the future of mobile wallet marketing
DESCRIPTION
This presentation was given by Jack Philbin, CEO of Vibes at Mobile Marketer's FirstLook on January 15, 2014. Learn about the non-payment side of the mobile wallet and how you can leverage this emerging technology to build customer loyalty and drive foot traffic into your stores.TRANSCRIPT
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The future of mobile wallet marketing JANUARY 15, 2014!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
#MobileWallet!
@JackPhilbin!
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©2014 Vibes All rights reserved. Confidential
Mobile landscape overview!
Mobile marketing !
Mobile advertising!
Mobile !experiences!
Mobile service!
mobile display
ads
sponsored-text
rich media ads
apps
mobile web
m-commerce Mobile media buys
mobile wallet!
QR codes
SMS
MMS
mobile alerts
mobile database
loyalty program activation
service alerts
targeting & segmentation
push notification payments
mobile wallet!
mobile wallet!
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©2014 Vibes All rights reserved. Confidential
Mobile wallet is the non-payment opportunity for marketers!
It’s the leather! …not the plastic!
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©2014 Vibes All rights reserved. Confidential
No words needed to explain the value to the consumer!!
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©2014 Vibes All rights reserved. Confidential
Passbook launched mobile wallet marketing movement!
§ Apple started the non-payment movement in Sept 2012 with Passbook
§ Google Wallet launched their non-payment solution a year later in Sept 2013
§ Both solutions allow users to save and organize: - Offers and coupons
- Loyalty cards
- Rewards certificates
- Tickets
- Boarding passes
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©2014 Vibes All rights reserved. Confidential
Seeing is believing… let’s try it out!!
Text STYLE to 84237!
Google Wallet Apple Passbook Other
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©2014 Vibes All rights reserved. Confidential
Benefits of mobile wallet !
For the Consumer! For the Marketer!
§ Convenience § Timely reminders (expiring points)
§ Location triggers
§ Higher conversion § Ability to update content and offers
§ Low cost location-based marketing
Build-A-Bear Store
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©2014 Vibes All rights reserved. Confidential
iBeacon + Passbook will revolutionize micro-location targeting!
iBeacon
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©2014 Vibes All rights reserved. Confidential
Mobile wallet marketing best practices!
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
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©2014 Vibes All rights reserved. Confidential
1. Create: Determine the best use case(s) for your business!
Event/VIP Passes The Account Card The Loyalty Card
Offers & Incentives
CarrierOne Account Number
12345678910
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©2014 Vibes All rights reserved. Confidential
1. Create: Offer a solution for all smartphone users!
Integrated mobile wallet solution!
Google Wallet Apple Passbook Mobile web “fall back”
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©2014 Vibes All rights reserved. Confidential
1. Create: Build mobile wallet content in minutes!
Google Wallet Apple Passbook
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©2014 Vibes All rights reserved. Confidential
2. Distribute: Use all channels for maximum reach!
Email!
Use multiple channels to distribute content!
Apps /!Push!
Mobile!Ads!
Text!
Web!
Direct!mail!
Social!
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©2014 Vibes All rights reserved. Confidential
Preferred method for receiving mobile wallet content
Email 46%
20% 19% 11% 4%
Text message from the retailer
App from the retailer
Direct mail Mobile banner advertisement
Base: Total n=1,000
2. Distribute: Email and text are preferred methods !
Source: Vibes 2013 mobile consumer survey – July 2013
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©2014 Vibes All rights reserved. Confidential
3. Manage: Actively manage your mobile wallet program!
§ Leverage a platform that makes it easy to: - Send timely notifications
and reminders
- Update content on a regular basis
- Test new creative to see impact on redemption
- Manage and update locations
§ Leverage Smartlink to detect devices
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©2014 Vibes All rights reserved. Confidential
4. Measure: Identify KPIs and actively monitor campaigns !
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©2014 Vibes All rights reserved. Confidential
5. Optimize: Personalize offers and A/B test to improve results!
John Haro Mark Tack Julie Novack
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©2014 Vibes All rights reserved. Confidential
Recap: Take a holistic view of mobile wallet marketing !
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
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©2014 Vibes All rights reserved. Confidential
The first Mobile Wallet Consumer Report!
vibes.com/mobilewallet
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The future of mobile wallet marketing JANUARY 15, 2014!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
#MobileWallet!
@JackPhilbin!