Marketing your Mobile Presence
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Transcript of Marketing your Mobile Presence
Marketing your Mobile PresenceSerge Milbank
@stream20 @eumeus
About Stream:20
Digital Sales Planning
DigitalOrganisation
Digital SalesToolkit
Digital Sales Delivery
Optimising your business structure and skillsets for digital success
Ensuring the correct toolkits are implemented for success
Providing innovative strategic support and analysis to drive your digital sales function
Driving incremental revenue across Desktop/ Mobile/Tablet
The Performance-Driven Digital Marketing Consultancy We push up your KPIs by delivering excellence
London • Munich • San Francisco
Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities
My theory on when digital is interesting and boring
Interesting(Fundamental Shifts)
• Seismic shifts in
capabilities• If you use them quickly,
you get ahead of the competition
• It represents risk taking
Boring(Marginal Gains)
• Small step changes in lots of capabilities
• Everyone has access to the same technology – its about implementing better
• Sound fundamentals of digital marketing
My theory on when digital is interesting and boring
Interesting• Building
websites & eCommerce!
• SEO & Email
Boring• Building websites &
eCommerce• Blackhat & Spam
Interesting• Online Marketing• PPC, CPA Display,
Affiliates, eCRM
BoringOnline Marketing
Brand bidding, HPTO, leadgen, link
building
Interesting• Mobile, Big Data &
Content strategy• Omnichannel
Stream:20 Digital Benchmarking categories
Digital Benchmarking
Delivery
Channel marketing
Display
Social
PPC
SEO
Affiliates
Emerging channels
Offline to online
eCommerce
Conversion
UX
Self care
Mobile web
Mobile apps
Planning
Forecasting
Segment. & Data Planning
Attribution
Pricing & Offers
Acquisition Strategy
Retention Strategy
Content Marketing
Retargeting Strategy
Toolkits
Performance Reporting
ESP
Affiliate network
Ad Server
Analytics
Organisation
Structure & resource
KPI ownership
& alignment
Supplier management
29 core areas (score of 0-5)
155 factors where you can achieve marginal gains (score of 0-5)
4 pillars (score of 0-5)
Overall score (score of 0-5)
Bas
icA
vera
ge
Ad
van
ced
Mobile Web Review
MOBILE SITE
5 II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
1
STRATEGY TRACKING DATA PROMOTION CREATIVE
3 2.93.1
2.2
2.8
2.4
DB score Mobile site Tracking , Analytics
5
Full adaptive mobile site developed following an earlier responsive design. You are now
able to share content across device and also tailor content based on mobile vs. online.
Full tracking and analytics across the site, all pages and entry points
4
3Online site is optimised for mobile devices and is a responsive design based on screen size & resolution
Basic tracking used. Desktop analytics provide insights into
devices usage
2
1 No mobile site No tracking used
Competency Spectrum
Advanced
Basic
Competitive
3.0 3.1
Planning realities in mobile
20%-50% of traffic is now
mobile Conversion is often up to
50% lower on mobile
How to approach the problem - organisational
Marketing Product
Marketing Product
TR
AD
ITIO
NA
L
MA
RK
ET
ING
GR
OW
TH
M
AR
KE
TIN
G
• Separate teams
• One role is to build, the other is to attract traffic
• Requests go into a workstack, maybe you will see it in 3 months
• Leverages the ability of the product itself to get new visitors
• Using the product itself, each time someone comes to the site, they bring their own network of relationships
How to approach the problem - organisational
Marketing Product
Growth team• Technical marketers• Developers reporting to
marketers, not product development
• Work on marketability of the product
Product Team• Current team• Work on product
improvement
Marketing Team• Traditional Marketing
outputs
DB score Promotion Data
5Cross channel activity builds awareness
of our mobile offer and helps drive activity through to the mobile site
Mobile customers fully integrated into database to form a single customer
view. Data is also collected for mobile numbers as part of any registration
both on and offline
4
3 Limited promotion of the mobile site through one to two media channels
Some ability to draw conclusions from analytics on customer value, behaviour of mobile customers, transactions etc. but data is very high-level and is never truly accurate against other channels
2
1No mobile promotion is place. Users typically only find our mobile offering
via a redirect or by accident
No data integration & limited customer insight generated from mobile web. Organisation lacks the insight to gain
any momentum from the mobile channel to help produce any further
budget contribution
Competency Spectrum
Advanced
Basic
Competitive
2.4 2.2
Mobile channels
OFFLINEQR Codes
Bluecasting
SMS/MMS
Traditional offline channels
Enablers• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators
AwarenessGenerates
demand
ConsiderKeeps you in
the frame
PurchaseCaptures
demand
Push Channels
Display Email Offline
Pull Channels
AffiliatesPPC SEOAggregators
Engagement Channels
Social Retargeting Email
• Converts interested demand
• Respond to demand that is ready to buy in the marketplace
• Drive demand in the marketplace
• Engages prospects in the marketplace
REAC
HTR
AFFI
CPR
OSP
ECTS
CON
V
Building up Marketing Channels
ConvertWebsite Mobile Web Mobile App Retail
Content
DB score Creative Strategy
5Mobile site is endorsed by your
brand and marketing teams and is a truly integrated experience
Clearly defined long term strategy across all devices, platforms and
innovations with clear road map of how the organisation plans to
adopt mobile
4
3The mobile site ties in to wider
user experience of the brand. User experience has been tested &
optimised
Mobile strategy in place but is focused on device rather than
offering
2
1
The look and feel of the mobile site is not reflective of your site. The user experience is poor e.g.
