I recently spoke @nfptweetup with Max (and help from Yvette) about the UNICEF own a colour project. Here’s the slides for anyone interested.
To see with speaker notes please view here and use the ‘actions’ option.
Category Archives: analytics
maximising mobile marketing – @Brandrepublic conference
Last week I attended a conference on maximising mobile marketing. I tweeted. A lot. Here’s the best bits.
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“#brmobile over 1billion in bets through mobile says @betfair speaker – people using dead time
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First speaker… Comscore
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“40% consumers use mobile when see an interesting ad – even if not a mobile ad #brmobile
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“10% of UK smartphone users (4.7m) accessing mobile banking now #brmobile
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“Don’t forget SMS – it can give significant response 1.9mil out of 19.9mil #brmobile
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“July 2011- 2.9mil scanned a QR code – mostly for product discovery #brmobile
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“3 takeaways from comescore-1.Mobile growing rapidly 2.consider carefully the audience you want to reach 3. don’t get left behind #brmobile
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Next speaker… Expedia
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“80% of apps less than 1000 downloads (consumer healthcare). Less than 1% branded apps pass 1mill downloads #brmobile (Deloitte research)
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“. @expedia decided not to silo mobile with a specific mobile person. Had mobile champions but integrated into core business #brmobile
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“4mil monthly mobile visitors to @expedia mobile, and it’s not cannabalising website bookings #brmobile
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Top tips for creating a mobile experience from @expedia #brmobile http://lockerz.com/s/154325602
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“Community/ gaming layer, local immediacy layer, social layer, self-service layer – the components of @expedia mobile experience #brmobile
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Next speaker… Weber Shandwick
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“Intent vs Content: @jamesdotwarren discusses the results of WS’s #smartmarketing report at #MaximisingMobileMarketing conference #brmobile
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“Mobile mkg = teenage s*x. lots of talk, not much doing, and if doing the doing is not good. #brmobile
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“44% of people feel naked without their smartphone. 36% changing way think and interact with products and services #brmobile
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“Search lifecycle- desktop 30day journey search to purchase, 1hour on mobile! #brmobile
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Next speaker… Sky
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“Sky have over 1m people viewing live tv via mobile devices every month #brmobile #skygo
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“23% of online time is spent on mobile. If you work in digital you should spend at least this on mobile too #brmobile
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“3 screen strategy is core @sky. From content build through to advertising – becoming agnostic to a degree #brmobile
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“‘integrated marketing is the output of an integrated business’ Tim Hussain, Sky #brmobile
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“Ultimately it’s still about single consumer view. Just multiethnic touch points and screens #brmobile
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“Mobile USP to a campaign- it’s personal, it’s a second shadow (always there), it’s immediate, it’s feature rich #brmobile
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Next speaker… Autotrader
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“Used 4m mkg strategy- Mindset:test,learn,iterate. Method:awareness,education,trial. Mix:mobile,ATL,partners,autotrader. Msg. #brmobile
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“Bounce increased by 20% when off season. They hit saturation with their activity. Too much share of voice #brmobile
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Maturing the mobile strategy from autotrader #brmobile http://lockerz.com/s/154340838
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“300k year 1, 500k year 2, 1mil year 3, next years target is 2mil mobile users of autotrader #brmobile
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Next speaker… Pizza Express
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“Now up- pizza express: In oct 27% of all traffic to pizza express sites came from mobile #brmobile
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“Optimising for mobile search by creating restaurant pages for local sites. To avoid bouncing people into a location search #brmobile
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Next up a panel discussion
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“panel with @nicholascumisky – says don’t forget Nokia is still biggest handset producer #brmobile
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“French connection fail – build an app before a m.site and it didn’t work. So now building one. Doh! They needed proper analytics! #brmobile
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“HTML5 offering new innovations. Yodel mobile working on an interactive ad unit for the reader Kobo #brmobile
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“Unilever lynx case study means they now see mobile as a horizontal not just an add-on. They ask how mobile can extend the story #brmobile
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“3G vs 4g question is diluted by fact that huge amount of mobile connectivity is via wifi. Cloud is on the rise instead of apps #brmobile
