The emergence of a customer’s anytime, anywhere mobile behavior has forced the hand of retailers big and small to keep pace with their customers. The race to capture and engage customers with mobile has already started. Chief Marketing Officers, are you ready?

1. Produced By: Scott MacFarland
November 2015
Photo: pexels.com
M BILE
What’s Working In
Consumer Engagement?

2. 3-4 Customer’s anytime anywhere mobile behavior
5-6 Mobile consumer engagement is central to a retailer’s strategy
7-10 CMOs are the purchaser involved in the buying process
11-14 The connection, context and content must be integrated
15-17 Mobile marketing strategies must drive habitual behavior
18 Summary
In this eBook you will learn
why mobile initiatives have
emerged as the heartbeat
and the energizing force
behind successful consumer
engagement strategies.
!
!
Table of Contents
Photo: pexels.com
!
Today, the customer path to purchase is a complex web of
interactions and experiences across digital and physical
channels. Mobile is the indispensable common denominator
that is guiding, informing and influencing the customer through
their journey. For those retail brands that can successfully and
seamlessly integrate mobile, the possibilities (and ROI) are
tremendous.”
1
Photo: UnSplash.com
“- Krista Gunstone, loyalty360.org
2

3. The emergence of a customer’s anytime-
anywhere mobile behavior has forced the
hand of retailers big and small to keep pace
with their customers. The race to capture
and engage customers with mobile has
already started. Chief Marketing Officers,
are you ready?
!
As you can see from the compelling facts
to the right, the consumer desire for mobile
has emerged and so has the demand for
brands to provide superb mobile
experiences. As this occurs, mobile
customer engagement will naturally
increase.
!
These same consumers are now
spending more time interacting with
mobile devices and apps than ever
before.
!
This interaction is not just happening at
planned moments throughout the day.
It’s occurring whenever and wherever
consumers feel the urge to fulfill their
inner desire for self-satisfaction.
!
!
!
!
Customer’s Anytime-
Anywhere Mobile !
Behavior
224 million
monthly active app
users in the US
99% of texts are read and
90% within 3 minutes
92%
of mobile shopping
app users want to
be alerted if retailers
are having sales
187 million
Americans now own
smartphones. 77%
mobile market
penetration
2
3
4
5
Photo: pexels.com
3

4. For decades CMOs and retail executives
have been scratching their heads wondering
how they can capture and keep customers
that are essential to their business. Their goal
was not only to drive traffic to the brick-and-
mortar stores and e-commerce websites, but
also to capture the attention and earn the
loyalty of the people already in the stores.
Customer’s Anytime-
Anywhere Mobile !
Behavior
Mobile devices and the many ways they engage,
interact and fascinate us consumers have
interrupted and monopolized our daily lives to
the point where we just can’t stop them anymore.
If businesses don’t plan for how they can
mobilize a strategy soon, they will be far behind
their competition.
!
!
!
!
!
!
!
!
3 of the top 6
areas for increased
spending in 2015 are mobile:
!
- Location based Mobile Tracking
- Mobile Applications
- Mobile Push Notifications
!
6
Photo: UnSplash.com
4
It’s amazing that today’s mobile technology can
accomplish both. The mobile consumer of today
expects a richer shopping experience and the
strategy the helps accomplish that must also
provide enhanced consumer engagement.
!
Mobile, consumers today receive highly !
targeted messages for the products they !
want, when they want it.!
!
!
$$$$$$

5. Mobile Consumer Engagement Is !
Central To A Retailer’s Strategy
2 billion
More than 2 billion
mobile users will
make a mobile
commerce transaction
by the end of 2017 7
Retailers now have the ability with
mobile to collect valuable customer
data from their customers’ buying
habits. Marketers love this data
because it provides them with a
real life snapshot of the customers’
purchase behavior.
!
CMOs, if that doesn’t convince
you, maybe this will: !
of customers say they
use their mobile devices
before and during
in-store visits
84%
8
All of this information helps create
deeper insights and customer
profiling that can be used for
future digital and mobile enabled
communications that trigger
customer purchases.
What About The Consumer?!
We know that today’s brands are investing additional funds and
resources in their mobile strategy. That’s great for the business, but
how does a brand’s mobile strategy actually help the consumer?
!
10
Photo: startupstockphotos.com
GFX: iconfinder.com
5
8 million
Starbucks has 8
million mobile
transactions weekly
9
“The mobile consumer wants the retailer to offer content and
promotions relevant to the total consumer based on personal
interests. This is only made possible through cognitive
computing, harnessing the potential of big data.”!
- Bernie Borges - CEO, Find and Convert
!

