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Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In...

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Urban Airship @bhieggelke Re-engineering the brand dialogue
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Page 1: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Urban Airship!@bhieggelke

Re-engineering the brand dialogue

Page 2: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Consumers check their phones ~200/day

“In these mobile moments, they expect companies to understand their context and offer relevancy as well as

both curated and streamlined experiences on mobile devices.”"!

- Julie Ask, Forrester Research

Page 3: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

These mobile moments add up

Page 4: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Most brands are reacting to mobile moments

SEO and Search ads

Go viral and Ads

Followersand Ads

Likesand Ads

Email and Banner Ads

Searchthe web

WatchVideo

Real-time Updates

Follow friends

Explore Content

Your Brand

Page 5: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Mobile winners own their mobile moments

Websites & Campaigns

Video Content

Real-time Updates

Fan Pages

Related Content

Urban Airship

Your Brand

Page 6: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Marketing that impacts peoples’ lives

Page 7: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

The app is now the epicenter of brand strategy

“This is Nike Football in your pocket. The app will allow

members of the Nike Football community to be the first to access the latest product,

stories and event experiences.”"

!- Davide Grasso, CMO, Nike

Page 8: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

And amazing brand experiences result

Page 9: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

A beautiful way to sell product

Page 10: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

A beautiful way to build buzz

Page 11: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

A beautiful way to launch new products

Page 12: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Apps can eliminate fragmentation frustration

Page 13: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

BehaviorLifecycle Automation

Proximity

iBeacon"

Dormant app

Favorites" Purchases"

Content views"First open

Preferences Systems Integration

CRM"eCommerce"

Preference center

Tap into data unlike any other channel

Location

Page 14: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

The App is the epicenter of the brand strategy

• Carve out a space on the device and keeping it!!

• Light up their devices when it matters!!

• Tap into consumer data unlike any other channel!!• Create and own your mobile moments

Page 15: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer
Page 16: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

More mobile leaders in action

Page 17: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Creating a new mobile ritual

Page 18: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Billions in mobile commerce

Page 19: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

The power of owned media

!Meet the new brand inbox

Page 20: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Redefining news consumption

Page 21: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Customized alerts that users control

PUSH MESSAGES drive immediate awareness

LANDING PAGES images, video and live streaming

APP IN-BOX organize personalized stories

Page 22: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

This stuff really works

On average, Push drives 4x more engagement & 2x more retention

more traffic than its best day of the year

greater response than via email

more betting

faster conversions compared to email

Source: UA Good Push Index

Page 23: Re-engineering the brand dialogue · 2014. 10. 7. · Consumers check their phones ~200/day “In these mobile moments, they expect companies to understand their context and offer

Thank you.!!@bhieggelke!!Resources galore at UrbanAirship.com

.com/resources


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