mobile marketing beyond the purchase recognize the value of every mobile interaction

Mobile Marketing Beyond the Purchase Recognize the Value of Every Mobile Interaction

©2015 IBM Corporation

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Today’s Speakers


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Today you will learn about:

3 ©2015 IBM Corporation

• Our perspective on why mobile is so special

• Best practices from clients taking new

approaches to customer engagement in ways

that are both personal and meaningful

• How you can keep your customers engaged

with your brand

4 4 ©2015 IBM Corporation

Customers want to be understood,

to be engaged, and to co-create

brand experiences

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Last year’s holiday season, 53%

of web traffic was from mobile

devices

– IBM 2014 Holiday Benchmark

Mobile is Now Essential

Mobile

53% Desktop

47%


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Mobile isn’t about “channels”

It is about new customer expectations and

empowerment


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Making it difficult to gain a holistic view and engagement

plan for the customer

which is critical to engaging consumers and maximizing revenue.

Separated

Channels are disparate and

do not communicate with

each other

Not Contextual

Leads to content that is

less relevant to the

customer

Less Value

$2 $1

No context means less

value for the end-user and

diminished effectiveness


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To meet the challenge of the empowered consumer,

the empowered marketer needs to implement

continuous customer engagement

1:1 Marketing

• Marketing interactions

• Controlled, 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


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Know each customer in

context

Innovate and scale

personally relevant and

rewarding experiences

Co-create with customers,

employees and partners.

Customers and leading companies are re-writing

the rules


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Leading marketers are achieving breakthrough

results with a unified omni-channel approach

IBM’s The State of Marketing 2013 research study


14 www.PointSource.com

http://www.pointsource.us

www.PointSource.com 15

The PointSource Approach



A Few of Our Clients



Shoppers Depend Upon Mobile

• Mobile traffic accounted for

52.1% of all Black Friday

traffic and 32.3% of sales.

• 70% of Wal-Mart traffic on

Thanksgiving weekend

came from mobile devices.

• 65% of US shoppers

research a product online

and buy in store

• 84% of US Smartphone

shoppers use their phones

to assist with shopping while

in a store

• Tablet transactions

topped $28B in 2013

• 80% of Phone based

purchases are happening

using apps

• 50% of smartphone users

say they will use mobile

wallets for daily

transactions by 2016

• 80% of purchases are

influenced by the mobile

channel



The Future of Commerce

Shopper Expectation Retailer Ask

Engaging and context-aware stores

Store interfaces that keep pace

with mobile evolution

One store, one brand experience

Ability to deliver personalized

experiences that are fun and

responsive

Responsive/adaptive content

delivery to manage costs and

time-to-market while optimizing

for device form factors

Seamless experience across

devices

Theme

Omni-Channel

Engaging

Adaptive



Mobile Web & App for Appliance Retailer

The client saw an opportunity to expand their e-commerce experience to

mobile in order to maximize e-commerce revenue and better align with

the needs of the modern consumer.

PointSource was tasked to revolutionize their mobile e-commerce

strategy

• Initial focus to design, develop and launch their mobile website

• Continued iterations to add features and functionality

• Translated the mobile web experience into an installable application

with channel specific functionality



Mobile Web for Appliance Retailer

Mobile commerce solution enabled this large

retailer to expand upon its mobile presence

• Search product information, price compare

and receive targeted promos

• PointSource mobile user experience experts

ensured an intuitive and seamless cross

device experience

• Common codebase for easy rollout of

installable application down the line

• Entire first-of-its-kind solution developed in 3

months



Mobile App for Appliance Retailer

Applying common codebase allowed us to focus

development time on true value adds for the app

• Push notifications with geolocation and user-

segmenting using IBM Mobile Customer Engagement

• Barcode scanning for in-store price caparisons

• Geolocation to improve checkout and increase

conversion

• Application-optimized landing screen

• Intelligent mobile web-to-app deep linking to offer an

omni-channel experience

• Improved category selection

• Social integrations

• Integration with Cordova PayPal plugin



Retail Loyalty App

PointSource delivered the first mobile solution to using SoftLayer and

IBM Mobile Customer Engagement to provide cloud-based access to the

IBM MobileFirst portfolio and a personalized notification strategy.

The client needed a mobile solution to address three key goals:

• Enrich the in-store shopping experience

• Deliver content with push notifications to help customers make

purchase decisions and increase spends

• Increase participation in their Winners Circle loyalty program

Project Highlights



Retail Loyalty App

Using Worklight, IBM Mobile Customer Engagement and Softlayer,

PointSource user experience experts created key functions providing a

premium customer experience

It’s targeted, simple and quick. Key features include:

• Access to rewards

• Message center

• Account / order tracking

• Product scan

• Release calendar

• Store locator


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Mobile Customer Engagement 24 ©2015 IBM Corporation

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Circa 2011-2012: Device is the context

SMS

Texts

Native

Push

Notifications

Mobile

email


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Circa 2012-2013: Lets Pull More Context from the Device!

