How mobile is creating a buzz in the online performance marketing channel - Liane Dietrich
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How mobile is creating a buzz in the online performance marketing channel - Liane Dietrich
- 1. Liane Dietrich How Mobile is creating a buzz in the online performance marketing channel
- 2. Who am I? Liane Dietrich - Managing Director, LinkShare LinkShare employee since 2003 Relocated to London from New York as Managing Director at the launch of LinkShare UK in 2006. Rakuten employee since 2006 Prior to LinkShare, spent 9 years at General Electric Company Six Sigma Quality Master Black Belt, is a speaker at industry events, has a business process patent and received a B.S. in Mathematics from the University of Notre Dame.
- 4. Is the consumer equipped for mobile to be the future?
- 5. Is the consumer ready for mobile?
- 6. What insight do we have into the future?
- 7. Are the players ready?
- 9. Growth... Value of UK affiliate industry, based on value or sales driven by sector (£billions) Sources: E-consultancy’s Market Valution
- 10. Growth... Where will future growth come from? Value of UK affiliate industry, based on value or sales driven by sector (£billions) Social Media? Video? Mobile? Behavioural Retargeting? Vouchers? Sources: E-consultancy’s Market Valution
- 11. Is the future mobile?
- 12. Is the consumer mindset geared toward mobile?
- 13. 78% The Information Shopper Don’t get enough information from TV advertising 92% Have more confidence in online information than salespeople 37% Spend 1+ hour/week conducting online research Source: LinkShare Proprietary Research with PSC Inc. 2009
- 14. The Information Shopper % who research online before buying 20-45% 55-70% 80-85% Source: LinkShare Proprietary Research with PSC Inc. 2009
- 15. Is the consumer equipped for mobile to be the future?
- 20. Is the consumer ready for mobile?
- 21. Now they are equipped With the arrival of Smartphones, mobile is playing an increasingly important part in the way consumers research, browse and shop 25% of respondents have used their mobile phone’s browser or app, to browse or research, in the last week Souirce - Portaltech& eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mix
- 22. Now they are equipped Souirce - Portaltech& eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mix
- 25. Looking to save money Souirce - Portaltech& eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mix
- 26. More importantly… they are spending By 2015, it’s estimated that shoppers from around the world will spend approximately £75 billion on goods and services bought through their mobile phones. Further validating the market opportunity, technology industry analysts at Forrester Research, Inc. found that on average, retailers surveyed reported that their mobile browsers are generating 2.8 percent of overall site traffic and two percent of Web revenue. In the same report, Forrester found that “affiliate marketing surfaced as a strong customer acquisition tool.” Source: ABI Research. “Mobile Online Shopping and Mobile Payments for Virtual Goods Enter the Mainstream” February 2010
- 27. What insight do we have into the future?
- 28. Over half the Japanese have a Smartphone
- 30. Up from 27% in 2009
- 31. In 2010, the mobile affiliate market grew by 16% compared to 2009 and this growth is expected to continue
- 33. Identifying the growth opportunities Mobile GMS growth rate Mobile Fashion GMS growth Fashion Cosmetics Tickets & Entertainment Catalogue TV shopping 2010/10/9 27
- 34. There are quirks… While PC sales skews to weekend, Mobile sales are almost flat
- 35. Are the players ready?
- 37. … seeing the benefits Non-Intrusive - 100% opt-in, so your customers will not feel that you are being intrusive. Tracking - You can track all your offers on mobile in the same way Eco-Friendly - By not printing vouchers or sending direct mail you can show you are helping the environment. Increased relevance - Using advanced GPS technology, you can target customers by location Higher Redemptions - Mobile vouchers have a 30% redemption rate, much higher than the 3-5% redemption rate for printable vouchers. Source: VoucherCloud 2010
- 38. Many of our merchants are mobile
- 39. It’s not just the high-street
- 40. It’s not just iPhone Apps
- 41. Publishers are going mobile
- 42. … and creating a buzz
- 43. VoucherCloud
- 44. New sites launching everyday
- 45. Is the industry ready?
