IMC | Mobile Marketing

Rob Thurner, 26.10.16

Burn The Sky

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Introduction Rob Thurner

Mobile consultant, author, trainer, speaker

20 years digital and tradi9onal
marke9ng
Journalist, Group Marke9ng
Director at Clear Channel
10 years in mobile
Digital Marke9ng tutor and
trainer Europe, USA, Asia
Author mCommerce and
mMarke9ng books
Founder, Burn the Sky
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Clients

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 Content
1.
2.
3.
4.
5.
6.

Making the business case for mobile

Building rst class mobile sites & apps
Mobile messaging, search & adver9sing
Loca9on, proximity marke9ng & coupons
Mobile analy9cs and data
Stakeholder buy-in

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1) Making the business

case for mobile
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Whats the full value of mobile?

Screen size

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Personalised content
Internet
Apps
Shopping
Loca9on
Social sharing

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Why immediacy matters with mobile

Speed thrills
more
than

1/3
40%

28%

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Friction kills
are always or usually in a
hurry searching for a local
business on their
smartphone.

70%

do so because
it takes too long
to load.

67%

will switch if it takes

too many steps to
purchase or get
desired
information.

are always or usually in a

hurry while looking for
instructions on their
smartphone.

are always or usually in a

hurry while buying
something on their
smartphone.

Source: Google

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Influence customers across the

purchase cycle

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Source: Google + P&G

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Mobile reviews influencing

consideration

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Multi-stage customer journeys

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Mobile technology

Compass

Social voice

Coach

Wallet

Sound-track

Web browser

Teacher

Diary

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Mobile driving digital

behavior
50% of all search clicks from mobile
80% of Facebooks revenue from mobile
75% of e-mails read on mobile
70% dual screening
80% of mobile users browse internet on devices
50% of YouTube views on mobile

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Source: Industry estimates

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Privacy and Data Protection

Regulatory bodies champion mobile users right to
privacy
Privacy & Electronic Communica3on Regula3ons:
(see clause 22 on opt-in, opt-out)
Data Protec3on Act: data storage and sharing
Ofcom: harassment texts
PhonePayPlus: Premium SMS
CAP Code: nancial products and investments,
children, alcohol, gambling
Ministry of Jus3ce: covers accident claims and debt
management marke9ng

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2) Building first class

mobile sites and apps
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Envision the user journey!

Paper Wireframe

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Wireframe

Design

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Frictionless check-out | LeoVegas ;-)

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Time spent in app

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App stores and app volumes

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Source: Statista 2016

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Priorities for reinventing

existing apps

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46%

Improve existing applications with focus on reliability and

user satisfaction

44%

Grow overall mobile presence by launching

new applications

42%

Implement new features, taking advantage of latest

technologies (geo-location, social etc.)

38%

Allow easy access by implementing an Enterprise

mobile app store/catalog

30%

Improve existing applications with focus on customer

engagement/retention

20%

Improve existing apps with focus on conversion/

monetization

10%

Expand application lineup to new mobile

platforms

Source: Accenture Mobility report 2015

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App development
7 step process
Justify

Update

Build

Measure

Submit

Engage

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Promote

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3) Mobile messaging, search,

& advertising
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Benefits of SMS

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90% SMS opened in 5 mins

Reward loyalty
Realtime feedback channel
Capture customer data / preferences
Track effectiveness of ATL media
Awareness building

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SEO & SEM

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Mobile v Desktop
search behaviour
Mobile

Everywhere
Information,
news,
shopping,
social media,
entertainment,
location, calls
Web & app

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Desktop/
Laptop

Tablet

At Home
Entertainment,
shopping
Web &
app

At work +
at home
Task
focused
Web

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Driving customer action

When people use mobile search to help make a
decison, they are:

57
%

40
%

51
%

more likely to visit a

store.
More likely to make a phone
call.
More likely to make a
purchase.

