IBM Marketing Cloud

Mobile in an Omni-Channel World

CIM Webinar - May 26, 2016

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Todays speaker

Michael Trapani
Product Marketing Manager, IBM
Marketing Cloud Mobile

@ThatsLogical

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Heres what I have planned.

Changes in Mobile
Descriptive, Predictive, Cognitive
Mobile Use-cases
Q&A

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Mobile engagement
is very different now.
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Mobile
marketing is
very different
now.

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What it is

How its used

Marketing Shift

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Mobile is more than a unique execution channel

And more

Push notifications and SMS are an essential component of mobile

marketing, but they are only a part of a larger strategy for targeting
your customers, who are always mobile.

Mobile Analytics
Mobile Email

Mobile Ads

Mobile web

What some
people think
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Push, SMS,
Apps

What it
really is

Apps

Push & SMS

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Mobile is used primarily for understanding who customers are

User behavior within apps, web, location, and execution channels are being used as a data source to
inform behavioral profiles on a user-level, not just the channel-level.

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Mobile campaigns are making way for multi-campaign customer journeys

Similar to all aspects of marketing, there is a growing focus on zooming out and seeing the full picture
of the customer experience rather than a campaign-centric approach to marketing.

new customer
campaign

promotional
campaign
welcome
campaign
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informative
campaign

feedback/social
campaign
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Mobile is entering a new era of Cognitive Engagement

2009

2013

2016

Descriptive

Predictive

Cognitive

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Descriptive

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Predictive

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Cognitive

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Mobile Use Cases

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Consider where mobile fits into your customer journey

SMS
-

Broad reach
Simple 1 or 2-way
communication
Great for promoting
other channels
Can be used early in
the customer journey

App Messages
-

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Can reach any app

user
Quick action from
within the app
Advanced behavioral
targeting (location,
app behavior, etc.)
Engages with your
most loyal customers

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Expand your reach with multiple mobile channels

If action is required, deliver through
the app first, and deep-link to the
right page

4:43 PM

here

If no action is taken, send a followup

message through a broader channel,
such as SMS or email

slide to view details

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Combine channels in valuable

messages to broaden reach
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Use your bigger channels to promote your smaller ones

9:41 AM

Preferences
Service Alerts

A newly enrolled SMS customer

receives a message encouraging
her to download your app

Weekly Balance Summary

See a quick rundown of your
account every week

Suspicious Activity
Get notified when suspicious
activity occurs on your account

Account Alerts
Get notified when account-based
events occur in real time

She downloads the app on her phone

and tablet

Privacy
Enable Location Sharing
Get location-based service

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The app offers notification preferences

so she can personalize her experience
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Make your customers (and call center reps) day easier

9:41 AM

Open Bank
Select a Time

A customer receives a push

notification from the app that their
application has been approved

Congratulations, Lilly!
Choose a time slot that works best for you for
us to discuss the details of your new loan.

11:30am

12:00pm

12:30pm

1:00pm

5:00pm

6:00pm

The message deep-links her to a

scheduling page, where she can decide
when an rep can call her

7:00pm

1:00pm

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She selects 1:00pm for her appointment

time before she even calls, reducing callcenter wait-time.
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Signage and Social to drive SMS opt-in - Chipotle

Store sign or social
post drove to page

A user texts to join,

and fills out a form

Later, the value

exchange takes place
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Use mobile, social, and display to entice customers back

Users can be found

using social lookalikes

Mobile rich and display

is great for retargeting

Push for ongoing,

reactive engagement
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Use Email and Mobile together to enhance the customer experience

A few days before Wimbledon,
James receives his emailed itinerary

He arrives by car to the grounds

and parks the day of the event
No. 1

Serena Williams (USA)

Margarita Gasparyan (RUS)

11:30

No. 1

Roger Federer (SUI)

Damir Dzumhur (BIH)

13:00

As he walks towards the stadium,

he receives a location-based
message with directions to his seats
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Mobile is about
conversations.
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The empowered
consumer needs the
empowered marketer.
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Disruptors
Incumbents were positioned to win, but didnt embrace the technology fast enough.

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Disruptors are coming to your business as well.

Learn from the mistakes of others most new trends can be applied to your business in some way.

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With every new technology trend, think of how it can apply to your business.
Use-cases, understand demand, ROI, and testing.

+
new use cases

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understand demand
and ROI

test with a small budget

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Looking to
the future.
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Messaging Apps

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Artificial Intelligence

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Bots (essentially messaging apps + AI)

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Wearables

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Virtual Reality

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One perfect experience

a billion times a day.
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Michael Trapani

Q&A

Product Marketing Manager

IBM Marketing Cloud Mobile

@ThatsLogical

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Thanks!

Michael Trapani
Product Marketing Manager
IBM Marketing Cloud Mobile
mtrapani@us.ibm.com
@ThatsLogical

2016 International Business Machines Corporation

@ThatsLogical #NewWayToEngage