6. Mobile Consumer Engagement Is !
Central To A Retailer’s Strategy
When brands start to think about how to really create value for the
customer, they will discover that mobile is most likely in the conversation.
There are several ways to engage your prospective and existing
customers. Typically retailers big and small use coupons, promotions,
location based messages, beacons and even contests to show value.
This is integral for increasing customer engagement, and what brands like
to call mobile wallet.
!
57% of US online adult smartphone
users are interested in having access
to loyalty program points and rewards
within a mobile wallet.”
- Thomas Husson of Forrester
12
11
57%
!
The benefits are recognized not only in
mobile wallet, but also in virtually every other
facet of the business. Mobile has the unique
ability to reach people anywhere, anytime,
based on-location, time, behavior and
a myriad of factors that all help the CMO
of a retail brand exceed business goals.
Mobile has definitely become the !
energizing x-factor for retail brands !
Photo: pexels.com
6
“

7. When brands decide to “go
mobile” - sometimes the wrong
executives are at the table making the final
decisions. In reality, the CMO should be the
driver of all-things-mobile. Additionally, mobile
!is so much more than just text messaging on
the vendor side and the buyer side. Mobile
technology is used in many consumer applications.
Typically its function is to drive new engagement initiatives,
sales revenue or help communicate with and retain existing
customers by keeping them connected and in-the-know. These
should be purely marketing functions that should have the CMO’s
attention. CMOs also need to speak into and invest in the mobile process
from concept to deployment, from conversion to repeat customer.
CMOs Are The Purchaser Involved !
In The Buying Process!
Photo: pexels.com
7

8. Is it possible in just a few short
years the CMO may have 80-90%
of the buying power for mobile
consumer engagement channels?
!
!
Think !
About !
This…
By 2017, marketers will spend approximately
$31.1 billion on mobile advertising -
nearly 4x of that spent in 2013.
By 2017, the CMO will spend more on IT than the CIO.”
- Gartner Analyst Laura McLellan
13
14
CMOs Are The Purchaser Involved !
In The Buying Process!
Photo: pexels.com
8
“

9. Chief marketing officers are no longer just the creative minds
in the business. They must manage a budget like the CFO,
interact with technology like the CTO, and deploy and
manage widespread initiatives like the COO. This paradigm
shift in thinking and action from years past requires a different
breed of marketers that must think and act digital and mobile
first. This also requires a robust technology budget to support
business goals.
!
In a recent 2015 CMO.com article, a study by Conductor
indicates that chief marketing officers will spend big on
technology in the coming years. Below are just a few of the
indicators from the study that clearly inform us all that
technology is critical for retail marketing teams. If your !
team isn’t thinking about how mobile technology should
be integrated with your marketing strategy, maybe it’s
time to start.
15 16
65%
of marketing executives plan on spending
more on marketing technology in the coming year
61%
of marketing executives say data is more
important than it was a year ago
of those same marketing executives plan
on spending significantly more (25% or more)
28%
CMOs Are The Purchaser Involved !
In The Buying Process!
Photo: pexels.com
9

10. Photo: startupstockphotos.com
GFX: piktochart.com
It’s fair to say that 100% of chief marketing officers want and need
a mobile strategy that is highly efficient for both the company to
manage and the consumer to engage with easily. This is not a simple
task to accomplish.
!
CMOs are spending more on mobile engagement initiatives. !
This enables them to stay ahead of the curve all while they become
more educated on the tools and tactics needed to help them
accomplish their lofty goals.!
79% of companies marketing has a
budget for capital expenditures – primarily,
for infrastructure and software”
- Laura McLellan, Gartner CMO Spend Report
17
CMOs Are The Purchaser Involved !
In The Buying Process!
10
“

11. The Connection, Context And !
Content Must Be Integrated!
!
Consumers get highly
targeted promotions
and ads for the things
they want, and retailers
can collect valuable
data on their
customers’ buying
habits, which can be
used for future
promotions, pricing
strategies and
marketing platforms.”
- Greg Petro, Forbes.com !
!
18
19
Everyone is a consumer, and with mobile, that doesn’t
change, it becomes even more important. When a
brand communicates to a prospective customer or
even an existing customer, they don’t always know
their purchase intent.
!
As connection, context and !
content become more integrated;
the brand’s goal becomes more
realistic for the consumer to take !
an action toward purchasing, or !
an action that leads them closer !
to a repeat purchase.
!
Like all good marketing, connection, context and
content are absolutely essential, especially if brands
want to increase consumer engagement and ultimately
sales revenues. This is not a linear brand-to-customer
process. It’s cyclical, and interactive, and in order for
the process to be most effective, it must continue to
deepen the relationship between the brand and the
consumer using methods that are timely and relevant.
!
Businesses need to fully understand
the customer’s journey, their wants,
needs, motivations and their
behaviors. !
!
The more the company knows, the more
effective connection, context and content
will be using mobile. When all three are
integrated in a cohesive, integrated strategy,
both the brand and the customer are happy.
!
Mission accomplished. !
!
!
!
Photo: pexels.com
GFX: iconfinder.com
11
“

