About a month ago I went to an event put on by a university, chaired by a digital guru, in a 75 million pound building. It was all rather impressive. But like the building itself it lacked a mobile reception / element – in fact – my questions around mobile were poo-poo’ed and looked apon (i thought) as rather silly. Which was annoying but also entertaining. Especially now as…
One, the uni, apparently is now looking into the mobile reception, I guess due to the sheer number of students with smartphones and tablets who came from all over the world and wondered what the heck was going on in Manchester.
And two, as the person giving the lecture (the world respected Dr David Chaffrey – who I have done a little work with in the past) has now published the following blog piece. This is after I bumped into him at Mobile Marketing Live and we chatted about augmented reality and my new client Blippar. It would seem that he has had a sudden realisation that mobile really is rather important. Which is nice – and so hat’s off to him – and to mobile and to a month of mobile which really has been amazing.
Dr Dave Chaffey is CEO and co-founder of marketing advice site SmartInsights.com, who offer actionable plans and templates to helps businesses compete online. He is author of 5 bestselling books on Ecommerce including Digital Marketing: Strategy, Implementation and Practice and has been recognised as one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing. Which is why his original comments about mobile’s seeming unimportance did worry me. However, check out this wonderful blog below. Which is all about the five pillars of mobile marketing…. the rest I leave to Dave.
“To take just one example, I chaired a session at Mobile Marketing Live where Ben Carter, global head of online marketing at betfair, revealed to delegates that the volume of bets placed on mobile in 2012 will double to almost £2 billion. Mobile users on the sporting exchange have risen to 275,000, up 122 per cent year-on-year, and now account for 15 per cent of total revenue. Half of all UK betfair customers, Carter added, have placed a bet on the exchange via mobile.
For companies with products and services where mcommerce is less relevant, there are still a large range of marketing opportunities to engage consumers. When I speak at http://www.mms-conference.com, held on the 20 and 21st November, I will explore the full range of mobile marketing opportunities and how to develop a strategy so you prioritise in the right areas.
I will show, using examples across a range of companies, how a mobile strategy should be based on five pillars. First, the commercial pillar. This defines how to drive direct sales transacted on mobile sites or apps will be vital in some market sectors like those outline above. Multichannel companies also need to think about how mobile sites and apps can drive sales offline. This is what Google calls the ROPO consumer behaviour of ‘Research online, Purchase Offline’. This is still the predominant behaviour in most sectors. But there are other behaviours to facilitate too such as Research Offline via mobile in store through barcode scanning (or even visual discovery – the QR killer) or Wifi and then transact online, usually by desktop or tablet when back at home.
The second pillar of mobile strategy and mobile experiences this is about finding ways to add value to brands through developing new types of experiences on mobile sites or apps. We have fantastic opportunities to develop new propositions which fit the context of use of mobile. Reviews of dayparting show that peak desktop use is now confined to the day with smartphone use high on the way to and from work and at weekends with tablets becoming more dominant at the weekend. To encourage use of mobile experiences offline ads, particularly those with QR, augmented reality on mobile phones (added) or action code prompts are being used more widely.
Third, we have the opportunities for using mobile to develop incremental sales through using mobile promotion to increase awareness and discovery of brands via mobile platforms. The typically lower costs for media on mobile rather than desktop shows that innovative companies can grow their market share through activity in mobile promotion through developing their mobile display advertising or search across media sites, search engines and social networks. At the conference, I’ll show how you can review the demand for products in mobile channels.
Mobile CRM, the fourth pillar of mobile marketing is deepening relationships through using personalised messaging delivered via mobile sites, apps, text messaging and push notfications, integrating with email and social network messaging. Many companies are not yet delivering personalised messages via their mobile sites or apps since they are not integrated with the customer database in the way that the desktop sites are.
The Fifth and final pillar of mobile marketing strategy is mobile CRO or conversion rate optimisation. Like it’s desktop counterpart, mobile CRO involves running structured experiments to increase conversion and sales value across different mobile devices. We’ll use Autoglass as our example here since they are using advanced techniques worthwhile since up to 40% of their site visitors are now through mobile.”
All of this is quite lovely to see. Especially the use of Autoglass in his examples – as they are a great believer in the newest types of mobile marketing – both augmented reality and gamification. But to tell you more would be to ruin part of Dave’s talk for the ecomm expo – which I will not do. Now I do hope he mentions Blippar – maybe using the Domino Pizza stats.
Where now 18% of their sales come from mobile and their gaming app and campaign “Domigoals” in just 3 weeks got over 54,000 registered players, 90% of whom played, 40% won pizze prizes, with people playing on average 17 times (as the game launched each time someone scored…)
The BIG news from a marketing POV was that a staggering 28% of people were first time users of the app and so the campaign from sales and marketing had a 500% ROI.
Ok so their having a good year – with total year-to-date sales up 10%. But the ecommerce element of the business is growing and accounts for 58.4% of delivered sales. Total sales online increased in the third quarter by 39.3 to 62.8m, and have totaled £184.9m in the year so far. Of that online total 18.5% come from mobile sales: a rise of 46.9%.
I know it might not be quite just yet – but mobile is about to have it’s day. And I am no mad dog howling at the moon to think so.
It’s nice to see that other digital gurus, in just one month, are seeing the new moon light too.