It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.

1. Mobile Moments: Shaping the First-Screen
Customer Experience
MMA Webinar Series
February 9, 2016
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Demonstrating Measurement and Impact
Proving the effectiveness and impact of mobile through research
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3. 3
Managing Your Questions
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4. 4
Presenter
Moderator
Leo Scullin
VP of Industry Programs
Mobile Marketing Association
Martin Doettling
Chief Marketing Officer
Swrve

5. 5
Agenda
• Mobile Moments: Shaping The First Screen
Experience
• Mobile Disrupts Everything
• The Shape of Mobile Engagement
• Mobile Moments – Customer & Industry Cases
• Seven Keys to Great Mobile Moments
• Q&A

7. Banking Sports
Entertainment
TravelMedia

8. Mobile Moments: Shaping the First Screen Experience.
How mobile disrupts everything and what you can do about it.
Martin Doettling
CMO |
@mdoettling
© 2016 Swrve Inc.

9. Mobile is The First Screen
150
times /
day

10. Agree the worst that can
happen is “losing my phone.”
94%
Millennials have their smart-
phone with them all the time.
87%
The Most Personal Device

11. 371K Babies born each day

12. 580K
iPhones sold each
day
based on 4Q’15
projections
813K
371K Babies born each day
1,500K
Android devices activated each
day

13. Hours spent per Adult per Day with Digital Media in the USA
2008 2009 2010 2011 2012 2013 2014
Mobile
Desktop / Laptop
Other Devices
Source: eMarketer / Kleiner Perkins
2015
0.2
2.2
0.3
0.3
2.3
0.3
0.4
2.4
0.4
0.3
2.6
0.8
0.3
2.5
1.6
0.3
2.3
2.3
0.3
2.4
2.6
0.4
2.4
2.8
0
5
4
1
2
3
51% of all digital engagement is mobile, 66% in 2years
Brands are risking to miss out on over half of user connections

14. The Shape of The Mobile Transformation
Share of Communication Activity (UK 2014)
Adults Age 11-15
Messaging / Photo Apps
Social
Phone calls
Email
Source: a16z / Ofcom
0
100%
25%
50%
75%

15. Quarterly Unit Shipments (m)
Mar-95 Mar-98 Mar-01 Mar-04 Mar-07 Mar-10 Mar-13
The Smartphone Industry Dwarfs PCs
4bn people buying phones every 2 years vs. 1.6bn buying PCs every 5 years
iOS & Android
PCs
Source: Gartner, Apple, Google, a16z
4x
Sept-96 Sept-99 Sept-02 Sept-05 Sep-08 Sept-11 Sept-14
400
300
200
100
0

16. Mobile’s Multiplier Effect
Increased sophistication in mobile is as important as the increase in scale
Vastly
bigger
opportunity
Source: Andreessen Horowitz
4 times more
smartphones
than PCs by
2020
 Personal
 Taken everywhere
 Frictionless access
 Sensors, cameras
 Location
 Payment
 Social platform
 Much easier to use
Vastly
different
customer
experience

17. Mobile success is to reimagine
the user experience from the consumer’s perspective.

18. Mobile success is to reimagine
how to deliver superior personal services to consumers.

19. Mobile success is to reimagine
the experience of sports fans and enthusiasts.

20. Mobile success is to reimagine
the impact of a positive customer experience on your brand.

21. In a first screen world,
brands must focus on the
mobile customer
experience.
email
desktop
location
car
offers
mailers
wallet
wearable
pos
tv

22. “I’d put my next dollar into enhancing
the actual mobile experience itself
before I’d put it into another ad
that’s going to tell someone about
how great it is."
Adam Kmiec, Sr. Diector of Mobile
“Mobile user experience
trumps mobile advertising
any day."
Killer Apps Are More Important
Than Advertising - Oct. 12, 2015
“Using technology to make our
experience more convenient is
where we should spend our
efforts."
Raja Doddala, VP
Omnichannel & Ventures
“It’s all about customer
experience and the products that
are driving it. Who goes to a bank
anymore? You really need to be
able to deliver on the [mobile]
experience."
Maja Lapcevic, SVP
“That’s something we continue to work
on, especially on mobile… to enhance
the experience with the customer."
Ojonimi Bako, CTO
Strategy & Operations
Today, the world’s biggest brands focus their
investments on shaping the best mobile
experience.

