Implementing a Mobile Web Strategy: A Guide to Getting Started

Strategy:

A Guide to

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Executive Summary

Executive Summary

As mobile devices* are set

to outnumber the global

population by 2014, marketers

face stiff challenges in order to

adjust to the new reality.

But for mobile savvy brands,

this brave new world can be

a land of opportunity, growth

and massive profits.

* including feature phones, smartphones, ereaders and tablets

Contents

1. The Mobile Revolution

How mobile is impacting the behaviour of your buyers

2. Are you ready for SoLoMo?

Want sales and profits?

Understand Social, Local and Mobile

3. Analytics for mobile

Make informed business decisions and easily measure the performance of your mobile campaigns

4. Apps. Yes or no?

Should you go for apps or stick with a mobile friendly or responsive site?

5. Tools for mobile

Tools for taking your mobile campaigns to the next level

6. Checklist for mobile marketing

Tick these boxes off before rolling out your mobile campaign

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The

Mobile

Revolution

The mobile revolution is

sailing ahead and your

customers are

on board already.

Francis, NBC posted this image of St

Peter’s Square on its Instagram feed, with

the caption...

From one flip phone in the right corner in 2005 to a sea of glowing tablets and smartphones in 2013, this photo, taken at the same location shows the ubiquity of mobile devices.

“What a difference 8 years makes”

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This is the world your users

and customers inhabit.

6

Worldwide Smartphone Sales to End Users

by Operating System in 2012

They use mobile devices to document and share what’s happening around them, frequently as it happens. They are comfortable using a variety of devices, from big tablets to small smartphones.

*Source: Gartner, May 2013 Other

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rapidly changing mobile landscape, where technologies and user behaviour alter rapidly.

‡ Tackling the fragmentation of mobile operating systems.

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From a 3.2 inch smartphone to a 10 inch tablet.

This new world presents

a range of challenges for

digital marketing teams

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Changes in user

behaviour that have the

potential to upend

existing business models.

Sales in stores are not consistent with footfall, as shoppers use price comparison apps to compare prices then buy the cheapest option online or in a different store.

Showrooming

8

Of the 53% of

consumers who have

abandoned an in-store

purchase as a result

of using their mobile

phone, 38% have done

so because they found a

better price in another

store, 30% because

they found a better

price online.*

Users jump seamlessly across platforms and screens. For example, they’ll see an ad for a product, look it up on a tablet, the brand’s Facebook page,

l`]fZmqalgf9eYrgf&  

Multi Screening

67% of

people have

used

multiple

devices to

shop online.*

*Source: Google Insights

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Peer feedback

Marketers are increasingly

losing influence over customers who are relying on feedback

from social networks and

review sites as well as word of mouth, for making

purchase decisions.

GPS chips are becoming a standard feature on mobile devices and

millions of users are now comfortable sharing their physical location on

social networks. Companies who can’t incorporate this into their campaigns stand to suffer

heavy losses.

Hyper-Localisation

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Mobile Payment

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and Square to services like Google Wallet

and PayPal Here, mobile phones are increasingly being seen as a payment option for goods and

services, especially in the retail and SME sector.

12 *Source: Gartner, 2012

In 2012 worldwide

mobile payment

transactions

surpassed

$171.5 billion,

up 62% from the

previous year.*

70% of smartphone users will delete an email that’s not displaying correctly. With limited real estate, large walls of text are a no-no. Site design needs special attention. Pages and content have to be optimised for mobile. Flash has to be replaced by HTML5. You can’t rely on mouseover actions, because there is no mouseover on touch screens.

13

67%  of  users  would  

buy  or  convert  after  

visiting  a  mobile  

friendly  site,  while  

61%  will  abandon  a  

non-­mobile  

friendly  site.*

*Source: http://marketingland.com

Users interact differently with websites

and emails on mobile devices.

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Mobile marketing is

about reaching the

right customer at the

right time with the

right message.

Are you

ready for

SoLoMo?*

Mobile searches usually happen just before an

action, like buying an item or placing a phone call. Position your strategy correctly and you’ll gain more from mobile than other channels

24% increase in click through rates from

mobile optimised emails.

You and your customers’ buying

decisions are being influenced by

mobile and social media.

of mobile searches occur at home or at work

77%  

17%  

happen on the move.

of conversions from mobile searches

happen within an hour of searching.*

55%  

15 *Source: Mobile Search Moments Study, Google and Nielsen

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In the US, Ace Hardware uses weather forecasts to run localised mobile ad campaigns. So if snow is predicted in a particular location, customers living there will get ads for shovels.

