Citrix/Altimeter Dynamic Customer Jounrey webinar final as presented

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Presented live on Tuesday Sept 11, 2012. Altimeter Group analyst Chris Silva along with host James Hilliard discussing the Dynamic Customer Journey based on Altimeter's research on how marketers can participate more effectively in the DCJ

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Citrix/Altimeter Dynamic Customer Jounrey webinar final as presented

  1. 1. Enabling the Dynamic CustomerJourney: The Next Wave of Mobile,Social MarketingChris Silva, Altimeter GroupDial in (toll-free): 1 877 568 4108Access Code: 885 147 708September 11, 2012
  2. 2. Join the conversation @gotowebinar @802dotchris @hillyprods @marketing_power #MobileSocial2 © 2012 Citrix | Confidential – Do Not Distribute
  3. 3. Moderator James Hilliard Hilly Productions www.hillyproductions.com3 © 2012 Citrix | Confidential – Do Not Distribute
  4. 4. Presenter Chris Silva Mobile Analyst Altimeter Group www.makemobilework.com4 © 2012 Citrix | Confidential – Do Not Distribute
  5. 5. We can shop anywhere…© 2011 Altimeter Group
  6. 6. …and we’re re-defining the definition of “brand” and “content.”© 2011 Altimeter Group
  7. 7. 7 Agenda 1. What is the dynamic customer journey? 2. Why mobile matters 3. A converged media approach 4. Recommendations© 2011 Altimeter Group
  8. 8. 8 Altimeter Research Themes: Dynamic Customer Adaptive Organization Sentient World© 2011 Altimeter Group
  9. 9. 9Dynamic Customer Journey With so many choices, consumers are empowered to take the most efficient journey.© 2011 Altimeter Group
  10. 10. Dynamic Customer Journey “How can inflexible organizations synchronize with the changing customer?”© 2011 Altimeter Group
  11. 11. 11 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2011 Altimeter Group
  12. 12. 12 Tesco customers scan and purchase goods in virtual subway supermarkets Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%. This was deployed in Seoul.© 2011 Altimeter Group
  13. 13. 13 Tesco grew to #1 grocery retailer online and a close 2nd offline by adapting to the needs of its dynamic customers The solution: Bring the store to the customers via interactive displays during customer’s commutes.© 2011 Altimeter Group
  14. 14. 14Questions You Must Answer What new sources of information influence the journey of your specific customers? About 5% of companies are able to automate -Eloqua How do experiences on devices and across channels shift? If companies can provide highly contextual information to customers, does advertising evolve to something else?© 2011 Altimeter Group
  15. 15. 15 Agenda 1. What is the dynamic customer journey? 2. Why mobile matters 3. A converged media approach 4. Recommendations© 2011 Altimeter Group
  16. 16. Mobile is the screen of choice for users today.© 2011 Altimeter Group 2012
  17. 17. Despite economic fallout, the world went mobile • Smartphones have been relatively recession-resistant, growing from 25% penetration to 50% penetration overall in the last two years in the U.S., according to Nielsen. • New devices inspire confidence in spending behavior: 4/5 US smartphone owners use their device in shopping (in store or m-commerce)© 2011 Altimeter Group
  18. 18. Mobile innovation is all but a certitude • Rutberg & Co research (Jan 2012) found VCs spent $6.3 billion or 42.4% of their budgets on mobile investments in 2011 (up from $4.5 billion or 30.4 percent in 2010) • VC investments in mobile marketing and advertising companies was $592 million in 2011 (up from $128 million)© 2011 Altimeter Group
  19. 19. Smart device usage is up. WAY up. • Global mobile web traffic is up 162% since 2010. • Average smartphone usage nearly tripled in 2011. • Smartphones represent only 12 percent of total global handsets in use today, but they represent over 82 percent of total global handset traffic.© 2011 Altimeter Group
  20. 20. The world shipped 500M smartphones in 2011 2012 is off to an even faster start. Vendors shipped 145M smartphones during Q1 2012 versus 101M in the same period last year. (IDC) Total shipments in 2011 were 491.4 million units up 61.3 percent from 2010. This makes smartphones 31.8 percent of all handsets shipped.© 2011 Altimeter Group
  21. 21. Consumers Have Chosen A Platform 50% of shoppers is a conservative estimate.© 2011 Altimeter Group
