Velti Mobile Whitebook 2013.pdf - IAB UK

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Mobile Whitebook 2013 Best Practice Advice 20 www.velti.co.uk
Five steps to mobile success As the data from our survey of marketers has shown, few companies are putting significant resource into their mobile marketing efforts, despite the growing impact of mobile devices on consumer behaviour and the huge penetration levels. Mobile Whitebook 2013 To get you ahead of the field, Velti have put together this mobile checklist to help you assess your own organisation and how mobile-ready you are. 1 Carry out a mobile audit Before you begin any work on mobilising your business, you should form a robust understanding of where you are now and how you are providing services to your mobile clients. Key questions to ask include: • How many customers are trying to interact with your brand through mobile? How is this growing over time? • What do your customers want from your brand/business on mobile? • What key tasks do you need your customers to achieve on mobile? Can they achieve these across multiple devices? • What is your revenue and customer acquisition from mobile? These are just some of the questions you should be asking, but the key requirement is to form a set of quantitative and qualitative benchmark against which progress and improvement can be measured. The audit will also reveal the strengths and weaknesses of your brand on mobile, and enable you to divert resources accordingly. 2 Test and improve the mobile customer journey Are you providing an elegant mobile journey for customers? Have you mobilised all touchpoints? Far too often, we see brands either diverting to non-optimised websites or sending out non-responsive emails which don’t render to match the device format. What about your application? Is this just a replication of your mobile website? Key steps to follow include: • Compare bounce rates and exit pages on mobile versus desktop traffic. This could reveal certain places where the customer falls out of the journey. Make sure they fall out because they have what they need (eg. a telephone number or store location) rather than because your site failed them. • Check ad campaigns to make sure that your customers will land on mobile-optimised pages. This includes paid ads, display ads and mobile email. • Consider mobile user experience testing. Many online companies now exist which will conduct user experience tests using a panel at very low costs (eg. £30 per test). Did you know? • SMS campaigns can start from as little as 2.2p per message*. With a sizeable opted-in database, this can be a powerful addition to any campaign. Sending a URL link embedded in an SMS can create significant click through. Did you know? • In the UK, 62%* (Google) of emails are read daily on a smartphone. Are your communications not as effective as they should be 62% of the time? www.velti.co.uk 21
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 and 16: The actions of GAFA shape the way c
Page 17 and 18: Respondents: 180 How mobile is your
Page 19: Respondents: 171 How significant do
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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