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Copyright Incentivated Limited 2011 www.incentivated.com
Publishing across different mobile platformsJason Cross
14 June, 2011
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011
State of the Nation – mobile web
Over the last 12 months companies have started to offer what consumers were happy to do all the time
With many sites looking the same, the opportunity now exists to:
improve the UX/UI and so differentiate the offering
offer implicit and explicit personalisation
i.e. join up the web and mobile
sites
deliver e-commerce best practice
Copyright Incentivated Limited 2011
State of the Nation – mobile web
People do it
51% of the UK engages in mCommerce
People like it
42% say they use their mobile because it is the easiest way to research/buy
M-Commerce will continue to grow
49% of non M-Commerce users say they will purchase in the future
Smartphone users are 63% more likely to engage in mCommerce
only 9% mention security issues
Source: IAB Consumer M-Commerce Study October 2010Base: All UK Mobile Users (1,039)
Copyright Incentivated Limited 2011
of adults with phones have ever used their mobile to purchase a service/product via credit card / direct debit / PaypalSource: IAB Consumer M-Commerce Study October 2010Base: All UK Mobile Users (1039)
State of the Nation
27%
Copyright Incentivated Limited 2011
Does your site work?
Of those that have
41% admit their website has a reduced appearance
36% offer reduced functionality
The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so
Half of UK firms fail to check their own website on mobile devices
Copyright Incentivated Limited 2011
0%
20%
40%
60%
Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)
Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?
44%
34%29%
Brand
(site) The Phone Network
ProviderThe User
5%
You get blamed for a bad mobile experienceNo site or a single mobile presentation layer are no longer options
Copyright Incentivated Limited 2011
Why mobile matters in the Travel sector“American Airlines customers are mobile by definition, so we’re providing them with one more tool to make their travel faster and easier,”
Stacey F. Frantz, director of corporate communications American Airlines
“Hilton guests are incredibly tech-savvy, so mobile devices and other contemporary communication channels enable us to share our global story with them in a highly relevant and engaging way,”
Andrew Flack, vice president of global brand marketing at Hilton
Hotels
Copyright Incentivated Limited 2011
State of the Nation – Mobile travel
4 million people globally visit Trip Advisor a
month via mobile*
2 million people in the UK access travel services via a mobile device**
17% of UK mobile phone users respond to
travel related SMS marketing a month**
*Source: Eye for Travel, October 2010 **Comscore
Copyright Incentivated Limited 2011
Mobile throughout the Travel Experience
SMS
SMS
QRSMS
MMS
QR @
LBS
@
wwwMMS
LBS SMS
@wwwQRwwwLBSSMS
SMSLBSwww@SMSQR
MMSSMSwww
MMS @ www MMS
@
@
www
MMS
QR
LBS
SMS
QRwww
PlanningDestination
Booking
Anticipating
En Route
DreamingReviewing
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Who we are
Incentivated is an independent technology company and mobile marketing services agency
We have 10 years’ experience operating exclusively in mobile
marketing
We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel
Summary
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
What we do
Technologies
5 formatsenterprise messaging (SMS,
MMS etc)mobile internetappsshort codes and QR codes location marketing
Services
2 consultancy offeringscreativestrategy
Needs
3 key areas of client activityacquisitionCRMmCommerce
Ful l service capabi l i ty
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
How we do it
Messaging Gateway & Software Company
Mobile Marketing, Internet & mCommerce Platform
Marketing, Creative & Advertising Agency
Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis
SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps
Mobile and email marketingMobile internet site publishermCommerce suiteSelf-serve functionality (“SaaS”)
CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services
Engagement is spread across three levels
*Includes iPhone
and other ‘smartphone’
specific sites
**Phone capabilities database
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Who we areJust some of our clients
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Mobile is not easy
Progressive enhancement required (multiple presentation layers)
When to build an app or a site
‘Native’
as opposed to cross-platform web-apps
Desktop analytics tools do not work properly for mobile
How secure are the devices themselves?
‘NFC marketing’
Implications for SCV
Device fragmentation and different standards make mobile different to desktop
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Technologies
A complete mobile marketing strategy includes five components:
Product summary Product summary Product summary
Whitepaper
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Strategies
Mobile can be used by clients to enhance their key marketing and delivery strategies:
Whitepaper
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10
The mobile internet comes of age
Every year, more and more consumers are accessing the internet on their mobile devices
Users are already on your site
Source: comScore, 3 month average ending March 2011.
24% YOY growth between 2008 and 2009
44% growth in 2010
Data charges removed
Data charges begin to be reimposed
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
WWW, emails & SMS will drive mobile trafficAccurate device detection is a must
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Handset detection optionsThere is really only one option
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Mobile site implementation
Developing a single mobile presentation layer is false economy
A minimum of three is required (smart, feature and legacy phones)
The are four broad approaches:
Mobile CSS stylesheet
within CMS
Integrated with CMS and client hosted (parallel)
Less risk for the client but reporting is poor (requires access to APIs)
Integrated with CMS and supplier hosted (parallel)
Produces a superior result but dependent upon on-going support from supplier
Transcoded
Quick to market, but neither highly resilient nor creatively adventurous
It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting
Because of the proliferation of handsets, mobile is more complicated than desktop
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11Credentials presentation
Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
The value of third party tools (APIs)
Uniqueness
For cellular this is not measured by IP address but a unique and
persistent ID from the mobile network
Most desktop reporting tools misclassify or lose many mobile sessions
Device identification
There are over 10,000 profiles and 5-10 are added each day
A cached resource will be out of date very quickly
Managing such a resource is costly
Real-time content adaptation
MIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons
Mobile relies upon data from mobile networks and handsets are diverse
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Design and UX are as important as on desktop
Leading content
Navigation -
Menu
Navigation –
‘Bread Crumbs’
Location dependant content
Time/promo specific content Leading content
Promoting Maps Search
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
‘Cookie cutter’ or bespoke approach to a site?
