M! A!
M!
Webinar Series!

Make it Personal: Mobile Engagement,
One Shopper at a time!
January 30, 2014!

Sponsored by:!
1	...
About the MMA !
As the premier global trade association dedicated to accelerating the
transformation and innovation of mar...
Today’s Agenda!
!
Consumers leverage mobile throughout
their customer journey!
!
Shift your marketing approach by
leveragi...
Presenter!
Thomas Husson!
VP Principal Analyst!
Forrester Research Inc.!
Doug Wick !
Director of Product Management!
Digby...
Managing Your Questions!
Share the Insights!
#MMAWeb!
#makeitpersonal!

5	
  
Engaging Mobile Shoppers
Thomas Husson, VP, Principal Analyst
@Thomas_Husson

January 30, 2014
Agenda

›  How are consumers’ mobile behaviors
and expectations changing?

›  What new opportunities for marketers
to enga...
Agenda

›  How are consumers’ mobile behaviors
and expectations changing?

›  What new opportunities for marketers
to enga...
Let’s step back to January 2007

›  More than 1 billion Android devices activated
and more than 700 million iOS devices so...
Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
© 2014 Forrester Research, Inc. Reproduction Pro...
The Mobile Mind Shift

The expectation that I can get what
I want in my immediate context
and moments of need

© 2014 Forr...
Your Mobile Mind Shift

Your company must meet these
new expectations

© 2014 Forrester Research, Inc. Reproduction Prohib...
Regular mobile usage is now mainstream
“How frequently do you do the following activities
on your primary mobile phone? (W...
Mobile users start engaging throughout
the m-commerce journey
Which of the following, if any, have you used your mobile ph...
Mobile traffic is exploding

© 2014 Forrester Research, Inc. Reproduction Prohibited

15
Agenda

›  How are consumers’ mobile behaviors
and expectations changing?

›  What new opportunities for marketers
to enga...
Mobile will mash up physical context
and connected intelligence

© 2014 Forrester Research, Inc. Reproduction Prohibited

...
M-commerce is much more than ecommerce on smartphones
Retail example based on user location
In-store

Competitor store

Ho...
Walmart’s mobile app uses location as
context for flipping into “store mode”

Source: Walmart
© 2014 Forrester Research, I...
Forrester defines context as
“the sum total of what your customer
has told you and is experiencing at
their moment of enga...
Big Data for marketers means predictive
analytics and context rich experiences

© 2014 Forrester Research, Inc. Reproducti...
People spend 87% to 90%
of their time indoors.
— Nokia

Source: Dialaflight.com, Bernstein & Andriulli, Newspaper.li, Glow...
Location technology moves indoor
opening up new opportunities
•  Malls/Commercial centers,
airports
•  Search associated n...
Mobile technologies act as “connective
tissue”
Technology

Use Case

Messaging

• Account services
• Alerts (e.g., coupons...
iBeacon is promising but don’t get too
excited by the hype

Source: Walmart
© 2014 Forrester Research, Inc. Reproduction P...
Agenda

›  How are consumers’ mobile behaviors
and expectations changing?

›  What new opportunities for marketers
to enga...
Shift your marketing approach by
combining mobile unique’s benefits

INTIMACY

IMMEDIACY

CONTEXT

Image source: Arise
© 2...
Don’t get lost in technology debates
› NFC, BLE, RWD, HTML5, Hybrid, LTE?
› Move away from the iBeacon hype
› Technology i...
The POST method: a systematic approach to
integrating mobile into your strategy
1. People

2. Objectives
3. Strategy

4. T...
Leverage analytics to engage consumers
in their mobile moments
›  Use data to understand when

consumers are in their exac...
Empower teams to make faster (and
better) decisions
Make the most of location analytics data
LOCATION DATA DRIVES REAL-TIME CUSTOMER UNDERSTANDING & MODELING

Traffic
• Peak ...
Deepen engagement by improving
experiences and incenting customers
Improve experiences.

Incent customers.

