Mobile, Mobile, Mobile!

Does anyone remember in the Brady Bunch when Jan would whine, "Marcia, Marcia, Marcia!"  In present times if Jan were in e-business, she'd be crying "Mobile, Mobile, Mobile!" and for good reason!

My first news of the day hit my inbox and it wasn't that big of a shocker. Nevertheless, it was still interesting.  eMarketer Daily's headline "Thanks to the iPad, iOS Holiday Mcommerce." 

iPads accounted for nearly half of mcommerce sales.  Larger screens on tablets, responsive-designed sites & fewer clicks to conversion are reasons I shop with my iPad.  I'd like to shop more on my phone, but sometimes it's more difficult to complete the sale as the purchase path is clunky on the phone, compared to the larger screen.

Here's what the article states:

IBM data released earlier this month also showed tablets beating smartphones for holiday sales share—at 13.4% vs. 9.1%—as well as conversion rate, average page views and average order value. However, there was one place where smartphones won: traffic. The smaller mobile devices drove nearly one-third of US holiday retail ecommerce traffic. Still, mobile has yet to overtake the traditional desktop for holiday online shopping. PCs accounted for 54.8% of traffic and generated 77.3% of sales.

Even bigger news today came from Amazon & their new "MobilePopover" release.  They're testing this with a few publishers  & you can actually demo this yourself on your smartphone:  http://bit.ly/1FPjVns 

Similar to Skimlinks & VigLink, Amazon's mobile-only service will sweep content pages for verbiage/phrases & will display an appropriate popover related to the product which would give the user information like star rating, price & Prime availability.  I have a screenshot below from their demo link.  I found the ad not super annoying, however, the close button could be bolder or larger.  Or, how about an option like "don't show this again" or "show me more product info?"

Here's what PerformanceIN says about the new Mobile Popovers:

Mobile Popover ad here

If Amazon is to get retailers on board with its new feature for affiliates, it will face competition from an eight-year veteran in Skimlinks and the slightly younger VigLink, which also provides content-driven ad solutions for retailers such as Nike, eBay and Nordstrom.   
Commissions earned on Mobile Popovers have not been disclosed. But given that Amazon retailers only pay out a maximum of 10% on premium product categories, and a minimum of 4%, there is a degree of guidance on offer. A move across to mobile affiliate offerings makes perfect sense for a company looking to build from a hugely successful year for business in this area.   According to the company’s holiday report from 2014, purchases made on mobile devices over Christmas accounted for nearly 60% of all products sold. This was particularly the case on Cyber Monday, Amazon’s biggest day for mobile shopping, as the platform saw 18 toys being sold every second through smartphones and tablets.  

Mobile, Mobile, Mobile!

In-Store Mobile Use

Shoppers would rather look up info on their mobiles than talk to store personnel

I read this article on eMarketer's site this morning.  The author writes:

When shoppers are ignoring in-store personnel, they’re far more content with the information they dig up on their own than product display or sales literature out on the floor: Nearly two-thirds of respondents felt that the information they gathered on their mobile devices was more helpful than in-store info gleaned from product displays or sales lit.

One thing is clear: Consumers still value customer service, but the way they want it delivered is changing with their consumption habits. As the retail path to purchase changes—mobile is now a significant part of the process, especially for researching on the go and even in-store—so do consumers’ preferences for how retailers connect with them.

In a study by the Consumer Electronics Association (CEA), more than half of shoppers (58%) said they preferred to look up information on their mobile devices while shopping, rather than talk to an in-store employee. This was especially true among shoppers between the ages of 25 and 44 and among men. 

From my own experiences, I like to ask in-store personnel "Where can I find this product?" or "Is this on sale?"  But when it comes to "How well does it work?", I find consumer reviews are more influential to me.  I'm definitely an in-store mobile user.  For me, in-store customer service is more about logistics rather than recommendations.

