tag:www.econsultancy.com,2008:/topics/geo-targeting Latest Geo-targeting content from Econsultancy 2016-10-24T13:49:31+01:00 tag:www.econsultancy.com,2008:BlogPost/68428 2016-10-24T13:49:31+01:00 2016-10-24T13:49:31+01:00 How travel brands are capturing millennial interest on mobile Nikki Gilliland <p>With 46% of millennials planning a trip using their mobile in the past year, it is the younger generation that is driving the digital shift.</p> <p>So, how exactly are travel brands catering to mobile users, and more specifically, millennial mobile users?</p> <p>Here’s a closer look.</p> <h3>Piquing initial interest</h3> <p>Google uses the term '<a href="https://www.thinkwithgoogle.com/articles/travel-trends-4-mobile-moments-changing-consumer-journey.html" target="_blank">micro-moments</a>' to describe the times when we reach for our mobile phones for a specific purpose.</p> <p>In terms of travel, the first interaction that many brands aim to capture is the 'I want to go' moment - i.e. the initial desire to travel.</p> <p>At this point we might have a location or a place in mind, but mostly it is centred around general research.</p> <p><a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb is a great example</a> of how to engage mobile users in this moment.</p> <p>Building on the fact that <a href="https://econsultancy.com/blog/66805-millennials-and-mobile-what-marketers-need-to-know/" target="_blank">millennials typically crave experiences that excite</a> and inspire, it uses guidebooks to build interest around a particular place.</p> <p><img src="https://assets.econsultancy.com/images/0008/0452/AirBnb.JPG" alt="" width="250">  <img src="https://assets.econsultancy.com/images/0008/0458/AirBnB_2.JPG" alt="" width="250"></p> <p>By creating multiple articles about a single location, it means users are likely to get lost in their online journey, clicking further to discover recommendations and guides.</p> <p>Before you know it, you've spent 45 minutes reading about the best markets to visit in Portland.</p> <p><img src="https://assets.econsultancy.com/images/0008/0455/AirBnB_3.JPG" alt="" width="250"></p> <p>Booking.com also uses inspirational content to engage users during these early stages.</p> <p><img src="https://assets.econsultancy.com/images/0008/0459/Booking.com_2.JPG" alt="" width="250"></p> <p>Using endorsements from fellow travellers, it is able to showcase a wide number of locations based on specific interests and activities.</p> <p>While it does not discourage other age demographics, terms like 'adventure-seeking' and 'epic' are nicely aligned to millennials consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0461/Booking.com_3.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0462/Booking.com_4.JPG" alt="" width="250"> </p> <h3>Offering personalisation</h3> <p>With its interest-led content, the aforementioned example could also be seen as a move towards personalisation.</p> <p>This is becoming increasingly important for consumers, as 22% of young travellers now desire a personalised and tailored experience on mobile.</p> <p>Booking.com also demonstrates this by saving the user's past searches and previously viewed hotels.</p> <p><img src="https://assets.econsultancy.com/images/0008/0465/Booking.com_personalisation.JPG" alt="" width="250"></p> <p>While it might sound simple, this allows users to feel like their individual experience matters, as well as allowing it to seamlessly continue if they break away.</p> <p>Secret Escapes also aims to deliver personalisation, mainly through its 'Wishlist' feature.</p> <p><img src="https://assets.econsultancy.com/images/0008/0463/Secret_Escapes_wishlist.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0464/Secret_Escapes_Wishlist_2.JPG" alt="" width="250"></p> <p>Allowing users to browse and save sales for later not only creates a personal experience, but it also recognises the fact that many people use multiple devices when planning a holiday.</p> <h3>Capturing spontaneity </h3> <p>Smartphones are naturally aligned to spontaneous buying behaviour.</p> <p>Hotels.com found that <a href="http://www.hotelnewsresource.com/article74631.html" target="_blank">74% of mobile bookings are for same-day check-ins</a> - this shows how important it is for travel brands to capture spontaneity.</p> <p>With <a href="http://www.hospitalitynet.org/news/4075929.html" target="_blank">85% of millennialls checking multiple sites</a> to ensure they get the best deal, price is obvously a big factor.</p> <p>In line with this, we can see how Hotels.com specifically focuses on deals and discounts to entice on-the-spot bookings.</p> <p><img src="https://assets.econsultancy.com/images/0008/0466/Capture.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0467/Hotels.com_2.JPG" alt="" width="250"></p> <p>Likewise, Premier Inn also highlights its 'Flex' feature that allows users to cancel a booking up until 1pm on the same day.</p> <p>It also creates a sense of urgency by labelling the 'last few rooms' available on the search results.</p> <p><img src="https://assets.econsultancy.com/images/0008/0468/Premier_Inn_Urgency.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0469/Premier_Inn_flex.JPG" alt="" width="250"></p> <p>Finally, TripAdvisor hopes that users will be inclined to book whilst browsing recommendations, including a visible prompt to book a tour there and then.</p> <p><img src="https://assets.econsultancy.com/images/0008/0470/TripAdvisor.JPG" alt="" width="250"></p> <h3>Making booking easy</h3> <p>39% of consumers say that ease-of-use is the thing they desire most from mobile travel sites and apps.</p> <p>As a result, site speed and user-friendly search functions are incredibly important.</p> <p><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">Expedia is one brand that consistently delivers</a> here - its intuitive search bar means that results appear in the drop-down menu instantly.</p> <p><img src="https://assets.econsultancy.com/images/0008/0472/Expedia.JPG" alt="" width="250"></p> <p>Likewise, its highly visual calendar makes it easy to select and view dates, and its search results promote the various ways to filter.</p> <p><img src="https://assets.econsultancy.com/images/0008/0475/Expedia_calendar.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0476/Expedia_search.JPG" alt="" width="250"></p> <p>Finally, HostelWorld - a brand that specifically targets millennials - also focuses on general all-round user experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0482/HostelWorld.JPG" alt="" width="250"></p> <p>From its predictive search to excellent filter options, it is designed to deliver up-front and easily accessible information.</p> <p><img src="https://assets.econsultancy.com/images/0008/0483/HostelWorld_Filters.JPG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0484/HostelWorld_map.JPG" alt="" width="250"></p> <p>It also uses maps and geo-locational technology to help users even long after they've made a booking.</p> <p>By providing extra value in this way, consumers are much more likely to use the site again in future.</p> tag:www.econsultancy.com,2008:BlogPost/68020 2016-07-06T15:01:15+01:00 2016-07-06T15:01:15+01:00 Mobile: A mindset, not just a handset Gina Roughan <p>This is not news: This is 2016, and brand marketers have read the UK mobile stats.</p> <p>But whether or not brands are embracing the full opportunity offered by mobile technology is another matter.</p> <p>Optimising your brand’s desktop presence for mobile is just the tip of the stylus.</p> <p>The use of ever-increasing mobile functionality in the creation of meaningful experiences for consumers as they go about their daily lives needs to be the ambition.</p> <h3>Inherent mobility</h3> <p>As a content director, I’m obsessed with the creation and delivery of brilliant branded content to target audiences – but even I can appreciate that context is key, and content for content’s sake is a waste of time.</p> <p>Sure, geo-targeted, weather-specific ice cream content based on my location in sunny Cornwall is more likely to send me to the Tesco freezer section than if I received a generic brand message in rainy Romford or windy Wiltshire. </p> <p>But with the technology now available to us, we should be aiming higher.</p> <p>Instead of sending a picture of a generic ice cream, why not send me content relating to something that your system tells me is definitely in stock, guide me there using Google Maps, then use an <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">iBeacon</a> to confirm and reward my presence by delivering augmented reality content (like <a href="https://vimeo.com/120791649">this Coke effort</a>) or sending a discount barcode via Snapchat? </p> <p>It’s down to brands – not the hardware manufacturers – to leverage this technology and capitalise on it.</p> <p>The so-called disrupters, such as Uber, have done exactly that: Building their entire business around that embrace of mobility – the embrace of the fact that everyone has a connected computer with them pretty much 24/7 and sees it as a way of making their lives better. </p> <p>My point is that it shouldn’t just be about services; content creators should be thinking more about where they can use the inherent power of mobile devices to push the envelope when it comes to utility.</p> <p>There have been some brilliant examples in recent years of work on mobile that haven’t just been about producing innovative creative to surprise and delight, but to serve a purpose. