Velti Mobile Whitebook 2013.pdf - IAB UK

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Mobile Whitebook 2013 The Changing Business Landscape As smartphone penetration rapidly increases and more and more retail brands add mobile to their strategy, you probably don’t want to be the one left behind trying to catch up with the latest trends. Many organisations have woven online into their customer strategy and many have been weaving social into their mix but few have mobile at the heart of everything they do. As shown in the previous section, consumer behaviour is changing so rapidly that it requires constant innovation and investment. With 65% of shopping journeys starting with a mobile device channel threading (customer journeys spanning multiple devices) commonplace, and simultaneous screening and mobile retail sales still growing exponentially, almost every business has a strong business case for investment in mobile. Velti’s survey has found that investment into mobile has slightly increased in recent years, with 2% more brands now allocating between 5% and 15% of their marketing budget into mobile. This, along with the fact that 6% more brands have turned 100% mobile, indicates that mobile is now a core part of most organisations’ strategy. Additional responses that will help you build your confidence towards the mobile approach of your business and its potential ROI, are the following metrics which a sound mobile strategy can help to define: • 62% know what tasks their customers perform on their mobile devices • 54% are acquiring new customers through mobile • 50% feel they do as much as their competitors on mobile • 49% state that mobile is delivering extra revenue With these in mind, it goes without saying that adding mobile to your online and traditional media strategy will help you create a match for your customers behaviours, enhance your relationship with them, turning them into your brand devotees and sell more products. It is forecasted that the strong investment levels in mobile will continue through the rest of the year, so make sure you take good advantage of the time left and develop the most suitable mobile solutions for your audience strategy. 16 www.velti.co.uk
Respondents: 180 How mobile is your brand? 17% 11% 16% 10% 14% 23% 49% 47% 45% 23% 20% 10% 12% 46% 28% We’re 100% mobile Doing it well with a few gaps We need to do more / We’ve scratched the surface We don’t do anything Key steps to make your brand more mobile • Segment your analytics to investigate the differences between mobile and non-mobile traffic. Use this insight to exploit mobile strengths such as more local content, and counter weaknesses such as nonmobile optimised checkouts. Velti can help with this. www.velti.com • Consider older techniques such as SMS to increase brand loyalty. SMS codes can be used to track the effectiveness of such campaigns. They are still massive functions in mobile utility (8 billion external messages per annum in the UK). • Exploit lower advertising costs on mobile channels as a tool to lower your customer acquisition costs. Mobile Whitebook 2013 11% 3% 2% 6% 4% Don’t know Have you activated your brand on mobile? Do you use mobile to acquire new customers? Do you use mobile insights to optimise campaigns? Do you use mobile to drive customer loyalty? Brand activation shows promising growth, with 40% of brand respondents stating that they were proficient with their mobilisation. However, this leaves the majority of respondents (59.3%) who felt that they needed to do a lot more. What share of your marketing effort is devoted to mobile marketing? 13% 10% 10% 5% 10% 15% 20% 50%+ 53% Respondents: 171 Surprisingly, only 27% of respondents were utilising the mobile channel to acquire new customers. Mobile is a fantastic channel to merge your offline marketing efforts with traceable digital interactions through Shortcodes and messaging to activate mobile sites and app downloads Advances in geolocational technology and the proliferation of smartphone devices into the consumer landscape have meant also smarter targeting, faster response time and, importantly, accountable revenue increases. 14% The data from our survey shows that the majority of companies (53%) are only dedicating a small fraction of their marketing efforts to mobile. With smartphone penetration on the rise and mobile often being the most frequently used digital channel by consumers, the proportion of marketers spending more time on their mobile marketing efforts will have to grow substantially over the coming years. www.velti.co.uk 17
Page 1 and 2: In partnership with Mobile Whiteboo
Page 3 and 4: Mobile Whitebook 2013 Contents 4 In
Page 5 and 6: Mobile Whitebook 2013 About Velti V
Page 7 and 8: Consumer Data: The Case for Mobile
Page 9 and 10: Tablets become the screen of choice
Page 11 and 12: Tablet behaviour is different to th
Page 13 and 14: Selling effectively means reaching
Page 15: The actions of GAFA shape the way c
Page 19 and 20: Respondents: 171 How significant do
Page 21 and 22: Five steps to mobile success As the
Page 23 and 24: Measurement for mobile One hindranc
Page 25 and 26: Mobile Whitebook 2013 Case Studies
Page 27 and 28: Samsung Hope Relay The Challenge To
Page 29 and 30: Mobile Whitebook 2013 How to Contac

Velti Mobile Whitebook 2013.pdf - IAB UK

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