Starbucks

Starbucks has experimented successfully with geofencing where alerts and

notifications can be pushed to phones only if they are in a predetermined area.

These big brands have used the benefits

of SoLoMo for a personalised

customer experience

16

Ace

Ace

Using Geolocation, Zipcar lets users browse and rent cars nearby from a mobile app.

Apps like Foursquare for Business let business owners and marketers track customer behaviour, encourage local customers to check in and offer rewards to loyal buyers.

Zipcar

Foursquare

17

Mobile ads based on location are going to touch 6.5 billion Euros by 2017 according to research by Berg Insights.

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18

With more and more companies using

mobile as a marketing platform,

there’s a risk of customers and

users drowning in a sea of ads,

notifications and emails.

There’ll be too much noise, and many

people will tune out.

Throwing money at the platform won’t work.

You need to measure the impact of your mobile campaigns, test them

and keep tweaking them.

You must

understand

Measuring the success of

your mobile campaigns:

metrics, tips and best

practices

Analytics

for mobile

You might use simple billboards for your new marketing campaign or you might use a flashy

mobile app.

Whatever you choose, its success depends on hitting the

right KPIs.

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Formulating an overarching

series of best practices can be a Herculean task.

But there are some basic pointers that digital directors and mobile marketing managers should

Find out what kind

of platforms and

networks they’re

using.

behaviour (such as, apps vs mobile sites). Use

these insights to keep

tweaking your campaigns. Then continue to test and refine, test and refine.

Know your users

21

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means of engagement to reach out to your target demographic:

œSMS œPush notifications œEmail œApps œMobile sites œMobile ads                 22

yourself

touchpoints

Spread

across

all

Don’t count

app downloads.

Measure usage.

Unless your app is used regularly, 300,000 downloads in a month is going to do nothing for your bottom line.

Monitor usage levels throughout the app’s existence, and not only during launch.

23

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Be aware of

anonymous usage

A lot of mobile platforms and apps allow anonymous usage. This could affect your measurements, especially with multichannel reporting.

Take this into account, or use easy authentication features to retrieve user data.

Then scale it

up as your

understanding

increases.

Start small

Take one channel and one buyer journey and measure limited

events like open and click

through rates or mobile emails or sign ups. Use a small

number of metrics to start measuring.

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In your analytics software, use

comprehensive property descriptions and make event names self

explanatory.

For example, use “channel_id”

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or alphanumeric descriptors.

26

Use readable property

and event names

and the things that describe it are called properties

A user action is called an event

Tip

Measure across

multiple platforms

You can then replicate the user experience across other platforms, or concentrate your efforts on the top performing one.

The mobile operating system platform is fragmented, so find out which platform is giving you the highest ROI, and why.

27

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Yes or no?

Apps.

Apps can be a double-edged sword. So can a mobile optimised website.

How do you choose?

useful if they’re to help you with

branding and marketing.

Coca Cola’s “Chok! Chok! Chok!” campaign in Hong Kong is a textbook example of how to use mobile apps in marketing.

Aimed at promoting a TV ad, Coca Cola created a mobile app that turned smartphones into motion

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receive offers by using it as a Wiimote when the ad was aired.

The app was downloaded 380,000 times

The ad was watched 9 million times

29

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There’s an app for everything

The marketplace is

flooded with apps.

Both Google Play and the iOS App Store have around a million apps available. The Windows Phone Store has

approximately 150,000 apps, give or take. But an app is not

everything. You might be better with a responsive website, or a site that’s optimised for each

mobile device.

1,000,000

150,000

1,000,000

Why should you use a mobile app?

Tight integration with hardware

1

2

3

4

5

Can work with spotty or no internet connection

Users engage more with apps Can be built fairly quickly thanks to a variety of tools available

Good for repetitive and regular tasks such as listening to music,

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Why should you use a responsive site?

Cost effective to deploy thanks to a single codebase

1

2

3

4

5

Less of a usage barrier as no download required

No upgrade hassles for the user Sites that are optimised for search

have better visibility in search than apps   Can be rolled out without waiting

for lengthy app store approval

Before you sink money into an app

or site you need to have a clear idea

of your mobile strategy, and what it

is you’re trying to achieve.

33

If your service involves carrying

out regular tasks, an app

will help you.

If you want to provide information,

or get better visibility in search, a

responsive site is the way to go.

