A year ago, Procter & Gamble’s chief brand officer Marc Pritchard gave a one-year ultimatum to its digital advertising partners stipulating that they clean up their practices and play by P&G’s rules or risk losing lucrative 2018 money from the US largest advertiser.
THE FRENCH MOBILE LANDSCAPE
LenouvelEconomist run two months ago as a headline, that we moved on to the « Mobile moment ». In fact, Google announced last September that mobile queries had exceeded those made via desktop over the summer 2017 in France.
French actors are clearly lagging behind in terms of brands leveraging mobile to increase conversion but the wind is shifting rapidly and they are on their way to catch up. The main updates and fields of improvement are around increasing the page load times, investing in accelerated Mobile Pages provided by Google, adopting mobile first contents, etc.
On this matter, according to Thomas Husson, analyst at Forrester, this revolution is not only about « a change in mobile usage » but more widely, it is an « evolution of consumers’ states of mind » who want to receive services in real time to satisfy their demands whenever they feel the need for it. In terms of improving customer experience and enabling brand loyalty, he adds that brands should properly perform upstream measures to evaluate the full value of mobile driving in-store traffic, as 85% to 90% of the transactions are still made offline. That is why collecting contextual data link to consumers is key in order to anticipate their needs.
Another key milestone coming this year is the launch of Google’s mobile first index which will impact your overall mobile marketing strategy.Will it become your new SEO Bible? In any case, it will change the whole search result experience giving full credit to the mobile version of your site to rank it on Google. You will need more than ever to understand your users’ behaviour and preferences in order to engage them truly with mobile optimized content and optimized website to increase your mobile conversion rate.
MOBILE USAGE AND SMS CAMPAIGNS
According to the 2018 Baromobile study released by OMD (Omnicom Media Group) together with the expert in drive-to-store S4M, the level of consciousness around « Data connexion » has arised and consumers are using more and more mobile :
Furthermore, according to the 2016 Study made by the Mobile Marketing Association together with L’ARCEP, « 80% of the mobile users receiving a commercial SMS declare themself interested by its content», whereas « 20% among them have already clicked on a promotional link ». So we can ask ourself :
- Which sms strategies brands are leveraging off to push their in-store conversion ?
For locale acquisition campaign, SMS geofencing is a circumvented tool. Since 2015 in France the commercialization of SMS in client acquisition is rising as retailers and brands want to grow their SMS database and increase conversion. According to a 2016 study, a tremendous open rate reaching 95% (of which 90% within 4 minutes – study from MMA – Arcep) with a memorization rate of 60% (INSEE 2016).
- What simple content to push ?
Flash sales notifications, discounts with flash codes,link redirecting toward a landing page, videos. You can as well personalize your sms by creating custom SENDER Id (or OADC) but remember 160 characters maximum and the STOP mention included to be privacy-friendly.
- How to use geofencing in your SMS geotargeting techniques ?
Retailers are using geolocation as a real life « cookie » to drive traffic in store thanks to GPS, beacons or wifi technologies. One of the condition using geofencing properly before sending any commercial offer is that you must first get the permission from a mobile phone number to text message them. It can be done through an SMS keyword sent to an SMS code : « shoes » to 3638 or an optin obtained through a previous campaign. Once customers give their permission to share their location, you will be able to set your campaign and choose for instance a radius of 20km (the maximum distance) around the postal address of potential clients or a radius of 1km around your retail store to reach them.
- What’s the main advantage of SMS geotargeting ?
It provide you with a high precision target based on past and real time results and, thanks to optimization algorythms, you will be able in the future to consistently improve your targeting audience predicting their needs, their purchase intents while analysing POS traffic and factors influencing them.
Some french specialist in geo profiling and geolocation for retailers like Ubudu in the tourism industry, can help you building your proximity marketing strategy by providing you with high-precision geolocation features (up to 10cm !). You will be able to send push notification according to their location, send them personalized welcome message, enable customers to avoid lining in store and enable them finding products and services as fast as possible to provide them unprecedent experiences !
- Toward an omichannel strategy ?
Click and Mortar and pure players businesses are leveraging consistently the mobile experience to fuel their omnichannel strategy by multiplying acquisition campaigns and activations. Sephora is a good example of a makeup store retailer using sms within its 360° « Wonder » Christmas campaign and whom has been recently rewarded for it (read the dedicated article here).
DRIVE TO STORE STRATEGIES & BUSINESS CASES
Mobile is key when we think of cross-canal and ROPOiste strategies because acccording to the 2016 study of L’Observatoire du ROPO², on average out of 100 visits in a retailer store (during a period of 3 months), 46% of visitors are cross canal (visiting the website and the store) and conversion rate made via mobile in France is reaching 56 %. That is why, brands should perform various drive to store activations such as Drive to store RTB, Facebook Offers or SMS.
Lets focus on mobile display advertising wich offer huge potential in terms of activating local customer :
→ You can stimulate real time visits in store by targeting precisely your customer catchment area. Plateforms such as Adsquare, which is a mobile first data exchange, allow you to broadcast custom offers based on contextual information (open hours, weather, events and dedicated locations), within where you can adjust the radius of your reach and add advertisings redirecting to Google Map.
