The document emphasizes the importance of a mobile-first approach in omni-channel marketing, highlighting that modern consumers are predominantly using mobile devices for engagement. It outlines the challenges brands face due to data silos and advocates for integrating mobile data to enhance customer experiences and improve marketing effectiveness. Acknowledging the significant role of mobile usage, it suggests reimagining marketing strategies to prioritize mobile user experience for better consumer connection and retention.

1. Resuscitating Your Omni-Channel Through Mobile First
© 2016 Swrve Inc.

2. Agenda
• The Modern Consumer
• The Customer Journey
• Omni-Channel Marketing Challenges
• A Mobile First Approach to Omni-channel Marketing
• Resuscitating Your Omni-channel With Swrve

3. Omni vs. multi channel

5. “Our customers are always online. In fact, they are
on their mobiles even when they’re in the store.
For all practical purposes, in a mobile world there
reallyis no offline.”
Joe Megibow,Chief Digital Officer, American Eagle
@Swrve_Inc

6. Mobile is The First Screen
150 10 1 60% 54% 40%
times / day times / hour times / 6 mins check phone check phone using phone
per hour while lying in bed on toilet

7. 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

8. 51% of all digital engagement is mobile, 66% in 2 years
Source: eMarketer / Kleiner Perkins
Brands are
risking to miss out
on over half of user
connections
Hours spent per Adult per Day with Digital Media in the USA
Mobile
Desktop / Laptop Other
Devices

9. 54% of emails are opened on
mobile devices
934M DAU (mobile)
on FB/Instagram
90% of retail shoppers
use their phones in
store
70% of Amazon customers used mobile
app to shop, US mobile retail
ecommerce: $13B – 2015 holiday
season

10. Direct Marketing News >Channels >MobileMarketing >30 BillionMobile Moments a Day Are Up forGrabs
Al Urbanski,Senior Edit1
or
WFollow @AIUrbanskE
November 11, 2015
30 Billion Mobile Moments a Day Are
Up forGrabs
Marketersneedhelp tocapture thosemoments,saysForrester,as it
christensa new vendor category: mobile engagementautomation.

11. Omni-channel woes as a result of data silos:
1. Delayed engagement
2. Non-optimized channels
3. ROI deficiencies
4. Non-holistic customer views
5. Poor customer experiences
A non-mobile centric
marketing stack = data silos
= blind to mobile moments

12. In a first screen world, brands
must focus on the mobile
customer experience for omni-
channel success.
car
offer
mailers
desktop
email
TV
POS
location

13. Mobilesuccessis to reimaginethe user experience
from the consumer’s perspective.

14. Mobilesuccessis to reimaginehow to deliver superior
personalservicesto consumers.

15. Mobilesuccessis to reimaginethe experienceof
sportsfans and sports enthusiasts.

16. Mobilesuccessis to reimaginethe impactof a positive
customer experienceon your brand.

17. In a first screen world, brands
must focus on the optimal
mobile experience for maximum
omni-channel impact.
car
offer
mailers
desktop
email
TV
POS
location

18. “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
“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, SV
“That’s something we continue to
work on, especially on mobile… to
enhance the experience with the
customer.”
Ojonimi Bako, CTO Strategy &
Operations
“Using technology to make our
experience more convenient is where we
should spend our efforts.”
Raja Doddala, VP Omnichannel &
Ventures
Today, the world’s biggestbrands
focus their investmentson shaping
the optimalmobile experience.
“Mobile user experience trumps mobile
advertising any day.”
Killer Apps Are More
Important Than Advertising
- Oct. 12, 2015

19. Mobile data is a must for omni-channel relevance
last click In-Channel Multichannel Omnichannel
“Since 64 percent of adults and 89 percent of young adults
currently are smartphone users, brands absolutely have to
incorporate mobile into their marketing strategy to stay
relevant.”
– Pew Internet research
Rakuten Attribution

20. How can Swrve help me build a mobile
first omni-channel marketing stack?

21. Incorporatemobile data into
your customer views across
channels
Unified Customer
Engagement

22. Change messaging to a customer
in real-time based on the weather
in their back-yard.
Contextual Relevance

23. Promote tickets for specific events
to customers who are fans of the
artist and who are physically close
to the venue right now
Highly Personalized

24. Improve your re-targeting and
effectiveness of your marketing
campaigns with your customer’s
mobile behavioral data
Amplifying
Omni Channel

25. Mobile
Analytics
Mobile
App
Web
Analytics
Website
CRMPOS Email
Marketing
Mobile
Engagement
Automation
Display
Ads
+
No
unified
customer
view
+
Inconsistent
and
disconnected
marketing
How does it work?

26. How does it work?
Mobile
Analytics
Mobile
App
Web
Analytics
Website
CRMPOS Email
Marketing
Mobile
Engagement
Automation
Display
Ads
Amplify

27. Omni-channel Enablement

28. Improved Customer Experiences
» Orchestrated campaigns
» Real-time, in-moment surveys
» Relevant and timely delivery of content
through the right channels
» Optimal & personalized
Better Data Collection
» Amalgamate data from your existing data
silos (3rd party systems & bespoke) in real-
time
Enhanced Productivity
» Lowers total cost of ownership vs. BIY
» Frees engineers from marketing and
marketing from development
Increased Sales
» Unify customer engagement with
multi-channel orchestration
» Real-time mobile behavior data amplifies
other channel campaigns (email, social,
content, pricing)
What can I expect with a mobile first Omni-Channel?

29. Summary
» Maximize engagement, retention and monetization across all
channels with a mobile first approach
» Eliminate data silos – transform multi-channel ▶ omni-channel
» Mobilize and increase effectiveness of your existing
marketing stack with real-time mobile data
» Relevance and contextual for individualized experiences

30. @Swrve_Inc
Download your eBook today!
» Rich conversational interactions
» Real-time notifications at scale
» Ready for your mobile business
» Connects to your marketing cloud
LearnMore

31. Upcoming Events
» Oracle MME 2016 Las Vegas Apr 26-28
» Salesforce Connections Atlanta May 10-12
» Mobile Apps Unlocked Las Vegas May 4-5
» Mobile Moments NYC May 25
» Mobile Moments San Francisco June (tbd)
Meet Swrve Mobile Strategists at these upcoming events

32. Thank you.
© 2016 SwrveInc.
swrve.com
@Swrve_Inc