1. Stop Your Mobile Marketing: It’s About the
Context not the Channel
MMA Webinar Series
September 23, 2014
Sponsored By:

2. About the MMA
The MMA is the world's leading global non-profit trade association comprised of more than 800 member
companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile
marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies,
operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing
through mobile, driving business growth with closer and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
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Cultivating Inspiration
Aimed at the Chief Marketer; guiding best practices and driving innovation
Building Capability for Success
Fostering know-how and confidence within the Chief Marketer's organization
Demonstrating Measurement and Impact
Proving the effectiveness and impact of mobile through research providing tangible ROI
measurement and other data
Advocacy
Working with partners and our members to protect the mobile marketing industry

3. About the MMA
Additionally MMA committees work collaboratively to develop and advocate global best practices and lead
standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on
all mobile devices including smart phones and tablets. Members include, American Express, AdChina,
Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide,
Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media,
Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone,
Walmart, xAd, Zenith Optimedia and many more.
The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle
East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries.
For more information about membership email: membership@mmaglobal.com or visit
http://www.mmaglobal.com/member-center/benefits.
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4. MMA Members Include
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5. MMA Members Include
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6. Today’s Agenda
• Mobile as a single channel
• Meeting the challenge of the empowered
consumer and the empowered marketer
• Improving the customer journey with a complete
Omni-channel solution
• Omni-channel customer use cases
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7. Key Insights to be Shared
• Stop thinking of mobile as a single channel and
leverage the enhanced context
• Focus on the entire customer journey regardless of
channel
• A complete multi-channel marketing solution
underpinned by a complete understanding of the
customer enables marketers to break down the
organizational silos and communicate with customers
in context and in the right channel
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8. Today’s speakers
Ben Kaplan
Product Marketing Director, Mobile
Silverpop, an IBM Company
Josh Rochlin
Global Business Leader for Mobile Customer Engagement
IBM ExperienceOne
John Grifferty
Sr. Director of Membership, North America
Mobile Marketing Association
John.grifferty@mmaglobal.com
Moderator:

9. Managing Your Questions
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Share the Insights
#MMAWeb
#IBMExpOne

10. © 2014 IBM Corporation
STOP
Your
Mobile
Marke1ng!

11. © 2014 IBM Corporation
of
email
opens
are
on
mobile
devices
51%
PEOPLE LOOK
AT THEIR
150X
A DAY
PHONE
Source: Litmus
Source: Litmus

12. © 2014 IBM Corporation
Doing mobile right
Focus on the device and the unique OS
Focus on your consumer

13. © 2014 IBM Corporation
2011-12
SMS
SMS
Texts
Native
Push
Notifications
Mobile
email
Circa 2011-2012: Device is the context

14. © 2014 IBM Corporation
SMS
2011-12
2013
Geo
Location
Mobile
Web
Advanced
Segmentation
A/B
Testing
Circa 2012-2013: Lets Pull More Context from the Device!
A/B

15. © 2014 IBM Corporation
SMS
2011-12
2013
Call center
history
Cart
abandonment
Loyalty point
balance
Social
activity
Indoor
location
Past
purchases
Coupon
redemption
Building
the universal
context
2014
A/B Email and
Web
history
Today:

16. © 2014 IBM Corporation16
Even when we have universal context
the device still matters

17. © 2014 IBM Corporation
But your customers don’t care about the channel
for them its all about their own journey …

18. © 2014 IBM Corporation
And how you engage with them in the moments
that matter most
18
TransactionAwareness ServiceEngagement

19. © 2014 IBM Corporation
The Challenge: Consumers are now clearly in control
Source: Google Shopping Intention Survey 2013

20. © 2014 IBM Corporation
to be known as
an individual
personalized, timely
information, service and
promotions
Consumers are more demanding than ever before, expecting…
a seamless and integrated
experience
as they move across mobile,
online and offline channels.
acknowledging their interests,
preferences, behavior and
interactions.
in the right place and at the right
time for maximum relevance.

21. © 2014 IBM Corporation
Mobile Push Notification enables brands to have rich engagements
with their mobile apps
Customized Preference
Center
Simple Notification Rich Notification Notification Inbox

22. © 2014 IBM Corporation
Mobile Web Push allows marketers to have rich engagements with
site visitors
Simple Notification Notification Inbox Rich Notification

23. © 2014 IBM Corporation
Reality is that marketers are stumbling…..
of Marketers run
Mobile Marketing
tactics integrated
as part of the
overall customer
engagement
Only 21%
Source: The State of Marketing 2012. IBM’s Global Survey of Marketers

24. © 2014 IBM Corporation
To meet the challenge of the empowered consumer, the empowered
marketer needs to implement continuous customer engagement
1:1 Marketing
• Marketing interactions
• Controlled and 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

25. © 2014 IBM Corporation
Improving the Customer Journey
25

26. © 2014 IBM Corporation
Why Marketing Orchestration is so important
It’s goal is to determine what is the right
journey for the customer vs. focusing
on selling products through specific
campaigns
Delivers greater profitability, efficiency,
and higher customer satisfaction (need
support)
Customer journeys are more strongly
correlated with customer satisfaction and
willingness to recommend than uncoordinated
communications.
of customer interactions
happen during a multi-event, multi-
channel journey.
Over 50%
30%
Source: McKinsey 2013

