A new presentation delivered as a keynote at Mobile Marketing Strategies conference. London, November 2012.

1. Integrating mobile
into multichannel
strategy
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy advice
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2. The amazingly rapid growth
in mobile use – an example
Source: Craig Sullivan (Belron/Autoglass)
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3. Autoglass mobile optimised site –
Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
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4. Betfair’s Mobile Value Proposition (MVP)
Betfair‟s mobile app generated £1 billion of bets in
the last financial year. 168,000 used it‟s app, a 122 https://touch.betfair.com
percent increase.
For 2012 c £2 billion, 15% of revenue 275,000
app users. Half of all UK customers have placed
bet.
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5. Agenda
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6. About Dave Chaffey
www.smartinsights.com www.theidm.com
www.clickthrough-
marketing.com
www.smartinsights.com/mobile-marketing/
Mobile Marketing Strategy Guide by Rob Thurner
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7. Where are you on
your mobile marketing journey?
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8.  PLAN
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9. Mobile brand Mobile brand
discovery experiences
Mobile search Desktop site
(natural and paid) (Responsive design?)
Mobile publisher
Mobile optimised site
display ads and
(scraped)
comparison sites
Mobile social Mobile optimised Multichannel
networks site (personalised) Company
Consumer Physical
Email on mobile Location and coupon-
store
devices enabled
presence
mobile site
Mobile app
Push notifications
on mobile OS
Offline prompts from Mobile payment
ads: QR/action codes options
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10. A balanced mobile strategy?
Effectiveness: Efficiency:
“Doing the right thing” “Doing the thing right”
• Plan and Strategy • Mobile optimised site vs App
• Reach - targeting • Responsive design
• Act – activation and • Payment option
proposition • QR codes. NFC.
• Conversion – Sales • Analytics and conversion rate
• Engage – Long-term optimisation (CRO)
Integrated : Multichannel “Siloed”
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11. Running case study:
Debenham’s strategic pillars
Consistent Device Agile
developmen Multichannel
brand Specific
t journey
experience functionality
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

12. Success factors for today’s
marketing according to Google
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13. Making the business case
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14. Consumer digital platform
demand at Debenhams
Total Hourly Demand by Device
14.00%
12.00%
10.00%
8.00%
Dotcom
6.00% iPad
Mobile
4.00%
2.00%
0.00%
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

15. $ 6 billion
UK
Source: Forrester
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6.8% mobile phone (exc Tablet) of all Ecommerce sales

16. Understanding
multichannel journeys
Smart Insights: ROPO summary of Google case
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17. Some rules of thumb for
your business case
 A mobile-optimised site will convert at around
half the rate of a desktop site, however...
 A non mobile-optimised site will convert at around
half the rate of the mobile-optimised site
 Of people who research on their mobile device, 39%
go onto to purchase on their desktop device and
24% go onto purchase in store
 Around 30% of consumers use their mobile in store
to inform purchases through in-store wifi or
scanning barcodes
 Overall mobile optimised will give a 2% increment in
sales from creating a mobile optimised site
Source: Source: Damon Mannion, Venda 17

18. Mobile is influencing store sales
Deloitte (2012):
•Smartphone influence on department store store sales is due to
grow from 6.7% in 2012, to 24-27% by 2016
•For every $1 spent on mobile, mobile is influencing $13 in store
sales
Research
Browse vs. purchase Purchase
channels channel channel
40
120% Mobile
100%
%
researche
80% rs who go
60% Browse on to
40% 35
Purchase make a
20% purchase
%
0%
Store Website msite Apps
88% Debenhams customers use mobile to 20
browse vs. 12% purchase %
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

19. Access to mobile in stores (these
are market stats, not Debenhams)
Debenhams app:
i. Price checking
ii. Size availability
iii. Order straight from their phone
iv. Customer reviews
v. Beauty Club: Collect points & redeem
rewards via mobile
vi. Push notifications – driving footfall in
store & awareness of promotions
•Shoppers who use a retailer’s dedicated app are 21% more likely
to make a purchase than those who don’t
•Customers who read reviews are 2x more likely to convert
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

20. Barcode scanner driving mobile
interactions in store
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

21.  REACH
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22. Mobile search marketing – using
the Keyword Tool to find potential
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23. Mobile Adwords
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24. Mobile advertising
 Mobile ads (Google AdWords and Display) can offer:
 Incremental reach
 Increased frequency
 Lower CPCs (for now)
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25. Activating mobile
through Action (QR) codes
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26. Magazine NFC codes
http://www.youtube.com/watch?v=eDbDeohJfW4
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27.  ACT
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28. Creating the right mobile
experiences
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29. Mobile design – spot the difference
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30. Mobile design – the future is personalisation
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31. Coke’s new responsive design
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32. Retail responsive design
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33. Retail responsive 2
Search > Browse > Buy
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34. Mobile site vs mobile App or… Which
Mobile Value Proposition (MVP)?
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35. The future?
http://www.youtube.com/watch?v=yEXEonTlfT0 http://www.youtube.com/watch?v=yEXEonTlfT
0
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36.  CONVERT
 CRO
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37. Mobile sales growth at Dominos
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38. 38

39. Mobile CRO
See Craig Sullivan for more details:
www.slideshare.net/sullivac
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40. Reviewing complex journeys
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41.  ENGAGE
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42. Reviewing satisfaction levels by
channel / platform
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

43. Mobile CRM: targeted messaging and voucher codes
M&S developed a fully
integrated multi-channel
strategy to building its
mobile database, which
now exceeds 1 million
customers.
Mailshots carried unique
codes which respondents
were invited to text in to a
dedicated M&S shortcode
in order to win loyalty
points.
In the process, M&S
harvested „opted-in‟ mobile
numbers matched to
existing customer records.
The same logic applied to
email addresses to append
mobile numbers for 43
existing customers.

44. Taking advantage of mobile loyalty
O2 Priority
moments : 250,000
business qualify to
use service
Customers have
saved £23 million
through 4,400
offers
O2 Wallet
•Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.
•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodes
while in-store to look for better prices online. Payment and delivery details are entered automatically.
•Special offers - discounts are available from the partner retailers
•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively a
bank account
•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to load
money and act as a standard contactless prepaid payment card.
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45. Delivery timeline
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

46. Future innovation
In store stock availability
Mobile Payment
Tablet site
10% off
code
Audio watermarking
TV app
Source: With thanks to Sarah Bailie,
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Mobile commerce manager at Debenhams

47. Let’s Connect!
Questions & discussion welcome
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
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ghts
 Email Newsletter
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www.twitter.com/DaveChaffey
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