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6644/dulux_app-blog-flyer.jpg" alt="" width="470" height="265"></p> <h3>Painting by photos...</h3> <p>One of the most recent brand offerings to successfully embrace mobile utility is the colour matching app from Dulux.</p> <p>A practical and functional tie that plays on the brand’s perceived market expertise, the app allows users to take a photograph of colour with their phone’s camera, and have that colour matched to the appropriate paint.</p> <p>An alternative function allows you to ‘visualise’ different colours in different settings, i.e. interior vs. exterior.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6647/woolworths-1-blog-flyer.jpg" alt="" width="470" height="311"> </p> <h3>Shopping smarter...</h3> <p>The Australian supermarket chain Woolworths is pioneering the use of iBeacon technology to enhance its customers’ <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a> experience.</p> <p>Instead of having to arrive at the store at an appointed time, or having to wait for their order to be pulled together, customers are asked to download an app.</p> <p>When they are within a set radius of the store a notification is sent to the picking systems, prompting staff to complete the order and have it ready to hand over to the customer when they arrive. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6649/eyecancer-blog-flyer.jpg" alt="" width="470" height="326"></p> <h3>Literally saving lives...</h3> <p>It might not be based on innovative technology, but the Childhood Eye Cancer Trust’s Next Photo campaign was another excellent example of how to utilise the fact everyone now has a camera in their pocket.</p> <p>One of the quickest ways to detect retinoblastoma (eye cancer) in young children is to look at a flash photograph – a developing tumour will often reflect back as white.</p> <p>A series of four posters of children – with the retinas treated to reflect back white – were used to challenge passers-by to take out their phone and take a flash photo, thus spreading awareness of the condition and this easy method of early detection.</p> <p>That’s the kind of utility I’m talking about in terms of mobility.</p> <p>It’s about marketers finding ways of using the inherent capabilities of smart devices beyond delivering branded information. That, you can do with print, simple (non-innovative) display advertising or a website.</p> <p>But actually offering something that your customers find genuinely useful? That’s where mobile, and mobility, lead the way.</p> tag:www.econsultancy.com,2008:Report/3780 2015-05-21T10:29:00+01:00 2015-05-21T10:29:00+01:00 The Global Conversation <h2>Overview</h2> <p>The Global Conversation report, produced in association with <a href="http://www.lionbridge.com/">Lionbridge</a>, explores how brands tell stories and engage with customers across borders and languages. It asks questions about the strategies, tools and processes necessary to balance overarching marketing priorities with local relevance. </p> <p>The report is based on a survey of more than 325 international senior marketers based in North America, and focuses on the key differences between organizations leading the way, and those that follow.</p> <h2>Key findings</h2> <ul> <li> <strong>Leaders control global marketing through a hub and spoke model.</strong> There is a consistent thread in the approach of leaders; an emphasis on central government in concert with local talent.</li> <li> <strong>Leaders use external partners differently from the mainstream.</strong> The mainstream relies on creative agencies for support across functions, but is significantly less likely to use translation/localization services than the leaders.</li> <li><strong>International marketing management is a significant challenge.</strong></li> <li><strong>Understanding customer preferences is a key advantage of global leaders.</strong></li> <li><strong>Leaders create content locally.</strong></li> <li><strong>Leaders find the opportunity in trends.</strong></li> </ul> <p>The 31-page report discusses these and other findings, exploring the challenges and successes of companies who are managing global brands and campaigns. </p> <p>The report is useful for all marketers who are running, or considering running global campaigns, giving them the tools they need to understand how best to approach global strategies, and educating them on how to effectively leverage existing resources to manage the associated content.</p> tag:www.econsultancy.com,2008:BlogPost/65914 2014-12-18T10:22:54+00:00 2014-12-18T10:22:54+00:00 The best mobile campaigns from 2014: the expert view David Moth <p>Now, on with the expert opinions...</p> <h3>Which company do you think has done great things in mobile this year? </h3> <p><strong>Sarah Watson, group mobile manager at The Net-A-Porter Group</strong></p> <p>It’s incredibly hard not to pick Uber. The UX is exceptional and it works simply and efficiently in almost every country I visit.</p> <p>The in-app marketing campaigns, incentive scheme and use of brand ambassadors are very compelling and will get anyone hooked.</p> <p>However, Apple still leads the pack when it comes to mobile. The continuity features, like Handoff, in iOS 8 mean I can write an email on my iPhone on my way to work, finish it on my Mac and send it from my iPad. </p> <p><img src="https://assets.econsultancy.com/images/resized/0005/7648/sarah_watson-blog-flyer.jpg" alt="" width="470" height="313"></p> <p>The lines between devices are blurring across the board but the transition within the Apple ecosystem has been notably easy and seamless, and soon my watch will be joining the club too. </p> <p>It also brings many new innovations to streamline the user experience and create new opportunities for brands, in particular with “extensions”.  </p> <p>We’re already seeing great extensions like View Source, which allows developers to pull up the source code for any website they’re viewing or LastPass, which enables one-click password input on websites. </p> <p>It’s just a matter of time before retailers begin experimenting with extensions and I’m really excited to see what they come up with.</p> <p><strong>Carl Uminski, COO and co-founder at Somo</strong></p> <p>Facebook. It's continued to transform the mobile media landscape, shifting from a publisher to a true ad tech company with the <a href="https://econsultancy.com/blog/65514-facebook-atlas-what-you-need-to-know/">Atlas cross-device launch</a> and has helped the ecosystem with its mobile development tools. </p> <p>Not to mention the Oculus and WhatsApp acquisitions and Instagram overtaking Twitter in audience size.</p> <p><strong>Matt Hobbs, mobile product lead at Just Eat</strong></p> <p>Uber, just by being focused on creating a transformative mobile product/service that - for the most part - just works. </p> <p>I'm still trying to work out if Foursquare deserves a booby prize for splitting its app into two parts for discovery &amp; checking in - Foursquare &amp; Swarm. </p> <p>It's a bold move and I'd love to see some real stats, but everyone I know who was used to the old, bundled Foursquare hates the split.</p> <p><strong>Theo Theodorou, General Manager EMEA at xAd</strong></p> <p>This is so broad – but I love companies that can disrupt and if you look to China there is amazing example of a company less than three years old called Xiaomi, which has reinvented the smartphone market in the largest smartphone market in the world.</p> <p>In 2013 it sold over 18m devices and its revenue was $5.2bn. Today, it’s the third largest smartphone maker in the world. </p> <p>It’s achieved this by not only having incredibly clever marketing, but by building few products, all of exceptional quality and at low price points. </p> <p>The company has made a conscious decision to focus on future revenue through software and services.</p> <h3>Which campaign that you’ve been involved in were you most proud of this year?</h3> <p><strong>Sarah Watson, The Net-A-Porter Group</strong></p> <p>It has to be the launch of our first global print publication, <a href="https://econsultancy.com/blog/64295-net-a-porter-s-new-shoppable-magazine-is-it-any-good/">Porter</a>.</p> <p>This really was a magazine launch like no other. In February our first issue hit stands around the world and simultaneously became available on iPad. </p> <p>However, unlike other fashion magazines, it was unique in its conception as a physical/digital offering from the start.</p> <p>Every printed page, whether editorial or advertorial, can be scanned with a mobile device via the Net-A-Porter app and shopped from, even if we don’t stock the products. </p> <p>And unlike other magazines, our iPad edition wasn’t just a print copy turned digital. We re-thought the digital magazine and made it intuitive, creating new formats that ensured ease of use and shopping.</p> <p><strong>Carl Uminski, Somo</strong></p> <p>The connected world experience we created for Audi at the Goodwood Festival of Speed. </p> <p>Using the latest tech including Oculus Rift and <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass/">Google Glass</a>, we delivered a truly interactive, immersive experience for thousands of car lovers at the annual event.</p> <p><iframe src="https://www.youtube.com/embed/9ZZXKVRYa3E?wmode=transparent" width="615" height="346"></iframe></p> <p><strong>Matt Hobbs, Just Eat</strong></p> <p>We’ve been making numerous iterative improvements all year so our apps have been evolving solidly. </p> <p>Adding an in-menu food search was one of my favourite new features, with the added bonus of emoji search.