1. DMMP
November
2013
Mobile
Marke-ng

2. Agenda
• Sta-s-cs
• Case
studies
• How
we
integrate
with
other
marke-ng
communica-ons

3. Source:
M.
Isaacs,
Essence
(2010)

4. Tipping
Point
Source:
Comscore,
2011

5. Mobile
Device
Shipment
Source:
Econsultancy
Mobile
Sta-s-cs
Compendium
Global,
November
2011

6. Global
Smartphone
Penetra-on
Base:
Total
na-onal
popula-on
*
Japan
smartphone
penetra-on
data
excludes
feature
phones
Smartphone
sales
will
reach
467m
units
in
2011.
Source:
ourmobileplanet.com,
Nov
2011

7. Emergent
Trends
Source:
Econsultancy
Mobile
Sta-s-cs
Compendium
Global,
November
2011

8. Emergent
Trends
Source:
Econsultancy
Mobile
Sta-s-cs
Compendium
Global,
November
2011

9. It’s
Not
all
CuVng
Edge
Source:
J.P.
Morgan,
2011

10. Developing
a
Strategy
1. How
do
customers
use
mobiles?
2. Know
their
device(s)
3. Use
Analy-cs
4. Iden-fy
opportuni-es
5. Not
apps
vs
mobile
site!

11. Strategy
1:
How
they
use
mobile
1. How
do
your
customers
use
mobile?
e.g.
UK
Smartphone
use
Source:
Econsultancy
Mobile
Sta-s-cs
Compendium
Global,
November
2011

12. Strategy
2:
Know
their
device(s)
ü Measure
handset
mix
when
people
arrive
at
your
site
ü Don’t
rely
on
official
market
data/reports
alone
Source:
Econsultancy
Mobile
Websites
and
Apps
Op-miza-on
Best
Prac-ce
Guide
Seven
Ways
to
Op-mize
your
Mobile
Strategy
(Part
1),
2011
Image
source:
hap://bango.com/mobileanaly-cs/,
November
2011

13. Strategy
3:
Develop
Analy-cs
1. User
Agent
String
for
every
mobile
device
2. Refresh
device
database
3. If
device
not
recognised,
may
not
count
accurately,
e.g.:
• Tablet
or
iPod
included
in
desktop
• Android
under
coun-ng
4. Include
tracking
tag
on
landing
page
Image
source:
hap://bango.com/mobileanaly-cs/,
November
2011

14. Strategy
4:
Iden-fy
Opportuni-es
1. Do
the
analysis!
2. Synthesise
the
data
to
iden-fy:
• Key
issues
• Opportuni-es
• E.g.
Build
for
one
Android,
use
for
many
devices
• ‘Webkit’
browser
reaches
Apple
&
Android
use
browsers
• Good
Blackberry
experience?

15. Strategy
5:
Forget
apps
vs
mobile
1. Offer
a
good
experience
2. Not
a
black
hat
world
3. Op-mise
for
mobile!

16. Relevance
of
communica-on
• Be
aware
of
your
market,
e.g.
• UK:
– Users
prefer
to
access
mobile
internet
via:
• Browser
(70%)
• App
(55%)
– Men
more
likely
to
use
apps
to
access
online
informa-on
than
women
(46%
versus
35%)
• US:
– 54%
of
3,905
respondents
preferred
using
mobile
browsers
to
shop
online
,
instead
of
apps
(41%)
– 48%
preferred
to
use
a
credit
card
for
mobile
purchases
Source:
econsultancy.com
November
2010

17. Not
all
mobile
yet
Source:
M.
Isaacs,
Essence,
2010

18. Engaging
Customers?
• 70%
of
companies
yet
to
launch
mobile
site
(Econsultancy,
Nov
2011)
• Only
2%
op-mised
mobile
sites
for
transac-ons
(IDM,
Nov
2010)
Number
of
UK
internet
users
that
accessed
the
web
via
mobile
in
2011:
Source:
Econsultancy.com
November
2011

