mobile marketing in the performance channel · mobile marketing in the performance channel matt...
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Mobile Marketing in the Performance Channel
Matt Swan, Client Strategist
Kevin Edwards, Strategy Director
Vouchers
Cashback
PPC
Price Comp
a-rison Loyalt
y
Content
Blog
Display
Mobile
The Affiliate
Landscape
The Mobile
Landscape
Tracking
Reporting
Offline/ Online
Incent-ivised
Search
M-commer
ce Apps
Call trackin
g
QR codes
NFC
Geo-target
Traffic vs. conversions
0%
2%
4%
6%
8%
10%
12%
14%
% mobile traffic: Jan 2011 – Apr 2012
45% Increase in share 437% Increase in share
4.2m clicks in Apr 2012
0%
1%
2%
3%
4%
5%
6%
7%
8%
% mobile sales: Jan 2011 – Apr 2012
0%
1%
2%
3%
4%
5%
6%
7%
8%
Clicks Sales
287%
True mobile measurement
125%
0%
10%
20%
30%
40%
50%
60%
70%
Mobile device split (sales) Iphone Ipad Android Blackberry Other
0%
10%
20%
30%
40%
50%
60%
Mobile device split (clicks) Iphone Ipad Android Blackberry Other
The opportunity: 2011 into 2012
518k 23.7m
405k 9.3m
Mobile basket dissected
AWin advertisers with m-commerce sites with affiliate tracking in place
Android Blackberry iPhone iPad
AOV: mobile vs non-mobile checkout Mobile Checkout Non-Mobile Checkout
The dilemma
! Hugely successful affiliate ! Burgeoning sector worth c.£1bn ! Over indexes on many customer quality
indices ! Created powerful retail brand (top 50 UK
Hitwise retail sites) ! Offers range of promotional opportunities ! Focused on demonstrating incremental
sales ! Multi-channel – 2011 app launched...
The dilemma
Missed opportunities?
DevMobile
“Probably.
My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%: a 50% increase in sales.”
• Exclusive 10% off via Vouchercloud app • Redeemed at POS in store • Tracked to Debenhams’ database • Attributed to aff channel
• Affiliates 43% of total sales • 57% redeemed in store • 70% were new customers
Debenhams: multi-channel approach
Voucher insights • High traffic, fewer sales • Female, high earners • iPhone/Android now neck and
neck • Used to increase footfall & AOV • Connection speed issues • What impact will NFC have? • Strong offer: wider geo reach:
B&Q QR Codes SMS Geolocation NFC Smart Posters Apps
• Affiliates are becoming multi-channel: – Understand the range of activity
• Incremental sales or minimising lost traffic?
• Think of the retail imperative to buy • How much can you afford to
incentivise? • Tracking is a serious threat • Prioritise, test and optimise • Who knows how big mobile could
be…?
Some final thoughts
Kevin Edwards, Affiliate Window [email protected] 020 7553 0354
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Thank you!
@Affwin_Strategy