12. The Connection, Context And !
Content Must Be Integrated!
!
For the consumer, staying connected helps them
receive offers, coupons, timely communications and
special promotions. If you’re like most connected
consumers, receiving offers on your smartphone is
what you prefer whether you’re shopping, traveling,
working, on the run, or at a soccer game with your kids.
!
!
!
“Among all industries, Retail apps
have been the quickest to adopt !
in-app message centers. Given !
the impact messaging can have !
on sales and pre-shopping !
activities, this isn’t surprising.”!
- Urban Airship
!
!
20
“44% of consumers say that
they would like brands to
deliver deals and coupons
to their mobile devices.”
- HubSpot 21
44%
We all know that a consumer’s time is valuable, and so is being connected to them
for the reasons they want and need. Here’s the tricky part for brands; connection
and context are great, but without content, the first two cannot stand on their own
successfully. The customer wants content and even signs-up for it to make their
busy life easier.
!
Content for decades has been considered king, and in the mobile world, that still
holds true, especially since many people are viewing content on many devices and
screens simultaneously.
!
!
!
!
!
!
“81% of multi-screeners were
accessing something relevant on
their mobile devices to what they
are watching on the big screen.
!
” Azadeh Williams, CMO.com
“Your customers aren’t just accepting
the role their smartphones are playing
in the shopping experience; they’re
also pushing you to engage their
smartphones, forcing adoption of
digital wallet acceptance, mobile
loyalty programs, and more.”
- Matt Pillar, editor-in-chief at
Integrated Solutions for Retailers
81%
22 23
Photo: pexels.com
12

13. The Connection, Context And !
Content Must Be Integrated!
!
Retail brands have adopted the principles of
connection, context and content quickly. Here are a
few ways they have taken advantage of mobile, and
as a CMO, you can too.
!
Improving Customer Communications:
While creating increased touch points that are relevant and timely, this
enhances the customer experience and also allows for alerts to be
used more effectively. Customers feel connected and more in touch,
which helps to nurture them and drive them deeper through the sales
funnel toward conversion.
!
!
Increasing Customer Engagement:
This occurs because of frequent communication, highly targeted
marketing, promotions and even status updates are being used for
customer loyalty programs. Customers prefer messages that are highly
relevant, and not a sales pitch. When relevancy is happening, increased
engagement will drive sales revenues.
!!
!
Increasing Store Traffic:
Mobile drives store traffic with both app and text reminders and
contextually relevant promotions that use real-time customer behavior
as triggers. Connection, context and content are critical here because
none of them can stand-alone; they rely on their combined strengths
to be successful.
!
! Photo: DeathtoStock
GFX: iconfinder.com
13

14. The Connection, Context And !
Content Must Be Integrated!
!
Because adult mobile users are spending
more time on their devices, that means they
are more connected than ever before. It also
means the context in which they are being
drawn to different mobile experiences as well
as the content used to compel them to
purchase is seamlessly integrated to create a
brand-to-consumer engagement cycle that
never stops.
!
Mobile digital media time in the
US is now significantly higher at
51% compared to desktop (42%)
!
!
5.6 hours per day time spent per adult user
per day with Mobile
!
2.4 hours per day time spent per adult user
per day with Desktop/laptop
!
!
!
Photo: pexels.com
14
KPCB US and global Internet trends 2015 report
24

15. Marketers strive to build relationships with their customers. This
is organic to how marketing teams think, create a strategy and
implement mobile initiatives. A great deal of research goes into
understanding the customer and how to build a relationship with
them. Mobile is an unparalleled marketing channel that can
accomplish both because today’s smartphone technology plays
an active role in the lives of consumers. Checking one’s smartphone
has become so habitual it’s almost like an extension of the arm itself.
!
!
Mobile Marketing Strategies
Must Drive Habitual Behavior!
The average smartphone-wielding
consumer whips out their phone more
than a hundred times every day”
- Tom Kaneshige, CIO.com
25
Can you think of a better way to develop a
relationship than with a device that’s being
used all the time by the person that is most
important to your business?
97%
“of smartphone owners use text messaging,
the most popular feature on smartphones”
- Pew Research Center
26
46%
“of smartphone owners say that it is something
they “couldn’t live without.”
- Pew Research Center
26
Photo: pexels.com
15
“

