Transcript The Mobile Opportunity

Mobile – More than just “this
season’s fashion”
Neil Ranatunga
Head of Mobile, Tradedoubler
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Agenda
• The mobile opportunity
• Constructing a mobile strategy
• Future Developments
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Habemus Papam
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The Mobile Opportunity
• More than 30% of all page views are from mobile and tablets
• 20% of all online sales were driven via mobile Christmas 2012
• mobile web is set to overtake desktop internet at some point this year
• Ebay aims for $20 billion mobile sales in 2013
• Google stated in 2011 that “The future is mobile”
• Facebook stated in 2012 that “we are a mobile company”
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IMMEDIACY
SIMPLICITY
CONTEXT
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Developing a mobile strategy
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Mobile website versus mobile app
Responsive design?
Tablet site
Content
Page load times
Tracking
Cross device user journey
– Vouchercodes
– Cross device shopping basket
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M-Affiliate – the basics
• Mirror wider mobile strategy
• Get tracking in place
• Remove points of leakage
– interstitials, phone numbers etc
• Build good relationships with your mobile team
• Bring mobile into wider marketing strategy
• For multi-channel retailers – know where budget and targets sit
• Acknowledge that mobile is different
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MOBILE SITES
57% of top 100 UK brands have a
mobile site, up from 37% six months
ago
APPS
88% of the top 100 global brands have
an app in the App store
INTEGRATION
Omni-channel, geo-targeting and
creating immediacy
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Retention on a CPA
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Using Context to your Advantage
• Consumers are less likely to
spend time shopping online
during good weather
• Sales for utilities providers
increase as the mercury falls
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Using Context to your Advantage
• Short term forecasting (up to around 10 days) is fairly accurate
• Data from Met Office allows you to plan for and analyse influence of
different weather patterns
• Product promotions based on good/bad weather. E.g. umbrellas when
rainy weekends planned or dynamic creative showing hottest holiday
destinations in Europe
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Targeting by time
• Purchasing habits vary significantly by device
• Tablet purchase usage spikes in the late evening. “Buying in bed?”
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Device Fragmentation
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Fingerprinting
• “67% of people have used multiple
devices sequentially to shop online”
- Google
• Traditional cookie-tracking methods
will prove insufficient
• Companies starting to use
probability-based algorithms to
provide “cross-device matching”
solutions
• Leverage CRM
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How?
companies that committed
early and emphatically to
digital technologies
outperform their peers by
26% in profitability
MIT Center for Digital Business
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Questions?
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