The agenda for this talk covered how to build mobile into your business strategy, plus more practical advice on weaving mobile into your customer journey and discovery/promotion of the mobile channels.

1. Mobile Marketing Priorities for 2013
Rob Thurner <Insert
Founding Partner a headshot
Burner Mobile pic>
Building mobile into your business strategy
Digital Marketing Priorities 2013 Summit
11th January 2013. Brought to you by:

2. About Dave Chaffey
 Books  Digital marketing advice, training and consulting
www.smartinsights.com
About Dave Chaffey
• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions
• Online marketing consultant and trainer since
1997
• Manages SmartInsights.com: a marketing advice
site with Expert members in over 50 countries
January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members
Smart Insights Expert membership: www.smartinsights.com/membership

3. Agenda
 Start with the consumer!
 Build mobile into your business strategy
 Weave mobile through the customer journey
 User experience trumps form and function
 Make discovery easy and quick!
 Trial mobile loyalty; watch out for mPayments
 Get to grips with the analytics
 Test, learn and adapt … no one-size fits all in mobile
 Win Board level buy-in
 Please interact using the BrightTALK buttons
3

4. Rob Thurner @burner_mobile
Mobile Consultant, Trainer, Author
 20 years digital and traditional marketing experience
 Journalist, Group Marketing Director at Clear Channel International
 Commercial Director with Mobile agency Incentivated
 Digital Tutor and Trainer
- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers
 Founder, Burner Mobile
- Consultancy, writing, speaking
 Author
- 10 key decisions for mCommerce success
- 7 steps for mobile marketing success (Co-authored w/ Dave Chaffey)
 Mobile clients:
- Amex, Barclaycard, British Airways, Jaguar
- M&S, John Lewis Partnership, Heineken, GSK
4

5. Making sense of the mobile landscape
5

6. Remember the consumer!
6

7. Create mobile personas
Tribal drinkers Career guys Routine strugglers
Buzz seekers Regular blokes Detached moderates
Party girls Male traditionalists Careful females
7

8. Audience data underpins
mobile format choice
Number of subscribers in the UK (000s) Index vs population as a whole
(Average number of subs for the 3 month ended Jan ‘11) (Average number of subs for the 3 month ended Jan ‘11)
13-17 18-24 25-34 35-44 45-54 55+
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Apps Mobile MMS SMS LBS
internet
8

9. Match your offering to Consumers‟
Mobile Behaviour
Messaging Mobile sites Apps Social Location
Mobile ads Mobile search mCommerce Codes & coupons
9

10. Build mobile into business strategy
Business
Objectives
Align Assess
stakeholders to mainstream and
develop mobile future mobile
culture landscape
Select and Define mobile
manage mobile profiles of target
partners customers
Integrate with
comms & data
strategies
© Burner Mobile
10

11. Mobile impacts the full customer journey
Source: Smart Insights / Burner Mobile
11

12. Mobile and tablet behaviour in-home
12

13. Mobile behaviour whilst shopping
13

14. User Experience must be #1 priority
14

15. Apps: Health Warnings
 Success factors?
 Audience reach capped
 Development & maintenance cost
 Download does NOT = use
 85% only used once
 Testing - over 50% have bugs
 Approval takes up to 10 weeks
 Standout among 1 million + apps
15

16. Google site analytics
16

17. Mobile Web 1.0
“One size (does not) fit all”
17

18. 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
Our nearest store is XX metres away It is 11:00am
When you were last here, you
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
18

19. HTML5 sites : maximise engagement
19

20. FT HTML5 Success
20

21. Search is the most popular
mobile behaviour
21

22. 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
22

23. Mobile advertising : rich media
engagement options
23

24. Mobile ad spend tracks online
900.00
Online adspend Mobile adspend £825.1m
800.00
700.00
600.00
500.00
£465.0m
400.00
300.00
£203.2m
£153.1m 200.00
£196.7m
£165.7m
£28.6m £51.0m £83.0m 100.00
£19.4m £37.6m
0.00
1998 1999 2000 2001 2002 2003 2004
2008 2009 2010 2011 2012? 2013? 2014?
Source: IAB / PWC Adspend
24

25. Twitter + TV response path
60% repeat view
27% click to purchase
Source: IPSOS MORI
25

26. mPayments – watch this space
26

27. Connecting
loyalty + location + payment
 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
27

28. Mobile : time + location based data trail
Source: Weve
28

29. Analyse multi-channel engagement
Source: O2 // Starcom MediaVest
29

30. O2 + Pizza Hut – Customer Journey
Mobile was the number one performing medium
4.4x more efficient than TV
2.6x more efficient than desktop web
Source: O2 // Starcom MediaVest at generating incremental revenue
30

31. Mobile site
Conversion Rate Optimisation
31

32. Define devices to test & optimise
32

33. Win board level support
© Burner Mobile
33

34. M&S : integrated mobile execution
Email
DM
Press ads
Mobile
Acquisition, CRM
and Transaction
Website
Mobile banner ads
Social media
34

35. Mobile Roadmap
Long term plan vs. „campaign by campaign‟
2012 2014
35

36. 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
36

37. 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
 Win Board level support
 Test, measure, analyse, learn, adapt
37

38. Thank you for your time
Any questions?
rob@burnermobile.com
@burner_mobile
38

39. Thank you for your participation
Your questions please
 Please ask questions
and rate this webcast
 For more Answers to
your Digital Marketing
Questions use our
free community
 Best wishes for 2013!
http://www.smartinsights.com/answers
39