</p> <p><strong>Theo Theodorou, xAd</strong></p> <p>We actually ran some trials in Q3 to measure store visitations as a result of a consumer seeing an advert on their mobile and to answer the question, ‘can mobile advertising really drive action into a store?’ </p> <p>Mobile has been held back as a marketing channel as previously trying to measure these types of actions has been very difficult. </p> <p>We were proud to work with ASDA and Starbucks with some really encouraging results. </p> <p>ASDA for example was able to show a 67% incremental lift of foot traffic into store after consumer exposure to one of its mobile ad campaigns for ‘Home’ or ‘Back to School’.</p> tag:www.econsultancy.com,2008:BlogPost/65911 2014-12-17T11:31:00+00:00 2014-12-17T11:31:00+00:00 Mobile marketing & commerce trends from 2014 & into 2015 David Moth <p>As we’re reaching the end of 2014 it’s a good time to look back on the past 12 months and discuss which were the most important mobile trends.</p> <p>And while we’re at it I’ve also asked these experts to predict what we can expect to see from mobile in 2015.</p> <p>Here’s what they had to say...</p> <h3>What do you think was the most interesting mobile trend in 2014?</h3> <p><strong>Sarah Watson, group mobile manager at The Net-A-Porter Group</strong></p> <p>In 2014 mobile changed beyond recognition, again. </p> <p>The devices improved. They're now more powerful, waterproof in some cases and often much bigger, giving companies a lot more flexibility in the way they communicate with their consumers on the screen.</p> <p>However, surprisingly the biggest change in mobile in 2014 hasn't been the new devices available or their capabilities. The most significant change, in my view, is the advances in the ecosystem supporting and interacting with mobile devices.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/7603/sarah_watson-blog-flyer.jpg" alt="" width="470" height="313"></p> <p>Most importantly we’ve seen mobile payments via <a href="https://econsultancy.com/blog/tags/nfc">NFC</a> or Apple Pay become a reality, changing the function of mobile devices forever. </p> <p>Combine this with the wealth of data mobile devices yield and brands suddenly have an amazing new way to incentivise their customers and streamline the path to purchase. </p> <p>Feeding into this phenomenon has been the use of <a href="https://econsultancy.com/blog/64626-five-examples-of-how-marketers-are-using-ibeacons/">iBeacons</a> which haven’t yet been pushed to their limit. </p> <p>From an online retailer’s perspective, iBeacons give you another way to link the physical world to the digital, creating more opportunities for companies to connect with their customers.</p> <p><strong>Matt Hobbs, mobile product lead at Just Eat</strong></p> <p>Perhaps it was not seeing an article every other day saying 'mobile has finally arrived'. This could be the true litmus test that mobile has, actually, finally arrived.</p> <p>Aside from that, the increased visibility, often via advertising, of voice control of mobile and home based devices was really interesting. </p> <p>It's a brave frontier of user interface that people have been trying to break through for many years. </p> <p>Now all the big players are lined up to show their voice control is best, it's a good thing for all mobile device users.</p> <p><strong>Carl Uminski, COO and co-founder at Somo</strong></p> <p>The shift from mobile as a destination, to a remote control for the world around us.</p> <p>The connection of the physical and digital and using the mobile device to interact more deeply with <a href="https://econsultancy.com/blog/64211-the-internet-of-things-five-new-products-changing-the-market-now/">traditionally 'dumb' objects</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/7605/nest-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Also, the ability to now target specific audiences on mobile, both through social and <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic buying platforms</a>.</p> <p><strong>Theo Theodorou, general manager EMEA at xAd </strong></p> <p>I think we are seeing brands and marketers taking a mobile first approach to their marketing. </p> <p>I feel that companies now realise that mobile is a driving force in search and decision, they understand its importance, and are learning how and when to reach the mobile consumer. </p> <p>Perhaps the most interesting element is that mobile is not seen just seen as an extension of desktop, brands are now integrating mobile with more traditional media outlets.</p> <h3>What do you think will be the most important mobile trends in 2015?</h3> <p><strong>Matt Hobbs, Just Eat</strong></p> <p>We'll see more and more companies emerge that use the transformative nature of mobile on mundane, day to day activities - coupling mobile with great operational execution.</p> <p>The landscape changed so quickly in 2014, expect more and faster evolution in 2015.</p> <p>And although wearables didn't go large in 2014, as Apple finally launches its watch in 2015 I'd expect rapid adoption, likely followed by slight disappointment.</p> <p>Then come 2016 expect a v2.0 Apple Watch that blows us all away... maybe with 100% accurate voice recognition.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/7606/apple_watch-blog-flyer.jpg" alt="" width="470" height="313"></p> <p><strong>Sarah Watson, The Net-A-Porter Group</strong></p> <p>2015 will be the year of seamless connectivity. Over the past couple of years a wireless infrastructure has been created, enabling devices to be connected all the time. </p> <p>We’re now at a point where the consumer experiences begin on the go and truly can be continued on any other device. </p> <p>The key here is ensuring experiences are translated, not transposed, across platforms so that consumers always have the best possible experience.</p> <p><strong>Carl Uminski, Somo</strong></p> <p>In no particular order:</p> <ul> <li>Mobile payment adoption.</li> <li>TV/video  - consumption shifting from the actual TV to watching on mobile devices and the impact this will have on advertisers. </li> <li>Location/beacons/Bluetooth.</li> <li>Programmatic audience buying on mobile.</li> <li>Cross-device and multichannel attribution.</li> </ul> <p><strong>Theo Theodorou, xAd </strong></p> <p><a href="https://econsultancy.com/blog/63815-15-stats-that-show-why-click-and-collect-is-so-important-for-retailers">Click and collect</a> being adopted by more and more brands and mobile payment systems.</p> <p>Mobile video will really be ramping up given increasing network speeds and brands looking to take advantage of ever-sharper, even bigger screens.</p> <p>Wearable tech is an obvious one given the impending launch of Apple’s iWatch but one interesting example being developed at the moment is the process of allowing temporary tattoos to perform an assortment of different functions like transform your body’s sweat into useable power for other tech devices, such as a smartphone, smartwatch or fitness tracker.</p> tag:www.econsultancy.com,2008:BlogPost/65622 2014-10-22T10:30:00+01:00 2014-10-22T10:30:00+01:00 Store locator tools: which retailers offer the best mobile UX? David Moth <p>And for more on this topic, read our posts on <a href="https://econsultancy.com/blog/64170-20-stunning-examples-of-minimal-mobile-ui-design">minimal mobile UI design</a> and <a href="https://econsultancy.com/blog/63385-16-drop-dead-gorgeous-examples-of-mobile-design-inspiration">gorgeous examples of mobile design inspiration</a>.</p> <h2>Store locator UX factors</h2> <ul> <li><strong>Use geo-location</strong></li> </ul> <p>A bit of a no-brainer. Retailers should allow people to search for their local store using an IP address or their phone’s GPS signal.</p> <p>It speeds up the process and means mobile users don’t have to enter their postcode using the small, fiddly keypad.</p> <ul> <li><strong>Include store information</strong></li> </ul> <p>It’s likely that people will need to know the opening times for each store, but retailers should also include contact information, the types of services available (e.g. <a href="https://econsultancy.com/blog/63815-15-stats-that-show-why-click-and-collect-is-so-important-for-retailers">click and collect</a>, parking, types of products sold) and any other relevant details.</p> <ul> <li><strong>Make the map interactive</strong></li> </ul> <p>People want to be able to expand the map and navigate around to get a better idea of where each store is located.</p> <p>This probably means plugging into the Google Maps API.</p> <h2>Good examples</h2> <p>And now for some examples of brands getting it right.</p> <h3>John Lewis</h3> <p>John Lewis has a ‘Shops’ tab in the top nav, so it’s really easy for mobile users to begin looking for their nearest outlet.</p> <p>If you use the GPS feature it automatically brings back the details of the nearest shop, including opening hours, <a href="https://econsultancy.com/blog/62590-five-good-and-five-bad-examples-of-click-to-call-mobile-ctas">a click-to-call button</a>, and in-depth details of how to find it (e.g. nearest tube, parking information, congestion charge, etc).</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/3vhcnHE.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/J4vccrJ.png" alt="" width="200"></p> <p>There’s also a button that links to Google Maps and another that leads to a downloadable department guide, though it comes as a PDF. </p> <h3>Debenhams</h3> <p>Though Debenhams’ store locator isn’t perfect, it is better than most.