Geo

Location

Mobile

Web

Advanced

Segmentation

A/B

Testing


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Today:


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Analysts agree: integration is key to a successful

mobile strategy

The Challenge Is To Integrate Push Notifications

Into A Direct Marketing Strategy

To offer the most-relevant push notifications, it is not enough

for marketers to segment and analyze their mobile customer

base and to define more contextualized messages. It is also

critical to fully integrate push notifications as part of their

overall direct marketing and CRM strategy.

Source: “Push Mobile Engagement to the Next Level.” Husson, Thomas. Forrester Research, Oct. 17, 2013.


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Operating Systems (iOS) Innovations Benefitting

Marketers

Interactive

Multiple actions

Personalized

Segmented

Highlights

Interactive Simple Notifications


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Rich Notification Notification Inbox

Drive Engagement with Customer-Friendly Capabilities

Increase Response Rates Use rich push notifications for

more engaging interactions

Slot messages into your app

in a Message Inbox so app

users can view them on their

terms.


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Specificity of Messaging For Business Needs

Broadcast Narrowcast 1:1 Cast message all app users message some app users

based on rules & segments

message individual users

Brands should employ all three types of messaging campaigns

A Stop in your nearest store this

weekend with Fashion Sales from

55!

VTLiving VTLiving VTLiving

Your Order is now ready for

delivery

Get Bonus Points with your

rewards card. Collect and redeem

points for fun prizes


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Segmentation Location Omni-Channel

Security Analytics Services

Six Key Mobile Features


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Create or Upload Segments and Lists

Create new segments within

an interface Upload Lists


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IBM Mobile Engagement offers the only complete location-based messaging

solution enabling enterprise marketers to communicate with users throughout the

entire customer journey

Industry-Leading Location Targeting

Arrival & Departure Create advanced geo-fences

that allow for messaging on

arrival or departure of a location

Location Segments Drive users to locations by

messaging broad locations such

as “NYC” or “The West Coast”

Indoor Messaging Employ hyper-targeted areas

inside a location with iBeacon,

Presence Zones, and more


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Omni Channel Source and Execution

Customer enters geo-

fenced location

Feed into Universal

Behaviors IBM Mobile Cloud Campaign Flow from

Engage

User receives targeted mobile offer

PT


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Mobile Data Source Feed Into Larger Analytics

callback

Mobile as a Data Source

app opens click through rate

location

rich clicks

shares dwell time

time in app

opt-out

rich opens


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Omni Channel Source and Execution

Customer enters geo-

fenced location

Feed into Universal

Behaviors

email

web

social

mobile

point of sale

call center

Campaign Flow from

Engage


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Deliver better up-to-date contextual views

of the customer

+ =

Cross-channel User

Behavior

Cross-channel Customer

Profile

Cross-channel Real-time

Events

Profile SMS and email collected data

+

Push Notification Profile

Device Used, Phone Number, Language, Time

Zone, etc.

=

Behaviors SMS Behavior Email Behavior

Push Notification Behavior

Push Notification Clicked Rich Notification Action

Historical Location

=

+ Events

Convert User Actions / Inactions into Events that drive

SMS and Email

Push Notification Events

Convert Mobile Actions / Inactions / Location into Events

that drive Push Messages

=


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Enterprise Support and Services to Drive Business

Results and Project Timelines

Marketing

</> Development

Ongoing Support Onboarding Services

Marketing

</> Development


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Mobile gets you closer to your customer at all times

Think

“mobile”

at every

touch point

Engage with

customers

in context

Learn

from every

interaction

Discover

new entry

points


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Contact Information

@IBMExpOne

LinkedIn

Slideshare

YouTube

Dan Gesser

Global Sales Leader

IBM Mobile Customer Engagement

[email protected]

Luke Langford

Vice President, Sales & Business

Development

Pointsource

[email protected]

@pointsource

www.pointsource.com


https://twitter.com/IBMExpOne


https://www.linkedin.com/groups/IBM-ExperienceOne-4079566?gid=4079566&trk=nmp_rec_act_group_name

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https://www.youtube.com/user/IBMEMMChannel

mailto:[email protected]

mailto:[email protected]


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Who Should Attend ExperienceOne |

Amplify:

Executives and practitioners in marketing,

commerce and customer analytics

Why Attend ExperienceOne | Amplify:

Network with over 2,800 industry leaders,

executives and practitioners in marketing,

commerce and customer analytics.

Discover the latest trends and innovative

solutions that demonstrate measurable

business results.

Get hands-on with the latest technologies

and solutions.

Experience the newest innovations from

IBM through 200+ sessions and workshops

plus the latest product demos.

Anticipate behavior and deliver flawless

customer service.

Capitalize on opportunities with mobile,

social, cloud and analytics.

ExperienceOne | Amplify Tracks:

Commerce - create a unique brand experience

across all channels for both B2B and B2C

omni-channel commerce

Customer analytics - acquire the right

customers, optimize the customer experience,

understand the customer journey, and minimize

fraud

Marketing - target, engage and win customers

across multiple channels by combining proven

best practices with innovative technologies

Register by February 28th to save $200 off the standard rate.

For more details, visit ibm.com/ibmexperienceone ©2015 IBM Corporation

http://ibm.com/ibmexperienceone

http://ibm.com/ibmexperienceone

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Q&A



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