Personalize se...
Contextualized ads to drive traffic to
stores

© 2014 Forrester Research, Inc. Reproduction Prohibited

34
Get privacy right

Your customers have
given you permission
to be in their pocket.
What will you do with
that honor?

© 20...
Summary

›  Shift the way you think about mobile marketing
by combining mobile’s unique attributes

›  Analyze your own cu...
Thank you
Thomas Husson
+33 (0) 6 84 82 95 03
thusson@forrester.com
@Thomas_Husson
Localpoint

Make it Personal: Mobile Engagement, One Shopper at a Time
Doug Wick, Director of Product Management

© 2013 D...
Localpoint

Digby Corporate Overview	

“Digby helps brands & retailers accelerate cross-channel convergence”
Send…
the Rig...
Localpoint

How Brands Get Personal on Mobile	

1:1 Personalization
An event-driven message for
that individual based on w...
Localpoint

Locations Start with Stores	

Venue
Engage customers in brick
& mortar store locations

Analytics
Understand s...
Localpoint

© 2013 Digby. CONFIDENTIAL	
  

®
Localpoint

Profiles Start with Preferences	

Ask for Attributes
Get your customer to tell you about her interests,
communi...
Localpoint

The Ultimate in Personalization: 1-to-1	

1

Event: phone detects
location entry into store

2

Retail app ask...
Localpoint

®

Planning for Personalization	

Personalize at all levels

1-to-1

Some will share their personal
informatio...
Localpoint

www.digby.com/playbook

© 2013 Digby. CONFIDENTIAL	
  

®
Localpoint

Thank you!
Doug Wick
dwick@digby.com
© 2013 Digby. CONFIDENTIAL	
  

®
Closing: Key Takeaways!
!
!Shift your marketing approach by
leveraging mobile’s unique benefits!
!
!
" " " " " " "!
Analyze...
Upcoming MMA Events!

MMA Webinar Series!

Integrated Cross Channel
MMA New York Forum!
Mobile Strategies: 3 Tips for May ...
Additional Resources!
"Smartbrief click here!
"Mobile Smart Fundamentals click here!
"LinkedIn Group click here!
"Twitter ...
MMA Members Include!
!
!
!
" " " " " " "!

51	
  
MMA Members Include!
!
!
!
" " " " " "!

52	
  
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Make it Personal: Mobile Engagement, One Shopper at a Time

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With today's mobile marketing technology, reaching your broad base of customers is easier than ever. However, to make your message stick you have to go deeper. In this webinar, we reinforce the importance of one-to-one engagement when it comes to today’s connected consumer—after all, 54% would consider ending their loyalty programs if they weren’t given tailor-made, relevant content and offers—but we will also provide you with the tools you need to build mobile marketing strategy with the individual consumer in mind. We’ll review the steps that will take you from a one-size-fits-all broadcast approach to a finely tuned, personalized engagement methodology that places you in your customer's pocket.

Don’t just make it local, make it personal.

Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association

Presenters: Doug Wick, Director of Product Management, Digby; Thomas Husson VP, Principal Analyst, Forrester Research

Live Webinar Date: January 30, 2014

Published in: Marketing, Technology, Business
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Make it Personal: Mobile Engagement, One Shopper at a Time

