Barry Nolan - Swrve

Transcript

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   MOBILE MOMENTS LONDON
   

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   The anatomy of a successful mobile moment
   
   

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   The first thing passengers do on landing.
   
   

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4. 4
   The first thing passengers do on landing.
   20 second window before the phone connects.
   

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5. Personalised Notification
   How was your flight?
   

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6. Survey the customer through
   the Ryanair app.
   

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   Pre-cached > interact even without internet connectivity
   17 seconds in total
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   We know what most
   passengers think
   "
   "
   The value of a mobile moment
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    Be There: Anticipate moments of
    individual need
    Be Useful: Relevant & valued
    Be Fast: Quick to get the job done
    Be Frictionless: Simplicity is a priority
    The anatomy of mobile moment
    

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    40m X 80
    

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    three billion two hundred million
    
    mobile moments every day in the UK
    40m X 80
    

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    Mobile Moments
    brands as verbs
    

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    I need to get home.
    

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    I need to split breakfast.
    

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    I need to veg out
    

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    I need a date
    
    

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    Mobile Moments
    anticipate needs
    

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    Every minute, more
    customers visit the
    app than visit our
    branches in a week
    

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    I need a loan
    
    Every minute, more
    customers visit the
    app than visit our
    branches in a week
    

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    I need a loan
    
    

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    Changing marketing in four ways.
    

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23. 1. The customer, not the channel, becomes the focus
    
    email messaging
    apps
    messaging
    bots
    social
    networks
    Instant
    apps
    mobile
    web
    desktop
    web
    mobile
    app
    email
    mobile
    web
    desktop
    web
    

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24. api
    Marketing
    Clouds
    apps
    web
    database
    CRM
    Marketing
    Tech
    2. Real-time systems of intelligence
    to really know customers
    
    Marketing
    Tech
    Done
    Doing
    Will Do
    
    

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    3. Migration from marketing to utility and service
    
    Broadcast
    & Promotional
    
    

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    2. Migration from marketing to utility and service
    
    Broadcast
    & Promotional
    
    Predictive
    & Helpful
    
    

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    4. Frictionless
    
    It’s not about maximising engagement.
    Rather minimising it.
    

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28. John: You’re
    upgraded Kate: $10
    voucher on us!
    Nicky: Want
    Wifi today?
    Tom: How
    was the flight? Chris: You’re
    Uber is here
    The result: millions of individual
    conversations.
    

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29. 29  
    THEN
    

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    Experience
    NOW
    

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    Know every customer, anticipate their needs,
    interact personally in the perfect moment.
    
    

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    MOBILE MOMENTS LONDON
    

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