How Mobile Trends Will Affect Marketers

A Key Challenge Mobile Marketers Face Today

Best Practices For Moving Mobile Marketing Forward

Q & A (During the Roundtables!)

AGENDA

Today, there are 7B people in the world and there are 6B mobile

phone subscriptions

WE ARE ON THE BRINK OF A MOBILE-ONLY AGE

Traditional Industries Are Being Disrupted By Mobile-Only Entrants

Tipping Po int for Mobi le Has Ar r ived

“ M o b i l e o v e r t a ke s i n t e r n e t a c c e s s i n 2 0 1 4 .”

C o m s c o r e , J a n u a r y 2 0 1 5

Mobi le DominatesSoc i a l Medi a

“ 8 0 % o f F a c e b o o k Tr a f f i ci s m o b i l e .”

I D C , J a n u a r y 2 0 1 5

Epic G rowth of Mobi le App Revenue“ M o b i l e a p p s n o w i n f l u e n c e m o r e t h a n $ 5 0 0 B i n s a l e s .”Ve n t u r e B e a t R e s e a r c h ,J a n u a r y 2 0 1 5

Mobi le Market ing More Ef fect ive t han D ig i ta l“ C o n s u m e r s a r e 7 0 % m o r e l i ke l y t o t a ke a c t i o n o n t h e i r m o b i l e d e v i c e s w i t h i n o n e h o u r o f s e e i n g a m a r ke t i n g m e s s a g e .”C M O C o u n c i lJ a n u a r y 2 0 1 5

It ’s aMOBILEWORLD

Mobi le App Mar ket May Be B ig ger Than t he Internet

” B y 2 0 1 6 m o b i l e a p p u s e w i l l s u r p a s s t h e u s e o f I n t e r n e t d o m a i n s , m a k i n g a p p s t h e # 1 w a y o f e n g a g i n g w i t h b r a n d s ”

G a r t n e r, J a n u a r y 2 0 1 5

Mobile Engagement Is The Highest Priority For CEOs

"81% of CEOs see mobile technology for customer engagement as the most strategically important in 2015” PWC's 18th Annual Global CEO Survey January, 2015

It ’s aMOBILEWORLD

How Mobile Trends Will Affect Marketers

Outline The Biggest Challenge Mobile Marketers Face Today

Explain Best Practices For Moving Mobile Marketing Forward

Q & A

AGENDA

Getting ready for aMOBILE-FIRST WORLD

adssocialinstoremobiletvprintemai lweb

Mobile is not just a channel,it’s THE CHANNEL

MARKETING AT THE CROSSROADSWhat can you do now?

Mobile Maturity IndexPhases of Mobile Marketing MaturityG ett i n g to M o b i l e M o m e nt s

D r i v e U s e rA c q u i s i t i o n

A d N e t w o r k sA t t r i b u t i o n A n a l y t i c s

C r e a t e A c t i v i s tL o y a l U s e rs

E n g a g e m e n t C a m p a i g n s

C u s t o m e r E x p e r i e n c e A n a l y s i s

D r i v e Tra n s a c t i o n a lA c t i v i t y

C a p t u r e M o b i l e M o m e n t s1 : 1 C o n t e x t u a l C a m p a i g n sR O I A n a l y s i s

Ev a l u a t e my m o b i l e e c o sy s t e m

S t o r e P e r f o r m a n c eC o m p e t i t i v e I n t e l l i g e n c e

P r e s e n c e V i s i b i l i t y E n ga g e m e n t C o n n e c t

RO

I

How ’s My Mobile Marketing Working?

STEP UP TO ENGAGEMENTIt ’s Really Not Just About the AdsI

Ty p i ca l L i fe c yc l e o f To d ay ’s M o b i l e A p p s

P EA K

Here’s The Cha l lenge:

3 of 4 mobi le apps uninsta l led af ter download

Only 16% of users opt - in to not i f i cat ions

C re at ed A p p s

D r i v i n g U s e r A c q u i s i t i on

B e g i n E n ga g in g

MOBILE MOMENTS IN ACTION: TRAVEL & HOSPITALITY

Search for hotel in particular city and time

Provided related

shortcuts to flight booking and car rental

Remind of travel time. Provide

with quick link to book

transportation (taxi) from

current location to airport

Send alert with directions (gate number,…) for specific flight and remind to check in from mobile app at

once

Send alert with hotel address and 1-click to

book taxi-

Directions to car rental partner with matching

discount

Send alert with 1-click to book

taxi for airport or car rental drop off instructions

Ask for quick mobile

satisfaction survey filling

Trave l p lanning

Before t rave l

At depart ing

a i rport

At dest inat ion

a i rport

At checkout

At checkout

MOBILE MOMENTS IN ACTION: STUDENT BANKING

Educate about service aimed at young actives, assistance for

switching from student

Make offer for car loan with

special student APR.

Invite for banking needs

assessment with personal advisor

Invite client to discover bank

relocation service

Special in-app offer in mortgage

simulator with preferential

limited-time APR

Close to graduat ion

Graduation

Client is frequently visiting car loan simulator in-app

Search for bank branch in new area

Use mortgage simulator

Relocation planning

How Mobile Trends Will Affect Marketers

Outline The Biggest Challenge Mobile Marketers Face Today

Explain Best Practices For Moving Mobile Marketing Forward

Q & A at the Roundtable

AGENDA

BEST PRACTICES For Mobile EngagementTo Get Mobile Moments

1. CONNECT to CRM

2. USE all five levels ofmobile engagement

3. LEVERAGE mobile marketing

automation

Feed your CRM with mobi le usage data

Augment your customer prof i le with mobi le specif ic knowledge

Segment your mobi le audience thanks to CRM data

Use mobile native campaigns (push and in-app) to reach customers where they spend t ime

Create 1:1 mobi le campaigns with personal ized message straight from your CRM

CONNECT TO CRM

B R O A D C A ST

B ro a d Re a c h

2 - 5 %

R E L E VA N C E

C u s t o m Re a c h

1 2 - 1 8 %

C O N T E X T UA L

G e o F e n c i n g & S i t u at i o n

1 9 - 2 4 %

P E R S O N A L I Z E D 1 : 1

C R M & S e l f -Tr i g ge re d

> 2 5 %

L e v e l

Va l u e

C o n v e rs i o nR a t e

S a m p l eM e s s a g e

S E G M E N TAT I O N

Ta r g e te d Re a c h

5 - 1 2 %

Use All Five Levels of ENGAGEMENT STRATEGY

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