  1. 1. M! A! M! Webinar Series! Make it Personal: Mobile Engagement, One Shopper at a time! January 30, 2014! Sponsored by:! 1  
  2. 2. About the MMA ! As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large! For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits ! ! "INSIGHTS: ! "Access a world of insights through our white papers, articles and case "studies. Support your mobile agenda and ensure mobile readiness! ! CONNECTIONS: ! " "Interact with passionate leaders and stay on the cutting edge. Boost "your business and career by connecting with the people that matter! ! IMPACT: ! " "Influence industry frameworks, standards, guidelines and best "practices. Join the industry initiatives that shape the future of mobile! 2  
  3. 3. Today’s Agenda! ! Consumers leverage mobile throughout their customer journey! ! Shift your marketing approach by leveraging mobile’s unique benefits! ! Develop a one-to-one customer engagement strategy! 3  
  4. 4. Presenter! Thomas Husson! VP Principal Analyst! Forrester Research Inc.! Doug Wick ! Director of Product Management! Digby! Moderator! Leo Scullin! Head of Global Industry Initiatives! Mobile Marketing Association! 4  
  5. 5. Managing Your Questions! Share the Insights! #MMAWeb! #makeitpersonal! 5  
  6. 6. Engaging Mobile Shoppers Thomas Husson, VP, Principal Analyst @Thomas_Husson January 30, 2014
  7. 7. Agenda ›  How are consumers’ mobile behaviors and expectations changing? ›  What new opportunities for marketers to engage shoppers? ›  What are the best practices to embrace the mobile mind shift? ›  Q&A © 2014 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. Agenda ›  How are consumers’ mobile behaviors and expectations changing? ›  What new opportunities for marketers to engage shoppers? ›  What are the best practices to embrace the mobile mind shift? ›  Q&A © 2014 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Let’s step back to January 2007 ›  More than 1 billion Android devices activated and more than 700 million iOS devices sold ›  Facebook has more then 945 million mobile monthly active users ›  YouTube generates 40% of its traffic via mobile ›  eBay generated $20 billion worth of mobile transactions end 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/) © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. The Mobile Mind Shift The expectation that I can get what I want in my immediate context and moments of need © 2014 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. Your Mobile Mind Shift Your company must meet these new expectations © 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Regular mobile usage is now mainstream “How frequently do you do the following activities on your primary mobile phone? (WEEKLY usage only)? Send or receive SMS/text messages 72% Mobile Internet 59% Email 57% Use applications 57% Use search engines (e.g. Google) 53% Take/View pictures 49% 46% Access social networking sites (e.g. Facebook) Research products/services Access your bank/financial accounts Use maps/navigation Stream or download music/audio Use instant messaging (IM) (e.g. Whatsapp) 35% 33% 31% 30% 28% Base: 4350 US Online Adults 18+ (Online Weekly or More) WITH A MOBILE PHONE Source: North American Technographics Consumer Technology Survey, 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. Mobile users start engaging throughout the m-commerce journey Which of the following, if any, have you used your mobile phone for in the PAST 3 MONTHS? 21% To research a product 17% To locate a nearby store or to check store hours 13% To read customer reviews of a product 12% To find or redeem a coupon/coupon code 12% To take picture of a product to share with friends or ask for 10% To purchase a product 10% To look up product information while shopping in a store 9% To compare physical store prices with online prices, when 8% To scan 2-D barcodes (e.g., QR codes, Microsoft Tags) to get 8% To check availability of a product in an online store To check in-store availability of a product 7% To access my loyalty rewards account (i.e., to earn, track or 7% To take picture of myself in a product (e.g. shoes) to share To learn about an in-store promotion or event 6% 6% To check-in to a store using a location-based application 6% To read expert/professional reviews of a product (e.g., CNET) 6% Base: US online adults (18+, online weekly or more) who are mobile phone users Source: North American Technographics Retail Online Benchmark Recontact Survey, 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Mobile traffic is exploding © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Agenda ›  How are consumers’ mobile behaviors and expectations changing? ›  What new opportunities for marketers to engage shoppers? ›  What are the best practices to embrace the mobile mind shift? ›  Q&A © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Mobile will mash up physical context and connected intelligence © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. M-commerce is much more than ecommerce on smartphones Retail example based on user location In-store Competitor store Home • Bar code scanning • Coupons • Coupons • Consumer reviews • In-store inventory • How-to videos • Coupons • Nearest “store” • In-store inventory • In-store navigation • Pricing • Research tools • Lists (e.g., wedding) • Promotions • Shopping list build • Loyalty • Store hours • Promotions • Store location • Shopping lists • Weekly circular Image source: www.mediaquickly.com
  19. 19. Walmart’s mobile app uses location as context for flipping into “store mode” Source: Walmart © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Forrester defines context as “the sum total of what your customer has told you and is experiencing at their moment of engagement.”
  21. 21. Big Data for marketers means predictive analytics and context rich experiences © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. People spend 87% to 90% of their time indoors. — Nokia Source: Dialaflight.com, Bernstein & Andriulli, Newspaper.li, Glow New Media
  23. 23. Location technology moves indoor opening up new opportunities •  Malls/Commercial centers, airports •  Search associated not just with a POI (e.g a department store) but with specific sub-information (e.g, product) •  Real-time information to play a central role moving forward •  Who controls the data and promotion/marketing?
  24. 24. Mobile technologies act as “connective tissue” Technology Use Case Messaging • Account services • Alerts (e.g., coupons, breaking news) • Two-way messaging (e.g, key words with short codes) Bar Codes • Build shopping list (1D) • Compare prices, get ratings/reviews (1D or 2D) • Order replacement (1D or 2D) • Purchase products Image/Logo Recognition • Access additional content via AR • Link to online content Augmented Reality • Marketing • Product experiences • Repair work • Virtual dressing rooms NFC • Check-in’s • Collect information on consumers • Download content • Link to additional content • Payments
  25. 25. iBeacon is promising but don’t get too excited by the hype Source: Walmart © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Agenda ›  How are consumers’ mobile behaviors and expectations changing? ›  What new opportunities for marketers to engage shoppers? ›  What are the best practices to embrace the mobile mind shift? ›  Q&A © 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Shift your marketing approach by combining mobile unique’s benefits INTIMACY IMMEDIACY CONTEXT Image source: Arise © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. Don’t get lost in technology debates › NFC, BLE, RWD, HTML5, Hybrid, LTE? › Move away from the iBeacon hype › Technology is only an enabler of new experiences › To differentiate, you need a step by step approach © 2014 Forrester Research, Inc. Reproduction Prohibited 28
  29. 29. The POST method: a systematic approach to integrating mobile into your strategy 1. People 2. Objectives 3. Strategy 4. Technology © 2014 Forrester Research, Inc. Reproduction Prohibited Review the mobile profile of Italian citizens and enterprises Decide on your goals. Determine your approach to meet your objectives. Choose the technologies that will enable you to implement your strategy. 29
  30. 30. Leverage analytics to engage consumers in their mobile moments ›  Use data to understand when consumers are in their exact moment of need, and meet that need with the right message or service. ›  Combine real-time analytics with push notifications to help deliver contextualized experiences ›  Integrate your app into your CRM systems © 2014 Forrester Research, Inc. Reproduction Prohibited 30
  31. 31. Empower teams to make faster (and better) decisions
  32. 32. Make the most of location analytics data LOCATION DATA DRIVES REAL-TIME CUSTOMER UNDERSTANDING & MODELING Traffic • Peak traffic • Traffic by day/hour • Passersby • Repeat passersby • Capture/ conversion rate • Visit duration • Visit frequency (loyalty) • Cross-venue traffic • A/B flow testing Location • Zone peak traffic • Zone repeat traffic • Zone conversion • Dwell times • First location (intent) © 2014 Forrester Research, Inc. Reproduction Prohibited Queue • Queue peak traffic • Lane throughout • Wait times • Lane traffic times/ days • Lane hopping Patterns & Modeling • Shopper nonbuyer • One & done • Quick tripping • Predictive queuing • Estimated wait times • Estimated basket size 32
