When we heard that the Technology For Marketing & Advertising event was taking place in London this week, we immediately cleared our schedule (well, we freed up our Wednesday afternoon duties at least) for this golden opportunity.
Packed with an impressive exhibitors list and education programme featuring some of technology’s leading brands, TFMA offers the chance for like-minded tech marketers to pick the brains of industry experts as well as the chance to sample the latest products and services.
But with only an afternoon to cram in as much knowledge as possible, it was time for us to pick up our passes, avoid the temptation of the free popcorn and candy floss, find our designated seminar (not necessarily in that order) and learn from the best – so without further ado, here’s the highlights from our time at TFMA:
The Role Of Mobile In Your Multi-Screen Strategy (presented by Raja Saggi, Head of B2B Marketing, Google)
Outlining the agenda for this seminar, Raja covered three main points:
- Optimising for the Multi-Screen Consumer
- Measuring for Success
- Mobile Site Showcase.
We live in a world that is more mobile-centric than ever, with smartphone usage doubling in two years to the tune of over 60 per cent. People use their smartphone everywhere: 78 per cent use it on the go, 80 per cent at work and 82 per cent in stores. And guess what? We’re so dependent on our mobiles that 67 per cent never leave the house without it!
Raja also points out what we use our mobiles to shop for:
At this rate, the need for mobile and tablet will soon exceed desktop usage – but the question is, how will it do that? Will desktop traffic decrease or will desktop growth decelerate? Raja highlights that desktop conversion rates are still going up, as users often come to desktop when they are ready to make their final purchase. However, not being found on mobile risks not being looked for on desktop and delivering users to a competitor.
Interestingly enough, Raja remarks the fact that “people are using their mobiles far more often to do their research than for the final click and buy”. One slide in particular details ‘A New Way To Think About Usability: “The Mobile 7”’:
- Homepage & Navigation. Bounce rate needs to be at a minimal, while the most popular links should be moved to the main screen
- Landing Pages. Time spent on page: on desktop the answer is almost always long, on mobile short
- On-Site Search. Search is hugely popular on mobiles – but bear in mind, people look for different things on mobiles than desktops
- Product/Offer Pages. While not all conversions on mobile are transactional, many are still hugely valuable – so ensure you demonstrate user intent to engage with your brand more deeply. Phone calls, store lookups, app downloads, wishlist additions are all examples of non-transactional conversions
- Registration, Checkout & Conversion. Use Google Analytics to track where your traffic is heading or ‘leaking’ to note any problems during this process (e.g. do any error messages appear?)
- Accommodating Multi-screen & Multi-channel experiences. Be aware of different factors such as lead generation, calls to business and user engagement affecting the different platform experiences (did you know that 15,000 people clicked ‘Get Directions’ from your mobile ads between 4/2/2014 and 5/2/2014?)
- Mobile Hygiene. Speed matters – even more on mobile!
Rounding up the session, Raja talked about well-known brands who were doing well with these different factors – from the landing page of rentalcars.com offering a clean page with ‘city’ pre-populated based on search query to the Crate and Barrel site giving customers the chance to check if a product is available in-store as well as their nearest store locator.
Lastly, Raja left us with these following actions – so, how many of you will be implementing Google’s Mobile 7?
Data: The Ugly Baby Of Multi-Channel Personalisation (presented by Matthew Kelleher, COO, RedEye)
Before the presentation even started, we had a VERY good feeling about it – there’s just something about a bag of sweets that really ignites our interest in tech marketing (as we’re sure we can all agree on):
Kelleher started his speech with a quote he found on Marketing Week (24th February 2015):
“Why aren’t more marketers using personalisation? A large number of marketers have no strategy for personalising their communications even though it delivers clear returns.”
Several businesses are realising the importance of data to drive more relevant and engaging communications – but how can clients deliver an effective omni-channel experience? He details that before even considering the information needed to develop an effective multi-channel personalisation strategy, the first task is to review the building blocks of that strategy:
- Data Collection
- Customer Data Platform (CDP)
- Segmentation and Analytics
- Creating the ‘Customer Experience’
Above all, data analytics is absolutely crucial in “delivering insights and actionable information and that predictive analytics are the goal for forward planning businesses.”
So where do we get our data from?
- Loyalty Cards
- Contextual Data
- Call Centre
- Syndicated or 3rd Party
Kelleher presents an example of a typical shopping journey using cross device tracking:
Once you’ve recognised the available data that you’ll be implementing in your multi-channel personalisation strategy, the next step is to complete your data strategy. Create a map detailing your marketing needs and goals with your available data, zone in on any gaps in that data and look for ways to fill these gaps. Then you’ll need to identify where to store this data in a way that can be readily available to your channels, as well as working out how you can enable analytics to gain value from your information:
“Data is the starting line and the fuel for your strategy, without data there is no personalisation.”
What we learnt
It’s fair to say we learnt many a valuable lesson during our brief time at TFMA – from the important variables of conducting effective mobile and desktop experiences to understanding the significance of an in-depth assessment of data in multi-channel personalisation. However, we also learnt that a bag of free sweets is critical in keeping sugar levels up – and we’ll definitely be going back next year for more (seminars, and maybe sweets).
Did you attend TFMA 2015? If so what were your favourite sessions? Share your experiences with us in the comments box below!