</p> <p>It gives the opening hours, address, store manager’s name, and the location of the click &amp; collect desk. It also links users to Google Maps for directions.</p> <p>On the downside the locator tool is hidden within a tiny link in the hamburger menu, there’s no phone number, and the maps aren’t very useful.</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/koZKKNB.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/zrDzwyO.png" alt="" width="200"></p> <h3>Nandos</h3> <p>The bizarrely popular chicken restaurant has a great ‘Find your nearest Nandos’ CTA within the hamburger menu.</p> <p>Each listing gives users an interactive map, opening hours, details on baby changing and wheelchair accessibility, Tube information and a click-to-call telephone number.</p> <p>There are also text links for the five other Nandos restaurants closest to this outlet.</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/BsREnhI.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/ojPj698.png" alt="" width="200"></p> <h3>Carphone Warehouse</h3> <p>Carphone Warehouse has opted for icons in its top nav, but most mobile users should be familiar with the map pin logo.</p> <p>The tool itself has a great ‘Find stores’ CTA, while the store pages offer a great UX and have all the information one could need. Top marks.</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/QwGLBq2.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/ajxJBOC.png" alt="" width="200"> </p> <h3>Schuh</h3> <p>Another excellent store finder, this time from Schuh. There’s a prominent link at the top of the page, a great ‘Current location’ CTA, and the store pages provide all the relevant information.</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/5MZeJB0.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/HqtHQfO.png" alt="" width="200"> </p> <h3>Morrisons</h3> <p>The locator tool is easy to spot on Morrisons’ homepage and the GPS function returns a well-designed results page.</p> <p>Unfortunately the map feature isn’t interactive, but it does offer useful directions. </p> <p>            <img src="http://assets.econsultancy.com/public/imgur/jCoDsDk.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/OL7NH0a.png" alt="" width="200"></p> <h3>M&amp;S</h3> <p>Who knew there were so many M&amp;S shops in Central London? </p> <p>This is a great interactive map that links to really useful and thorough store information.</p> <p>            <img src="http://assets.econsultancy.com/public/imgur/YNbRzK3.png" alt="" width="200">     <img src="http://assets.econsultancy.com/public/imgur/tB0rFQz.png" alt="" width="200"></p> <h2>In conclusion...</h2> <p>In my humble opinion, all of these store locators offer a decent user experience though Schuh and M&amp;S potentially stand out as the best.</p> <p>I’m a fan of Schuh’s big CTAs and user-friendly navigation, while M&amp;S provides a great UX combined with stacks of useful information.</p> <p>I had to visit a surprising number of different retailers in order to find these examples, so clearly store locator design is an area that requires more attention.</p> tag:www.econsultancy.com,2008:BlogPost/65549 2014-10-07T11:01:00+01:00 2014-10-07T11:01:00+01:00 Mothercare's mobile strategy: apps, iBeacons & content, but no RWD David Moth <h2>Interaction over transaction</h2> <p>Like all retailers, Mothercare has to consider how it can compete with Amazon online.</p> <p>Trying to compete on price will result in a race to the bottom and will ultimately drive Mothercare out of business. </p> <p>Singh said that in the past the company has relied too heavily on its reputation as a specialist retailer, and is now implementing a new strategy where the customer is at the heart of all business decisions. </p> <blockquote> <p>Our customers don’t just want to buy things. They want advice and product information. We haven’t got that right before, but mobile has given us opportunity to address that.</p> </blockquote> <p>Mothercare uses its mobile apps to provide useful content that pregnant women and mothers will want to interact with on a daily basis, even if they don’t end up buying anything.</p> <p><em><strong>Mothercare's desktop site</strong></em></p> <p><a href="http://www.mothercare.com/"><img src="https://assets.econsultancy.com/images/resized/0005/4672/screen_shot_2014-10-06_at_18.15.08-blog-full.png" alt="" width="615" height="314"></a></p> <p>Though mobile conversions remain low compared to desktop, judging the channel’s success purely on sales overlooks its potential for creating valuable interactions with potential customers.</p> <blockquote> <p>If we can create great user experiences on mobile, the transactions will take care of themselves.</p> </blockquote> <h2>Content</h2> <p>Creating these valuable interactions relies on having engaging, useful content.</p> <p>For Mothercare this includes a range of features within the app, such as advice videos, quirky baby tunes, classical music (some people believe this is useful for pregnant women), and the ability to take pictures of their kids within the app.</p> <h2>iBeacons</h2> <p>As mentioned, Mothercare plans to begin trialling <a href="https://econsultancy.com/blog/63478-ibeacons-what-are-they-and-why-should-marketers-care">iBeacons</a> in 2015.</p> <p>It’s in a strong position as it already has a popular range of apps, plus hundreds of stores in which to test the technology.</p> <p>One criticism occasionally levelled at iBeacons is that they are only used for discounting and coupons, but Singh said Mothercare will more likely go down the customer service route.</p> <p>This is similar to the approach adopted by some airlines and retailers, including Tesco.</p> <p>The grocery giant began a trial earlier this year in its Chelmsford store and has said that the technology won’t be used to push out marketing messages.</p> <p>Instead the iBeacons notify shoppers that their pre-ordered goods are waiting for them.</p> <p>Ultimately iBeacons could be a central feature in Tesco’s new beta MyStore app, helping customers to find specific items in-store.</p> <p><em><strong>Mothercare's mobile site</strong></em></p> <p>             <img src="https://assets.econsultancy.com/images/resized/0005/4680/mobile_site_2-blog-third.png" alt="" width="200" height="356">   <img src="https://assets.econsultancy.com/images/resized/0005/4681/mobile_site-blog-third.png" alt="" width="200" height="356"></p> <p>At Mothercare Singh said that he also hopes to use iBeacons to improve the in-store experience.</p> <p>Therefore the trials are likely to include the use of rich content (i.e. video), detailed product information, and advice on how to navigate round the store.</p> <p>Mothercare does a lot of in-store events, which is another area where iBeacons could be used to enhance the customer experience.</p> <h2>Privacy</h2> <p>The use of mobile apps and iBeacons brings with it a greater focus on privacy. </p> <p>Mothercare’s customers are understandably sensitive to privacy issues, and the company already gets comments from people who can’t understand why the company's apps need access to their photos and contacts.</p> <p>The use of location data will only add to these problems, but Singh believes these concerns can be overcome with a combination of the right messaging, prompt responses to customer comments, and a sensitive approach that doesn’t overwhelm people with new technology.</p> <h2>Responsive design</h2> <p>Mothercare has opted for a separate mobile site rather than using <a href="https://econsultancy.com/blog/64072-responsive-design-25-of-the-best-sites-from-2013">responsive design</a>.</p> <p>Singh explained that his team was cautious as it’s still a relatively new concept and it would be a huge job to retrofit the brand’s “super-complex sites.”</p> <p>Any decision on moving to responsive design would have to be taken in the context of improving the customer experience.</p> <blockquote> <p>We want a faster mobile site, richer photography, a better checkout, more video content. We’re trying to optimise our existing mobile site and improve the overall experience, rather than focusing on responsive design.</p> </blockquote> <p>That said, Mothercare did move its customer help site to responsive design, which Singh described as a “useful test.”</p> tag:www.econsultancy.com,2008:BlogPost/65223 2014-07-28T11:27:00+01:00 2014-07-28T11:27:00+01:00 Eight more examples of geofencing you should know about Ben Davis <h2>vouchercloud</h2> <p>Those with the vouchercloud app on their smartphones will be served a voucher when they are within 200m of a participating store.</p> <p>At the moment in the UK this includes Hotel Chocolat, Loch Fyne, Papa Johns, Prezzo, Strada and Subway.</p> <p>vouchercloud has reported clickthrough rates of 45%, which if consistent across the service represents a phenomenal opportunity to revitalise the generic voucher companies out there.</p> <p>In this case, the retailers can amend strategy and offers within the vouchercloud platform itself.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0789/vouchercloud-blog-full.png" alt="voucher cloud notification" width="615" height="615"></p> <h2>Uber</h2> <p>At the moment, Uber uses geofencing at LAX almost as a defensive measure. That's because private hire cars from networks like Uber aren't licensed to pick up passengers at this airport (apart from the app's luxury service, which is commercially licensed and insured).