Customer Engagement in a Mobile World

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Keynote given at Mobile Mondays Brussels on Monday April 20th, 2009

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  • Customer Engagement in a Mobile World

    1. 1. customer engagement in a mobile world jürgen coetsiers co-founder, managing partner & technology director
    2. 2. “we know almost everything about our customers”
    3. 3. ! nk hi t to “we know almost everything d se u e customers” w at about our h w
    4. 4. where & how do we meet them?
    5. 5. here...
    6. 6. here...
    7. 7. here...
    8. 8. and here...
    9. 9. but today, they are other places NOR want the same things anymore...
    10. 10. they are here...
    11. 11. and here...
    12. 12. and here...
    13. 13. and here...
    14. 14. e r e h w y r e v e e r a y e h t and here...
    15. 15. and they engage in different ways....
    16. 16. using a gaming console...
    17. 17. using a PC...
    18. 18. using a tv...
    19. 19. and using mobile devices...
    20. 20. how essential is customer engagement?
    21. 21. Engagement as a sales driver customer engagement essentieel voor zakelijk succes, Adobe April 2007
    22. 22. Engagement as a sales driver • more customer engagement • better customer loyalty • increased revenue • bigger profits customer engagement essentieel voor zakelijk succes, Adobe April 2007
    23. 23. 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
    24. 24. 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
    25. 25. 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
    26. 26. Engagement potential mobile web web responsiveness/ sms/mms interactivity tv DM ads radio outdoor personal engagement
    27. 27. outdoor TV radio status today advertising offline ... brand webvertising online gamevertising brandwebsite Social Media blogodsphere ...
    28. 28. 60% - 85% outdoor TV radio status today advertising offline ... brand webvertising online gamevertising brandwebsite Social Media 15% - 40% blogodsphere ...
    29. 29. 60% - 85% outdoor TV radio status today advertising offline ... brand webvertising online gamevertising brandwebsite Social Media 15% - 40% blogodsphere ...
    30. 30. 60% - 85% outdoor TV radio status today advertising offline ... brand webvertising online gamevertising brandwebsite Social Media 15% - 40% blogodsphere ... media driven content driven
    31. 31. 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
    32. 32. 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
    33. 33. 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.
    34. 34. 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
    35. 35. 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....
    36. 36. so marketing should use a smart combination of channels & quality content to engage its consumers
    37. 37. Marketing Mashup so marketing should use a smart combination of channels & quality content to engage its consumers
    38. 38. 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
    39. 39. 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
    40. 40. how it should be browser version mobile version www.thecreativestores.com
    41. 41. some examples of the long way ahead
    42. 42. standaard.be www.standaard.be m.standaard.be
    43. 43. where is the nearest ARWAC shop search: arwac no flash player www.arwac.be Google Local click & dial
    44. 44. 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
    45. 45. 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
    46. 46. so, mashups is not about api’s it’s about engagement in an online world!
    47. 47. the creative stores, ict & marketing to help you build conversations between consumers and brands thank you

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