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Mobile Moments 2016 - Tom Farrell | Swrve

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VP of EMEA at Swrve - Keynote Slides Mobile Moments 2016

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Mobile Moments 2016 - Tom Farrell | Swrve

  1. 1. 1 mobile moments
  2. 2. 3 I need to get home.
  3. 3. 4 I need to message my London friends.
  4. 4. 5 I need love.
  5. 5. 6 I need to split breakfast.
  6. 6. 7 I need to veg out
  7. 7. 8 I need a loan This is a mobile- moment
  8. 8. 9 I need something to distract me from this guy wittering on about mobile
  9. 9. 10 The best apps don’t change people’s needs. They just solve them.
  10. 10. 11 MOMO moments in time when you can solve a problem for your customer.
  11. 11. Nurture, convert and grow each customer relationship through personalised, optimised communications.
  12. 12. 13 Telco mobile moments
  13. 13. We know Kate is abroad & doesn’t have a roaming plan.
  14. 14. Reach out personally to Kate
  15. 15. Complete the conversation in- app
  16. 16. 17 Banking mobile moments
  17. 17. 18 Bank pre-authorised overdraft for a segment of customers. They can pick the perfect moment to offer it to clients.
  18. 18. 19 Overdraft Mobile-Moment Target: Customers marked pre-approved for overdraft credit. Trigger: Balance below €100. Format: Interactive push and in-app message including T&Cs
  19. 19. 20 Retail mobile moments
  20. 20. 21 Retail mobile apps improve conversion Retailer mobile apps convert 20% better than their desktop counterparts. But the suffer very high abandoned carts Actually most carts are not abandoned… they are orphaned…
  21. 21. 22 … usually by cats. The stream of notifications leads to lots of carts being orphaned
  22. 22. 23 This retailer set up Swrve to personally reach out to each user with an orphaned cart
  23. 23. 24 The retailer set up Swrve to personally reach out to each user with an orphaned cart Optimal: Know the optimal time to reach each customer based on past engagement. Personal: Personally address each customer by first name. Contextual: Tells Kate what she abandoned.
  24. 24. 25 And combine with in-app prompt.
  25. 25. 26 Trigger messages to customers nearby personalised to the products they like.
  26. 26. 27 Travel mobile moments
  27. 27. 28 The plane converses with the passenger Bring an umbrella
  28. 28. 29 Trigger survey the moment they turn on their phone on landing
  29. 29. 30 Trigger: On de-planing Trigger: > 30mins use or 1st booking Track Customer Satisfaction Survey the right users, at the right moment.
  30. 30. 31 Trigger: On de-planing Trigger: > 30mins use or 1st booking Trigger: > 1 month registered user Track Customer Satisfaction Survey the right users, at the right moment.
  31. 31. 32 In closing - a new theory of marketing
  32. 32. 33 Awareness THEN
  33. 33. 34 Need NOW
  34. 34. 35 mobile moments

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