Living in a 'smart' world - how mobile and tablets are shifting user behaviour
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Learn about how the rapid uptake of smartphones and tablet devices is creating new channels and a resulting shift in media, retail and advertising. With over half of Facebook and Twitter users now coming from smart devices, brands are understandably seeking out new opportunities around Social, Mobile and Location. Yet, whilst mobile users are highly active in updates and sharing, many brands are failing to optimise and engage with them. By better engaging with the more mobile customer, the result is better performance for brands. Discover the latest search innovations across different platforms and channels. Take away specific ideas and examples of best practice on how to grow your results!
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Living in a 'smart' world - how mobile and tablets are shifting user behaviour
- 1. How Mobile is shifting User behaviour Sri Sharma, Managing Director
- 2. A search and display specialist driving a step change in performance @srisharma @netmediaplanet
- 3. Clients @srisharma @netmediaplanet
- 4. Consumers using mobile Data usage Up x3 year on year Searching Up 130% year on year Purchasing Up 53% year on year Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK) @srisharma @netmediaplanet
- 5. Brands using mobile Search advertising Up 205% year on year Display advertising Up 95% year on year Mobile site < 50 % @srisharma @netmediaplanet Source: FirstPartner (UK); Retail Week (UK)
- 6. • Communicate more effectively with mobile customers • Make mobile search work harder @srisharma @netmediaplanet
- 7. Communicate more effectively with mobile customers @srisharma @netmediaplanet
- 8. Mobile customer map Specific needs Device Customer Location Time @srisharma @netmediaplanet
- 9. Improving mobile search conversion rate @srisharma @netmediaplanet
- 10. Sk:n mobile customer map • Immediacy Specific needs Device • 85% on • Personal smartphone advice Customer • On the move • 82% of • 40% of searches searches for local centres Location Time within call- centre hours @srisharma @netmediaplanet
- 11. Approach • Access to the website blocked from mobile paid search • Launch of a click to call campaign • Messaging that emphasized local and free advice/consultation @srisharma @netmediaplanet
- 12. Results: • Leads increased x26 • Conversion rate up x2.2 @srisharma @netmediaplanet
- 13. Improving Papa John’s bottom line profit @srisharma @netmediaplanet
- 14. Approach • Communicate with customers when they are hungriest • Careful product selection to drive revenue • Create messaging with appetite appeal @srisharma @netmediaplanet
- 15. Creative workshops Image of 3 devices in cols @srisharma @netmediaplanet
- 16. Ads with appetite appeal @srisharma @netmediaplanet
- 17. Results • Revenue per click was comparable to discounting, mobile revenue per click increased +48% • Profit per pound spend on paid search: Desktop Mobile Profit +75.2% +139.4% • Average order value: Desktop Mobile AOV +10.4% +12.7% @srisharma @netmediaplanet
- 18. Make mobile search work harder - 3 tips @srisharma @netmediaplanet
- 19. Tip 1 : Express relevancy to improve traffic and conversion rate + 20% CTR @srisharma @netmediaplanet
- 20. Tip 2 : Drive brand awareness cost effectively using mobile generics @srisharma @netmediaplanet
- 21. Tip 3 : Develop your best practice for Enhanced Campaigns @srisharma @netmediaplanet
- 22. Top 3 Takeaways • Understand how your customer behaves on mobile • Make mobile search work harder for you • Develop your best practice to drive performance using enhanced campaigns @srisharma @netmediaplanet
- 23. Thank you, any questions? Sri Sharma E. sri@netmediaplanet.com @ netmediaplanet @srisharma www.netmediaplanet.com/blog @srisharma @netmediaplanet
Notes de l'éditeur
- Good morning everyone. Today I’d like to continue the session talking about how mobile is shifting user behaviourI am hoping that through this presentation you are left with ways to use paid search to take advantage of this shifting user behaviourFirst, for those of you who we haven’t met, a bit background on myself and Net Media Planet.I’m founder and Managing Director at Net Media Planet
- 3 things to know:Our goal is create a step change for our clientsWe are an award winning *specialists*We are proud of our track record of driving a minimum of 30% sales growth for all our clients within the first 3 months
- These are some of our clientsClients range across retail, travel and some financeWe serve them in over 70 geographic markets and 30 languagesNow onto today’s topic.So if we are going to discuss how mobile is shifting user behaviour, what is the evidence that supports thishow are consumers really engaging with mobile and how are brands using mobile?
- Well we all know usage is up:Data usage - (cellular networks)Searching - search engine @ googlePurchasing - retail specifically…Lots of tractionBut how are brands embracing mobile?
