Fueling A_B experiments with behavioral insights (1).pdf
Mobile Marketing isn't Optional by Anthony Quigley
1.
2. Anthony Quigley
Founder & Managing Director
@AnthonyQuigley
@dmigroup
http://ie.linkedin.com/in/anthonyquigley
Google me!
3. Mobile is Integral to our Lives
Mobile everywhere and growing
•Over 62% of UK people now own a smartphone
•Globally, mobile devices will outnumber PCs this year
Mobile now integral to our everyday lives
•6 out of 10 mobile users feel compelled to use their devices at
least once an hour (1 in 7 every 10 minutes)
•7 out of 10 mobile users have their phones next to their bed
•4 out of 10 primetime TV viewers also consume content on
phones and tablets while watching TV
6. 5 Questions 4 Biz Owners
1. How does mobile challenge my value
proposition?
2. How does mobile impact your digital
destinations?
3. Am I adapting to mobile?
4. How should our marketing and infrastructure
adapt to mobile?
5. How can we connect with a modern, multiscreen audience?
10. 91%
SMART
PHONE
Users
internet usage on the
mobile phone
90%
of these people have
taken action as a
result
Source: Google Ipsos “Our Mobile Planet, UK” Study, October 2013
11. USE SMART
PHONES
to check prices at
other locations
68%
of male
57%
of female
Source: Insight Express, 4Q 2012
12. USE SMART
PHONES
to check prices at
other locations
Physical
Retail
Premises
Becoming
Virtual
Showrooms
13.
14. AMAZON
Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
18. 55%
How does
your
site appear
to your
mobile
visitors
Source: Sterling Brands & SmithGeiger, June 2013
say a poor mobile
experience hurts their
opinion of a brand
79%
will turn to a competitor’s
site after a bad mobile
experience
23. Ask Yourself ….
Is mobile a key metric?
How often do you review?
What department reviews?
Who know what % traffic comes thru mobile?
Who views the competitions investment in mobile?
Is IT or Marketing the driver?
Are you leading or following with mobile?
Which decisions would change if business owners were given
timely mobile data?
Who is responsible for testing mobile?
Have YOU viewed your own site on various mobile devices?
27. STARWOOD HOTELS
“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings
by 20%, and tripled mobile traffic.”
29. 05…
How do we connect in a
multi-screen environment?
30. The vast majority of our media interactions
are screen based
90%
of all media interactions are screen based
10%
of all media interactions are non-screen based
33
31. There are two modes of multi-screening
Sequential Usage
Moving from one device to
another at different times
to accomplish a task
Simultaneous Usage
Using more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity
Complementary Usage - Related activity
Mobile is integral to our lives. Here are 5 data points to that affect, and you are reading 5 more every morning when you open your email and check out your industry newsletters.
Japan has always been ahead of the game in mobile and so looking at what is happening there is in some ways like looking into the crystal ball of what is going to happen here and around the world. And what is happening there is that the mobile and desktop lines are actually going to cross. This has happened in a few instances already, but the data suggests this is going to start happening on a more permanent basis very soon.
It is clear that Mobile represents a sociological shift in how users relate to both the digital and physical world. So my hope is that you are no longer actually asking, "Why should I invest in mobile?" but instead asking, "How should I invest in mobile?” and working with your clients to determine the best mobile strategy. The way we like to look at an overall mobile strategy is by way of these 5 questions.
Here’s a quick overview of the 5 questions we’ll be walking through.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Anecdote: San Francisco taxi driver using Square (late to the airport, click to call ad, old and shabby taxi, no sign of credit card reader, quite skeptical, then… he pulled out Square widget and voila, the transaction was completed). This is just an example of how disruptive mobile can be at every level – even for a taxi driver that now can use this nimble technology to process electronic payments).
Transition:
We know that the mobile consumer is connected everywhere she goes, we know that she’s right around the corner from your store—and this raises pretty fundamental questions for your value proposition. So I want to start with an example of a client who really gets it--that shows an appreciation for the fact that the consumer environment and consumer usage pattern have changed…and that is hotels.com.
Both Hotels.com’s mobile website and the extreme marketing they utilize to promote it (their ads feature a video of a man literally booking a room from his mobile device while skydiving) both demonstrate their firm grasp of their basic value proposition to business travelers: the ability to book rooms quickly and easily.
Your future customers are literally around the corner, and mobile can get them in your door. 89% of smartphone users have searched for local info, 61% called a business after searching, 59% visited in person, and 90% of these users acted within 24 hours.
Our own data suggests that about 44% of all web searches have local intent.
Store Locators: a valuable addition to almost any mobile-enabled website.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Retailers have no choice but to react to this highly disruptive “showrooming,” which turns physical locations into showrooms for products destined to be purchased online or via mobile.
Apps like Amazon’s Price Check let shoppers take product snapshots or scan barcodes to generate comparative price lists from multiple retailers.
IDC Retail Insights summed it up nicely in a recent Wall Street Journal article: “The four walls of the store have become porous.” 39% of walk-out incidents -- the moments when shoppers leave without making a purchase -- were influenced by smartphone usage according to one study.
And this trend will only increase as the information advantage shifts ever further in the direction of the buyer. Over the 2011 holiday season, for instance, Amazon promoted Price Check by offering $5 off any purchase made by scanning a product in-store and then buying it from Amazon via mobile.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience.
New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website…
Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand.
Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Our recommendation, at its most basic level, is a simple one: We encourage the appointment of a Mobile Champion within your organization. This person should gather a cross-functional mobile task force to work to determine your company’s approach for each of the questions listed. Benchmark your competition, understand how your customers use mobile through focus groups and surveys, set aside budget, talk to your agency partners, and brainstorm internally.
Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience.
New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website…
Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand.
Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
To start, let’s pose the first question, “How does mobile change our value proposition?”
Click-to-call ads now drive a majority of mobile search bookings for Starwood Hotels, whose “hyperlocal” mobile search campaign, which delivered a click-to-call phone number and map to the nearest Starwood hotel right in the search ad, multiplied mobile paid search ROI by 20, increased month-on-month mobile bookings by 20% and tripled overall mobile traffic.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
More time on Mobile than Print and X together!
There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time.
TRANSITION
Multi-screen contexts. Since mobile devices are always on and always with us, consumers are increasingly multi-tasking with mobile even while engaged with other media. With the insight that consumers are increasingly engaging with their smartphones and tablets while watching TV, Chevy introduced their Game Time app, effectively hijacking the Super Bowl by adding a second screen. This app gave viewers a reason to engage with Chevy for the entire game and watch their ads closely for the chance to win prizes including a free car.[ video]