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Mobile Marketing Trends 2014
Rob Thurner
Founding Partner
Burner Mobile
Mobile marketing techniques to apply for success in 2014
Digital Marketing Priorities 2014
Brought to you by:
#PlanToSucceed
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Recommended channel hub page:
SmartInsights.com/mobile-marketing
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Rob Thurner
@burner_mobile
Mobile consultant, author, trainer, speaker
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20 years digital and traditional marketing experience, 10 years in
mobile
Founder, Burner Mobile
- Consultancy projects, white papers, keynotes in Europe & USA
Author
- 10 key decisions for mCommerce success (commissioned)
- Winning with Mobile - Creating a strategy for Mobile Marketing,
Mobile,Commerce and Mobile CRM. Download from Amazon
Digital Tutor and Trainer in Europe and USA
Mobile clients
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#1 Time to grasp the big picture!
“Rapid ramp of mobile
internet usage will be
a boon to consumers
and some companies
will likely win big
(potentially very big)
while many will wonder
what just happened.”
Mary Meeker,
Kleiner Perkins Caufield & Byers
Venture Capitalist, Silicon Valley
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Poll # 1
 What’s the role of mobile in your 2014 plans?
a)
b)
c)
d)
e)
Customer acquisition
CRM and loyalty
mCommerce
All the above
Not sure
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“Omni-channel challenge”
SINGLE
CHANNEL
CROSS
CHANNEL
OMNI
CHANNEL
60% of retailers list omni-channel as their
top business priority for 2013
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Mobile shoppers spend more
Source: Google Shopper Marketing Agency Council
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In-store – are you ready?
84% OF SMARTPHONE OWNERS
USE THEIR DEVICE WHILE SHOPPING
Offers
44%
Prices
44%
Locate
58%
Information
31%
Source: Google Shopper Marketing Agency Council
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#2 Develop a robust mobile strategy
Source: Smart Insights / Burner Mobile
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Most focus on customer acquisition
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC
Source: Burner Mobile
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Bigger opportunity for long term loyalty
Mobile
advertising
Basic appdevelopment
Social
Mobile
Mobile PPC
Data
Integration
Messaging
Coupons
CRM &
Loyalty
Programmes
Source: Burner Mobile
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Allocate resource and budget
Source: Smart Insights / Burner Mobile
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Adapting might even involve
‘stepping on some toes’
VIDEO
Alexander von
Schirmeister - He
gave mobile
commerce unit
‚Our CEO created aabsolute internal unrest several
lot of
permission to
years ago when hestep on toes a mobile commerce
created
12.26-13.50
unit. He gave that mobile commerce unit absolute
permission to step on other functions’ toes…
eBay would not have been successful if that team
hadn’t told everyone else to sod off.‛
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Alex Von Schirmeister, VP of Marketing, Operations & Advertising
eBay Europe

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What are your investment plans for 2014?
“Our mobile spend is probably
at 5%. It should be around 1520% of our overall spend.
We will migrate this over the
next couple of years”
Joseph Tripodi, CMO,
Coca Cola, Sept 2013
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Poll # 2
 Which stakeholders understand your mobile
plans for 2014
a)
b)
c)
d)
e)
The Board
Marketing
Sales
Data and insights
Not sure
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#3 Track behaviour & customer journeys
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Multiple screen adoption
Source: Google
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Tablets for “relaxed creativity”
Why did you choose to use this device as opposed to another device?
49% Easiest for me to pick-up
37% Fastest at giving me what I need
37% Screen/interface is easier to use
Preferred
functionalit
y
32% What I need in format I prefer
31% Always prefer to use this device
27% Has apps/programmes I prefer
18% Habit
7% Offers greatest privacy
No other devices were available at
6% the time
5% Cheaper for accessing the Internet
Source: IAB UK / sparkler
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Mobile demands permission!
“Mobile users invest their own time creating their own devices, with
personalised wallpapers, games and apps. When consumers have invested
their time creating their mobile device, they don’t want to be hijacked …
“You can participate as a brand, join in with my mobile place, but don’t invade
it with foreign things that I didn’t pick to be there”
Richard Eyre, Chairman, IAB UK
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#4 User Experience is paramount
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#5 Optimised sites maximise engagement
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FT HTML5 use case
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Mobile web – responsive or adaptive?
