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An introduction to Owned Mobile Media MMA UK training 27th March 2014 Julian Smith Head of Strategy & Innovation
About Fetch • Independent mobile marketing
agency founded in 2009
• 70 specialists across 3 offices, London, San Francisco & Berlin and growing fast
• Offer end-to-end, integrated services: Strategy, Media, Creative, Data & Analytics
• Trusted by brands with a business interest in mobile
• Multi-award winning
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Developing mobile websites
Item three on the agenda goes here
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2
3
4
Developing mobile apps
Marketing mobile owned media
Measuring mobile owned media agen
da
Now an urgent imperative for marketers to adopt their owned online media for mobile
Real data from online content publisher showing evolving split between website access channels
60%
40%
Illustration of the declining conversion from non-optimised mobile channel
Failure to do so could result in declining performance
Conv. rate
Clicks
Total visitors
10m
Desktop 8m (80%)
10% 800K
Mobile 2m (20%)
5% 100K
Total clicks
900K
Conv. rate
Clicks
Total visitors
10m
Desktop 6m (60%)
10% 600K
Mobile 4m (40%)
5% 200K
Total clicks
800K
Conv. rate
Clicks
Total visitors
10m
Desktop 5m (50%)
10% 500K
Mobile 5m (50%)
5% 250K
Total clicks
750K
Desktop 80% / Mobile 20% Desktop 60% / Mobile 40% Desktop 50% / Mobile 50%
Marketers need to optimise mobile POE media ecosystems alongside their desktop
Online advertising
Search
Social
Website
Ow
ned
Paid
Desktop digital ecosystem
Mobile advertising
Mobile Search
Mobile Social
Messaging
App
Mobile Site
Mobile digital ecosystem
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Developing mobile websites
Item three on the agenda goes here
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Developing mobile apps
Marketing mobile owned media
Measuring mobile owned media agen
da
Number of options for adapting website content for mobile / multi-screen access
Options: • Dedicated mobile sites
• Responsive design (RWD) sites
• Adaptive design (RESS) sites
A separate version of your website designed exclusively for mobile devices
Dedicated mobile (optimised) websites
Pros: • Tailored content - customised for
mobile UX • Delivery speed - optimised for mobile
UX • Quicker development - Easier to
make separate changes to mobile & desktop sites
Cons: • Multiple domains / URLs - not good
for SEO & social sharing • Requires redirection - adds
additional page load time • Less cost efficient - 2 different sets
of content to develop
mobile.walmart.com www.amazon.com/gp/aw/h.html www.bbc.co.uk/mobile
A website build approach that enables content & layout to adjust fluidly to screen size & orientation (using CSS3 media queries)
Responsive design websites
Pros: • Single domain / URL – sharing
content made easier • Consistency – same content across
platforms. One size fits all. • More cost efficient – only need to
develop & maintain one website Cons: • Not fully optimised - content non-
optimal for mobile devices • Slower performance – potential large
file size of mobile pages • Usability – not customised /
prioritised specifically for mobile needs
www.mashable.com
www.bostonglobe.com
A website build approach that is similar to responsive however changes are made on server-side rather than client-side
Adaptive (RESS) website design examples
www.cnn.com www.ehow.com www.wordpress.com
https://www.youtube.com/watch?v=uZg56wE70fc#t=202 Overview of RESS
Pros: • Better optimisation - better adapted
to each device specifics
• Faster performance – quicker load times
Cons: • Server resources – needs more
back-end set-up
• Implementation costs – potentially more time-intensive to create
Key considerations Selecting a development approach
Audience behaviours • nature of audience interactions across devices
Site objectives • nature of the conversion event. Content or
Commerce? Simple sign-up to complex transaction?
Content (& CMS) • nature & volume of content. Text only to rich,
video media?
Performance • need for speed. To what extent will fast
downloading impact business?
Budget • What is the scale of the development
budget?
Skill sets • What is the skills sets of internal or
external development resource?
Resource • What is the scale of the resource on-
hand for ongoing maintenance and optimisation?
