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Mobile Marketing: Customer Engagement Trends


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Back to 2014, please feel free to check my presentation about mobile marketing tactics that retailers and brands use in order brands to interact with the customers.
The presentation took place in Roche Greece premises as part of a #digital_academy, in collaboration with Athens University Of Economics and business.

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- Mobile trends
- OTT (Over-The-Top services)
- Messaging
- What is next?
- Takeaways

Published in: Marketing
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Mobile Marketing: Customer Engagement Trends

  1. 1. 11 1 The mobile engagement company J u n e 1 7 , 2 0 1 4 mGage:The mobile engagement company #Roche-AUEB_Digital_Academy Mobile Marketing: Customer EngagementTrends George Argyrakis TechnicalAccount Manager @g_argyrakis (#AUEBmGage)
  2. 2. 22 The mobile engagement company 2 • MobileWorld • mGage:Who we are? • Success stories • Messaging Engagement • Mobile Future • Q&A Agenda
  3. 3. 33 The mobile engagement company 3 Text TTAUEB to 54045 Get presentation via SMS
  4. 4. 44 The mobile engagement company 4 What do people do On mobile? Success Stories - Clients
  5. 5. 55 The mobile engagement company 5 Success Stories - Clients Business Insider - The Future Of Mobile - 2013 90% of all text text messages are read within 3 minutes of being received on the the mobile phone
  6. 6. 66 The mobile engagement company 6 How many minutes mobile users spend daily on their smartphone? Success Stories - Clients
  7. 7. 77 The mobile engagement company 7 Success Stories - Clients Business Insider - The Future Of Mobile - 2014 We Spend 1 hour per day on our smartphone We spend 30 minutes on tablet tablet 17 minutes on smartphone each time we use it
  8. 8. 88 The mobile engagement company 8 Mobile only? Google - The New Multi-Screen World Study 2012
  9. 9. 99 The mobile engagement company 9 Who we are? Success Stories - Clients
  10. 10. 1010 The mobile engagement company 10 B r a n d s A g e n c i e s Mobile ecosystem
  11. 11. 1111 The mobile engagement company 11 How messaging works
  12. 12. 1212 The mobile engagement company 12 M M S M u l t i - S t e p S u r v e y s ( m ) W e b F o r m s P u s h N o t i f i c a t i o n O T T s e r v i c e s M o b i l e C o u p o n s P r e m i u m S M S 3 r d p a r t y A P I i n t e g r a t i o n D i r e c t T E X T ( G a t e w a y ) M u l t i c h a n n e l i n g f l o w s B r o a d c a s t s , 2 w a y p r o g r a m s M o b i l e W e b / A p p
  13. 13. 1313 The mobile engagement company 13 Success Stories – Messaging 50%Year-over-year growth 30Mmessages in 2014 >25M Messages delivered through mid-2014 7xHigher response rate on SMS vs. email >140k messages per Month 1,8Mmessages in 2013 +399% Year-over-year growth >75K User requests
  14. 14. 1414 The mobile engagement company 14 Success Stories – MobileWeb 7,8M views per month(US) 5,5M views per month(CA) 2xTime spent on site compared to industry average 7.8M views per month (5,5M unique) 23Kmonthly subscription (Subway card)
  15. 15. 1515 The mobile engagement company 15 What do you do after you receive a text alert? Success Stories - Clients 28% - Purchase the product promoted in store 23% - Recommend the store to others 34% -Visit company website for more info 33% -Visit company website to purchase – May 2011
  16. 16. 1616 16 The mobile engagement company 84% of smartphone shoppers user their device to help shop while in a store 90% of smartphone shoppers Use their device for pre-shopping activities Almost half use mobile for 15+ minutes per store visit Google – Mobile In-Store Research April 2013
  17. 17. 1717 The mobile engagement company 17 Shoppers who use mobile more buy more! Success Stories - Clients
  18. 18. 1818 18 The mobile engagement company  Drive customer to the store  Increase mobile engagement within the store How Retailers use messaging to:
  19. 19. 1919 The mobile engagement company 19 Drive customer TO the store • Alerts viaSMS&pushnotifications • Discount &Coupons • MultimediaMessagingServices(MMS) • Buildexclusivediscount/Offer clubs • Redeemloyaltypoints in–store • Rewardextrapoints • Geo-fencing &LBS (Locationbasedservices) • Pushnotification&GPS trackingmechanism(apps)
  20. 20. 2020 The mobile engagement company 20 Engage customers WITHIN the store • Text-to-join a community • Treasure hunts based on SMS • Promos & discount coupons via push notification(geo-fencing) • In-store contest e.g. MMS • Text product code to • Purchase online (m-commerce) • To receive product info • Pay via SMS • Premium messaging solution ( billing) Retail Treasure Hunt: Next clue can be found in Aisle 2. Save 50% and stay clean. Text keyword and get new clue!. Retail Treasure Hunt: Congratulation you just win 5$ discount. Show the message to the cashier to redeem Coupons Thanks for joining BBW saving club. Show this text to get 15%off. Reply STOP to opt-out
  21. 21. 2121 The mobile engagement company 21 What is next? Success Stories - Clients
  22. 22. 22 The mobile engagement company OTT ( messaging app)
  23. 23. 2323 The mobile engagement company 23 Carrier Rank Carrier /Messaging App Subscribers in in Millions 1 China Mobile 763M WeChat (China) 600 WhatsApp (US) 500 2 Airtel (India) 485 3 Vodafone 453 Line (Japan) 400 Viber 300 4 China Unicom 276 TangoTxt (US) 200 KiK (Canada) 145 Nimbuzz(India) 150 15 Verizon 115 20 AT&T 107 BlackBerry (BBM) 113  Huge mobile engagement  Close to millennials (GenerationY)  Multimedia content (video, images etc)  Free or low cost services  Simple to use no regulation  Connect people with brands OTT ( messaging app)
  24. 24. 2424 24 The mobile engagement company Wearables  Smartwatches & wristbands  Eyewears (Google Glass)  Medical devices  Health and Fitness Apps
  25. 25. 2525 The mobile engagement company 25 IoT - Internet-of-Thing “Everyday objects have network connectivity, allowing them to send and receive data” Oxford dictionary
  26. 26. 2626 The mobile engagement company 26 KeyTakeaways  Messaging: Fast and Immediate engagement  Messaging remains a Strong channel in a Multi-channeling world  Mobile marketing is part of the Shopping Experience  Messaging can be used to Drive customers to the store & engage them in the store  OTT, Wearables, Internet-of-things and are coming next
  27. 27. 2727 27 The mobile engagement company Keep in mind  Kiss – Keep It Simple Stupid  Create experience  Tell a story  Change hat think like your audience  Learn from your audience  Go Visual & Social
  28. 28. 2828 28 The mobile engagement company Q&A Thank you “Marketing is no longer about the stuff you make, but the stories you tell” Seth Godin (Entrepreneur, marketer, and public speaker) George Argyrakis TechnicalAccount Manager @g_argyrakis (#AUEBmGage)