  22. 22. 22 How Mobile Changes The Game � We’re just at the 50% mark of smartphone users now, but it’s growing fast, there’s little time to see how things play out, they’re playing � Think of “apps” as more than just native programs, it’s a compelling user experience that brings something � Mobile enables the gathering, sharing and “meme”ing of information, content that tells a story wins.© 2011 Altimeter Group
  23. 23. 23 “Content types we’ll be adding within the next three years? Mobile’s the easy answer” – David Berkowitz, 360i© 2011 Altimeter Group
  24. 24. 24 Agenda 1. What is the dynamic customer journey? 2. Why mobile matters 3. A converged media approach 4. Recommendations© 2011 Altimeter Group
  25. 25. 25 Digital Paid, Owned, and Earned media Display, banner ads corporate website Sponsored posts, ads microsites PPC ads corporate blog Pay per post blogging© 2011 Altimeter Group
  26. 26. 26 Investment in Earned and Owned increases in 2012 Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2011 Altimeter Group
  27. 27. 27 Now, let’s define Converged Media � Two or more channels of paid, earned, and owned media. � Consistent storyline, look, and feel. � All channels work in concert, enabling brands to reach customers throughout the customer journey© 2011 Altimeter Group 2012
  28. 28. 28 What does this look like on Twitter? Owned Paid Earned© 2011 Altimeter Group
  29. 29. 29 What does this look like on Facebook? Paid Owned Earned© 2011 Altimeter Group
  30. 30. 30 Brisk Tea combines old-school branding success with new-age tactics To promote new product packaging, Brisk piggybacked on the release of Star Wars: Episode I- The Phantom Menace. They partnered in creating a TV commercial reviving Brisk’s clay-animated commercials from the mid-nineties, applying it to the likes of Yoda and Darth Maul. Brisk integrates online and offline throughout the campaign.© 2011 Altimeter Group
  31. 31. 31 Brisk ties TV commercial in with co-branded “Brisksaber” app Brisksaber allows fans to unlock new characters and objects based on codes found on one-liter Brisk Iced Tea bottles. Scores can then be posted on Facebook and Twitter, with high scorers making the leaderboard on Facebook.com/Brisk© 2011 Altimeter Group 2012
  32. 32. 32 The New York Giants bring social events to owned venues, generating earned buzz NYG were the first pro sports team to integrate live tweets in their offline events (stadium, TV) and online (poll, Q&A, e-commerce tie-in). Tying in social content and voting with real-time events generated an increase in e-commerce sales, a 127% increase in Twitter followers, and huge brand amplification and awareness for related campaigns.© 2011 Altimeter Group
  33. 33. 33 Walgreens combines social, local, and mobile with real-time Foursquare check-in coupons As of March 2012, consumers who check in at a Walgreens store via Foursquare instantly receive a coupon for a special offer. The coupon can be scanned directly from the smartphone upon checkout.© 2011 Altimeter Group
  34. 34. Office Seekers Interact With Their Environment To Find Space Users can view full descriptions of each center’s facilities, as well as photos.© 2011 Altimeter Group
  35. 35. 35 Agenda 1. What is the dynamic customer journey? 2. Why mobile matters 3. A converged media approach 4. Recommendations© 2011 Altimeter Group
  36. 36. It’s Time To Start Participating In The Dialogue
  37. 37. 37 Altimeter identifies 11 criteria to successful converged media deployment© 2011 Altimeter Group
  38. 38. 38 The Dynamic Customer Journey requires an integrated approach But it doesn’t end with the purchase…© 2011 Altimeter Group
  39. 39. 39 Execution Workflow: Experiment tactically, amplify intelligently, measuring and iterating throughout© 2011 Altimeter Group 2012
  40. 40. 40 Where To Next? � Static content is waning, customers are looking to mobile to change their experience, start exploring the potential today. � Taking steps to harness converged media with mobile endpoints is critical. � To harness converged media, consider the 11 point deployment plan and apply to pre-and post- purchase activities.© 2011 Altimeter Group
  41. 41. THANK YOU Chris Silva csilva@altimetergroup.com makemobilework.com @802dotchris Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2011 Altimeter Group
  42. 42. Love Citrix Products? Start earning commissions for referring them!To get started, sign up here: Citrixonline.com/partner
  43. 43. Thank You!

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