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Mobile Marketing & Beyond
@johnbatistich
8 Shifts Shaping Our Future
Mobile Behaviours
4 Mobile Moments
4 Artificial Intelligence Platforms
New Interfaces Challenging Mobile
7 Customer Journeys Stages
10 Mobile Marketing Imperative
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
8 Shifts Shaping Our Futures
Demographic Power Reorder
Sustainability
Climate change
Resource shortages rising costs
Access to clean water
Resource nationalism
Carbon economy
Increased regulation
Solar/geo-thermal/nuclear green technology
Packaging/waste/carbon taxes
Eco-cynicism/hopelessness?
Oil free economy
Community shared value
1 billion new mouths
Yuan becomes benchmark currency
90% of the world’s PhDs. 55% Start-ups in Valley
Alibaba, Biadu & Sohu
Market expansion
Asset ownership
Product sourcing
Services outsourcing
Asian values & aesthetics
Resource competition
Inbound tourism growth
Sydney & Melbourne the size of London today
Higher densities
Aging
Declining fertility
Cotton wool kids. Digitally consumed youth
Rise in SINKs & DINKs
Increased immigration
Higher ethnicity
Urban-rural polarisation
Smaller households
Health/Aging Well
Increasing life-spans. Live to 150
Live healthy for longer
Retire later or not at all
Increased loneliness
New anti-ageist movement
Access to personal genome/dna
Longitudinal real-time data
Personalised predictive diet & exercise
Massive impact on government welfare budgets
Changes design requirements for housing & public places
Aging retail, pricincts and services
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Connectivity
Mobile micro moments near me
2 billion smartphones growing +30%
10 billion smart communicators
5 billion active social network users
Location-based services
Seamless mobile payments
Increasing collaboration
Wearable technology
Everything personalised
Acceleration of connected everything (1%)
Hunger for real shared experiences
Cyber threats & privacy risks
Blockchain
Artificial Intelligence
Distributed ledger re-engineers financial, education & health systems
Disrupts intermediaries
No single point of failure
Enables bundling of new services
New flows of value with time & ownership proof
Decentralised governance
New legal and regulatory frameworks
Creation of crypto-currencies
New voice interface
Image recognition
Natural language processing
Machine learning
Predictive analytics
Planning, scheduling & optimisation
Siri, alexa, facebook & google now widely used
Manages life admin
Destroys service & administrative jobs
Gen/Robo/Nano
Next generation genomics (health/food)
Synthetic biology
Surgical, prosthetics & exoskeleton
Merging health care with insurance & finance
Wearable/implanted sensors
Advanced robotics (sensing/AI)
Robotic security & care
Robotic & drone warfare
Advanced materials (carbon/graphene)
Self healing, self cleaning
Energy storage
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Mobile Behaviours
We don’t go online. We live online.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Mobile has transformed from a technology
to a behaviour.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
76%
79%
84%
2014 2015 2016
AU Smartphone Penetration
91% 89% 87%
84%
81% 80% 79%
73%
Norway South
Korea
Netherlands Australia UK Finland Germany Canada
Global Smartphone Penetration Benchmarks
Peak Smartphone Penetration
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
63%
55%
41%
25%
18%
6%
71% 70%
65%
57%
40% 39% 37%
30% 29% 25% 21% 21% 17%
12%
29% 30%
35%
43%
60% 61% 63%
70% 71% 75% 79% 79% 83%
88%
Daily Access for 4G Activity on Browser or App
More Uses, More Time, More Data
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Daily Smartphone Moments
Source: Deloitte Mobile Study 2016
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
How Often Smartphone Used and in What Context
Always On. Never Alone. Always Distracted.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
11%
33%
51%
85%
12%
29%
45%
75%
Immediately Within 5 Minutes Within 15 Minutes Within An Hour
21%
23%
15%
6%
1% 1%
41%
37%
31% 31%
23%
25%
18-24 25-34 35-44 45-54 55-64 65-75
Photo & Video Sharing. First & Last Thing Daily?
