Velti Mobile Whitebook 2013.pdf - IAB 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?
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