Mobile Messaging in IBM Marketing Cloud

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• Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

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Mobile Messaging is more than building responsive “sausage dog” content

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Multiple options to keep users in marketing funnel

Awareness

Discovery

Engagement

Conversion

simple push, SMS

simple push, SMS, rich push, in-app, inbox

URLs, call-to-action

Mobile Messaging has matured

Multiple formats• Simple text• Interactive• Expandable• HTML

Integrated call-to-actions• Call • Open URL• Open App• Deep Link • Open rich content

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Mobile Messaging is entering a new era of Cognitive Engagement

2009 2013 2016

Descriptive Predictive Cognitive

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Descriptive

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Predictive

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Cognitive

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Introducing: IBM Marketing Cloud Mobile

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IBM Marketing Cloud Mobile supports multiple types of mobile messaging

Push NotificationsEngage users through your mobile application

SMSEngage users through built-in mobile messaging capabilities

Push Notification SMS

Messaging AppsEngage users through over-the-top messaging applications

Messaging Apps

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… and multiple levels of engagement

BroadcastHigh throughput, unlimited contacts

NarrowcastBased on profile, behavior,

and 3rd party data

1:1Based on event triggers and

real-time behaviors

Available through both SMS and Push Notifications

Push Notifications

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Simple, rich, and in-app notifications

Simple & Interactive Notifications Rich Notifications In-App Notifications

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Text based notifications, with one or more actions that pop-up on smartphone screens and notification centers

Available on:

Simple push notifications

WATCH

iOS Push Android Push

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Google Android• Personalized

• Segmented

• Multiple actions

• Text expandable - Clicking on notification text allows you to show more text

• Image expandable - Clicking on notification image allows you to show more text

• Private notifications - Allows you to hide notification content from home screen

• Custom data extendable - Send additional data with notification for customization

• Android L and M supportText Expansion Image Expansion

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Apple iOS• Personalized

• Segmented

• Multiple actions

• Preference center - Allows customer to select which notification type they want to receive

• Custom data extendable - Send additional data with notification for customization

• Silent notifications – Send notifications in background, which do not appear on home screen

• Customizable actions – Deep link to any app page or perform other actions of your choice

Multiple Actions Multiple Actions

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Apple watchOS• Personalized

• Segmented

• Interactive - Allows users to respond to your notifications from the watch

• Customizable - Customize the way your notification looks on the watch

• Silent notifications – Send notifications in background, which do not appear on home screen

Apple Watch Plug-In

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Tile

Toast

SimpleMicrosoft Windows 10• Personalized

• 1:1

• Interactive

• API driven

• Universal app SDK - Send notifications to mobile, desktop, and tablet devices

• UI support

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Rich notifications• Personalized

• Opens when user clicks on simple push

• Can be delivered directly to application inbox even without user opt-in to push notifications

• All rich notifications are stored in application inbox for future reference

• Available on:

Rich text or HTML based notifications, with one or more actions

Rich Notification

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Personalized Inbox

Rich notifications• Personalized

• Segmented

• Multiple actions

• Customizable – Easily change the way your inbox and notifications look

• Send with simple push - Clicking on simple push can open rich notification

• Send by itself to inbox - Send rich content in background without disturbing user

• Hosted HTML and image Personalized Rich Content

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Rich notifications can be stored in unified inbox across devices

Unified Feed - Phone Unified Feed - Tablet

• Send a message to multiple user devices at same time

• Message read and delete status synchronizes across devices

• App offers notification preferences to personalize app experience

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In-app notificationsTextual or rich content that shows up when the user is inside the application

In-App Notification

• Personalized

• Segmented

• Customizable - Easily customize the look of your notification

• Event-triggered - Send notifications when relevant event happens in the app; e.g. app open

• Frequency controlled – Limit the number of times your in-app notification is shown

• Available on:

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Push notification capabilitiesSimple, interactive, rich and in-app push notifications for

iOS, Android and Windows applications

Unified rich notification inbox across multiple devices

Notifications that open application, URLs, phone dialers,

deep link and any other custom actions

Personalization using attributes in IBM Marketing Cloud or

third party systems

Event-triggered messaging based on events tracked from

any channel (e.g. mobile, email, web)