19. MOBILE
COMMERCE

20. Mobile
Commerce
• Mobile
commerce
set
to
double
by
2013:
– up
from
£123m
(2010)
to
£275m
• Majority
of
top
50
retailers
now
selling
via
mobile
(only
12
not)
• 10%
of
European
web
shoppers
use
mobile
for
product
search,
purchase
or
price
comparison.
• They
spend
more
too!
(15-­‐30%)
Source:
econsultancy.com
November
2010
&
November
2011

21. Mobile
Commerce:
John
Lewis
• Over
100k
visitors
p/wk
to
site
via
mobile
• Mobile
website
launched
11.10.10
m.johnlewis.com
Source:
Econsultancy,
October
2010

22. Mobile
Commerce:
Debenhams
• Launched
mobile
app
for
iPhone
w/c
11/10
– 75,000
downloads
in
1st
week
(#7)
• Includes
barcode
scanner
–
ideal
for
mul--­‐channel
shopping
• No
‘reserve’
func-on
• QR
Codes
Source:
Econsultancy,
October
&
November
2010

23. Simple
&
Effec-ve
•
•
•
•
Global
1st
Na7onwide
Mobile
Couponing
Roll-­‐out
‘Two-­‐for-­‐one’
m-­‐voucher
offer
using
241
shortcode
Reference
number
acts
as
2
for
1
m-­‐voucher
2,400
m-­‐voucher
redemp7on
devices
in
500
cinemas
na7onwide
Source:
Outrider,
2009

24. APIs:
Tesco.com
Source:
A.
Maurer,
Tesco.com,
#fodm
2010

25. Mobile
and
social

26. Privacy...
Source:
econsultancy.com
November
2010

27. Role
in
Future
Strategy?
Mobile
Site
vs
Apps?
Source:
Econsultancy
Mobile
Sta-s-cs
Compendium
Global,
November
2011

29. Today’s
Outcomes
• We’ve
highlighted
some
key
trends
in
mobile
• We’ve
discussed
a
mix
of
case
studies
• Awareness
of
integra-on...

30. Reading
• Morgan
Stanley
report:
hap://www.morganstanley.com/ins-tu-onal/techresearch/pdfs/2SETUP_12142009_RI.pdf
• Overview:
hap://www.briansolis.com/2010/02/mobile-­‐internet-­‐market-­‐to-­‐eclispse-­‐desktop-­‐internet
• Stats/guides:
hap://econsultancy.com/uk/reports/sta-s-cs
hap://econsultancy.com/uk/reports/best-­‐prac-ce-­‐guides
• Infographics
•
hap://econsultancy.com/uk/reports/mobile-­‐ecosystem

31. DIGITAL MEDIA AND MARKETING PLATFORMS (DMMP) Term 1
Week
Week
Lecture Topic (1)
Tutorial (1.5)
Assessment
Introduction of Ass't 1
No
9
26/09/11 Introduction of Unit & Outcomes
N/A
10
03/10/11 Split week
Speed Dating and Group Formulation
11
10/10/11 Platform 1: Blogging for Business
Assignment Briefing
12
17/10/11 Platform 2: Email
Blogging Excercises
13
24/10/11 Platform 3: Search
Email Excercises
14
31/10/11 RED WEEK
15
07/11/11 Platform 4: Social Media
Search Engine Excercises
16
14/11/11 Platform 5: Mobile
Social Media Excercises
17
21/11/11 Digital Campaign Essentials
Assignment Support (In Normal Tutorials)
18
28/11/11 Assessment Support & Re-brief
Assignment Support (Bookable via Moodle)
19
05/12/11 No Lecture
Assignment Support (Bookable via Moodle) Submission 2 (30%)
20
12/12/11 No Lecture
N/A
21
22
23
19/12/11
26/12/11
02/01/12
24
09/01/12 Examination Lecture
N/A
Assignment Briefing
Submission 1 (10%)
Questions Revealed & Results and
Feeedback of Ass't 1