1. Presented by Alex Murray, eibDIGITAL and Dr Dave Chaffey, Smart Insights
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2. eCommerce :: behavioural merchandising :: online marketing

3. eibDIGITAL’s client mCommerce trends Jun-Aug ’11 – ‘12
eCommerce :: behavioural merchandising :: online marketing 3

4. Developing Revenues by eibDIGITAL
eibDIGITAL have launched a new, free to use best practice online resource:
www.developingrevenues.co.uk
Developing Revenues offers you:
- eibDIGITAL’s latest eCommerce guides and reports
- A host of free infographics for you to view and re-use
- A Blog with the latest news and opinions
- A Bi-weekly e-newsletter
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5. About Dave Chaffey
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6. About my co-author – Rob Thurner
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7. Why mCommerce matters
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8. mCommerce touchpoint opportunties
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9. Session structure
To download the full guide visit
www.developingrevenues.co.uk
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10. 1. Making the business case – your site – GA Advanced Segments
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11. 1. Making the business case - competitors
Source: Craig Sullivan (Belron/Autoglass)
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12. 2. Payment options
Mobile marketing success story – King of Shaves
A direct approach is taken by King of Shaves, which uses its App as a direct to consumer
sales channel for replacement shaving blades. Taking this approach reduces the transaction
cost to the Payment Service Provider’s handling charge for each transaction (typically 1.5% -
3%).
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13. 2. Payment options – 02 Wallet
O2 Wallet
•Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.
•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodes
while in-store to look for better prices online. Payment and delivery details are entered automatically.
•Special offers - discounts are available from the partner retailers
•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively a
bank account
•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to load
money and act as a standard contactless prepaid payment card.
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14. 3. Mobile site vs mobile App
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15. 3. Mobile site vs mobile App
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16. 4. Mobile site vs apps – non-Appstore App…
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17. 4. Creating the right mobile experiences
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18. 5. Mobile design – the future is personalisation
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19. 5. Mobile advertising
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20. 6. Mobile search marketing – use the Keyword Tool to find potential
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21. 7. SEO – additional reading from Aleyda Solis from #BrightonSEO
Your Technical Capacity to develop a mobile site
Mobile site Alternatives Pros & Cons
SEO Best Practices
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22. 6. Mobile Adwords
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23. 7. Location-based marketing
What are the biggest pitfalls facing
brands launching into
mCommerce?
The bi
gge
see m st mistake
o y
Almos bile as an e ou can mak
t
will ch 50% of peo xtension of e is to
ec ple wi t
isn't a k prices in s th Sma he PC.
vailab tore. rtphon
is a m le on the ra When some es
ore ef
ficient il, the Smar thing
The ph way o t
one is f shop phone
power givin ping.
to the g a lot of
consu
ile phone mer
The mob iour is changing.
behav 'no' to
pers onal, but consumers said
is f es', as
g o, 70% o 70% say 'y are
A year a eas now umers
n da ta, wher ext. Cons d to
locatio e of cont ee
ey se e the valu en, but brands n .
As many consumers th p ny point
muc h more o turn you off at a to
see mobile as an e y ca n it clear
rem ember th to make
extension of
y it is key ou are doing
themselves, do This is wh hat y
brands need to tread c on sumers w
carefully when trying
to reach consumers
via their phones?
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24. 8. Mobile CRM: targeted messaging and voucher codes
M&S developed a fully integrated
multi-channel strategy to building its
mobile database, which now exceeds
1 million customers.
Mailshots carried unique codes which
respondents were invited to text in to
a dedicated M&S shortcode in order
to win loyalty points.
In the process, M&S harvested ‘opted-
in’ mobile numbers matched to
existing customer records. The same
logic applied to email addresses to
append mobile numbers for existing
customers.
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25. 8. Mobile CRM: targeted messaging and voucher codes
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26. 9. Mobile analytics
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27. 9. Mobile analytics – reviewing complex journeys
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28. 10. Mobile CRO
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29. 10. Mobile CRO
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30. Thank you.
To download the full guide and infographics
visit www.developingrevenues.co.uk
Any questions?
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