- 46. Same Evolution? Affiliate Marketing Mobile
- 47. Paving the way for Mobile Affiliate Marketing Paving the way for Affiliate Mobile Marketing
- 49. Track
- 50. Optimise
- 51. EducateFor ALL types of affiliate marketing
- 53. Android
- 54. Blackberry
- 56. How are Smartphone browsers different? Based on internet standards (HTML,XML,TCP/IP) Can correctly render the majority of website content on the web Capable of handling cookies Smartphones have enough processing power and memory to handle a full HTML browser Can render Javascript, allowing for enhanced User Experience
- 57. LinkShare Merchants… Already tracking on iPhone, Android, Palm and Blackberry
- 59. 74% trackable on Android
- 60. 71% trackable on PALM
- 62. Do it, and fast
- 63. Keep your eyes open
- 65. Common Problems with M-Commerce Various browsers have different behaviors (example: Flash support) Just like with standard web browsers, some platforms have unique bugs (example: unable to checkout and complete transaction) As the “Era of Mobility” is still in its infancy(in the US), Advertisers have not created a consistent user experience across mobile browsers (just how some standard websites do not support Chrome or IE6) Some Ecommerce sites do not have “checkout” functionality built into their mobile platform, instead redirecting users to standard website checkout (not mobile formatted)
- 66. Advice For Publishers: Only promote Advertiser who have been tested for mobile tracking You are sending your own customers to an Advertiser – so test out the mobile user experience Be direct! The fewer the clicks from a publisher’s mobile promotion to a purchase page the better. Estimated 10% with each click Demand that advertisers upload mobile banners (this helps everyone in the network): 300 x 500, 216 x 36, 168 x 28, 120 x 20
- 67. Advice For Advertisers: Explicitly state in your webserver which users should be redirected to the mobile site. Include Universal Product Code (UPC) in your feed so mobile publishers can link product scans or comparison shopping on directly to a product’s buy page on the mobile site Get your mobile site tested for tracking with LinkShare In the US, consumers are checking their email more on mobile than on PC. So you are already being promoted on mobile, so consider your options
- 68. Advice For Both Publishers & Advertisers: Communicate Align your objectives
- 69. Thank you for your time! Liane Dietrich Managing Director, LinkShare Liane.dietrich@linkshare.com +44 (0)20 7031 0950 Follow us: On our blog... http://blog.linkshare.co.uk On Twitter... @linkshareukblog
Notes de l'éditeur
- Mobile commerce (m-commerce) is one of the most exciting and fastest growing sectors in eCommerce. By 2015, it’s estimated that shoppers from around the world will spend over £75 billion on goods and services bought through their mobile phones. Recognising the growing opportunities in the m-commerce market this session will discuss how both merchants and affiliates can extend their partnerships across any connected platform.We will discuss what ground-breaking m-commerce developments have been seen in advanced markets and how this valuable insight can pave the way for affiliate sales and new partnerships through m-commerce.Included in the session will be a showcase of mobile success stories from both Advertisers and Publishers.
- 2004 – 2010 data taken from E-consultancy Affiliate Market Valuation2011 – 2015 growth based on 12% growth (E-consultancy growth in 2010)
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- Link for Liane - http://swf.tubechop.com/tubechop.swf?vurl=X1w1FvgdZnE&start=332&end=414&cid=67089" type="application/x-shockwave-flash" allowfullscreen="true" width="425" height="344“Trajectory is extraordinary, unlike anything we have ever seen. The mobile internet is ramping faster than anything we have seen before.
- It might be in its infancy and ever-changing but it is no excuse not to get involved.
- Illustrates in great detail when mobile internet users will surpass desktop users
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- Portaltech & eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mixMobile is playing an increasingly important part in the way consumers research, browse and shop Nearly a third of smart phone owners have used their phones to browse retail websites to find product information 25% of respondents have used their mobile phone‟s browser or app, to browse or research, in the last week, which compares to only 16% via a catalogue. The number of people shopping online via smart phones is growing. 20% expect to make more purchases via mobile in the next year. 13% carry out between 10-39% of their shopping via mobile and 7% carry out between 40-80% Consumers like the convenience of being able to shop in their spare time (24/7) when shopping via mobile and the ability to fit this into their own lifestyle around family demands. 88% of those who used their smartphones, did so at home. 59% of consumers used their phones whilst shopping. 60% whist at work. 55% of those who have made a purchase via a smartphone, did so whilst they were away from home 93% of those who made a purchase via a mobile app, said that they had a positive experience. The most popular app categories are social networking, games, travel/maps and news/weather The information consumers would most like retailers to send to their phones or to be part of a retail app are vouchers, special offers and sale information – all of which relate to saving money 38% of app users name shopping apps in their top 3 favourite app categories Security, delivery and fast loading of images were the key factors named as important when choosing to shop online via a mobile.
