Marketing your Mobile PresenceSerge Milbank

@stream20 @eumeus

About Stream:20

Digital Sales Planning

DigitalOrganisation

Digital SalesToolkit

Digital Sales Delivery

Optimising your business structure and skillsets for digital success

Ensuring the correct toolkits are implemented for success

Providing innovative strategic support and analysis to drive your digital sales function

Driving incremental revenue across Desktop/ Mobile/Tablet

The Performance-Driven Digital Marketing Consultancy We push up your KPIs by delivering excellence

London • Munich • San Francisco

Who we work with

Retail Finance

Gaming

Telecoms

Travel Entertainment

Publishing

Technology

Utilities

My theory on when digital is interesting and boring

Interesting(Fundamental Shifts)

• Seismic shifts in

capabilities• If you use them quickly,

you get ahead of the competition

• It represents risk taking

Boring(Marginal Gains)

• Small step changes in lots of capabilities

• Everyone has access to the same technology – its about implementing better

• Sound fundamentals of digital marketing

My theory on when digital is interesting and boring

Interesting• Building

websites & eCommerce!

• SEO & Email

Boring• Building websites &

eCommerce• Blackhat & Spam

Interesting• Online Marketing• PPC, CPA Display,

Affiliates, eCRM

BoringOnline Marketing

Brand bidding, HPTO, leadgen, link

building

Interesting• Mobile, Big Data &

Content strategy• Omnichannel

Stream:20 Digital Benchmarking categories

Digital Benchmarking

Delivery

Channel marketing

Display

Email

Social

PPC

SEO

Affiliates

Emerging channels

Offline to online

eCommerce

Conversion

UX

Self care

Mobile web

Mobile apps

Planning

Forecasting

Segment. & Data Planning

Attribution

Pricing & Offers

Acquisition Strategy

Retention Strategy

Content Marketing

Retargeting Strategy

Toolkits

Performance Reporting

ESP

Affiliate network

Ad Server

Analytics

Organisation

Structure & resource

KPI ownership

& alignment

Supplier management

29 core areas (score of 0-5)

155 factors where you can achieve marginal gains (score of 0-5)

4 pillars (score of 0-5)

Overall score (score of 0-5)

Bas

icA

vera

ge

Ad

van

ced

Mobile Web Review

MOBILE SITE

5 II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

1

STRATEGY TRACKING DATA PROMOTION CREATIVE

3 2.93.1

2.2

2.8

2.4

DB score Mobile site Tracking , Analytics

5

Full adaptive mobile site developed following an earlier responsive design. You are now

able to share content across device and also tailor content based on mobile vs. online.

Full tracking and analytics across the site, all pages and entry points

4

3Online site is optimised for mobile devices and is a responsive design based on screen size & resolution

Basic tracking used. Desktop analytics provide insights into

devices usage

2

1 No mobile site No tracking used

Competency Spectrum

Advanced

Basic

Competitive

3.0 3.1

Planning realities in mobile

20%-50% of traffic is now

mobile Conversion is often up to

50% lower on mobile

How to approach the problem - organisational

Marketing Product

Marketing Product

TR

AD

ITIO

NA

L

MA

RK

ET

ING

GR

OW

TH

M

AR

KE

TIN

G

• Separate teams

• One role is to build, the other is to attract traffic

• Requests go into a workstack, maybe you will see it in 3 months

• Leverages the ability of the product itself to get new visitors

• Using the product itself, each time someone comes to the site, they bring their own network of relationships

How to approach the problem - organisational

Marketing Product

Growth team• Technical marketers• Developers reporting to

marketers, not product development

• Work on marketability of the product

Product Team• Current team• Work on product

improvement

Marketing Team• Traditional Marketing

outputs

DB score Promotion Data

5Cross channel activity builds awareness

of our mobile offer and helps drive activity through to the mobile site

Mobile customers fully integrated into database to form a single customer

view. Data is also collected for mobile numbers as part of any registration

both on and offline

4

3 Limited promotion of the mobile site through one to two media channels

Some ability to draw conclusions from analytics on customer value, behaviour of mobile customers, transactions etc. but data is very high-level and is never truly accurate against other channels

