customer engagement in a
mobile world
jürgen coetsiers
co-founder, managing partner & technology director

“we know almost everything
about our customers”

!
nk
hi
t
to
“we know almost everything
d
se
u
e customers”
w
at
about our
h
w

where & how do we meet them?

here...

here...

here...

and here...

but today, they are other places
NOR want the same things
anymore...

they are here...

and here...

and here...

and here...

e
r
e
h
w
y
r
e
v
e
e
r
a
y
e
h
t
and here...

and they engage in different
ways....

using a gaming console...

using a PC...

using a tv...

and using mobile devices...

how essential is customer
engagement?

Engagement as a sales driver
customer engagement essentieel voor zakelijk succes, Adobe April 2007

Engagement as a sales driver
• more customer engagement
• better customer loyalty
• increased revenue
• bigger profits
customer engagement essentieel voor zakelijk succes, Adobe April 2007

Engagement as a sales driver
• more customer engagement • an engaged customer
• better customer loyalty • recommends his/her friends your
products
• increased revenue
• buys more frequently
• bigger profits
• provides feedback on your products
• is less price savvy
customer engagement essentieel voor zakelijk succes, Adobe April 2007

Measuring is key
• to increase customer engagement
• how “big” is our customer engagement now?
• how to measure a difference?
• what impact do our marketing campaings have?
• what about pricing strategy, ...
customer engagement essentieel voor zakelijk succes, Adobe April 2007

technology as an enabler
• Rich Internet Applications • Analytics
• Multimedia • Behaviour/path analysis
• Time on site
• Web
• Recurrent visitors
• web forms
• Bounce rate
• web sites
• Real Time
• Mobile
• Instant access
• access everywhere

Engagement potential
mobile web
web
responsiveness/
sms/mms
interactivity
tv
DM
ads
radio
outdoor
personal engagement

outdoor
TV
radio
status today
advertising
offline
...
brand
webvertising
online
gamevertising
brandwebsite
Social Media
blogodsphere
...

60% - 85%
outdoor
TV
radio
status today
advertising
offline
...
brand
webvertising
online
gamevertising
brandwebsite
Social Media
15% - 40%
blogodsphere
...

60% - 85%
outdoor
TV
radio
status today
advertising
offline
...
brand
webvertising
online
gamevertising
brandwebsite
Social Media
15% - 40%
blogodsphere
...

60% - 85%
outdoor
TV
radio
status today
advertising
offline
...
brand
webvertising
online
gamevertising
brandwebsite
Social Media
15% - 40%
blogodsphere
...
media driven content driven

status today
• very often, seperate agencies for on & offline
• very few campaigns integrate off & online
• online is more then just a website or webvertising
• we live in a pull generation where content is king &
individuals become brands

status today
• very often, seperate agencies for on & offline
• very few campaigns integrate off & online
• online is more then just a website or webvertising
• we live in a pull generation where content is king &
individuals become brands mers
custo
their
ngage
nds e eeds
e bra t exc
e tha
fectiv
ef esenc
ebpr
gh a w inking
hrou
t al th
dition
tra

what is webpresence
A company has web presence if it is available on the
web. The amount of web presence can be measured
in the amount of sites an organization or individual
has, which can include their own websites, social
network profiles, and their site's search engine
ranking, traffic, popularity, and backlinks.

the pull generation
• consumers are spoiled
• info, channels, ...
• difficult to get noticed
• using traditional media to drive visitors works only partially and is costly
• requires smart marketing that is content based

proof
• Beer brand campaign UK • Ashton Kutcher vs CNN
• TV Commercials to drive traffic to • get 1.000.000 Twitter followers race
• CNN: Full blown Media push
brand website
(billboards, tvc, ...) to follow them on
• Result: only 30.159 extra visitors,
twitter
prognoses 300.000
• Ashton: viral campaign using his
twitter/facebook/... accounts
• Ashton won....

so marketing should use
a smart combination of channels
& quality content to engage its
consumers

Marketing Mashup
so marketing should use
a smart combination of channels
& quality content to engage its
consumers

an architecture for brands in web 2.0
mobile apps device detection search engines
analytics
content layer
blogosphere
brand website social media profiles
user
brand
generated
content social
brand content
brand media
bloggers

technical issues today
• way too much flash
• no gracefull degradation or progressive enhancement techniques
• no smart redirection
• eg www.standaard.be vs m.standaard.be
• different form factors

how it should be
browser version mobile version
www.thecreativestores.com

some examples of the long way
ahead

standaard.be
www.standaard.be m.standaard.be

where is the nearest ARWAC shop
search: arwac no flash player
www.arwac.be
Google
Local
click & dial

things to do
• educate educate educate
• Dev & IT
• webdevelopers should now
• there are other browsers then IE & Mozilla
• gracefull degradation or progressive enhancement techniques
• User Agent redirection
• Brand Managers / Strategic Directors
• think integrated
• mobile must become part of strategy
• site, apps, games

things to do
• educate educate educate
• Dev & IT
• webdevelopers should now
• there are other browsers then IE & Mozilla
•
e
gracefull degradation or progressive enhancement techniques
th y
is
• User Agent redirection
it
le
i d
• Brand Managers / Strategic Directors
b
o mmo
mo
• think integrated
c
t
• mobile must become part of strategy
x
e
n
• site, apps, games

so, mashups is not about api’s it’s
about engagement in an online
world!

the creative stores, ict & marketing to help you build
conversations between consumers and brands
thank you