And it doesnt stop there. When in store,

82
%

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Source: Google

of smartphone users turn to their

devices to help them make a
product decision.

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Google Mobile Search

extensions

Click-to-call

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Site-Links

Click-todownload

Hyper Local

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Understanding the Mobile

Advertising landscape

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Source: IAB UK

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Delivering brand building and

direct response campaigns
Brand

Scal
e

Source: Burn The Sky

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Direct
Response

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Mobile Advertising campaign

process
Objectives

Targeting

Budget
trading

Reach

CPM

Awareness

CPC

Engagement

CPI

Creative
format
network

Resporting
evaluation

Optimization

Expandable Rich
Media & Video

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4) Location, proximity
marketing & coupons
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Business case & permission

Common purpose?
Business - Awareness v Loyalty
Consumer - Concerns about
being tracked

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Harness mobile context for

time & location based
marketing

Current location

Location history

Mobile behaviors

Favorites

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Purchases

Device info

Data integrations

CRM

POS

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Set up and execute location

campaigns
Set up geo-fences (based
on audience target, retail
loca9on, ac9ve
promo9on)
Deploy strongest signal
(GPS, cell tower, WiFi,
iBeacon)
Ac9vate campaign,
monitor results, ne-tune

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Mobile couponing

Target USA shoppers receive a SMS carrying mobile

coupon
Redemp9on via op9cal scanners in every POS
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Mobile coupons solve

fraud and mis redemption issues
Mobile oers real-9me verica9on
and valida9on
Solves massive fraud issue with
paper coupons 1 in 6 are
misredeemed

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Source: British Retail Consortium

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mCoupons
tracking & reporting

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CTR of offers

Footfall to store

In-store redemption

Social sharing

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5) Mobile analytics and data

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Mobile: The holy grail?

SEO terms
used
Email/Mobile
response rate
Call centre
inquiries

Data
warehouse
single
customer
view

Standard
Business
Intelligence
Tool

Site logs

Orders

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Test all aspects to maximise

performance
PLATFORM
Facebook, Twitter, YouTu
be, etc

POST
Length, theme, CTA

ENGAGEMENT
Shares, referrals,
recommendations

ACTION
Likes, comments, clickthroughs

CONTENT TYPE
Competition, photo, video
etc

TIMING
Day, hour, month

CAMPAIGN
Type, timing, integration

LEAD MANAGEMENT
Lead value, close rate,
cost per MQL

LANDING PAGE
Performance, next
action, bounce rate

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KPIs for Mobile websites

Sources

Flow

Keywords

Goals

Location

Conversions

Demographics

Value

Landing Pages

Exits

Engagement

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Culture of performance
optimisation

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6) Stakeholder buy-in

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Mobile healthcheck

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Win board level support

mobile disrupts and transforms

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Mobile resources
Site

Content

www.mobilemarke9ngmagazine.com
www.iabuk.net
www.smar9nsights.com
www.burnthesky.com
The Mobile Playbook
Our Mobile Planet
Google Mobile Ads Blog
www.urry.com
www.comscore.com

News, case studies, awards

Case studies, white papers
Digital strategy, analy9cs, blog
Blog, market analysis
Google guide winning with mobile
Google Q&A on mobile consumers
Google blog on mobile adver9sing
Metrics, apps
Mobile usage

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Mobile resource ebook

Smart Insights
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Summary

Deploy mobile to deliver business objec3ves

Create and meet needs of mobile personas as basis for
behavioural targe9ng
Good UX is vital for engagement and referral
Integrated mobile into comms planning and merge data
Manage expecta3ons: benchmarks for budgets, 9mings, likely
results, ROI
Develop strategy to maximise conversion rate op3misa3on
Win Board level support
Test, measure, analyse, learn, adapt

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Thank you
Any questions
Rob Thurner
Founder & Managing Partner
E :rob@burnthesky.com
M : +44 (0)7793 804419
W : burnthesky.com
@ : weburnthesky

Burn The Sky

@weburnthesky