Syniverse E-Book: Mobile Engagement Use Cases Ideas for Making Mobile Marketing Budgets Count in the Age of Ad Blocking

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The third party names, marks, and logos used in this e-book are owned by the various respective parties.

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Mobile Engagement Use Cases

Mobile Marketing in the Age of Ad Blocking History is filled with idioms to describe being stuck between two immovable objects and having limited options. A modern-day illustration for marketers and ad blocking is being stuck between the hammer and the anvil. The way that marketers respond will have important consequences for their campaigns this year and their digital strategies moving forward.

Why should mobile marketers be concerned?

The more customers use ad-blocking tools, the less they are going to see your mobile ads and campaigns, meaning less brand awareness, lower redemption on campaigns, and reduced opportunity to retain a loyal and profitable customer base.

What is ad blocking?

Ad blocking, in technical terms, is the act of selectively downloading material when visiting a website or using an app, thus “blocking” the unwanted items from loading. Most often this refers to ads, but it can cover anything, like embedded media, social media widgets or tracking beacons.*

*Source: “Ad Blocking: A Primer,” Tech Crunch, Jan. 16, 2016

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Mobile Engagement Use Cases

What can brands do to adapt to this new age of mobile marketing?

Brands need to come up with creative and contextual ways to reach their customers in order to avoid the blocking of their content. This handbook outlines ways you can use mobile to enhance your customers’ journey and circumvent ad-blocking tools. Specifically, it explains how you can serve relevant content that reaches your customers in the mobile moment with the following: Promotional messaging Transactional alerts Loyalty notifications Customer-service tools

Why do customers use ad-blocking tools?

Relevance is critical to success in mobile marketing, and customers will punish brands for irrelevant content that doesn’t add value to their experience.

Mobile Marketing in the Age of Ad Blocking

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Mobile Engagement Use Cases

Retail Shop

20% off Any purchase

Expires: August 2016

Valid: In-Store

Delight your customers. Send special event promotions, flash deals and coupons to activate the “buy phase” in-store or on their mobile devices.

Promotion Transaction Loyalty Customer

Service

Mobile coupons have a redemption rate 10 times as high as traditional coupons.

(Business Insider)

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Mobile Engagement Use Cases

Send your customers mobile video to bring your brand to life. Piquing customer interest is half the battle, and mobile video is a great tool to capture your customers’ attention.

Packages starting at $199

Promotion Transaction Loyalty Customer

Service

More than half of consumers watch mobile video.

(Arris)

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Mobile Engagement Use Cases

Send back-in-stock or abandoned cart notifications to keep your customers on the path to purchase, increase your conversion rates and enhance their shopping experience.

Retail Shop: Your item is back in stock! Click http://bit.ly/shop to purchase your item now

Promotion Transaction Loyalty Customer

Service

Four out of 5 consumers use smartphones to shop.

(ComScore)

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Mobile Engagement Use Cases

Keep it fun. From scratch-to-win coupons to brand trivia sent through text message links, the more interactive you can make your campaigns, the more engaged your customers will be.

Two VIP RockFest Tickets

Sponsored by Status Bank

Two VIP RockFest Tickets

Sponsored by Status Bank

In a 2015 survey, 87% of retailers said they plan to use gamification to engage

customers within the next five years. (Boston Retail Partners)

Promotion Transaction Loyalty Customer

Service

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Mobile Engagement Use Cases

Keep your customers informed during their journey with your brand. Send updates and notifications to ensure a seamless experience and increase the likelihood of long-term loyalty.

Only 44% of marketers tailor messaging, content, and offers to specific touchpoints

along the customer journey. (Enrich Customer Life-Cycle Understanding With Customer

Journey Maps, Forrester, July 2015)

Welcome! Your room is ready!

NY Best Hotel

slide to view

Promotion Transaction Loyalty Customer

Service

412

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Mobile Engagement Use Cases

Increase in-store traffic by sending item pickup notifications. This can be a great way to spur an impulse purchase while providing convenience for your customers.

RetailShop: Your item is ready for store pickup. 1234 Retail Lane, New York, NY 10001

Promotion Transaction Loyalty Customer

Service

Shoppers make an average of three unplanned purchases during 40% of all store visits.

(BetaBait)

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Mobile Engagement Use Cases

Make it easy for your customers to collect and redeem loyalty points. By digitizing their loyalty experience, you’ll increase program participation and the number of sales opportunities.

John Smith 500 newly added loyalty points

TA Top Airlines

Promotion Transaction Loyalty Customer

Service

On average, loyal customers are worth up to 10 times as much as their first purchase.

(U.S. White House Office of Consumer Affairs)

John Smith 500 newly added loyalty points

TA Top Airlines

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Mobile Engagement Use Cases

Think outside of the call center. Companies are finding success in customer satisfaction through text messaging, which gives customers another way to get in touch when they’re on the go.

Promotion Transaction Loyalty Customer

Service

Reducing your customer defection rate by 5% can increase your profitability by 125%.

(Leading on the Edge of Chaos, Murphy and Murphy)

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Mobile Engagement Use Cases

mCordis

“As consumer awareness and use of ad blocking grows, it will force the whole mobile advertising ecosystem to re-evaluate how it works. Consumers are prompted to use ad blocking to reduce data consumption, but more importantly as a reaction against their data being used for targeting, so their decision is based on both monetary reasons and real concerns about privacy. From 2016 onwards, brands will have to figure out new, more consumer-friendly ways to gain trust and use data if they are going to make more personalized communication through the mobile channel work.”

- Paul Berney, Managing Partner and Co-founder, mCordis

In the age of ad blocking, use these campaign ideas and use cases to make the most of your mobile budget.

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Mobile Engagement Use Cases

25+ year history as a pioneer of mobile innovation

Connection to 6+ billion mobile devices globally

Cross-channel platform to enable seamless engagement and communications

Scalable, proven, secure, quick-to-market solutions

Little to no IT involvement and CAPEX

Syniverse Value

Connectivity

Security

Identification

Engagement

Reach the right mobile number

Communicate with customers on their preferred channel

Deliver messages securely,

legitimately and efficiently

Provide global network

connectivity, transport and

interoperability

Syniverse is the only mobile engagement provider uniquely positioned to offer a comprehensive solution to make mobile work for your brand.

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Mobile Engagement Use Cases

Contact Syniverse today to talk to a mobile engagement expert.

https://www.syniverse.com/request-information

[Infographic] The Life of a Mobile Enabled Customer

Guide to Choosing a Mobile Engagement Partner

[Infographic] The Power of the SMS Embedded Link

Blueprint for Protecting and Engaging Your Mobile-First Customers

Are you ready to make mobile work for your brand?

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