Your World Cup ( of Mobile) Wallchart

Everyone needs a World Cup Wallchart!

The full report can be downloaded here

As an aside, apparently you can also use smartphones to make phone calls with.

Responsive Email Design - Stick or Twist?

Every thing's going Mobile. Well actually that's not quite the case for email design.

With the numbers for how many emails are being opened on mobile ever increasing, Litmus suggesting over 40%  you would think that brands would be jumping on their digital teams to ensure that their email designs were responsive.

But look at your emails on your smartphone and take a look to see how many are optimised for that screen. Not many I'd suggest

So why is that?

Is it because brands believe that email has no future ?

Well according to Radicati that might be a mistake with their recent report claiming that the number of worldwide email accounts is expected to increase from over 3.9 billion accounts in 2013 to over 4.9 billion by year-end 2017 and actually marketers are expecting growth in email alongside other digital channels

Maybe its because even with the use of Media Queries that still won't cover all the various operating systems out there including versions of Blackberry , Microsoft and even Mobile apps such as Gmail ( check out the list at Campaign Monitor)

Or is it because the open or click through rates done seem to vary too much whether you bother with an optimised design or not? 

That's what Tim Watson from Zettasphere seems to suggest with this chart take from his report produced in conjunction with Communicator Corp




So we should stick?

Or should we twist?

“Be yourself; everyone else is already taken” – Oscar Wilde

To be honest only you can answer because only you know your brand and your audience.

Some questions to ask yourself

• How many of my customers are opening on mobile devices?
• Which devices?
• How well do my emails work on those devices based on what I'm asking my customers to do when receiving the email?
• What would it cost me to redesign to make my emails mobile friendly?
• What would it cost me to make them mobile optimised?
• What will lose as part of any redesign and making my emails simpler?

..and the biggest one of all..

• how much will my customers thank me for improving their overall experience?

Don't Just Acquire Customers - Hi-Jack Them!!

15 Mobile Marketing Websites You Must Read- Infographic

10 Interesting Mobile Marketing Statistics

1. There are approximately 4 billion mobile phones worldwide
2. 3 billion are SMS enabled
3. 1 billion are smartphones
4. 2014 is the year mobile internet usage is destined to overtake desktop internet usage
5. 74% of consumers will wait 5 seconds for a web page to laod via their mobile device before abandoning
6. 46% of consumers are unlikely to return to a mobile site if it didn't work properly last time
7. 61% of customers who visit a mobile unfriendly site will go to a competitor's site
8. 38% of smartphone users have completed a purchase from their device
9. Mobile devices now account for 36% of all email opens
10. Visa predicts that 50% of all transactions will be via mobile by 2020

Stats courtesy of Mobile Marketing Strategies Knowledge Bank

10 (or so) Interesting Facts to Set You on Your Mobile Path

Worldwide mobile payment users surpassed 141m in 2011, a 38% increase on 2010

(Gartner)

Approximately 70% of smart device users are prepared to opt in for comms with their favoured brands

(MIG Research)

50-60% of Twitter usage is via a smartphone and Facebook claim that half it 800m users log in via a mobile device

(CNET)

Mobile users of Facebook spent an average of 5.6 hours on the site in Dec 2010. 11 minutes a day

(ComScore)

3m consumers scan QR codes every month

(Mediacom)

In 2011 worldwide mobile payment volume revenues reached $86bn up over 75% year on year

(Gartner)

50% of the UK population will have a smart device and 94% of smartphone owners will use the internet by the end of 2012

(Neilsen)

29% of smartphone owners use their devices while they shop

38% of shoppers use their smartphone for price comparison and also shop on their phones

 32% read online product reviews and 24% look for online coupons

(Neilsen)

88% of people check their emails via a mobile device every day

(ReturnPath)

I use my phone for any of this stuff and the battery is dead by lunchtime!!!!

(Me)

Please feel free to share this...

Mobile Consumers Want Local Information and Fast!

Figure 1

Mobile Consumers wanting Local Information and Fast are some of the key take outs from the Keynote Systems 2012 Mobile User Survey

The report is interesting in that it highlights the top activities that smartphone users undertake on their phones.

The Top 5 include ( see Figure 1)

1. Access local information
2. Search for information
3. Participate in social media/networking sites
4. Read news and entertainment
5. Find local services

 Surprisingly according to this survey, playing games and checking emails is down in the other section.

The main difference between Smartphone users and Tablet users was that the former were more likely to want to access local information ( probably as they carry their phones out and about more often), while Tablet users were more likely to use it for entertainment ,eg watching videos.

Whatever information they are trying to access, one key factor is load time for the website. Slow response time is a key frustration. This is the case for both users who are mobile or who are sat at their desks using a PC.

After all, there is nothing worse when having a conversation than waiting and age for a response!

