View the presentation slides from Rob Thurner's mobile Bootcamp at TFM&A, 27 February 2013

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2. 10 Mobile priorities for 2013
Rob Thurner
Burner Mobile
@burner_mobile
@theidm

3. Introduction – Rob Thurner
Mobile consultant, author, trainer, speaker
 20 years digital and traditional marketing
experience:
• Journalist, Group Marketing Director at Clear Channel
• Commercial Director with Mobile agency Incentivated
• IDM Digital Marketing tutor and trainer
• Mobile trainer in Europe & US
• Founder, Burner Mobile
• Author mCommerce and mMarketing books
 Mobile clients:
• Amex, Barclaycard, RBS
• British Airways, STA Travel
• John Lewis Partnership, M&S, Specsavers
• Bayer, GlaxoSmithKline
• Heineken, King of Shaves,
• Jaguar
• Macmillan, NSPCC
• Pearson, Virgin

4. Making sense of the mobile
landscape

5. Mobile perceived as
personal & innovative medium
newspapers
comprehensive
up to date
information
immediate trustworthy
internet convenient
on PC persuasive
personalised for me
innovative
radio
mobile media TV
undemanding
entertaining mood setter
relaxing
fun
creative
magazines
stylish
Source: Exposure, Orange Home UK

6. Mobile : permission is essential!

7. #1 Start with the consumer!
Match your offering to their mobile behaviour
Messaging Mobile sites Apps Social Location
Mobile ads Mobile search mCommerce Codes & coupons

8. #1 Start with the consumer!
When and where are we mobile?

9. #1 Start with the consumer!
Mobile and tablet behaviour trends

10. #1 Start with the consumer!
Mobile behaviour whilst shopping

11. #1 Start with the consumer!
… Create mobile personas
Tribal drinkers Career guys Routine strugglers
Buzz seekers Regular blokes Detached moderates
Party girls Male traditionalists Careful females

12. #2 Build mobile into business strategy
… Mobile impacts all areas of the business
Business
Objectives
Assess
Align stakeholders
mainstream and
to develop mobile
future mobile
culture
landscape
Select and Integrate with
manage mobile comms & data
partners strategies

13. #2 Build mobile into business strategy
…Board level agenda item

14. #2 Build mobile into business strategy
… Mobile roadmap v campaign-led
approach
2012 2014

15. #3 Mobile through the customer journey
… working through the purchase funnel

16. #3 Mobile through the customer journey
… integrate mobile with other channels
Email
DM
Press ads
Mobile Acquisition,
CRM and Transaction
Website
Mobile banner ads
Social media

17. Activation via QR Codes: prompt trial

18. Activation via SMS : text to win
 Response into relationships
 “Something for everyone” enhanced by local activation
informed by SMS response data

19. Activation via SMS : drive sales

20. Activation via Twitter : trial & sales
60% repeat view
27% click to purchase
Source: IPSOS MORI

21. #4 Optimise your site!
… 4 seconds or bounce and never return

22. #4 Optimise your site!
… 70% of brands have not optimised their sites for mobile
Non-optimised
Optimised

23. #4 Optimise your site!
Mobile internet is different
• Different browser
capabilities
• Different screen sizes
• Different interaction
• Different intent

24. #4 Optimise your site!
Mobile Web 1.0 – “Cookie Cutter”

25. #4 Optimise your site!
Mobile web 2.0 - personalisation
Logo Logo Logo
Personalised banner Personalised banner Personalised banner
Promoting something of interest Based on their location Based on the time of day
Welcome back: FRED SMITH You are near: XXX
It is 11:00am
When you were last here, you Our nearest store is XX metres away
Looked at the following products Get directions
On TV later is XXX
Menu item 1
Product 1 Product 2 Product 3 Menu item 2
Menu item 3
Menu item 1 Menu item 1
Menu item 4
Menu item 2 Menu item 2
Behavioural Location-based Time-based
http://www.burnermobile.com/making-mobile-design-more-personalised/

26. #4 Optimise your site!
… HTML5 success stories

27. #5 Why bother with apps?
… what‟s the consumer benefit?
 Is there a defined consumer segment?
 Is there an opportunity for frequent engagement built
around:
– Service
– Entertainment
– Information
– Distraction…?