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Information Architecture
Ability to manage all product centrally
Taxonomy to be shared across multiple sites
Segmented deployment to campaign sites
Product Category Hierarchy
Master
Category Structure
Campaign
Site
Primary
Site
Mobile
Site
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Enterprise Content Management
MasterContent
English German French
UKWebsite
UK Mobile site
UK Mobile App
CampaignsSocial
Email/SMS
Head Office
Created Content
Translation
Layer
Channel Content
Italian
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Apps
Technologies
Device and OS fragmentation is not insurmountable
either native, per platform
or cross-platform ‘web-apps’
Don’t build native unless you need to
“…
develop new apps as web apps, and turn them into native apps when
they've been validated.”
Daniel Roth, Fortune 500 (AdAge)
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
A native app comes into its own for games and tools; a site usually suffices
Mobile App or Mobile Website?
Mobile
ApplicationsMobile Web
Site Cross-Platform App
Online content Y Y Y
Offline content Y Y (HTML 5 data store) Y
Audio / Video Y Y Y
Interactive graphics Y Limited Y
Install on ‘home screen’ Y Y (iPhone) Y
Multi-platform Build for each device Y Y
Single entry-point (URL) Requires install step Y Requires install step
Location Services (GPS) Y Y Y
Notifications Y Y (SMS) Y
Development costs Once per OS Once Once
Maintenance costs Repeated per OS Once Once
App store required (cost) Y N Y
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
An app should interface with middlewareScreen-scraping results in broken links and egg on face
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Shortcodes & QR codes
Technologies
QR codes work much the same as the barcodes you see printed on products at a retailer
A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links)
Incentivated’s QR code campaign for STA Travel
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Enterprise messaging
Technologies
Reaching consumers with messaging is incredibly effective
74% would opt-in to a brand’s database if done properly
Consumers open to receiving messaging between 10am and 8pm in particular
69% happy to receive a message per week
MMS achieves amazing cut-
through
Messaging volumes continue to grow –
everyone can use SMS and MMS
Source: IAB/DMA mobile messaging study, September 2010
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
mCommerce
Strategies
The best commerce strategies encourage consumers to purchase and consume content and products on the go
35%
85%Increase in mobile retail usage in EU5 from 2009 to 2010*
Of people search for products to buy on their
mobile phones***The comScore 2010 Mobile Year in Review
**Brandbank
2010 mCommerce Content Report
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Example mCommerce app - King of Shaves
Home Page Payment optionsDelivery detailsm-Video
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & tourism examples
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Mobile is used in a myriad of ways
Direct response advertising
Brand building
Sales promotions
Barcode tickets
CRM e.g. flight information, reminders, alerts
Local area guides
Localised and time-sensitive travel information
The travel industry has been an early adopter, trialing a number
of options
Copyright Incentivated Limited 2011Mobile Travel & Tourism Masterclass 14/6/11
Campaign sites, run from www or advertised on mobile, work well
Sites work best for acquisition
Sales promotions and product information are suited to the mobile internet
Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster
Large budgets needed
SMS direct response continues to generate high ROI due to low entry cost
Incentivated’s campaign for Fidelity Investments
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
The solutionBusiness need
Case study: CRM Travel & Tourism | Public Sector: TfL
& Mayor of London
SMS helps reduce cab-related sexual assaults by 46%
A
Location Based Service
search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent.
The database of 45,000 licensed minicab operators and drivers is updated daily
to maximise safety.
•
46% reduction in cab-related sexual attacks on women over five years (2002 -2007)
•
Just 4% women used unlicensed minicabs in 2007 in comparison to 18%
in 2003 •
100%
year on year increase in monthly uptake since new branding campaign
As part of a print, poster,
radio and TV campaign for a safer London, a text message service
was created to give out booking numbers for licensed minicab and black cab firms
in the user’s location.
Resul t s
46%Reduction in cab-
related attacks
4%Unlicensed cab
use
Subscribers text HOME to 60835
(spells “GoTFL) and receive local, licensed, minicab and taxi booking-
office phone numbers for the area they are texting from.
FROM: 60835Local licensed minicabs: Reliable Radio cars 02086716666, P&L Car Service 02077339582. For a Black Cab, call ONE NUMBER on 08718718710
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Closing thought
People with smartphones in the world today
Plus 4 bi l l ion wi th internet - capable f eat ur e phones
At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.
400m
Copyright Incentivated Limited 2011 www.incentivated.com
Thank You
Jason CrossMarketing Director
@jcmobile10
Incentivated23 Curtain Road
London EC2A 3LTTel: 0845 130 3985
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)