Empower Customer Engagement with Mobile Context

Empower Customer Engagement with Mobile

Context MMA Webinar Series

August 14, 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:

8/18/14 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: [email protected] or visit http://www.mmaglobal.com/member-center/benefits.


Today’s Agenda

•  Mobile brings a new opportunity for brands to personalize interactions with consumers.

•  Brands are still trying to identify best practices and effective mobile engagement tactics for their business.

•  Partner with trusted intermediary to leverage consumer’s shared information and apply mobile context.


Key Insights to be Shared

•  Mobile’s unique advantage •  The potential of Mobile Context •  The new customer experience •  Use Cases •  Mobile Context beyond marketing •  MasterCard and Syniverse relationship


Presenters


Moderator

Leo Scullin!Head of Global Industry Initiatives!Mobile Marketing Association!

Alastair Hanlon!VP, Enterprise Solutions !Syniverse!

James Davlouros!VP, MasterCard Enterprise Partnerships!MasterCard!

Managing Your Questions


Share the Insights #MMAWeb #mobilecontext

#mobilecontext @Mobile4Brands

Empower Customer Engagement with Mobile Context

#mobilecontext

@Mobile4Brands @MasterCardNews @alastairhanlon @james_davlouros

Join the ConversaAon


Search Interest

Compare

Consider

Purchase Customer Service

Mobile is causing a

drasAc shiE in the role of Marketers.

Mobile Provides Best Reach Throughout Customer Journey


44% of consumers find less than a quarter of the messages they receive of

any value (Oxygen8 group)

SMS markeAng campaigns are opted out

less than 5% of the Ame (Smart Insights)

Smartphone users worldwide will total 1.75 billion in 2014

(eMarketer)

770 million GPS-‐enabled

Smartphones (Business Insider)

141 Avg. minutes adults spend using

mobile device each day (AdAge)

5 seconds Avg. ?me it takes a

consumer to read a text (SalesForce)

The PotenAal of Mobile Context: $44 Billion Market Opportunity

Mobile Context enables a new type of real-‐?me, rich customer engagement. Deliver a hyper-‐personalized experience and delight customers, applying user’s shared informa?on:

The New Customer Experience

SMS Email Push

OPT-‐IN

LocaAon Opt-‐In Preferences

User Behavior


Poll Ques?on #1

What mobile context, if any, are you currently using to support your customer engagement strategy?

•  Geoloca?on •  Opt-‐in preferences •  User behavior •  Other • We’re not using mobile context


Welcome back! If you’d like to receive a coupon for today’s special offer, reply to this text with ‘BOGO’.

BOGO

Thank you! Click here to receive your mobile coupon now.

75% of mobile users are more likely to take acAon aEer seeing a locaAon-‐

specific message. Source: JiWire

Use Case: LocaAon-‐Based Offer


YES

Your flight op?ons are: 1)  #476 Dallas 12:30pm 2)  #234 Dallas 5:30pm Reply ‘1’ or ‘2’ for your selec?on.

1

You are now confirmed on flight #476 to Dallas depar?ng from gate 23 at 12:30pm. Thanks for flying with us!

Brands using SMS successfully reach 95% of smartphone and non-‐smartphone users. Source: GoMoNews.com

Use Case: Instant Flight Change

n We apologize for your delayed flight. Reply ‘YES’ to receive flight op?ons via SMS or call 555-‐555-‐0132 to speak with an agent.

82% of consumers want data mining for payments protecHon

Source: Infosys


Use Case: Use LocaAon to Assure Payments

Mobile device is currently in the UK

Transac?on requested at: 000 Queens Gate Way, London UK WXYZ5

Poll Ques?on #2

What mobile context services would your organiza?on find most valuable?

•  Loca?on-‐based marke?ng •  Risk mi?ga?on •  Preference management •  Customer loyalty programs •  Other

+ 6 Billion Mobile Devices

1,000 MNOs

700+ Billion Messages Processed Per Year

2 Billion Cardholders

25,000+ Financial Ins?tu?ons

65,000+ Transac?ons Processed

Per Min.

Syniverse & MasterCard RelaAonship Maximize mobile context opportuni2es and protect customers



RelaAonship applies mobile context to proacAvely increase customer saAsfacAon, security

75+ Million people travel abroad each month

Up to 80% of declined transacAons abroad are legiAmate

Poll Ques?on #3

Do you feel your customers would opt-‐in to share their mobile context in return for a bejer customer experience?

•  Yes •  Some, but not all •  No •  Not sure •  Does not apply


•  Use mobile context to build two-‐way engagement throughout the customer journey

•  Allow customers to curate their own experience and define how you contact them

•  Mobile context can reach beyond markeAng


Use Mobile Context to Engage Customers and Build Brand Loyalty

#omnitravel, @SyniverseCMO

Q&A


Connect with the Speakers

Alastair Hanlon Vice President of Enterprise and Intelligence SoluAons at Syniverse uk.linkedin.com/in/alastairhanlon

James Davlouros Vice President -‐ Mobile Business Development, Europe uk.linkedin.com/in/jdavlouros


Download our Mobile Context white paper here.

Thank You!

Closing: Key Takeaways


•  Apply customer’s shared information to build two-way engagement.

•  Closely align mobile engagement strategy with customer opt-in preferences.

•  Ensure you add value to customer’s personal routine and habits.

•  Use mobile context to protect customers and optimize your business’s mobile engagement strategy

MMA Webinar Series


StarStar Numbers and the Future of Mobile Engagement September 18, 2014 Stop Your Mobile Marketing: It’s About the Context Not the Channel September 23, 2014 10 Things to Know About In-Store Mobile Marketing September 30, 2014

Upcoming MMA Events

Shanghai Forum August 14, 2014 India Forum September 11, 2014 Brazil Forum September 23-24, 2014 The Smarties October 1, 2014 Vietnam Forum October 30, 2014

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
