eibdigital mcommerce webinar: solomo

Why mCommerce matters

This webinar – mobile, social, location

To download the full guide visit www.developingrevenues.co.uk  

Introduction – Rob Thurner

• 20 years digital and traditional marketing experience:

• Journalist, Group Marketing Director at Clear Channel International

• Commercial Director at Mobile agency Incentivated• Founder Burner Mobile

- Consultancy- Training in Europe & US- Books, white papers & keynotes

• Mobile clients:• John Lewis Partnership, M&S, Specsavers, Waitrose• Amex, Barclaycard, RBS• British Airways, STA Travel • Bayer, GlaxoSmithKline• Heineken, King of Shaves, • Jaguar• Pearson, Virgin 4

rob@burnermobile.com@burner_mobile

Mobile consultancy projects, bespoke training, white papers, keynotes

Online advice and consultingwww.smartinsights.com

Qualifications and trainingwww.theidm.com

Insights Directorwww.clickthrough-marketing.com

My co-author Dave Chaffey

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Location – big brother or concierge service?

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Mobile – the Holy Grail of modern marketing

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Do mobile users welcome location based notifications?

2011 – 70% said ‘no’ 2012 – 70% said ‘yes’

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Hyper-local search extensions

Google: 85% of mobile search sessions have location intent

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Location – customer preferences

Source: JiWire

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Local deals - via sites and apps

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Key question - what’s the customer benefit?

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End to end service – easy, convenience, trusted

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Tracking app usage

P&G Charmin – sponsored app

• Sit or Squat Bathroom finder in 10 different countries - 100,000 bathrooms worldwide

• Charmin sponsor the app to build brand awareness – lower cost than building an app

"Sit or Squat is the perfect partner for us … we're not going to reinvent the wheel by creating this application. We found somebody out there whose mission matches ours. It creates the perfect partnership."

Dewayne Guy, external relations manager at P&G

Source: www.mobilemarkerter.com

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New customer service model

Source: Weve

Weve proposition through purchase cycle

O2 Priority Moments – Offers close by

O2 Priority Moments – Find on map

O2 Priority Moments – Redeem the offer

O2 Priority Moments – Share

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Groupon Now – time and location sensitive offers

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mCoupons – geo-targeting

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Foursquare – drives clicks and footfall

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Foursquare + Granata pet food - check in at the poster for sample

http://www.youtube.com/watch?v=YekTIVcXf60

Foursquare + Coke – check in at vending machine

• Log in to a local Domino’s on Foursquare and receive a free side order (when spending over £10)

• Foursquare Mayor gets a free Pizza every week

• Domino’s UK increases pre-tax profit by nearly 29%, attributed to social media initiatives and Foursquare promotion

“ We have led the way with social media initiatives ... the development of a link up with Foursquare offers a dual benefit of driving pizza sales online and building customer loyalty.”

Domino’s UK CEO Chris Moore

Source: www.mashable.com

Foursquare + Domino’s Pizza – free pizza

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

Starbucks - loyalty card+ location + payments

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Mobile + social interface

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Purina app – customer reviews

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Nike True City – customer reviews

• The True City app gives information on Nike products and locations based on cell ID

• Allows for consumers to review and add own locations

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Best Practice – clear T&Cs

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Jimmy Choo – integrated mobile social location campaign

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Mobile ratings and reviews attract new and repeat business

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Yelp – independent and credible

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Mobile search “hyperlocal”case study : Roy’s Restaurants

Winning with mobile loyalty

• Consumer demand for location services has shifted • Make sure your T&Cs state what customers are opting in for• Deploy location based services to drive footfall and clicks• Location works through the purchase funnel – awareness,

consideration, conversion, recommendation• Integrate location into sites, apps, search, advertising, commerce• Launch trials: test, measure, analyse, adapt

Thank you. 

To download the full guide and infographicsvisit www.developingrevenues.co.uk  

Any questions?