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FOR
Powered by
THE MOBILE LANDSAPE
Hello!
Renee McKeon
ECD and Senior Director of
Experience Design
Bottle Rocket
Laurie Close
Head of Global Brand Partnersh...
What’s the weather like in your city?
Tell us where you’re dialing in from!
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: ...
it’s a mobile first world
it’s a customer first world
And they live in mobile
6
3
owns
uses
200xopens phone per day
per day
devices
The average mobile user
of people use more than one device at a time
20percent
9
“The mobile mind shift is
ubiquitous and immense.”
Julie Ask, Forrester
10
11
12
New Research Study Finds Brands Fall Short on Consumer Expectations for Mobile Experiences
© 2016 PR Newswire Associati...
13
customer
experience
Research, and just plain common
sense, says focusing on the
customer, or in the case of mobile
prod...
the landscape
Every mobile moment is an opportunity
faster 

engagement
adapt and react
to location
more personal
experiences
(eMarketer Global Survey 2/2016)
30%35% 25%
What...
personal frictionless contextual
Make it beautiful
pure ambient
computing,
EaaS, and
human-based
interfaces
voice as an 

input, chatbots,
messaging, AI/
machine learning, 
...
19
Liquid expectations
20
how do you decide?
23
the short answer
Know your brand
Know your customer (current and desired)
24
the pro
Strategy and pla
designed to imp
of view of the en
if it is easier to e
investment from
That way of think
revol...
title text
Body Level One
title text
Body Level One
10
ideal consumer journey
current consumer journey
pre during after
Moment of Truth
+
POSITIVE
–...
27
the key question:
Would ______________ make the customer journey better?
28
the key question:
Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Busines...
29
the key question:
Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Busines...
30
the key question:
Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
31
if yes, then…
next is multi-perspective
business
goals
budget
organizational
readiness
technical
complexity
spotlight
mobile commerce
(shopping & loyalty)
34
The way CPG
customers shop has
changed. Now, to
attract and retain
customers, you must
make an emotional
connection. Th...
35
“Mobile is changing loyalty 

marketing by raising expectations of
instantaneity and consistency across
channels. It ha...
36
shifting landscape
interesting info
I am in need of help here. If you don’t have anything, I will cut this
slide
90%more frequent purchases
5xmore likely to 

choose the brand 

in the future
37
the connection
Now, mobile technology pr...
chatbots
39
The Apple App Store took seven months to reach
20,000 apps. Facebook Messenger took only four
months to reach 20,000 ch...
40
“Fear of missing the “next big thing” now pushes 

digital business professionals to learn and pilot with an
unpreceden...
41
educating ourselves
Chatbots are bots. But not all bots are chatbots.
Chatbots are conversational interface bots. Typic...
42
KLM
43
Hipmunk
44
Lark
45
Poncho
46
Penny
47
and so much more…
48
key takeaways
Chatbots and Bots are not the same thing
Intelligent Assistants are personal; virtual agents are not
Mess...
Remember the question…
50
the key question:
Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
Questions?
Renee McKeon
ECD and Senior Director of
Experience Design
Bottle Rocket
Laurie Close
Head of Global Brand Partn...
What's Next for The Mobile Landscape
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What's Next for The Mobile Landscape

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We hear 'mobile first' the whole time. But what does that actually mean? What are the opportunities for brands to be on mobile? How can they master eCommerce? Or excel at delivering great customer experiences?

Find the answers and more hot topics on mobile in our webinar this week.

We will look at:
- Consumer behavior shift
- The current app landscape
- Insights and analytics on global mobile usage
- Apps vs. Chatbots

Published in: Mobile
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What's Next for The Mobile Landscape

