Barry Nolan - Swrve

Fdbc1b933436f2844be71e3143146bd4?s=47 Ross Swrve
November 23, 2016
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Barry Nolan - Swrve

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Ross Swrve

November 23, 2016
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Transcript

  1. 1   MOBILE MOMENTS LONDON

  2. 2 The anatomy of a successful mobile moment

  3. 3 The first thing passengers do on landing.

  4. 4 The first thing passengers do on landing. 20 second

    window before the phone connects.

  5. Personalised Notification How was your flight?

  6. Survey the customer through the Ryanair app.

  7. 7 Pre-cached > interact even without internet connectivity 17 seconds

    in total 7

  8. 8 We know what most passengers think " " The

    value of a mobile moment 8

  9. 9

  10. 10 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

  11. 11   40m X 80

  12. 12   three billion two hundred million mobile moments every

    day in the UK 40m X 80

  13. 13 Mobile Moments brands as verbs

  14. 14   I need to get home.

  15. 15   I need to split breakfast.

  16. 16   I need to veg out

  17. 17   I need a date

  18. 18 Mobile Moments anticipate needs

  19. 19   Every minute, more customers visit the app than

    visit our branches in a week

  20. 20   I need a loan Every minute, more customers

    visit the app than visit our branches in a week

  21. 21   I need a loan

  22. 22 Changing marketing in four ways.

  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

  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

  25. 25 3. Migration from marketing to utility and service Broadcast

    & Promotional

  26. 26 2. Migration from marketing to utility and service Broadcast

    & Promotional Predictive & Helpful

  27. 27 4. Frictionless It’s not about maximising engagement. Rather minimising

    it.

  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.

  29. 29   THEN

  30. 30   Experience NOW

  31. 31 Know every customer, anticipate their needs, interact personally in

    the perfect moment.

  32. 32   MOBILE MOMENTS LONDON