Photo Sharing Use When We Wake Up & Go to Sleep
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
2015 2016
4G. Apple & Samsung. Longer Replacement
27%
41%
77%
2014 2015 2016
4G/LTE Subscription
38% 41% 43%
32%
32%
33%
11%
12%
12%
7%
6% 4%7% 5% 5%
5% 4% 3%
2014 2015 2016
Brand of Smartphone Replacement Cycle (Years)
23% 21% 20%
42% 45%
41%
27%
22%
25%
5%
10% 10%
3% 3% 4%
2014 2015 2016
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Apple
Samsung
Other
Sony
HTC
Nokia
>1
1-2
+4
3-4
2-3
4 Mobile Moments
Source: Adapted from Google
Know, Go, Do & Buy Mobile Moments
I Want to KNOW
Moments
Accessing more
information
Look up something related
to an interested touchpoint
I Want to GO
Moments
Explosion of ‘near me’
searches
Find something locally to
me now
I Want to DO
Moments
Consult smartphone for
ideas doing a task
Video playing an important
role in ‘how to’
I Want to BUY
Moments
Consult smartphone in
store for purchase
information/reviews/pricing
Big increases in mobile
conversion
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Moments of Truth
Intent
Context Immediacy
Micro
Moments
Source: Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Be There & Measure
Measure
Across screens/channels
Active sessions
Sales actions
Search
Awareness at moment
Category, product & brand
Location
Utility
Useful information
User driven design
Customise to location
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Be Quick: Speed Thrills. Friction Kills
Lightning Load
Growing expectations
Load in 2 seconds or less
Slow loads result in bounce &
weak conversion
Eliminate Steps
One click functionality
Efficient intuitive design
Preferences for Members
Anticipate Needs
Prioritise call to actions
Leverage location for context
Use customers’ past behaviour
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Be Useful
Fastest Buy
Minimise pages
One click payment
Fulfilment options
Near Me
Find store & content
Find product. Make a booking
Directions
Shopping Assistant
Find what you want
Access reviews. Compare value
Help make product decisions
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Be Shareable
Snackable Content
Entertaining
Educational
Sharable
How-To Video Content
Inspire me
Teach me
Make it easy
Support Sharing
Photo
Short Video
Products & Content
Source: Adapted from Google
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Make Payment Easy
On Demand
Transport
On Demand
Food Ordering
Amazon GoApple Pay
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
4 AI Platforms Transforming Mobile
AI Platforms Increase/Challenges Mobile Usage
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
"AI will make this product even more
essential to you. It will become even a
better assistant than it is today. So
where you probably aren't leaving home
without it today - you're really going to be
connected to it in the future. That level of
performance is going to skyrocket."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Search First
Mobile First
Artificial Intelligence First
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
"Thanks to advances in deep learning,
we're able to make images, photos and
videos useful for finding things. Speech
and vision are becoming as important to
computing as the keyboard.
Understanding images and video has
profound implications.
We are an ‘AI First’ company."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
"So the biggest thing that we're focused on
with artificial intelligence is building
computer services that have better
perception than people. So the basic
human senses like seeing, hearing,
language, core things that we do. I think
it's possible to get to the point in the next
five to 10 years where we have computer
systems that are better than people at each
of those things."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
"We are now solving problems with
machine learning and artificial
intelligence that were…in the realm of
science fiction for the last several
decades. And natural language
understanding, machine vision
problems, it really is an amazing
renaissance. AI is an enabling layer
that will improve every business."
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
AI Enables New Utility
Translate
Images
Environment
Search
Place
Search
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Retail
Search
AI & AR Enabled Utility & Entertainment
Technology
Connectivity
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
AR
Gaming
AR Personal
Sharing
AR
Navigation
New Interfaces Challenge Mobile
“Alexa is primarily about
identifying tasks in the
household that would be
improved by voice. (For shopping)
Alexa is good for reordering
consumables, where you don’t
have to make a lot of choices.”
