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Mobile Marketing
10 common mistakes
and a
10 step plan
On the Edge Digital
London 1st October 2013
Dr Dave Chaffey
CEO: SmartInsights.com
Download presentation:
SmartInsights.com/ote2013/

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 Books  Online strategy advice
www.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount coupon)

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Why mobile matters
Source: Forrester
6.8% mobile phone (exc Tablet) of all Ecommerce sales
€ 6 billion
UK

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What do you need to know
about mobile?!
 Q. “Should we ignore this for now?”
 Q. “Basics – how to go about this?”
 Q. “B2B Focus?”
 Q. “Everything!”
 Q. “Design, problem solving?”
 I know nothing on this subject!
 Q. Increase knowledge in general?

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10 Mobile Marketing Mistakes
 1. Being driven by the heart/HiPPO not the head:
 > 1. Assess customer demand and business case
 2. Starting with platforms rather than customer value proposition
 > 2. Define the Mobile Value Proposition
 3. Not considering cross-channel journeys and marketing outcomes
 > 3. Integrating mobile into customer journeys and sales funnels
 4. Creating a separate site
 4. Review suitability of responsive and adaptive design
 5. Thinking an app is essential (it may be)
 5. Review relevance and propositions for apps

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Running case study:
Debenham’s strategic pillars
Consistent
brand
experience
Device
Specific
functionality
Multichannel
journey
Agile
developmen
t
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams
Practical Mobile Tip: Define the Pillars of your Mobile strategy

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1. Assess customer demand
and business case
Volume:
Desktop/Tablet/Smartphone
 Unique visitors
 Visits
 Page views
Quality:
Desktop/Tablet/Smartphone
 40% bounce rate
 5% conversion rate
Value
Desktop/Tablet/Smartphone
 Number of sales or leads
 Average order value or selling price
 Goal value per visit > Page value
 Revenue per visit (E-commerce) > Page value
Cost
Desktop/Tablet/Smartphone
 Cost per thousand (CPM)
 Cost per click (CPC)
 Cost per acquisition (CPA)
 Cost per sale (CPS)
V Q V C

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Practical Mobile Tip: Segment by mobile devices

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Consumer digital platform
demand at Debenhams
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
Dotcom
iPad
Mobile
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams
Practical Mobile Tip: Review dayparts of customer access

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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

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88% Debenhams customers use mobile to browse vs. 12% purchase
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
Example: Mobile Browse vs Buy
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

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Location: Published / Surveyed: Sample: Source:
Original source:
North American Q2 2013 Retail clients Monetate
Ecommerce Conversion rates by desktop and mobile
Monetate Quarterly Benchmarking

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Craig Sullivan on mobile tracking
Source: Slideshare

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2. Define the mobile Value Prop
Source: Rob Thurner, Burner Mobile

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Create mobile personas
Tribal drinkers
Buzz seekers Regular blokes
Male traditionalists
Detached moderates
Party girls
Career guys
Careful females
Routine strugglers
Source: Rob Thurner, Burner Mobile

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Autoglass mobile optimised site –
Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk

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Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com
Betfair’s mobile app generated £1 billion of bets in
the last financial year. 168,000 used it’s app, a 122
percent increase.
For 2012 c £2 billion, 15% of revenue 275,000
app users. Half of all UK customers have placed
bet.
Practical Mobile Tip: Consider SMS activation

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3. Integrate customer journeys & ROPO!
Source: Boston Consulting Group

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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,
Mobile commerce manager at Debenhams

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

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4. Review suitability of responsive
and adaptive design

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The 3 Mobile site options
(adaptive)
Source: Aleyda Solis Mobile SEO Resources
(different mobile site)

25Source: Aleyda Solis Mobile SEO Resources
Mobile
SEO
Decision tree

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W3C “One-web” alternatives
Approach Advantages Disadvantages
Responsive Web
Design (RWD)
CSS Media Queries
modify presentation for
device type and
resolution
Single template for
all devices gives
speed and cost
benefits
Bigger page weight
Compromises
experience for
higher resolutions?
Client-side
Adaptive
Javascript on the user’s
device loads different
templates based on
device resolution
• Complete rebuild
of CSS not
needed
• Only resources
needed loaded
• Experience
customised for
devices
Maintenance of
additional code
Server-side
Adaptive
Dynamic serving of
styles based on device
detection.
Smaller mobile
pages than other
approaches
Multiple templates
must be maintained

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Retail responsive design

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Retail responsive 2
Search > Browse > Buy
Practical Mobile Tip: Make sure site is “upwardly responsive”

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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

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Twitter Bootstrap Gallery

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5.Evaluateapprelevanceor
effectiveness

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Promoting apps on mobile homepage

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10 mobile marketing mistakes
 6. Ignoring mobile SEO
6. Follow Google’s Mobile SEO options?
 7. Ignoring Mobile AdWords
 7. Review AdWords advanced campaigns
 8. Ignoring Mobile Display
 8. Mobile display options
 9. Denying the importance of mobile email
 9. Create Email responsive designs
 10. Not optimising…
 10. Optimise!

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6. Mobile SEO
Source: Smart Insights

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7. Evaluate mobile AdWords

 4 Enhanced campaigns changes
 1. Campaigns now run across all devices
 2. Tablet bidding strategies aligned to desktop
 3. Mobile bids adjusted at campaign level by
“Mobile bid adjustments, e.g. -30%”
 4. Location-based bid enhancements
 Mobile-specific sitelinks
 Click-to-call Ad extension

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AdWords example – Vehicle parts
Source: Wordstream

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8. Review the mobile display options

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IAB UK Display spend

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Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
The importance of mobile email

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Responsive email examples B2C

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Responsive email examples B2B

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10. Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase
channels
Browse
Purchase

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Recommendation: Review leads, sales from different device, resolution Advanced Segments

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Speed matters!

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Let’s Connect!
Questions & discussion welcome
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