Going Mobile: Winning the Race to Drive Engagement via...

Going Mobile: Winning the Race to Drive Engagement

via Marketing’s Third Screen

Live Webinar: 26 September 2012

You can get ahead of the curve and develop an efficient “mobile first” strategy, as opposed to the increasingly outdated “modifying what is currently available” paradigm.

Going Mobile: Driving Engagement via Marketing’s Third Screen

Reminders for Today’s Webinar

Webinar recording & slides: will be emailed to you within 48 hours after the event

Discussion: visit the twitter hashtag: #SitecoreLive

Questions: type your questions in the chat window for today’s panel discussion!

Going Mobile: Driving Engagement via Marketing’s Third Screen

Today’s Presenters

SiriusDecisions

Matt Papertsian

Research Director

Aqueduct

Jon Reay

Digital Strategy Director

About Sitecore

• Leader in enterprise-class web content management

software (CMS) and marketing platform

• Presence

Offices in 10 countries worldwide, with Partners serving over 50 countries

• Customers

Over 2,500 customers managing over 30,000 web sites worldwide

• Recognized

Gartner 2012 WCM Magic Quadrant “Leader”

Gartner 2012 CRM Multichannel Campaign Management “Visionary”

Forrester Wave “Strong Performer”

Gartner “Cool Vendor in WCM” 2008

Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

• Supported

Over 700 Sitecore Certified Partners worldwide

Some of Sitecore’s other customers

http://www.mccormick.com/

Going Mobile: Driving Engagement via Marketing's Third Screen Matthew Papertsian

Director of Research

26 September 2012

© Copyright SiriusDecisions.

All Rights Protected and Reserved.

Executive Summary

• Key issues

– Through slow adoption of mobile marketing, marketers are

missing a major opportunity to improve campaign productivity

– Personal and B-to-c use is driving buyers to increase their

expectations of mobile-enabled content, yet b-to-b content

execution lags far behind

– No single function owns mobile strategy, execution and

measurement, leading to inconsistent application and results

• What you will walk away with

– A understanding of the current state of mobile marketing today

– The SiriusDecisions Mobile Marketing Adoption Framework

– Hints and tips to maximizing the value of the framework

7

Mobile Marketing in 2012

Why companies need to act now



Mobile Marketing Can No Longer Be Ignored

SiriusPerspective: Marketers need to wake up to the current mobile reality, buyers are increasingly accessing and consuming content via mobile devices.

9

64% of CXOs access email

(Marketing Sherpa)

64% access video at work

(Turbofilter)

Mobile surpassed print media in 2011

-eMarketer

Mobile email opens increased 34% in 2011

- Return Path

Mobile predicted as ‘first screen’ by 2015

- Morgan Stanley

6 billion people, 4.8 billion mobile devices, 4.2 billion tooth brushes - Mobile Marketing Association, 2012

65% access social networks

(Wired PR Works)

75% are texting (Pew Research)

No wonder we’re not speaking face to face…



What is Mobile Marketing?

SiriusPerspective: Mobile marketing enables interaction with buyers via the consumption and delivery of content, by, to and from, mobile devices.

10

• What mobile isn’t:

– A silver bullet

– The primary access point for b-to-b buyers (not yet)

– A fully evolved channel for access and delivery of content

• What mobile is:

– A component of an integrated multi-platform web experience

– A much needed additional communication channel

– The fastest growing access and delivery method used by

buyers



Do not measure mobile traffic by device type

Do not track mobile conversion rates

Do not offer a mobile sales portal

Share of responders

Current situation

The Current State of Mobile Marketing in B-to-B

SiriusPerspective: If we view mobile marketing as a highway, then our survey indicates the journey has just begun and b-to-b is traveling slowly.

11

Share of companies not leveraging mobile marketing

Indicated their marketing plan does not include mobile

Highest level of mobile adoption, in any category

Share of responders

Current situation


All Rights Protected and Reserved. 12

Polling Question

• Which of the following mobile activities do you leverage

most frequently?

– Read email

– Search the web

– Access a social network

– Watch video

– Other



The Current State of Mobile Email

SiriusPerspective: Mobile email consumption is the most frequently used b-to-b functionality, yet the content is still not mobile friendly.

13

Most

Common Results



No Single Role Owns Strategy, Execution or Measurement

SiriusPerspective: B-to-b companies are still struggling to determine where authority and responsibility reside, to manage mobile planning.

14 14

Current state of mobile marketing planning by role

29 21

36

61

29 38 38

49

39

42

53

25

51 46

54 39

32 38

11 14 19 17 8 13

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SharedSvc

Mktg Ops Reg/BUMktg

CorpMktg

DemandCtr

DigitalMktg

FieldMktg

SalesEnable

Measurement

Execution

Strategy

Adding Mobile Marketing Into The Mix

An introduction to the SiriusDecisions Mobile Marketing Framework



Considerations for Mobile Optimization

SiriusPerspective: Begin by identifying processes and content to be optimized for mobile devices.