  33. 33. Deepen engagement by improving experiences and incenting customers Improve experiences. Incent customers. Personalize service. Target offers. Augment experiences. Deliver action-based rewards. © 2014 Forrester Research, Inc. Reproduction Prohibited 33
  34. 34. Contextualized ads to drive traffic to stores © 2014 Forrester Research, Inc. Reproduction Prohibited 34
  35. 35. Get privacy right Your customers have given you permission to be in their pocket. What will you do with that honor? © 2014 Forrester Research, Inc. Reproduction Prohibited 35
  36. 36. Summary ›  Shift the way you think about mobile marketing by combining mobile’s unique attributes ›  Analyze your own customers’ behaviors and expectations mapping their shopping journeys ›  Forget about technology, integrate your app into your CRM approach ›  Leverage analytics to make the most of mobile moments © 2014 Forrester Research, Inc. Reproduction Prohibited 36
  37. 37. Thank you Thomas Husson +33 (0) 6 84 82 95 03 thusson@forrester.com @Thomas_Husson
  38. 38. Localpoint Make it Personal: Mobile Engagement, One Shopper at a Time Doug Wick, Director of Product Management © 2013 Digby. CONFIDENTIAL   ®
  39. 39. Localpoint Digby Corporate Overview “Digby helps brands & retailers accelerate cross-channel convergence” Send… the Right Message to the Right Person at the Right Time in the Right Place with the Right Value © 2013 Digby. CONFIDENTIAL   ®
  40. 40. Localpoint How Brands Get Personal on Mobile 1:1 Personalization An event-driven message for that individual based on who, where and when they are Location-Aware Personalization Profile-Based Personalization Advanced position detection personalizes based on realtime location information Profiles target groups of shoppers based on attributes and current behavior Broadcast Not personal, but a good starting point for generating app engagement © 2013 Digby. CONFIDENTIAL   ®
  41. 41. Localpoint Locations Start with Stores Venue Engage customers in brick & mortar store locations Analytics Understand store traffic patterns & consumer behavior © 2013 Digby. CONFIDENTIAL   ®
  42. 42. Localpoint © 2013 Digby. CONFIDENTIAL   ®
  43. 43. Localpoint Profiles Start with Preferences Ask for Attributes Get your customer to tell you about her interests, communication preferences, and who she is. Listen for Behaviors Record information about your customers behavior in order to better understand them. Integrate Bring in attributes from other systems to help with profile-based targeting on mobile. © 2013 Digby. CONFIDENTIAL   ®
  44. 44. Localpoint The Ultimate in Personalization: 1-to-1 1 Event: phone detects location entry into store 2 Retail app asks for best offer for that time & place 3 Personalization system chooses best offer Personalization System 4 Personalized message is pushed to user © 2013 Digby. CONFIDENTIAL   E-Com POS Loyalty Location Analytics CRM ®
  45. 45. Localpoint ® Planning for Personalization Personalize at all levels 1-to-1 Some will share their personal information freely, others won’t Don’t wait for perfection Don’t wait for 1-to-1 to become a reality if you can engage now Location Incent your customers Think about what you can offer customers who are willing to get closer beyond good marketing Broadcast © 2013 Digby. CONFIDENTIAL   Profile
  46. 46. Localpoint www.digby.com/playbook © 2013 Digby. CONFIDENTIAL   ®
  47. 47. Localpoint Thank you! Doug Wick dwick@digby.com © 2013 Digby. CONFIDENTIAL   ®
  48. 48. Closing: Key Takeaways! ! !Shift your marketing approach by leveraging mobile’s unique benefits! ! ! " " " " " " "! Analyze your own customers’ behaviors and expectations by mapping their journey! ! Forget about technology, integrate your app into your CRM approach! 48  
  49. 49. Upcoming MMA Events! MMA Webinar Series! Integrated Cross Channel MMA New York Forum! Mobile Strategies: 3 Tips for May 7-9, 2014! Coming Up with Yours! MMA Singapore Forum! February 11, 2014! May 2014! ! Cannes Lions Festival! June 15-21, 2014! NA Mobile CEO & CMO Summit! July 13-15, 2014! ! 49  
  50. 50. Additional Resources! "Smartbrief click here! "Mobile Smart Fundamentals click here! "LinkedIn Group click here! "Twitter click here! "MMA Online: Committees at Work click here! "MMA Online: Webinar Archive click here! "MMA Online: White Papers click here! 50  
  51. 51. MMA Members Include! ! ! ! " " " " " " "! 51  
  52. 52. MMA Members Include! ! ! ! " " " " " "! 52  

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