 Three approaches commonly used across the web that
address multi-device users and allow for content
customisation based on user context:
Separate
mobile URLs
Responsive
web design
Dynamically serving
different HTML on
same URL
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Responsive web design
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Responsive web design (RWD) optimizes your site experience across
different screen sizes without creating multiple websites
Using CSS and JavaScript templates, a responsive site immediately
adjusts images, layouts and content based on screen size of device
Source: theknowledgeengineers
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Adaptive web design
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Webservers detect what device customer is using and serve up
custom pages (HTML + CSS) on the same URL
Changing the content you serve to fit device requires some
customization (e.g. style sheets) that need to be maintained on a
per device basis
Source: theknowledgeengineers
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Poll # 3
 Is you site mobile optimised?
a)
b)
c)
d)
Yes – responsive design
Yes – adaptive design
Not yet
Not sure
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#6 What’s the rationale for an(other) app?
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Be honest about whether you need an App or should focus on
mobilising the site: what’s the consumer benefit?
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Make full use of the handset’s native functionality
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Assess the App revenue model
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Promote to achieve standout and repeat use
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Set out roadmap for App development
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Set and monitor success measures beyond the download
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Preference of app over web
London Olympics 2012:
Mobile App Usage vs Mobile Web Usage
Share of page views/
Mobile events
Share of time spent
Mobile
web
80%
App
usage
Source: Nielsen, 2012
94%
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Drive app usage - push notifications
Her profile
• Preferences
Your content
• Timely
• Relevant
• Location
• Useful
• Behaviour
• Location
history
Results
10 x greater response rate than email
8 x faster bookings compared to other channels
4 x app engagement for push v non-push sample
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App push notifications - targeting
Current location
User preferences
Location history
Mobile behaviors
Data integrations
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
Favorites
Purchases
Device info
CRM
POS
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App push targeting - by segment
Use existing content
Make offers more
actionable
Source: Urban Airship
Enable customers to
add offers to Passbook
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App push targeting - by location
Macy’s
The Burberry Store Opening
Event is today in the Macy's
Herald Square Store!
Use
location, preferences, and
purchasing history to
segment audiences
Delight users with highly
contextual messages
Source: Urban Airship
Encourage in-store
visits
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#7 Make search quick & easy
… 50% of mobile sessions start with search
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#7 Mobile SEO – deep linking please!
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#7 Mobile PPC – bid aggressively!
 Google Adwords enables specific targeting
 More limited inventory and specific targeting options –
bid higher on mobile
 Be prepared to bid 2x higher to get on the first page of
search results
 Compete to have your ad served on 5 ad spots vs 10 for
desktop
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#8 Google Mobile Adword extensions
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#8 Mobiles ads – microtargeting
Target Burberry
specific target
demographic in
terms of
income, occupati
on type, gender
and age.
Source: AdMaxim
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#8 Mobiles ads – dynamic
performance optimisation
 Geo- targeted to London only
 System optimises automatically to best performing
locations within London
Source: AdMaxim
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Driving traffic – behavioural targeting
AFFLUENT LONDONERS
FASHION LOVERS
Collect
Consumer
Behavior
Data
Observe consumer
interests across all sites
in the AdMaxim N/W
Deliver Ad
Ad is delivered to visitors
wherever they appear in
the network based on
relevance and campaign
targeting parameters
Data Mining +
Business
Rules
Behaviors are analyzed
and modeled into
AdMaxim behavioral
segments
Select Right
Segment
Segment(s) are selected
that meet campaign goals
or custom segment(s) are
built
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#9 Connecting
loyalty + location + payment
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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
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#9 NFC = Not For Commerce? For Loyalty?
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#10 Conversion Rate Optimisation
… constant improvement
Source: eibDIGITAL
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Performance optimisation - Amazon
Source: eibDIGITAL
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Summary
 Mobile = acquisition + loyalty + conversion
 Create and meet needs of mobile personas as basis for
behavioural targeting
 Good UX is vital for engagement and referral
 Assess and fine tune traffic drivers
 Test, measure, analyse, learn, adapt
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Mobile resource – Amazon ebook
To order your
copy, Text
KNOWLEDGE + your
email address to
88600
Or search for Winning with Mobile
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Thank you for your time
Any questions?
rob@burnermobile.com
07793 804419
@burner_mobile
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