citrix/altimeter dynamic customer jounrey webinar final as presented
DESCRIPTION
Presented live on Tuesday Sept 11, 2012. Altimeter Group analyst Chris Silva along with host James Hilliard discussing the Dynamic Customer Journey based on Altimeter's research on how marketers can participate more effectively in the DCJTRANSCRIPT
September 11, 2012
Enabling the Dynamic Customer Journey: The Next Wave of Mobile, Social MarketingChris Silva, Altimeter Group
Dial in (toll-free): 1 877 568 4108
Access Code: 885 147 708
© 2012 Citrix | Confidential – Do Not Distribute
Join the conversation
2
@gotowebinar@802dotchris@hillyprods@marketing_power
#MobileSocial
© 2012 Citrix | Confidential – Do Not Distribute
Moderator
3
James HilliardHilly Productionswww.hillyproductions.com
© 2012 Citrix | Confidential – Do Not Distribute
Presenter
4
Chris SilvaMobile AnalystAltimeter Groupwww.makemobilework.com
© 2011 Altimeter Group
We can shop anywhere…
© 2011 Altimeter Group
…and we’re re-defining the definition of “brand” and “content.”
© 2011 Altimeter Group
1. What is the dynamic customer journey?
2. Why mobile matters
3. A converged media approach
4. Recommendations
Agenda7
© 2011 Altimeter Group
8
Altimeter Research Themes:
Dynamic Customer Adaptive
Organization
Sentient World
© 2011 Altimeter Group
With so many choices, consumers are empowered to take the most efficient journey.
Dynamic Customer Journey9
© 2011 Altimeter Group
Dynamic Customer Journey“How can inflexible organizations synchronize with the changingcustomer?”
© 2011 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
11
© 2011 Altimeter Group
Tesco customers scan and purchase goods in virtual subway supermarkets
12
Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales
increased by 130%. This was deployed in Seoul.
© 2011 Altimeter Group
Tesco grew to #1 grocery retailer online and a close 2nd offline by adapting to the needs of its dynamic customers
13
The solution: Bring the store to the customers via interactive displays during customer’s
commutes.
© 2011 Altimeter Group
14
Questions You Must Answer
What new sources of information influence the journey of your specific customers? About 5% of companies are able to automate -Eloqua
How do experiences on devices and across channels shift?
If companies can provide highly contextual information to customers, does advertising evolve to something else?
© 2011 Altimeter Group
1. What is the dynamic customer journey?
2. Why mobile matters
3. A converged media approach
4. Recommendations
Agenda15
© 2011 Altimeter Group
Mobile is the screen of choice for users today.
Mobile is the screen of choice for users today.
© 2012 Altimeter Group
© 2011 Altimeter Group
Despite economic fallout, the world went mobile
• Smartphones have been relatively recession-resistant, growing from 25% penetration to 50% penetration overall in the last two years in the U.S., according to Nielsen.
• New devices inspire confidence in spending behavior: 4/5 US smartphone owners use their device in shopping (in store or m-commerce)
© 2011 Altimeter Group
• Rutberg & Co research (Jan 2012) found VCs spent $6.3 billion or 42.4% of their budgets on mobile investments in 2011 (up from $4.5 billion or 30.4 percent in 2010)
• VC investments in mobile marketing and advertising companies was $592 million in 2011 (up from $128 million)
Mobile innovation is all but a certitude
© 2011 Altimeter Group
Smart device usage is up. WAY up.
• Global mobile web traffic is up 162% since 2010.
• Average smartphone usage nearly tripled in 2011.
• Smartphones represent only 12 percent of total global handsets in use today, but they represent over 82 percent of total global handset traffic.
© 2011 Altimeter Group
The world shipped 500M smartphones in 2011
2012 is off to an even faster start. Vendors shipped 145M smartphones during Q1 2012 versus 101M in the same period last year. (IDC)
Total shipments in 2011 were 491.4 million units up 61.3 percent from 2010. This makes smartphones 31.8 percent of all handsets shipped.
© 2011 Altimeter Group
Consumers Have Chosen A Platform50% of
shoppers is a conservative
estimate.
