The Customer Engagement Balancing Act
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Transcript of The Customer Engagement Balancing Act
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The Customer Engagement Balancing Act: Intimate, not creepy. Insightful, not intrusive. Valuable, not superfluous.
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We deliver leading mobile engagement for more than 1,500 brands.
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Mass media Personal mobile
Interruption (sell)Broadcast, spray-and-pray
Reach & frequencyOne screen
Paid media (branding)Brand controlled
Primetime Location is a place
Transaction
Invitation (service/value/utility)Precision targetingMoments that matterMulti-screensOwned media (authenticity)Consumer controlledMy timeMy location profileRelationship
The Shift….
Customer-centric
Brand-centric
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Insert photo here. Drag picture to placeholder or click icon to add.The funnel is blown to bits.- Jake Sorofman, Gartner
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Drive Downloads & Messages
• Mobile is the front door• Personalization is the focus• Meet the user where they
are
Own the “Moments that Matter”
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User-Level Optimization
Mobile-Driven
Engagement
Own the mobile moments that matter
Open Ecosystem
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Great Engagement Starts with Great Data
Advertising
In-App Behaviors
In-App
Location Data
Message Center POS
Push
Social
Wallet Website
IntegrationsUrban Airship
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Different Channels, Different ReachPush Notifications Push
notification opt-ins (iOS)*
100%0% 50%
In-app Messages Majority of app users
100%0% 50%
Message Center 100%of app users
100%0% 50%
Mobile Wallet 100%of smartphone users
100%0% 50%
*Android doesn’t require opt-in, so it’s 100%
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New customer
OnboardingWelcome seriesPush opt-inLocation opt-in
ConversionProduct view
Add to cartFirst purchase
RetentionReplenishmentLoyalty member sign-upCustomer satService reminders
Re-engagementWin-back programs
Account re-activation
Think in Loops, Not Funnels
Retarget and reacquire
Increasebrand value
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Where Do Your Needs Intersect?
USERBRAND• Reach, engage, retain
customers• Generate repeat
business• Gain user insight• Reduce cost• Operational efficiency
• Easy & convenient• Save money• Save time• Security• Better deals• Be reminded
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Welcome Series Automation Drives Results
HigherRedemption Ratethan typical free offers with automated welcome series messaging.
300%
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Pinpoint Targeting Boosts Conversion
Conversion rate for highly-targetedlast-minute ticket offers.
32%
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Sell Product & Build Brand
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Message Centers Double Read Rates
8X Greater Direct Response Than PushComparing average message center read rate to direct taps on a push
Notifications Double Read RatesWhile home screen badges increase read rates 23%
High-performing apps see nearly half of all messages readOverall average read rate for high-performing apps is 44%, while it is 49% for retail apps
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Serve First to Build Habits
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Lock in LoyaltyLeverage wallet items as ongoing engagement channels
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Beyond the App: Mobile Wallet
Relevant Personalized and location-aware Convenient Store all of your coupons, cards, and event passes in one placePersistent & timely
Reach 100% of your mobile audience: no app necessary.
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Connect Mobile to Any Business System
Power omni-channel engagement with mobile context
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Data Drives Action
Power real-time action across your business
All mobile data Cross-channel ROI insights
Uninstalls E-mail win-back program
Product interest Mobile ad campaign
Mobile insights Business actions
VIP customer in-store Personal customer service
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Does It Work?
878%return on investment (ROI)
10%-70% Increase in one-day mCommerce sales from a product promoted through a push notification.
15%-30%Increase in average spend per customer due to mobile influence on purchase behavior.
$351,660Savings in email marketing spend and reducing the number of app updates.
Forrester Total Economic Impact confirms value:
Topline value: An increase in app engagement, traffic and sales driven to other channels.