MOBILE handbook series - IAB UK to integrate comms... · The report identifies that ‘social...

how to integrate your

MOBILEcommunications strategy

MOBILE handbook series

introduction 1

how to define your objectives 2

how to understand your audience 5

how to use data 10

how to consider other media 16

conclusion 21

Contents

how to integrate your mobile communications strategy

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Introduction

In today’s world it is rare to find someone who doesn’t rely on a smartphone or some kind of handheld device and a slew of mobile apps to stay productive at work, on the road or even in their home. There are so many mobile electronic gadgets on the market including the ever growing iPhone and Android devices.

Mobile is a growing industry but it is still also considered uncharted waters for many businesses looking to expand brand awareness. If integrating a mobile strategy into your communications strategy is on your company’s radar, then this handbook should help to get you going. Initiation of a mobile strategy should always begin with thinking about the basics: who, what, why and how. Start by asking yourself the following questions.

Who are your customers and who are you trying to reach? What tasks and needs does your audience have? Who will want to engage with your mobile content? Why do your customers need information from you in a timely manner? Why do you need to create content to be viewed both in standard web browsers and on mobile devices? How will your target audience access your mobile content (which type of handheld device)? How will they use your content in their daily lives? How will you make your mobile content sticky and engaging?

How to integrate your mobile communications strategy

1

By

Amit Kotecha,Mobile & Networks Manager - IAB UK


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Turbulent times have a number of effects on industry. Market innovators identify these effects and create opportunity, while their competitors spend their time trying to catch up. AKQA’s founder and Chairman, Ajaz Ahmed has a mantra for when we are developing strategies for our clients: It’s good to be the first. It’s better to be good. It’s best to be both.

Being first. The turbulence in the mobile space is being felt in all businesses and many marketers have responded with a knee-jerk reaction, instead of defining their objectives first. The area of native apps is one such example of where this reaction has taken place. Over the past four years the popularity of native apps, with both consumers and marketers, has exposed gaps in the market that brands have moved quickly to fill – sparking a race to be first. But not all have succeeded and Deloitte have highlighted that 80% of branded apps struggle to achieve 1,000 downloads. These brands are at

By

Dan Rosen,Head of Mobile,

AKQA

Being first, being good, being both

How to define your objectives

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3How to integrate your mobile communications strategy


best first, but unfortunately not very good. At worst they were neither. This is, amongst other reasons, a result of ‘accidental’ mobile strategies - or in other words choosing your solution before understanding your challenge.

Being good. Those who have succeeded with native apps have made decisions informed by behavioural insights coupled with deep technological understanding. These are key to defining your objectives. Behavioural insights enable you to understand your consumer and technological understanding informs you as to what is possible and reveals where you can innovate. One such success story is Nike Training Club. Understanding that Nike’s female audience needed their work-outs to fit around their busy schedules, AKQA helped Nike produce a personal training app that has become genre defining. To date the app has delivered 35 million minutes of work-outs globally and the results underline the importance of objectives that are rooted with insight and aiming to be best in class.

Being both. Similarly the Heineken Star Player app was also informed by key insights. Counter intuitively many of Heineken’s target segment weren’t watching UEFA Champions League football in bars and pubs. Actually they were at home, watching their TV and using their smartphone to go online, often engage socially. Those key insights enabled us to further leverage the brand’s sponsorship of the Champions League. AKQA helped Heineken create an app that was a world first and a technological achievement in itself: a real-time, dual-screening, companion app for watching football. Heineken are now enhancing the viewing experience of the matches they are sponsoring, through the application of behavioural insights coupled with deep technological understanding. Brand engagement has averaged 48 minutes, showcasing how it’s best to be both.

Mobile in the Four Screen Environment

Even though releasing a world first, well executed, is no mean feat - the mobile space is developing at such a rate that new technologies are constantly being made available to us. In fact in the last four years companies that had never operated in the mobile space captured 85% of the industry’s profits. However it isn’t just technology that is driving new opportunities, it’s also consumer

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usage. AKQA’s research into the behavioural patterns around dual screening has shown that consumer behaviour is also shifting frequently. The way consumers are using their mobile screens between, alongside and with other screens is creating new media opportunities that have never existed before. The four screen environment (smartphone, tablet, PC, TV) is a fertile ground for marketers to cultivate.

