Stop Your Mobile Marketing: It’s About the Context not the Channel

Stop Your Mobile Marketing: It’s About the Context not the Channel

MMA Webinar Series September 23, 2014

Sponsored By:

About the MMA The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

Anchoring the MMA's mission are four core pillars:

9/23/14 Proprietary & Confidential 2

Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry

About the MMA Additionally MMA committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.

The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries.

For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits.

9/23/14 3 Proprietary & Confidential

MMA Members Include

9/23/14 Proprietary & Confidential 4

MMA Members Include

9/23/14 Proprietary & Confidential 5

Today’s Agenda

•  Mobile as a single channel

•  Meeting the challenge of the empowered consumer and the empowered marketer

•  Improving the customer journey with a complete Omni-channel solution

•  Omni-channel customer use cases

9/23/14 Proprietary & Confidential 6

Key Insights to be Shared

•  Stop thinking of mobile as a single channel and leverage the enhanced context

•  Focus on the entire customer journey regardless of channel

•  A complete multi-channel marketing solution underpinned by a complete understanding of the customer enables marketers to break down the organizational silos and communicate with customers in context and in the right channel

9/23/14 Proprietary & Confidential 7

Today’s speakers

Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company

Josh Rochlin Global Business Leader for Mobile Customer Engagement IBM ExperienceOne

John Grifferty Sr. Director of Membership, North America Mobile Marketing Association John.grifferty@mmaglobal.com

Moderator:

Managing Your Questions

9/23/14 Proprietary & Confidential 9

Share the Insights #MMAWeb #IBMExpOne

© 2014 IBM Corporation

STOP  Your  Mobile  Marke1ng!    

© 2014 IBM Corporation

of  email  opens  are  on  mobile  devices  

51%

PEOPLE LOOK AT THEIR

150X A DAY

PHONE

Source: Litmus

Source: Litmus

© 2014 IBM Corporation

Doing mobile right Focus on the device and the unique OS Focus on your consumer

© 2014 IBM Corporation

2011

-12

SMS

SMS Texts

Native Push Notifications

Mobile email

Circa 2011-2012: Device is the context

© 2014 IBM Corporation

SMS

2011

-12

2013

Geo Location

Mobile Web

Advanced Segmentation

A/B Testing

Circa 2012-2013: Lets Pull More Context from the Device!

A/B

© 2014 IBM Corporation

SMS

2011

-12

2013

Call center history

Cart abandonment

Loyalty point balance

Social activity

Indoor location

Past purchases

Coupon redemption

Building the universal context

2014

A/B Email and Web history

Today:

© 2014 IBM Corporation 16

Even when we have universal context the device still matters

© 2014 IBM Corporation

But your customers don’t care about the channel for them its all about their own journey …

© 2014 IBM Corporation

And how you engage with them in the moments that matter most

18

Transaction Awareness Service Engagement

© 2014 IBM Corporation

The Challenge: Consumers are now clearly in control

Source: Google Shopping Intention Survey 2013

© 2014 IBM Corporation

to be known as an individual

personalized, timely information, service and promotions

Consumers are more demanding than ever before, expecting…

a seamless and integrated experience

as they move across mobile, online and offline channels.

acknowledging their interests, preferences, behavior and interactions.

in the right place and at the right time for maximum relevance.

© 2014 IBM Corporation

Mobile Push Notification enables brands to have rich engagements with their mobile apps

Customized Preference Center Simple Notification

Rich Notification Notification Inbox

© 2014 IBM Corporation

Mobile Web Push allows marketers to have rich engagements with site visitors

Simple Notification Notification Inbox Rich Notification

© 2014 IBM Corporation

Reality is that marketers are stumbling…..

of Marketers run Mobile Marketing tactics integrated as part of the overall customer engagement

Only 21%

Source: The State of Marketing 2012. IBM’s Global Survey of Marketers

© 2014 IBM Corporation

To meet the challenge of the empowered consumer, the empowered marketer needs to implement continuous customer engagement

1:1 Marketing •  Marketing interactions •  Controlled and planned

(campaign focused) •  Batch / cached offers •  Large segment personalization •  Structured data •  Owned (addressable) media

Continuous Customer Engagement •  All customer interactions •  Agile (customer focused) •  Real-time and location aware offers •  Contextual hyper-personalization •  Structured & unstructured data •  Paid, earned and owned media

© 2014 IBM Corporation

Improving the Customer Journey

25

© 2014 IBM Corporation

Why Marketing Orchestration is so important

It’s goal is to determine what is the right journey for the customer vs. focusing on selling products through specific campaigns

Delivers greater profitability, efficiency, and higher customer satisfaction (need support)

Customer journeys are more strongly correlated with customer satisfaction and willingness to recommend than uncoordinated communications.

of customer interactions happen during a multi-event, multi-channel journey.

