1) The document discusses how brands and retailers need to maximize their mobile ecommerce strategies ahead of 2013. Mobile usage for activities like search and purchases are growing significantly year-over-year.
2) Key metrics show mobile is becoming increasingly important, such as over 50% of Olympic queries coming from mobile devices. However, search performance and conversion rates still vary significantly by device.
3) The document provides tips for retailers to make mobile work harder, such as optimizing their mobile site, managing mobile budgets effectively, and expressing relevancy to drive traffic and conversions. Communicating effectively with mobile customers and measuring mobile integration with physical stores are also emphasized.
4. “50% of Olympic
queries were from
mobile devices”
Source: Locog
5. 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)
6. Brands using mobile
Search
advertising Up 205% year on year
Display
advertising Up 95% year on year
Mobile site < 50 %
Source: FirstPartner (UK); Retail Week (UK)
7. Search performance varies by device
Average cost per conversion by device
165
100
Cost per
conversion
(indexed)
Source: Marin
8. • Communicate more effectively
with mobile customers
• Measure and improve mobile
integration with in-store
• Make mobile search work
harder
12. 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
13. 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
20. Approach
• Use Google Offers to create measurability
• Radius targeting selected stores
• Offer customers a barcode, mobile QR code or
discount code
24. Tip 1: SEO will prefer mobile sites in 2013
Mobile site
25. Tip 2: Manage your mobile budget
effectively this Christmas
27.5% of December’s mobile sales occurred between 25th and 30th December
Mobile
sales
December 2011
Source: Net Media Planet (retail clients Q4 2011)
26. Tip 3 : Express relevancy to improve
traffic and conversion rate
+ 20%
CTR
27. Tip 4: Drive brand awareness cost
effectively using mobile generics
28. Tip 5: Make email on mobile easy to
navigate this Christmas
73% increase in emails opened
on mobile devices in December
Source: Net Media Planet (retail clients Q4 2011)
30. Top 3 Takeaways
• Understand your different mobile customers
• Measure and improve mobile integration with
in-store
• Make mobile search work harder for you
31. A search and display specialist driving
a step change in performance