While defining your objectives in this area marketers need to rethink the current paradigm of channels. Mobile isn’t just another channel. It is the channel that is going to join the dots between all of your other channels. Therefore objectives can’t be silo-ed. Mobile should be considered in every aspect of your comms strategy, considering how your consumers are using their mobile screen alongside other screens. Early and innovative examples include companion platforms for TV shows (zeebox.com), immersive experiences between smartphones and PCs (kijjaa.com) and synchronised gameplay between multiple smartphones and tablets (see FIFA 12 for iPad). Constraining your thoughts to individual screens and channels would lead to missing such opportunities. One of the mobile marketer’s biggest challenges over the next twenty-four months will be their ability to focus and optimise activity for mobile screens, but critically and additionally thinking broadly and holistically about the other screens.

Understanding and leveraging multi-screen technologies is set to be the cornerstone of smart digital marketing thought - all underpinned by the blistering adoption of smartphones and touch screens by the consumer. Therefore, forward thinking mobile strategies that have an informed platform roadmap will take into account not only the complex mobile landscape but also consumer usage and behavioural patterns. This is the starting point for any brand that has aspirations of being first, being good or preferably both, in mobile.

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By

Lee Blyth,

Head of Sales, InMobi

Another year of mobile marketing has closed and again we hope that the investment in our sector will continue to grow. Mobile has certainly made the headlines in 2011 with reports of a fast growing smartphone audience, reaching over 30% of the population or 20+ Million users. These ‘users’ are now across all demographic groups and not necessarily the earlier adopter set of earlier years – Smartphone’s are ubiquitous and are becoming increasingly accessible to the masses via the cheaper entry and ‘all you can eat’ data packages.

Our ability to understand this ever growing audience is becoming easier than ever. Our view in the UK is proving less fragmented now than other EU markets due to great reports from both comScore, GSMA and IAB research, in addition to detailed ‘on network’ data we are able to share the

How to understand your audience

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marketplace. We also have mobile search analytics, supplier side targeting and new tools that allow real insights into consumer behaviour, and the full range of mobile activities conducted throughout the day.

A great starting place in understanding this behaviour is via the IAB’s ‘Mobile and the Media Day’ (www.iabuk.net/research/library/mobile-and-the-media-day-consumer-research) report. This report examines the 24hr period of mobile media usage and makes interesting conclusions of mobile users throughout all periods of the day.

A sample of findings below:

• Mobile media usage peaks 6-9pm

• Mobile media sees increased usage on weekdays

• Mobile browser is the dominant method of access (internet).

Mobile media usage peaks 6-9pm

Source: IAB, Mobile and The Media Day Research, 2011

0-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am2

2.2

2.4

2.6

2.8

3

3.2

3.4

3.6

3.8

4

Average number of mobile media usage occasions

No

. of

mo

bile

med

ia u

sag

e o

ccas

ions

total mobilemedia usageoccasions perday

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From this report it’s clear that the mobile audience is more active at home in the evening, weekdays, consuming and multi-tasking media after 6pm. You can probably picture youself at home watching TV and using your smartphone with quick wi-fi access. The smartphone has become the device which is constantly with us, and has a very intimate function in our lives.

The report identifies that ‘social media’, ‘entertainment’ and ‘boredom’ are the most popular drivers of evening mobile media usage. More importantly, we can finally see the view that mobile above all media holds our attention for longer periods of time, eclipsing TV and even our trusty laptops or tablets.

But mobile holds consumer attentionfor the most part

Can you score each media in terms of your attention level out of a total of 100.

6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am20

25

30

35

3.4

45

50

mobile media

Newspaper/magazine

PC/laptop

Radio

TV

Ave

rag

e en

gag

emen

t sc

ore

Source: IAB, Mobile and The Media Day Research, 2011

1 18 mobile media occasions on the average day Consumers are using mobile media as part of their daily routine. Having

a mobile presence is a hygiene factor

2 69% accessed content via browser - It’s not all about apps!

