The document outlines eight guiding principles for businesses to thrive in the mobile-driven market, focusing on the changing customer expectations and behaviors due to smartphone ubiquity. It emphasizes the importance of creating meaningful purpose, ensuring mobile-friendliness, and orchestrating customer interactions to enhance engagement. Additionally, it suggests leveraging partnerships, addressing price transparency, and utilizing data analytics to optimize customer experiences and drive business growth.

1. EIGHT GUIDING PRINCIPLES
GROWTH THROUGH MOBILE
Jeff
Browe
Wunderman
L.A.
COO
&
Client
Service
Director

2. Introduc=on
MOBILE
|
MAKE
CUSTOMERS
WORTH
MORE
No
surprise,
the
world
has
firmly
taken
hold
of
the
mobile
age.
It
is
now
the
first
screen
in
our
lives.
The
way
we
communicate
has
changed.
Expecta=ons
have
changed.
Shopping
has
changed.
And
so
have
your
customers.
Today
they
are
“always
on,”
connected
24/7.
They
search
for
informa=on
and
instantly
share
their
experiences,
anywhere
at
any
=me.
Moving
seamlessly
between
the
real
world
and
mobile,
crea=ng
more
opportunity
for
smarter
marke=ng.
The
Rules
have
also
changed.
Customers
are
in
charge.
This
is
evident
with
Google’s
updated
algorithm—the
biggest
change
in
years—that
rewards
search
op=miza=on
rankings
of
mobile-­‐friendly
websites,
while
penalizing
those
that
do
not
meet
op=miza=on
standards.
It’s
only
the
start.
WE’VE
ASSEMBLED
EIGHT
GUIDING
PRINCIPLES
YOU
CAN
IMPLEMENT
TO
BETTER
SERVE
YOUR
CUSTOMERS,
DELIVERING
VALUE
AND
BUSINESS
GROWTH.

3. 1.
CREATE
MEANINGFUL
PURPOSE
IN
CONSUMERS’
LIVES
The
U.S.
smartphone
penetra=on
rate
has
reached
61%
80%
of
U.S.
smartphone
users
are
interested
in
using
mobile
payment
INSIGHT
|
Mobility
is
transforming
how
consumers
interact
with
brands
and
how
they
purchase
Customers
are
con=nually
relying
on
their
mobile
device
to
add
value
and
simplify
tasks—RETHINK
what
it
means
to
serve
“always-­‐on”
customers
• STAND
FOR
SOMETHING—Define
a
clear
mobile
value
proposi=on,
aspiring
to
a
larger
purpose
• INTRODUCE
A
NEW
ROLE—Understand
what
mobile
customers
want,
and
deliver
on
it
Simplify
Tasks
Build
Meaningful
Purpose
Source:
Mashable.com,
2015

4. 2.
91%
of
mobile
users
keep
device
within
arms
reach
100%
of
the
=me
24.4%
mobile
commerce
of
all
e-­‐commerce
by
2017
10x
mobile
coupons/offers
redeemed
MORE
than
other
mediums
61%
own
a
smartphone—
it’s
now
the
first
screen
in
our
lives
55%
of
all
Internet
use
is
via
a
mobile
device
Customers
are
already
mobile
and
they
will
do
anything
they
can
do
on
their
mobile
first.
It’s
cri=cal
that
each
des=na=on
play
a
specific
role
in
the
customer
journey.
• CONTENT
IN
CONTEXT—Create
digital
des=na=ons
that
help
users
accomplish
specific
tasks,
considering
=me
of
day,
device
type
and
proximity
• AN
APP
IS
NOT
A
MOBILE
STRATEGY—Connect
all
digital
des=na=ons
to
work
bejer
together,
delivering
seamless
experiences
across
your
ecosystem
to
manage
the
customer
journey—ensure
your
websites
are
mobile-­‐
friendly,
first
INSIGHT
|
Mobile
is
now
the
primary
means
by
which
people
experience
the
Internet
MAKE
YOUR
DIGITAL
DESTINATIONS
FIT
FOR
PURPOSE
Source:
ABI
Research
ComScore,
2014

