A summary outline of key statistics of Mobile adoption, explaining why Mobile should be viewed as an omni-channel engagement tactic rather than a stand alone marketing channel, and what the key institutional challenges are to Mobile success

1. Mobile Is Not A Channel
…It Is A Way Of Life

2. ConsumersHave EmbracedSmartMobileDevices
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72%
% of U.S.
Households
with 1 or more
smartphones
Source: Consumer Electronics Association May, 2015

3. ConsumersHave EmbracedSmartMobileDevices
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Source: Consumer Electronics Association May, 2015
Source: Salesforce.com February, 2014
40%
% of U.S.
Households
with 1 or more
tablet

4. Source: FinancesOnline.com “Comparison of American’s Weird Habits” April, 2014
Source: Inc. Magazine December, 2014
MobileIs IntegratedIntoOur Lives
61%
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5. Source: FinancesOnline.com “Comparison of American’s Weird Habits” April, 2014
MobileIs IntegratedIntoOur Lives
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6. Retail:MobileIs PartOf AllMarketing(EvenOffline)
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Direct Mail
 76+% of consumers initiated purchase
via mobile device after being
influenced by direct mail
Television
 ~12% of television viewing is
consumed via mobile device
Retail
 67% of consumers have shopped via
smartphone while in the store
SmartphoneShoppers
Source: NuXpression January, 2015

7. Active Messaging: SMS/MMS
 SMS/MMS often managed by email or digital
CRM teams
Mobile Properties: Apps/Push and Mobile Web
 Apps and App Push is typically outsourced
 Mobile Web is often owned by eCommerce
Manager and managed by IT
MostMarketersHave a LimitedView of “TheMobileChannel”
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8. The Reality:ConsumersUseMobileDevicesForEverything
Source: Flurry Analytics September 2014
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9. Mobile is treated as a segregated channel because…
Marketing
Is managed by calendar and crisis
Is often measured by direct conversion
Is subject to/constrained by organizational realities
The ChannelMarketingTrap
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10. Treat Mobile as an engagement vehicle, not a channel
 Integrated component of all marketing channels
 Fund mobile optimization of all content delivery channels
Invest in Mobile training for Marketing, Operations and IT
 Consumer Identification, Privacy and Compliance,
Optimization, Analysis, Attribution
 Industry Trends, Consumer Engagement
Eliminate Channel Contribution Analysis
 Embrace fractional attribution analysis
 Re-Think KPI’s
OvercomingThe ChannelMentality
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11. Rethink Consumer ID strategy
 Progressive consumer identification
 Digital Fingerprinting vs. traditional ID management
Integrate contextual data
 Technographic and Geographic Data
 Digital Fingerprinting vs. traditional ID management
Overcome organizational constraints
 Merge addressable and acquisition marketing
 Blend variable compensation models
 Eliminate channel fiefdoms
OvercomingThe ChannelMentality
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12. Source: NuXpression January, 2015
ManagingMobileIdentificationIs The Key To UnlockingROI
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13. Mobile= Marketing
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14. Thank You!
Matthew Ball
COO and EVP of Strategy and Planning
nGage Labs
mball@ngagelabs.com
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