</p> <p>Therefore Uber uses a geofence outside of the pickup area, where drivers can wait for fares. <a href="http://www.dailybreeze.com/technology/20140705/uber-taxi-car-service-corrals-drivers-at-lax-with-geofence-algorithm">The Daily Breeze reports</a> that this has caused tension among drivers as there's no queueing system in place for the drivers, so some are getting fares in front of others who have waited longer, due to the nature of the app.</p> <p>Aside from this use, to protect its drivers from breaking regulations, there's potentially a game changing use for geofencing at airports where Uber can operate.</p> <p>As David Klein, lead UX designer at Moovweb, <a href="https://medium.com/@diklein/uber-case-study-airports-5eba965ef34b">eloquently lays out in this post</a> on Medium, <a href="https://econsultancy.com/blog/64492-what-are-ibeacons-and-why-they-might-change-marketing#i.1ok6ancdpffopu">iBeacons</a> could be used in San Francisco airport, for example, to garner business for Uber.</p> <p>When users land and turn on their phones, they can be served a push notification inviting them to order a cab in a situation when they often forget about Uber.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0792/san_fran_uber-blog-half.png" alt="hypothetical uber notification" width="300" height="532"></p> <h2>Walmart</h2> <p><a href="https://econsultancy.com/blog/64382-how-walmart-asda-and-the-rolling-stones-use-mobile-push-notifications">Walmart's app</a> has a Store Mode that, amongst other things, responds to geofencing around stores, and delivers coupons and e-receipts.</p> <p>With one in five of Walmart's online purchases picked up in store, this geofencing tactic can persuade those customers to spend more in stores.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0801/savings_walmart-blog-half.jpeg" alt="walmart app" width="290"> <img src="https://assets.econsultancy.com/images/resized/0005/0802/store_ad_walmart-blog-half.jpeg" alt="walmart app" width="290"></p> <h2>Yik Yak</h2> <p>Yik Yak is a social network without friend groups. The app uses geographical data to create a local bulletin board to which anyone in the surrounding 1.5 miles can post.</p> <p>Interestingly, the app has been using geofencing to protect its reputation and block anyone using the app in the vicinity of schools. This is because the app was being misused by bullies, thus garnering unwanted criticism for the creators of the service.</p> <p><img src="https://assets.econsultancy.com/images/0005/0803/yikyak.jpeg" alt="yik yak" width="320" height="568"></p> <h2>The British Open Golf Championships</h2> <p>At Hoylake in 2014, The British Open, won by Rory McIlroy, supplied spectators with WiFi and used geo-fencing to allow fans to track players' progress across the course.</p> <p><img src="https://assets.econsultancy.com/images/0005/0808/the_open.png" alt="the open" width="529" height="139"></p> <h2>Starbucks</h2> <p>Not currently available, but Starbucks is planning an order ahead service. Some, including Slash Gear, have speculated this is most likely to be done with iBeacons, probably inside the Starbucks app, meaning payment can be taken, too.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0807/starbucks-blog-full.jpg" alt="starbucks" width="615" height="461"></p> <h2>Honeywell's smart thermostats</h2> <p>Nest is the most prominent of smart thermostats, but it's the Honeywell Lyric that's using geofencing. If you (your phone) leave your home, the Lyric will switch to 'nobody's home' mode, to save on fuel.</p> <p><img src="https://assets.econsultancy.com/images/0005/0812/honeywell.jpg" alt="honeywell lyric" width="500" height="500"></p> <h2>Amazon</h2> <p>A fun one to finish. Amazon is currently seeking permission from aviation authorities to test its drones at its lab in Seattle. Reports suggest the tech giant will be using geofencing to keep the drones safely within Amazon airspace.</p> <p><iframe src="https://www.youtube.com/embed/98BIu9dpwHU?wmode=transparent" width="560" height="315"></iframe> </p> <p><strong><em>See the Econsultancy blog for more<a href="https://econsultancy.com/blog/64626-five-examples-of-how-marketers-are-using-ibeacons#i.1ok6ancdpffopu"> uses of iBeacons</a> and potential <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case#i.1ok6ancdpffopu">trials of iBeacons.</a></em></strong></p> tag:www.econsultancy.com,2008:BlogPost/65021 2014-06-18T11:17:00+01:00 2014-06-18T11:17:00+01:00 The A to Z of mobile marketing: 26 trends to inspire you David Skerrett <h2>A: Adaptive Web Design &amp; RESS</h2> <p>Responsive web design (RWD) is popular right now and to some it’s become a silver bullet solution. However,  <a href="https://econsultancy.com/blog/64833-adaptive-web-design-pros-and-cons">adaptive web design (AWD)</a> is the gold standard, if you can afford it. </p> <p>With AWD, layout is determined server side to enable the delivery of the most appropriate version of the site based on the functionality of the device. This means that load times are quick, optimisation is easier, and the site is more appropriate to the device, along with being able to reach non-smartphone users.</p> <p>For brands where context is king, such as in retail and travel, being more device-specific rather than screen-specific is likely to produce bigger returns. Responsive Web Design with Server Side Components (RESS) is a cross between RWD and AWD - a hybrid solution that ensures your solution is more ‘next generation’ by ensuring pages load faster and work on more devices.</p> <p>RESS provides relevant content and call-to-actions specific to the device. In doing so the user benefits from a richer and more engaging experience.</p> <p>I expect to see more brands choosing adaptive and RESS over responsive this year, especially when so many brands are experiencing RWD projects that come in late and over budget. </p> <p><img src="https://lh4.googleusercontent.com/kNXVZFkPVmE836iB88KRxsWlXKElhoOqo_rRFWlKwGlmcDtDsTNn4ogkc5mnhQsMWxVRlu75yQqtuPIakQ591k5TxvgN6shOtorUERVCmXNE8ofj9BCKmPUg3zqLLvo7M7w" alt="Lufthansa adaptive web" width="558" height="455"></p> <p>Lufthansa's use of adaptive design shows how experiences can be tailored according to likely user behaviour.  </p> <h2>B: Beta &amp; minimum viable products</h2> <p>Once highly popular, I predict a resurgence in launching in Beta as a way to get minimum viable products on mobile out to market quickly. It helps avoid making big decisions based on what people say versus what people do.</p> <p>Early users help to inform the features, expansion and improvements on the mobile roadmap, with success (or failure) early on helping to dictate future investment. Circa 90-day turnaround minimum viable products will become more popular in getting something feasible out to market.</p> <p>Doing this allows businesses to gain useful feedback early on, enabling you to alter the product to suit customer needs. This method allows you, in some cases, to fail quickly and early, which saves you time and money.</p> <p>Innovation needs to get out of PowerPoint quicker and by making rather than talking, you can build the future, rather than asking your customers to predict it as per the famous Henry Ford quote. </p> <h2>C: Consumer first, mobile first is dead</h2> <p>A Google Executive recently declared ‘mobile first’ dead.</p> <p>Driven by the rise of the smartphone, the principles of ‘mobile first’ are important, but the notion that the consumer is always a mobile consumer, and not a cross channel / device consumer can be dangerous.</p> <p>Today’s consumers switch between devices to achieve tasks and expect brands to keep up. Therefore focusing solely on mobile devices can be a myopic approach.</p> <p>Instead marketers need to adjust their messages to suit consumer’s multi-device behaviour. </p> <h2>D: Drivables</h2> <p>CarPlay, by Apple, enables drivers to use their iPhone apps through their car through a USB connection.</p> <p>Drivers can control CarPlay using voice through Siri; they can request songs, call someone, dictate text messages and ask for directions all through voice control.</p> <p>The benefit of voice control means that drivers are not nearly as distracted as they would be if taking their eyes off the road to fiddle with their iPhone, therefore CarPlay promotes safer driving.</p> <p>Drivers can also control CarPlay using a touchscreen display or using the car’s in-built controls.</p> <p><img src="http://assets.econsultancy.com/public/imgur/VfXIekN.jpg" alt="carplay" width="443" height="249"></p> <p>Other companies are working on their versions of car systems; these include Microsoft Sync, and Google’s Android-based system, The Open Automotive Alliance.</p> <p>The ‘Drivables’ trend of in-car technology and evolving interface design will be important this year. As penetration increases input techniques such as voice control will become normalised which will have implications on interaction design across all connected devices. </p> <h2>E: Empathy</h2> <p>In mobile it’s easy to get distracted by chasing the new trend.</p> <p>Sometimes we do things because we can, rather than because we should! Empathy for the consumer is key, as is adding value with your mobile proposition: How will your audience during the course of their busy life gain value from the interaction with your brand on their most personal device?</p> <p>Often being useful is a great way to stand out. Get in touch with your inner consumer, or speak to real ones, to avoid being annoying in creating a mobile white elephant.