living in a 'smart' world - how mobile and tablets are shifting user behaviour

How Mobile is shifting User behaviour

Sri Sharma, Managing Director

@srisharma @netmediaplanet

A search and display specialist driving a step change in

performance

@srisharma @netmediaplanet

Clients

@srisharma @netmediaplanet

Consumers using mobile

Data usage

Searching

Purchasing

Up x3 year on year

Up 130% year on year

Up 53% year on year

Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)

@srisharma @netmediaplanet

Brands using mobile

Mobile site

Search advertising

Display advertising

< 50 %

Up 205% year on year

Up 95% year on year

Source: FirstPartner (UK); Retail Week (UK)

@srisharma @netmediaplanet

• Communicate more effectively with mobile customers

• Make mobile search work harder

@srisharma @netmediaplanet

Communicate more effectively with mobile customers

@srisharma @netmediaplanet

Mobile customer map

Specific needs

Device

Location Time

Customer

@srisharma @netmediaplanet

Improving mobile search conversion rate

@srisharma @netmediaplanet

Sk:n mobile customer map

Specific needs

Device

Location Time

Customer

• Immediacy• Personal

advice

• On the move

• 40% of searches for local centres

• 82% of searches within call-centre hours

• 85% on smartphone

@srisharma @netmediaplanet

Approach

• Access to the website blocked from mobile paid search

• Launch of a click to call campaign

• Messaging that emphasized local and free advice/consultation

@srisharma @netmediaplanet

Results:• Leads increased x26

• Conversion rate up x2.2

@srisharma @netmediaplanet

Improving Papa John’s bottom line profit

@srisharma @netmediaplanet

Approach

• Communicate with customers when they are hungriest

• Careful product selection to drive revenue• Create messaging with appetite appeal

@srisharma @netmediaplanet

• Image of 3 devices in cols

Creative workshops

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Ads with appetite appeal

@srisharma @netmediaplanet

• Revenue per click was comparable to discounting, mobile revenue per click increased +48%

• Profit per pound spend on paid search:

• Average order value:

Desktop Mobile

Profit +75.2% +139.4%

Desktop Mobile

AOV +10.4% +12.7%

Results

@srisharma @netmediaplanet

Make mobile search work harder - 3 tips

@srisharma @netmediaplanet

Tip 1 : Express relevancy to improve traffic and conversion rate

+ 20% CTR

@srisharma @netmediaplanet

Tip 2 : Drive brand awareness cost effectively using mobile generics

@srisharma @netmediaplanet

Tip 3 : Develop your best practice for Enhanced Campaigns

@srisharma @netmediaplanet

Top 3 Takeaways

• Understand how your customer behaves on mobile

• Make mobile search work harder for you

• Develop your best practice to drive performance using enhanced campaigns

@srisharma @netmediaplanet

Thank you,any questions?

Sri SharmaE. sri@netmediaplanet.com @ netmediaplanet@srisharmawww.netmediaplanet.com/blog