5. 3.
WIN
THE
MOMENTS
THAT
MATTER,
ADDING
EVERYDAY
UTILITY
INSIGHT
|
Now
at
scale,
smartphones
are
the
first
screens
in
our
lives,
but
more
than
two
thirds
of
Fortune
100
companies
do
not
have
mobile-­‐friendly
sites
Source:
Google
Mobile
Playbook,
2014
57%
of
users
say
they
won’t
recommend
a
business
with
a
poorly
designed
mobile
site
40%
have
turned
to
a
compe=tor’s
site
aler
a
bad
mobile
experience
Companies
are
evolving,
from
speaking
to
consumers
to
empowering
them.
Top
marketers
are
connec=ng
with
consumers,
using
mobile
to
provide
a
greater
sense
of
control
through
relevant
u=lity
that
improves
their
experience.
• REDUCE
FRICTION—Look
for
meaningful
ways
to
make
your
product
or
service
simple
and
easy,
removing
customer
pain
points
and
adding
convenience
• REINVENT
THE
EXPERIENCE—Connect
the
digital
and
physical
customer
journey
to
reimagine
a
new
way
for
customers
to
experience
your
value
proposi=on
EXPERIENCES
ARE
THE
NEW
VALUE
EXCHANGE

6. 4.
TAKE
A
MOBILE-­‐FIRST
POSITION
TO
MAXIMIZE
UTILITY
AND
BENEFITS
INSIGHT
|
Mobile
search
is
growing
at
nearly
10
=mes
the
rate
of
desktop
or
laptop
searches
AVOID
GOOGLE’S
&
MOBILE
SEO
MISTAKES
1)
Blocked
JavaScript,
CSS
and
image
files
Make
sure
Googlebot
is
always
allowed
access
to
these
website
assets
2)
Unplayable
content
Don’t
use
Flash—use
HTML5
for
video
content
3)
Faulty
redirects
Direct
desktop
URLs
to
corresponding
mobile
URLs
4)
Mobile-­‐only
404s
Redirect
desktop
URLs
to
corresponding
mobile
URLs
5)
App
download
inters==als
Don’t
disrupt
visitor’s
usage
of
site
by
blocking
users
from
comple=ng
tasks
6)
Irrelevant
cross-­‐links
Make
sure
mobile
links
connect
to
other
mobile
links
and
not
to
desktop
links
7)
Slow
mobile
pages
It’s
important
that
content
on
webpage
loads
quickly
Source:
Google,
2014

7. 5.
ORCHESTRATE
YOUR
INTERACTIONS;
SEAMLESSLY
ADD
VALUE
INSIGHT
|
90%
of
consumers
move
between
devices
to
complete
a
task
Recognizes
the
value
of
interac=ons.
It’s
not
about
making
customers
more
loyal—it’s
about
brands
being
more
loyal
to
customers.
• INTENTIONAL,
INTELLIGENT
INTERACTIONS—
Consider
the
total
customer
customer
experience,
using
mobile
as
the
connec=vity
across
all
interac=ons
to
track,
acknowledge
and
an=cipate
behavior
• DISRUPT
THE
HABIT
LOOP—Each
interac=on
should
connect
to
enhance
the
value
exchange,
injec=ng
new
pajerns
of
customer
engagement
by
mo=va=ng
and
rewarding
interac=ons
43%
of
consumers
are
more
likely
to
purchase
when
mobile
messages
are
part
of
an
orchestrated
marke=ng
experience
Horses
for
courses:
75%
of
consumers
prefer
promo=onal
messages
via
SMS
Source:
Google
Mobile
Playbook,
2014

