Mobile Centric Businesses Userfirst Digital Agency
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Alex Hewson, Head of Media at M&C Saatchi explains how a user-centric approach is defining the mobile marketing and media landscape.
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Mobile Centric Businesses Userfirst Digital Agency
- 1. For Mobile Centric Businesses MOBILE FIRST TO USERFIRST
- 2. M&C SAATCHI MOBILE OVERVIEW
- 3. A MOBILE FIRST DIGITAL AGENCY WHOWE ARE
- 4. WHAT WE BELIEVE A 360 APPROACHTO DATA
- 5. OURFOCUS ON PERFORMNCE WHAT WE DO DATA & TECHNOLOGY MEDIA PLANNING & BUYING INTEGRATED STRATEGY USER JOURNEY PLANNING DATA DRIVEN CREATIVE
- 6. ALL OURCLIENTS ARE INHERENTLY MOBILE
- 7. A MOBILE-FIRST DIGITAL APPROACH
- 8. "Mobile to overtake fixed Internet access by 2014” MARY MEEKER AS USERBEHAVIOURHAS CHANGED
- 9. SPECIALIST MOBILE AT SCALE WAS SILOED ROLE APPROACH INTEGRATION INNOVATION
- 10. ITS ROLE HAS EVOLVEDWITHTHE USER ROLE APPROACH INTEGRATION INNOVATION
- 11. SO A MOBILE-FIRST DIGITAL APPROACH OFFLINE CHANNELS – PARTNER AGENCY PRIMARY DIGITAL CHANNELS – M&C SAATCHI MOBILE DATA MODELING SECONDARY DIGITAL CHANNELS – PARTNER AGENCY AUDIENCE SIZING CUSTOMER JOURNEY PLANNING CHANNEL BUDGET ATTRIBUTION CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING STRATEGIC PLATFORM STRATEGIC (PRIMARY PRIORITY) IMPLEMENTATIONAL (SECONDARY PRIORITY) TV OOH SEARCH DISPLAY SOCIAL VIDEO CINEMA RADIO CORE DIGITAL USER IS MOBILE 54% 50% 71% 63% CHANNEL % MOBILE* *Source: emarketer; iAB; Google; Global Video Index
- 12. USERDATA AT THE HEART OF THE APPROACH
- 15. THE PROCESS FROMSTART TOFINISH LTV Analysis Determine what constitutes user value – may be monetary or behavioural User Modelling & Segmentation Predict user behaviour and assign them to appropriate segments for delivering relevant comms. Data Hygiene & Visualisation Sourcing, collecting and preparing data to convert useful insights into business performance Journey Planning & Implementation Plot user journeys through the funnel and allocate comms. to drive segment movement Funnel Definition Every business has their own funnel – we need to ensure that it is clearly mapped out
- 17. USERDATA DRIVING THE SOLUTION CLIENTS THAT USEDALL CORE SERVICES DATA & TECHNOLOGY MEDIA PLANNING & BUYING INTEGRATED STRATEGY USER JOURNEY PLANNING DATA DRIVEN CREATIVE
- 19. AMAZON KINDLE – CROSS CHANNEL BRANDINGTHE CHALLENGE: •Low awareness of the cross-functionality between the Kindle Device, Kindle App and Kindle Unlimited service •Inherently mobile product but cross platform understanding is critical to growth •Global campaign across 4 regions and 10 individual markets
- 20. THE IDEA: •Incentivised but authentic review of Kindle by key influencers – Gabriella Lindley and Candice O’Reilly •Talent acquisition based on brand alignment and with reach against target audience •Cross channel platform used to amplify content. AMAZON KINDLE – CROSS CHANNEL BRANDING
- 21. THE RESULTS: •Engagements (views, likes etc.), positive sentiment – over 16 times more effective than Kindle organic posts •Significant global uplift in Kindle Unlimited subscriptions AMAZON KINDLE – CROSS CHANNEL BRANDING
- 23. SKYPE – RETENTION & USERACQUISITION THE CHALLENGE: •Skype faced rapidly declining daily active usage rates around the world in early 2014. •In a market moving towards mobile, Skype were slow to convert their user base to the mobile platform with heavy competition in the OTT messaging space (e.g. Viber, WhatsApp)
- 24. THE IDEA: •Strategic consultation to identify markets for retention and user acquisition through opportunity sizing. •Stop user churn and acquire new users by challenging ‘infrequent’ (e.g. long distance calling) brand perceptions to make Skype more ‘everyday’ (e.g. messaging) •Mobile first planning lead across all agencies to compliment ATL activity SKYPE – RETENTION & USERACQUISITION
- 25. THE RESULTS: •Within 1st Quarter of the campaign, drove over 550,000 new users and increased retention rates significantly •DR efforts uncovered that mobile video was the most effective channel for both brand and DR – incorporated cross channel with all agency partners •Targeting high end devices led to a more engaged user due to a superior UX SKYPE – RETENTION & USER ACQUISITION
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- 30. IN SUMMARY, TRANSITIONING TO USER FIRST, REMEMBER….
- 31. USERDATA ANDTECHHAS TOBE AT THE HEART OF EVERYTHING
- 32. Alex Hewson Head of Media EMEA @alexhewson THANKYOU London |New York|Los Angeles |San Francisco |Sydney |Singapore |New Delhi |Bangalore
Editor's Notes
- Launched in 2006 as the world’s first mobile media performance agency we have been at the forefront of the mobile evolution for the past ten years. As mobile has become the dominant channel in consumers’ lives, and has become a crucial channel for brands as part of an integrated approach, we have become the world’s leading mobile-first digital agency. Throughout this evolution delivering performance has remained the key focus.