  1. 1. FOR Powered by THE MOBILE LANDSAPE
  2. 2. Hello! Renee McKeon ECD and Senior Director of Experience Design Bottle Rocket Laurie Close Head of Global Brand Partnerships OgilvyRED Rob Blackie Director of Social Ogilvy London
  3. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. it’s a mobile first world
  6. 6. it’s a customer first world And they live in mobile
  7. 7. 6 3 owns uses 200xopens phone per day per day devices The average mobile user
  8. 8. of people use more than one device at a time 20percent
  9. 9. 9 “The mobile mind shift is ubiquitous and immense.” Julie Ask, Forrester
  10. 10. 10
  11. 11. 11
  12. 12. 12 New Research Study Finds Brands Fall Short on Consumer Expectations for Mobile Experiences © 2016 PR Newswire Association LLC. All Rights Reserved. A Cision company. 76% of users report that a good mobile experience has a positive influence 
 on their loyalty to a brand.
  13. 13. 13 customer experience Research, and just plain common sense, says focusing on the customer, or in the case of mobile products, the user, makes good business sense. 60%more profitable if you are customer-centric than if you are not 12positive interactions needed to counteract one negative
  14. 14. the landscape
  15. 15. Every mobile moment is an opportunity
  16. 16. faster 
 engagement adapt and react to location more personal experiences (eMarketer Global Survey 2/2016) 30%35% 25% What people want from mobility
  17. 17. personal frictionless contextual Make it beautiful
  18. 18. pure ambient computing, EaaS, and human-based interfaces voice as an 
 input, chatbots, messaging, AI/ machine learning, 
 and apps for everything smartphones and apps, smart TVs, wearables, IoT, and other devices
  19. 19. 19 Liquid expectations
  20. 20. 20
  21. 21. how do you decide?
  22. 22. 23 the short answer Know your brand Know your customer (current and desired)
  23. 23. 24 the pro Strategy and pla designed to imp of view of the en if it is easier to e investment from That way of think revolution, the e happened. Succ transition to bein means simpler to gratifying for the technology as a changes. And, the great c only good for th well. “Get closer than ever to 
 your customers. So close that 
 you tell them what they need 
 well before they realize 
 it themselves.” – Steve Jobs
  24. 24. title text Body Level One
  25. 25. title text Body Level One 10 ideal consumer journey current consumer journey pre during after Moment of Truth + POSITIVE – NEGATIVE MT Moment of Truth MT TOUCHPOINTS Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person pre during after + POSITIVE – NEGATIVE MT MT MT MT TOUCHPOINTS MOMENT OF TRUTH Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person MT
  26. 26. 27 the key question: Would ______________ make the customer journey better?
  27. 27. 28 the key question: Would ______________ make the customer journey better? Voice VR AR chatbot iMessage extension Business chat Virtual assistant Social selling
  28. 28. 29 the key question: Would ______________ make the customer journey better? Voice VR AR chatbot iMessage extension Business chat Virtual assistant Social selling shorter easier simpler more enjoyable eliminate steps reduce friction remove frustration surprise or delight
  29. 29. 30 the key question: Would ______________ make the customer journey better? YES NO put in consideration set STOP
  30. 30. 31 if yes, then… next is multi-perspective business goals budget organizational readiness technical complexity
  31. 31. spotlight
  32. 32. mobile commerce (shopping & loyalty)
  33. 33. 34 The way CPG customers shop has changed. Now, to attract and retain customers, you must make an emotional connection. That begins with understanding. Mobile devices are the means to understand customers’ lives. Brands can learn customer activity, appeal to their desires directly, and reward their loyalty wherever they are.
  34. 34. 35 “Mobile is changing loyalty 
 marketing by raising expectations of instantaneity and consistency across channels. It has also opened up new opportunities in real-time messaging, customer service and seamless 
 customer experiences.” eMarketer
  35. 35. 36 shifting landscape interesting info I am in need of help here. If you don’t have anything, I will cut this slide
  36. 36. 90%more frequent purchases 5xmore likely to 
 choose the brand 
 in the future 37 the connection Now, mobile technology provides opportunities to own customer data, and connect with and influence customers through branded mobile experiences.
  37. 37. chatbots
  38. 38. 39 The Apple App Store took seven months to reach 20,000 apps. Facebook Messenger took only four months to reach 20,000 chatbots. Forrester Executive Q&A: Boost Your Chatbot IQ
  39. 39. 40 “Fear of missing the “next big thing” now pushes 
 digital business professionals to learn and pilot with an unprecedented urgency that outpaces even the “we need an app” craziness of 2008. The pace of adoption has outstripped 
 the industry’s ability to educate the market to allow 
 professionals to move forward rationally. ” Forrester Executive Q&A: Boost Your Chatbot IQ
  40. 40. 41 educating ourselves Chatbots are bots. But not all bots are chatbots. Chatbots are conversational interface bots. Typically narrowly focused. Virtual agents are web-based mobile chat or IVR systems, usually associated with one enterprise to help customers navigate that brand’s services. Virtual assistants (also called IPAs, IAs, Intelligent Personal Assistants, or Intelligent Assistants) orchestrate services from third parties on behalf of consumers. Bots are one form of an agent. - Forrester Executive Q&A: Boost Your Chatbot IQ
  41. 41. 42 KLM
  42. 42. 43 Hipmunk
  43. 43. 44 Lark
  44. 44. 45 Poncho
  45. 45. 46 Penny
  46. 46. 47 and so much more…
  47. 47. 48 key takeaways Chatbots and Bots are not the same thing Intelligent Assistants are personal; virtual agents are not Messaging apps are not the only distribution option for chatbots - Forrester Executive Q&A: Boost Your Chatbot IQ
  48. 48. Remember the question…
  49. 49. 50 the key question: Would ______________ make the customer journey better? YES NO put in consideration set STOP
  50. 50. Questions? Renee McKeon ECD and Senior Director of Experience Design Bottle Rocket Laurie Close Head of Global Brand Partnerships OgilvyRED Rob Blackie Director of Social Ogilvy London

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