- Brands are reacting to consumer’s use of mobile:Brands certainly spending to test the channel- Search ad spend up - the largest portion of mobile advertising budget (66%)- Display advinc in-app adv up - 2nd largest portion of mobile advertising budgetMobile infrastructure isnt there yet:site - less than 50% have a mobile site (and that’s from June12) -so a huge opportunity for more salesClearly mobile is shifting user behaviour and brands are responding. But then the question is, how do you take greater advantage of this opportunity - partic through search?----Extra points:UK Mobile adspend will be >£1bill where in 2011 it was £200m66% of UK mobile adspend is mobile search - PwC mobile adspend survey 2011In-app ad spending is on pace to reach $7.1 billion by 2015 -- up from $2.4 billion this year (juniper research, jul12)App Store’s revenue increases 70% to $4.9 billion this year - thksinpart to passbook (apple digital wallet - a place to store all your mobile vouchers across multiple brands)---
- (add title ‘three things we can do’)There are 2 ways:1To Comm more effectively with our mobile customers - a simple premise - if we understand the customer, we can give them what they want/need and therefore we (them + us) are more likely to be successful2Make mobile search work harder - there are lots of changes in searcheg enhanced campaigns. I wanted to call out 3 tips to make mobile search work harder
- To me the mobile customer is a New breed and we don’t fully understand how they think or what they need/want.We felt the need to create some simple methodology to understand them better that would influence our search activity. I wanted to share this and an example
- So internally we created a customer map to help us understand the new mobile customer and so better serve their needs.And we created a mobile customer map:Specific needs - coming off an understanding of demographic and psychographic and insights from historic buying behaviourDevice they are using - is it smartphone or tablet (which is a lot more similar in perf to desktop)Time - what time are they searchingLocation - are they searching for specific locations (40% of searches are local) and where are theyAnd we’ve used this with multiple clients. So I wanted to share 2 clients success stories where this had great results
- Skn - uk’s first choice / is theUk’s no.1skn specialist.background:27 % search traffic from mobile devicesSkn doesn’t have a mobile sitethe consumer journey is to fill in a form to request a call backobj:Mobile search results poor - improve conv rate
- 92% femaleImportantly:Specific needs - Immediacy - higher conv rate to consultation if they called vs called back (if called back, it took x5 attempts to reach them) *better for the brand if they talk*Location - on the move / we saw spikes at commuting hrs therefore short on time / *convenient to talk*Key insight: wanted convenience - to talk when they wanted to talk; on the move
- Key elements : wanted convenience - to talk when they wanted to talk; on the moveDrastic yet simple
- The results were impressive.The Image - using click 2 call advert format that meant that we didn’t give the user the option to go to the website at allReally understanding the customer, taking some simple steps and giving them what they need can make an significant impact
- That leads me quite well into another example of using customer understanding to improve resultsThis campaign also won UK Search Awards Gran Prix award and awards at DADI Awards and Rev AwardsSituation:PJ 3rd largest pizza delivery company in the UKTheir market is highly competitive and dominated by promotions and discount offers.But Discounting does drive volume – so seen as required across the pizza delivery industryComplication: Discounting hurts franchisee profits.Question:How could we move away from discounting but without hurting sales volumes?(drive the revenues that discounting brings but without the discount)Answer:And for us mobile became a crucial part of this strategy
- Our approach Fundamentally we needed to communicate with customers at the right time and right place when they were hungriest and price lower in their priority list (connect with people when they are hungriest(hungry, want it, want it now) when price isnt their no. 1 consideration)And that was based on pizza industry research that told us that the no. 1 reason people buy pizza is because they are hungry and cant be bothered to cookAnd that’s very much about targeting them at the right time and place – choice of devices, certain time, certain geographies onlyFor example, The hungry man leaving the pub is on his mobile – peak time is at 1030-1130pmThe commuter leaving london on the train browsing his mobile – peak time is at 630-730pm2. Careful product selection to maintain revenue (slide of sides vs dessertsChallenge for us was that Some people are so used to discounting - Not discounting will drive down conv rateBut if we increased aov that could compensateBut people already purchased xlarge pizza and no extra cost for toppings, so focussed on promoting sides and desserts3. Connect with them - to use messaging (that would tap into the need-state hunger (ie that need-state) ) with appetite appealJust like in restaurants when they share their today’s specials board – higher aov dishes, copy with appetite appeal
- Analysts and copy writers sitting down eating the prods to see the types of adjs that were appropriateOozy - wingsCreamy - sauceGooey - sauceArmed with these adjectives, the copywriters were tasked with coming up with ads with appetite appeal all in less than 35 characters.And specifically here we are testing against using national standard discounts but not BOGOFAds specific to mobile
- Armed with these adjectives, the copywriters were tasked with coming up with ads with appetite appeal all in less than 35 characters.And specifically here we are testing against using national standard discounts but not BOGOF
- Firstly revvols were comparable to discounting – so we achieved our first objsInfact,better results on mobile without discounting than with discounting – so farAnd the ultimate aim was to drive up bottom-line profit for franchisees – and we achieved this too – comparable to BOGOF tuesdaysAnd a crucial strategy of driving up AOV to support the primary objectives - by selling side order also worked
- The 3rd way we can improve the perf of mobile is to make mobile search work harder
- Earlier we talked about understanding your customer’s intent on mobile eg PJ example. If you do this you can comm in a relevant way20% inc in ctr by making it clear - what they are getting/where they are going
- Tip 2 is about using generics to drive growth in brand traffic - ie growth in brand awarenessFor a particular retail brand, we have seen brand traffic increase 87% after 3 months of boosting generic coverage to pos 1 on desktop. We are now looking [to isolate] (what we wanted to do but with enhanced campaigns has to be desktop/tablet+mobile) on the same terms on mobile where the same terms cost 70% lessGoing to drive brand awareness but even cheaper cost(46% of consumers conducted research on their mobile and bought online on another device last xmas ; Vod example)
- Enhanced campaigns are going to change adwords. Key changes are:Tablet and desktop targeting is combiningEnhanced sitelinks ad extensionsProximity biddingNew conv types tracked in reportingCross device tracking With a change that means 1 keyword is driving activity across devices and the new use of multiplier, the question is, how will you adapt your old best practice (what gave you a competitive edge) to the new world. This is something we are exploring and will share on our blogOne simple point is that if you don’t want to bid on mobile, you will need to set your mobile bid to -100%