Brands need to ensure their site works on mobile primarily

Overall the 5 key implications of the report state:

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Having reviewed our mobile audience it’s clear we need to engage them across browser environments primarily (in addition to app’s), realise its ‘always on’ 24/7 and be aware it’s becoming the primary media device of choice. Mobile sites can operate across all devices, which is perfect to hit the overall mobile media audience..

Connecting with this audience now is becoming increasingly simplified as most large publishers, service providers and media players allow extensive targeting across their audience segments, and mobile assets. Brands need to think about the range of targeting options available on mobile, which broadly speaking is more comprehensive than current web options.

As we’ve learnt, unlike the PC the mobile phone is the most important and personal device available, it’s a chance to connect to the consumer one-to-one. Thinking about this personal 1:1 communication opportunity is key. This is only valuable if you know who you are talking to!

Let’s face it, any form of targeted advertising works better than generic ‘billboard’ ad’s pointed at the masses – the same rules apply to mobile.

3 Mobile is an evolving companion

Mobile present’s brands with different opportunities throughout the day make sure your offering fits with what consumers need

4 40% agree they often use their mobile if they see an interesting ad

Mobile should be considered in all advertising campaigns as a potential response mechanism

5 27% used their mobile in the week because it was their first choice of media

Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand

Audience Targeting

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Brands should consider the below options when planning Mobile activity

• Age, gender and location of consumer

• Specific mobile device choice (to optimise experience)

The consumer ‘device choice’ expands the opportunity for brands to communicate from mobile browser, App environments and execute new ‘rich media’ ad formats.

I would argue that the younger audience segment has the greatest opportunity to be ‘wowed’ with impactful creative – which hopefully will be shared socially with their friends.

Brands should be aware of the opportunity this represents for viral and social sharing, and look to include a social element for this audience.

The future of mobile marketing will see mobile ad formats become more personal and entertaining as mobile publishers & networks evolve to offer new solutions to advertisers. Data Privacy and user awareness will also need to evolve to ensure this special dialogue can continue. It’s fair to say mobile targeting will eclipse web campaigns in due course and be viewed as the primary method of 1:1 consumer communication. Our devices are shaping up to become more powerful, cheaper, with faster networks on the horizon. In two years we’ll see more internet users coming online via mobile than the PC (Morgan Stanley), so brands need to get on board now and build a great mobile strategy to capture these future users.

Mobile Network Targeting

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By

Richard Firminger,General Manager, Europe, Flurry

How to use data

Achieving success in any app store has become more challenging: There are now approximately 500,000 apps in the App Store and 350,000 in the Android Market. In an age where retaining and engaging customers within an app requires multiple strategies, brands no longer need to rely on download numbers as their core success metric. They can now access a powerful and sophisticated suite of free analytics tools. With more data collection at their disposal, brands can more rapidly drive much deeper insight into what their consumers are doing and how they are engaging with their apps.

There seems to be a significant change in mind-set. The focus has moved beyond pure downloads toward customer engagement. Using analytics allows brands to secure optimal return on investment, making the inclusion of mobile analytics an essential part of the marketing mix.

Implementing analytics tracking codes into a mobile app is simple and takes just minutes. Whether brands are looking to acquire customers and drive them toward a specific action (such as a purchase) or purely measure levels of customer engagement, analytics will show if they are achieving their metrics.

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Typically companies using analytics in six different ways:

1. To Understand and Improve the User Experience

This table shows a casual, arcade-style game. Looking at the “user path” flow of all users that start the game, we see 25% quit outright. Why? A couple possible reasons: 1) the game concept was hard to understand and 2) it wasn’t explained well enough to hold the user’s interest. The game

Key Feature Business Benefit

Usage Statistics Measure the absolute performance of an app (e.g. new users, active users, sessions, retention, etc.)