16. Mobile Marketing Strategies
Must Drive Habitual Behavior!
Mobile payment methods are soon to become
the norm for brands and consumers. Before this
occurs, there needs to be a shift in consumer
habits because some generational groups are
not accustomed to swiping their smartphone
and paying instantly. The older the customer,
the less likely mobile payments will occur.
!
As mobile usage increases and becomes a daily
occurrence for some people, it has also proven
to be a robust tool for marketers. CMOs looking
to reach out to the Millennial generation are
exploring mobile marketing strategies designed
for that generation and their digital behaviors.
According to a Mitek and Zogby Analytics study,
this generation spends a great deal of time with
their smartphone both day and night (87%).
!
!
!
!
27
28
If you’re not convinced that mobile drives
habitual behavior, just ask any person walking
the street with their smartphone clutched in
their hand and their face looking down at the
screen. Or the dating couple in a restaurant
having dinner together. They are gazing into
their small screen instead of their mate’s eyes.
The smartphone is not only creating a habit
people are unable to break, it’s created what
some call the perfect storm for addictive
behavior. This is good news for marketers.
!
!
!
!
!
29
“The confluence of increased
access and greater sharing of
personal information, and at
higher transmission speeds,
has created the perfect storm
of addictive technology.”
- Nir Eyrl
30
of Millennials spend over two !
hours a day on their device.
Mobile Pay - Soon To Be The Norm!
78%!
28
Photo: pexels.com
16

17. Mobile Marketing Strategies
Must Drive Habitual Behavior!
Photo: stocksnap.io
!
“Gallup found that about half of smartphone users check their phones
several times an hour or more frequently; 81% of people said they keep
their phones near them “almost all the time during waking hours” and
63% do so even when they’re sleeping.” - Frank Newport 31
Have you ever counted how many
times each day you took your
smartphone out of your pocket
or purse and started staring at it
needlessly?
!
!
!
!
of smartphone owners
check it a few times an
hour or more - Gallup
!
of smartphone owners
say they keep their
smartphone near them
all the time during
waking hours - Gallup 32
report keeping it
near them at night
even while sleeping
- Gallup 32
81% 63% 52%
20%
32
32
ages 18-29 check their
phone every few minutes
- Gallup
17
It’s probably a scary statistic that many of us are
really not interested in knowing the answer to. If we
were honest with ourselves, we would probably
admit our smartphone tends to monopolize our time
and attention. When we do engage with it, most
likely it’s on impulse and not because we actually
have a real need to do something.

18. A mobile strategy is paramount moving
forward in today’s world of digital.
Customers have changed their habits
day and night.
!
The smartphone has become a
permanent go-to device in hands,
purses and pockets worldwide.
!
Summary
The number of mobile devices has now !
surpassed the global human population, !
with nearly 90% of consumers !
owning a mobile phone.”!
- Steve French, global vice president at Amdocs' OpenMarket
!
!
!
!
!
!
It’s amazing how the world of mobile has
altered the way consumers engage with all
types of brands. Customer expectations are high
and the content they receive must meet them where
they are in the buying process in order for brand-to-
customer engagement to occur.
!
As technology and consumer adoption of mobile
evolve at warp speed right in front of our eyes, we
are seeing the retail consumer engagement status
quo change. Mobile has become the norm that
starts the relationship building process and
continues it all the way through to purchase !
and beyond.
Photo: pexels.com
GFX: iconfinder.com
18
“ 33

19. Scott MacFarland has 28 years of producing, marketing and digital experience while working in broadcast
television, digital agencies, production, corporate marketing and start-ups. His marketing work has been
seen and leveraged by customers and brands around the globe. Scott has been recognized and awarded
for multiple campaigns, and brand launches with domestic and international companies. Scott is an
accomplished producer, consultant, content marketer, digital strategist, blogger, eBook author, speaker and
thought leader on the topics of digital, social media, mobile, business and content marketing. He is currently
published on the Huffington Post, LinkedIn, Pulse, Slideshare, Natcom, Onboardonline and
YourBrandExposed.com.
!
Scott MacFarland
Chief Evangelist | Digital Marketing Strategist
YourBrandExposed.com
digital . social . marketing . content
19
Latest eBooks:!
• How Content Leads To Customers
• Why Is Content Marketing Critical For A Healthy Business?
About the Author:
2015 Speaker and Panelist:!
• Social Media Strategies Summit - Las Vegas
• Hubspot Inbound - Boston

