Mobile engagement

1. mGage © 2015
Mobile Marketing
Mobile Engagement
Presented to:
Rogier van den Heuvel
VP Benelux & Nordics
November 2015

2. mGage © 2015
Mobile Marketing Company
> 15 years
experience
> 40B
Customer
interactions
> 300 brands

3. mGage © 2015
We Specialize in Text, Push, and Social Messaging
+
Social AppsTechnology Expertise
MMS
SMS Push
Customer Lifecycle
Marketing
Customer Service
Easy to use platform
Flexible APIs
Data & analytics
Opt-in strategy
Work flow design
Self-service or fully managed Multi-device
Personalization
Location

4. mGage © 2015
mGage Platform
COMMUNICATE PRO
VISUALIZE INFORM
GATEWAY
API
MOBILE PAYMENTS
PSMS & IVR PSMS MCB

5. mGage © 2015
Next step in Mobile Engagement
Campaign management through all mobile channels (SMS, MMS, Push, OTT messages and Wi-Fi)
CONSUMERMMS
SMS
PUSH EMAIL
IP MESSAGE
VOICE
COMMUNICATE
PRO
MOBILE
IDENTITY
LBS
ANALYTICS
OPERATORS
SOCIAL
OTT
RETAIL
LOGISTICS
FINANCE
TRAVEL
Marketer Platform and Channels Reach ConsumersTools
VISUALIZE
INFORM

6. mGage © 2015
Marketing Customer Service Full Lifecycle Resellers
Top Brands, Agencies, and Vendors Choose mGage

7. mGage © 2015
Everybody is Mobile

8. mGage © 2015
Mobile is taking over the world
There are more people in the world who own mobile devices than people who
own toothbrushes…
“Mobile is the fastest disruptive technology ever. No
other technology has impacted us like the mobile
phone”
... and the fastest growing technology to date - from 0 to 7.3 billion mobile
phones in less than three decades

9. mGage © 2015
Consumers are on Mobile: the figures
There are currently > 7.3 B ‘active’ devices on earth, more than there are people.
1.6 Billion people are buying new PC’s every 5 years, 4 Billion people buying new
mobile devices every 2 years.
Last year there were 750.000 new mobile users per day.
Americans spend more time surfing the internet on their mobile phones than on their
computers and 90 percent of people have their mobile device at arm’s length 100
percent of the time.
Key: Mobile is were your customers are spending most of their time.

10. mGage © 2015
2005 The new Pope

11. mGage © 2015
2013 The new Pope

12. mGage © 2015
2015 The selfie Pope

13. mGage © 2015
Live without a phone for one month?
84% would rather miss alcohol for one month.
75% would rather miss their tablet for one month.
46% would rather miss sex for one month.
46% would rather miss coffee for one month.
Research on mobile usage in the Netherlands

14. mGage © 2015
How do people use their Mobile
> 35% check their Mobile last thing before they go to sleep.
> 25% check them as soon as they wake up.
> 25% check their mobile more than 200 times a day.
> 34% uses their phone on the loo (37% male, 27% female).

15. mGage © 2015
Mobile Engagement

16. mGage © 2015
Engagement Marketing
Trend: FROM Mass Marketing (focus on the message) TO Engagement Marketing
(focus on long term relationships).
Key: that’s when a Brand and a Consumer really connect.
Engagement marketing, is a marketing strategy that directly engages consumers
and invites and encourages consumers to participate in the evolution of a brand.
Rather than looking at consumers as passive receivers of messages, engagement
marketers believe that consumers should be actively involved in the production and
co-creation of marketing programs, developing a relationship with the brand.

17. mGage © 2015
Mobile Engagement
Mobile engagement should empower a customer to engage with a brand at their exact
moment of inspiration. This can mean informing a user’s future purchase, or simply
delivering customer service right when they need it - no matter were they are.
Companies use mobile engagement:
• to deliver positive brand experiences,
• support their business goals,
• build valuable, long-term relationships.
By taking advantage of mobile-detected triggers and combining this information with
purchase history and other customer data, businesses can, for the first time, create highly
personalized marketing campaigns that engage consumers with the right information,
offers, and/or mobile services, at the right time.

18. mGage © 2015
Engage Your Customers At Each Stage In Their Journey
• Mobile moments are the new battleground for marketing professionals.
• The ubiquity of mobile gives marketing professionals the opportunity to engage
consumers not only before and during but also after they have made a purchase.
• Mobile provides unique capabilities. The personal, always-on nature of mobile
allows marketers to reach their customers and brand advocates anywhere,
anytime.
• Mobile contributes to the business — not just through selling but also beyond —
Key: Mobile is the front door, side door, back door and garage bay to your business.

19. mGage © 2015
Mobile Channels
Use all mobile channels to engage with customers
• SMS
• MMS
• Push / in-app
• Wi-Fi
• Social
• Voice
• Mail
• Mobile site
• OTT messaging
Key: Combine Mobile channels with online and offline channel for engagement
Omni-channel communications
campaigns are highly measurable, so you
can find out which channels are the most
efficient for reaching your customers and
optimizing your communication
campaigns and engagement.