The report pdf is available here

Reasons To Go Mobile Infographic

10 Reasons Why You Need a Mobile Site Infographic by AD:60

Random QR Sunday - Plus Infographic

As this QR Code appeared on the back page of the Metro newspaper and I was obviously scanning with my phone, it's good to see that I'm being directed to a mobile site

And if you're looking for more reasons as to why you need to have a mobile site, look no further than this infographic

10 Reasons Why You Need a Mobile Site Infographic by AD:60

Deloitte UK Mobile Consumer Survey 2012 Infographic

Deloitte Technology, Media & Telecommunications presents the Mobile Consumer Survey 2012

Combating 'Showrooming'

'Showrooming' has become commonplace in particular with retailers with high ticket value items on sale.

'Showrooming' refers to the way in which consumers are going into bricks and mortar stores to look at products  but then looking for a deal online, possibly with another retailer.


Wikipedia defines it as


Showrooming is the act of examining merchandise in a brick and mortar retail store without purchasing it there, then shopping online to find a lower price for the same item. Online stores often offer lower prices than brick and mortar stores because they do not have the overhead cost


I recently talked about a report that highlighted the fact that 53% of store purchases are not completed because of mobile phones. The New York Times ran a report that claimed 39% of Amazon book buyers had actually checked out the book in store first ( guilty!)


This is an interesting graphic from the Wall Street Journal on some retailer responses





It would seem that the Walmart idea of encouraging store staff to suggest customers look at Walmart.com for items they can't find in store is one worthy tactic. Conversely, as I highlighted in my post about Burton ( We've made shopping easier for you ) the other day, the e-commerce site actually tries to find stock in a local store for you if they don't have it online!


There is an interesting piece on Mobile Commerce Daily about how London Drugs ( in Canada, not London) are fitting Pads into their stores and providing free wi-fi to encourage cosumers to both find product reviews as well as check prices.


Their spokesman said, 


“If customers want to do a price comparison, we are inviting store associates to help them with that. We feel pretty confident about our price position.”


Whats obvious is that where price cannot be matched, the the retailer needs to provide a unique experience that also provides some value.


This may very well be in the form of unique products made specifically for them by the manufacturer, or free deliver for in-store purchases etc


There is an interesting interview in Adweek which talks about this with Laura Davis-Taylor from Shopwork and in particular this Q and A


How are marketers transferring the principles of physical retail into digital and mobile environments?
It’s the opposite. It’s about how are we bringing the mobile and digital into physical? As a shopper if I’m used to going to ‘x’ brand online and it says ‘Hi Laura, Here are some things for you, some prices and promotions just for you. And hey, thanks for your loyalty—here’s a little gimme.’ I want that in the physical store too.


Of course helping the customer with their decision making is another key tool in retailers armoury, whether that be with the provision of product information, ratings and reviews, or even digital fitting rooms if the real ones are busy, possibly with Social share capability ( nice little article in the Daily Mail a while back on this)


Although, at some point soon we'll never have to leave the living room

We've Made Shopping Easier

Burton recently made some improvements to the customer experience when shopping on line with them.

1 - Chances are you've come to the Burton site to do some shopping, so why would the brand want to make it difficult for you to do the thing you want to do?

Some of the ugliest sites on the web are actually the best at what they do. Think Amazon, Google, Facebook.

As Gerry McGovern stated at the Fusion Marketing Experience event I attended last year, 


Ease of use is a tsunami ripping across the world. It is no longer a nice phrase, a nice to have. It is a vital necessity. If you don’t make it fast and easy you lose customers. Fact. The easier you make it the more customers you win. Fact. 

2 and 3 - yes we live in a digital world, but that doesn't mean we can ignore the physical world either. I often combine the digital and physical in my shopping experience to the extent that I order on line and pick up in store as that's convenient for me. In some instances I've even used the delivery locks used by both Amazon and Figleaves ByBox.

4 - Mobile is everywhere and if I am in desperate need of a pair of Burton carrot jeans then  giving me a simple , easy to use mobile site is key. According to this infographic from HighTable, 1/3 of consumers now cite mobile as their preferred shopping channel.


 

5 - With most of taking more notice of our peers than brands, ''25% of consumers trust advertising, while more than 90% trust peer reviews'' (Edelman) and the e-tailing group stating that  ''Customers Reviews, Q&A, and Community Forums were the top 3 social tactics, respectively,that consumers say have the greatest impact on purchase decisions'' ,it make sense to add this functionality to the site. One of the real factors in Amazons success is the way they have used Ratings and Reviews to really help the consumer in their purchase.


I for one welcome all this good work by Burton, although I'm not sure I'm not going to be tempted by those shorts.

In-store Purchases Stopped because of Mobiles

A new study from the Interactive Advertising Bureau in the US says that 53pc of mobile users stop an in-store purchase because of their phone.

The stat was lifted from www.mobilecommercedaily.com and although US centric I'm sure it's a factor here in the UK.  Indeed I can say that Foyles at St. Pancras Station in London loses most of my book purchases because of my Amazon app.


But it strengthens my belief that a multi-channel experience is key or retailers  . This is not something that will go away, so retailers need to face up to it and think about the reasons why the purchase was stopped


38 percent have done because they found a better price in another store,  
30 percent because they found a better price on line, 
- obvious pricing needs to be competitive but how can the overall shopping experience be improved or even tailored to the individual. What do you need to do to get that sale?


21 percent because they found a better item on line, 
- why don't you have that item in store or available on your e-commerce site?

