Understanding the Mobile-First Blueprint for Engaging and Protecting Customers
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The document discusses the importance of mobile as a vital connection between brands and consumers, emphasizing the need for businesses to adapt their marketing strategies to the mobile era. It outlines key aspects of building brand trust through customer engagement, active communication, and contextual relevance. The takeaway is that trust is essential for cultivating a loyal customer base and that brands must prioritize transparency and customer protection.
Understanding the Mobile-First Blueprint for Engaging and Protecting Customers
- 1. 1 Understanding the Mobile-First Blueprint for Engaging and Protecting Customers John Walker Global Vice President of Marketing Communications @JohnEWalker The third party names, marks, and logos used in this presentation are owned by the various, respective parties. #MEBlueprint
- 2. 2 #MEBlueprint Today’s Expert Panelists Michael Becker (@mobiledirect) Managing Partner and Co-Founder, mCordis • Professor of Mobile Marketing at National University • 10 years as a North American board member of the Mobile Marketing Association (MMA) • Author, co-author and contributing author of a number of books and over 100 articles on mobile marketing and founder of the award winning MMA International Journal of Mobile Marketing Rob Hammond (@tech2dollars) Senior Director Mobile Engagement, Syniverse • Experienced sales and technology leader • 30-year career with Microsoft, Sprint and more • Media, analyst commentator and contributor
- 3. Mobile has caused and enables an irrevocable change in people’s behavior. #MEBlueprint 3
- 5. Mobile is the bridge that connects a brand to people #MEBlueprint
- 6. Owns no cars Transformed commerce …and their business Owns no hotels Transformed retail…and their business Empowered expressed need Creates no content Changed the world #MEBlueprint 6
- 7. Elias St. Elmo Lewis #MEBlueprint Business Must Learn to Adapt Awareness Interest Desire Action 7
- 8. Business Must Learn to Adapt 1889 to present 1980s to present Pre-tail Retail Post-tail Purchase
- 9. #MEBlueprint Business Must Learn to Adapt Source: MCKINSEY
- 10. In the mobile era, a brand is the combination of physical and digital experiences that surround the brand throughout the consumer journey. #MEBlueprint 10
- 11. #MEBlueprint "Effective communication is essential to any successful human endeavor." Paul Berney, Co-Founder and Managing Partner, mCordis 11
- 12. SHARED MEDIA PARTNERS CO-BRANDING OWNED MEDIA STORES COMM’s WEBSITE BLOG CONTENT PACKAGING PAID MEDIA ADVERTISING PAID SEARCH SPONSORSHIP EARNED MEDIA PRESS SOCIAL EARNED #MEBlueprint 12 The Four Media Types
- 13. 13 Remember: Paid, earned social media is not owned media, consider yourself a tenant farmer #MEBlueprint
- 14. Ad Blocking is Changing Mobile Marketing #MEBlueprint 14
- 15. DIGITAL CONTENT Content Binds Them All #MEBlueprint
- 16. “People don’t necessarily want to be marketed to, so brands should look to create engagement and conversations at every consumer touch point.” CHRIS BRANDT, CMO, TACO BELL (MARCH ‘15) #MEBlueprint 16
- 17. "Content builds relationships. Relationships are built on trust. Trust drives revenue." - Andrew Davis, Author, Brandscaping #MEBlueprint
- 18. Connectivity is the Keystone Rented Audiences Owned Audiences Connection Communication Commerce DMP SSP RTB Programmatic Digital Shelves Connectivity Email SMS Social Push OTT Packaging Signage Print #MEBlueprint 18
- 19. “As technology generates more transparency, consumers will hold businesses to higher standards, with no room for flimflammery or deceit. Being proactively trustworthy requires you to watch out for your customers’ interest even when your customer isn’t paying attention. “ - Don Peppers (2012) Trust is the only lasting competitive advantage… #MEBlueprint 19
- 20. 20 #MEBlueprint 1. Securing opt-in 2. Validating your mobile customer database 3. Running your campaigns through a secure mobile network 4. Respecting your customers’ preferences 5. Making sure your messages are relevant in the mobile moment 6. Delivering a proactive and dynamic experience that delights the customer Blueprint to Building Brand Trust
- 21. 21 #MEBlueprint Building Brand Trust To build a loyal, profitable customer base, you need to earn brand trust
- 22. 22 #MEBlueprint Hotel Customer Journey The Promise of a Great Stay “Your vacation starts in 2 weeks! View a short video of the amenities available during your stay.” “Thank you for opting in to receive trip alerts from TopHotels!” “Your reservation has been confirmed. Visit the app for our cancellation policy.” “Welcome to Italy! Click here to get your mobile room key now.”
- 23. 23 #MEBlueprint Retail Customer Journey The Promise of Timely Package Delivery “Your package has been delivered.” “Thank you for opting in to receive notifications about your order.” “Your order is on its way. Track shipping details here.” “Re-order this item and receive a discount!”
- 24. 24 #MEBlueprint Financial Services Customer Journey The Promise of a Better Banking Experience “Have you saved enough to retire? View our plans and learn more.” “Thank you for opting in to receive bank alerts.” “This message is to alert you that your account balance is below $50.” “An offer from one of our retail partners is available.”
- 26. 26 #MEBlueprint Mobile is the bridge that connects brands to people Your brand is a combination of digital and physical experiences Protect your customers, protect your brand Customer protection is about more than being compliant Contextual relevance is critical in building brand trust Trust is the only lasting competitive advantage Key Takeaways Brand trust is the key to building a loyal, profitable customer base
- 27. 27 Thank You! For more information, visit www.syniverse.com or follow us on Twitter @Mobile4Brands #MEBlueprint