The article ended with:

However, retailers should not be fearful of mobile use in-store. While some may be show-rooming, a Deloitte study found that mobile devices used before or during in-store shopping trips converted or helped to convert nearly $600 billion in US in-store retail sales in 2013, or 19% of total brick-and-mortar sales. The more informed the consumer, the more comfortable he or she is with pulling the trigger on a transaction.

Understand the principles of relevance & personalization

I just read this thought provoking article on PerformanceIN titled "What Chief Marketing Officers Should Prepare for in 2015".  The author, Mark Flaharty, writes CMOs are becoming more data-driven each year.  

With this data, they are more focused on technology & performance.  Flaharty's first point states:

1. Understand the principles of relevance and personalization For marketing executives, the most important aspect of first-party data is the relevance achieved by using it. Brands have a wealth of data on their existing and prospective customers and can use this data to forever enhance and maximize their customer engagement and interactions.

I agree & go further to say brands have a wealth of data on their existing and prospective customers & can use that data, integrated into their performance / affiliate marketing programs, to better compensate their publisher sellers.  

For example, let's say Publisher A is highly effective in sending customers who purchase high value products.  Publisher B is also effective in sending customers who purchase mid value products.  When the brand incorporates their own meta data into their performance marketing platform, they actually see this:

• Publisher A sends existing customers who purchase high value products, from which the brand earns a lower margin on each sale, but customers who come back often.
• Publisher B sends new customers who purchase mid value products, from which the brand earns a higher margin on each sale, but customers who come back less often.

ExactView Insights

Should Publisher A & B be compensated differently?  Does one publisher drive more value for the brand? Should Publisher B earn a bonus for driving higher margin sales?  Can Publisher A be better compensated for driving new customers, rather than existing customers, as an incentive?

The answer to these questions is in the meta data. Smart marketers will know what is best for them, provided they are using the right technology & tools.  This is what my company's product, ExactView, allows marketers to do.  It also allows publishers a clear view into their performance, so they can earn more by driving better value, according to what the brand determines is important. 

Traditional sales reps from companies are regularly paid higher commissions for bringing in new business & often earn different comp for renewing business.  Why should it be different in performance / affiliate marketing?  By creating closer ties with top tier publishers, brands are better able to make them more of a partner in the sale, where they can grow their programs through optimization & at scale.  

Affiliate Summit West - Las Vegas

Hundreds of marketers will be in Las Vegas next week for Affiliate Summit West at the Paris Hotel.  It's a great place to visit with old colleagues & make new industry connections.  I'm looking forward to seeing the Performance Horizon Group team & meeting new people in our industry, from merchants to publishers to vendor partners. PHG has team members arriving from London, Sydney, New York, Chicago, San Francisco & all across the USA.  

In anticipation of the conference, I have been reading Missy Ward's blog & really enjoyed her post on networking.  You can read it here:  Practicing your ABCs at Affiliate Summit West.

It is difficult to network with folks who don't know you, or who may not be familiar with your company. But being friendly & open to conversations is the start.  Not everyone you meet is a "prospect", they're just people like yourself!  It's nice to say hi, where are you from, what do you do just to get to know each other.  Usually within a few minutes, it's clear you have a few friends & colleagues in common.  

Also, not everyone you meet will be able to do business with you, and that's OK.  It's not about finding someone & closing them on the spot, as Missy writes.  Rather, it's best to meet people, learn about their business & remain open to ongoing conversations.  Even if you or your company's products are not a good fit for someone, you may be in a position to recommend something different to them in the future.  That positions you as a problem solver & you'll be remembered in the future.

Thanks for the post, Missy!  I look forward to meeting new industry contacts at the show & getting to know them in the future.  That's what makes for good business for all.

Question: What is faster than a cheetah?

Here's a list of 10 super fast animals.  But guess what is faster than all of them?

.855 seconds - boom!

Answer:  Sears.com mobile site!!