</p> <p>A great way to do just this and get in touch with your consumer, is through user testing. Ask your consumers those all important questions, understand their attitude towards your brand and why they may choose a competitor over you, and most importantly ask what they want and need from you.  </p> <h2>F: Facebook</h2> <p>There is plenty we can learn from Facebook’s mobile journey. Facebook have cracked how to make money from mobile.</p> <p>In Q4 of 2013 Facebook sales reached more than $1bn from mobile advertising alone. The number of mobile Facebook users has also rocketed; at the start of 2013 there were more daily desktop users than mobile, but within just one year there were around 200m more mobile users than desktop.</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9228/facebook_mobile_-blog-full.png" alt="" width="615" height="359"></p> <p>As there are 556m people accessing Facebook on their smartphone or tablet every day, it is imperative that the mobile user experience is optimised.</p> <p>Before Facebook’s huge mobile success, version four of the native app was rated just one-star in the app store by more than half of its users. Facebook listened to the users and redeveloped the native app in 2012, focussing on improving the speed of use and functionality through changing the programming language.</p> <p>Version four was written in HTML5 so that one app could be used across all platforms, but this resulted in a lower quality performance. Version five is written in the native language for iOS, Objective-C, which has drastically improved the user experience, as it’s significantly quicker.</p> <p>Facebook can be used for mobile marketing in a number of ways: to build awareness, views and clicks in news feed; or by using Facebook as a sign-in to your mobile experience to make it more personal and capture data. </p> <h2>G: Great expectations (not good)</h2> <p>Our increased emotional dependency on our mobile devices is raising the bar for brands.</p> <p>Good isn’t good enough anymore! Simply repackaging web content, ignoring the context of mobility and the opportunities of location relevance, as well as other mobile sensors, isn’t good enough anymore.</p> <p>Consumers have great expectations, not good expectations. Are you raising the bar and giving your audience what they want? </p> <h2>H: Heavy</h2> <p>Unfortunately it’s easy to make a responsive site overly heavy in terms of page weight, which may lead to frustrated users.</p> <p>An example of a heavy site is Sony’s ‘Be Moved’ RWD. The landing page is 53 Mb in size and to some is a month’s data allowance in one page - that is not something a consumer is going to thank you for!</p> <p>Due to the size, the page takes forever to load.</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9230/photo__5_-blog-full.png" alt="" width="500"></p> <p>The lesson here is to ensure that you are being responsible with your page weight and QA for <a href="https://econsultancy.com/blog/9162-the-importance-of-speed-for-mobile-commerce">speed across 3G or Wi-Fi</a>.</p> <h2>I: iBeacon </h2> <p><a href="https://econsultancy.com/blog/64626-five-examples-of-how-marketers-are-using-ibeacons">iBeacon</a>, part of Apple’s iOS7 but also compatible with Android 4.3 upwards, is a way for brands to engage with their customers once they are in close proximity to a specific location and have downloaded a specific application.</p> <p>There are over 30 beacon hardware vendors already, from Estimote to Swirl, and they transmit data to your mobile based on proximity ranges via Bluetooth Low Energy (BLE).</p> <p>Marketers are excited about the opportunities, and it’s important that brands use this new technology responsibly, a notable example being Tesco trialling it but not using the technology for marketing messages yet.</p> <p>Outside of retail, the most inspiring iBeacon example I’ve seen so far is the recent “Sweeper” exhibit and installation for the UN at the New Museum in NYC which recreated a deadly minefield, in-order to raise awareness to the threat of landmines around the world.</p> <p>Using iBeacon, the installation recreated this lethal experience via an app people downloaded to their mobile, and as they walked by a beacon, visitors triggered an explosion sound along with hammering home the gory details of the attack. This then led to a donations page.</p> <p>What is impressive here is that they’ve solved the value exchange equation of seeing messages you would want to receive, and managing the barrier to entry of needing an app and Bluetooth turned on, in order to interact.</p> <p><img src="http://assets.econsultancy.com/public/imgur/qVA9vSL.jpg" alt="ibeacon" width="449" height="284"> </p> <h2>J: jQuery </h2> <p>I’ve mentioned the problem with heavy websites and the benefit of using RESS technology.</p> <p>jQuery mobile is another method of optimising the Web browsing experience for mobile devices.</p> <p><strong>It allows pages to load faster by loading the necessary items on the page straight away</strong> with the rest of the page elements loading as they are needed, which is important for user satisfaction (see ‘Loading times’).</p> <p>jQuery is a framework devised of simpler and shorter codes thus developers can implement jQuery more quickly and robustly.</p> <p>Many companies are increasingly using jQuery or other mobile frameworks such as Backbone and Zepto.js due to their advantages and it is predicted to be a big part of the future of Web development. </p> <h2>K: Killer apps</h2> <p>Killer apps were all the rage during intense platform battles. For example, Halo was Xbox’s killer app.</p> <p>The idea of uniqueness, a first of its kind and a hook that gets you talked about can be used for mobile when thinking about the key feature(s) you will deliver through mobile.</p> <p>So with a native application spend some time thinking about how you would list and PR your app and it’s killer features early in the project, not when it’s too late.  </p> <h2>L: Loading</h2> <p>Whether you are hyper tasking, multi tasking or mono tasking, <strong>the most precious resource to a mobile user in 2014 is time.</strong></p> <p>Many studies have demonstrated the negative impact of slow sites on sales. There are lots of statistics kicking around that claim that load time should not be more than five seconds, or four seconds or even one second.</p> <p>Google states that just a two second load time is disruptive to the user experience and is the maximum a delay can be. Kissmetrics say that if an ecommerce site is making $100,000 per day, then a 1-second delay could cost you $2.5m in lost sales every year.</p> <p>The moral of the story is simple; make sure your load time is as close to instant as possible and your users will be happy, anymore than this and you are increasing the likelihood of users becoming impatient, frustrated, and leaving your site.</p> <h2>M: Multi-screening</h2> <p><a href="https://econsultancy.com/blog/62538-multi-screening-trends-in-the-uk">Multi-screening</a>, when more than one device is used at one time, is a continuing powerful trend due to our increasing need for information immediacy and ever present human interaction.</p> <p><img src="http://www.google.com/think/images/the-new-multi-screen-world-study_research-studies_sm.jpg" alt="multi screen" width="456" height="255"></p> <p>Multi-screening is often used to investigate products, to use social media, and often we start an activity on one device and continue it on another. Research suggests that the majority of consumers using a second screen to look for TV related content are either using ‘search’, or social media.</p> <p>Twitter can actually improve live TV. Fast Web Media found that <strong>out of 10m active UK Twitter users, 60% are tweeting while watching TV, and 40% are tweeting about TV.</strong> This gives the opportunity to engage with thousands of consumers and get a conversation flowing about your brand. </p> <p>Successful campaigns use specific hashtags, for example using the brand name or brand slogan. Three’s #DancePonyDance is an example of a brand successfully engaging with users on a second screen; understanding multi-screening behaviour can allow you to do the same.</p> <p>What’s new this year is the improved ability for our devices to talk to each other.</p> <p>Examples include Apple’s Airplay, and Google Chromecast, which is fundamentally changing our content consumption habits.  </p> <p>There's also Samsung’s Chord (as part of its new mobile SDK), which enables multi-Samsung-device experiences which will open up a world of screen sharing, collaborative shopping and new opportunities with multi-screen gaming.</p> <h2>N:Native</h2> <p>Consumers love Native Apps, and the data backs it up with 86% of time spent on mobiles in Apps (according to Flurry).</p> <p>The challenge of App discovery has not gone away, neither has the need to build reach and engagement with an impressive solution that people love and use. Build it and they may or may not come.</p> <p>Launch planning, app PR, and mobile media are on the rise, as is mobile analytics and the use of social listening tools to track conversations, to ensure the user is listened to, and the experience is constantly improved.</p> <p>The benefits of native apps include the commercial opportunities, use of sensors such as location, potential for habitual use, offline mode, speed, access to camera, and they generally provide a richer and higher-class experience for users.