Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Barry Nolan - Swrve
Search
Ross Swrve
November 23, 2016
0
130
Barry Nolan - Swrve
Ross Swrve
November 23, 2016
Tweet
Share
More Decks by Ross Swrve
See All by Ross Swrve
Julie Chakraverty - Rungway
rosshamer
0
74
Jonathan Butt - Jinn
rosshamer
0
110
James Lodge - Fetch
rosshamer
0
170
Siqing Lin - TUI Travel
rosshamer
0
240
Philippe Meriaux - Happn
rosshamer
0
140
Adam Warburton - Travelex
rosshamer
0
72
Paul Wright - AppsFlyer
rosshamer
0
95
Featured
See All Featured
It's Worth the Effort
3n
187
28k
Into the Great Unknown - MozCon
thekraken
40
2.1k
How To Stay Up To Date on Web Technology
chriscoyier
791
250k
How to Ace a Technical Interview
jacobian
280
24k
Rebuilding a faster, lazier Slack
samanthasiow
84
9.2k
Distributed Sagas: A Protocol for Coordinating Microservices
caitiem20
333
22k
Making the Leap to Tech Lead
cromwellryan
135
9.6k
Building Adaptive Systems
keathley
44
2.8k
YesSQL, Process and Tooling at Scale
rocio
173
14k
Design and Strategy: How to Deal with People Who Don’t "Get" Design
morganepeng
132
19k
Building a Scalable Design System with Sketch
lauravandoore
463
33k
KATA
mclloyd
PRO
32
15k
Transcript
1 MOBILE MOMENTS LONDON
2 The anatomy of a successful mobile moment
3 The first thing passengers do on landing.
4 The first thing passengers do on landing. 20 second
window before the phone connects.
Personalised Notification How was your flight?
Survey the customer through the Ryanair app.
7 Pre-cached > interact even without internet connectivity 17 seconds
in total 7
8 We know what most passengers think " " The
value of a mobile moment 8
9
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 40m X 80
12 three billion two hundred million mobile moments every
day in the UK 40m X 80
13 Mobile Moments brands as verbs
14 I need to get home.
15 I need to split breakfast.
16 I need to veg out
17 I need a date
18 Mobile Moments anticipate needs
19 Every minute, more customers visit the app than
visit our branches in a week
20 I need a loan Every minute, more customers
visit the app than visit our branches in a week
21 I need a loan
22 Changing marketing in four ways.
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
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 3. Migration from marketing to utility and service Broadcast
& Promotional
26 2. Migration from marketing to utility and service Broadcast
& Promotional Predictive & Helpful
27 4. Frictionless It’s not about maximising engagement. Rather minimising
it.
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 THEN
30 Experience NOW
31 Know every customer, anticipate their needs, interact personally in
the perfect moment.
32 MOBILE MOMENTS LONDON