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Mobile Moments: Shaping the First-Screen Customer Experience
MMA Webinar SeriesFebruary 9, 2016
Sponsored By:
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MMA Purpose
Cultivating InspirationAimed at the Chief Marketer; guiding best practices and driving innovationBuilding Capability for SuccessFostering know-how and confidence within the Chief Marketer's organizationDemonstrating Measurement and ImpactProving the effectiveness and impact of mobile through research providing tangible ROI measurement and other dataAdvocacy Working with partners and our members to protect the mobile marketing industry
WHO The People We ServePrime Audience: Chief MarketersBy helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe.
WHY Our Reason for BeingMission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
WHAT Our Strategic Priorities
For more information about membership email: [email protected]
MMA is 800+ Members Strong GloballyMarketers, Agencies, Media Sellers, Technology & Operators
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Managing Your Questions
Share the Insights
#MMAWeb
4
Presenter
Moderator
Leo ScullinVP of Industry ProgramsMobile Marketing Association
Martin DoettlingChief Marketing OfficerSwrve
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Agenda• Mobile Moments: Shaping The First Screen
Experience• Mobile Disrupts Everything• The Shape of Mobile Engagement• Mobile Moments – Customer & Industry Cases • Seven Keys to Great Mobile Moments• Q&A
Banking Sports
Entertainment
TravelMedia
Mobile Moments: Shaping the First Screen Experience.How mobile disrupts everything and what you can do about it.
Martin Doettling CMO |
@mdoettling
© 2016 Swrve Inc.
Mobile is The First Screen
150times / day
Agree the worst that can happen is “losing my phone.”
94%
Millennials have their smart-phone with them all the time.
87%
The Most Personal Device
371K Babies born each day
580KiPhones sold each day ba s e d o n 4 Q ’ 1 5 p ro j e ct i o n s
813K
371K Babies born each day
1,500KAndroid devices activated each day
Hours spent per Adult per Day with Digital Media in the USA
2008 2009 2010 2011 2012 2013 2014
MobileDesktop / LaptopOther Devices
Source: eMarketer / Kleiner Perkins
2015
0.2
2.2
0.3
0.3
2.3
0.3
0.4
2.4
0.4
0.3
2.6
0.8
0.3
2.5
1.6
0.3
2.3
2.3
0.3
2.4
2.6
0.4
2.4
2.8
0
5
4
1
2
3
51% of all digital engagement is mobile, 66% in 2yearsBrands are risking to miss out on over half of user connections
The Shape of The Mobile Transformation
Share of Communication Activity (UK 2014)
Adults Age 11-15
Messaging / Photo AppsSocialPhone callsEmail
Source: a16z / Ofcom
0
100%
25%
50%
75%
Quarterly Unit Shipments (m)
Mar-95 Mar-98 Mar-01 Mar-04 Mar-07 Mar-10 Mar-13
The Smartphone Industry Dwarfs PCs4bn people buying phones every 2 years vs. 1.6bn buying PCs every 5 years
iOS & AndroidPCs
Source: Gartner, Apple, Google, a16z
4x
Sept-96 Sept-99 Sept-02 Sept-05 Sep-08 Sept-11 Sept-14
400
300
200
100
0
Mobile’s Multiplier EffectIncreased sophistication in mobile is as important as the increase in scale
Vastlybigger
opportunity
Source: Andreessen Horowitz
4 times moresmartphonesthan PCs by 2020
Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use
Vastly different
customerexperience
Mobile success is to reimagine the user experience from the consumer’s perspective.
Mobile success is to reimaginehow to deliver superior personal services to consumers.
Mobile success is to reimaginethe experience of sports fans and enthusiasts.
Mobile success is to reimaginethe impact of a positive customer experience on your brand.
In a first screen world, brands must focus on the
mobile customer experience.
desktop
location
car
offersmailers
wallet
wearable
pos
tv
“I’d put my next dollar into enhancing the actual mobile experience itselfbefore I’d put it into another ad that’s going to tell someone about how great it is."
Adam Kmiec, Sr. Diector of Mobile “Mobile user experience trumps mobile advertising any day."
Killer Apps Are More Important Than Advertising - Oct. 12, 2015“Using technology to make our
experience more convenient is where we should spend our efforts."
Raja Doddala, VP Omnichannel & Ventures
“It’s all about customer experience and the products that are driving it. Who goes to a bank anymore? You really need to be able to deliver on the [mobile] experience."
Maja Lapcevic, SVP
“That’s something we continue to work on, especially on mobile… to enhance the experience with the customer."
Ojonimi Bako, CTO Strategy & Operations
Today, the world’s biggest brands focus their investments on shaping the best mobile experience.
In a first-screen world, your most valuable customers are really never offline.
Now imagine what’s possible.
d
Integrate& Amplify
Relevant& Meaningful
Mobile MomentsShaping the first screen experience.
