The Future of Mobile Wallet Marketing

3,427 views

Published on

This presentation was given by Jack Philbin, CEO of Vibes at Mobile Marketer's FirstLook on January 15, 2014. Learn about the non-payment side of the mobile wallet and how you can leverage this emerging technology to build customer loyalty and drive foot traffic into your stores.

Published in: Technology, Business

The Future of Mobile Wallet Marketing

  1. 1. The future of mobile wallet marketing JANUARY 15, 2014! Jack Philbin, Co-Founder & CEO, Vibes
 Chairman of the Mobile Marketing Association (MMA) North America! @JackPhilbin! #MobileWallet!
  2. 2. Mobile landscape overview! 2 Mobile marketing ! mobile database Mobile service! payments service alerts targeting & segmentation loyalty program activation mobile wallet! m-commerce apps Mobile ! experiences! MMS push notification mobile wallet! mobile web ©2014 Vibes All rights reserved. Confidential mobile alerts SMS QR codes sponsoredtext mobile wallet! rich media ads mobile display ads Mobile advertising! Mobile media buys
  3. 3. Mobile wallet is the non-payment opportunity for marketers! It’s the leather! ©2014 Vibes All rights reserved. Confidential …not the plastic! 3
  4. 4. No words needed to explain the value to the consumer!! ©2014 Vibes All rights reserved. Confidential 4
  5. 5. Passbook launched mobile wallet marketing movement! §  Apple started the non-payment movement in Sept 2012 with Passbook §  Google Wallet launched their non-payment solution a year later in Sept 2013 §  Both solutions allow users to save and organize: -  Offers and coupons -  Loyalty cards -  Rewards certificates -  Tickets -  Boarding passes ©2014 Vibes All rights reserved. Confidential 5
  6. 6. Seeing is believing… let’s try it out!! 6 Text STYLE to 84237! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook Other
  7. 7. Benefits of mobile wallet ! For the Consumer! 7 For the Marketer! §  Convenience §  Higher conversion §  Timely reminders (expiring points) §  Ability to update content and offers §  Location triggers §  Low cost location-based marketing Build-A-Bear Store ©2014 Vibes All rights reserved. Confidential
  8. 8. iBeacon + Passbook will revolutionize micro-location targeting! iBeacon ©2014 Vibes All rights reserved. Confidential 8
  9. 9. Mobile wallet marketing best practices! 9 1. Create! 5. Optimize! 4. Measure! ©2014 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage!
  10. 10. 1. Create: Determine the best use case(s) for your business! Offers & Incentives The Loyalty Card Event/VIP Passes The Account Card CarrierOne ©2014 Vibes All rights reserved. Confidential 10 Account Number 12345678910
  11. 11. 1. Create: Offer a solution for all smartphone users! 11 Integrated mobile wallet solution! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook Mobile web “fall back”
  12. 12. 1. Create: Build mobile wallet content in minutes! Google Wallet ©2014 Vibes All rights reserved. Confidential Apple Passbook 12
  13. 13. 2. Distribute: Use all channels for maximum reach! Apps /! Push! Email! Web! Direct! mail! Mobile! Ads! Text! ©2014 Vibes All rights reserved. Confidential 13 Use multiple channels to distribute content! Social!
  14. 14. 2. Distribute: Email and text are preferred methods ! 14 Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2014 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
  15. 15. 3. Manage: Actively manage your mobile wallet program! §  Leverage a platform that makes it easy to: -  -  Update content on a regular basis -  Test new creative to see impact on redemption -  §  Send timely notifications and reminders Manage and update locations Leverage Smartlink to detect devices ©2014 Vibes All rights reserved. Confidential 15
  16. 16. 4. Measure: Identify KPIs and actively monitor campaigns ! ©2014 Vibes All rights reserved. Confidential 16
  17. 17. 5. Optimize: Personalize offers and A/B test to improve results! John  Haro   ©2014 Vibes All rights reserved. Confidential Mark  Tack   Julie  Novack   17
  18. 18. Recap: Take a holistic view of mobile wallet marketing ! 1. Create! 5. Optimize! 4. Measure! ©2014 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage! 18
  19. 19. The first Mobile Wallet Consumer Report! vibes.com/mobilewallet ©2014 Vibes All rights reserved. Confidential 19
  20. 20. The future of mobile wallet marketing JANUARY 15, 2014! Jack Philbin, Co-Founder & CEO, Vibes
 Chairman of the Mobile Marketing Association (MMA) North America! @JackPhilbin! #MobileWallet!

×