Anthony Keenan

Client Solution Professional

IBM Commerce

Integrating Mobileinto your marketing strategy

Agenda

• What is mobile marketing

• The mobile marketing opportunity

• Where to start with mobile marketing strategy

• How IBM can help

Mobile marketing definition

“Mobile marketing is promotional activity designed for delivery to

phones, smart phones and other handheld devices, usually as a

component of a multi-channel campaign.”

eConsultancy definition of mobile marketing

But mobile has also changed traditional interaction points

6

Mobile involves and incorporates the full range of previously “stationary” digital

experiences

Mobile devices offer personalized access in real-time

Wide variety of devices and access points not an excuse for a disjointed experience

Mobile is Different

Mobile habits are also key

•‘Mobile' does not just mean being able to access information. It can also means a lot of new habits.

•….habits that are only possible with an ever-present mobile device.

•These new habits are so important to marketers that Meri told us that 'habits are the new viral'.

IKEA Augmented Reality App

A little more on mobile habits…

Tablet browsing increased and was a disproportional

percentage of retail sales during this holiday season

Pervasive Mobile in 2015

Mobile Engagement

Consumers LOVE their mobile phones

Mobile Marketing Summary

So, what we actually have here is a channel where you can learn

about your customers. Use that data across multiple

channels, but also communicate to mobile in multiple ways in

real-time

Mobile marketing response

15

of Marketers Run

Mobile Marketing

tactics integrated as

part of campaigns

Only 21%

run mobile marketing

in silos, discretely, and

on an ad-hoc basis

and 79%

But marketers are stumbling…..

to be known

as an

individual

relevant, timely

information and

promotions

a seamless and

integrated

experience

as they move across

mobile, online, and

offline channels.

acknowledging their

interests, preferences,

behavior and

interactions.

receive personalized

content in the right

place and at the right

time for maximum

relevance.

Consumers expect…

And consumers are more demanding than ever before

High expectations are reflected in higher bounce rate…

Great mobile marketing requires a coordinated, governed,

and valuable engagement plan

• Strategic points:

– Coordinated, single view of

customer

– Bring value with each

message

– Understand the customer

expectations will always be

higher than capabilities

– Create programs based on

stage of life, etc.

• Tactical Point

Demonstrate value before

asking for permission

Manage frequency

Test and learn

Think globally, act locally

Illustrative Example of Mobile Coordination Map

Enabling people, process and technology for a coordinated

and efficient customer communication model is critical

Identifying organizational stakeholders and dependencies

Communicating expectations and plans to team

Mobile Customer Engagement Framework

1

2

3

Identify all of your potential ‘mobile’ interaction points and

understand how it is part of customer experience

Brainstorm ideal mobile touchpoint scenarios. Let your brain

run wild and then set goals for mobile.

Refine your ideas, create a REASONABLE plan and set it in

motion – slow motion

• Inventory of mobile touchpoints (as-is)

• Understand how each touchpoint is part of customer interaction

patterns

1 Identify all of your potential ‘mobile’ interaction

points and understand how it is part of customer

experience

Social

Search

Web

App

Email

Store/Branch

Point of sale

Channel

…rating their experience and posting..

…using Google to find nearest location with product

…‘target prospects’ are viewing brand message while reading

celebrity gossip website

…loyalists are downloading app for coupons and offers

…previous customers are receiving your email offers

…shoppers are using their device to get information, check prices

…shoppers are DISTRACTED from the store experience

…shoppers are using their device to get additional information

…shoppers are DISTRACTED from the store experience

Mobile Touchpoint Inventory Example

• Brainstorm concepts and ideas – relatively

unconstrained– Include mobile technologies including push, location, in-experience behaviors

– Include multiple systems and capabilities

• Set goals for each of those touchpoints– Characterize each channel (acquisition, retention, service, secondary, etc)

2Brainstorm ideal mobile touchpoint scenarios. Let

your brain run wild and then set goals for mobile.

* Estimated mobile interaction with the brand

Touchpoint Brainstorm Example

• Layer brainstorm ideas on top of mobile touchpoints

• Identify capabilities required and goals for each step in your roll

out plan

• Create a roll out plan

• Start slow and then grow.

Refine your ideas, create a REASONABLE plan

and set it in motion – slow motion3

Web

App

Channel

* Estimated mobile interaction with the brand

Mobile web push

Responsive website design

• Drive retention and re-engagement with

app and

• Drive transactions in-store with geo-push

• Send new product promotion

announcements

Required Capabilities

and Technologies

Strategies

and Goals

• Drive website visitors deeper into

web experience

• Drive downloads of mobile

application to returning mobile

website visitors

Simple and rich push

notifications

Geo-fence capabilities

Other Channels….

Example Roll-out Plan

Delivering the mobile customer insights and experiences that

differentiate your enterprise

Gain complete mobile

visibility

to optimise the mobile

customer experience:

Find and isolate

customer problems

in mobile sessions

Segment digital traffic

by device type and

gain insight into the

content and tactics

that drive success

Gain intelligent

location based insight

into customer in-store

behaviour

Engage each

customer in a real-

time dialogue that

builds on past and

current behaviour

Tailor messages at

multiple levels –

broadcast, narrow-

cast, personalised

Create a highly effective,

device-optimised shopping

experience

Support simple, intuitive

interactions

Seamlessly extend into the

store

Better demographic visualisation for customer experience analytics

Questions