→ One insightful business case is the partnership made between the french adtech startup Databerries (now Teemo) and Intersport around its « Real life targeting » solution. It includes a SDK (a set of programming tools for your app), integrating easily geolocation data from 40 app publishers (including Marmiton, L’équipe). For Intersport, a « visit » is equal to a 15 minute visit in store. Thanks to Databerries, Intersport confirms that for one euro invested, it take back 4 to 6 euros margin (study available here)
In terms of your overall customer journey, what could be the next steps once you have attracted potential customers in-store ? Leveraging in real-time your data collected is essential :
2/ During the visits :
- In-store wifi : accessing the free In-Store wifi access to identify your visitors and activate marketing trigger (push notifications, trigger content on wi-fi connection landing page) to collect data and new optins
- Geofencing local notification
3/ Post-visits : Behavioral retargeting
By collecting of individual data visits and sending :
- SMS / Email offering complementary/lookalike products
- SMS/Email to encourage revisiting the store with a welcome back message
DRIVE TO STORE STRATEGIES & BUSINESS CASES
Transforming your store into a « Data Generator » and enhancing your database plateform in order to serve your drive to store and omnichannel strategy is the way to procede in order to boost your sales. Retailers are in this way tending to adopt the « Cookie less » targeting model thanks to the unique identifiers.
→ A great variety of first party location data is now at your disposal like the Mobile ID (MAC Address), Mobile Number and optin thanks to the synchronisation between a device having a unique identifier and emitters like wifi sensors, IoT signals, GPS, beacons. You will be therefore able to cross historical location data, detailed behavioral pattern, as well as intentionist data within the same place. Adtech technologies are rightly improving their capacities offering now Location-smart SDKs. On the media buying plateform side (DSP, DMP, trading desks), french actors are doing more and more partnerships to access millions of unique ID, combine it with online identifiers and geolocation data. For instance Vectaury is coupling its DSP with its SDK to propose ultra qualified segmented audience and thanks to different partnerships with Mondadori, Madvertise, they have access to more than 10 millions located user data that they propose to publishers to maximise their conversion.
« Mobility data » as it is called, has become therefore a new source of information and is used as a proxy for second and third party engagement data (read the article here).
For instance, Fidzup can provide you a clear measurement of your Drive-to-store ROI by performing behavioral targeting in and out of the store (buying intention, catchment area, competitors customers) and is able to collecte granular data coming from Store, section, fitting rooms, floor, cash registers. (To know more about Fidzup : here).
However, in order to ensure clean and high qualitative data origin, your mobile advertisers must cross-referencing location data through different sources. Examples would be using GPS, phone operators, beacons or specific algorythms and detect any possible ad fraud in order to collect compliant and qualitative actionable data. On the compliance part, the french mobile actor Vectaury is offering a new optin since the beginning of 2018 : a « Geo-transparent optin »banner to simplify the consent collection of mobile users and perform anonymized profiling (read article here).
As a matter of fact, the overall marketing need to collect contextual data is becoming widespread and confirmed by the last trends in the Adtech market. Since the beginning of the year 2018, the first Adtech sector attracting investments in France is the Drive- to- store sector. French actors like Teemo (Ex Databerries), Mozoo, Vectaury or Fidzup are leveraging offline market opportunies given the fact that this market is not under the Google and Facebook dominance. For instance, the French Actor Tabmo is trying to make the usage of mobile DSP more accessible to agencies accompanying brand thanks to its creation module : « GPstore (drive to store), MScroll (canvas type) and the SlideMotion (read the article here).
It is no more a question of proximity advertising but about the unicity of the location data that lead to new marketing strategies : Online to offline attribution, retargeting and re-engagement. What is important to keep in mind is to leverage on your CRM data and – onboarding thanks to cross-device data combination. According to Ray Kingman, CEO, Semcasting « By using IP, location and device matching, marketers can leverage mobile to execute deterministic attribution with 70%-90% coverage matching across all channels and platforms – both online and offline».
New marketing metrics are therefore emerging to mesure the online ad impact on offline sales with KPIs such as : visit rate, Cost-per-Visit (CPV), visit direction, number of visits, areas visited location intelligence:
To go further on the metrics subject, earlier at the Mobile World Congress hold in Barcelona (from the 26st of Feb until the 1st of March), the company Augury took the opportunity to publicize its first complete app ecosystem intelligence solution by launching « Active Insights »which combines cross-app data and provide full cross device reports . The Ogury mobile data collection plateform has data from more than 400 million users with audience segments based on the mobile users app usage. It give marketer competitors insights, how to deal with churn rate and how to segment their target to deploy mobile ad targeting then outside the apps which hit an unprecedent scale in terms of insights.
After casting a wide net around mobile strategies.. what if blockchain was coming into play ? Mobiquity Networks, a mobile location data intelligence provider adopted a blockchain layer into its marketing strategy. Its plateform gathers ID, IDFA (Apple Identifier) with anonymized location data (like footfall traffic in-store) via third-party permission-based mobile apps, primarily shopping apps and combined with other data in order to be sold to clients. Adding a hybrid blockchain layer to your database can help your business dealing with your data separation problems providing structures to guide your data pointers and breakdown each « event » within your blockchain together with IDs source written into it. Blockchain is therefore an extra key consideration to not underestimated in the digital marketing and advertising data management landscape.
To conclude, drive-to-store strategies on the marketing as not yet entered into a mature stage has its overall impact measurement (whatever the device used) is still not entirely manage by measurement companies. The latter are trying to provide real time insights to measure the entire online and near/in store customer journey that will allow brand to perform hyper locale marketing campaigns. The advent of contactless mobile payments is another factor that is going to reinforce the practice of real time targeted actions as well as analysis based on these new consumer behaviour shopping habits.
Therefore, the « mobile-ization » amongst retailers and pure players brands is on its way in France, blending greater ease and convenience of shopping experience for mobile users and customers looking for greater on the go experiences.