11 percent because they saw a negative review,
- so surely you knew about the negative reviews? and what about offering alternatives?


11 percent because they could not find information on the product they were planning to purchase.
 - ever thought of QR codes on your shelves to facilitate research?

You Can Lead a Horse to Water....

I'll playback pretty much the conversation I had this morning when I answered my mobile phone to someone from T-Mobile

Me : Hello

T-Mobile :  Hi, this is xx from T-Mobile, how are you?

Me : I'm thanks you?

T-Mobile : I'm well thank you for asking. I'm ringing to let you know about some offers you are eligible for as a T-Mobile customer

Me : Err..I cancelled my T-Mobile contract about 2 weeks ago, in fact my final bill just arrived this morning

T-Mobile : Oh yes I can see that here. Can I ask why you left T-Mobile?

I assumed that was a rhetorical question

A Small Town in the UK Talks Multi Channel

A report this morning on the BBC News ( captured here on BBC.com ) gave a small snap shot of how this year’s Christmas shopping even in Newark, will be multi channel. The report highlights how one estimate puts the number of orders per minute today in the UK at 3,300 with over 25% of all sales this Christmas going on line (Centre for Retail Research), and a fair chunk of that being via Mobile.

In fact, Chris Simpson, chief marketing officer at Kelkoo , said: “Online spending is showing no signs of abating, and is mounting a real challenge to the dominance of the high street which, for third year running, is expected to see a decline. Internet sales across the UK are set to be more important than ever, with consumers spending record amounts online, and online commerce acting as the primary driving force for overall retail growth during the festive season.”

Some of those interviewed in the BBC piece talk about the convenience experience of shopping at how, especially during bad weather, or for those with more pressing duties e.g.: looking after small children. Part of this convenience of course is about being given relevant messages, through email and on the website. Hopefully reflecting the consumer’s demographic profile, as well as their transactional and behavioural profiles. Indeed, as John Lewis is now showing these messages can be given as shoppers walk past the store with their clever use of QR codes

Experience goes all the way though the buying process

But that’s only the beginning. Experience goes all the way though the buying process. Gerry McGovern, one of the great speakers at Fusion this year talks about the importance of Ease of Use in this blog post.

And of course he is spot on. We spend so much advertising money on the message and content that we sometimes forget about the consumer and who they really are. Normal people with children in the room who want feeding, entertaining, nappies changing! These are real Tasks we have to contend with.

Gerry talks about Content. Well we as marketers in this Social World always want to view Content as amazingly tailored emails, entertaining videos that everyone will want to share, photos of our products for us to post.

I would argue that content that makes consumers easier is just as important.

- The Ratings and Reviews content on our website that consumer decision making easier and more confident

- The content of the confirmation email telling consumers that they have bought something and it’s on its way

- The text content from the delivery company confirming that the delivery will take place between 9.34am and 10.34am ( he actually turned up at 9.55am)

And that delivery slot information is important, because as the BBC report highlights, some people actually want to go out into the real world to enjoy the atmosphere of Christmas shopping, and see the products themselves ( as discussed by the CEO of Dixons ) If I know the delivery is taking place at that time, that means time for lunch and some afternoon shopping out in the cold where I’ll probably use my mobile to shop even more!

Another Reason for the Mobile Wallet

Phygital* - Will The Real QR Code Please Stand Up

A read an interesting piece from Adam Hutchinson the Lead UX Architect at EHS4D ( in fact there he is sat 10 feet away from me), on the value of QR codes.

Adam argued quite legitamately that 'for all their wizardry, they are currently being used in exactly the same way as URLs. That is, to link to a web address'


And indeed in the majority of cases that's right. eConsultancy did show, however, some really clever uses in a recent article, my favourite being the one below





The jury is still out in particular as QR codes penetration is still quite low although recent experiments by broadcasters such as the BBC could very well increase awareness. The BBC One TV Program ''The Good Cook'' now has QR codes on screen to allow you to access recipes from the show.




Danny Cohen, Controller, BBC One, says: “I want BBC One to lead the way with interactivity and technological innovation so that we can keep engaging audiences in new ways. I hope viewers will find this experiment with QR codes to be a simple but useful tool to help them re-create the recipes they see on screen.”

But of course as soon as one technology is in the consumers hand, another one takes another large step forward. Why stop at black and white boxes when actually the object itself ,once plastered with a QR code, becomes the tag itself. Check out the video


>
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*Phyigital belongs to those clever people at Momentum

An A to Z of eCRM - M

M is for Mobile

We should stop asking ourselves if this is the year of the mobile. It is the era of the mobile. The growth of mobile as an established media channel will continue. 

It has been described as the new form of mass media, but is actually a real opportunity for one-to-one engagement on a local level.

But let’s not assume that it’s just phones...it’s all connected devices, from the latest smartphone to the soft drinks vending machine that tells the distribution company that it needs restocking.

Mobile for the consumer really helps define the age of

Click and Do 

Click and Know

Click and Say

Click and Buy

The Age of Mobile

We no longer contact you AT HOME

We no longer contact you AT WORK

We contact YOU



Wise words stolen from Rick Segal