Stop Your Mobile Marketing: It’s About the Context not the Channel
MMA Webinar Series September 23, 2014
Sponsored By:
About the MMA The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
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Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry
About the MMA Additionally MMA committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.
The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries.
For more information about membership email: [email protected] or visit http://www.mmaglobal.com/member-center/benefits.
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MMA Members Include
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MMA Members Include
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Today’s Agenda
• Mobile as a single channel
• Meeting the challenge of the empowered consumer and the empowered marketer
• Improving the customer journey with a complete Omni-channel solution
• Omni-channel customer use cases
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Key Insights to be Shared
• Stop thinking of mobile as a single channel and leverage the enhanced context
• Focus on the entire customer journey regardless of channel
• A complete multi-channel marketing solution underpinned by a complete understanding of the customer enables marketers to break down the organizational silos and communicate with customers in context and in the right channel
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Today’s speakers
Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company
Josh Rochlin Global Business Leader for Mobile Customer Engagement IBM ExperienceOne
John Grifferty Sr. Director of Membership, North America Mobile Marketing Association [email protected]
Moderator:
Managing Your Questions
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Share the Insights #MMAWeb #IBMExpOne
© 2014 IBM Corporation
STOP Your Mobile Marke1ng!
© 2014 IBM Corporation
of email opens are on mobile devices
51%
PEOPLE LOOK AT THEIR
150X A DAY
PHONE
Source: Litmus
Source: Litmus
© 2014 IBM Corporation
Doing mobile right Focus on the device and the unique OS Focus on your consumer
© 2014 IBM Corporation
2011
-12
SMS
SMS Texts
Native Push Notifications
Mobile email
Circa 2011-2012: Device is the context
© 2014 IBM Corporation
SMS
2011
-12
2013
Geo Location
Mobile Web
Advanced Segmentation
A/B Testing
Circa 2012-2013: Lets Pull More Context from the Device!
A/B
© 2014 IBM Corporation
SMS
2011
-12
2013
Call center history
Cart abandonment
Loyalty point balance
Social activity
Indoor location
Past purchases
Coupon redemption
Building the universal context
2014
A/B Email and Web history
Today:
© 2014 IBM Corporation 16
Even when we have universal context the device still matters
© 2014 IBM Corporation
But your customers don’t care about the channel for them its all about their own journey …
© 2014 IBM Corporation
And how you engage with them in the moments that matter most
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Transaction Awareness Service Engagement
© 2014 IBM Corporation
The Challenge: Consumers are now clearly in control
Source: Google Shopping Intention Survey 2013
© 2014 IBM Corporation
to be known as an individual
personalized, timely information, service and promotions
Consumers are more demanding than ever before, expecting…
a seamless and integrated experience
as they move across mobile, online and offline channels.
acknowledging their interests, preferences, behavior and interactions.
in the right place and at the right time for maximum relevance.
© 2014 IBM Corporation
Mobile Push Notification enables brands to have rich engagements with their mobile apps
Customized Preference Center Simple Notification
Rich Notification Notification Inbox
© 2014 IBM Corporation
Mobile Web Push allows marketers to have rich engagements with site visitors
Simple Notification Notification Inbox Rich Notification
© 2014 IBM Corporation
Reality is that marketers are stumbling…..
of Marketers run Mobile Marketing tactics integrated as part of the overall customer engagement
Only 21%
Source: The State of Marketing 2012. IBM’s Global Survey of Marketers
© 2014 IBM Corporation
To meet the challenge of the empowered consumer, the empowered marketer needs to implement continuous customer engagement
1:1 Marketing • Marketing interactions • Controlled and planned
(campaign focused) • Batch / cached offers • Large segment personalization • Structured data • Owned (addressable) media
Continuous Customer Engagement • All customer interactions • Agile (customer focused) • Real-time and location aware offers • Contextual hyper-personalization • Structured & unstructured data • Paid, earned and owned media
© 2014 IBM Corporation
Improving the Customer Journey
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© 2014 IBM Corporation
Why Marketing Orchestration is so important
It’s goal is to determine what is the right journey for the customer vs. focusing on selling products through specific campaigns
Delivers greater profitability, efficiency, and higher customer satisfaction (need support)
Customer journeys are more strongly correlated with customer satisfaction and willingness to recommend than uncoordinated communications.
of customer interactions happen during a multi-event, multi-channel journey.