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You might be the smartest

marketer in the industry but

without access to the right

tools, you could blow the entire

campaign. Check out these

tools, both free and paid, that

will make your life easier.

Tools

GoMoMeter

Tools to

test your

website for

mobile

This Google tool lets you see how your site looks on mobile devices and gives recommendations

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1 JPEGmini

Reduce your email

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5 times without sacrificing quality.

2 Mailchimp and

Campaign Monitor

Templates for emails optimised for

mobile devices.

3 Litmus

Preview your emails for multiple mobile devices.

Email

marketing

and mobile

tools

1 Spark Page

Build and optimise landing pages for mobile campaigns. 2 Yozio Track campaigns and mobile app installs. 3 LogMyCalls Call tracking and analytics. 4 Full Value of Mobile Calculator

Google’s tool to calculate the ROI of a mobile

marketing campaign.

Campaign

tools

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1 Google Analytics for Mobile

Measure activity and traffic on mobile

sites and apps from mobile devices.

2 Kissmetrics

Track mobile sites and apps.

3 Flurry

Build, track, advertise and monetise

mobile apps.

4 Distimo App analytics Conversion tracking,

market data and insights.

Page

analytics

tools

1 Ez Texting

Measure activity on mobile sites and apps and traffic from

mobile devices.

2 Google Mobile Ads Ads customised for mobile devices.

3 KnexxLocal

Instantly create and share testimonials from iPhones.

More

useful

tools

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Checklist

for mobile

marketing

9

9

9

9

Getting

started

Know Your Market

œ

Find out about traffic

numbers using

analytics software.

œ

Use industry and internal

data too.

41

Create a team

œ

You need a

multi-functional team

across different silos.

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marketing, customer

services, operations

and sales.

œ

Get executive sign-in and

use external consultants

if needed.

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Strategy

Audit

œ

Identify your assets and

liabilities vis-a-vis mobile.

œ

Look at whether your

website, eNewsletters

and blogs are optimised

for mobile.

Use social media

œ

Find out which social

networks your

customers, prospects

and users are on.

43

Strategy

Identify other key mobile

channels

œ

Push notifications

(eg SMS , MMS)

œ

Geofencing

œ

Check-ins

œ

mCommerce

œ

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œ

NFC payments

œ

Mobile search

œ

Mobile ads

œ

Coupons

œ

QR codes

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Strategy

Set appropriate goals

These could be:

œ

Boosting app downloads

and usage

œ

Increasing click through

for mobile emails and

SMS offers

œ

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abandonment rates for

mCommerce

œ

Improving ROI on

mobile ads

œ

Integrating mobile data

into CRM systems.

45

Get your site mobile friendly

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responsive or build a mobile platform.

Make your marketing

collateral mobile friend

ly

Make landing pages and

marketing emails readable on mobile.

Use a mobile app

This depends on your market. You could go for different

versions of a native app across multiple platforms, an HTML app or native app designed solely for one platform.

Putting

it into

practice

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Create mobile friendly content

Plan to make content that’s

mobile friendly with formats like infographics and video. Re-tool influential content for mobile devices.

Promote and disseminate

Competitions, surveys, tie-ins with other companies and service providers,

cross-channel promotion across other mediums like TV, print and digital are all great ways to get the word out about your mobile marketing efforts.

Measure

Use analytics tools to measure your efforts. Tweak strategies, then refine and repeat.

Putting

it into

practice

47

Future

proofing for

mobile

Legal

Keep track of changing laws like user data privacy regulations.

Platforms

The mobile landscape is in a

state of flux with a host of players jostling for space and market leadership.

Keep monitoring the landscape for changes that

might impact your mobile strategy.

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Future

proofing for

mobile

Technology

Keep abreast of changes in

adoption of new technology like NFC and HTML5

Personalisation and big data

Relevant content encourages higher user engagement. Big data can help you here.

New changes in user behaviour

User behaviour changes

rapidly. Two years ago there was very little showrooming.

Keep your fingers on the pulse.

Inviqa is a software development company with extensive experience and expertise in open source and mobile development.

We design, develop and deploy mobile sites and mobile apps for medium and large enterprise clients.

Our business analysts, software architects’ developers, designers and testers work with you to understand your market and your

requirements. We’ll then build a solution that addresses your pain points and maintain it so that it continues to drive business and deliver results.

Discover who else Inviqa has helped on their mobile journey.

Grant Kemp

Mobile and Omnichannel Practice Manager