales
Source: https://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
Deloitte: The Dawn of Mobile Influence (June 2012):• Smartphone influence on department store sales due to grow from
7% in 2012, to 24-27% in 2016• For every $1 spent on mobile, mobile is influencing $13 in store sales• ‘Influence’ works across all stages of purchase funnel
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Mobile : save time, kill time, share time
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Mobile : micro-targeting options
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Increase in mobile browsing 2010 - 2012
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Mobile activation : via SMS
Mobile activation : via Shazam
60% repeat view27% click to purchase
Source: Shazam12
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Mobile activation : via QR code (?!)
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Mobile activation : Google Goggles
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Mobile advertising & search : £1bn by 2015
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Mobile tracking growth of online adspend
Source: IAB / PWC Adspend
Source: IAB / PwC Digital ad spend survey H1 2012
• Consumer Goods 16%• Finance 16%• Entertainment & the media 13%• Retail 11%• Travel & transport 10%
Top 5 Digital Advertisers H1 2012
Mobile display advertising : H1 2011 v H1 2012
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Q&A 1
What proportion of your online display budget do your assign to mobile?
A) < 10%B) 10% - 20%C) 20% - 50%D) > 50%
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Mobile triggers and delivers brand engagement
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Traditional mobile ad formats
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Ad format : click to appstore
Rich mobile ad formats
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Unilever : rich brand engagement
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Case study Activision – Call of Duty: Black Ops II
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GOAL: Drive awareness & consumer engagement ahead of the game release date and generate social media buzz
STRATEGY: Targeting – male environments, inc Games, Social & Entertainment channelsBrand Creative – Rich Media Photo Shoot & video trailerSocial – Consumers can share their photos on Facebook and a second unit enabled Tweets to Call of Duty profile, directly from within the creative
To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes
"Mobile is increasingly becoming a key touchpoint for our core and growth audiences, and the flexibility that the campaign offered really drove the success of the campaign. We were able to provide a variety of rich content to our audience in a personalised way that other touchpoints couldn’t offer.”
Eric Folliot – Senior Brand Manager – Call of Duty
Source: millennialmedia
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Planning and buying mobile ad campaigns
• Blind Networks – cost-per-click (CPC) basis
• Premium Publisher Networks – cost-per-thousand (CPM)
basis
• Combination of CPC and CPM (and CPI)
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Mobile ad landscape : exchanges and trading
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Mobile ad planning and creation
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Mobile ad tracking and optimisation
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50% of mobile sessions start with a search
+ 223% Y.o.Y. growth for top 1000 commercial enquiries via mobile
Biggest growth categories:retail, ents, media, travel, packaged goods
85% of searches have location intent
Source: Google
Search is the most popular mobile activity
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Natural and paid search options
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Use mobile search
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Mobile search app extensions
Once the app is downloaded, click-to-download extensions allow you to direct users to a destination inside the app
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Mobile search “hyperlocal”case study : Roy’s Restaurants
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Q&A 2
According to Google, what proportion of mobile search has location intent
A) 25%B) 45%C) 65%D) 85%
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Spectacular rise of the tablet
Source: Google
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Tablet target audiences
Source: Google
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43% of sample prefer search on tablets
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Searches across 3 screen complement each other
Source: Google
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TicketsNow : site, ads and search boost mobile sales 100% in 1 month
Summary
• Mobile influences consumers throughout the purchase cycle - Make mobile activation visible, quick, easy
• Mobile advertising delivers unique micro-targeting- Target using demographic, location, device variables
• Mobile search offers unique advantages over desktop- Trial mobile ‘extensions’, remember location!
• Mobile provides precise data trail for all interactions- Test, measure, refine constantly to optimise performance
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After 1 month of launching its mobile-optimised site, mobile advertising and mobile search campaign, TicketsNow boosted mobile sales by
A) 10%B) 20%C) 50%D) 100%
Q&A 3
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Thank you.
To download the full guide and infographicsvisit www.developingrevenues.co.uk
Any questions?
