Customer Experience GapUsing C-U-S-T-O-M-E-R Rules

PART I MOBILE MARKETING TRENDS

Dr. Jim BarryMarch 4, 2013

© 2014 Social Content Marketing Do NOT distribute Slide 2

More Experience, Less SoLoMo

Common 2014 Predictions• SoLoMo marketing will materialize in a big way. • Much has to do with big data solutions and

skyrocketing mobile phone usage. • But should bullish forecast rely on device/data enabling

or consumers expecting better experiences?

© 2014 Social Content Marketing Do NOT distribute Slide 3

Mobile Growth

© 2014 Social Content Marketing Do NOT distribute Slide 4

Gap

Marketing is failing to prioritize the mobile customer experience

• 89% of mobile consumers want personalization • But only 18 percent of retailers actually make an

effort in social and mobile marketing

© 2014 Social Content Marketing Do NOT distribute Slide 5

Mobile Growth

Experts attribute most of slow response to the following

• Desktop first, ‘mobile second’ design philosophy• Failure to adequately map a mobile customer’s end-to-

end journey• Immature technologies addressing mobile payment

apps, multiple operating systems and in-store shopping infrastructures

Marketing

Mobile UserBig Data

© 2014 Social Content Marketing Do NOT distribute Slide 6

Mobile Users Want More but LessWant greater

• Friendliness• Context• Personalization • Speed

Want less• Detail• Navigation• Links

40% to 61% of customers

who visit a site that isn’t

mobile-friendly are likely

to visit a competitor’s site.

© 2014 Social Content Marketing Do NOT distribute Slide 7

Mobile User Experience Expectations

© 2014 Social Content Marketing Do NOT distribute Slide 8

Convenience

Consumers expecting quick-and-easy mobile experiences

• Location triggers• Mobile payments in hassle-free steps• Reminders• Directions• Instant call

“We like mobile devices because they

make our lives more convenient.”

© 2014 Social Content Marketing Do NOT distribute Slide 9

Mobile Wallet

Wallets offer more than payment• Rewards• Tracking for personalization• Convenience

Technology not yet resolved• Google Wallet & Apple Passbook• iBeacons/Bluetooth LE vs. NFC

© 2014 Social Content Marketing Do NOT distribute Slide 10

Utility“Self-Help” Apps & Useful Links

• App that helps plan healthier meals built by a grocery store chain

• Quick financial wrap up report delivered via email from a financial advisor

• Blog that gives useful tips for customers to put into practice right away

© 2014 Social Content Marketing Do NOT distribute Slide 11

YoutilityExamples of “Friend-of-Mine” Apps

• Clorox MyStain app• Angie’s list• Geek squad

© 2014 Social Content Marketing Do NOT distribute Slide 12

ShowroomingInstant In-Store Research for

• Products• Competitive Prices• Ratings & Reviews

Research shows high usage• Since 2012, the number of consumers who purchased a product from a

competitor while in a retail store increased 156% (Vibes study) • After consumers compare prices on their phones while in-store

• 47% move onto complete a transaction• 45% go elsewhere to purchase items• 7% do not make purchases.

© 2014 Social Content Marketing Do NOT distribute Slide 13

Timeliness

© 2014 Social Content Marketing Do NOT distribute Slide 14

Timeliness

Timely Reminders• Health, meetings, calendar events• Expect links to address books, calendars,

directions, etc.

Timely Offers• Store proximity offers• In-store offers

© 2014 Social Content Marketing Do NOT distribute Slide 15

Offers

Special Offers• Reward for downloading apps• Way to fend off showrooming opportunism• Bottom of Funnel incentive

Emotional Connection from Gifting• Opportunity for social sharing• Real-time loyalty

© 2014 Social Content Marketing Do NOT distribute Slide 16

Mobility

Mobility more than Mobile• User experience includes all

in one all the time• Tablets & some smartphones

can gather all intel• Phones are within reach most

of the day

© 2014 Social Content Marketing Do NOT distribute Slide 17

Easy-to-Use

Distinction of Mobile• Shorter attention spans• Closer to “closure”• Prone to video• Fat thumb restricted

© 2014 Social Content Marketing Do NOT distribute Slide 18

Easy-to-Use

© 2014 Social Content Marketing Do NOT distribute Slide 19

Easy-to-Use

Understand End-to-End Journey• Sometimes just location & call• Simplify and shorten steps

Make Hassle Free• Less is more• No scrolling

© 2014 Social Content Marketing Do NOT distribute Slide 20

Relevance

Contextual relevance• Proximate relevance• Relevant to user mobile journey• Native Ads• Anticipatory needs• SoLoMo relevant

© 2014 Social Content Marketing Do NOT distribute Slide 21

Summary

© 2014 Social Content Marketing Do NOT distribute Slide 22

What’s Next? SoLoMo Context Marketing

© 2014 Social Content Marketing Do NOT distribute Slide 23

What’s Next? Wearables & IoT

© 2014 Social Content Marketing Do NOT distribute Slide 24

What’s Next? In-Store Shopping

© 2014 Social Content Marketing Do NOT distribute Slide 25

What’s Next? Rich Media & Native