Photo Source: Google Images
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
“Alexa, the voice service that powers Echo,
provides skills, that enable customers to interact
with devices in a more intuitive way using voice.
Examples of these skills include the ability to play
music, answer general questions, set an alarm or
timer or order needs. Alexa is built in the cloud, so it
is always getting smarter. The more customers use
Alexa, the more she adapts to speech patterns,
vocabulary, and personal preferences.”
Photo Source: Google Images
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
84.9% 82.4%
66%
45.9%
40.9%
25%
34%
17%
31%
10%
Tell Time Play Music Read News Control Lights Shop/Order
Source: Experian, Creative Strategies (Basedup on a survey of 180 Amazon Echo users conducted May 2016)
Echo Usage (%)
Amazon Echo Use Cases
Tried once
Used frequently
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Google Home is a voice-activated
speaker powered by the Google
Assistant platform. Ask it
questions. Tell it to do things. It's
your own Google, always
available and ready to help.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Google Home is a voice-activated
speaker powered by the Google
Assistant platform. Ask it
questions. Tell it to do things. It's
your own Google, always
available and ready to help.
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Apple Home Pod
Use Siri for commands, question & music.
Customer Journey Implications
7 Customer Journey Stages are Mobile Enabled
Buy
Pay
Use &
Share
Relationship
Discovery Find
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Mobile Dominates Find & Ongoing Relationship
Buy
Pay
Use &
Share
Relationship
Discovery Find
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
HeavyMedium
Light
Light
Light
Light
Heavy
Future: Voice Eliminates Find & Payment Stages
Buy
Pay
Use &
Share
Relationship
Discovery
Need
Acquire
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
10 Mobile Marketing Actions
1.Develop a
mobile-optimised
responsive website
with lightning quick
load
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
4.Encourage photo-
based social
sharing of customer
experiences
3.Optimise your
email and landing
page systems for
mobile engagement
5.Create video and
high-impact
graphics for
promoted social
posts
2.Continuously test
and optimise the
website and app
user design
experiences
Mobile Marketing Playbook
Source: Adapted from Oracle
10.Test & learn one
new emerging
capability every year
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
8.Implement mobile
advertising
campaigns that use
location-based
data
9.Create an app
that delivers
functional native
utility for existing
customers
6.Link user identities
across devices to
provide a seamless
experience
7.Execute
permission-based
messaging programs
that are highly
relevant
Mobile Marketing Playbook
Source: Adapted from Oracle
8 Shifts Shaping Our Future
Mobile Behaviours
4 Mobile Moments
4 Artificial Intelligence Platforms
New Interfaces Challenging Mobile
Mobile Innovation Transforms Customer Journey
10 Mobile Marketing Imperative
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
Author/Curator
@johnbatistich
https://www.linkedin.com/in/john-batistich-14876222/
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
Sources
Deloitte Mobile Survey 2016
Oracle Marketing Cloud‘Beyondthe Hype: WhatReally Works in Mobile Marketing’ »
https://www.slideshare.net/AleksBozhinov/micromoments-and-the-shopper-journey-economedia?qid=12b94e39-a23f-443f-a327-582b6f88deea&v=&b=&from_search=5
https://www.slideshare.net/julesaicherre/build-the-future-of-mobile-apps-with-facebook-mobile-app-europe-berlin-sept-14/5-0_5_10_15_20
https://www.slideshare.net/jbatistich/understanding-amazoncom-the-worlds-most-disruptive-company?qid=3b571ced-016e-4f6c-8f59-
a5b845f9af0d&v=&b=&from_search=5
https://www.slideshare.net/michaelbuckley/2-new-customerjourneyistrategy17april2013byjohnbatistich?qid=74102c10-015d-46df-95c1-
a3b8a55f8df6&v=&b=&from_search=2
McKinsey & Company: The CEO guide to customer experience 2016
Google IO 2017 Keynote
Facebook F8 Keynote
Experian
Business Insider
ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing

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Mobile Marketing & Beyond

  • 1. Mobile Marketing & Beyond @johnbatistich
  • 2. 8 Shifts Shaping Our Future Mobile Behaviours 4 Mobile Moments 4 Artificial Intelligence Platforms New Interfaces Challenging Mobile 7 Customer Journeys Stages 10 Mobile Marketing Imperative ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 3. 8 Shifts Shaping Our Futures
