Successfully integrating mobile into a multi-screen strategy · Successfully integrating mobile into a multi-screen strategy Friends of search Feb 2016

Successfully integrating mobile into a multi-screen strategy Friends of searchFeb 2016

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Proprietary + Confidential

The world is changing at an accelerated rateDriven by unprecedented mobile adoption

250M

5000M

7500M

1000M

1250M

1983 1985 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013

29years 8years

Smartphone

and TabletPC



We don’t go online, we live online



Mobiles acts as the remote to our lives150+ interactions per day

90% Check email

88%check

weather

69%Plays

games

78%Local and

world news

78%IM

60%Access bank

accounts

71%Use social

sites

52%Browse

retail sites

41%compare product pricing

53%Second screen

54%Read

ebooks

And we demand a lot from them…convenience / engagement / omnichannel / real time / dialogue /

participation / experience / controlSource: Comscore 2015



Time spent consuming digital media cross screens out weights TV viewing

5.09 hours

2.54 hours 2.12 hours

4.11 hours 1.27 hours 0.30 hours

Source: eMarketer Oct 2015

Incremental 52 minutes in the last 4 years



Take a look at your own stats… It’s not uncommon to see huge YoY shifts:

+75%

-%

-%

+75-100%

-%

0-5%

+50-75%

-%

0-10%

Sessions Transactions Revenue

Source: aggregated data



We see a similar thing with search growthChristmas 2015!

49%

18%

33%

42%24%

34%

Total queries25th December

Clicks25th December

Source: Google query data NL 2015



Apparel Q4: Growth only driven by mobile

+11% +17% +14% +19% +20%

Q4

Yo

Y

Source: Google query data NL 2015



Despite all this investment still doesn’t correlate to usage

Online Mobile Radio PrintOutdoor

% of Time Spent in Media vs.% of Advertising Spending, USA 2014

5%

0%

10%

15%

20%

50%

45%

40%

35%

30%

25%

TV

Time Spent

Ad Spend

YOY Change

Source: Mary Meeker 2015

~$25bn + in the US



Our customers journey’s are far more complex

When removing cross device sales driven by mobiles many brands often see negative YoY growth in desktop sales

Source: Aggregated data, Google insights



‘It is not the strongest of the species who survive, nor the most intelligent

but the ones most responsive to

change’Charles Darwin

For all of us to succeed we must change

Proprietary + ConfidentialProprietary + Confidential


1.Put your customers first



“Our mobile strategy is very simple, it’s to follow consumers”

Marc Pritchard, Chief Marketing Officer. Procter & Gamble.



Put your customer at the heart of all decisions

Assets

Ads Measurement

● Build assets based on your customers wants and needs.

