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Mobile – More than just “this season’s fashion”

Mobile – More than just “this season’s fashion”. Neil Ranatunga Head of Mobile, Tradedoubler. Agenda. The mobile opportunity Constructing a mobile strategy Future Developments. Habemus Papam. The Mobile Opportunity. More than 30% of all page views are from mobile and tablets

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Mobile – More than just “this season’s fashion”

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  1. Mobile – More than just “this season’s fashion” Neil Ranatunga Head of Mobile, Tradedoubler

  2. Agenda • The mobile opportunity • Constructing a mobile strategy • Future Developments

  3. HabemusPapam

  4. 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”

  5. IMMEDIACY SIMPLICITY CONTEXT

  6. Developing a mobile strategy • Mobile website versus mobile app • Responsive design? • Tablet site • Content • Page load times • Tracking • Cross device user journey • Vouchercodes • Cross device shopping basket

  7. 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

  8. 57% of top 100 UK brands have a mobile site, up from 37% six months ago MOBILE SITES 88% of the top 100 global brands have an app in the App store APPS Omni-channel, geo-targeting and creating immediacy INTEGRATION

  9. Retention on a CPA

  10. 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

  11. 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

  12. Targeting by time • Purchasing habits vary significantly by device • Tablet purchase usage spikes in the late evening. “Buying in bed?”

  13. Device Fragmentation

  14. 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

  15. How? companies that committed early and emphatically to digital technologies outperform their peers by 26% in profitability MIT Center for Digital Business

  16. Questions?

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