James Lodge - Fetch

Transcript

1. 1
   JAMES LODGE
   DIRECTOR OF MOBILE
   Clear thinking in a complex mobile
   world
   

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2. 2
   MOBILE IS
   IN OUR DNA.
   IT’S A BEHAVIOUR
   NOT A TECHNOLOGY
   

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3. WE LIVE IN AN INCREASINGLY MOBILE WORLD
   3
   BY 2017
   THE AVERAGE UK
   CONSUMER WILL
   SPEND MORE ON THEIR
   MOBILE THAN
   WATCHING TV 2017
   3.12HRS VS 3.06HRS
   Source eMarketer
   

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4. 4
   72%
   OF SMARTPHONE
   USERS HAVE USED
   THEIR SMARTPHONE
   TO GATHER
   INFORMATION FOR
   THE PURCHASE OF
   A PRODUCT
   OR SERVICE
   

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5. Source: Hitwise
   5
   CONSIDER MOBILE THE
   MOST IMPORTANT
   RESEARCH TOOL
   (UP FROM 19% IN 2013)
   PREFER TO BUY IN-
   STORE FOLLOWING
   RESEARCH
   ON MOBILE
   WHO RESEARCH ON
   MOBILE BUY FROM
   MOBILE
   AND THIS BEHAVIOUR IMPACTS OTHER ONLINE AND
   OFFLINE PROPERTIES
   39% 36% 35%
   

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6. Source: Hitwise
   6
   OF SEARCHES FOR ‘SALE’
   COME FROM A
   MOBILE DEVICE
   OF SEARCHES FOR
   ‘VOUCHER’ COME FROM
   A MOBILE DEVICE
   OF ONLINE SEARCHES
   FOR RETURNS POLICY
   TAKE PLACE ON A
   MOBILE DEVICE
   LEADING TO PRICE CHECKS | ADDED VALUE SERVICES
   77% 66% 71%
   

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7. RATINGS MATTER
   MORE THAN EVER
   86%
   OF ONLINE
   SEARCHES THAT
   FOCUS ON REVIEWS,
   BEGIN ON
   A MOBILE DEVICE
   Google
   7
   

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8. Source: xAd
   8
   56%
   OF CONSUMERS MAKE
   PURCHASING DECISIONS
   IMMEDIATELY OR WITHIN AN
   HOUR OF RESEARCHING
   ON MOBILE
   

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9. MAPPING MICRO SHOPPING MOMENTS
   OVER A 1 MONTH PERIOD
   9
   72%
   MOBILE
   11%
   DESKTOP
   24 Google searches
   10 YouTube video views
   359 Brand retailer interactions
   87 Mass online retailer
   interactions
   399 Coupon and deal
   site interactions
   

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10. 10
    BUT WHICH IS OUR DOMINANT PLATFORM?
    BROWSERS OR APP? IT DEPENDS HOW YOU MEASURE
    IT…
    Flurry 2014:
    Share of US time spent
    using mobile internet
    TIME SPENT
    86%
    Apps
    14%
    Browser
    Morgan Stanley:
    Unique Users 2015 (US)
    TIME SPENT
    40%
    Gaming
    & Ents
    14%
    Browser
    Flurry 2014:
    Share of US time spent
    using mobile internet
    COMMERCE
    6% Apps
    66%
    Browsers
    28%
    Social
    18%
    Other
    28%
    Apps &
    Browsers
    Browsers
    Apps
    

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11. 11
    THE DEMISE OF THE WEB IS GROSSLY EXAGGERATED
    Morgan Stanley:
    Unique Users
    2015 (US)
    UNIQUE
    USERS
    32%
    Apps
    68%
    Browser
    Browser contribution to growth Apps contribution to growth
    95%
    23%
    4%
    96%
    89%
    11%
    5%
    77%
    % of the top 50; Morgan Stanley: Unique Users 2015 (US)
    TRAVEL
    Contribution to traffic growth
    FINANCE TOTAL
    RETAIL
    

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12. Source: Hitwise
    12
    PROXIMITY | REVIEWS
    | PRICE
    OFFER | LOCATION
    | STOCK
    REVIEWS | SUITABILITY
    | PRICE
    SO HAVE WE BEEN MEASURING MOBILE WRONG THIS
    WHOLE TIME?
    STOPWATCH SHOPPING WISHLIST SHOPPING
    77% 66% 71%
    

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13. AND HOW DOES OUR CREATIVE AND
    MESSAGING ALIGN TO CONSUMER
    BEHAVIOUR
    13
    

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14. 14
    LEADING RETAILERS ARE DISTANCING EMOTIONAL
    CONNECTIONS FROM A TRANSACTION
    

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15. 15
    SOME ARE CHOOSING TO BYPASS
    APPLICATIONS ALTOGETHER…
    … LOOKING
    AHEAD TO
    CHAT-BOTS
    

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16. 16
    THE AVERAGE PERSON
    SPENDS 80% OF THEIR TIME
    ON MOBILE USING JUST
    THREE APPS
    AND OF THOSE THREE…
    …THEIR PREFERRED
    MESSAGING APP RANKS
    AMONG THEM.
    

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17. 17
    CHATBOTS ARE CURRENTLY UNDERGOING
    EXPLORATORY INVESTIGATION IN RETAIL AND TRAVEL
    BUSINESS TRAILING BOTS
    | SEPHORA | H&M | KLM
    | MACYS | TESCO
    

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18. 18
    PHOTO PLATFORMS DELIVER
    STRONG FASHION CONVERSION
    1:3
    INSTAGRAM USERS HAVE BOUGHT
    A FASHION ITEM THEY HAVE
    DISCOVERED ON THE
    PHOTO-SHARING PLATFORM
    

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19. WHILST DISRUPTIVE START-UPS ARE
    LAYERING IN RICH EXPERIENCES AND
    PERSONALISATION
    19
    

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20. 20
    ACTIVELY PLANNING
    FOR MOBILE
    

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21. AQUIRE NEW CUSTOMERS USING DATA
    INFORMED TARGETING AND LOCATION
    BASED AUDIENCE IDENTIFICATION
    STRATEGY + MEDIA + ANALYTICS
    INSIGHT
    Music Magpie is the UK’s leading media selling platform heavily
    relying on their smartphone application to facilitate quick and easy
    scanning of items for consumer to exchange for cash.
    SOLUTION
    1)  We introduced an MMP to enable to granular tracking of our
    media spend.
    2)  We create a MVT plan against creative assets to establish
    commonality across vendors and copy.
    3)  Proposed the adoption of UI navigation tracking SDK’s in order
    to improve user experience and conversion.
    21
    83%
    Reduction in
    cost per sale
    61%
    Reduction in
    CPI
    198%
    ROI
    

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22. 22
    SOME TAKE AWAY THOUGHTS…
    HOW DOES YOUR
    MOBILE INVENTORY
    PERFORM
    WHAT MESSAGE,
    MEASUREMENT AND
    CREATIVE PERFORMS
    DO YOU USE?
    AND HOW ARE THESE
    COMPLIMENTING
    DNA BEHAVIOUR
    WHAT TEST AND
    LEARN STRATEGIES ARE
    IN PLACE TO ESTABLISH
    YOUR USAGE AND
    MEASUREMENT OF
    MOBILE
    WHAT PLATFORMS
    SHOULD I BE
    CONSIDERING NOW AND
    IN FUTURE TO LEVERAGE
    CONSUMER
    BEHAVIOUR
    

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23. 23
    THANK YOU
    

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