The document discusses mobile engagement trends for 2016, highlighting the changing consumer journey and the importance of understanding consumer needs through personas rather than basic segmentation. It emphasizes the role of mobile channels in shaping brand experiences, the rise of video content, and the growing significance of mobile commerce and loyalty schemes. Additionally, marketers are urged to create relevant and engaging content to meet the expectations of increasingly mobile consumers.

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2016 Mobile Engagement Trends
John Walker
Vice President, Global Marketing Communications, Syniverse
@JohnEWalker
#MEtrends2016

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Today’s Expert Panelists
Paul Berney (@paulbmobile)
Managing Partner and Co-Founder, mCordis
• Served as Chief Marketing Officer and Managing Director of the EMEA branch of the
Mobile Marketing Association (MMA)
• In 2012, recognized as the leading speaker on mobile marketing worldwide by C-
Squared
• Voted one of the Top 50 influencers in mobile marketing by The Drum magazine in
2013, 2014 and 2015
Rob Hammond (@tech2dollars)
Senior Director Mobile Engagement, Syniverse
• Experienced sales and technology leader
• 30-year career with Microsoft, Sprint and more
• Media, analyst commentator and contributor
Jessica Lee (@jessicanl)
Product Manager Mobile Engagement, Syniverse
• Veteran in the mobile marketing space with over a decade of experience
• Helped make mobile work for brands including Proctor & Gamble, Walgreens and
Humana
• Works with the Heartland Mobile Council to develop mobile certification classes and
to facilitate discussions between brands regarding their mobile learnings and
strategies
#MEtrends2016

3. Four shifts we can see:
The customer journey is changing
The point of engagement is changing
‘Brand’ is more than just the product
We need a deeper understanding of consumers
#MEtrends2016

4. There is no linear‘
Path to Purchase
(if there ever was one)
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6. SOURCE: MCKINSEY
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7. Mobile is the only ever present channel in
the Path to Purchase
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8. NOW
THEN
Go to supermarket
Decide in aisle
(taste/ask for help/
POS/read labels,
brand recognition)
Select product
Buy
Define need/problem
(Personal/sharing/gift/occasion)
Read reviews &
Recommendations online
Select Product
Find supplier
Buy
Define need/problem
(Personal/sharing/gift/occasion)
When and where we engage is
changing
#MEtrends2016

9. THEN
Go to the bank
Bank tells me what
is best for me
Accept
product
Buy
I need a loan
NOW
Online search
Select Product
Find supplier
Buy
I need a loan
When and where we engage is
changing
#MEtrends2016

10. In the digital era, a brand is the combination of the
product and the physical and digital experiences
that surround it throughout the consumer journey.
Mobile binds them together.
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11. Connect
Find
Discover
Organise
Be entertained
Learn
Buy
Share
Mobile presence needs to align
to consumer ‘need states’
I want to……
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12. Basic segmentation is dead.
You need a deeper understanding
of your target consumers.
#MEtrends2016

13. Marketers will switch to using
‘Personas’.
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14. Personas Record:
Demographics
Historic Data
Buying Cycle
Triggers
Reach And Influence
Digital Behaviours
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15. Four themes to explore:
Consumers require more relevance
They want engaging content
They want to purchase on their device
They are interested in mobile loyalty schemes
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Which of the Following Trends Are
You Most Focused on for 2016?
#MEtrends2016
Consumers require
more relevance
Consumers engage
with engaging
content
Consumers want to
purchase on their
devices
Consumers are
interested in
mobile loyalty
schemes

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1. Consumers Require More Relevance
#MEtrends2016

18. Relevance is critical to success in mobile
Consumers will punish irrelevant brand
engagement
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19. Attention is a finite resource
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20. Ad blocking is a symptom
Consumers don’t like being re-targeted
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23. The broader problem is, in many ways, that in some cases
digital advertising has not put at the forefront the
fundamental truth that the user experience is paramount.
And no advertising that does not respect the user
experience, be it in terms of content, in terms of design and
creative, or in terms of device functionality is going to work.
It’s bad advertising.
Constantine Kamaras, Chairman Of The Board IAB Europe.
#MEtrends2016

24. The altered expectations of
millennial consumers
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25. Millennials will give way to ‘Centennials’.
We will shift from ‘mobile
preferred’ to ‘mobile only’.
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26. Mobile consumers expect more
Personalized experiences
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Consumers Require More Relevance
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“From strategies to re-imagine and
'hyper-personalize' the customer
experience to new ways brand can
harness mobile and offers linked to
context to improve loyalty programs,
the next year will see a flurry of
activity as brands and businesses work
to determine the appropriate channels
and approaches that will satisfy
people's growing requirement for
personalized and relevant brand
communications and engagement.”
Peggy Anne
Salz, Chief
Analyst,
MobileGroove
“More than just taking the
bank to mobile devices, we
want to create the ultimate
customer experience that
combines the best of both
digital and physical life; this
means that we should
understand the context of
each of our clients, at the
moment and place, and help
to make that moment better.” Alejandro Moreno
Gutiérrez, Digital
Banking,
BBVA Bancomer