- Portaltech & eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mixMobile is playing an increasingly important part in the way consumers research, browse and shop Nearly a third of smart phone owners have used their phones to browse retail websites to find product information 25% of respondents have used their mobile phone‟s browser or app, to browse or research, in the last week, which compares to only 16% via a catalogue. The number of people shopping online via smart phones is growing. 20% expect to make more purchases via mobile in the next year. 13% carry out between 10-39% of their shopping via mobile and 7% carry out between 40-80% Consumers like the convenience of being able to shop in their spare time (24/7) when shopping via mobile and the ability to fit this into their own lifestyle around family demands. 88% of those who used their smartphones, did so at home. 59% of consumers used their phones whilst shopping. 60% whist at work. 55% of those who have made a purchase via a smartphone, did so whilst they were away from home 93% of those who made a purchase via a mobile app, said that they had a positive experience. The most popular app categories are social networking, games, travel/maps and news/weather The information consumers would most like retailers to send to their phones or to be part of a retail app are vouchers, special offers and sale information – all of which relate to saving money 38% of app users name shopping apps in their top 3 favourite app categories Security, delivery and fast loading of images were the key factors named as important when choosing to shop online via a mobile.
- Introducing the travel app that understands who you are and where you’re going. From where you’re departing and from what gate. Where you’ll sit and even where you are on the standby list. Simply swipe and tap your way through your personalized American Airlines travel information with the app that’s perfect for flying through airports.
- Portaltech & eDigital Research June 2010 – Consumer Shopping behaviour and the role of mobile within the multi-channel mixMobile is playing an increasingly important part in the way consumers research, browse and shop Nearly a third of smart phone owners have used their phones to browse retail websites to find product information 25% of respondents have used their mobile phone‟s browser or app, to browse or research, in the last week, which compares to only 16% via a catalogue. The number of people shopping online via smart phones is growing. 20% expect to make more purchases via mobile in the next year. 13% carry out between 10-39% of their shopping via mobile and 7% carry out between 40-80% Consumers like the convenience of being able to shop in their spare time (24/7) when shopping via mobile and the ability to fit this into their own lifestyle around family demands. 88% of those who used their smartphones, did so at home. 59% of consumers used their phones whilst shopping. 60% whist at work. 55% of those who have made a purchase via a smartphone, did so whilst they were away from home 93% of those who made a purchase via a mobile app, said that they had a positive experience. The most popular app categories are social networking, games, travel/maps and news/weather The information consumers would most like retailers to send to their phones or to be part of a retail app are vouchers, special offers and sale information – all of which relate to saving money 38% of app users name shopping apps in their top 3 favourite app categories Security, delivery and fast loading of images were the key factors named as important when choosing to shop online via a mobile.
- NEW DECADE HERALDS THE AGE OF DIGITAL MOBILITY - Europeans are more mobile and engaged with online than ever By 2015, it’s estimated that shoppers from around the world will spend approximately £75 billion on goods and services bought through their mobile phones. Further validating the market opportunity, technology industry analysts at Forrester Research, Inc. found that on average, retailers surveyed reported that their mobile browsers are generating 2.8 percent of overall site traffic and two percent of Web revenue. In the same report, Forrester found that “affiliate marketing surfaced as a strong customer acquisition tool.”
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- comScoreMobiLens Provides Insights into Japanese Consumers’ Mobile Behaviors and Device Usage3 Out of 5 Japanese Mobile Users Accessed their Browser in June, 2 Out of 5 Used Mobile Applications Tokyo, Japan, September 22, 2010Main FindingsJapan is home to one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities,In June 2010, nearly 60 million mobile users in Japan accessed the browser on their mobile device, equating to 59.3 percent of the entire mobile audience, while more than 42.6 million users accessed a mobile application (42.3 percent). More than half of mobile users in Japan (54 percent) accessed email on their mobile device, with more than one-third accessing weather information (34.1 percent) and search (33 percent). News (20.9 percent) and sports information (20.8 percent) were also among the more popular activities, while 17 percent of the mobile population visited social networking sites or blogs. Other popular mobile behaviors include taking photos (63.0 percent), sending text messages (40.1 percent), watching TV and/or video (22.0 percent), playing games (16.3 percent) and listening to music (12.5 percent).
