2013 mobile firsteec_final
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TRANSCRIPT
MOBILE FIRST
John EdwardsDirector, Digital CRMVerizon [email protected]
Wacarra YeomansDirector, Creative ServicesResponsys@[email protected]
Smartphones are an indispensable part of our daily lives.
Smartphones are indispensable
— 62% Are using their smartphone everyday— 80% Don’t leave home without it
Smartphones are used everywhereHome 97%
On the go 83%
In a store 78%
Restaurant 71%
Work 71%
At a social gathering 60%
Doctor’s office 56%
Café or coffee shop 50%
Airport 49%
Public Transport 36%
School 30%
(Source: Google Mobile Planet Report)
Behavior indicates intent— 94% have looked for local information— 90% have taken action as a result
(Source: Google Mobile Planet Report)
65% still prefer to shop on their PC/tablet for a better experience
Are you repelling customers?
(Source: SmartInsights)
Your customer is mobile and you should be, too.
Phones larger, tablets smaller
Motorola Razr Maxx HD
iPhone 5 Samsung Galaxy Nexus
iPad Mini Amazon Kindle Fire HD
How we read email
Other constraints
• Connectivity: wifi, 3G, 4G, 4G LTE– Google: Slow load times can lead decrease
customer activities for up to 5 weeks• Limited attention span
– Multi-tasking
We’re a brand first and a channel second.
A mobile company
Mobilizing our content made us better marketers.
40%
35%
26%
Email Openers by Device Type
MobileDesktopWebmail
Understand your audience
Anticipate their expectations
Campaign Engagement Activation Rate
Mobile Vs. Desktop Performance ↑ 2X ↑ 87%
Triggered Mobile Save Cart Email (Day 1)
Mobile VzW.com Shopping Path / Save Cart Flow
Create an experience.
Mobilizing our content made us better marketers.
• Redesign from the ground up.• Think about every interaction.• Be direct. Keep it simple.• Ruthlessly prioritize.• Compromise is your enemy.
Mobile First: Decide what matters most
Clearly define your objective
Which of these is more clear?• Drive conversions• We need to upsell hotels to people who have
purchased airline tickets.• Currently 5% of our customers who purchase
flights also purchase hotels. We’d like to see 10% by the end of this campaign.
Ask what’s in it for me?
Perception
Effort Pay-Off
Mobile First: Review your mobile customer experience
Mobile First: Plan your mobile email first
Plan your mobile email first
Plan your mobile email first
Mobile First: Consider the entire inbox experience
Don’t forget your subject line• You only have 20 words to make an impact.
• Make.• Them.• Count.
Questions?
Resources
You know you’ve achieved perfection in design, not when you have nothing more to add,but when you have nothing more to take away.- Antoine de Saint-Exupery
Thanks!
John EdwardsDirector, Digital CRMVerizon [email protected]
Wacarra YeomansDirector, Creative ServicesResponsys@[email protected]