- We believe that all marketing efforts should be based on data-driven decisions and measurable by design. Further, our experience has taught us that our work is never done – we constantly optimise channel media, budget, and creative towards more efficient, effective results throughout a campaign’s lifetime. To achieve these objectives, we use the following services: Integrated Strategy: Strongly data insight led, cross-channel Data & Tech: Data collection and analysis, underpinned by tech selection Creative:Creative build driven by campaign performance insights User Journey Planning:Assessing how the user interacts, reducing friction Media Planning/Buying:Best in class planning and implementation.
- And We are lucky enough to work with brand who see mobile as imperative to their business and is the lead channel which is starting to lead their marcomms.
- This was the bold prediction from by Mary Meeker. She was only a year out. According to Google, last year became the year mobile overtook desktop for search in major markets. While other statistics tell us that mobile is the dominant screen in our lives and two thirds of video is viewed on mobile. Whatever the statistic, in 2016 mobile is projected to make up more than half of digital ad spend according to eMarketer.
- For a long time, and often in silo, understanding the complex fragmented landscape of mobile has been the job of mobile specialists like M&C Saatchi Mobile. While understanding that complexity and delivering performance remains something only a few agencies can master, it is now crucial that mobile is baked into an integrated cross channel approach
- So the example planning opportunity looks like this for mobile across a number of touchpoints
- In this UK example, we now see that the user is inherently mobile across core digital channels – over 50% in search and display; even higher for social and video Increasingly we see it must lead the process for our clients across things such as Strategy, Audience sizing and Channel Budgeting
- The Data Strategy we employ aligns itself with our overall approach to helping clients grow their business. A “Through the Funnel” Data Strategy is all about optimising ad spend through all channels. As we move through the funnel, the number of data points for each user and the granularity of our understanding about them grows. This allows us to communicate in a more intelligent and relevant way with users who we wish to push further through the funnel and helps us to identify those higher up the funnel that should be the focus of marketing investment. Knowing what an active loyal user looks like at the bottom of the funnel greatly helps in finding new users to feed in the top. Every funnel is unique. We start by looking at a clients business and identifying their key touchpoints and levels of engagement across all channels and all stages of the purchase journey. In some cases the business model is all about page views, in others it’s increasing awareness and in some it’s driving and supporting footfall. By understanding user journeys and the data that these generate, we identify what is relevant and important to creating a pipeline of profitable users.
- Mapping out data-points for users through the funnel is key to growing an active, engaged and profitable customer base. We work closely with clients to identify data sources. We start with the more obvious areas like ad tracking and campaign performance insights and where appropriate, we also look to enhance understanding of users with 1st party behavioural data such as category purchase behaviour. We look at all this through a cost benefit lens. Data collection has to stack up in terms of commercial, legal, privacy and scale considerations and it has to contribute to performance.
- Funnel Definition: Every business has their own funnel, we need to ensure that it is clearly mapped out Data Hygiene & Visualisation: Sourcing, collecting and preparing to convert useful insights into business performance LTV Analysis:What is value to a client – can be monetary or behavioural User Modelling/Segmentation:Predict user behaviour to assign them to appropriate segments to deliver relevant comms Journey Planning & Imp:Track user journey through the funnel and apply comms to drive movement further down
- Low awareness of the cross-functionality between the Kindle Device, Kindle App and Kindle Unlimited service Inherently mobile product but cross platform understanding is critical to growth Global campaign across 4 regions and 10 individual markets
- Incentivised but authentic review of Kindle by key influencers – Gabriella Lindley and Candice O’Reilly Talent acquisition based on brand alignment and with reach against target audience Cross channel platform used to amplify content.
- Engagements (views, likes etc.), positive sentiment – over 16 times more effective than Kindle organic posts Significant global uplift in Kindle Unlimited subscriptions
- Skype faced rapidly declining daily active usage rates around the world in early 2014. In a market moving towards mobile, Skype were slow to convert their user base to the mobile platform with heavy competition in the OTT messaging space (e.g. Viber, WhatsApp)
- Strategic consultation to identify markets for retention and user acquisition through opportunity sizing. Stop user churn and acquire new users by challenging ‘infrequent’ (e.g. long distance calling) brand perceptions to make Skype more ‘everyday’ (e.g. messaging) Mobile first planning lead across all agencies to compliment ATL activity
- Within 1st Quarter of the campaign, drove over 550,000 new users and increased retention rates significantly DR efforts uncovered that mobile video was the most effective channel for both brand and DR – incorporated cross channel with all agency partners Targeting high end devices led to a more engaged user due to superior UX
- This was part of a wider piece of consultancy we worked on for Microsoft, who were looking to integrate mobile into the retail journey The Challenge: The Windows Phone OS familiarity being low was the biggest barrier to purchasing Therefore pre-store consideration/demand for Lumia was low at around 10% Compounded by the fact that 81% of users were not in market on that day Real disconnect between sales person and product knowledge – this relationship is handled by the
- The Idea Incentivised proximity marketing to drive increased footfall around key pilot locations Introduce an OS emulator in-store via sales staff that is launched via QR code. OS detection technology drives users to customised versions of Windows OS that address pain points for the rival technology
- The Results: Unsurprisingly the densest populated areas were most effective with the lowest cost per visit but overall footfall increased by up to 112% The pilot drove over a 1000 engagements with the OS – a key campaign metric Crucially the pilot doubled the amount of Windows Phone sales per salesperson who used the emulator as a tactic
- Data leads every aspect of what we do for our clients and as reminder it informs every key aspect of what we do. This has to be underpinned by key technology that allows for accurate and scalable