- One difference... All affiliate networks provide a mobile service!
- In the UK the majority of advertisers and publishers that are well-established in the Mobile industry are mainly from mobile entertainment and gambling areas.So the chart on the left hand side here is extremely interesting as it shows the fastest growing sectors in Mobile affiliate marketingThese are the potential areas for growth in other markets – and tie in well with the currect popular sectors of affiliate marketing.
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- Local and national offersIncludes top national brands and venues alongside favourite localoutlets such as restaurants, bars, coffee shops and theatres.DownloadCustomers can download our application for FREE from theapplication store or iTunes.Location-based technologyThe application’s built-in GPS system locates the mobile and lists alloffers in the area within a radius chosen by the user.Bookmark your favouritesWith hundreds of offers available, vouchercloud™ enables the user tobookmark favourites.Never miss an offervouchercloud™ enables the user to keep in contact with favouritevenues and to get notified when a new offer is available or a current offeris expiring.Redeem vouchers quickly and easilyThe user simply selects an offer, downloads it and then shows thescreen at the point of sale.
- Many LinkShare merchants have iphone apps and mobile presence including Oasis who were one of the first to launch back in June 2009 and have led the way.
- Not just on the high-street... High end retailers are getting in on the act.With some unexpected product values for mobile commerce!
- And it’s not just iPhone apps...Last month French Connection launched a new way to shop French Connection is debuting a new way to shop its AW10 collection by including an exclusive QR code in Stylist and Shortlist magazine.Consumers were encouraged to use their phones to snap the code and shop the new season looks. This is a long-standing mobile tool which is suitable for most handsets, not just smartphones.High street fashion chain Karen Millen has also recenlty launched a range of SMS-based gift vouchers, which can be redeemed in-store by inputting the code directly into the Chip & Pin machines.Early evidence of the performance of the mobile vouchers from their sister company, Oasis, shows this form of voucher outsells paper and plastic vouchers online by a factor of three to one.
- And many publishers are seeing the importance of mobile and launching their own applications. DescriptionAll the stores you love, all in one place. ShopStyle brings together the most fashionable stores and the best designer brands. Shop the latest styles within our clothing, home decor, and kids & baby categories from over 300 of your favorite retailers including ShopBop, Nordstrom, Pottery Barn, Sephora, Net-a-Porter, and more. Whether you're filling your wardrobe wish list, hunting for a great deal, or just browsing the latest trends, ShopStyle is the perfect way to get your shopping fix on the go.KEY FEATURES:BROWSE. Browse the latest fashions by brand or category including women, men, bags, shoes, furniture and kids clothing. Scroll through multiple products at once or see each one close-up in our gallery view.SEARCH. Use our keyword search feature to search within the category you’re viewing or across all products. Simply tap the search icon in the top right corner of the screen and enter your search terms.REFINE. Our search filters make it easy to find exactly what you are looking for. Whether browsing the dress category or searching for patent leather pumps, use our filters to quickly narrow down your search results by Brand, Store, Size, Color, Price and/or Sale. BUY. ShopStyle lets you purchase directly from the retailer. Click the “Buy” button on any product and go straight to the store’s purchase page. The "Return to ShopStyle" link in the bottom left corner will take you right back to the products you were browsing on ShopStyle.FAVORITES. See an item you love and don't want to forget it? Click the heart beneath any item to save it to your favorites. View and email all of your favorites at once. EMAIL, FACEBOOK AND TWITTER. Email, publish or tweet your favorite products to your friends, your family, or yourself. Click the envelope icon beneath any product to share it with others.UK, FRENCH, GERMAN, JAPANESE VERSIONS: See the latest in fashion and home decor from our international retailers. These products will appear automatically if you're in these countries, or switch country from the settings page.Sugar Inc Web SiteShopStyle SupportWhat's New In Version 2.4- Sync your favorites with ShopStyle.com- Login to your ShopStyle.com account, create a new account, or login with Facebook Connect- High resolution images for iPhone4
- And the great thing for everyone is that they are popular and create a buzz with consumers.