20. 1- Source: http://loyalty360.org/loyalty-today/article/how-starbucks-pioneered-mobile-and-reaped-rewards
2-­‐
Source: http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing-infographic/89507/
3-­‐
Source: https://www.mobilecause.com/mobile-stats-infographic/
4-­‐
Source: Latitude Research
5-­‐
Source: http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-March-2015-US-Smartphone-Subscriber-Market-Share
6- Source: Salesforce 2015: https://www.salesforce.com/blog/2015/01/2015-state-of-marketing.html
7-­‐
Source: http://www.juniperresearch.com/researchstore/commerce-money/mobile-commerce-markets/key-sector-strategies
8-­‐
Source: http://risnews.edgl.com/retail-news/Retailers-Enter-New-Era-of-Mobile-Focused-Consumer-Engagement99847 - Molly McCombe
9-­‐
Source: http://loyalty360.org/loyalty-today/article/how-starbucks-pioneered-mobile-and-reaped-rewards
10-­‐
Source: Find and Convert http://www.findandconvert.com
11-­‐
Source: Mobile Wallet http://blogs.forrester.com/thomas_husson/15-02-09-the_future_of_mobile_wallets_lies_beyond_payments
12-­‐
Source: http://blogs.forrester.com/thomas_husson/15-02-09-the_future_of_mobile_wallets_lies_beyond_payments
13- Source: http://webbiquity.com/marketing-research/21-vital-mobile-marketing-facts-and-statistics-for-2014/
14-­‐
Source: http://www.insidecxm.com/a-chief-marketing-officer-kicks-off-2015/
15-­‐
Source: CMO.com: http://www.cmo.com/articles/2015/1/7/study_uncovers_cmo_s.html
16-­‐
Source: Conductor: http://www.conductor.com/learning-center/182-marketing-executives-reveal-their-2015-success-tactics/
17- Source: Gartner CMO Spend Report https://www.gartner.com/marketing/digital/research/digital-marketing-spend/cmo-spend-2015/
18-­‐
Source: http://www.firstinsight.com/strategy
19-­‐
Source: http://www.forbes.com/sites/gregpetro/2015/03/06/2015-the-year-of-the-mobile-beacon-part-one/
20-­‐
Source: http://urbanairship.com/lp/mobile-engagement-benchmark-reports
21-­‐
Source: http://www.hubspot.com/marketing-statistics
22-­‐
Source: http://www.cmo.com.au/article/574648/5-lessons-smarter-mobile-customer-engagement/
23-­‐
Source: http://www.retailsolutionsonline.com/doc/three-keys-to-the-mobile-consumer-strategy-preparation-and-adoption-0001
24-­‐
Source: KPCB US and global internet trends 2015 report http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-
and-global-internet-trends-2015-report/
25-­‐
Source: http://www.cio.com/article/2900120/cmo-role/why-cmos-must-take-mobile-more-seriously.html
26-­‐
Source: Pew Research Center http://www.pewinternet.org/2015/04/01/chapter-one-a-portrait-of-smartphone-ownership/
27-­‐
Source: http://heidicohen.com/2015-mobile-marketing/
28- Source: http://www.emarketer.com/Articles
29-­‐
Source: http://www.technologyreview.com/news/535906/compulsive-behavior-sells/
30-­‐
Source: http://www.technologyreview.com/news/535906/compulsive-behavior-sells/
31-­‐
Source: Gallup http://www.gallup.com/poll/184046/smartphone-owners-check-phone-least-hourly.aspx?
utm_source=alert&utm_medium=email&utm_content=morelink&utm_campaign=syndication
32- Source: Gallup http://www.gallup.com/poll/184046/smartphone-owners-check-phone-least-hourly.aspx?
utm_source=alert&utm_medium=email&utm_content=morelink&utm_campaign=syndication
33-­‐
Sources:
http://mashable.com/2015/01/02/mobile-trends-2015/
http://www.openmarket.com/
Photo Credits:!
UnSplash.com
startupstockphotos.com
stocksnap.io
pexels.com
Graphic Credits:!
piktochart.com
iconfinder.com
!
!
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eBook Sources:
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