16

Start by doing the mobile math:

• 64% of executives read email via mobile

• CXOs spend 2/3 of the buying cycle on the web

• Begin by optimizing emails and content

Consider the the entire mobile experience:

• Focus on format, size and response options

• Simplify navigation and search

• Don’t forget device type and rendering speed



Considerations for Mobile Utilization

SiriusPerspective: Start by determining the mobile applications, access and delivery mechanisms that are already available.

17

Utilize available mobile applications and mobile access and

delivery capabilities to enhance campaigns

Leverage existing data and technology to determine buyer

preferences to grow opt-ins for mobile “push” delivery

Consider more sophisticated MAP and WCM platforms to render and deliver content dynamically based on device type



Considerations for Mobile Development

18

SiriusPerspective: Begin developing specific content, web visitor experiences and applications designed specifically for mobile users.

Evolve from adapting to creating: • Think ‘mobile first’ to determine buyers needs

• Utilize preference knowledge to increase relevance

• Design the whole experience, not just part

Leverage existing and new technologies: • Develop solutions that span multiple devices

• Utilize a WCM platform to design mobile portals

• When developing applications, test before you invest



Optimize: A View by Company Size

19

20 28

59 61 63 70

0

43 43 43

57

100

0

20

40

60

80

100

120

ResponseOptions

SearchOptions

SpecificDevices

SmallerScreens

EmailTemplates

Nav/Browsing

$1B-$5B+

$100m-$1B

Company

Size

SiriusPerspective: Company size directly influences the approach b-to-b companies take to optimize for mobile access and delivery.

Recommended Actions

Getting started with Mobile Marketing



Considerations for Getting Started with Mobile Marketing

SiriusPerspective: To effectively leverage mobile marketing, it is critical to include mobile in in the planning process.

21

Determine Utilization

Audit Technology

Develop a Strategy

Define Use Cases

Design for Mobile

Measure utilization and internal needs/requests

Determine target audience(s), internal/external

Audit technology, what’s available, needed

Align to campaigns, determine roles, measure

Use the Mobile Adoption Framework and Checklist



Audit Mobile Marketing Adoption for Prospects/Customers

SiriusPerspective: Adoption must be audited based on the three primary areas of mobile marketing: optimize, utilize and develop.

22

Mobile Elements

Level of

Adoptio

n

Nav.

and

browsin

g

Searc

h

optio

ns

Email

templat

es

Respo

nse

options

and

forms

Conte

nt for

smalle

r

screen

s

Short

msg.

(SMS)

Multi

media

msg.

(MMS)

Mobil

e

advr.

(push

/

pull)

Locati

on-

based

QR

cod

es

Mobil

e

Apps

Mobil

e

Web/

portal

Optimiz

e ✔ ✔ ✔ ✔ ✔

Utilize R R R R ✔ ✔

Develop R R ✔ ✔ ✔ R R

✔ = Required

R = Recommended



Audit Mobile Marketing Adoption for Sales and Partners

SiriusPerspective: Sales and partners are highly mobile enabled and are an excellent starting place to test mobile marketing.

23

Mobile Elements

Level of

Adoptio

n

Navigati

on and

browsin

g

Searc

h

options

Email

templat

es

Content

for

smaller

screens

Locatio

n-

based

Mobil

e

Apps

Mobile

Web/

portal

Optimize ✔ ✔ ✔ ✔

Utilize R ✔

Develop R R R R R R

✔ = Required

R = Recommended



SiriusPerspective: To obtain the true value of mobile marketing, put the end user first, determine needs, and align to campaigns.

24

Solution Vendor Selection Education

Align Mobile Efforts to Audience Needs

Thought Leadership

Solution Knowledge

Value Story Solution

Differentiation Financial

Justification Decision Validation

Mobile

Advertising,

Push/Pull (P/C)

In Application

Advertising

(P/C)

Social Content

(P/C/S)

Mobile Search,

SEM/SEO (P/C)

Content

Offers

(P/C/S)

Mobile

SEM/SEO

(P/C)

Mobile

Webcast

(P/C/S)

Mobile Video

(P/C/S)

Mobile Sales

Demo (S)

Location-based

event promo

(P/C)

Competitor

Comparison

Applications

(P/C/S)

Reference

Applications

(P/C/S)

ROI

Applications

(P/S)

TCO

Calculator

(P/S)

Proposal/Quo

te

Applications

(S)

Support

Applications

(S/C)

Utilization

Applications

(S/C)

P = Prospect C = Customer S = Sales/Channel



Campaign Planning: The Role of Mobile Marketing

SiriusPerspective: To maximize effectiveness, include mobile tactics in campaign planning as part of an integrated multi-channel tactic mix.