27. © 2014 IBM Corporation
Complete Omni-Channel Solution
UNIVERSAL
BEHAVIOR
Capture
Every
Action
Captures and
manages behavior
across every digital
and offline channel
to build unparalleled
insight into each
individual
SINGLE
IDENTITY
Connect
The
Dots
Connects every
customer touch
point into a
single view
MULTI-­‐
CHANNEL
Communicate
Across
Platforms
Sends
personalized
messages
everywhere each
customer prefers
to connect
BEHAVIORAL
INSIGHTS
Understand
Path
To
Revenue
Discovers customer
preferences by
analyzing data from
all devices and
channels
MARKETING
DATABASE
Manage
Behaviors
At
Scale
Manages everything
about each customer,
easily and at scale
INTERACTION
ENGINE
Automate
Communications
Gets personal with
each customer, one at
a time and in real-time

28. © 2014 IBM Corporation
MARKETING DATABASE
WEB
ANALYTICS
ECOMMERCE IN-STORE POS
MOBILE
EMAIL
PLATFORM
CUSTOMER
DATABASE
WEB
ANALYTICS
ECOMMERCE
IN-STORE
POS
MOBILE
EMAIL
PLATFORM
CUSTOMER
DATABASE

29. © 2014 IBM Corporation
Connects the Dots
Connect all the ways
that each customer
interacts with your
brand.
SINGLE IDENTITY
$$$
Jim
• Email
• Mobile
App
• In-­‐Store
• Online
• Social

30. © 2014 IBM Corporation
UNIVERSAL BEHAVIORS:
Listen everywhere. Respond in context.

31. Complete Contextual Profile
Mobile
Universal
Behaviors
Email
Events
Email,
Web,
Social
The
Real
Value
to
the
Marketer
Customer
Profile

32. Customer
Contextual
Profile
Email
Web
SMS
Mobile/
Digital
Improved Omni-Channel Output

33. © 2014 IBM Corporation
Omni-Channel Solution Benefits
§ Consistent cross-channel
communications
§ Orchestrated omni-channel messaging
system that leverages a complete
customer contextual profile
§ Cross device/platforms to ensure brand
continuity and more relevant interactions
33

34. © 2014 IBM Corporation
Omni-Channel
Customer Use Cases

35. © 2014 IBM Corporation
Use Case: Cross Channel Cart Abandonment
35
Email and
Web
history
Desktop Cart
abandonment
Past
purchases
Geofence +
Push
Notification

36. © 2014 IBM Corporation
Use Case: Offers based on AOV and Preferences
36
Email and
Web
history
Past
purchases

37. © 2014 IBM Corporation
Use Case: Customer Personas and Scoring Models
37

38. © 2014 IBM Corporation
Use Case: Identity through Social Sign In or Email Capture

39. © 2014 IBM Corporation
… or through an App Deep Link

40. © 2014 IBM Corporation
Complete Omni-Channel Solution
UNIVERSAL
BEHAVIOR
Capture
Every
Action
Captures and
manages behavior
across every digital
and offline channel
to build unparalleled
insight into each
individual
SINGLE
IDENTITY
Connect
The
Dots
Connects every
customer touch
point into a
single view
MULTI-­‐
CHANNEL
Communicate
Across
Platforms
Sends
personalized
messages
everywhere each
customer prefers
to connect
BEHAVIORAL
INSIGHTS
Understand
Path
To
Revenue
Discovers customer
preferences by
analyzing data from
all devices and
channels
MARKETING
DATABASE
Manage
Behaviors
At
Scale
Manages everything
about each customer,
easily and at scale
INTERACTION
ENGINE
Automate
Communications
Gets personal with
each customer, one at
a time and in real-time

41. © 2014 IBM Corporation
Native App Push Mobile Web Push
Notification inbox for
anytime access to messages
Marketer-friendly messaging
interface APIs for CRM
automation and analytics
integration
Robust analytics drives
insights
Real-time targeting &
personalization based on
events, customer
segments, behavior and
location
Simple and rich push
notifications campaigns
for native and web apps as
well as mobile devices
Push notifications campaigns offer companies a way to
influence intent, inform customers, and learn about mobile users
Targeted Mobile App and Web Marketing Campaigns
9:42 AM

42. © 2014 IBM Corporation
SMS
2011-12
2013
Call center
history
Cart
abandonment
Loyalty point
balance
Social
activity
Indoor
location
Past
purchases
Coupon
redemption
Leverage
the universal
context
2014
A/B Email and
Web
history
Your Mandate:

43. © 2014 IBM Corporation
Closing: Key Takeaways
43
• Think of the entire customer engagement journey in context… the
universal context
• Attract, delight and grow the loyalty of customers by enriching the ways
you engage each of them
• Companies that create the best omni-channel experience for their
customers will hold significant advantage over their competitors
• Adopt a solution that can provide a holistic view of your customer to help
optimize all your marketing campaigns regardless of channel
STOP Your Mobile Marketing!
It’s About the Context Not the Channel

44. © 2014 IBM Corporation
Contact Information
Ben Kaplan
Product Marketing Director, Mobile
Silverpop, an IBM Company
kaplanb@us.ibm.com
Josh Rochlin
IBM Xtify Global Business Leader
Mobile Customer Engagement. IBM ExperienceOne
jrochlin@us.ibm.com
@IBMExpOne
LinkedIn
Slideshare
YouTube

45. MMA Webinar Series
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10 Things to Know About
In-Store Mobile Marketing
October 2
Introduction to Location-
Based Audiences
October 14
Winning on Pinterest for
Marketers
October 21
Upcoming MMA Events
SM2 Innovation Summit
September 30-October 1
The SMARTIES
October 1
APAC Forum/The
SMARTIES – Vietnam
October 30
EMEA Forum – London
November 10

46. 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
9/23/14 Proprietary & Confidential46