50% of shoppers is a conservative
estimate.
© 2011 Altimeter Group
How Mobile Changes The Game22
� We’re just at the 50% mark of smartphone users now, but it’s growing fast, there’s little time to see how things play out, they’re playing
� Think of “apps” as more than just native programs, it’s a compelling user experience that brings something
� Mobile enables the gathering, sharing and “meme”ing of information, content that tells a story wins.
© 2011 Altimeter Group
23
“Content types we’ll be adding within the next three
years? Mobile’s the easy answer”
– David Berkowitz, 360i
© 2011 Altimeter Group
1. What is the dynamic customer journey?
2. Why mobile matters
3. A converged media approach
4. Recommendations
Agenda24
© 2011 Altimeter Group
Digital Paid, Owned, and Earned media25
micrositescorporate blog
corporate websiteSponsored posts, adsPPC ads
Display, banner ads
Pay per post blogging
© 2011 Altimeter Group
Investment in Earned and Owned increases in 2012 26
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2011 Altimeter Group
Now, let’s define Converged Media27
� Two or more channels of paid, earned, and owned media.
� Consistent storyline, look, and feel.
� All channels work in concert, enabling brands to reach customers throughout the customer journey
© 2012 Altimeter Group
© 2011 Altimeter Group
What does this look like on Twitter?28
Owned
Paid
Earned
© 2011 Altimeter Group
What does this look like on Facebook?29
Owned
Paid
Earned
© 2011 Altimeter Group
Brisk Tea combines old-school branding success with new-age tactics
30
To promote new product packaging, Brisk piggybacked on the release of Star Wars: Episode I-The Phantom Menace. They partnered in creating a
TV commercial reviving Brisk’s clay-animated commercials from the mid-nineties, applying it to the likes of Yoda and Darth Maul. Brisk integrates online
and offline throughout the campaign.
© 2011 Altimeter Group
Brisk ties TV commercial in with co-branded “Brisksaber” app
31
Brisksaber allows fans to unlock new characters and objects based on codes found on one-liter Brisk Iced Tea bottles. Scores can then be posted on Facebook and Twitter, with
high scorers making the leaderboard on Facebook.com/Brisk
© 2012 Altimeter Group
© 2011 Altimeter Group
The New York Giants bring social events to owned venues, generating earned buzz
32
NYG were the first pro sports team to integrate live tweets in their offline events (stadium, TV) and online (poll, Q&A, e-commerce tie-in). Tying in social content and voting with
real-time events generated an increase in e-commerce sales, a 127% increase in Twitter followers, and huge brand
amplification and awareness for related campaigns.
© 2011 Altimeter Group
33
Walgreens combines social, local, and mobile with real-time Foursquare check-in coupons
As of March 2012, consumers who check in at a Walgreens store
via Foursquare instantly receive a
coupon for a special offer. The coupon can be scanned directly
from the smartphoneupon checkout.
© 2011 Altimeter Group
Office Seekers Interact With Their Environment To Find Space
Users can view full descriptions of each
center’s facilities, as well as photos.
© 2011 Altimeter Group
1. What is the dynamic customer journey?
2. Why mobile matters
3. A converged media approach
4. Recommendations
Agenda35
It’s Time To Start Participating In The Dialogue
© 2011 Altimeter Group
Altimeter identifies 11 criteria to successful converged media deployment
37
© 2011 Altimeter Group
The Dynamic Customer Journey requires an integrated approach38
But it doesn’t end with the purchase…
© 2011 Altimeter Group
Execution Workflow: Experiment tactically, amplify intelligently, measuring and iterating throughout
39
© 2012 Altimeter Group
© 2011 Altimeter Group
Where To Next?40
� Static content is waning, customers are looking to mobile to change their experience, start exploring the potential today.
� Taking steps to harness converged media with mobile endpoints is critical.
� To harness converged media, consider the 11 point deployment plan and apply to pre-and post-purchase activities.
© 2011 Altimeter Group
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Chris [email protected]
makemobilework.com
@802dotchris
Love Citrix Products? Start earning commissions for referring them!
To get started, sign up here: Citrixonline.com/partner
Thank You!