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Integrating mobileinto multichannelstrategy

Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice

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Source: Craig Sullivan (Belron/Autoglass)

The amazingly rapid growth in mobile use – an example

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Autoglass mobile optimised site – Mobile Value Proposition (MVP)

www.autoglass.co.uk

http://m.autoglass.co.uk

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Betfair’s Mobile Value Proposition (MVP)

https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase.For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.

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Agenda

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About Dave Chaffeywww.theidm.com

www.clickthrough-marketing.com

www.smartinsights.com/mobile-marketing/Mobile Marketing Strategy Guide by Rob Thurner

www.smartinsights.com

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Where are you onyour mobile marketing journey?

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PLAN

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Consumer

MultichannelCompany

Physicalstore

presence

Mobile optimised site (scraped)

Desktop site(Responsive design?)

Mobile appon mobile OS

Mobile publisherdisplay ads and

comparison sites

Mobile search(natural and paid)

Mobile social networks

Email on mobiledevices

Push notifications

Mobile optimisedsite (personalised)

Location and coupon-enabled

mobile site

Mobile branddiscovery

Mobile brandexperiences

Mobile paymentoptions

Offline prompts from ads: QR/action codes

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Effectiveness:

“Doing the right thing”

• Plan and Strategy• Reach - targeting• Act – activation and

proposition• Conversion – Sales• Engage – Long-term

Integrated : Multichannel

Efficiency:

“Doing the thing right”

• Mobile optimised site vs App• Responsive design• Payment option• QR codes. NFC. • Analytics and conversion rate

optimisation (CRO)

“Siloed”

A balanced mobile strategy?

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Running case study:Debenham’s strategic pillars

Consistentbrand

experience

DeviceSpecific

functionality

Multichannel

journey

Agiledevelopme

nt

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Success factors for today’s marketing according to Google

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Making the business case

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Consumer digital platform demand at Debenhams

00:00

01:00

02:00

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08:00

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12:00

13:00

14:00

15:00

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0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

Total Hourly Demand by Device

DotcomiPadMobile

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

15Source: Forrester

6.8% mobile phone (exc Tablet) of all Ecommerce sales

$ 6 billionUK

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Understanding multichannel journeys

Smart Insights: ROPO summary of Google case

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Some rules of thumb for your business case

A mobile-optimised site will convert at around half the rate of a desktop site, however...

A non mobile-optimised site will convert at around half the rate of the mobile-optimised site

Of people who research on their mobile device, 39% go onto to purchase on their desktop device and 24% go onto purchase in store

Around 30% of consumers use their mobile in store to inform purchases through in-store wifi or scanning barcodes

Overall mobile optimised will give a 2% increment in sales from creating a mobile optimised site

Source: Source: Damon Mannion, Venda

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88% Debenhams customers use mobile to browse vs. 12% purchase

Store Website msite Apps0%20%40%60%80%

100%120%

Browse vs. purchase channels

BrowsePurchase

Deloitte (2012):•Smartphone influence on department store store sales is due to grow from 6.7% in 2012, to 24-27% by 2016•For every $1 spent on mobile, mobile is influencing $13 in store sales

Mobile researchers who go on to make a

purchase

20%

35%

40%

Research Purchasechannel channel

Mobile is influencing store sales

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Access to mobile in stores (these are market stats, not Debenhams)

Debenhams app:i. Price checkingii. Size availabilityiii. Order straight from their phoneiv. Customer reviewsv. Beauty Club: Collect points & redeem

rewards via mobilevi. Push notifications – driving footfall in

store & awareness of promotions

•Shoppers who use a retailer’s dedicated app are 21% more likely to make a purchase than those who don’t•Customers who read reviews are 2x more likely to convert

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Barcode scanner driving mobile interactions in store

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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REACH

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Mobile search marketing – using the Keyword Tool to find potential

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Mobile Adwords

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Mobile advertising

Mobile ads (Google AdWords and Display) can offer: Incremental reach Increased frequency Lower CPCs (for now)

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Activating mobile through Action (QR) codes

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Magazine NFC codes

http://www.youtube.com/watch?v=eDbDeohJfW4

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ACT

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Creating the right mobile experiences

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Mobile design – spot the difference

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Mobile design – the future is personalisation

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Coke’s new responsive design

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Retail responsive design

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Retail responsive 2

Search > Browse > Buy

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Mobile site vs mobile App or… Which Mobile Value Proposition (MVP)?

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The future?

http://www.youtube.com/watch?v=yEXEonTlfT0

http://www.youtube.com/watch?v=yEXEonTlfT0

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CONVERT CRO

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Mobile sales growth at Dominos

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Mobile CRO

See Craig Sullivan for more details:www.slideshare.net/sullivac

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Reviewing complex journeys

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ENGAGE

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Reviewing satisfaction levels by channel / platform

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Mobile CRM: targeted messaging and voucher codes M&S developed a fully integrated multi-channel strategy to building its mobile database, which now exceeds 1 million customers.

Mailshots carried unique codes which respondents were invited to text in to a dedicated M&S shortcode in order to win loyalty points.

In the process, M&S harvested ‘opted-in’ mobile numbers matched to existing customer records. The same logic applied to email addresses to append mobile numbers for existing customers.

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Taking advantage of mobile loyalty

O2 Wallet •Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodes while in-store to look for better prices online. Payment and delivery details are entered automatically.•Special offers - discounts are available from the partner retailers•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively a bank account•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to load money and act as a standard contactless prepaid payment card.

O2 Priority moments : 250,000 business qualify to use service

Customers have saved £23 million through 4,400 offers

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Delivery timeline

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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In store stock availability

Tablet site

10%

off code

TV app

Mobile Payment

Audio watermarking

Future innovation

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Let’s Connect! Questions & discussion welcome

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