not thumb friendly. Brand guidelines or treatment is not
adhered to.
No long term strategy for mobile web in place - reactive not
proactive in adapting any strategy for mobile
Competency Spectrum
Advanced
Basic
Competitive
2.8 2.9
App ReviewB
asic
Ave
rage
Adv
ance
d
5 II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
II
1
2.2
DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV.
2.6
2.0
2.4
1.8
2.4 2.5
2.3
Mobile and App channels
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators
APPS
App stores
App recommendation sites
Pay-per-install networks
App giveaway
Pre-loads
Push notifications
Facebook App Install ads
App to App
Enablers• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes
OFFLINEQR Codes
Bluecasting
SMS/MMS
Traditional offline channels
Discover
Install
Usage
Purchase
AwarenessGenerates
demand
ConsiderKeeps you in
the frame
PurchaseCaptures
demand
Crossing the divide between ecosystems
Push notifications
App to App
APP ECOSYSTEM MOBILE WEB ECOSYSTEM
App stores
App recommendation sites
Pay-per-install networks
App giveaway
Pre-loads
Facebook App Install ads
Leveraging enablers in mobile
Enablers = Conversion• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes
Marketing Product
GR
OW
TH
M
AR
KE
TIN
G
• Leverages the ability of the product itself to get new visitors
• Using the product itself, each time someone comes to the site, they bring their own network of relationships
Social and the K Coefficient
• VK – Visitors plus referred visitors from network
VK 1000 visitors £1 CPA Effective CPA
V0 1000+0 = 1000 1000 £1.00V0.1 1000+100 = 1100 1000 £0.91V0.2 1000+200 = 1200 1000 £0.83V1 1000+1000 = 2000 1000 £0.50V2 1000+2000 = 3000 1000 £0.33V3 1000+3000 = 4000 1000 £0.25
• Reality is your app will not go viral• Your goal is to get it above 0, to get effective CPA down
Viral
grow
th
CO
NV
ER
SIO
N P
OIN
TThe real challenge is cross platform activity
Call CentreMobile WebApp Ecosystem
MA
RK
ET
ING
Web Retail
CO
NS
UM
ER
The real challenge is cross platform activity
Call CentreMobile WebApp Ecosystem
Web Retail
CO
NS
UM
ER
MA
RK
ET
ING
BU
SIN
ES
S
NOW
THEN
Fundamental shifts in mobile
One device
Multi-device Instant
Subscription/large outlay
Micro-payment
DEVICE SPEED TRANSACTION
All inclusive
One unit
CONSUMPTION
CHALLENGE Cross Platform Tracking Single Data Source Marketing Margin Product
development
STARTING POINT Use Cases & KPIs Data Audit Commercial plan Product plan
Days/hours
Conclusions
• The benchmark group – shows still very early days in mobile
• Opportunities exist to get well ahead – depending on where you are in your area of development
• Marketing the mobile presence is about layering up effective channels from pull, to engagement to push
• Mobile as cross platform needs to be embraced
• Structured planning will help you define where to go