  • 4. Demographic Power Reorder Sustainability Climate change Resource shortages rising costs Access to clean water Resource nationalism Carbon economy Increased regulation Solar/geo-thermal/nuclear green technology Packaging/waste/carbon taxes Eco-cynicism/hopelessness? Oil free economy Community shared value 1 billion new mouths Yuan becomes benchmark currency 90% of the world’s PhDs. 55% Start-ups in Valley Alibaba, Biadu & Sohu Market expansion Asset ownership Product sourcing Services outsourcing Asian values & aesthetics Resource competition Inbound tourism growth Sydney & Melbourne the size of London today Higher densities Aging Declining fertility Cotton wool kids. Digitally consumed youth Rise in SINKs & DINKs Increased immigration Higher ethnicity Urban-rural polarisation Smaller households Health/Aging Well Increasing life-spans. Live to 150 Live healthy for longer Retire later or not at all Increased loneliness New anti-ageist movement Access to personal genome/dna Longitudinal real-time data Personalised predictive diet & exercise Massive impact on government welfare budgets Changes design requirements for housing & public places Aging retail, pricincts and services ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 5. Connectivity Mobile micro moments near me 2 billion smartphones growing +30% 10 billion smart communicators 5 billion active social network users Location-based services Seamless mobile payments Increasing collaboration Wearable technology Everything personalised Acceleration of connected everything (1%) Hunger for real shared experiences Cyber threats & privacy risks Blockchain Artificial Intelligence Distributed ledger re-engineers financial, education & health systems Disrupts intermediaries No single point of failure Enables bundling of new services New flows of value with time & ownership proof Decentralised governance New legal and regulatory frameworks Creation of crypto-currencies New voice interface Image recognition Natural language processing Machine learning Predictive analytics Planning, scheduling & optimisation Siri, alexa, facebook & google now widely used Manages life admin Destroys service & administrative jobs Gen/Robo/Nano Next generation genomics (health/food) Synthetic biology Surgical, prosthetics & exoskeleton Merging health care with insurance & finance Wearable/implanted sensors Advanced robotics (sensing/AI) Robotic security & care Robotic & drone warfare Advanced materials (carbon/graphene) Self healing, self cleaning Energy storage ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 7. We don’t go online. We live online. ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 8. Mobile has transformed from a technology to a behaviour. ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 9. 76% 79% 84% 2014 2015 2016 AU Smartphone Penetration 91% 89% 87% 84% 81% 80% 79% 73% Norway South Korea Netherlands Australia UK Finland Germany Canada Global Smartphone Penetration Benchmarks Peak Smartphone Penetration ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 10. 63% 55% 41% 25% 18% 6% 71% 70% 65% 57% 40% 39% 37% 30% 29% 25% 21% 21% 17% 12% 29% 30% 35% 43% 60% 61% 63% 70% 71% 75% 79% 79% 83% 88% Daily Access for 4G Activity on Browser or App More Uses, More Time, More Data ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 11. Daily Smartphone Moments Source: Deloitte Mobile Study 2016 ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 12. How Often Smartphone Used and in What Context Always On. Never Alone. Always Distracted. ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 13. 11% 33% 51% 85% 12% 29% 45% 75% Immediately Within 5 Minutes Within 15 Minutes Within An Hour 21% 23% 15% 6% 1% 1% 41% 37% 31% 31% 23% 25% 18-24 25-34 35-44 45-54 55-64 65-75 Photo & Video Sharing. First & Last Thing Daily? Photo Sharing Use When We Wake Up & Go to Sleep ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing 2015 2016
  • 14. 4G. Apple & Samsung. Longer Replacement 27% 41% 77% 2014 2015 2016 4G/LTE Subscription 38% 41% 43% 32% 32% 33% 11% 12% 12% 7% 6% 4%7% 5% 5% 5% 4% 3% 2014 2015 2016 Brand of Smartphone Replacement Cycle (Years) 23% 21% 20% 42% 45% 41% 27% 22% 25% 5% 10% 10% 3% 3% 4% 2014 2015 2016 ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing Apple Samsung Other Sony HTC Nokia >1 1-2 +4 3-4 2-3
  • 16. Source: Adapted from Google Know, Go, Do & Buy Mobile Moments I Want to KNOW Moments Accessing more information Look up something related to an interested touchpoint I Want to GO Moments Explosion of ‘near me’ searches Find something locally to me now I Want to DO Moments Consult smartphone for ideas doing a task Video playing an important role in ‘how to’ I Want to BUY Moments Consult smartphone in store for purchase information/reviews/pricing Big increases in mobile conversion ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 17. Moments of Truth Intent Context Immediacy Micro Moments Source: Google ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 18. Be There & Measure Measure Across screens/channels Active sessions Sales actions Search Awareness at moment Category, product & brand Location Utility Useful information User driven design Customise to location Source: Adapted from