Proven& Tested
Consistent& Contextual
Personal& Conversational
Helpful& Timely
A
B
Heather Watts vice president digital experience
Proprietary & Confidential · Date: August 2015 19
Travel
Personal& Conversational
PAIN. Survey the health of each flyer and ask for feedback when it matters.
PAIN. Grow repeat business by offering personalized services and upgrades.
PAIN. Offer meaningful services at the right time to build a lasting connection.
PAIN. Engage with each guest in a personal, meaningful, timely manner.
Hospitality
Relevant& Meaningful
SportsPAIN. Engage football enthusiasts: around the clock – around the world.
PAIN. Integrate across channels: email, television, merchandising, online ads, social, and direct mail.
Consistent& Contextual
New YorkerEpicuriousVanity Fair
GQ
SelfWired
Golf DigestAllure
MediaPAIN. Stay top-of-mind with readers who prefer to consume content mobile first.
PAIN. Increase retention by embracing mobile and linking stories a subscriber has read on the web or on the mobile.
Helpful& Timely
EntertainmentPAIN. Connect insights to “Intelligent Marketing” across all brand properties.
PAIN. Notify millions of users of an upcoming promotion through a single omnichannel engagement platform.
Integrate& Amplify
ServicesPAIN. Grow retention by offering timely and contextually relevant client surveys.
PAIN. Go beyond simple personalization – conversationalize every engagement.
Personal& Conversational
Games/GamblingPAIN. Deliver timely messages to millions of players at scale within seconds of a critical change to a game or an event.
PAIN. Personalize services and upgrade offers based on a player’s habits.
Proven& Tested
A
B
BankingPAIN. “BART is the newest branch.”
Or for that matter, the bus, the metro, the dinner table, a walk in the park, even your bed…
Consistent& Contextual
RetailPAIN. “Our customers are always online. In fact, they are on their mobiles even in the store. In a mobile-first world there really is no offline.” Joe Megibow, Chief Digital Officer
Proven& Tested
A
B
“Smartphones played a major role as more people shopped online than in physical stores on Black Friday and over the weekend."
Mobile Rules RetailBlack Friday & Cyber Monday
14% - year-over-year surge of online shopping 27% - mobile percentage of total online sales 57% - mobile percentage of total online traffic 103 million - used their phones to shop while
102 million visited stores
Sources: IBM, Adobe, NRF, MMA (Nov. 2015)
① In a first screen world, your most valuable customers are never offline.
② First define+refine your engagement model – then build the app to fit it.
③ Because mobile is so personal, every interaction needs to be personal, contextual and immediate.
④ Start simple, get the basics right before advancing to more complex conversations; every mobile experience needs to feel seamless, frictionless, conversational otherwise your effort to reach out to customers feels unwelcome, annoying.
⑤ Integrate data and insights to shape a meaningful mobile experience; to your customer, every mobile moment should feel like a conversation.
⑥ Experiment often, fail quickly, test & repeat – learn from the best.
⑦ Every mobile moment is an opportunity to deliver a superior brand experience.
Seven Keys to Great Mobile Moments
Q&A
© 2016 Swrve Inc.
@Swrve_Inc
Upcoming MMA Events
Why Everything You Thought You Knew About Mobile Marketing Is About to Change Wednesday, February 17
Mobile Shopper Marketing and the Impact on the Path to Purchase*MMA Member-onlyThursday, March 10th
MMA Webinar Series
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mmaglobal.com/calendar/monthly mmaglobal.com/webinars
Be Inspired and Learn
MMA Mobile Location Leadership ForumMarch 24, 2016
MMA Forum BrazilApril 13, 2016
MMA Mobile Automation & Programmatic Leadership ForumApril 14, 2016
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MMA programs and working groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership.
To join a program, contact [email protected].
Text Marketing
Privacy Mobile Shopper Marketing
Location Committee
Internet of Things Incubation
Council
Currency (Advertising)
Attribution Analysis
Programmatic Native Advertising
Mobile Video Benchmarking Study
Take a Seat at the Table
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MMA Smartbrief Mobile Smart Fundamentals
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Case Study Hub The Mobile Marketing Playbook
Guidance Reports and Benchmarks
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In a first-screen world, your most valuable customers are really never offline.
Now imagine what’s possible. Add period after possible.
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Meet Swrve Mobile Strategists at these upcoming Events
>>Mobile World Congress Barcelona | Feb 22-25
>>eTail West Palm Springs | Feb 22-25
>>Swrve Mobile Summit London | Mar 9
>>GDC 2016 San Francisco | Mar 16-18
>>Adobe Summit Las Vegas | Mar 20-24
>>Microsoft Build San Francisco | Mar 30 - Apr 1
>>Oracle MME Las Vegas | Apr 20-24
>>Salesforce Connections Atlanta | May 10-12
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>>Mobile in Retail March 9
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