Usage Benchmarks Measure the relative performance of an app (e.g. key metrics vs. app categories and the market)

Audience Analysis Understand the make-up of an app audience (e.g. age, gender, location and category interest)

Audience Segmentation Group your audience into meaningful groups based on any metric (e.g. paying vs. non-paying users)

Events Management Learn what tasks users complete within your app (e.g. complete levels or transactions)

Portfolio Management Measurement overlap in consumer usage across your portfolio as well as up-sell and cross-sell conversions

START_GAME

47.3% 25.2% 19.4% 6.9% 1.2%

All Other Events(120,986)

HELP_VIEWED(697,207)

START_GAME(1,953,887)

SESSION_QUIT(2,540,122)

GAME_OVER(4,775791)

GAME_COMPLETE(4,775791)

SESSION_QUIT(327,774)

GAME_OVER(73,850)

START_GAME(56,771)

All Other Events(42,429)

0.4%0.6%0.7%3.2%42.4%

developer found this discovery interesting and a bit surprising: the majority of the company’s games had been simple-to-understand hit games, often topping the App Store charts. Another wrinkle was that only 7% of users sought help (see “HELP_VIEWED” flow chart box). This data told the app maker to 1) make the game more intuitive to play and 2) make “help” easier to find right away.

2. To Measure and Segment Audiences

This image shows a user analysis for a “freemium” game (i.e. a game given away for free so that users have opportunities to purchase in-game goods and currency), based on a “farm” mechanic (i.e. consumer plows a plot of land, buys and plants a seed, and returns later to harvest it. In return, they earn coins and can buy more land, grow the farm, and continue the cycle). The game maker wanted to better understand its audience by creating segments: male, female, paying users, U.S. users – a combination of gender, paying history and geography. With the data, the company discovered that females were slightly more loyal than males (the game art-style had an appealing “cuteness” factor).

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Additionally, U.S. users exhibited far more faithfulness than the rest of the world. Finally, the company gained a better understanding of its paying users. The difference in their behaviour came to light quickly via the segmentation. Devoted to the game, they often played a lot longer per session than non-paying users.

3. To Measure Customer Retention & Undertake Re-Engagement Campaigns

This chart shows the percentage of consumers who continue using an app, since their first use, over 12 months. At the far left, marked as month “0,” 100% of a consumer cohort begins using an app. After three months, 24% of them continue using. After 6 months, this percentage shrinks to 14%, and, by 12 months, only 4% are left. For this analysis, we compiled data from 25 apps downloaded a cumulative 550 million times. With app downloads increasing month-over-month, we know that consumers are both discovering and using apps more than ever. And while the industry often talks about discovery as a problem, we think the real problem is customer retention. Further, always trying to rank high, as a tactic, is not only untargeted and expensive, but also suffers from diminishing returns. Analytics enable brands to understand user habits and to further engage lapsed customers in retargeting campaigns.

iOS & Android App User Retention, Months Since Acquisition (%)

Source: Flurry Analytics & Estimates

100%

0 1 2 3 4 5 6 7 8 9 10 11 12

38%29%

24%20% 16% 14% 11% 9% 7% 6% 5% 4%

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4. To Track Sales Conversions

A leading newspaper had a popular app. Consumers could only access certain content, after which they were asked to pay a subscription to access the rest of a story or more stories. Using in-app analytics, the newspaper created a customer flow that tracked how many consumers started to purchase a subscription but then abandoned the transaction mid-purchase. They discovered a loop-hole that let consumers access the content for free by first initiating the transaction then immediately cancelling it. This practice allowed for a significant revenue loophole gap that was only plugged due to the insight gained through using analytics.

5. To Track Ad Network Performance

A popular app maker decided to show videos from an ad network, using analytics to track what consumers did just after viewing the video. The company found, much to its surprise, that the video was interrupting the experience. More consumers than usual (30%) were quitting the app. The publisher didn’t want to lose any more of its audience: it soon removed the video ad unit.

6. To Track Sales of Virtual Goods and Consumer Lifetime Value

46.7%

20.6%

12.1%

7.2%

4.5%

2.3%

1.7%

1.5%

0.9%

0.7%

0.5%

0.3%

0.99

1.99

1.99

1.99

2.99

3.99

3.99

3.99

4.99

6.99

19.99

49.99

170,157

75,145

44,058

26,339

16,212

8,551

6,067

5,579

3,354

2,422

1,645

920

Value Count % of Results

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This popular freemium app on iOS charts the sales of virtual goods over a 30-day period. Analytics are used to track both when an in-app purchase took place as well as the price paid. By doing so, the publisher could understand both the volume and revenue by purchase price, allowing the company to tune the prices they charged for certain goods. They used this data over time to optimize their in-app purchase revenue.

