IBM Mobile Customer Engagement Xtify
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Transcript of IBM Mobile Customer Engagement Xtify
© 2016 International Business Machines Corporation
Capabilities Overview
IBM Marketing Cloud Mobile
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Mobile marketing is
very different now.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Mobile
marketing is
very different
now. What it is How it’s used Marketing Shift
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Mobile is more than a unique execution channel
Push notifications and SMS are an essential component of mobile
marketing, but they are only a part of a larger strategy for targeting
your customers, who are always mobile.
What some
people thinkPush, SMS,
Apps
What it
really isPush & SMS
Apps
Mobile web
Mobile Ads
Mobile Email
Mobile Analytics
And more…
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Mobile is used primarily for understanding who customers are
User behavior within apps, web, location, and execution channels are being used as a data source to
inform behavioral profiles on a user-level, not just the channel-level.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Mobile campaigns are making way for multi-channel customer journeys
Similar to all aspects of marketing, there is a growing focus on ‘zooming out’ and seeing the full
picture of the customer experience rather than a campaign-centric approach to marketing.
welcome
campaign
informative
campaign
promotional
campaign
new customer
campaign
feedback/social
campaign
© 2016 International Business Machines Corporation
IBM Marketing Cloud
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design Execute Measure ConnectCreate customer
journey maps
Automate execution
across channels
Understand response
and behaviors
Integrate into other
channels and
sources
A complete thought around mobile engagementIBM Marketing Cloud Mobile
© 2016 International Business Machines Corporation
IBM Marketing Cloud
DesignCreate customer
journey maps
Execute Measure ConnectAutomate execution
across channels
Understand response
and behaviors
Integrate into other
channels and
sources
Design
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Too many channels, too many campaigns
Managing customer experiences on the campaign level is becoming increasingly difficult.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design where mobile fits in your customer journey
Mobile has an important place in the larger customer experience, so it should be easy to visualize that design.
Discover Try/BuyLearn
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Journey Designer
A multi-channel
customer experience
builder with integrated
collaboration tools.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design Measure ConnectCreate customer
journey maps
Understand response
and behaviors
Integrate into other
channels and
sources
ExecuteAutomate execution
across channels
Execute
© 2016 International Business Machines Corporation
IBM Marketing Cloud
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Send Mobile App Messages
Deliver actionable, targeted messages to your most loyal customers.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Interactive Push Notifications Rich Notifications In-App Notifications
Send Mobile App Messages
© 2016 International Business Machines Corporation
IBM Marketing Cloud
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Unified Feed across devices
A single feed for your messages to live – no matter what device your customers are on.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Unified Feed across devices
Unified feed – phone Unified feed – tablet
A continuously synced inbox to
store some or all of your
messages.
Use ready-to-send templates or
customize the look and feel.
Include video, images, and text
for a truly branded experience.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Wearable Engagement
Easily create custom notifications for the AppleWatch.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Wearable Engagement
Apple Watch plug-in
Fully functional plugin for
watchOS.
Include interactive content such as actions,
replies, maps, and more.
Customize look and feel with headlines, text,
background and fonts.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Supported Mobile Operating Systems
iOS Android Windows Hybrid
© 2016 International Business Machines Corporation
IBM Marketing Cloud
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Robust SMS capabilities
SMS offers the largest reach to mobile users, deeply integrated.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
1-way & 2-way SMS
2-way SMS
An easy to use campaign manager
and consent framework with URL
tracking and shortening.
Drag and drop SMS into powerful
program templates for multi-event
campaigns.
Integrate into your own systems and
customize the experience by building on
our APIs.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Global SMS capabilities, easily localized
Connect with 180+ countries through
2-way or 1-way SMS.
Local features such as character sets, short
& long codes, delivery reports, and more.
Timely and continuous message delivery with
multiple routes to each region, actively
monitored.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Automated, multi-channel campaign programs
Easily build multi-step automated programs that allow for logic and execution across app messaging,
SMS, and any other channel.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Event-triggered messaging
Create campaigns that trigger upon events – even if
that event occurs on another channel.
A customer receives a notification
from the app that her application has
been approved.
The message deep-links her to a
scheduling page, where she can decide
when a rep can call her.
She selects 1:00pm for her
appointment time before she even calls,
reducing call-center wait-time.
event-triggered push
deep-link to relevant
page
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Segment builder for targeted messaging
Last purchase is 6 months ago
Visited store within the last 30 days
Opened mobile app within last 5 days
Tweeted @brand within last 5 days
Dividing your contact base into segments is an easy way to send the
right content to the right customer.
Segment on profile data
and preferences.
Target behaviors and
implicit preferences.
Use easy-to-build queries
to narrow down your
target audience.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Enterprise Scale
Scalable to the needs of any business, from global finance companies to local retailers, IBM
Marketing cloud offers high-grade throughput, reliability, and security.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design ConnectCreate customer
journey maps
Integrate into other
channels and
sources
ExecuteAutomate execution
across channels
MeasureUnderstand response
and behaviors
Measure
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Performance Analytics
session start
app installed
metrics filters
campaign details
push opened
custom behaviors
push disabled
message sent
exports
aggregate reports
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Report across channels
Get a better understanding of who your customers are by reporting performance across channels
to build a single customer identity.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design MeasureCreate customer
journey maps
Understand response
and behaviors
ExecuteAutomate execution
across channels
ConnectIntegrate into other
channels and
sources
Connect
© 2016 International Business Machines Corporation
IBM Marketing Cloud
MobileFirst
Campaign
Build the mobile experience,
connect it to your
infrastructure
Create campaigns at scale,
on premise
IBM Marketing CloudExecute across channels,
in the cloud
InteractPersonalize content, in real
time, on premise
Pre-built integrations with IBM products
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Universal Behavior Exchange
Publishers Subscribers
One-click integrations with IBM’s vast network of data partners, putting the marketer in control of
the data used in campaigns.
© 2016 International Business Machines Corporation
IBM Marketing Cloud
Design mobile
experiences
Advanced
execution and
scalability
Measure
performance and
achieve goals
Easily connect
to 1st- and 3rd-
party systems
Why IBM Marketing Cloud Mobile
© 2016 International Business Machines Corporation
IBM Marketing Cloud
One perfect
experience – a billion
times a day.
© 2016 International Business Machines Corporation
IBM Marketing Cloud Mobile