2

1No mobile promotion is place. Users typically only find our mobile offering

via a redirect or by accident

No data integration & limited customer insight generated from mobile web. Organisation lacks the insight to gain

any momentum from the mobile channel to help produce any further

budget contribution

Competency Spectrum

Advanced

Basic

Competitive

2.4 2.2

Mobile channels

OFFLINEQR Codes

Bluecasting

SMS/MMS

Traditional offline channels

Enablers• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes

MOBILE

Organic search

Paid search

Mobile ad networks

Social media

Email marketing

Affiliates

Content marketing

Aggregators

AwarenessGenerates

demand

ConsiderKeeps you in

the frame

PurchaseCaptures

demand

Push Channels

Display Email Offline

Pull Channels

AffiliatesPPC SEOAggregators

Engagement Channels

Social Retargeting Email

• Converts interested demand

• Respond to demand that is ready to buy in the marketplace

• Drive demand in the marketplace

• Engages prospects in the marketplace

REAC

HTR

AFFI

CPR

OSP

ECTS

CON

V

Building up Marketing Channels

ConvertWebsite Mobile Web Mobile App Retail

Content

DB score Creative Strategy

5Mobile site is endorsed by your

brand and marketing teams and is a truly integrated experience

Clearly defined long term strategy across all devices, platforms and

innovations with clear road map of how the organisation plans to

adopt mobile

4

3The mobile site ties in to wider

user experience of the brand. User experience has been tested &

optimised

Mobile strategy in place but is focused on device rather than

offering

2

1

The look and feel of the mobile site is not reflective of your site. The user experience is poor e.g.

not thumb friendly. Brand guidelines or treatment is not

adhered to.

No long term strategy for mobile web in place - reactive not

proactive in adapting any strategy for mobile

Competency Spectrum

Advanced

Basic

Competitive

2.8 2.9

App ReviewB

asic

Ave

rage

Adv

ance

d

5 II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

II

1

2.2

DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV.

2.6

2.0

2.4

1.8

2.4 2.5

2.3

Mobile and App channels

MOBILE

Organic search

Paid search

Mobile ad networks

Social media

Email marketing

Affiliates

Content marketing

Aggregators

APPS

App stores

App recommendation sites

Pay-per-install networks

App giveaway

Pre-loads

Push notifications

Facebook App Install ads

App to App

Enablers• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes

OFFLINEQR Codes

Bluecasting

SMS/MMS

Traditional offline channels

Discover

Install

Usage

Purchase

AwarenessGenerates

demand

ConsiderKeeps you in

the frame

PurchaseCaptures

demand

Crossing the divide between ecosystems

Push notifications

App to App

APP ECOSYSTEM MOBILE WEB ECOSYSTEM

App stores

App recommendation sites

Pay-per-install networks

App giveaway

Pre-loads

Facebook App Install ads

Leveraging enablers in mobile

Enablers = Conversion• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Localisation • Other Device capabilities• Short codes

Marketing Product

GR

OW

TH

M

AR

KE

TIN

G

• Leverages the ability of the product itself to get new visitors

• Using the product itself, each time someone comes to the site, they bring their own network of relationships

Social and the K Coefficient

• VK – Visitors plus referred visitors from network

VK 1000 visitors £1 CPA Effective CPA

V0 1000+0 = 1000 1000 £1.00V0.1 1000+100 = 1100 1000 £0.91V0.2 1000+200 = 1200 1000 £0.83V1 1000+1000 = 2000 1000 £0.50V2 1000+2000 = 3000 1000 £0.33V3 1000+3000 = 4000 1000 £0.25

• Reality is your app will not go viral• Your goal is to get it above 0, to get effective CPA down

Viral

grow

th

CO

NV

ER

SIO

N P

OIN

TThe real challenge is cross platform activity

Call CentreMobile WebApp Ecosystem

MA

RK

ET

ING

Web Retail

CO

NS

UM

ER

The real challenge is cross platform activity

Call CentreMobile WebApp Ecosystem

Web Retail

CO

NS

UM

ER

MA

RK

ET

ING

BU

SIN

ES

S

NOW

THEN

Fundamental shifts in mobile

One device

Multi-device Instant

Subscription/large outlay

Micro-payment

DEVICE SPEED TRANSACTION

All inclusive

One unit

CONSUMPTION

CHALLENGE Cross Platform Tracking Single Data Source Marketing Margin Product

development

STARTING POINT Use Cases & KPIs Data Audit Commercial plan Product plan

Days/hours

Conclusions

• The benchmark group – shows still very early days in mobile

• Opportunities exist to get well ahead – depending on where you are in your area of development

• Marketing the mobile presence is about layering up effective channels from pull, to engagement to push

• Mobile as cross platform needs to be embraced

• Structured planning will help you define where to go

Thank you

serge.milbank@stream20.comwww.stream20.com

@stream20 @eumeus