Automatic tracking of all user behaviors (e.g. session start /

end, action clicked, app open)

Omni-channel orchestration through push notifications and

emails as part of multi-step programs

APIs for easier integration with third party systems

Hybrid application development support through Cordova

plugin & Worklight SDKs for iOS and Android

Tremendous scalability and robustness to support large

transactional and batch volumes with ease

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Platforms and integrations supported

SDK/Plugin Supported platform versions

Android Jelly Bean, KitKat, Lollipop, Marshmallow

iOS iOS 7, iOS 8, iOS 9

Windows Windows 10

Cordova 3.x, 4.x

Apple Watch WatchOS 2.x, iOS 9

Integrations Supported SDK versions

IBM MobileFirst Platform Foundation 6.3 and 7.0

iOS 3.2.1, 3.2.3, 3.2.4, 3.6.0.8, 3.6.0.11, 3.6.0.12

Android 3.2.0, 3.2.1, 3.6.0.5, 3.6.0.6, 3.6.0.9

Cordova 3.x and 4.x

Xamarin and Kony Studio are NOT supported

For latest information, visit – https://developer.ibm.com/push/docs/ibm-mobile-push-notification-applications-3-x/supported-platforms-for-ibm-marketing-cloud/

SMS

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SMS marketing opportunityImmediacy Over 95% of text messages are read within 3

minutes, versus 18% of emails, 29% of tweets, and 12% of Facebook messages

Reach & Reliability Nearly all devices are SMS capable, and 98%

of all SMS messages are opened (compared to ~20% of emails)

Engagement Engagement rates can be as much as 150x

that of email campaignsUrgency & Conversion When it comes to using mobile coupons,

SMS/MMS messages see anywhere from 30-94% redemption rates. SMS coupons are redeemed 8x more than email offers

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SMS campaign effectiveness far exceeds emails’

Average Message Open

Rate

4.5x Higher

User response time

2400x Faster

Click through rate

12x Higher

Number of messages received

2x Less

Proportion that is spam

75x Less

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1-way and 2-way SMS messages with high throughput

• Engage with your users, using robust SMS capabilities

• High SMS throughput for optimal results

• Connect with customers across the globe

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SMS capabilities

SMS Campaign Manager provides marketers with easy to use frameworks for building customer SMS interactions

Drag and drop SMS campaigns using predefined program templates

Aggregate level reporting to easily view aggregate SMS campaign level data

SMS Gateway API enables transactional SMS and use cases from client 3rd party systems

SMS Consent Framework helps ensure regulatory compliance

Connect to over 135 countries via one-way messaging and over 50 countries using two-way global SMS

Concatenated messages (up to 800 characters), local character sets, short and long codes, delivery reports

Ensure timely and continuous message delivery with multiple routes to each region, actively monitored to respond to changing network conditions

Enterprise grade throughput

Integration with IBM Campaign

Marketer tools for effective

engagement

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Three ways to send push notifications and SMS

Plan using Send Experience

Automate using Programs Integrate using APIs

Create content to send now, schedule for later or publish for use in Programs

Automate sending using various segmentation criteria and user behaviors

Integrate with 3rd party systems

Multi-step execution for omni-channel orchestration

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Plan mobile marketing campaigns using Send Experience

• Create SMS and push notification content

• Personalize messages

• Add call-to-actions for push notifications and shortened URL links to SMS

• Send immediately or schedule for later

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Automate mobile marketing and omni-channel orchestration with Programs

• Automate SMS and push notification execution based on segmentation rules and user behavior

• Create multi-step marketing campaigns for omni-channel execution using email, SMS and push notifications in Programs

Informative campaign(SMS)

Promotional campaign(Push Notification)

Transactional campaign(Email)

Feedback campaign(SMS)Welcome campaign

(Email)

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Integrate with 3rd party systems using APIs

Push notification APIs SMS APIs

High throughput

Send to a contact or segment

Send now or later

Inline content or UI referenced content Inline content

Personalize using marketing database fields or inline

Personalize using marketing database fields

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Mobile marketing performance reportsPush notification SMS