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“By 2015 estimated 1.5bil mobiles will have NFC built in. Perhaps some will be dormant – but it’ll be there #brmobile
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Next speaker… Debenhams
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How @debenhams see mobile in their business strategy #brmobile http://lockerz.com/s/154371429
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“mobile providing link between channels as always on @debenhams #brmobile
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“700k downloads, £3mil sales, over 1/3 use @debenhams app repeat times #brmobile
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“Use push notifications when people close to store – result in 67% app open #brmobile
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Next speaker… WWF
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“Goal to increase fundraising by £1mil so @wwf targeting countries where mobile already surpassed desktop use #brmobile
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. @wwf sms conversion case study – Austria 2007 #brmobile http://lockerz.com/s/154377697
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Text num on @wwf street team shirt low rsp but ‘text facing’ good #brmobile < note @UNICEF_uk pic http://lockerz.com/s/154379603 http://lockerz.com/s/154379620
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Next speaker… FT.com
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“Mobile users 20% of FT traffic, 30% page views from mobile. Overall 4mil reg users, 250k subscribers #brmobile
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“15% of subscriptions direct from mobile. Mobile users twice as likely to consume content at wkds #brmobile
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“Last year FT kept launching apps in response to market. But not sustainable. And then apple changed subscription payment journey #brmobile
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“So took a risk – June launch of HTML5 site – within a week 100k downloads so removed apps from iTunes #brmobile
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“Big marketing benefit – can send people straight to content in web app. Not to an iTunes download page #brmobile
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Next speaker… Visit Britain
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“First Mobile @visitbritain app in 2008. Too expensive but learnt. 2009 next app learnt need PR to have app found. #brmobile
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“Found more success by tying in mobile to bigger picture – overall digital and marketing strategy rather than just a silo app #brmobile
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“Love UK @visitbritain app used Facebook places. Users 50% more likely to buy and 20% had bigger basket value #brmobile
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Last speaker… Barclays
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Mobile payments and services @barclays #brmobile http://lockerz.com/s/154395549
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“Big challenge is awareness and education about mobile payment options #brmobile
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“Digital wallet is not just a replacement of physical wallet-bump you phone to share money-identification is key #brmobile
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Mobile wallet should do more than your usual wallet – @barclays ideas here #brmobile http://lockerz.com/s/154397648
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Parting thoughts …
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“Fair to say native apps haven’t fared well at todays #BRMobile conf- scope for them certainly- but mobile internet has more potential
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“#smartmarketing #brmobile ROI anyone? 80% of branded apps get less than 1k downloads
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“Great loyalty case studies on Starbucks and Pizza Express. Shows what can be done with mobile loyalty. #brmobile
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“Very thought provoking day at #brmobile mobile marketing conference. Glad to see we’re not alone in our barriers
what should your bounce rate be?
I’ve been pondering bounce rate. Bounce rate is when someone visits your site but then quickly exits without clicking into any other page. It’s natural to aim for the lowest bounce rate possible. Low bounce rate generally means a more engaged audience.
At the British Heart Foundation our bounce rate is currently around 40%. But this has been playing on my mind since a committee member from a well known commercial brand said they thought it was high. What should charities be aiming for? and is it really a bad thing to have a higher bounce rate? why might commercial and charity sectors differ?
According to my quick twitter poll 40% is similar to other charities, one person even said for their health professional information bounce rate is more like 100%. Taking a quick sweep of the internet – advice seems to be that 40% – 65% is an acceptable average range.
But having a high bounce rate can’t always be a bad thing. There are some cases when you probably want people to leave your website right away – say when you have some sort of affinity deal with a corporate partner, or if you’re signposting to another charity who offers services you don’t, or serve an audience you don’t support.
So why would commercial and charity sectors differ (if they do)? Well perhaps people who go to commercial brands are generally looking to build their trust in the brand a little bit more than they might be on a charity site. Or maybe commercial sites are not designed to meet people’s goals quite so well / quickly.
I’d be really interested to hear other people’s thoughts and any additional bounce rate benchmarks anyone is willing to share.
One thing’s for sure – if you’re not monitoring your bounce rate, you should be!
laila takeh thoughts on my everyday 