</p> <p><img src="https://assets.econsultancy.com/public/imgur/gv49tHV.jpg" alt="" width="600"></p> <h2>O: OS Wars </h2> <p>The leading mobile Operating Systems are always evolving and expanding, meaning marketers must keep up-to-date with the latest developments to see how they can utilise them. </p> <p>The versioning evolution across platforms is very different; Apple’s latest iOS7 has a penetration of more than 90% where as Android KitKat has a penetration of around 5%. So OS fragmentation is very real.</p> <p>Brands developing apps for Q4 this year should be mindful of iOS 8 and the phablet user experience problems meaning potential changes ahead to swipes, back buttons and App layout.</p> <p>In terms of the <a href="https://econsultancy.com/blog/63662-eight-user-experience-improvements-with-ios7">iOS7 major redesign</a> it served to help hide call to actions and interaction near the screen edges on carousels caused problems.</p> <p><img src="http://assets.econsultancy.com/images/resized/0003/9212/image__16_-blog-half.png" alt=""></p> <p>In a recent poll investigating which emerging mobile operating system is the likeliest to succeed, the majority voted Ubuntu Touch followed by Sailfish, Tizen, and then Firefox.</p> <p>Keep your eyes on these new players to see how interaction design evolves and exploit new opportunities that open up.  </p> <h2>P: Programmatic ad buying</h2> <p>Programmatic buying allows you to automatically buy the right ad at the best price at the right time on the right device.</p> <p>If you are a marketer that understands and implements automated buying technology then you are actually in the minority, as according to Forrester and the Association of National Advertiser <strong>67% of marketers need to learn more about it, don’t understand it, or are unaware of it entirely.</strong></p> <p>Basically automated ad buying is a way for marketers to place bids for advertising space through an automated technology.</p> <p>‘Programmatic’ ad buying refers to the different ways of doing this, and it’s taking off in mobile. <a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb">Programmatic marketing</a> works by a campaign being triggered by a set of rules that are applied by software and algorithms. Marketers establish a strategy and set up these rules, which are then implemented by the software.</p> <p>For example, it can be used to send an automated email campaign to consumers that have abandoned their shopping basket on a website. Programmatic advertising is more efficient and lower in cost than human ad buying, and can be used for mobile advertising and marketing campaigns. </p> <h2>Q: QR Codes</h2> <p>QR codes work by a barcode scanner application on a smartphone processing a code, directing the user to a website or promotion.</p> <p>When used appropriately QR codes can be effective, by increasing consumer engagement with print to enrich the user experience.</p> <p><img src="http://assets.econsultancy.com/public/imgur/B8eoxn9.jpg" alt="" width="496" height="495"></p> <p>There is wide scepticism on <a href="https://econsultancy.com/blog/63437-qr-codes-the-good-the-bad-and-the-ugly-reprise">whether QR codes are ‘dead or alive’</a>, yet it is clear that<strong> in Asia the use of QR codes is still growing.</strong></p> <p>In China, Pernod Ricard is deploying QR codes across all packaging in-order to increase engagement and reduce counterfeiting.</p> <p><img src="https://assets.econsultancy.com/images/0004/9358/QR-Codes-on-Wine.jpg" alt="qr wine" width="443" height="415"></p> <h2>R: RWD </h2> <p><a href="https://econsultancy.com/blog/64072-responsive-design-25-of-the-best-sites-from-2013">Responsive Web Design (RWD)</a> refers to a website that resizes itself depending on the device it is being accessed from.</p> <p>It works by using fluid grids with page elements sized by proportion. It’s often the first stage on a brand’s mobile journey. The problem is, it’s easy to make a bad RWD site.</p> <p>Using RWD is a step in the right direction, although due to drawbacks such as possible delayed loading times, considering the ‘next generation’ of RWD, known as RESS (see ‘Adaptive and Reiss Technology’) would be advantageous to the marketer and the user. </p> <h2>S: Strategy </h2> <p>2014 is the year to make <a href="https://econsultancy.com/reports/mobile-sophistication-and-strategy">mobile strategy</a> a priority.</p> <p>Mobile strategy is moving up the agenda and informing business and communications strategy. Given the complexity and opportunities of mobile, I find the best way to deal with complexity is through simplicity.</p> <p>So ask the right questions up front by seeking to understand the business and consumer context, along with the capabilities and constraints.</p> <p>Outline the mobile opportunity and then blueprint the solution budget and tactics to help make it happen.  </p> <h2>T: Text</h2> <p>It might be 2014, but don't assume text/SMS is disappearing as a valuable comms tool. It's simple, immediate and effective.</p> <p><strong>Out of all marketing text messages sent to consumers, over 95% are opened and read, with 83% being read within one hour</strong>. Redemption rates for marketing text messages can be relatively high, and due to the low cost of sending an SMS, marketers can attain a high Return on Investment.</p> <p>It’s an impressively versatile tool for global or local campaigns and is not smartphone only. O2 frequently uses this method of connecting with their O2 More customers.  </p> <h2>U: User Testing</h2> <p><a href="https://econsultancy.com/blog/10922-eight-user-testing-case-studies-that-achieved-amazing-results">User testing</a> is more important than ever in 2014 given the costs of creating and promoting mobile experiences.</p> <p>Testing your mobile website and/or app on your current or potential customers is an effective method of ensuring your product provides a positive user experience.</p> <p>User testing involves your typical customers engaging with your mobile website or app, interesting findings and any problems users encounter are noted by expert consultants.</p> <p>Findings often include attitude towards a brand, ease of use, and understanding users’ needs and wants.</p> <p>The consultants recommend how to optimise the user experience based on the findings. The benefits of user testing includes allowing you to fail quickly and cheaply if ideas are not viable, and implementing findings is likely to increase consumer engagement and conversion rates.  </p> <h2>V: Voice Control</h2> <p>Voice input with the likes of Google Now and Siri is becoming better and more mainstream: it’s a game changer for us all. Voice command is convenient and beneficial for drivers, by using voice instead of fiddling around with buttons, there will be a reduction in distraction leading to an improvement in safety and user experience.</p> <p><img src="http://assets.econsultancy.com/images/resized/0003/4169/voice_search-blog-full.jpg" alt="" width="615" height="309"></p> <p>Voice is now entering mobile advertising to help create cut through and dramatise product features. Toyota implemented voice command in their mobile advert to promote a new in-car entertainment system.</p> <p>The advert mimics the car system by encouraging the individual to use voice command to choose one of two apps that are presented; weather and iHeartradio. Using voice for mobile marketing campaigns is beneficial as it engages the user in the advert giving them a memorable and richer experience. </p> <h2>W: Wallet</h2> <p><a href="https://econsultancy.com/blog/64271-bitcoin-mobile-payments-and-the-future-of-money">Using mobile devices to make payments</a> is a growing trend. Calisle and Gallagher Consulting Group predict that by 2017, half of today’s smartphone users will be using mobile wallets as their preferred payment method. </p> <p>PayPal is working with iBeacon to facilitate hands-free payments (see ‘iBeacon’), whilst many others are developing their own digital wallets including Google, Apple and Amazon.</p> <p>Currently in the U.S. approximately 10m Starbucks customers pay using the mobile app. The success of the app is down to the ease and speed of the service, and the way it enhances the customer’s experience, for example users are exposed to instant discounts and a reward programme.</p> <p>It helps marketers to build relationships with consumers and opens up a direct marketing channel.  </p> <h2>X: X-ray</h2> <p>Mobile is changing the way we view the world thanks to augmented reality and mobile interface design. An example is the 'X is for X-ray' app by Touch Press that is available for iPhone and iPad.</p> <p>It is a highly visual, interactive and educational ebook that shows 26 everyday objects.</p> <p>With the swipe of a finger X-ray photography of these objects are presented giving users the ability to explore the inner structure of objects with a 3D view.</p> <p>‘X is for X-ray’ is a breakthrough in how we can explore the complexity of 3D structures through a smartphone or tablet. This innovative app shows some of the new capabilities that are possible with new devices. </p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9359/xray-blog-full.png" alt="xray" width="452" height="296"> </p> <h2>Y: Yoda</h2> <p>The following conversation from Empire Strikes Back can be applied to mobile marketing:</p> <p>Luke: All right, I’ll give it a try.</p> <p>Yoda: No. Try not. Do... or do not. There is no try.