Yes, the Peregrine Falcon is fast (it can fly, after all).  And the Cheetah, well we know that feline is super-duper fast.  



But, according to InternetRetailer.com, Sears mobile site was lightening fast!!  .855 seconds load time.  BOOM!  




Just like Ricky Bobby says, "If you ain't first, you're last!"





From the article on InternetRetailer.com:


In a study of the response time of the 50 retailers’ mobile commerce sites, Sears Holdings Corp., Costco and Office Depot Inc. topped Dynatrace’s holiday list for the period of Nov. 22 and Dec. 22. All three posted average mobile load times faster than 2 seconds, at .855, 1.551 and 1.874 seconds, respectively.


The faster load times on mobile devices is explained in part by the controlled nature of the mobile survey, as the phones were in an isolated environment with no programs running in the background, Dynatrace says.


Optimizing a mobile site can make a big difference, Jones says, and one way to do that is to limit connections to other web servers. The fastest mobile sites connected to an average of five third-party sites, compared to 22 for the slowest sites. The worst smartphone load time was 17.871 seconds.


Jones also says that as 4G has become more popular mobile users have gotten less patient with poor performance. He points out that the Harris Poll survey revealed 80% of consumers say that they will abandon a mobile app or web site if it is buggy, slow or prone to crashes. Consumers on smartphones, Jones says, now are“just as demanding as anyone sitting in front of their laptop.

What is your KPI for success?

I enjoyed this article, written by Benny Blum, from MarketingLand.com.  His article is titled 

What’s Your Marketing Success Metric?

Benny writes about how teams within a company measure success differently.  He stresses the importance of all departments working together: sales, marketing, operations, etc.  Benny goes on to ask "Does the same symbiotic relationship exist within the marketing team?"

Benny provides a clear & simple example of how a team could declare a campaign a success or failure.  What if the campaign resulted in a substantial increase in visits, but conversions dropped considerably?  Does the brand marketing team call it a success, while the site content group takes the fall because of the conversion drop?  He writes:

In reality, the time series analysis is like comparing apples and oranges. The true measure of campaign success should be investment relative to attributed revenue. If the associated sales drove more net revenue than the cost of the promotion, then it’s a win.

New Year's News Mashup

These are some good articles I'm reading this morning.  Mostly a post-mortem of the 2014 holiday shopping season.

The first one is from Internet Retailer.  The author writes about StellaService, a company that measures data points around customer service, and how major retailers were aggressive in their last minute shipping before Christmas offers.  Winners:  Apple, Dell, Nordstrom and Zappos each offered consumers the chance to order items up to December 23 for Christmas delivery.  StellaService reports that all four retailers delivered packages by Christmas.  I see that free shipping, as well as urgent last-minute shipping, often seals the deal for online shoppers.  

Also from Internet Retailer, an article on e-commerce  sales up 8.3% on Christmas.  Ho Ho Ho!  So while we were opening our presents, sipping the egg nog and watching football, we were also shopping.  Perhaps we were spending all the gift cards received in our stockings?  The author writes: 

Consumers kept shopping online on Christmas Day, increasing U.S. e-retail sales by 8.3% over Dec. 25 last year, IBM Corp. reports today via its IBM Digital Analytics Benchmark, which tracks data from 8,000 retail clients. The IBM report does not estimate sales in dollars.

This last article was written in November from Forbes & the author writes about online marketing trends to watch for in 2015.  I bookmarked it a while ago & am
re-reading it now.  I agree with his #5 prediction:  the lines between SEO, content marketing & social media will become more blurred.  I also go further to say each could be measured, tracked & evaluated within a consistent platform to continue to drive high value sales.  By harnessing the data, both on the back end from the retailer as well as from the transaction itself, marketers will gain the proper insights as to what is most effective in closing the sale, who contributed to the sale and, ultimately, the true value of the customer and their sale.  

So re-load your coffee cup & enjoy these articles!  I sure did.