Conclusion

The depth and breadth of data that analytics provide brands should no longer be viewed as an optional extra but as an essential part of any app marketing campaign. Much like with any other medium, consumer insight on mobile is the key to enhancing engagement and boosting revenues as well as driving up levels of measurement and accountability. Now, brands can use mobile analytics to truly see if they are getting real return on investment.

PG.6

16

How to consider other media

By

Jason Cross,Marketing Director, Incentivated

How to integrate mobile into a wider campaign.

Mobile, as a channel for marketing, is not an island or in a silo. There is any amount of behavioural research in existence that shows that the mobile phone is your customer’s most personal media accessory, it is still a device that is used within the context of someone living their life.

As such, a really powerful way to consider the strategic use of mobile is to ensure that you consider how mobile complements all your other marketing and how, when exposed to that other advertising, and sufficiently motivated by it, your potential customer is likely to react to it using their phone as a preferred reaction channel.

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Therefore, mobile is a very powerful direct response element in your marketing toolkit. The simplest and quickest ways of doing this are to add shortcode SMS or QR barcode reply mechanisms to your advertising.

More involved opportunities include making sure that your website is optimised to work on (ALL) mobile phones (Google’s “GoMo” tool http://www.howtogomo.com/en/ can help by rating your site’s suitability on smart phones) and that you have an API in place that identifies a mobile phone is trying to visit the website and automatically re-directs the browser to the mobile presentation layers for that specific phone.

We will also begin to see, as more devices are launched with the right chips in them, the use of contactless RFID tags that can accomplish all the same, but in a way that is far easier to explain to the customer – “just put your phone next to this icon..”.

As well as being linked to electronic payment opportunities, much simpler use of RFID tags will enable a customer to access specific information on an item of clothing or a tin of beans simply by ‘touching’ their phone to the price label: this could, for example, include the ability to access and purchase a wider range of a given product – size, colour, quantity etc than is currently available in-store.

PG.6

18

Mobile as a response tool makes it faster and easier for your customers to directly and immediately take action based upon your marketing communications activity, improving response rates, generating interest, improving the ability for such discoveries to be shared, and turning the passive consumption of advertising into a more pro-active opportunity.

Measurement and tracking of such mobile interaction also allows for better reporting overall on marketing communications performance.

So, for example, Cabwise is a service that requires the use of a mobile to be delivered. The communications strategy is dependant on using ‘other’ media, targeted and bought based upon customer insight. And, as important, is then the creative implementation of the drive to explain how your customers should use mobile to access the service.

QR (Quick Response) or 2D barcodes have become the marketing cliché of recent conversations – almost overtaking the ubiquitous “I’ve got to have an app” non-strategy! At their simplest, they are a visual shorthand way of accessing a web address simply by being ‘scanned’ by the customer’s phone (via an app).

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The code can be used to instigate a number of actions on a mobile phone: typically it opens up a website (make sure it’s optimised). But it can also be used to access an app store to download an app (by implementing an API, the same code can identify the type of phone/ OS being used and direct the customer to the ‘right’ app store – you don’t need a different code for different operating systems!). It can also be used to open up a pre-populated (number to send to and message content) SMS , or even an email. It could, conceivably, initiate a phone call to your sales centre.

Mobile can be used as a way to capture data more accurately (and with reduced transcription errors) by the simple use of a text message Tate Modern replaced their paper-based solution with a text-based one, for example.

A YouGov survey identified that customers are open to receiving offers from brands via SMS. The caveat here is, that they are not willing to just have these sent to them randomly. Sending targeted messages by SMS to an opted-in customer, who has explicitly requested such information does reap commercial returns, as the 2010 research into messaging carried out for the IAB and DMA by M&S clearly highlighted.