8. 6.
CREATE
PARTNERSHIP
TO
ADD
UTILITY
AND
VALUE
By
2016,
90%
of
companies
expect
to
be
compe=ng
on
customer
experience,
up
from
just
36%
in
2012
INSIGHT
|
Customers
expect
value—not
only
in
product
or
services,
but
in
marke=ng
experiences
GIVE
CONSUMERS
A
NEW
REASON
TO
ENGAGE
• SHARED
AND
BORROWED
INTEREST—Reach
out
to
like-­‐minded
partners
to
add
greater
u=lity
and
value
(e.g.,
Walgreens
and
WebMD
working
together
to
improve
health
and
wellness
in
America
and
Aisle411
to
add
store
layouts
and
indoor
mapping)
• MORE
REMARKABLE
MOMENTS—Make
“mobile”
a
verb,
not
a
channel,
crea=ng
opportuni=es
of
personal
engagement,
involvement
and
brand
ambassadors
Today,
the
average
consumer
spends
127
minutes
per
day
in
mobile
apps
Sources:
Gartner,
2014;
Google
Mobile
Playbook,
2014

9. 7.
ACCEPT
AND
PROACTIVELY
ADDRESS
PRICE
TRANSPARENCY
INSIGHT
|
Smartphones
are
breaking
down
the
walls
of
retail
stores
as
price
comparing
has
become
a
popular
pas=me
for
mobile
consumers
A
growing
ecosystem
of
tools
and
applica=ons
that
let
consumers
compare
prices
of
products
has
changed
the
marke=ng
and
retail
landscape.
People
have
always
shopped
around—mobile
has
just
made
the
process
instant.
75%
of
store
shoppers
use
their
mobile
devices
in-­‐store
and
would
be
happy
for
the
retailer
to
text
or
email
a
promo=on
while
on-­‐site
Source:
Internet
Retailer,
2015
What’s
more,
25%
of
store
shoppers
who
use
their
mobile
in-­‐store
make
a
purchase
on
their
mobile
device
while
in-­‐store
• EMBRACE
SHOWROOMING—Use
the
growing
trend
to
your
advantage,
crea=ng
digital
shopping
experiences
and
rewarding
in-­‐store
engagement
• PERSONAL
SHOPPER—Consumer
reviews
are
a
powerful
tool
that
can
be
offered
at
point
of
sale—
customers
are
considering
a
purchase
and
merely
require
some
reassurance

10. 8.
CREATE
A
DATA
BLUEPRINT—MEASURE
THE
CONNECTED
EXPERIENCE
INSIGHT
|
Big
data
is
becoming
a
major
driver
for
mobile—
most
organiza=ons
turn
only
7%
into
intelligence
In
today’s
mul=channel
mobile
marketplace,
the
most
successful
brands
are
masters
of
their
customer
data
ecosystem
and
compete
on
the
power
of
analy=cs.
• REAL-­‐TIME
VIEW—Bring
together
brand
data
(interac=ons,
transac=on,
purchase
pajerns,
non-­‐transac=onal
data)
with
appended
data
(demographic,
psychographic,
behavioral
and
retail
purchase
pajerns)
to
develop
the
“Whole
Consumer”
view
• CUSTOMER
VALUE
SCORE—Build
on
intelligence
gained
from
cross-­‐channel
interac=ons,
behavior
pajerns
and
depth
of
interac=on
and
track
to
establish
a
score
that
can
be
used
to
drive
customer
value
through
op=miza=on
and
adapta=on

11. ABOUT
WUNDERMAN
©2015
Wunderman.
All
Rights
Reserved.
Consistently
ranked
among
the
world’s
top
digital,
CRM
and
mobile
agencies,
Wunderman
delivers
deeply
connected
brand
experiences,
consumer
engagements,
data
and
insights,
and
health
care
marke=ng
solu=ons
that
build
brands
and
businesses.
We
blend
crea=ve,
data
and
technology
to
connect
customers
to
moments
that
truly
majer,
ranging
from
big
iconic
moments
to
deeply
personal
ones
that
recognize
individuality.
Founded
by
Lester
Wunderman
in
1958,
the
agency
now
has
170
offices
in
60
countries.
Wunderman
is
part
of
WPP
(NASDAQ:
WPPGY)
and
Young
&
Rubicam
Group.
Learn
more
at
www.wundermanLA.com.