Mta mmm financial masterclass v1.0
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Mobile Marketing Priorities for 2013
Rob ThurnerFounding PartnerMobile Training
Academy29 Jan 2013
Building mobile into your business strategy
Rob Thurner Mobile consultant, trainer, speaker, author
20 years digital and traditional marketing experience
Digital, Tutor and Trainer
- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers
Founder, Burner Mobile
- Consultancy, white papers, keynotes
Author
- 10 key decisions for mCommerce success
- 7 steps for mobile marketing success
Mobile clients
- Amex, Barclaycard, RBS, British Airways, Jaguar
- M&S, John Lewis Partnership, Heineken, GSK© Mobile Training Academy 2013
Mobile Training Academy
Bespoke, in-house training developed and delivered by a team of hand picked experts with hands-on, UK and global expertise
MTA team partners already committed
© Mobile Training Academy 2013
#1 Start with the consumer! Understand mobile behaviour trends
© Mobile Training Academy 2013
AppsMobile sitesMessaging Social Location
mCommerceMobile ads Mobile search Codes & coupons
#1 Start with the consumer! Match your offering to their mobile behaviour
© Mobile Training Academy 2013
Business Objectives
Assess mainstream and future
mobile landscape
Integrate with comms & data
strategies
Select and manage mobile
partners
Align stakeholders to develop
mobile culture
#2 Build mobile into business strategy … Board level agenda item
© Mobile Training Academy 2013
#3 Mobile through the customer journey … working through the purchase funnel
© Smart Insights / Burner Mobile 2013
#4 Optimise your site! … 4 seconds or bounce and never return
© Mobile Training Academy 2013
#4 Optimise your site! … HTML5 success stories
© Mobile Training Academy 2013
#5 App focus on UX / content experience
© Mobile Training Academy 2013
#5 App focus on UX / navigation
© Mobile Training Academy 2013
#6 Make discovery quick & engaging … 50% of mobile sessions start with search
#6 Make discovery quick & engaging … deliver standout in competitive sector
© Mobile Training Academy 2013
Change in industry sector mobile display market shares 2011 to H1 2012Source: IAB / PwC Digital adspend survey H1 2012
Source: Weve
#7 Build long-term loyalty with mobile … time & location based data trail so test & learn
© Mobile Training Academy 2013
Check and charge up your Starbucks Card
Pay with your iPhone or iPod Touch at U.S. Starbucks stores
Locate a mobile payment Starbucks near you
Track your Starbucks Rewards program
#7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation
© Mobile Training Academy 2013
#8 Be realistic about mobile payments … manage expectations!
© Mobile Training Academy 2013
#9 Conversion Rate Optimisation … constant improvement
© Mobile Training Academy 2013
#9 Conversion Rate Optimisation … address people and processes
Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales
Technology is no longer the major barrier preventing companies from improving conversion rates
The challenge is becoming one of people and processes
Source: Econsultancy / Red Eye http://econsultancy.com/uk/reports/conversion-rate-optimization-report
© Mobile Training Academy 2013
#10 Win board level support … mobile disrupts and transforms
© Smart Insights / Burner Mobile 2013
Mobile resources
Site Content
www.mobilemarketingmagazine.comwww.iabuk.netwww.smartinsights.comwww.burnermobile.comThe Mobile PlaybookOur Mobile PlanetGoogle Mobile Ads Blogwww.flurry.comwww.comscore.com
News, case studies, awardsCase studies, white papersDigital strategy, analytics, blogBlog, market analysisGoogle guide – winning with mobileGoogle – Q&A on mobile consumersGoogle blog on mobile advertisingMetrics, appsMobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
© Mobile Training Academy 2013
Thank you for your time
For the deckText KNOWLEDGE and YOUR EMAIL to 88600
[email protected]: +44 7793 804419
@MTAMobile