Another key area that mobile is becoming increasingly important is the delivery of ‘local’ services. At the 2011 IAB Engage for Mobile event, Google highlighted that half of mobile internet browsing starts with ‘search’ and that maps are an increasingly important search result.

Figure 9: 75% of smartphone users would like to get notified for new offers via SMS. Source: YouGov Plc.

75%via SMS

via mobile applications

via mobile internet

10%

10%

20

Integrating location marketing with your advertising campaigns provides a further layer of usefulness for consumers. With technologies like GPS and network-lookup, your campaign can provide consumers with the opportunity to find directions to your store, receive location-aware offers (e.g. O2 More service uses geo-fencing technology that automatically triggers an ad to be sent to a mobile device when its opted-in user enters a certain location detected by proximity to mobile towers) and incentives, and personalised information.

The Royal Borough of Kensington & Chelsea has re-built its mobile website in order to incorporate a detailed mapping service to help visitors navigate the borough, whilst Mothercare provided the ability for customers to send an SMS and receive a link to a map of their nearest store.

And, recently, the SaveMe4Later smartphone app has been launched which allows users to save the brand name and location of ads they see and are interested in, when they are out of range of a mobile signal, such as in the London Underground.

The app has to be downloaded to the mobile phone first.

When the phone gets a signal again, the SaveMe4Later app processes and then automatically downloads the relevant ads for the saved brands, either to a web account or directly to the mobile phone handset.

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Conclusion

To take a quote from the advertising mogul Martin Sorrell (WPP - CEO),

“…the area that fascinates us most is Mobile. We see the biggest discontinuity between how much time people spend on mobile and how much marketers are investing in mobile. That area is where we see the most potential and for relative growth.”

http://community.microsoftadvertising.com/blogs/asia/archive/2012/ 01/23/advision-at-ces-2012-wpp-ceo-sir-martin-sorrell-on-digital-advertising-budgets-and-mobile.aspx

Agencies are beginning to put mobile at the centre of campaigns and building mobile into the wider communications strategy for their clients. The quote from Martin sorrel shows that the previous industry fragmentation is now converging. I am sure you have heard it before but “watch this space!”

For more information on mobile please contact

the IAB or one of our members.

Amit Kotecha, Mobile and Networks Manager, IAB [email protected], 0207 050 6969

22

4th ScreenJenny O’Connor0207 921 5528

AdMob - part of GoogleNicola [email protected]

AddictiveSimon [email protected]

AdfonicPaul [email protected]

Blismobile MediaGreg [email protected]

CelltickMarc [email protected]

CeltraJonathan [email protected]

comScoreJeremy [email protected]

Deutsche TelekomJames [email protected]

Everything Everywhere(Orange and T-Mobile)Chris [email protected]

Fetch MediaJames [email protected]

First PartnerRichard [email protected]

FlurryRichard [email protected]

GoogleNicola [email protected]

GrappleAmy [email protected]

Guardian News and MediaLee [email protected]

IncentivatedJason [email protected]

InMobiFeryal [email protected]

IPSOSGavin [email protected]

Linking MobileDavid [email protected]

MadvertisePandora D’[email protected]

MediaComGeorge [email protected]

Microsoft AdvertisingMandeep [email protected]

millennialmediaZac Pinkham [email protected]

Mobile Commerce LtdSteve [email protected]

Mocean MobileFred [email protected]

MojivaNick [email protected]

MovementClive [email protected]

NAVTEQ Media SolutionsJuan [email protected]

OMDAlex [email protected]

MobileDirectory


Somo AgencyAndrew [email protected]

StrikeAdSimon [email protected]

String™Yush [email protected]

ThreeJoanna [email protected]

WisterGuenole Le [email protected]

Yahoo!Ed [email protected]

YOCGary [email protected]

Yodel DigitalJustyn [email protected]

On Device ResearchAlistair Hill020 3239 2598

OpenMarketDavid Sheridan07540 572 123

RippllDoug [email protected]

Sky MediaTim Hussain0207 705 4616


Internet Advertising Bureau

14 Macklin Street,London WC2B 5NF

t +44(0)20 7050 6969t +44(0)20 7242 9928

e [email protected]

www.iabuk.net

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