mobile: shaping the first-screen customer experience

Mobile Moments: Shaping the First-Screen Customer Experience

MMA Webinar SeriesFebruary 9, 2016

Sponsored By:

2

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: membership@mmaglobal.com

MMA is 800+ Members Strong GloballyMarketers, Agencies, Media Sellers, Technology & Operators

3

Managing Your Questions

Share the Insights

#MMAWeb

4

Presenter

Moderator

Leo ScullinVP of Industry ProgramsMobile Marketing Association

Martin DoettlingChief Marketing OfficerSwrve

5

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.

email

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

37

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

38

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 committees@mmaglobal.com.

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

39

MMA Smartbrief Mobile Smart Fundamentals

MMA LinkedIn Group

Get Social with MMA

Case Study Hub The Mobile Marketing Playbook

Guidance Reports and Benchmarks

Webinar Library

Participate in the Conversation

Getting Great at Mobile

Thank You!

Know and personally interact with every user in one simple platform.

Built forMarketers

Real-time Segmentation & Targeting

Marketing Intelligence Dashboard

Conversation Management

Automation

Dynamic Optimization (A/B & Predictive Marketing)

Monetization LTV

UI/UXNative Content

In-app Messaging

In-appInbox

Push Notifications

THIRD PARTY SYSTEMS

USE

R P

ROFI

LE

Ampl

ify

Swrve - The Platform

ChurnEngagement

Amplify: Simple Omnichannel Integration

Swrve Powers the Mobile Experienceof Global Brands

HQSan FranciscoCalifornia

LondonU.K.

PragueCzech Republic

New YorkNew York

DublinIreland

Newport BeachCalifornia

8BEvents Daily

1BDevices

Fast Growing Global Company

In a first-screen world, your most valuable customers are really never offline.

Now imagine what’s possible. Add period after possible.

ccx

Rich conversational interactions

Real-time notifications at scale

Ready for your mobile business

Built for today’s agile marketer

Connects to your marketing cloud

<<<<<< Download your eBook today!

Learn More…

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

Learn More…

Check out these Webinars

>>Mobile in Banking swrve.com

>>Mobile in Media February 17

>>Mobile in Retail March 9

Learn More…

Lorem IpsumThird Quarter 2016

swrve.com @Swrve_Inc

Learn More…