#fashionconnect Mobile – More than just this seasons fashion Neil Ranatunga Head of Mobile, Tradedoubler

#fashionconnect Agenda The mobile opportunity Constructing a mobile strategy Future Developments

#fashionconnect Habemus Papam

#fashionconnect The Mobile Opportunity More than 30% of all page views are from mobile and tablets 20% of all online sales were driven via mobile Christmas 2012 mobile web is set to overtake desktop internet at some point this year Ebay aims for $20 billion mobile sales in 2013 Google stated in 2011 that The future is mobile Facebook stated in 2012 that we are a mobile company

#fashionconnect IMMEDIACY SIMPLICITY CONTEXT

#fashionconnect Developing a mobile strategy Mobile website versus mobile app Responsive design? Tablet site Content Page load times Tracking Cross device user journey – Vouchercodes – Cross device shopping basket

#fashionconnect M-Affiliate – the basics Mirror wider mobile strategy Get tracking in place Remove points of leakage – interstitials, phone numbers etc Build good relationships with your mobile team Bring mobile into wider marketing strategy For multi-channel retailers – know where budget and targets sit Acknowledge that mobile is different

#fashionconnect 57% of top 100 UK brands have a mobile site, up from 37% six months ago 88% of the top 100 global brands have an app in the App store MOBILE SITES APPS INTEGRATION Omni-channel, geo-targeting and creating immediacy

#fashionconnect

Retention on a CPA

#fashionconnect Consumers are less likely to spend time shopping online during good weather Sales for utilities providers increase as the mercury falls Using Context to your Advantage

#fashionconnect Short term forecasting (up to around 10 days) is fairly accurate Data from Met Office allows you to plan for and analyse influence of different weather patterns Product promotions based on good/bad weather. E.g. umbrellas when rainy weekends planned or dynamic creative showing hottest holiday destinations in Europe Using Context to your Advantage

#fashionconnect Targeting by time Purchasing habits vary significantly by device Tablet purchase usage spikes in the late evening. Buying in bed?

#fashionconnect Device Fragmentation

#fashionconnect

67% of people have used multiple devices sequentially to shop online - Google Traditional cookie-tracking methods will prove insufficient Companies starting to use probability-based algorithms to provide cross-device matching solutions Leverage CRM Fingerprinting

#fashionconnect How? companies that committed early and emphatically to digital technologies outperform their peers by 26% in profitability MIT Center for Digital Business

#fashionconnect Questions?