Winning the Mobile Customer Shift featuring Forrester

Transform Your Mobile Engagement StrategyJennifer Wise, Senior Analyst

April 7, 2016

© 2016 Forrester Research, Inc. Reproduction Prohibited 3

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.


Agenda

› How have consumer expectations shifted?

› What is the new mobile engagement model?

› How can companies orchestrate consumer engagement to deliver on expectations?


Agenda




We know,

your consumer is connected.

Source: The Age (http://www.theage.com.au/)

46%of US online adults have a tablet 72%

of US online adults have a laptop

70%of US online adults have a smartphone


Mobile adoption and time-spent grows


And the impact is global

(f) = forecast Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)

© 2016 Forrester Research, Inc. Reproduction Prohibited 10Source: Next Web (http://thenextweb.com)

The expectation that I can get what I want

in my immediate context and moments of need.

Welcome to the Mobile Mind Shift

© 2016 Forrester Research, Inc. Reproduction Prohibited 11Source: Next Web (http://thenextweb.com)

A mobile moment is a point in time and space when someone pulls out a mobile device to get

what they want in their immediate context.

The mobile moment:


150 – 200


30 billion

Source: Mashable (www.mashable.com)


Mobile moments are at the heart of consumer engagement› The average smartphone owner spends 1 hour and 53 minutes

interacting on their phone daily.

› Most marketing leaders in our recent US survey reported that between 25% and 50% of their site traffic comes from mobile.

› One-third of US online smartphone users research purchases on their devices at least once a week.


…span the entire customer lifecycle


And take many forms


Agenda




Current mobile strategies won’t deliver.

Image source: Safebee (www.safebee.com)


It’s only going to get more complex

Image source: Venture Beat (http://venturebeat.com), Pixaby (pixabay.com)


Old engagement tactics won’t workOnline: Mobile: Customer segmentWho to target Individuals

Pre-fabricated messages through pre-planned channels

What format and content

Personalized content through optimal touchpoint

Triggered by a company eventWhen to engage Push-based communication triggered by a customer-led event

Any locationWhere to engage An explicit location

Proactive interactions to serve the business, or reactive communication to serve the customer

Why the engagement

occurs

Proactive interactions to serve the customer and business


Use the IDEA framework:


Agenda




Delivering on mobile moments requires sophisticated orchestration


Solutions deliver speed across IDEA


Solutions help to execute

Analyze

Performance Measurement &

Optimization

Platform provides analytics into app and or customer lifecycle and campaign performance.

Engineer

Interaction Delivery

Platform delivers the campaign by the channel of choice in that mobile moments.

Design

Engagement Decisioning &

Assembly

Platforms assembles the right content to deliver to the identified audience in the identified mobile moment.

Identify

Audience & Moments

Platform analyzes raw data to identify audience segments and events that trigger mobile moments.

Inputs

Data & Content

Platform ingests content to deliver and data sources. Data types include, at minimum: CRM, mobile app analytics and real time data.


You need the right data, intelligence, and pipes in place.


Start with the strategy:1. Identify the most important mobile moments.

• Map out customer journeys.

• Identifying the pain points.

• Decide where the immediacy, simplicity, and context of mobile can remove friction or create delight.

2. Build a strategic plan to use mobile to engage customers.• Are you managing in-app journeys or overall customer journeys?

• What geographies will you serve?

• Do you need professional services' help or do you have staff to handle it internally?

3. Translate your strategy into requirements.

forrester.com

Thank you

Jennifer [email protected]@JenniferWise

Marketing

Winning the Mobile Customer Shift featuring Forrester