Over 50%
30%
Source: McKinsey 2013
© 2014 IBM Corporation
Complete Omni-Channel Solution
UNIVERSAL BEHAVIOR
Capture Every Action
Captures and manages behavior across every digital and offline channel
to build unparalleled insight into each
individual
SINGLE IDENTITY Connect The Dots
Connects every customer touch
point into a single view
MULTI-‐CHANNEL Communicate
Across Platforms
Sends personalized
messages everywhere each customer prefers
to connect
BEHAVIORAL INSIGHTS Understand
Path To Revenue Discovers customer
preferences by analyzing data from
all devices and channels
MARKETING DATABASE
Manage Behaviors At Scale
Manages everything about each customer,
easily and at scale
INTERACTION ENGINE Automate
Communications Gets personal with
each customer, one at a time and in real-time
© 2014 IBM Corporation
MARKETING DATABASE
WEB ANALYTICS
ECOMMERCE IN-STORE POS
MOBILE
PLATFORM
CUSTOMER DATABASE
WEB ANALYTICS
ECOMMERCE
IN-STORE POS
MOBILE
EMAIL PLATFORM
CUSTOMER DATABASE
© 2014 IBM Corporation
Connects the Dots
Connect all the ways that each customer interacts with your brand.
SINGLE IDENTITY
$$$
Jim
• Email • Mobile App • In-‐Store • Online • Social
© 2014 IBM Corporation
UNIVERSAL BEHAVIORS: Listen everywhere. Respond in context.
Complete Contextual Profile
Mobile
Universal Behaviors
Email Events
Email, Web, Social
The Real Value to the Marketer
Customer Profile
Customer Contextual
Profile
Web
SMS
Mobile/Digital
Improved Omni-Channel Output
© 2014 IBM Corporation
Omni-Channel Solution Benefits
§ Consistent cross-channel communications
§ Orchestrated omni-channel messaging system that leverages a complete customer contextual profile
§ Cross device/platforms to ensure brand continuity and more relevant interactions
33
© 2014 IBM Corporation
Omni-Channel Customer Use Cases
© 2014 IBM Corporation
Use Case: Cross Channel Cart Abandonment
35
Email and Web history
Desktop Cart abandonment Past
purchases
Geofence + Push Notification
© 2014 IBM Corporation
Use Case: Offers based on AOV and Preferences
36
Email and Web history
Past purchases
© 2014 IBM Corporation
Use Case: Customer Personas and Scoring Models
37
© 2014 IBM Corporation
Use Case: Identity through Social Sign In or Email Capture
© 2014 IBM Corporation
… or through an App Deep Link
© 2014 IBM Corporation
Complete Omni-Channel Solution
UNIVERSAL BEHAVIOR
Capture Every Action
Captures and manages behavior across every digital and offline channel
to build unparalleled insight into each
individual
SINGLE IDENTITY Connect The Dots
Connects every customer touch
point into a single view
MULTI-‐CHANNEL Communicate
Across Platforms
Sends personalized
messages everywhere each customer prefers
to connect
BEHAVIORAL INSIGHTS Understand
Path To Revenue Discovers customer
preferences by analyzing data from
all devices and channels
MARKETING DATABASE
Manage Behaviors At Scale
Manages everything about each customer,
easily and at scale
INTERACTION ENGINE Automate
Communications Gets personal with
each customer, one at a time and in real-time
© 2014 IBM Corporation
Native App Push Mobile Web Push
Notification inbox for anytime access to messages Marketer-friendly messaging interface APIs for CRM automation and analytics integration Robust analytics drives insights
Real-time targeting & personalization based on events, customer segments, behavior and location Simple and rich push notifications campaigns for native and web apps as well as mobile devices
Push notifications campaigns offer companies a way to influence intent, inform customers, and learn about mobile users
Targeted Mobile App and Web Marketing Campaigns
9:42 AM
© 2014 IBM Corporation
SMS
2011
-12
2013
Call center history
Cart abandonment
Loyalty point balance
Social activity
Indoor location
Past purchases
Coupon redemption
Leverage the universal context
2014
A/B Email and Web history
Your Mandate:
© 2014 IBM Corporation
Closing: Key Takeaways
43
• Think of the entire customer engagement journey in context… the universal context
• Attract, delight and grow the loyalty of customers by enriching the ways you engage each of them
• Companies that create the best omni-channel experience for their customers will hold significant advantage over their competitors
• Adopt a solution that can provide a holistic view of your customer to help optimize all your marketing campaigns regardless of channel
STOP Your Mobile Marketing! It’s About the Context Not the Channel
© 2014 IBM Corporation
Contact Information
Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company [email protected]
Josh Rochlin IBM Xtify Global Business Leader Mobile Customer Engagement. IBM ExperienceOne [email protected]
@IBMExpOne
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