How to use mobile to boost marketing and commerce effectiveness

1. The Mobile Imperative:
How to use mobile to boost marketing & commerce effectiveness
Jasper Bell, Strategy Consultant
@jasperbelluk
@amazeplc
j.bell@amaze.com

2. Agenda
•
•
•
•
•
Who are Amaze?
The rise of mobile
The mobile paradox
3 critical steps
Your strategy

3. Who are Amaze?

4. Who are Amaze?

5. The rise of mobile

6. Mobile?
1
2
3
Other connected devices
Smart metering
Video surveillance
Consumer electronics
Machine-to-machine
Wearable technology
In store technology
>7 billion mobile devices in use by the end
of 2013
Source: Cisco - January 2013

7. ‘M’ Commerce?

8. A cluttered space with many, technologies, standards,
platforms & players…
Apps
Positioning
systems
and
wireless
technology
Payments
&
commerce
‘Connected’
retail
Push
marketing
Responsive
and mobile
sites

9. Mobile has changed our behaviour…
“hyper-tasking”
“micro-convenience”
“look to mobile to maximise every moment”
•
•
•
•
1 in 3 minutes spent beyond desktop
68% checking phone hourly
18-24’s - 110 messages daily, 3.2k monthly
‘Portal erosion’ - we’ve embraced fragmentation
Sources:
Comscore - 2012
Harris Interactive - June 2012
Pew Research Centre - Sept 2012
DFKI - Nov 2011

10. How we research and shop online…
Sources:
Inmobi - 2012
eDigital Research - 2013

11. Mobile will become the primary way we buy online
>50%
Of eCommerce shopping
sessions mobile by 2014
30%
Of mobile users will be
buyers by 2017
Sources:
Forbes - 2012
Forrester - 2012

12. The Mobile Paradox

13. “64% of UK firms claimed mobile strategy
was an important factor in their business
success yet of these …
Confidential and Proprietary. ©
2011 Bazaarvoice, Inc.
60% had yet to implement plans …
Just 11% had a mobile app or
mobile-optimised website”
13
Source: Barclays Online Business Outlook survey - 2013

14. “33% of luxury marketers do
not use mobile optimised
sites”
Confidential and Proprietary. ©
2011 Bazaarvoice, Inc.
“40% of fashion brands
released an app but did not
support it”
14
Source: L2 Think Tank - 2013

15. How many of you have developed a
mobile strategy and/or roadmap?

16. How many of you have built a
mobile-optimised website or app?

17. How many of you allow customers to
buy from you using a mobile device?

18. Why the confusion?
“A rapidly evolving mobile landscape that is
challenging in terms of knowing which
platforms and mobile offerings to invest in”
Source:Forrester - 2012

19. Are you seeing a pattern here?
Why are Gartner cutting their North American mobile payments
forecast by 55%?
“Low adoption of NFC payment services and many merchants launching mobile
apps in a copycat fashion without a clear winning strategy”
“Delays and adoption issues facing numerous mobile wallet initiatives, as well as
a congested landscape of competing technologies"
Source: Gartner - 2013

20. But the consumer doesn’t care …
“Consumers expect transactions to
be easier on mobile than they are
offline (51%) or on a desktop
computer (50%)”
Source: UBM

21. A price will be paid for getting it wrong.
57%
75%
75%
Won’t recommend a business with a poorly designed
mobile website
Drop in shopping session conversion on mobile without
a mobile-optimised UX
Will return to a site if the experience on mobile is good
Sources:
Compuware - 2012
Forbes - 2013

22. 3 critical steps

23. Be
optimal
3 Critical steps
Be
connected
Be found

24. Ensure audience can use
your content and services
and easily transact
Strike the right balance with
your mobile ecosystem
Be
optimal

25. When it comes to design standard - there is no right
or wrong …
Be
optimal
Responsive?
Adaptive?
Mobile site?
Apps?
Source:
Amaze client assessment

26. Case studies are emerging in support of RWD’s
commercial prowess …
Be
optimal
Revenue from iPhone +388%
Revenue from all devices +42%
Conversion rate +14%
Revenue from iPhone +101%
Revenue from Android +591%
Source:
ConversionXl.com - March 2013

27. However, the ‘cons’ of RWD are starting to be
documented …
Cost
Page load
speed
Process
change
Be
optimal
Design
constraints
Source: Get Elastic – August 2013

28. The rise of native apps remains exponential …
Be
optimal
“49% said they are less likely to
comparison shop when using a
retailer’s mobile app as opposed to
a mobile website”
Source: ApTap – 2013,Comscore 2013

29. For some, a mobile site is the answer.
Be
optimal

30. Connect …
Journeys and experiences to drive
relevance & value-exchange
Respond to the ‘omnivorous’
consumer in different settings
Be
connected