Over 50%

30%

Source: McKinsey 2013

© 2014 IBM Corporation

Complete Omni-Channel Solution

UNIVERSAL  BEHAVIOR  

Capture  Every  Action    

Captures and manages behavior across every digital and offline channel

to build unparalleled insight into each

individual

SINGLE  IDENTITY  Connect    The  Dots    

Connects every customer touch

point into a single view

MULTI-­‐CHANNEL  Communicate  

Across  Platforms    

Sends personalized

messages everywhere each customer prefers

to connect

BEHAVIORAL  INSIGHTS  Understand  

Path  To  Revenue  Discovers customer

preferences by analyzing data from

all devices and channels

MARKETING  DATABASE  

Manage  Behaviors    At  Scale    

Manages everything about each customer,

easily and at scale

INTERACTION  ENGINE  Automate  

Communications     Gets personal with

each customer, one at a time and in real-time

© 2014 IBM Corporation

MARKETING DATABASE

WEB ANALYTICS

ECOMMERCE IN-STORE POS

MOBILE

EMAIL

PLATFORM

CUSTOMER DATABASE

WEB ANALYTICS

ECOMMERCE

IN-STORE POS

MOBILE

EMAIL PLATFORM

CUSTOMER DATABASE

© 2014 IBM Corporation

Connects the Dots

Connect all the ways that each customer interacts with your brand.

SINGLE IDENTITY

$$$

Jim

•  Email  •  Mobile  App  •  In-­‐Store  •  Online  •  Social  

© 2014 IBM Corporation

UNIVERSAL BEHAVIORS: Listen everywhere. Respond in context.

Complete Contextual Profile

Mobile    

Universal  Behaviors  

Email  Events  

Email,  Web,  Social    

The  Real  Value  to  the  Marketer

Customer  Profile  

Customer  Contextual  

Profile  

Email  

Web  

SMS  

Mobile/Digital  

Improved Omni-Channel Output

© 2014 IBM Corporation

Omni-Channel Solution Benefits

§ Consistent cross-channel communications

§ Orchestrated omni-channel messaging system that leverages a complete customer contextual profile

§ Cross device/platforms to ensure brand continuity and more relevant interactions

33

© 2014 IBM Corporation

Omni-Channel Customer Use Cases

© 2014 IBM Corporation

Use Case: Cross Channel Cart Abandonment

35

Email and Web history

Desktop Cart abandonment Past

purchases

Geofence + Push Notification

© 2014 IBM Corporation

Use Case: Offers based on AOV and Preferences  

36

Email and Web history

Past purchases

© 2014 IBM Corporation

Use Case: Customer Personas and Scoring Models  

37

© 2014 IBM Corporation

Use Case: Identity through Social Sign In or Email Capture

© 2014 IBM Corporation

… or through an App Deep Link

© 2014 IBM Corporation

Complete Omni-Channel Solution

UNIVERSAL  BEHAVIOR  

Capture  Every  Action    

Captures and manages behavior across every digital and offline channel

to build unparalleled insight into each

individual

SINGLE  IDENTITY  Connect    The  Dots    

Connects every customer touch

point into a single view

MULTI-­‐CHANNEL  Communicate  

Across  Platforms    

Sends personalized

messages everywhere each customer prefers

to connect

BEHAVIORAL  INSIGHTS  Understand  

Path  To  Revenue  Discovers customer

preferences by analyzing data from

all devices and channels

MARKETING  DATABASE  

Manage  Behaviors    At  Scale    

Manages everything about each customer,

easily and at scale

INTERACTION  ENGINE  Automate  

Communications     Gets personal with

each customer, one at a time and in real-time

© 2014 IBM Corporation

Native App Push Mobile Web Push

Notification inbox for anytime access to messages Marketer-friendly messaging interface APIs for CRM automation and analytics integration Robust analytics drives insights

Real-time targeting & personalization based on events, customer segments, behavior and location Simple and rich push notifications campaigns for native and web apps as well as mobile devices

Push notifications campaigns offer companies a way to influence intent, inform customers, and learn about mobile users

Targeted Mobile App and Web Marketing Campaigns

9:42 AM

© 2014 IBM Corporation

SMS

2011

-12

2013

Call center history

Cart abandonment

Loyalty point balance

Social activity

Indoor location

Past purchases

Coupon redemption

Leverage the universal context

2014

A/B Email and Web history

Your Mandate:

© 2014 IBM Corporation

Closing: Key Takeaways

43

•  Think of the entire customer engagement journey in context… the universal context

•  Attract, delight and grow the loyalty of customers by enriching the ways you engage each of them

•  Companies that create the best omni-channel experience for their customers will hold significant advantage over their competitors

•  Adopt a solution that can provide a holistic view of your customer to help optimize all your marketing campaigns regardless of channel

STOP Your Mobile Marketing! It’s About the Context Not the Channel

© 2014 IBM Corporation

Contact Information

Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company kaplanb@us.ibm.com

Josh Rochlin IBM Xtify Global Business Leader Mobile Customer Engagement. IBM ExperienceOne jrochlin@us.ibm.com

@IBMExpOne

LinkedIn

Slideshare

YouTube

MMA Webinar Series

9/23/14 Proprietary & Confidential 45

10 Things to Know About In-Store Mobile Marketing October 2 Introduction to Location-Based Audiences October 14 Winning on Pinterest for Marketers October 21

Upcoming MMA Events

SM2 Innovation Summit September 30-October 1 The SMARTIES October 1 APAC Forum/The SMARTIES – Vietnam October 30 EMEA Forum – London November 10

Additional Resources

Smartbrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here

9/23/14 Proprietary & Confidential 46