Presentation delivered by Rachael Pollard, Global Performance Marketing Director for JUST EAT at the Digital Marketing Show Refresh on the 30th September 2015.

1. Reaching the Mobile
consumer
Rachael Pollard / @Rae232
Global Performance Marketing Director

2. Our mission
Empower consumers to love their
takeaway experience

3. Mobile evolution
Opportunity to build much richer relationships
Image courtesy of Google Images.
● Deliver value
● Heightened expectations
● Participate in customer-led
conversations, in real-time, across
multiple devices...
● Mobile is the channel of choice

4. Image courtesy of Google Images.

5. Let’s get personal

6. Mobile pop quiz...
Image courtesy of Google Images.

7. Mobile pop quiz - #1
What percentage of mobile
owners sleep with their
phones next to their beds?
44%
Image courtesy of Google Images.

8. Mobile pop quiz - #2
What percentage of mobile
owners admit they would
panic if they were without
their phone for more than a
day?
40%
Image courtesy of Google Images.

9. Mobile pop quiz - #3
How many times a day does
the average mobile phone
owner check their phone?
200
(over 1,500 pw)
Image courtesy of Google Images.

10. Mobile pop quiz - #4
How many mobile phones
are in use for every 100
people globally?
97
Image courtesy of Google Images.

11. What does all this mean?
We are deeply (worryingly?) connected to our mobile
devices!
Marketers have the opportunity to build rich
relationships like never before, if managed well...

12. Watch-out: Desperation is unattractive
● Cap that frequency
● Listen - don’t talk about yourself all the time
● (Like all good comedy) it’s all about the (real-)timing
Get it wrong, and consumers are within a tap of a social
media app to vent their frustration

13. Don’t throw away the
rule book just yet

14. Same rules, new toys, warp speed
Real-time targeted messages, delivered across the
mobile ecosystem
● Don’t forget the basics – Right person, right time, right
message, right place
● Take time to understand your consumers’ needs
● Use your data wisely
● Be RELEVANT
Image courtesy of Google Images.

15. New challenges
● Tech needs to catch up
● Achieving a SCV across devices and channels – Easier said than done
● Making sense of HUGE data and…
● …using your insight before it turns stale
● MVT at scale and speed
● Mobile media is less scaleable
● Internet of things
Image courtesy of Google Images.

16. Mobile marketing at
JUST EAT

17. Spicy shellfish
Insight
● Avg. 4 orders before a customer downloads
our app
Concept
● Integrated Email, SMS and Display
campaign, making light of well-known spam
format
● Targeting - 3 mobile web orders, but no app
Result
● 35% uplift in app downloads and orders +
Increase in social shares*
*Compared to control

18. Je ne regrette rien
Insight
● People take to social media on NYD, often regretting
the photo evidence of what they got up to...
● Takeaway orders increase on NYD
Concept
● JUST EAT are here to help in your moment of crisis
Result
● Over 8m impressions*
● 30% YoY increase in app downloads (NYE)
● 25% increase in app orders (NYD)
*Facebook reach block and other channels

19. Bitesize
Don’t isolate your Mobile Strategy from other channels.
● Relevancy and timing are key
● Cutting-edge technologies needed to enable innovation
● It’s personal - Take the time to get-to-know your consumers
● Single customer view
● Target the consumer, rather than the channel

20. Thank you.
Questions?
@Rae232