Transform Your Mobile Engagement StrategyJennifer Wise, Senior Analyst
April 7, 2016
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We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement model?
› How can companies orchestrate consumer engagement to deliver on expectations?
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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement model?
› How can companies orchestrate consumer engagement to deliver on expectations?
We know,
your consumer is connected.
Source: The Age (http://www.theage.com.au/)
46%of US online adults have a tablet 72%
of US online adults have a laptop
70%of US online adults have a smartphone
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Mobile adoption and time-spent grows
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And the impact is global
(f) = forecast Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)
© 2016 Forrester Research, Inc. Reproduction Prohibited 10Source: Next Web (http://thenextweb.com)
The expectation that I can get what I want
in my immediate context and moments of need.
Welcome to the Mobile Mind Shift
© 2016 Forrester Research, Inc. Reproduction Prohibited 11Source: Next Web (http://thenextweb.com)
A mobile moment is a point in time and space when someone pulls out a mobile device to get
what they want in their immediate context.
The mobile moment:
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150 – 200
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30 billion
Source: Mashable (www.mashable.com)
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Mobile moments are at the heart of consumer engagement› The average smartphone owner spends 1 hour and 53 minutes
interacting on their phone daily.
› Most marketing leaders in our recent US survey reported that between 25% and 50% of their site traffic comes from mobile.
› One-third of US online smartphone users research purchases on their devices at least once a week.
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…span the entire customer lifecycle
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And take many forms
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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement model?
› How can companies orchestrate consumer engagement to deliver on expectations?
Current mobile strategies won’t deliver.
Image source: Safebee (www.safebee.com)
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It’s only going to get more complex
Image source: Venture Beat (http://venturebeat.com), Pixaby (pixabay.com)
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Old engagement tactics won’t workOnline: Mobile: Customer segmentWho to target Individuals
Pre-fabricated messages through pre-planned channels
What format and content
Personalized content through optimal touchpoint
Triggered by a company eventWhen to engage Push-based communication triggered by a customer-led event
Any locationWhere to engage An explicit location
Proactive interactions to serve the business, or reactive communication to serve the customer
Why the engagement
occurs
Proactive interactions to serve the customer and business
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Use the IDEA framework:
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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement model?
› How can companies orchestrate consumer engagement to deliver on expectations?
Delivering on mobile moments requires sophisticated orchestration
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Solutions deliver speed across IDEA
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Solutions help to execute
Analyze
Performance Measurement &
Optimization
Platform provides analytics into app and or customer lifecycle and campaign performance.
Engineer
Interaction Delivery
Platform delivers the campaign by the channel of choice in that mobile moments.
Design
Engagement Decisioning &
Assembly
Platforms assembles the right content to deliver to the identified audience in the identified mobile moment.
Identify
Audience & Moments
Platform analyzes raw data to identify audience segments and events that trigger mobile moments.
Inputs
Data & Content
Platform ingests content to deliver and data sources. Data types include, at minimum: CRM, mobile app analytics and real time data.
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You need the right data, intelligence, and pipes in place.
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Start with the strategy:1. Identify the most important mobile moments.
• Map out customer journeys.
• Identifying the pain points.
• Decide where the immediacy, simplicity, and context of mobile can remove friction or create delight.
2. Build a strategic plan to use mobile to engage customers.• Are you managing in-app journeys or overall customer journeys?
• What geographies will you serve?
• Do you need professional services' help or do you have staff to handle it internally?
3. Translate your strategy into requirements.