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Barry Nolan - Swrve

Ross Swrve
November 23, 2016
110

Barry Nolan - Swrve

Ross Swrve

November 23, 2016
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Transcript

  1. 1  
    MOBILE MOMENTS LONDON

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  2. 2
    The anatomy of a successful mobile moment

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  3. 3
    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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  7. 7
    Pre-cached > interact even without internet connectivity
    17 seconds in total
    7

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  8. 8
    We know what most
    passengers think
    "
    "
    The value of a mobile moment
    8

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  9. 9

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  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

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  11. 11  
    40m X 80

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  12. 12  
    three billion two hundred million

    mobile moments every day in the UK
    40m X 80

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  13. 13
    Mobile Moments
    brands as verbs

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  14. 14  
    I need to get home.

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  15. 15  
    I need to split breakfast.

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  16. 16  
    I need to veg out

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  17. 17  
    I need a date

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  18. 18
    Mobile Moments
    anticipate needs

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  19. 19  
    Every minute, more
    customers visit the
    app than visit our
    branches in a week

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  20. 20  
    I need a loan

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

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  21. 21  
    I need a loan

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  22. 22
    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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  25. 25
    3. Migration from marketing to utility and service

    Broadcast
    & Promotional

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

    Broadcast
    & Promotional

    Predictive
    & Helpful

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  27. 27
    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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  30. 30  
    Experience
    NOW

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

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  32. 32  
    MOBILE MOMENTS LONDON

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