m2 roadshow europe graham darracott digital architects
TRANSCRIPT
Taking the first steps into mobile
Welcome
Graham Darracott
MD
Kate Karagholi
Director of Member Marketing
Encouraging a healthy work-life balance
Digital history repeating itself
For years online was the poor relation (1996 – 2006)
• “Its really good but our budgets get used up on …”
• “We will do it next year”
• “Our customers don‟t use the web much”
• “Our current marketing works absolutely fine”
• “We don‟t like change too much”
• “Its too complicated to change”
• “Our systems don‟t allow us to sell online”
Really what they were saying was…
“We are ignoring online because it is rather complex and requires us to learn new ways of doing things and more investment”
Its official
Businesses HAVE to get it right
Social Media / Viral
• It is 2010
• “Adapt to survive”
• “Playing catch up”
• Identifying core pillars
• Getting them “spot on” on PC
• Adapting their business to cater for the new customer/consumer
But mobile is still left at the
bottom of the pile…
Mobile
Search
Customer Service (CRM)
E-Commerce
Own Website
Mobile is getting the same treatment…
• Today its yet more of the same:
“We are ignoring mobile because it is rather complex and requires us to learn new ways of doing things and YET more investment”
• Yet some of the smart ones are saying
“We changed for the web, we now need to adapt for mobile”
Mobile is not a separate channel
• It is one of the core pillars of digital
• And it is as important to get it right as getting “online right”
Why?
• Because the phones are mini PC‟s
• And smartphones / iphones are only getting more popular
Old legacy phones are dead…
Long live the smart phone
THE MOST IMPORTANT BROWSER, OPERATING SYSTEM, EMAIL CLIENT YOU HAVE TO CATER FOR…
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
15-24 25-44 45-64 65-74 75+
Device breakdown by demographics, 2011
Legacy
Featurephone users
Smartphones
iPhones
Device penetration NEXT YEAR
25 – 44 Yr Olds
<1% own a legacy
device
37% will have a
featurephone
39% will have a
smartphone
23% will have an
iPhone
Data courtesy of Nick Lane, Mobile Squared
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
2010 2011 2012 2013 2014
Total UK mobile Internet users
In 2010:
30% of users aged below
25 (5.9 mil.)
26% of users aged 25-34
(5.1 mil.)
23% of users aged 35-44
(4.5 mil.)
11% of users aged 45-54
(2.2 mil.)
10% of users aged 55+
(2 mil.)
19.67 million 32.4 million
2010 mobile internet usage
Data courtesy of Nick Lane, Mobile Squared
1. There IS a mass market of mobile savvy users + 33 million of them in 4 years
2. Consumers view their mobile device as more important than money (and pets)
3. Consumers are spending more time engaging with their mobile device – traditional communication is becoming the interruption
4. Mobile combines every other media onto one platform – IT’S A MINI PC
5. Mobile is not just another consumer access point – it‟s the most important one.
WATCH OUT THOUGH!
• Know your target segment; know their device
• Not about owning the consumer – THEY OWN YOU.
Top 5 mobile market take-outs
How to get started
1. Identify your most valuable digital channel (look at your data)
2. Get it 100% spot on (invest in it)
3. Identify what %age of your customers/consumers use it via mobile (look at your data)
4. See precisely where many of them drop off (data again)
5. Define and build a better user journey on mobile (you possibly might need some help here)
6. Measure the effect (data, data, data)
1. GIVE THEM THE CHOICE ON HOW AND WHEN THEY INTERACT WITH YOU
2. DON’T TELL THEM HOW AND WHEN
The worlds largest holiday exchange company
The starting point
• RCI member marketing team identified email as their big win
• Convinced board that they should move from DM – EM
• The board was the issue here – team believed in new channels – they just need to convince the board of the returns
INVESTMENT vs RETURN
The objectives
• SAVE TIME
• SAVE BUDGET
• MAKE THE PROCESS EASIER
• MAKE THE EMAILS MORE EFFECTIVE
• HAPPIER MEMBERS WHO YOU RETAIN
The starting point…
The issues and solutions
Solutions
1. Data analysis and insight
2. Identified quick wins and built a roadmap
3. Standardised designs & std modules
4. Standardised branding
5. Best practice coding and testing
6. Best practice coding and testing
7. Alt tags translated
8. Use of landing pages
Issues
1. Little understanding of members behavior
2. Mountain to climb to get emails to work
3. No recognisable templates/ modules
4. Zero brand consistency
5. Display issues on vcertain browsers
6. Display issues on mobile
7. Localised (language) emails not working
8. User journey into RCI.COM poor
The results
And on mobile
The results
The results
2010 (YTD)
Email activity
Open rates: 42% and rising
Click through rates: 19.5% and rising
Unique clicks: 12.9% and rising
Online activity
Unique Log-ins: +18.5%
Deposits: +6.4%
141 confirmations: +68%
Extra Hols: +46.6%
Registrations: +20.9%
2009
Email activity
Open rates: 35% average
Click through rates: 1.8% - 18%
Unique clicks: 1% - 9%
Online activity
Unique Log-ins:
*Deposits:
141 confirmations:
Extra Hols
Registrations:
Next steps
• SMS engine
• New apps
• Enhancing the user journey on mobile
And finally…
“Marketers need to experiment with mobile”
“The growth of mobile business is going to „transform the world‟, yet only 3% of companies are ready to harvest its potential”
"If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster," he said.
Google UK and Ireland MD, Matt Brittin
Don’t forget to come to the after show party
Please come to the “aftershow party”
Network-till-late
Drinks are on us
Banana Store
1 Cathedral Street
SE1 9DE
THANKS FOR LISTENING
Thank you…