31. Mobile influences us before and during the shop…
Be
connected
90% of smartphone shoppers use
their phone for pre-shopping
57% to find hours …
44% to compare prices …
44% to find promo offers …
84%
of smart phone shoppers
use their devices
while in a store
Source: Google - 2013

32. This has accentuated ‘showrooming’…
Be
connected
Threat?
• 80% of retailers surveyed expected
sales to reduce 5%
Opportunity?
• 85% said they did not have the
technology to share inventory across
the web and store
Source: Edgell Network & eBay local - 2012

33. Brands must understand & embrace this behaviour …
Acknowledge & respond
Gamify, incentivise & delight
Be
connected

34. Proximity marketing is gaining critical mass …
Be
connected

35. Be
connected
• Applications beyond
demonstration…
• Inventory checking
• Training, briefings.
inter-associate
contact
• VOIP ‘push to talk’
connect remote
experts to customers
Mobile can enable staff to respond when it matters

36. Second-screen, ‘meshing’ and ‘stacking’ will be
game changers…
Be
connected
Source:
OFCOM - 2013

37. Opening-up opportunities for ‘situational-selling’
Be
connected
Out of hours
Lean-back
Different rooms
Different locations

38. Mobile can offer retail and travel brands a unique
opportunity to support moments of truth.
Which of the following aspects of your
airlines travel experience could be
improved?
1.
2.
3.
4.
5.
Disruption management – 42.4%
Check-in / Baggage process – 33.8%
Seating – 32.5%
Changes to bookings 30.3%
In-flight service - 28.7%
Be
connected
Which of the following innovative
features or services would you use?
1.
2.
3.
4.
5.
Real time flight status – 39.9%
Calendar display – 39.3%
Real time baggage status – 36.7%
Use mobile on board – 36.3%
Receive directions (gates, etc) - 35.7%
Source:
Amadeus 2011 – airline customers

39. Manage & generate demand
Getting in front of the right
person at the right time
Thinking beyond the obvious to
find your niches
Be
found

40. Think ‘distributed’ commerce (and marketing)…
•
Deals & cash back on products you are searching
for online or locally, P2P market place
•
Rewards for engaging in activities across
network of apps
•
Affiliate offers pushed into passbook - triggered at
opportune moments
Be
found

41. Find interest-driven niches …
•
Customised,
magazines +
niche products
•
Harness native
ipad features
Be
found
•
Deep linking to
and from apps
from tweets
•
On-the-move
contextual messaging

42. Optimise your email approach …
Mobile email open rates higher (38%)
than webmail or desktop (31%)
YET…
Be
found
41% of Europeans close or
delete emails unless mobile
optimised
Text too small…
Complex layout…
Links & buttons too small…
Too much on the screen…
Images not always displayed…
Don’t want to zoom…
Source:
Fourth Source and Knotice - 2012

43. And get found beyond the web (online to offline)
• Inventory data from bricks & mortar retail outlets
to serve geo-targeted mobile ads that draw online
consumers to offline stores
• Scale in location targeted display - Yoose and Blis
offer 100’s of millions of monthly impressions
• And let’s not forget Google local …
Be
found

44. Your strategy

45. Mobile ‘influence’ is bigger than mobile ‘selling’ …
“Mobile is impacting retail
revenues beyond purchases
made on the small screen.
Mobile advertising, mobile alerts,
dual screen usage and show
rooming drive 13X the revenues
traced to mobile devices today.”
Colin Gilbert, L2 Think Tank 2013
Source: Deloitte - 2013

46. To attribute value, brands must identify the overlaps ...
Impact on
marketing
channels
Second
screening
&
preshopping
High street
retail &
‘proximity’
mktg
Social
media
context
Where
can
mobile
impact?
Customer
support &
care
Payment
method

47. Ask yourself, what are your target audience up to the
99.9% of the time they aren’t using your services?

48. Don’t think ‘mobile’… think ‘mobility, ‘moment’ & ‘need’ …
Multi-channel, multi-platform, multi-device
Situational relevance and value-exchange
Integrated retail & customer experiences, moments of truth
The ‘local’ factor

49. Added
exposure
In store
uplift
Retention
Reach new
segments
Mobile
Benefits
Prime
customers
Measure and optimise customer value
and efficiencies
Acquire
user data
Channel
efficiencies

50. In summary.
1. Understand mobile behaviour &
motivations, size your opportunity
2. Map your optimal mobile ecosystem
3. Assess & grow reach in the right places
4. Integrate systems & analytics to
understand impacts & enhance experience
5. Take an iterative, permanent beta
approach

51. Thank you
j.bell@amaze.com
@jasperbelluk
@amazeplc