Citrix/Altimeter Dynamic Customer Jounrey webinar final as presented

transcript

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

Join the conversation

@gotowebinar@802dotchris@hillyprods@marketing_power

#MobileSocial

Moderator

James HilliardHilly Productionswww.hillyproductions.com

Presenter

Chris SilvaMobile AnalystAltimeter Groupwww.makemobilework.com

We can shop anywhere…

…and we’re re-defining the definition of “brand” and “content.”

1. What is the dynamic customer journey?

2. Why mobile matters

3. A converged media approach

4. Recommendations

Agenda7

Altimeter Research Themes:

Dynamic Customer Adaptive

Organization

Sentient World

With so many choices, consumers are empowered to take the most efficient journey.

Dynamic Customer Journey9

Dynamic Customer Journey“How can inflexible organizations synchronize with the changingcustomer?”

5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacyawareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

Tesco customers scan and purchase goods in virtual subway supermarkets

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.

Tesco grew to #1 grocery retailer online and a close 2nd offline by adapting to the needs of its dynamic customers

The solution: Bring the store to the customers via interactive displays during customer’s

commutes.

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?

4. Recommendations

Agenda15

Mobile is the screen of choice for users today.

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)

• 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

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.

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.

Consumers Have Chosen A Platform50% of

shoppers is a conservative

estimate.

50% of shoppers is a conservative

estimate.

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.

“Content types we’ll be adding within the next three

years? Mobile’s the easy answer”

– David Berkowitz, 360i

4. Recommendations

Agenda24

Digital Paid, Owned, and Earned media25

micrositescorporate blog

corporate websiteSponsored posts, adsPPC ads

Display, banner ads

Pay per post blogging

Investment in Earned and Owned increases in 2012 26

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

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

What does this look like on Twitter?28

Earned

What does this look like on Facebook?29

Earned

Brisk Tea combines old-school branding success with new-age tactics

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.

Brisk ties TV commercial in with co-branded “Brisksaber” app

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

The New York Giants bring social events to owned venues, generating earned buzz

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.

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.

Office Seekers Interact With Their Environment To Find Space

Users can view full descriptions of each

center’s facilities, as well as photos.

4. Recommendations

Agenda35

It’s Time To Start Participating In The Dialogue

Altimeter identifies 11 criteria to successful converged media deployment

The Dynamic Customer Journey requires an integrated approach38

But it doesn’t end with the purchase…

Execution Workflow: Experiment tactically, amplify intelligently, measuring and iterating throughout

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.

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 Silvacsilva@altimetergroup.com

makemobilework.com

@802dotchris

Love Citrix Products? Start earning commissions for referring them!

To get started, sign up here: Citrixonline.com/partner

Thank You!

Citrix/Altimeter Dynamic Customer Jounrey webinar final as presented

Business