1_Swrve_Barry_Nolan.compressed__1_.pdf

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
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