The document discusses the necessity for businesses to adapt their mobile engagement strategies in response to shifting consumer expectations, characterized by an increase in mobile device usage and the concept of 'mobile moments.' It emphasizes the importance of using sophisticated orchestration and data analytics to deliver personalized and timely engagement throughout the customer lifecycle. The report outlines strategic steps for identifying key mobile moments, planning customer engagement, and translating strategies into actionable requirements.

2. Transform Your Mobile Engagement
Strategy
Jennifer Wise, Senior Analyst
April 7, 2016

3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3
We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.

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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?

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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?

6. We know,
your consumer is connected.

7. Source: The Age (http://www.theage.com.au/)
46%of US online
adults have a
tablet
72%of US online
adults have a
laptop
70%of US online
adults have a
smartphone

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Mobile adoption and time-spent grows

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And the impact is global
(f) = forecast
Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)

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Source: Next Web (http://thenextweb.com)
The expectation that
I can get what I want
in my immediate context
and moments of need.
Welcome to the Mobile Mind Shift

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Source: Next Web (http://thenextweb.com)
A mobile moment is a point
in time and space when
someone pulls out a mobile
device to get what they
want in their immediate
context.
The mobile moment:

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150 – 200

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30 billion
Source: Mashable (www.mashable.com)

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Mobile moments are at the heart of
consumer engagement
› The average smartphone owner spends 1 hour and 53 minutes
interacting on their phone daily.
› Most marketing leaders in our recent US survey reported that
between 25% and 50% of their site traffic comes from mobile.
› One-third of US online smartphone users research purchases on
their devices at least once a week.

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…span the entire customer lifecycle

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And take many forms

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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?

18. Current mobile strategies won’t deliver.
Image source: Safebee (www.safebee.com)

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It’s only going to get more complex
Image source: Venture Beat (http://venturebeat.com), Pixaby (pixabay.com)

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Old engagement tactics won’t work
Online: Mobile:
Customer segmentWho to target Individuals
Pre-fabricated messages through pre-
planned channels
What format and
content
Personalized content through optimal
touchpoint
Triggered by a company eventWhen to engage Push-based communication triggered by
a customer-led event
Any locationWhere to engage An explicit location
Proactive interactions to serve the
business, or reactive communication to
serve the customer
Why the
engagement
occurs
Proactive interactions to serve the
customer and business

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Use the IDEA framework:

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Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?

23. Delivering on mobile moments requires
sophisticated orchestration

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Solutions deliver speed across IDEA

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Solutions help to execute
Analyze
Performance
Measurement &
Optimization
Platform
provides
analytics into
app and or
customer
lifecycle and
campaign
performance.
Engineer
Interaction
Delivery
Platform
delivers the
campaign by
the channel of
choice in that
mobile
moments.
Design
Engagement
Decisioning &
Assembly
Platforms
assembles the
right content to
deliver to the
identified
audience in the
identified mobile
moment.
Identify
Audience &
Moments
Platform
analyzes raw
data to identify
audience
segments and
events that
trigger mobile
moments.
Inputs
Data & Content
Platform ingests
content to deliver
and data sources.
Data types
include, at
minimum: CRM,
mobile app
analytics and real
time data.

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You need the right data, intelligence, and
pipes in place.

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Start with the strategy:
1. Identify the most important mobile moments.
• Map out customer journeys.
• Identifying the pain points.
• Decide where the immediacy, simplicity, and context of mobile can remove friction or create
delight.
2. Build a strategic plan to use mobile to engage customers.
• Are you managing in-app journeys or overall customer journeys?
• What geographies will you serve?
• Do you need professional services' help or do you have staff to handle it internally?
3. Translate your strategy into requirements.

28. forrester.com
Thank you
Jennifer Wise
jwise@forrester.com
@JenniferWise