28. #5 App focus on user experience
… over form and function

29. #5 App focus on user experience
… mobile users won‟t tolerate rubbish
Are Audi A4s
really that
horrible to ...drives like
drive? there is a
drunk behind
the wheel
I feel ripped off –
even though the
game was free! Just like a real A4
– it’s boring and
tedious

30. #5 App focus on success factors
… high stakes for “me-too” app players
 Success factors?
 Download does NOT = use
 85% only used once
 Audience reach capped
 Development & maintenance cost
 Testing - over 50% have bugs
 Approvals – up to 10 weeks
 Standout

31. #5 App focus on standout
… > 1 million other apps
 Standout from App noise is critical
 Ratings + sales used to organise App stores
 Use WOM
 Use Social Media outlets
 Use blogs
 Use App store marketing machines

32. #6 Make discovery quick & engaging
… 50% of mobile sessions start with search

33. #6 Make discovery quick & engaging
… rich media, micro-targeting

34. #6 Mobile advertising
Planning and buying options
 Blind Networks
– cost-per-click (CPC) basis
 Premium Publisher Networks
– cost-per-thousand (CPM) basis
 And those in between that
overlap the two models

35. #6 Mobile advertising
Adspend tracking online
2008 2009 2010 2011 2012? 2013? 2014?
Source: IAB / PWC Adspend

36. #7 Build long-term loyalty with mobile
… time & location based data trail
Source: Weve

37. #7 Build long-term loyalty with mobile
mCoupon redemption
Keyed entry Scanning NFC

38. #7 Build long-term loyalty with mobile
… focus on ease, convenience, personalisation
 Check and charge up your Starbucks
Card
 Pay with your iPhone or iPod Touch
at U.S. Starbucks stores
 Locate a mobile payment Starbucks
near you
 Track your Starbucks Rewards
program

39. #7 Build long-term loyalty with mobile
… harness location and social media

40. #8 Keep an eye on mobile payments
… manage expectations!

41. #8 Keep an eye on mobile payments
… manage expectations!

42. #9 Conversion Rate Optimisation
… constant improvement

43. #9 Conversion Rate Optimisation
… address people and processes
 More than two-thirds of sample are not designing their
websites (70%) and marketing emails (84%) for either
mobile phones or tablets
 Companies with a structured approach to conversion
are twice as likely to have seen a large increase in
sales
 Technology is no longer the major barrier preventing
companies from improving conversion rates
 The challenge is becoming one of people and processes
Source: Econsultancy / Red Eye
http://econsultancy.com/uk/reports/conversion-rate-optimization-report

44. Mobile optimised site, search, ads:
„TicketsNow‟
• Research from Google: > 25% of
ticketing-related search queries occur on
mobile devices
• Combining a mobile-optimized site with
Google mobile ads boost mobile
sales100% in the first month
“Search queries and purchases in our space are
migrating to mobile at a rapid pace. Mobile
is where consumers are now and increasingly
where they’re headed, so that’s where we
need to be.”
Sachin Gadhvi, Director of Search and Mobile Marketing

45. Analyse multi-channel engagement
Source: O2 // Starcom MediaVest

46. O2 + Pizza Hut- Customer journey
Source: O2 // Starcom MediaVest

47. O2 + Pizza Hut - Results
 Search plays a central role – drives footfall
 Out-of-home (OOH) proven to be a direct driver of sales
 Mobile was the number one performing medium
– 142% more efficient in delivering incremental sales revenue than the
campaign average
– 4.4x more efficient than TV
– 2.6x more efficient than desktop web at creating incremental revenue
 Mobile success factors
– Intent and mindset – meets a consumer need
– Connectivity – ease and convenience
– Personalised messages – right people, right time, right message
Source: O2 // Starcom MediaVest

48. #10 Win board level support
… mobile disrupts and transforms
Source: Burner Mobile / Smart Insights

49. #10 Win board level support
… align internal (and external) stakeholders
CEO UX eCommerce
Sales Technical CRM
Customer
Marketing Legal
Insight

50. Summary
 Deploy mobile to deliver business objectives
 Create and meet needs of mobile personas as basis for behavioural
targeting
 Good UX is vital for engagement and referral
 Integrated mobile into comms planning and merge data
 Manage expectations: benchmarks for budgets, timings, likely results,
ROI
 Develop strategy to maximise conversion rate optimisation
 Win Board level support
 Test, measure, analyse, learn, adapt

51. Mobile resources
Site Content
www.mobilemarketingmagazine.com News, case studies, awards
www.iabuk.net Case studies, white papers
www.smartinsights.com Digital strategy, analytics, blog
www.burnermobile.com Blog, market analysis
The Mobile Playbook Google guide – winning with mobile
Our Mobile Planet Google – Q&A on mobile consumers
Google Mobile Ads Blog Google blog on mobile advertising
www.flurry.com Metrics, apps
www.comscore.com Mobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)
Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-
insights.pdf

52.  https://www.smartinsights.com/membership/expert/
 For 20% discount on full Expert membership, use code SMARTIDM

53. Thanks for your time
Any questions?
rob@burnermobile.com
www.burnermobile.com
burner_mobile
07793 804419

54. If you enjoyed this course, you may be
interested in…
• Developing your digital skills further (many course
taught by your tutors from this week…)
www.theidm.com/digitaltraining
• IDM Certificate or Diploma in Digital Marketing
www.theidm.com/dipdirect
Recommend the IDM and you could receive a reward worth up to £200! Please
see form or visit theidm.com/i-recommend for more details.

55. Thank you to all our patrons
John Hughes Enterprises

56. *Conditions apply
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