Google ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 19. Be Quick: Speed Thrills. Friction Kills Lightning Load Growing expectations Load in 2 seconds or less Slow loads result in bounce & weak conversion Eliminate Steps One click functionality Efficient intuitive design Preferences for Members Anticipate Needs Prioritise call to actions Leverage location for context Use customers’ past behaviour Source: Adapted from Google ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 20. Be Useful Fastest Buy Minimise pages One click payment Fulfilment options Near Me Find store & content Find product. Make a booking Directions Shopping Assistant Find what you want Access reviews. Compare value Help make product decisions Source: Adapted from Google ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 21. Be Shareable Snackable Content Entertaining Educational Sharable How-To Video Content Inspire me Teach me Make it easy Support Sharing Photo Short Video Products & Content Source: Adapted from Google ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 22. Make Payment Easy On Demand Transport On Demand Food Ordering Amazon GoApple Pay ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 23. 4 AI Platforms Transforming Mobile
  • 24. AI Platforms Increase/Challenges Mobile Usage ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 25. "AI will make this product even more essential to you. It will become even a better assistant than it is today. So where you probably aren't leaving home without it today - you're really going to be connected to it in the future. That level of performance is going to skyrocket." ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 26. Search First Mobile First Artificial Intelligence First ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 27. "Thanks to advances in deep learning, we're able to make images, photos and videos useful for finding things. Speech and vision are becoming as important to computing as the keyboard. Understanding images and video has profound implications. We are an ‘AI First’ company." ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 28. "So the biggest thing that we're focused on with artificial intelligence is building computer services that have better perception than people. So the basic human senses like seeing, hearing, language, core things that we do. I think it's possible to get to the point in the next five to 10 years where we have computer systems that are better than people at each of those things." ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 29. "We are now solving problems with machine learning and artificial intelligence that were…in the realm of science fiction for the last several decades. And natural language understanding, machine vision problems, it really is an amazing renaissance. AI is an enabling layer that will improve every business." ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 30. AI Enables New Utility Translate Images Environment Search Place Search ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing Retail Search
  • 31. AI & AR Enabled Utility & Entertainment Technology Connectivity ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing AR Gaming AR Personal Sharing AR Navigation
  • 33. “Alexa is primarily about identifying tasks in the household that would be improved by voice. (For shopping) Alexa is good for reordering consumables, where you don’t have to make a lot of choices.” Photo Source: Google Images ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 34. “Alexa, the voice service that powers Echo, provides skills, that enable customers to interact with devices in a more intuitive way using voice. Examples of these skills include the ability to play music, answer general questions, set an alarm or timer or order needs. Alexa is built in the cloud, so it is always getting smarter. The more customers use Alexa, the more she adapts to speech patterns, vocabulary, and personal preferences.” Photo Source: Google Images ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 35. 84.9% 82.4% 66% 45.9% 40.9% 25% 34% 17% 31% 10% Tell Time Play Music Read News Control Lights Shop/Order Source: Experian, Creative Strategies (Basedup on a survey of 180 Amazon Echo users conducted May 2016) Echo Usage (%) Amazon Echo Use Cases Tried once Used frequently ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 36. Google Home is a voice-activated speaker powered by the Google Assistant platform. Ask it questions. Tell it to do things. It's your own Google, always available and ready to help. ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 37. Google Home is a voice-activated speaker powered by the Google Assistant platform. Ask it questions. Tell it to do things. It's your own Google, always available and ready to help. ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing Apple Home Pod Use Siri for commands, question & music.