Notifications sent, clicked SMS sent and interacted

Sessions opened, ended Get individual SMS message details

Opt-in and opt-out Raw data available through UBX

Real-time updates

Raw data available through UBX

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Today, Programs can send messages based on location event triggers

Email

Push

Direct Mail

Call Center

Decision Route

Lead Route

Profile Update

CRM Synchronization

SMS

Trigger a location event, from a mobile application or enterprise system

Configure a Program to be triggered based on the event

Combine location event with profile attributes to ensure segmented delivery

Additional location capabilities will be released in 2H2016

Location Audience Profile

• Build user profiles based on their location behavior

• Understand their historical presence data for future targeting

Indoor & Outdoor SDKs

• Deliver content when customers approach or leave your (or your competitor's) retail location.

• Use iBeacons and GPS to identify customer location.

Location Management UI

• Manage large number of indoor and outdoor locations

Location Analytics

• Understand your user behavior at different locations

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Mobile Push and SMS will be available natively with Campaign and Interact

• Campaign integration with Push and SMS coming in June 2016• Interact integration with Push planned for June 2016• Interact integration with SMS planned for 2H2016

IBM Marketing Software(Heritage Unica suite i.e. Campaign and Interact)

IBM Marketing Cloud

Campaign Mgt Personalization AnalyticsCampaign Mgt Personalization Analytics

IBM Marketing Cloud

SMS Mobile Push In-app msgs

Messaging Apps

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Messaging Apps“A typically private, one-to-one or one-to-few communication and media tool

optimized for mobile”

- Forrester Research

Multiple forms of messaging

Text, audio, video, photos, location, walkie-talkie (WeChat)

Group chatting

Varies from 30 to 200 people limits

Timeline sharing

WeChat and LINE allow, others don't

Gaming

WeChat and LINE allow, others don't

Business accounts

WeChat and Facebook Messenger allow, others don't

Mobile commerce and

payments

WeChat allows, others don’t

WeChat is the clear leader amongst messaging apps that offer widest variety of marketing options

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Messaging Is A Killer App On Mobile

650M Audience

China, Malaysia, Hong Kong

Messaging and Advertising APIs

210M Audience

Japan, Saudi Arabia, Indonesia

Messaging and Advertising APIs

800M Audience

Worldwide

No Messaging or Advertising APIs

1B Audience

Worldwide

No Messaging or Advertising APIs

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IBM Marketing Cloud is first in its category to support WeChat messaging

✔ Available Now

✔

Roadmap

As and when APIs become available

Facebook Messenger WhatsApp

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Reach owned media audiences on messaging apps

Securely transfer your own audience list to messaging platform from:• IBM Marketing Cloud• IBM Marketing Software

(Unica)• Any UBX partner• Text file (future)

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Create WeChat Content and Schedule For Delivery

• Preview content• Schedule when to

deliver• Select audience

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Visualize Metrics

• Page Views• Likes• Followers• Audience Age• Gender

Conclusion

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• Send push notifications and SMS messages that inform users

• Even if users don’t engage, it helps keep your brand fresh in their mind

Help users discover your offerings using simple push notifications and SMS

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HTML, Images, Videos

Increase engagement with your brand through rich notifications

• Link rich content through URLs in SMS

• Link push notification actions to rich notifications

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Keep users inside your app longer through in-app messages and inbox

• Display relevant in-app messages based on user behavior

• Leverage app inbox to help users store offers for future reference and engage with your messages when they prefer

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Engage users through over-the-top messaging apps

• Send group messages to known audiences on messaging apps

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Text for Info

Text to Join SMS/Email

Promotional Texts Text to Vote Multistep

Campaign

Text Alerts Text to Win/Sweeps

Transactional SMS

Build a wide variety of SMS campaigns to leverage its effectiveness

52 © 2016 IBM

Go beyond the norm… Leverage mobile messaging to engage customers across the marketing funnel

Awareness

Discovery

Engagement

Conversion

simple push, SMS

simple push, SMS, rich push, in-app, inbox

URLs, call-to-action

Learn how you can start leveraging IBM Marketing Cloud

to get the most out of mobile messaging

Join the conversationBlog, YouTube, Twitter and Facebook

www.ibmmarketingcloud.com

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