MOBILE FIRST
John Edwards                       Wacarra YeomansDirector, Digital CRM              Director, Creative ServicesVerizon Wi...
Smartphones are an indispensablepart of our daily lives.
Smartphones are indispensable   — 62% Are using their smartphone everyday   — 80% Don’t leave home without itSmartphones a...
Behavior indicates intent    — 94% have looked for local information    — 90% have taken action as a result Research t hat...
Are you repelling customers?(Source: SmartInsights)
Your customer is mobileand you should be, too.
Phones larger, tablets smallerMotorola Razr   iPhone 5    Samsung       iPad Mini      Amazon Maxx HD                   Ga...
How we read email
Other constraints• Connectivity: wifi, 3G, 4G, 4G LTE  – Google: Slow load times can lead decrease    customer activities ...
We’re a brand first and a channel second.
A mobile company
Mobilizing our content made usbetter marketers.
Understand your audienceEmail Openers by Device Type 26%                 40%           Mobile    35%                      ...
Anticipate their expectations
Create an experience.          Campaign               Engagement   Activation Rate     Mobile Vs. Desktop       Performanc...
Mobilizing our content made usbetter marketers.    •   Redesign from the ground up.    •   Think about every interaction. ...
Mobile First: Decide what matters most
Clearly define your objectiveWhich of these is more clear?• Drive conversions• We need to upsell hotels to people who have...
Ask what’s in it for me?             Effort   Pay-OffPerception
Mobile First:Review your mobile customer experience
Mobile First:Plan your mobile email first
Plan your mobile email first
Plan your mobile email first
Mobile First:Consider the entire inbox experience
Don’t forget your subject line• You only have 20 words to make an impact.• Make.• Them.• Count.
Questions?
Resources
You know you’ve achieved perfection indesign, not when you have nothing more to add,but when you have nothing more to take...
Thanks!John Edwards                       Wacarra YeomansDirector, Digital CRM              Director, Creative ServicesVer...
2013 mobile firsteec_final
2013 mobile firsteec_final
2013 mobile firsteec_final
2013 mobile firsteec_final
Upcoming SlideShare
Loading in …5
×

2013 mobile firsteec_final

755 views
663 views

Published on

Published in: Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
755
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Screen Size – 20% of the space you used to have to get your message acrossPeople spend 1-3 seconds on smartphones, 3-5 on desktops
  • Your customer is moving around, they may not have a network connection or could be using public wifiSmartphones have the processing power of a 98 PC and the graphic card of a 2013 Macbook ProWe need to balance image size with the devices ability to render that image
  • 2013 mobile firsteec_final

    1. 1. MOBILE FIRST
    2. 2. John Edwards Wacarra YeomansDirector, Digital CRM Director, Creative ServicesVerizon Wireless Responsysjohn.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com
    3. 3. Smartphones are an indispensablepart of our daily lives.
    4. 4. Smartphones are indispensable — 62% Are using their smartphone everyday — 80% Don’t leave home without itSmartphones are used everywhereHome 97%On the go 83%In a store 78%Restaurant 71%Work 71%At a social gathering 60%Doctor’s office 56%Café or coffee shop 50%Airport 49%Public Transport 36%School 30%(Source: Google Mobile Planet Report)
    5. 5. Behavior indicates intent — 94% have looked for local information — 90% have taken action as a result Research t hat St art s on Smart phones Leads t o Purchases Across Channels Research on smartphone 65% then purchased 37% then purchased via comput er still prefer to shop on their PC/tablet for a 32% then purchased it o! ine better experience Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000 Google Con! dential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies(Source: Google Mobile Planet Report) to you.
    6. 6. Are you repelling customers?(Source: SmartInsights)
    7. 7. Your customer is mobileand you should be, too.
    8. 8. Phones larger, tablets smallerMotorola Razr iPhone 5 Samsung iPad Mini Amazon Maxx HD Galaxy Nexus Kindle Fire HD
    9. 9. How we read email
    10. 10. Other constraints• Connectivity: wifi, 3G, 4G, 4G LTE – Google: Slow load times can lead decrease customer activities for up to 5 weeks• Limited attention span – Multi-tasking
    11. 11. We’re a brand first and a channel second.
    12. 12. A mobile company
    13. 13. Mobilizing our content made usbetter marketers.
    14. 14. Understand your audienceEmail Openers by Device Type 26% 40% Mobile 35% Desktop Webmail
    15. 15. Anticipate their expectations
    16. 16. Create an experience. Campaign Engagement Activation Rate Mobile Vs. Desktop Performance ↑ 2X ↑ 87%Mobile VzW.com Triggered Mobile Save CartShopping Path / Save Cart Flow Email (Day 1)
    17. 17. Mobilizing our content made usbetter marketers. • Redesign from the ground up. • Think about every interaction. • Be direct. Keep it simple. • Ruthlessly prioritize. • Compromise is your enemy.
    18. 18. Mobile First: Decide what matters most
    19. 19. Clearly define your objectiveWhich of these is more clear?• Drive conversions• We need to upsell hotels to people who have purchased airline tickets.• Currently 5% of our customers who purchase flights also purchase hotels. We’d like to see 10% by the end of this campaign.
    20. 20. Ask what’s in it for me? Effort Pay-OffPerception
    21. 21. Mobile First:Review your mobile customer experience
    22. 22. Mobile First:Plan your mobile email first
    23. 23. Plan your mobile email first
    24. 24. Plan your mobile email first
    25. 25. Mobile First:Consider the entire inbox experience
    26. 26. Don’t forget your subject line• You only have 20 words to make an impact.• Make.• Them.• Count.
    27. 27. Questions?
    28. 28. Resources
    29. 29. You know you’ve achieved perfection indesign, not when you have nothing more to add,but when you have nothing more to take away.- Antoine de Saint-Exupery
    30. 30. Thanks!John Edwards Wacarra YeomansDirector, Digital CRM Director, Creative ServicesVerizon Wireless Responsysjohn.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com

    ×