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Presented by Alex Murray, eibDIGITAL and Rob Thurner, Burner Mobile

Why mCommerce matters

This webinar – sections 6 & 7

To download the full guide visit www.developingrevenues.co.uk  

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Introduction – Rob Thurner

• 20 years digital and traditional marketing experience:

• Journalist, Group Marketing Director at Clear Channel International

• Commercial Director at Mobile agency Incentivated• Founder Burner Mobile

- Consultancy- Training in Europe & US- Books, white papers & keynotes

• Mobile clients:• John Lewis Partnership, M&S, Specsavers, Waitrose• Amex, Barclaycard, RBS• British Airways, STA Travel • Bayer, GlaxoSmithKline• Heineken, King of Shaves, • Jaguar• Pearson, Virgin 4

Mobile consultancy projects, bespoke training, white papers, keynotes

Online advice and consultingwww.smartinsights.com

Qualifications and trainingwww.theidm.com

Insights Directorwww.clickthrough-marketing.com

My co-author Dave Chaffey

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Mobile influences store sales

Source: https://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf

Deloitte: The Dawn of Mobile Influence (June 2012):• Smartphone influence on department store sales due to grow from

7% in 2012, to 24-27% in 2016• For every $1 spent on mobile, mobile is influencing $13 in store sales• ‘Influence’ works across all stages of purchase funnel

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Mobile : save time, kill time, share time

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Mobile : micro-targeting options

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Increase in mobile browsing 2010 - 2012

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Mobile activation : via SMS

Mobile activation : via Shazam

60% repeat view27% click to purchase

Source: Shazam12

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Mobile activation : via QR code (?!)

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Mobile activation : Google Goggles

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Mobile advertising & search : £1bn by 2015

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Mobile tracking growth of online adspend

Source: IAB / PWC Adspend

Source: IAB / PwC Digital ad spend survey H1 2012

• Consumer Goods 16%• Finance 16%• Entertainment & the media 13%• Retail 11%• Travel & transport 10%

Top 5 Digital Advertisers H1 2012

Mobile display advertising : H1 2011 v H1 2012

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Q&A 1

What proportion of your online display budget do your assign to mobile?

A) < 10%B) 10% - 20%C) 20% - 50%D) > 50%

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Mobile triggers and delivers brand engagement

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Traditional mobile ad formats

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Ad format : click to appstore

Rich mobile ad formats

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Unilever : rich brand engagement

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Case study Activision – Call of Duty: Black Ops II

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GOAL: Drive awareness & consumer engagement ahead of the game release date and generate social media buzz

STRATEGY: Targeting – male environments, inc Games, Social & Entertainment channelsBrand Creative – Rich Media Photo Shoot & video trailerSocial – Consumers can share their photos on Facebook and a second unit enabled Tweets to Call of Duty profile, directly from within the creative

To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes

"Mobile is increasingly becoming a key touchpoint for our core and growth audiences, and the flexibility that the campaign offered really drove the success of the campaign. We were able to provide a variety of rich content to our audience in a personalised way that other touchpoints couldn’t offer.”

Eric Folliot – Senior Brand Manager – Call of Duty

Source: millennialmedia

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Planning and buying mobile ad campaigns

• Blind Networks – cost-per-click (CPC) basis

• Premium Publisher Networks – cost-per-thousand (CPM)

basis

• Combination of CPC and CPM (and CPI)

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Mobile ad landscape : exchanges and trading

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Mobile ad planning and creation

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Mobile ad tracking and optimisation

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50% of mobile sessions start with a search

+ 223% Y.o.Y. growth for top 1000 commercial enquiries via mobile

Biggest growth categories:retail, ents, media, travel, packaged goods

85% of searches have location intent

Source: Google

Search is the most popular mobile activity

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Natural and paid search options

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Use mobile search

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Mobile search app extensions

Once the app is downloaded, click-to-download extensions allow you to direct users to a destination inside the app

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Mobile search “hyperlocal”case study : Roy’s Restaurants

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Q&A 2

According to Google, what proportion of mobile search has location intent

A) 25%B) 45%C) 65%D) 85%

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Spectacular rise of the tablet

Source: Google

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Tablet target audiences

Source: Google

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43% of sample prefer search on tablets

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Searches across 3 screen complement each other

Source: Google

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TicketsNow : site, ads and search boost mobile sales 100% in 1 month

Summary

• Mobile influences consumers throughout the purchase cycle - Make mobile activation visible, quick, easy

• Mobile advertising delivers unique micro-targeting- Target using demographic, location, device variables

• Mobile search offers unique advantages over desktop- Trial mobile ‘extensions’, remember location!

• Mobile provides precise data trail for all interactions- Test, measure, refine constantly to optimise performance

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After 1 month of launching its mobile-optimised site, mobile advertising and mobile search campaign, TicketsNow boosted mobile sales by

A) 10%B) 20%C) 50%D) 100%

Q&A 3

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Thank you. 

To download the full guide and infographicsvisit www.developingrevenues.co.uk  

Any questions?