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Welcome to our
VIP shopping
event! Visit our
app for
discounts valid
in store today.
Source: “Just For You: Use Personalization
Technology To Help Associates In The Retail
Store”, Forrester Research, July 2015
Personalization technology
is the top investment
priority in the coming year
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2. Consumers Engage With Engaging Content
#MEtrends2016

30. Video use is on the rise
Smartphone penetration
Data plans
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31. Consumers want video content
Consider YouTube example
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32. Brands love story telling
Words and pictures work best
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33. Mobile marketing is shifting towards video
Facebook, YouTube, Twitter, SnapChat
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Consumers Engage with
Engaging Content
“Mobile-only users – or “mobivores” – are one of the
fastest growing consumer segments. In order to better
serve these users, and meet expectations for more
robust mobile capabilities from all users, Fiserv is
thinking differently about the mobile channel. As we
move into 2016 it’s going to be all about the app and
how we can leverage mobile technologies like the
smartphone camera, location-based services and push
notifications to add value to mobile banking and
provide rich, engaging experiences for our customers.”
“The emphasis in the next one to two years will be on
mobile technologies that can energize and activate the
buy phase. In particular, multichannel marketers said
they were investing in three critical areas: location-
based offers, native apps and push notifications.”
#MEtrends2016
Gartner “Survey Analysis: Mobile Marketing's
Growing Role in MCCM”, August 2015
Shirra Frost, Director, Product Marketing,
Digital Banking Group, Fiserv

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Source: Zenith Optimedia,
Online Video Forecasts 2015
It is predicted that over 50%
of time spend watching
online video worldwide will
be through mobile in 2016View a video of our
destination of the
month!
#MEtrends2016

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3. Consumers Want to Purchase on Their Devices
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37. The volume & value of mCommerce sales
are rising
Consumer confidence, convenience &
familiarity.
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40. “No single competency is
enabling us to elevate the
Starbucks brand more than
our global leadership in
mobile, digital, and loyalty.
HOWARD SCHULTZ
15 million users
1 million transactions a week
20% of revenue
Q3 2015
40
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Consumers Want to
Purchase on Their Devices
In 2016, Forrester forecasts mobile and
tablet commerce will represent 38% of
online transactions in the US and 32% in
EU-7. And in the US, more than 30% of
sales will have a mobile cross-channel
component, meaning consumers will use
mobile at some point throughout the
purchase life cycle, from product
research to in-store interactions. Indeed,
trust and convenience and logged-in
experiences will lead consumers to
spend more via mobile and to start using
mobile payments and wallet solutions
like Apple Pay or Android Pay.
“Mobile is the only major channel we expect to grow next year.
Time spent with every other major channel—TV, desktop, print,
radio—will decline while mobile time spent will increase by
7.9% in 2016. And while video consumption and social
networking will continue to grow, we will see two newer
activities capture smartphone users’ time—mobile messaging
via apps like Facebook Messenger, Snapchat and Kik and
proximity mobile payments.”
#MEtrends2016
Cathy Boyle, Analyst, eMarketer
“Predictions 2016: The Mobile
Revolution Accelerates,” Forrester
Research, November 2015

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Source: “US Mobile Phone And Tablet
Commerce Forecast, 2015 to 2020,”
Forrester, Research, October 2015
M-commerce sales are
forecasted to reach $142
billion in 2016, up from
$115 billion in 2015
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4. Consumers are Interested in Mobile
Loyalty Schemes
#MEtrends2016

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Mobile loyalty is coming of age
Apple Passbook Google Wallet
#MEtrends2016

45. Convenience
45
Replacing paper & plastic
#MEtrends2016

46. Dynamic Activation
46
Recognition at the start of the journey
#MEtrends2016

47. Contextual Relevance
47
Recognise the individual, location
& time
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48. Greater Creativity
48
At the point of purchase
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49. Connect, Engage & Influence!
49
Throughout the shopping experience
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Consumers are Interested in
Mobile Loyalty Schemes
#MEtrends2016
“Mobile is playing a key role in our strategy to present and
deliver more value to the customers that engage with our
membership programs. With the mobile adoption growing
around the world, members expect us to not only be present in
the channel, but also innovate on the way we personalize the
communications (engage), exchange value (reward) and
empower them to do more at any given time (self-serve).”
Felipe Echeverri, Director of
Product Delivery, Global Loyalty –
GPMO, Western Union

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Your loyalty
points have
been
updated
Source: Capgemini Consulting, Loyalty
Programs for the Digital Age, 2015
Fully engaged customers deliver a
23% premium over the average
customer in share of wallet,
profitability and revenue
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Which Do You Think Would Add the Most
Value to Your Mobile Engagement Strategy?
#MEtrends2016
Personalized
offers
SMS-embedded
links to rich media
content
Mobile commerce
transactional
alerts
Mobile Wallet
loyalty updates

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Q&A
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54. 54
2016 Mobile Engagement Trends eBook
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Access our e-book at:
www.slideshare.net/Syniverse

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Thank You!
For more information, visit www.syniverse.com
or follow us @Mobile4Brands
#MEtrends2016