24. In a first-screen world, your most
valuable customers are really never
offline.
Now imagine what’s possible.
d
Integrate
& Amplify
Relevant
& Meaningful
Mobile Moments
Shaping the first screen
experience.
Proven
& Tested
Consistent
& Contextual
Personal
& Conversational
Helpful
& Timely
A
B

25. Heather Watts
vice president
digital
experience
Proprietary & Confidential · Date: August 2015
1
Travel
Personal
& Conversational
PAIN. Survey the health of each
flyer and ask for feedback when it
matters.
PAIN. Grow repeat business by
offering personalized services and
upgrades.

26. PAIN. Offer meaningful services at the
right time to build a lasting connection.
PAIN. Engage with each guest in a
personal, meaningful, timely manner.
Hospitality
Relevant
& Meaningful

27. Sports
PAIN. Engage football
enthusiasts: around the clock –
around the world.
PAIN. Integrate across channels:
email, television, merchandising,
online ads, social, and direct mail.
Consistent
& Contextual

28. Media
PAIN. Stay top-of-mind with readers
who prefer to consume content
mobile first.
PAIN. Increase retention by
embracing mobile and linking stories
a subscriber has read on the web or
on the mobile.
Helpful
& Timely

29. Entertainment
PAIN. Connect insights to “Intelligent
Marketing” across all brand properties.
PAIN. Notify millions of users of an
upcoming promotion through a single
omnichannel engagement platform.
Integrate
& Amplify

30. Services
PAIN. Grow retention by offering
timely and contextually relevant client
surveys.
PAIN. Go beyond simple
personalization – conversationalize
every engagement.
Personal
& Conversational

31. Games/Gambling
PAIN. Deliver timely messages to
millions of players at scale within
seconds of a critical change to a game
or an event.
PAIN. Personalize services and
upgrade offers based on a player’s
habits.
Proven
& Tested
A
B

32. Banking
PAIN. “BART is the newest branch.”
Or for that matter, the bus, the metro,
the dinner table, a walk in the park,
even your bed…
Consistent
& Contextual

33. Retail
PAIN. “Our customers are always
online. In fact, they are on their
mobiles even in the store. In a
mobile-first world there really is no
offline.”
Joe Megibow, Chief Digital Officer
Proven
& Tested
A
B

34. “Smartphones played a major role as more
people shopped online than in physical stores
on Black Friday and over the weekend."
Mobile Rules Retail
Black Friday & Cyber Monday
 14% - year-over-year surge of online shopping
 27% - mobile percentage of total online sales
 57% - mobile percentage of total online traffic
 103 million - used their phones to shop while
102 million visited stores
Sources: IBM, Adobe, NRF, MMA (Nov. 2015)

35. ① In a first screen world, your most valuable customers are never offline.
② First define+refine your engagement model – then build the app to fit it.
③ Because mobile is so personal, every interaction needs to be personal, contextual
and immediate.
④ Start simple, get the basics right before advancing to more complex conversations;
every mobile experience needs to feel seamless, frictionless, conversational
otherwise your effort to reach out to customers feels unwelcome, annoying.
⑤ Integrate data and insights to shape a meaningful mobile experience;
to your customer, every mobile moment should feel like a conversation.
⑥ Experiment often, fail quickly, test & repeat – learn from the best.
⑦ Every mobile moment is an opportunity to deliver a superior brand experience.
Seven Keys to Great Mobile Moments

36. Q&A
© 2016 Swrve Inc.
@Swrve_Inc

37. Upcoming MMA Events
Why Everything You Thought You Knew
About Mobile Marketing Is About to
Change
Wednesday, February 17
Mobile Shopper Marketing and the
Impact on the Path to Purchase
*MMA Member-only
Thursday, March 10th
MMA Webinar Series
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MMA Mobile Location
Leadership Forum
March 24, 2016
MMA Forum Brazil
April 13, 2016
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April 14, 2016

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47. In a first-screen world, your most
valuable customers are really never
offline.
Now imagine what’s possible.
Add period after possible.
ccx
 Rich conversational interactions
 Real-time notifications at scale
 Ready for your mobile business
 Built for today’s agile marketer
 Connects to your marketing cloud
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48. Meet Swrve Mobile Strategists
at these upcoming Events
>>Mobile World Congress Barcelona | Feb 22-25
>>eTail West Palm Springs | Feb 22-25
>>Swrve Mobile Summit London | Mar 9
>>GDC 2016 San Francisco | Mar 16-18
>>Adobe Summit Las Vegas | Mar 20-24
>>Microsoft Build San Francisco | Mar 30 - Apr 1
>>Oracle MME Las Vegas | Apr 20-24
>>Salesforce Connections Atlanta | May 10-12
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49. Check out these Webinars
>>Mobile in Banking swrve.com
>>Mobile in Media February 17
>>Mobile in Retail March 9
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50. Lorem Ipsum
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