Reputation

Demand Creation

Sales Enablement

Market Intelligence

Mobile SEO, SEM, In-App Advertising, QR codes, mobile

content for social media, promotion of social likes via mobile

Mobile SEM, SEM, in-app promotions, mobile enabled:

email, content, navigation, mobile web sites and landing

pages, responsive design

Mobile sales/channel portals, applications: ROI, TCO

calculators, proposal/quote, competitive, reference, support

and utilization, mobile demos, mobile training

Web Analytics, surveys to internal and external requests for

mobile enablement, mobile preference data, marketing touch

analysis, customer loyalty metrics

Program Mobile Tactics

SEED

CREATE

ENABLE

ACCELERATE

NU

RT

UR

E


All Rights Protected and Reserved. 26

Action Items:

• Marketing

– Look for opportunities to align with current audience needs,

preferences and behaviors, but test before you invest

– Build content aligned to campaigns and the customer buying cycle,

that can be accessed and viewed across multiple mobile devices

• Sales

– Work with marketing, sales enablement and customer service to

utilize technology to make critical data available via mobile devices

– Ask marketing to develop mobile applications to support and help

accelerate the buying process

Sports fan

engagement on

mobile Presentation for Sitecore mobile engagement webinar

26th Sept 2012

Jon Reay @jreay @weareaqueduct

Who am I?

Jon Reay

● Head of Strategy at Aqueduct

● Plan and optimise digital effectiveness for our clients

Aqueduct

● 40+ team spanning strategic, creative and technical services

● Sports, finance & FMCG client base

● Sitecore premium partner and multi-award winner

Follow @jreay, @weareaqueduct

www.aqueduct.co.uk

Why Sport?

Sport is often seen as a poor commercial relation to other

sectors

Why Sport?

But in many ways, it’s ahead of the game

Sports fans are mobilising

Source: Mintel Football Business UK, Nov 2011

“There’s a positive net growth in

following sports. Falling attendance,

TV and newspaper markets are

being buoyed by migration or dual-

consumption of sports online.”

They are moving online from traditional channels

Digital consumption is rocketing

0 100 200 300 400 500 600 700

Wigan Athletic

Bolton Wanderers

Fulham

Birmingham City

Blackburn

Stoke City

Wolverhampton Wanderers

West Ham United

Tottenham Hotspur

Everton

Aston Villa

Sunderland

Chelsea

Liverpool

Manchester City

Arsenal

Manchester United

Thousands

Stadium attendance vs website visitors

Unique monthlywebsite visitors

Average stadiumattendance

Source: Deloitte Annual Review of Football Finance 2011, Comscore

You don’t have to be there to be there


● 38% of our daily media interactions with brands are on a

smartphone, and 40% of these are out of home

● 49% of the time we’re using a TV, we’re on a smartphone

simultaneously

● 22% of multi-screen use is “complementary” rather than

parallel activity

Source: Google Multi-screen world Aug 2012


● During the first week of the Olympics 41% of visits to BBC

Olympics coverage were from mobile or tablet devices

(equates to 2.3m daily visits)

● Live events online attract 3-5 times the volume of traffic

compared to post event news, with higher mobile penetration

and considerably longer dwell time

Source: BBC Aug 2012

But if you are there…

Mobile brings you closer to fans

Mobile brings you closer to fans

● It’s a personal device

● It’s always the closest screen to each fan

● It’s the only screen in many markets

● It’s always connected, everywhere

● It’s location-aware

● It’s used in a social environment

● It augments the experience in other channels

● Mobile users are typically more engaged, higher spenders

● Mobile payment ecosystems are built in

The future of mobile fan

engagement

The future of mobile fan engagement

● Multichannel, mobile-first digital strategies

● Augmenting the physical matchday experience:

● NFC and mobile payments

● Paid for digital products

● Fans are the new media

● Bodyware

How to handle mobile

Unless you’re Facebook, it’s all about HTML5

But there are more choices to make…

Responsive design – SAFC.COM powered by Sitecore

Mobile site – Manchester City FC powered by Sitecore

Native mobile apps – Manchester City FC powered by Sitecore

Multichannel approach

However you do it, combine with content management for the desktop

website and other digital channels.

Don’t create an overhead or two-tier publishing between desktop and

mobile.

Learn from your mobile users, personalise their experience, and

adapt to the changing landscape and adoption of mobile technology

in each market.

Join up the knowledge you have on fans across all channels to deliver

a truly multi-channel experience with the power of Sitecore.

Questions?

Type your questions in the chat window!

Also feel free to chat with us via Twitter at

the hashtag #SitecoreLive.

We would like to invite you to participate in a brief survey about today’s webinar!

Please visit: http://www.surveymonkey.com/s/SiriusMobile

• We will email this recording and PPT slides

after the event.

• More educational resources: visit

www.sitecore.net/resources for white papers,

eBooks, videos and more.

http://www.sitecore.net/resources

http://www.sitecore.net/resources

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