Download - Growth Through Mobile - 8 Guiding Principles
EIGHT GUIDING PRINCIPLES
GROWTH THROUGH MOBILE
Jeff Browe Wunderman L.A. COO & Client Service Director
Introduc=on MOBILE | MAKE CUSTOMERS WORTH MORE No surprise, the world has firmly taken hold of the mobile age. It is now the first screen in our lives. The way we communicate has changed. Expecta=ons have changed. Shopping has changed. And so have your customers.
Today they are “always on,” connected 24/7. They search for informa=on and instantly share their experiences, anywhere at any =me. Moving seamlessly between the real world and mobile, crea=ng more opportunity for smarter marke=ng.
The Rules have also changed. Customers are in charge. This is evident with Google’s updated algorithm—the biggest change in years—that rewards search op=miza=on rankings of mobile-‐friendly websites, while penalizing those that do not meet op=miza=on standards. It’s only the start.
WE’VE ASSEMBLED EIGHT GUIDING PRINCIPLES YOU CAN IMPLEMENT TO BETTER SERVE YOUR CUSTOMERS, DELIVERING VALUE AND BUSINESS GROWTH.
1. CREATE MEANINGFUL PURPOSE IN CONSUMERS’ LIVES
The U.S. smartphone penetra=on rate has
reached 61%
80% of U.S. smartphone users are interested in using mobile payment
INSIGHT | Mobility is transforming how consumers interact with brands and how they purchase
Customers are con=nually relying on their mobile device to add value and simplify tasks—RETHINK what it means to serve “always-‐on” customers • STAND FOR SOMETHING—Define a clear mobile value
proposi=on, aspiring to a larger purpose
• INTRODUCE A NEW ROLE—Understand what mobile customers want, and deliver on it
Simplify Tasks Build Meaningful Purpose Source: Mashable.com, 2015
2. 91% of mobile users keep device within arms reach 100% of the =me
24.4% mobile commerce of all e-‐commerce by 2017
10x mobile coupons/offers redeemed MORE than other mediums
61% own a smartphone—it’s now the first screen in our lives
55% of all Internet use is via a mobile device
Customers are already mobile and they will do anything they can do on their mobile first. It’s cri=cal that each des=na=on play a specific role in the customer journey.
• CONTENT IN CONTEXT—Create digital des=na=ons that help users accomplish specific tasks, considering =me of day, device type and proximity
• AN APP IS NOT A MOBILE STRATEGY—Connect all digital des=na=ons to work bejer together, delivering seamless experiences across your ecosystem to manage the customer journey—ensure your websites are mobile-‐friendly, first
INSIGHT | Mobile is now the primary means by which people experience the Internet
MAKE YOUR DIGITAL DESTINATIONS FIT FOR PURPOSE
Source: ABI Research
ComScore, 2014
3. WIN THE MOMENTS THAT MATTER, ADDING EVERYDAY UTILITY
INSIGHT | Now at scale, smartphones are the first screens in our lives, but more than two thirds of Fortune 100 companies do not have mobile-‐friendly sites
Source: Google Mobile Playbook, 2014
57% of users say they won’t recommend a business with a poorly designed mobile site
40% have turned to a compe=tor’s site aler a bad mobile experience
Companies are evolving, from speaking to consumers to empowering them. Top marketers are connec=ng with consumers, using mobile to provide a greater sense of control through relevant u=lity that improves their experience.
• REDUCE FRICTION—Look for meaningful ways to make your product or service simple and easy, removing customer pain points and adding convenience
• REINVENT THE EXPERIENCE—Connect the digital and physical customer journey to reimagine a new way for customers to experience your value proposi=on
EXPERIENCES ARE THE NEW VALUE EXCHANGE
4. TAKE A MOBILE-‐FIRST POSITION TO MAXIMIZE UTILITY AND BENEFITS
INSIGHT | Mobile search is growing at nearly 10 =mes the rate of desktop or laptop searches
AVOID GOOGLE’S & MOBILE SEO MISTAKES
1) Blocked JavaScript, CSS and image files Make sure Googlebot is always allowed access to these website assets
2) Unplayable content Don’t use Flash—use HTML5 for video content
3) Faulty redirects Direct desktop URLs to corresponding mobile URLs
4) Mobile-‐only 404s Redirect desktop URLs to corresponding mobile URLs
5) App download inters==als Don’t disrupt visitor’s usage of site by blocking users from comple=ng tasks
6) Irrelevant cross-‐links Make sure mobile links connect to other mobile links and not to desktop links
7) Slow mobile pages It’s important that content on webpage loads quickly
Source: Google, 2014
5. ORCHESTRATE YOUR INTERACTIONS; SEAMLESSLY ADD VALUE
INSIGHT | 90% of consumers move between devices to complete a task
Recognizes the value of interac=ons. It’s not about making customers more loyal—it’s about brands being more loyal to customers.
