6 Key Success Factors for mobile engagement

WEBINAR: The 6 Key Factors for Successful Mobile Engagement November 25, 2015

81% of CEOs see mobile technologies for customer engagement as the most

strategically important in 2015

PwC's 18th Annual Global CEO Survey, Davos World Economic Forum 2015*

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MOBILE: Threat VS Opportunity

Source: Elaboración propia

Time spent / Visit

50% Audience 50%

1

# Ads positions

5 1

MONETIZATION ≈90% ≈10%

3


MOBILE: Threat VS Opportunity

“We should be building great things that don’t exist. Being negative is not how we make progress.” Larry Page, Co-founder of Google

CREATIVITY ENGAGEMENT


Engagement Marketing is the process of involving consumers in the co-creation of brand experiences

Want to interact?

TIME FILLING ON THE GO


How to interact

•  Interruptive •  Impersonal •  Spam (useless)

•  Control •  Personal •  Relevant


Mobile Engagement: Does it really work?


Mobile Engagement: Targets

Engage

Sell

Profile


Mobile Engagement: Key Success Factors

Value Creation Mobile UX Optimisation Personalisation

Customer Journey Notifications Rewards

The 6 Key Factors for Successful Mobile Engagement


Video Video Video!!


Value Creation

Value Creation: Offline - Mobile

http://www.youtube.com/watch?v=UXWKLgM_3uM


Value Creation: mCommerce

TOP functionalities •  Filter function •  Full screen product zoom •  See reviews •  Show loyalty card •  Social media sharing •  Store stock checker •  More


Mobile UX Optimization


Mobile UX Optimization

MEDIA

UX is KEY mCommerce = FUN

mCOMMERCE

Fuente: Criteo 2015


Mobile UX Optimization: Facebook brand format


Mobile UX Optimization: Instagram Carrousel

http://blog.business.instagram.com/post/112707530471/carousel-ads


Mobile UX Optimization: Call-to-Action


Twitter Facebook Google


Personalization

Personalization: Tailoring a service to individuals

Investment of Company Resources: Silly Version © iadbox Holdings Ltd

Personalization: Bespoke

The "bespoke" offers are tailored to individual users based on 'lifestyle factors' they can select , such as their location and areas of interest.


KLM Case Study: Micro-Segmentation

Message 1, Day 1 Favourite destination vote

Message 2, After a week Follow up

2a: a generic message, segmented by category, to people who didn’t vote

2b: a personalized message to those who voted, based on the preferred travel destination


Personalization: User profiling

1. INFORMACIÓN DE DISPOSITIVO

3. INFORMACIÓN EXPLICITA 4. INFORMACIÓN CRM

2. INFORMACIÓN DE ACTIVIDAD


Personalization: Data Management Platform (DMP)



Customer Journey

Customer Journey: Marketing Automation

Automate all your marketing campaigns, from the simplest welcome emails to multi-step customer engagement programs across every channel.


Notifications

Notifications: Push notifications

MOBILE BROWSERS MOBILE APPS


Notifications: Personalized notifications

Facebook iadbox


Notifications: Foursquare example


Rewards

Rewards: Real Value Exchange

THEN NOW


Rewards can be: •  Points •  Currency •  Content Users rewarded for: •  Viewing content •  Answering questions •  Clicking through •  Downloading a content •  More Cashback

/ Points / Content


Reward: Real Value Exchange

Reward users for interaction with messages to gamify their engagement with the service to increase read rates.

Rewards: Bank of America example

Cash back daily deal offers to monetise, engage current and new customers.


Commercial messaging for smartphones For Mobile Web and In-App Engagement and Monetisation

Use an iadbox inbox in your app or mobile website to communicate with your audience with un-intrusive, multi-media messaging

Capture their attention with snackable, time-filling content, perfect for smartphones

What is iadbox?

Your Own Content &

Competitions

Premium Commercial

Content

Profiling & Insight

<-> <-> <->

A visual, carousel messaging inbox

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AUDIENCE ENGAGEMENT MONETISATION

Your Content: Premium branded engagement campaigns:

What is iadbox for?

Builds loyalty and engagement rates New revenue from a premium format

Profiling & Insight: Polls & Surveys:

Fun & Competitions:

Performance campaigns: (automatic or managed by iadbox)


Push Notifications

In-App Messages

Personalization

Service Customization

Dynamic communications

Program messages

Server to server integration

Coupons

Gamification

Rich media composer

User Feedback Module

Feed integration

Sharing functionalities

Landing pages

Profiling

Re-targeting

Segmentation

Geo-targeting

Analytics

Real time metrics

Unlimited event tracking

The iadbox toolbox

Proven 2%-60% engagement rates & 2p-£1 per monthly active user


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Try it (from your phone): Ø  www.footballfancast.com Ø  www.pronto.com.ar Ø  Or download “Scanlife” from your app store David Hueso, COO of iadbox +34 627 754 745 [email protected] www.iadbox.com

39 © iadbox Holdings Ltd - Commercial in Confidence