Top 15 Mobile Marketing Insights for Retailers in 2012

TOP 15 MOBILE
MARKETING INSIGHTS
FOR RETAILERS IN 2012

www.migcan.com mobile@migcan.com

1. The mobile market is huge and still
growing rapidly

1.3bn
currently being spent via mobile
commerce

In 2012 163%
increase in smartphone users
Smartphone sales will accessing retail sites since May
overtake PC sales 2010

Source: Google loves mobile conference 2011


2. mCommerce is already an incredible channel
for revenue
made $2 billion during 2010. This was nearly triple the revenue seen in
2009. In 2011, eBay is expecting to generate about $5 billion in revenue.

45,000,000 = the number of times eBay apps have been downloaded

400,000 = the number of new eBay listings added by mobile per week (May 2011)

2,000 = the number of cars sold on the basic iPhone app each week

1 = the number of items bought by mobile each second in US and in UK


3. In just 18 months, Android have swallowed
the smartphone market
Don’t ignore the longtail! Android has come from nowhere to become the dominant
smartphone OS powering just under half of all smartphones sold in the UK – and half
the people owning a mobile phone in the UK have a smartphone.

Don’t think an iPhone app will cover your mobile strategy. Cater for all handsets and
devices. Mobile web optimises natural browsing and search habits to get any and all
users on to your site across all smartphones and feature phones.

In addition, 63% of people prefer
purchasing on a mobile site over
an app…

The Guardian, November 2011
Adobe Mobile Experience Survey, 2011; eMarketer, 2011


4. Best practices for mobile sites
• Keep it quick • Make it easy to convert
• Simplify navigation • Make it local
• Be thumb friendly • Make it seamless
• Design for visibility • Use mobile site redirects
• Make it accessible • Learn, listen & iterate


5. A bad mobile experience will cost you
customers.

• 57% would not recommend a business with a bad mobile site

• 40% have turned to a competitor’s site after a bad mobile experience

•23% of adults have cursed at their mobile
when a site didn’t work properly

Sources: Compuware, "What Users Want from Mobile," 2011


6. Your mobile internet should be future-
proofed against the next generation of mobiles
A dynamic mobile web
platform (such as mVoy
Publish) will render the
mobile experience to a
user’s device –
accommodating any
screen size within
existing and next
generation handsets.


7. Multi-channel delivers combined ROI
Multi-channel approach
MIG work with New Look across the
entire mobile marketing mix including a
mCommerce site, a transactional iPhone
app, mobile strategy and supporting
SMS mobile marketing campaigns

Results
In the first 3 months their mCommerce
site delivered:
• An increase in mobile sales of over
500%
• An increase in orders of over 60%
• An increase in revenue of over 45%
The new iPhone app has had over
200,000 downloads in just 1 month.


8. In Store mobile – channel threading
Smartphone users are already using mobile to help with shopping


9. 2012 hot topics & areas for innovation
• Mobile web / direct integration / Conversion

• In store mobile / Customer interaction

• Search / local search / Customer acquisition

• SMS marketing / Events & promotion

• Mobile CRM & marcomms/ Customer dialogue

• Mobile Advertising / Customer acquisition

• NFC / Mobile payments / Mobile promotion


10. Mobile search is KEY
1 51% of mobile browsers use search

2 Mobile search has increased 500% in 2 years

3 PPC campaigns offer better value than desktop

4 Location targeting can be more precise on mobile


11. Don’t disregard SMS
• 77% of the world’s population own a mobile
• 98% of SMS messages are opened
• 83% of SMS messages are opened within 3 minutes
• Between 10%-20% of marketing emails are opened
• MIG SMS clients have seen up to 45% campaign
response rates
• SMS has a higher direct response rate than
telemarketing, email and direct mail

SMS doesn't’ have to just be about promotions. Make an
impact by using SMS for package delivery
notifications, customer profiling, reverse auctions, cross
selling and more.

There is no other technology or delivery method that is
more personal, timely and immediate – making SMS a no
brainer for delivering Retail marketing campaigns


12. Integrating FUN into your mobile strategy
will drive engagement

McDonalds Pick N Play used a mobile web URL and HTML to allow members of the
public to control a game of ‘Pong’ on an interactive billboard to win coupons


13. NFC mobile payments are arriving in 2012
The next 18 months will
see NFC launch in up to 20
countries and reach £40
billion within two years

By the end of 2014 it is
estimated that 490
million people will be
making mobile
payments. Two of the above are going to disappear.
NFC isn’t limited to Pick one.
smartphones - BMW,
Barclaycard and more have
invested heavily.


14. NFC smart posters will transform
traditional advertising
We live in a world in which soon
NFC Smart Phones linked to NFC
Smart Posters will change the way
we access marketing messages and
interact with Brands.

Loyalty services including discount
coupons and promotional vouchers
delivered to an NFC Smart Phone
from an NFC Smart Poster offer the
possibility of overcoming the
limitations and challenges of
marketing traditional loyalty
programs.


15. UK retail mCommerce trends
• 41% of UK subscribers now have a
smartphone

• 66% of UK smartphone owners use their
mobile to browse products and services
(30% weekly)

• 50% of UK smartphone owners have
shopped on their mobile (11% weekly)

• Less than 10% of UK Retail websites are
optimised for mobile

Source: IMRG June 2011


Thinking about your next steps in mobile?
• Learn from existing adopters

• Get good advice

• Plan for delivery

• Choose an expert partner that will develop a mobile strategy with you and
execute against it

• Develop your own mobile intelligence

• Build a long term partnership with all stake holders

To learn more about mobile marketing or to speak to one of our friendly
experts, please email mobile@migcan.com or call +44 (0)207 921 5599


Top 15 Mobile Marketing Insights for Retailers in 2012

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