• INTENTIONAL, INTELLIGENT INTERACTIONS—Consider the total customer customer experience, using mobile as the connec=vity across all interac=ons to track, acknowledge and an=cipate behavior
• DISRUPT THE HABIT LOOP—Each interac=on should connect to enhance the value exchange, injec=ng new pajerns of customer engagement by mo=va=ng and rewarding interac=ons
43% of consumers are more likely to purchase when mobile messages are part of an orchestrated marke=ng experience
Horses for courses: 75% of consumers prefer promo=onal messages via SMS
Source: Google Mobile Playbook, 2014
6. CREATE PARTNERSHIP TO ADD UTILITY AND VALUE By 2016, 90% of companies expect to be compe=ng on customer experience, up from just 36% in 2012
INSIGHT | Customers expect value—not only in product or services, but in marke=ng experiences
GIVE CONSUMERS A NEW REASON TO ENGAGE
• SHARED AND BORROWED INTEREST—Reach out to like-‐minded partners to add greater u=lity and value (e.g., Walgreens and WebMD working together to improve health and wellness in America and Aisle411 to add store layouts and indoor mapping)
• MORE REMARKABLE MOMENTS—Make “mobile” a verb, not a channel, crea=ng opportuni=es of personal engagement, involvement and brand ambassadors
Today, the average consumer spends 127 minutes per day in mobile apps
Sources: Gartner, 2014; Google Mobile Playbook, 2014
7. ACCEPT AND PROACTIVELY ADDRESS PRICE TRANSPARENCY INSIGHT | Smartphones are breaking down the walls of retail stores as price comparing has become a popular pas=me for mobile consumers
A growing ecosystem of tools and applica=ons that let consumers compare prices of products has changed the marke=ng and retail landscape. People have always shopped around—mobile has just made the process instant.
75% of store shoppers use their mobile devices in-‐store and would be happy for the retailer to text or email a promo=on while on-‐site
Source: Internet Retailer, 2015
What’s more, 25% of store shoppers who use their mobile in-‐store make a purchase on their mobile device while in-‐store
• EMBRACE SHOWROOMING—Use the growing trend to your advantage, crea=ng digital shopping experiences and rewarding in-‐store engagement
• PERSONAL SHOPPER—Consumer reviews are a powerful tool that can be offered at point of sale—customers are considering a purchase and merely require some reassurance
8. CREATE A DATA BLUEPRINT—MEASURE THE CONNECTED EXPERIENCE
INSIGHT | Big data is becoming a major driver for mobile—most organiza=ons turn only 7% into intelligence
In today’s mul=channel mobile marketplace, the most successful brands are masters of their customer data ecosystem and compete on the power of analy=cs.
• REAL-‐TIME VIEW—Bring together brand data (interac=ons, transac=on, purchase pajerns, non-‐transac=onal data) with appended data (demographic, psychographic, behavioral and retail purchase pajerns) to develop the “Whole Consumer” view
• CUSTOMER VALUE SCORE—Build on intelligence gained from cross-‐channel interac=ons, behavior pajerns and depth of interac=on and track to establish a score that can be used to drive customer value through op=miza=on and adapta=on
ABOUT WUNDERMAN
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Consistently ranked among the world’s top digital, CRM and mobile agencies, Wunderman delivers deeply connected brand experiences, consumer engagements, data and insights, and health care marke=ng solu=ons that build brands and businesses. We blend crea=ve, data and technology to connect customers to moments that truly majer, ranging from big iconic moments to deeply personal ones that recognize individuality. Founded by Lester Wunderman in 1958, the agency now has 170 offices in 60 countries. Wunderman is part of WPP (NASDAQ: WPPGY) and Young & Rubicam Group. Learn more at www.wundermanLA.com.