● Don’t force existing behaviour patterns onto new devices

● Change the way you view measurement and success metrics

● Measure all interactions, not just sales

● Plan to device usage and impact

● Use context to build relevance into marketing



2. Understand the range of opportunities



Understand when and where to use mobile

A vital component of standard digital

A tool to amplify and activate ATL

Connecting Digital & physical

AmplificationUsing mobile to make

existing marketing better

AugmentationUsing mobile technology

to create new connections and communication



Build tailored communication plans

Awareness Consideration PurchasePost-

Purchase Love

TV

Print

OOH

Desktop video

Mobile video

Online Display

SMS/MMS

Social

Desktop search

Mobile search

SEODual screening

IBeacons

AR

Mobile retargeting

Desktop retargeting

Email

App promotion

App promotion

Geo display

Native

SMS/MMS

In app messaging

Desktop retargeting

Mobile retargeting

Social Social

Push notifications

In App messaging

Shazam

Synchronised display

IR

Geo/IR

Email

Email

Push notifications

Mobile search

Mobile search

Consideration Purchase Post Purchase LoveAwareness

App

Desktop site

Mobile site

Mobile site Mobile site

Desktop site

Desktop site

Mobile site Mobile/desktop site

App

App

Mobile/desktop site

SEO

Mobile site



Example: Building better experiences around ATL marketing

ReachReach & Frequency Amplify & Activate



3. Love innovation



A continued learning environment is essential to success

Innovation

TestScale

Learn

Import into always on

Iterate

Team targetsAppropriate KPIs



Drafts and experiments in Adwords

This beta can only be used initially for text campaigns

● Text● Shopping● RLSA● Display



Roompot gets more mobile revenue because of A/B tests

Roompot were seeing more and more website visits from mobile devices, but share of mobile revenue wasn’t increasing. They believed this was because their website wasn’t responsive.

So they wanted to increase the user experience on mobile devices, hoping it would drive mobile revenue by 15%

For this they developed a responsive website, but they launched it as A/B test instead of immediately rolling it out 100%

This A/B test led to new customer insights that more than doubled

mobile conversion rate, driving mobile revenue by 480%

Source: Think With Google

UX

A

B

https://www.thinkwithgoogle.com/intl/en-gb/case-study/roompot-increase-mobile-revenue-by-480/



4. Understand it’s a journey



Assessing your maturity and putting in place a roadmap for transition

Delivering a great on device experience

Seamless cross device journey’s

Seamless physical and digital integration

Basics Better Best

Today Tomorrow Future



Basics Better Best

Minimum to have today Building for tomorrow Ensuring long term relevance

Mobile as part of BAU Mobile across the organisation Agile organisation

People & Organisation

● Ongoing web & app testing

● Mobile champ

● Test champ

● Agile web & app development

● Cross-functional mobile team

● Test manager

● Agile marketing & product development

● Omni-channel marketing team

● Innovation manager

Great on device experience Seamless cross device journeys Seamless cross device & real world journeys

Assets (Web & app)

● Mobile web optimised to usage

● Mobile app (MVP)

● Single login across all assets

● Speed test average (orange)

● A/B testing landing page

● Site content optimised to mobile customer journeys

● Full (self) service app including basic physical integration

where applicable

● Speed test best in class (green)

● Personalised dynamic content

● Seamless physical and digital integration,

utilisation of context

On device marketing Multi device marketing Personalised marketing at scale

Advertising (Campaign

& media)

● Mobile in creative briefs

● Mobile optimised assets

● Mobile core to all digital plans

● Specific app marketing strategy

● Basic app push messaging (if applicable)

● A/B ad testing

● People first digital briefs

● Cross device digital media strategy

● Combined web and app strategy

● Create mobile specific ads that use device specific

technology (gyroscope, camera, VR)

● Mobile complementary to ATL buys

● Cross product & platform CRM strategy

● Mobile featured in all ATL marketing plans

● 100% programmatic buying

● Personalised marketing

● Real world triggers integrated into CRM strategy

Mobile specific measurement and cross device

impact

Multi screen measurement Seamlessly merged physical and digital

measurement

Measurement

● Web analytics & tag management in place across all

assets

● Google SDK in app

● Reporting & KPI's on mobile web and app

● Cross device measurement and reporting

● Online to store measurement

● Testing of new measurement solutions

● Attribution model including mobile

● Measure across app to web (vice versa)

● Attribute digital to offline sales channels (Online2store

revenue)

● Scalable attribution model incl offline

● Cross platform and real world CRM database



Examples



70% of sales over Christmas were driven through mobile

Source: Amazon press release



Mobile sales total 63% of Christmas online

sales

81% of customers were satisfied with their

mobile shopping experience over

Christmas**

“Personalisation focuses on the marketing that

brings her in, the shop she then enters and how we

stay in touch with her after she’s shopped”

Source: Shop Direct press release



44% of transactions are

now driven on mobile devices

100% YoY growth on mobile

vs 70% in 2014

Source: Wehkamp press release



Questions

Documents

Successfully integrating mobile into a multi-screen strategy · Successfully integrating mobile into a multi-screen strategy Friends of search Feb 2016