- Mobile Vouchers, Printable Vouchers & Discount Voucher CodesA brand new way to cut costs is now available in the UK. Vouchercloud provides voucher codes and discount vouchers allowing you to save money with the latest exclusive offers. So what is all the fuss about? Not only does Vouchercloud allow you to print vouchers it can also deliver mobile vouchers direct to a users’ smart phone to redeem at the point of purchase. Vouchercloud can already be used in over 5,000 leading outlets across the country, allowing you to obtain discount voucher codes, printable vouchers and mobile vouchers for a wide range of the top UK brands. We have the best offers from favourite High Street brands as well as great local deals from popular regional independent retailers. Exclusive new offers will be added on a weekly basis and automatically updated ensuring users always have the very latest offers to hand.
- Liane – link...I want to talk about a number of macrotrends that I have come across, which make the case for the Affiliate Marketing industry to embrace Mobile...
- “LinkShare’s foray into US mobile commerce is driven by three converging factors. First is the increasing focus on mobile commerce among advertisers and publishers in the growing LinkShare network. Second is the overall mobile industry growth with more than one billion mobile connections anticipated by 2012, and third is our embrace of mobile publishers in the LinkShare Network by ensuring that our tracking technology is working across platforms, devices and applications,” said Yaz Iida, CEO, LinkShare. “Our commitment to testing demonstrates our belief in the almost limitless possibilities to create new partnerships and new sources of revenue for our advertisers and publishers.”
- Mobile Platform Testing is key to paving the way for Affiliate sales and new partnerships. I think most of the US publishers are figuring out what their overall strategy is. Most are building apps but not really sure what to do with them yet. By LS taking the lead in validating the tracking thru the various platforms, it is giving these Publishers more encouragement and confidence to move forward using mobile as a way to drive users to mobile e-commerce sites. Tracking is the first part, but we’ve been giving them info on who has a mobile optimized cart and who provides UPC in their product feeds. These are 2 key things we hear time and again. UPC for product recognition with folks like ScanBuy and RedLaser (powered by theFind), and the optimized cart for conversion purposes. Most of the deal/coupon sites are starting to dip their toes in this space. Hope that helps.Adam
- Mobile Platform Testing is key to paving the way for Affiliate sales and new partnerships. I think most of the US publishers are figuring out what their overall strategy is. Most are building apps but not really sure what to do with them yet. By LS taking the lead in validating the tracking thru the various platforms, it is giving these Publishers more encouragement and confidence to move forward using mobile as a way to drive users to mobile e-commerce sites. Tracking is the first part, but we’ve been giving them info on who has a mobile optimized cart and who provides UPC in their product feeds. These are 2 key things we hear time and again. UPC for product recognition with folks like ScanBuy and RedLaser (powered by theFind), and the optimized cart for conversion purposes. Most of the deal/coupon sites are starting to dip their toes in this space. Hope that helps.Adam
- ADD – Eve Lom, Handpicked Hotels; Kew & SpaceNK
- Be sure you are only promoting advertisers who have been tested for mobile tracking.Test the user experience via mobile that your own customers will have. You are handing off your customer to an advertiser, what’s the shopping process like once you get there? The fewer the clicks from a publisher’s mobile promotion to a purchase page (land in the shopping cart ideally) the better. Estimates say you lose 10% of your audience with each click you require from them to get them to their completed purchase.Ask advertisers to upload mobile banners in ideal sizes to their accounts (this helps the whole network!): 300x500, 216x36, 168x28, 120x20
- Explicitly state in your webserver which users should be redirected to the mobile site. Include Universal Product Code (UPC) in your feed so mobile publishers can link product scans or comparison shopping on mobile directly to a product’s buy page on their mobile device at the retailer’s site.Get your mobile site tested for tracking with LinkShare tech support on the 4 mobile platforms we currently test for (full list of advertisers who have been tested + their results lives here in Publisher Help Menu).Consumers are checking their email on mobile more than on PC these days (in US at least – what are you finding in UK?). So, advertisers are already being promoted on mobile today. Get that mobile site tested!Webserver RedirectionAdvertisers need to explicitly state in their webserver which users should be redirected to the mobile site. From our mobile testing project, we have found inconsistent redirection behavior across all advertisers with mobile sites. Examples: iPhone users would redirect to the mobile site, but Palm users would get redirected to the standard websiteWhy are Advertisers doing this?Most likely this is unintentional. They could be redirecting based on explicitly stating browser type, as opposed to redirecting based on screen size. Some advertisers could be doing this intentionally, if they know that a certain platforms(ie blackberry) have known errors or are unsupported