Mapping the Mobile First Customer Journey

Editor's Notes

• #3: Speaker 1 I’m pleased to hand over to our Mobile Engagement experts, Paul Berney, Managing Partner EMEA and Co-Founder of mCordis. Paul Berney is the Managing Partner EMEA and Co-Founder of mCordis and has over 25 years of experience in a wide variety of sales, marketing, business development and commercial roles. Paul served as Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA). In 2012 he was recognized as the leading speaker on mobile marketing worldwide by C-Squared and was voted one of the Top 50 influencers in mobile marketing by The Drum magazine in 2013 & 2014.   Rob is our Senior Director of Mobile Engagement. He is an experienced business leader with a passion for turning technology into dollars. Rob is also one of Syniverse’s most frequent commentators on mobile engagement, sharing insights on the growing influence of mobile on business strategies.  
• #15: How many of you have seen me present before I make no apologies for starting by saying the same thing as always The driver of mobile is consumer behaviour Causing and enabling
• #22: Ashu Garg, Partner at Foundation Capital, tells an interesting story about chewing gum when emphasizing the radical impact mobile is having on marketing today. Last year, chewing gum sales were down 20-25 percent, in a category where growth or decline is measured in one or two percentiles. For a while, no one could figure it out. Until they did. And the reason was mobile. Turns out that 70 percent of chewing gum sales happen in the check-out aisle at grocery stores. But now, instead of eyeing candy bars and gossip magazines while waiting to pay for their groceries, people are staring at the smartphones in their hands. http://venturebeat.com/2015/02/18/foundation-capitals-garg-lays-out-top-5-keys-to-mobile-advertising-in-2015/
• #23: once you have experienced a mobile service you won’t go back parking in Dubai parking wardens mobile banking Consider if it exists for one brand in your market it has to exist for all
• #33: GUY ROLFE
• #42: Every day, customers are interacting with various brands to obtain the products and services they value most. As Forrester Research recently stated: “Because people carry their mobile devices with them at all times, mobile moments [points in time and space when someone pulls out a mobile device to get what they want in their immediate context] are the frontline of customer experience. That’s why every consumer-experience-improvement effort, starting now, must include mobile.” But what do those mobile moments look like, and how can companies capitalize on them to optimize customer engagement and drive increased brand loyalty?
• #45: http://blog.funmobility.com/2013/10/11/why-mobile-coupons-have-10x-higher-redemption-rate-than-traditional-coupons/ http://venturebeat.com/2013/05/08/five-reasons-you-should-be-using-sms-based-marketing/ http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital
• #46: http://www.adknowledge.com/blog/statistics-to-justify-budget/ http://info.localytics.com/blog/23-fresh-stats-and-charts-to-convince-your-boss-to-invest-more-in-mobile-in-2015 http://blog.passworks.io/the-benefits-of-apple-passbook-for-brands/
• #49: Mary So let’s now take a look at the questions you’ve got for Rob and Kevin….
• #50: Speaker 1 Coordinate technical and business sponsors Talking Point: Minimize barriers – draws on expertise and Opex model from cloud Ensure awareness with mobile regulations Talking Point: partnering Build a mobile database Verify mobile vs home / work Obtain Opt-ins Tactic MO Campaigns QR, Text To Web, Text to Video, Promotions, In Store signage Internal communications around Halo app to ensure awareness / traction Feedback results broadly and early Bridge Email and Apps with the Foundational Channel for ME, SMS SMS? What’s in it for “ME?” High adoption and usage rate Strong and steady despite smartphone and mobile app proliferation Remains a key global touch point Immediate, simple and timely It’s easy – everyone knows how to text Universally acceptable Broad reach, standard format and interoperable Works across all networks and all handsets Costs very little in most countries Discreet Use almost anytime, anywhere Why? Customers who opt-in, want in! It’s good business – and in most countries, it’s the law Respect privacy and preferences “Anytime opt-out” options Customers expect and want personalized, contextual experiences Willing to opt-in and share data Seek a “contextual value exchange” Expect a direct, meaningful brand relationship How? Make an offer they can’t refuse Utilize traditional marketing channels Enhance the “path to purchase” or action
• #51: Speaker 1 Thank you all for your time today. We hope you found our discussion useful and got some best practice tips to take back to your businesses.   As I mentioned at the start, we have been recording this session, so will be sending out a follow up in the coming days along with a link to the slides on SlideShare and our latest guide – “Guide to Choosing the Best Mobile Engagement Partner”.   If you have any further questions on what we discussed today and would like to talk further with one of our mobile experts, send an email to info@syniverse.com and we will get something set up for you.   If you want to continue the discussion, you can follow our Enterprise team on twitter @mobile4brands and on our LinkedIn ‘Enterprise and Intelligence Solutions’ showcase page.   Thank you again for spending this hour with us and have a great rest of your day.