</p> <p>Do mobile or do not do mobile. The latter isn’t really a viable choice any more. So don’t set out and attempt to try and do mobile. Make it a priority and make your customers a priority. Launching with a one star app isn’t really an option is it? </p> <h2>Z: Zzzz</h2> <p>With the rising wearables trend along with Apple’s HealthKit it all points towards even more opportunities to track your quantified self.</p> <p>For example ‘Sleep Cycle’ is an app that senses your body movements when asleep in order to wake you up when you are in the lightest sleep state. A number of other sleep apps have different purposes, such as detecting and recording sounds to identify snoring issues. </p> <p>On the subject of wearables and health, various apps aid the management of fitness and food consumption, such as ‘Runtastic’, ‘Map My Run’ and ‘My Fitness Pal’. ‘Fitbit One’ logs the number of calories burned and can also measure sleep.</p> <p>‘The Lumoback’ is designed to improve posture, it involves a sensor that sends data to a smartphone, which then reminds the individual to sit up straight by displaying a stickman that mimics their current posture. </p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9360/lumo-blog-full.jpg" alt="lumoback" width="450" height="299"></p> <p><strong><em>Econsultancy has a range of reports looking at best practice around mobile marketing and commerce: </em></strong></p> <p><strong><a href="https://econsultancy.com/reports/mobile-web-design-and-development-best-practice-guide">Mobile Web Design and Development Best Practice Guide</a></strong></p> <p><strong><a href="https://econsultancy.com/reports/mobile-commerce-compendium">Mobile Commerce Compendium</a></strong></p> <p><strong><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></strong></p> tag:www.econsultancy.com,2008:BlogPost/64973 2014-06-09T13:46:00+01:00 2014-06-09T13:46:00+01:00 Eight case studies where mobile marketing actually worked David Moth <h2>Macy’s Winter Collection</h2> <p>Macy’s used rich media mobile ads to promote brand awareness and purchase intent for its upcoming Winter Collection.</p> <p>The multi-panel rich media ads were targeted at female iPad users aged 25-54, and allowed consumers to view a branded video, browse a product catalogue and access a store locator without leaving the ad unit.</p> <p>There were also calls-to-action encouraging users to follow Macy’s on Facebook and Twitter.</p> <p>As a result of the campaign <strong><a href="http://www.inmobi.com/advertise/case-studies/macys/">purchase intent apparently increased by 134%</a></strong>.</p> <p><img src="https://assets.econsultancy.com/images/0004/8851/macy_s_ads.jpg" alt="" width="430" height="270"></p> <h2>Co-operative Young Driver’s app</h2> <p>To promote the benefits of its ‘black box’ telematics technology that rewards careful drivers with lower insurance premiums, the Co-operative created a smartphone app that allows people to test out the system before they buy one.</p> <p>The target demographic was drivers aged 18-24, so the Co-op used mobile ads to raise awareness and drive app downloads.</p> <p>Working with Mediacom, it decided on a multi-faceted approach involving placements on mobile ad exchanges, Facebook mobile app install ads, and MMS ads targeted at people identified as car enthusiasts.</p> <p>In the first week, <strong>the app was downloaded more than 1,100 times</strong>, exceeding the target (100 per week) by over 1,000%. Within the first four weeks of activity it was downloaded more than 3,500 times.</p> <p>The original target cost per download (CPD) was set at £31.88 and in the first four weeks a CPD of £0.91 was achieved.</p> <h2>Gillette’s brand awareness</h2> <p>This is one of the more bizarre mobile campaigns I’ve seen, but it did achieve <a href="http://www.millennialmedia.com/advertise/campaign-successes/gillette-accelerates-brand-awareness-with-innovative-rich-media-campaign/">decent results for Gillette</a>.</p> <p>It involved rich media mobile ads that prompted users to ‘begin a race’. This launched an interactive game that required people to shave F1 driver Bruno Senna using a car shaped as a razor.</p> <p>Users could then purchase a razor from within the ad unit or share the game via social media.</p> <p><img src="https://assets.econsultancy.com/images/0004/8862/gillette.jpg" alt="" width="182" height="242"></p> <p>The ads were targeted at males with a mid to high disposable income and <strong>achieved a CTR more than twice industry standards</strong>.</p> <p>More than 20% of users who engaged with the ad once ended up replaying the game. However we don’t know what impact it had on brand awareness.</p> <h2>Boots’ swine flu ads</h2> <p>Remember the swine flu panic? Turned out to be a whole lot of fuss about nothing, but it did at least yield a useful mobile ad case study.</p> <p>Boots used a variety of mobile tactics to give people access to relevant information about the virus and also encourage them to use a search tool to find their local Boots pharmacy.</p> <p>It developed a simple guide on its mobile site containing information about swine flu symptoms and how to prevent its spread, then drove traffic to the site using targeted mobile ads across Vodafone Live!, O2 Active and m.RTE.ie.</p> <p>There are no specific stats on the campaign’s success unfortunately, though it’s claimed that the ads were ‘very effective’ at driving click-throughs to the site.</p> <p>Boots also promoted the site via SMS, enabling consumers to respond and receive location-specific information on pharmacy locations.</p> <h2>Sega’s Sonic game</h2> <p>To celebrate <a href="http://www.inmobi.com/advertise/case-studies/sega/">Sonic The Hedgehog’s 20th birthday</a>, Sega released a new iOS game called Sonic &amp; Sega All-Stars Racing.</p> <p>In order to reach the target audience of gamers aged 14-34 inMobi ran rich media display ads on iOS devices in North America.</p> <p>The ads linked users to a dynamic landing page featuring the game trailer and a CTA encouraging people to install the game.</p> <p>CTR peaked at 0.9% and the game reached the number one spot in the App Store, but there’s no word on how many downloads were driven directly by the mobile ads.</p> <p><img src="https://assets.econsultancy.com/images/0004/8853/sega_ads.jpg" alt="" width="182" height="295"></p> <h2>North Face video ads</h2> <p>The North Face used its <a href="http://www.millennialmedia.com/advertise/campaign-successes/the-north-face-explores-new-channels-with-1st-ever-mobile-campaign-/">first ever mobile ad campaign</a> to raise brand awareness among males aged 18-34 in Germany and Italy.</p> <p>Working with Millennial Media it used a full-screen interactive video placed in apps that indexed highly among the target audience. </p> <p>The goal of the campaign was to achieve completed views, but users were given the option to skip the video after 7.5 seconds.</p> <p><img src="https://assets.econsultancy.com/images/0004/8863/North_Face.jpg" alt="" width="565" height="277"></p> <p>On completion of the video, four buttons offered a more comprehensive experience, with the option to click through to local market websites or the global Facebook page. There was also an option to replay the video.</p> <p>The campaign achieved <strong>more than 319,000 completed views in Germany and 114,000 in Italy</strong>. This led to engagement rate with local North Face sites of 9.5% in Germany and 8.5% in Italy.</p> <p>The video itself also proved to be popular, as a third (33%) of German viewers replayed it for a second time, as did 19% of those in Italy. </p> <h2>Nokia Lumia 1020</h2> <p>To promote the launch of the Windows Phone Nokia Lumia 1020 in Germany, Microsoft created an interactive ad that allowed people to <a href="http://www.millennialmedia.com/advertise/campaign-successes/microsoft-engages-consumers-with-interactive-mobile-ad-for-nokia-lumia-1020/">test out the phone’s camera function</a>.</p> <p>It targeted 18-35 year olds with interests in technology and design by selecting specific publishers across sports, tech, gaming, entertainment, fashion, design, and other creative industries.</p> <p>The campaign was also targeted at people using competitor devices.</p> <p>After clicking on the banner ad a photo was displayed on a Nokia Lumia that consumers were able to interact with to experience its high-resolution zoom.</p> <p>Users could then click through to a mobile optimised landing page and get more information on the product.</p> <p>The ads achieved an <strong>engagement rate of 3.23% and 8.63%</strong> of people who engaged with the ad clicked through to the site.</p> <h2>Capital Radio</h2> <p>London’s Capital FM radio station set out to boost downloads of its iPhone app as part of a plan to increase listenership while also helping to better define its cost per customer acquisition.</p> <p>It used geotargeting to access more than 1m iOS users in the UK on the AdMob ad network.</p> <p>A secondary goal was to achieve a high ranking in the App Store, so on the final day it massively increased ad spend while also optimising the ad placements using real-time analytics.</p> <p>As a result of the campaign:</p> <ul> <li>Capital FM’s app ranking in the UK App Store rose from number 10 to number five in the music category.</li> <li>It achieved a CTR of 1.35% on average during the four-week campaign.</li> <li>Conversion rates (clicks resulting in app downloads) were 8% on average </li> <li>More than 24,000 users visited Capital’s app download page in the App Store.</li> </ul>