  • 39. 7 Customer Journey Stages are Mobile Enabled Buy Pay Use & Share Relationship Discovery Find Acquire ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 40. Mobile Dominates Find & Ongoing Relationship Buy Pay Use & Share Relationship Discovery Find Acquire ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing HeavyMedium Light Light Light Light Heavy
  • 41. Future: Voice Eliminates Find & Payment Stages Buy Pay Use & Share Relationship Discovery Need Acquire ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 43. 1.Develop a mobile-optimised responsive website with lightning quick load ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing 4.Encourage photo- based social sharing of customer experiences 3.Optimise your email and landing page systems for mobile engagement 5.Create video and high-impact graphics for promoted social posts 2.Continuously test and optimise the website and app user design experiences Mobile Marketing Playbook Source: Adapted from Oracle
  • 44. 10.Test & learn one new emerging capability every year ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing 8.Implement mobile advertising campaigns that use location-based data 9.Create an app that delivers functional native utility for existing customers 6.Link user identities across devices to provide a seamless experience 7.Execute permission-based messaging programs that are highly relevant Mobile Marketing Playbook Source: Adapted from Oracle
  • 45. 8 Shifts Shaping Our Future Mobile Behaviours 4 Mobile Moments 4 Artificial Intelligence Platforms New Interfaces Challenging Mobile Mobile Innovation Transforms Customer Journey 10 Mobile Marketing Imperative ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 46. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46 Author/Curator @johnbatistich https://www.linkedin.com/in/john-batistich-14876222/ ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing
  • 47. Sources Deloitte Mobile Survey 2016 Oracle Marketing Cloud‘Beyondthe Hype: WhatReally Works in Mobile Marketing’ » https://www.slideshare.net/AleksBozhinov/micromoments-and-the-shopper-journey-economedia?qid=12b94e39-a23f-443f-a327-582b6f88deea&v=&b=&from_search=5 https://www.slideshare.net/julesaicherre/build-the-future-of-mobile-apps-with-facebook-mobile-app-europe-berlin-sept-14/5-0_5_10_15_20 https://www.slideshare.net/jbatistich/understanding-amazoncom-the-worlds-most-disruptive-company?qid=3b571ced-016e-4f6c-8f59- a5b845f9af0d&v=&b=&from_search=5 https://www.slideshare.net/michaelbuckley/2-new-customerjourneyistrategy17april2013byjohnbatistich?qid=74102c10-015d-46df-95c1- a3b8a55f8df6&v=&b=&from_search=2 McKinsey & Company: The CEO guide to customer experience 2016 Google IO 2017 Keynote Facebook F8 Keynote Experian Business Insider ShiftsBehavioursMomentsAINewInterfacesCustomerJourneyMobileMarketing