20. mGage © 2015
Mobile Moments Flow Throughout The Customer Journey
Mobile moments in the key stages of the customer journey anytime and anywhere.
• Discover: consumers discover products
• Explore: consumers use their mobile phones to research
• Buy and use: make the process as smooth as possible
• Ask and Engage: enable customer participation in social mobile moments
Make sure that the customer is the central
focus: keep in mind that engagement
happens before, during and after the
customer journey is finished.

21. mGage © 2015
1. Discover
Discover: Returning and new consumers find out what they like about a brand, a product
or a service.
• Financial services companies manufacture mobile moments by offering consumers
tools to manage their finances, cars and homes – and opportunities to buy new
services in those moments.
• Brands can offer utility, entertainment, or education here by manufacturing moments
in which they can engage with potential customers.
• Brands can borrow moment from other applications like mapping or instant
messaging.
• Brands on Messaging platforms like WeChat offer consumers content, special offers,
and coupons to drive trails.
Key is to encourage consumers who are not yet customers to engage

22. mGage © 2015
2. Explore
Customers will often compare a brand, a product or a service.
• Consumers use their phone to research purchases from cars,
to cloths and food.
• In the UK 61% use their smartphone to research or
purchase products.
• Consumers showrooming in retail locations are more likely
to make purchases in a store than online.
Key is to make mobile research easier and more productive to drive sales.
Facilitate or influence mobile sales moments

23. mGage © 2015
3. Buy and use
• Customers purchase goods on their mobile and will use phones to pay.
• Customers with (mobile) access to pricing and inventory will have the confidence
to make (mobile) purchases.
• Companies must expose real-time availability of inventory and prices in the mobile
moments or risk losing customers.
• Consumers have new product expectations: they expect updates and upgrades.
Key: Help customers achieve their goals (why they bought the product) by engaging
them through mobile channels.

24. mGage © 2015
4. Engage and ask
Customers post reviews, share tips, and join communities with other brand-loyal,
passionate customers with similar interest once they made the purchase
Encourage customers to use, share experiences (e.g. gamification)
Mobile can extend the sharing capabilities by making it possible to post photos and
videos.
Facilitate a community of enthusiastic customers.
American Express offer consumers the option for interactive mobile phone experience
(rather than voice call).: see case study

25. mGage © 2015
Engage Your Customers on the Channel They Use Most
Mobile is the most used channel in the jouney: use this for engagement!
• Design push messages with maximum impact.
• Create cross-channel campaigns that respond to your customer’s actions.
• Listen to your customers in the mobile channel. Use those insights to deliver
the right customer experience.
• Create in-app messages that can be triggered by specific actions or
personalized
• Interact with customers using location and proximity based triggers for in-app
and push notifications enabled by WiFi and Geo-fencing technology.
Key: Engage customers on mobile devices as part of a cross-channel journey.

26. mGage © 2015
American Express case
Challenge
AMEX was experiencing rapidly increasing costs in inbound service calls and was tasked
with finding a solution while maintaining customer satisfaction.
Solution
• mGage successfully reduced call volumes by creating a text messaging
programs enabling customers to conveniently manage their American Express
account, as well as receive promotional and service alerts.
• Product: mGage Connect, Communicate Pro
• Why They Chose mGage: Reliability and international connections
Results
• #1 credit card in customer satisfaction 2014 (JD Power& Associates)
• 30 million customer experiences delivered in 2013
• 80 million customer experiences delivered in 2014
• 10% decrease in call center service costs (millions $)

27. mGage © 2015
American Express case
Current Markets US, Mexico, UK, India, Brazil
Customer since 2004
Use case Description
Payment confirmations Confirmation that your payment has been received
Payment reminders Notification that a payment is due
Irregular Account Activity Notification when a question transaction is made on account
One Time Pin (OTP) Pin or password used for secure log-in
Rate Alert Receive a message when a desired exchange rate has been reached
Balance tracking alerts Automated menu to access account information
Credit limit reminders Notification when credit limit is close to being reached
Membership rewards Loyalty rewards, points, alert notifications

28. mGage © 2015
Marketing with Mobile Messaging
Text messaging via SMS (or MMS) is a quick and efficient way to grab your
audience’s attention so you can be where they are—on their devices.
• The open rate of SMS is 98% compared to 22% for emails.
• Text messages can be 8x more effective at engaging customers.
• Approximately 50% of consumers make direct purchases after receiving an SMS
branded text.
• Applying SMS marketing techniques is predicted to contribute a 40% growth rate
of revenues by 2017.
• Coupons delivered via SMS have redemption rates 10x higher than printed
coupons.
Key: messaging is an essential part of any mobile engagement marketing strategy.

29. mGage © 2015
Mobile Messaging
Use Mobile Messaging for:
• Customer Service and Care
• Marketing and Sales
• Operations and Logistics
Customers that are engaged in SMS conversations with your brand are typically
your most loyal customers. They not only trust you with their mobile numbers, but
they want an even more personal, deeper level of interaction.

30. mGage © 2015
It’s Been a Pleasure!
Rogier van den Heuvel
VP Benelux & Nordics
Mobile: (31) 6513 68 013
rvdheuvel@mgage.com