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Developing mobile websites
Item three on the agenda goes here
1
2
3
4
Developing mobile apps
Marketing mobile owned media
Measuring mobile owned media agen
da
Number of options for developing mobile apps
Options:
• Native apps
• Web (HTML5) apps
• Hybrid apps
Native apps A standalone application designed to function on specific mobile operating systems
Pros: • Access to device native features –
ability to build in device functionality • Richer user experience – ability to build
in richer media content UX • Offline availability – no network
connectivity needed to use Cons: • Higher development costs – app has to
be developed separately for each OS (time & cost implications)
• Subject to app store approval – can influence and impede app launch
• Subject to app store algorithm fluctuations – can influence ranking and discoverability
William Hill betting
Using accelerometer Using GPS
Hailo taxi calling
Using camera / AR
IKEA catalogue
Web (HTML5) apps Essentially a mobile optimised website designed to function more like an app
Pros: • Cross-platform functionality – works
across different OS • Lower development costs – build it once
for multiple platforms • Search engine discoverability – makes
it more accessible • No download required – instant access • No app store approval • Immediate updates & streamlined
maintenance • Tracking & measurement like website
Cons: • Lack of accessibility to native features • No app store distribution • Requires internet connection
Hybrid apps A mobile optimised web app wrapped in a native app-like container
Pros: • App store distribution • Richer user interface • Cross-platform content • Lower development cost than native –
benefit from a consistent back-end • Immediate updates & streamlined
maintenance • Tracking & measurement like website Cons: • Requires Internet connection • Subject to app store approval – can
influence and impede app launch • Subject to app store algorithm
fluctuations – can influence ranking and discoverability
Walgreens hybrid app for Android
Walgreens hybrid app for iPhone
Walgreens mobile website (m.walgreens.com)
Key considerations Selecting a development approach
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Developing mobile websites
Item three on the agenda goes here
1
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Developing mobile apps
Marketing mobile owned media
Measuring mobile owned media agen
da
Number of opportunities for marketing & promoting mobile owned media (without need for paid media)
Opportunities: • Mobile SEM
• Mobile ASO
• Mobile app PR & promotion
Consider how mobile searchers’ needs & behaviours differ from desktop Mobile Search Marketing
SEO for mobile • Consider needs of mobile search audience (v desktop)
when designing mobile-optimised / friendly site
• Optimise content / landing page for mobile users / UX (location info, contact info, opening times, video & images)
• Optimise content for mobile social sharing
• Consider emergence of voice search (ie “where is…”)
PPC for mobile • Using Google Enhanced Campaigns - Leverage bid
adjustments for mobile targeting, ad copy for mobile, highlight contact telephone numbers, store locators, click-to-call, click-to-download
Consider (v competition) • App icon & title
• App page description copy & keywords
• App screenshots & promo video (GP)
• App ratings & reviews (in app store / off app store)
• App popularity & downloads
Consider how to optimise on-page and off-page factors for best ranking App Store Optimisation
Consider • App review sites
• App discovery sites / apps
Consider how to generate earned media to stimulate app download App PR
Consider • Using all your owned media assets
(digital & physical) to promote apps and app store links
Consider how to leverage owned media to stimulate app download App promotion
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Developing mobile websites
Item three on the agenda goes here
1
2
3
4
Developing mobile apps
Marketing mobile owned media
Measuring mobile owned media agen
da
Number of measurement platforms to provide mobile owned media performance data
Measurement platforms: • Mobile website analytics
• Mobile app analytics
• Mobile app (download & ranking) comparative measurement
Mobile website & app analytics Consider the mobile specific metrics (versus desktop) Consider: Mobile web metrics:
• device name, device type, OS, mobile browser, network carrier etc.
Mobile app metrics:
• Users, sessions, events (in-app actions, interactions) etc
Mobile ad metrics:
• If conducting mobile advertising consider providers who track the whole journey
Mobile app comparative measurement Understand how app performs against others
Consider:
• App charting services
• App competitive ranking services
In conclusion
Sequential steps 1. How does a mobile website compliment /
integrate with a desktop site?
2. How does an app compliment / supplement a mobile website?
3. How does mobile CRM messaging compliment / integrate with other channels?
4. How is mobile social optimised?
5. How is mobile search optimised?
6. How is mobile advertising optimised?
When thinking mobile marketing think owned media first
Mobile advertising
Mobile Search
Mobile Social
Messaging
App
Mobile Site
Mobile digital ecosystem
