A new disruption for brands - a global look at consumer mobile and social habits


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SDL sponsored third party research to uncover some interesting facts about how people interact with mobile and social.

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A new disruption for brands - a global look at consumer mobile and social habits

  1. 1. The New Disruption For Brands: A Global Look At Consumer Mobile & Social Habits Joe Stanhope Chief Strategy Officer – SDL Campaign Management & Analytics June 19, 2013
  2. 2. • About SDL & Customer Experience Management • Survey Background and Methodology • Mobile Customer Engagement • Social Customer Engagement • Key Findings & Recommendations Agenda Q&
  3. 3. Global Customer Experience Management 3 Insights Orchestration Contextual Experiences
  4. 4. Insights Global Customer Experience Management SMS E-Commerce Stores Social Networks Mobile Apps .com & Campaign Sites TV Ads Print Ads Email In-store Video Web & Search Ad’s Review Sites Call Center Documentation Consider Bond Enjoy BuyAdvocate Evaluate Pre-Purchase Research Post-Purchase Customer Journey Customers Social Coversations Geographic & Demographics data Transactional Data Email and SMS Analytics Web Analytics App Analytics CRM Data Multimedia video data Insights Digital Touchpoints Interactive Touchpoints Traditional Touchpoints
  5. 5. Orchestration Global Customer Experience Management Orchestration Content Systems Integration Localization Governance Workflow Customer Service Research & Development Marketing & Sales CX centric Organizations
  6. 6. Contextual Experience Global Customer Experience Management Contextual Experience Japanese Russian PortugueseEnglishFrench German Spanish Touchpoints SMS E-Commerce Stores Social Networks Mobile Apps .com & Campaign Sites TV Ads Print Ads Email In-store Video Web & Search Ad’s Review Sites Call Center Documentation Customers
  7. 7. SDL Is An Established Leader in Driving Customer Experience Management 7 • Publicly traded company with $400m annual revenues • Over 2,700 employees in 70 offices across 38 countries • World-leading innovative technology • Award-winning and profitable company, with long-term financial stability • 1,500+ enterprise customers and partners • SDL celebrated its 20th anniversary in 2012
  8. 8. Serving 42 of the 50 Top Global Brands *Source: Interbrand, 2012 8
  9. 9. SDL Intelligent Marketing Suite
  10. 10. Build a Consolidated 360° View Define Customer Engagement Lifecycles Orchestrate Dynamic Personalization Integrate all Digital and Traditional Channels Analyze, Measure & Optimize SDL Intelligent Marketing Suite B C D A A B C D Engagement Driven by the Customer Journey 10
  11. 11. About the Survey
  12. 12. Today’s CXM Reality 12  Multi-directional communication  Proliferation of channels and devices  Channel relevance critical  The ‘empowered’ consumer  Cyclical and multi-directional engagement process 12
  13. 13. • SDL Campaign Management and Analytics conducted an online survey that looked at the mobile and social media habits of consumers. • The survey was deployed in the United States, United Kingdom, Australia and Singapore. • Third party survey companies conducted the survey on behalf of SDL. • The survey respondents were not aware the survey was conducted by SDL. Methodology 13
  14. 14. Survey Respondents – Geographies 14
  15. 15. Survey Respondents – Demographics
  16. 16. Survey Respondents – Demographics
  17. 17. Mobile Customer Experiences
  18. 18. Consumers use their devices in-store: Setting the stage for product and price comparisons
  19. 19. Consumers have logical expectations: Consistency across channels
  20. 20. The inevitable result: Showrooming
  21. 21. Branded apps: A great engagement opportunity but slow to gain traction
  22. 22. Not all mobile tactics are ready for prime time: Leave check-ins to hotels
  23. 23. Mobile presents new opportunities: Facilitating impulse purchases
  24. 24. Social Customer Experiences
  25. 25. Social media promotions show promise: But also carry significant risk
  26. 26. Your customers use social media: Facebook is an opportunity to gather feedback & interact
  27. 27. Social media fans are not the endgame: The real opportunity is transforming fans into promoters
  28. 28. Key Findings & Recommendations
  29. 29. Showrooming is here to stay Consumers expect consistency across channels Branded mobile apps lag but show promise for driving impulse purchases A third of respondents have claimed promotions on social media More than half of respondents share positive experiences and seek advice from friends and family when they talk about brands on social media Key Findings
  30. 30. Address the showrooming phenomenon head-on with effective and effective mobile presence and multichannel consistency Prepare to evolve mobile and social rapidly as channels and consumers mature Target experiences for maximum impact Experiment with tactics Respect your brand’s relationships with fans Recommendations
  31. 31. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Thank you! Joe Stanhope Chief Strategy Officer – SDL Campaign Management & Analytics Phone: +1 847 701 5257 Email: jstanhope@sdl.com Twitter: @joestanhope