Harness The Full Potential Of Mobile Through Paid Search
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Transcript of Harness The Full Potential Of Mobile Through Paid Search
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© 2012 Net Media Planet 1
Harness the full potential of mobile through paid search
Sri Sharma, Managing DirectorFebruary 2012
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© 2012 Net Media Planet 2
Award-winning paid search agency helping ambitious clients maximise the potential of
their online marketing
Net Media PlanetThe PPC People
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© 2012 Net Media Planet 3
Some of UK and International clientsWe have a wide portfolio of clients across all major verticals
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© 2012 Net Media Planet 4
Source: Increase 2010-2011 UK - Centre for Retail Research
584% growth in mobile revenue
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© 2012 Net Media Planet 5
New dimension called Location
On the move At home On the high street
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© 2012 Net Media Planet 6
Simplicity Immediacy Context
Source: Forrester Research 2011
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© 2012 Net Media Planet 7
Approach to harnessing mobile
Granular Approach
Creative Ideas
Keep Testing
Customer
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© 2012 Net Media Planet 8
On the move
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© 2012 Net Media Planet 9
Improving Papa John’s bottom line
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Approach
Communicate with customers when they are hungriestCareful product selection to drive revenueCreate messaging with appetite appeal
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© 2012 Net Media Planet 11
Creative workshop
Image of 3 devices in cols
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Results:
Mobile revenue per click
increased +48%
Profit per pound spent
increased +139%
AOV increased +13%
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© 2012 Net Media Planet 13
Driving new customers for O2
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© 2012 Net Media Planet 14
Approach
Target non 02 customers onlyCreate mobile specific messaging stressing ‘simplicity to move’Simplified order process
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© 2012 Net Media Planet 15
Results:
Mobile customer
specific ads increased
CTR +35%
ROI +15% higher
Mobile click to sales x3
shorter than on
desktop
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© 2012 Net Media Planet 16
At home
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© 2012 Net Media Planet 17
Be at the top of the Tablet search results
CTR CTR
Average position Average position
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© 2012 Net Media Planet 18
When is mobile not really mobile ?
Indexed
Hours
Sales on Tablet devices - by time of day
Source: Net Media Planet - Retail clients, Q4 2011
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© 2012 Net Media Planet 19
Target wifi only
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© 2012 Net Media Planet 20
Building brand awareness through helping clients travel happier
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© 2012 Net Media Planet 21
Approach
Launch of a creative iPad app - ebookersExplorerMobile display campaign across 12 markets on AdMobA focus to drive rapid App download rates
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© 2012 Net Media Planet 22
Results:
Top of app
marketplaces in 2
weeks
Brand awareness
through differentiation
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© 2012 Net Media Planet 23
On the high street
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© 2012 Net Media Planet 24
Driving local store awareness and footfall
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Approach
Specifically target mobile customers close to storesIncrease visibility - the closer the customer proximity to storeProvide options of mobile site and directions to closest store
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© 2012 Net Media Planet 26
Results:
Mobile traffic
increased +76%
Mobile revenue
increased +17%More awareness of local stores
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© 2012 Net Media Planet 27
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“Aspirations to turn
competitor stores
into showrooms”
Strong pricing &
value proposition
Effective shopping
app
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© 2012 Net Media Planet 29
Keeping customers engaged
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© 2012 Net Media Planet 30
High Street mobile online
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© 2012 Net Media Planet 31
3 Key Takeaways
Consider the effect of Location on your customer view
Be granular in your approach
The winners will be those who invest in being creative and testing
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© 2012 Net Media Planet 32
Thank youContact:
0203 008 8321
Twitter: @netmediaplanet @srisharma
Blog: netmediaplanet.com/
blog
Any questions?