More Related Content Similar to Winning the Mobile Customer Shift featuring Forrester (20) More from Braze (formerly Appboy) (20) Winning the Mobile Customer Shift featuring Forrester3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3
We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
4. © 2016 Forrester Research, Inc. Reproduction Prohibited 4
Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?
5. © 2016 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?
7. Source: The Age (http://www.theage.com.au/)
46%of US online
adults have a
tablet
72%of US online
adults have a
laptop
70%of US online
adults have a
smartphone
8. © 2016 Forrester Research, Inc. Reproduction Prohibited 8
Mobile adoption and time-spent grows
9. © 2016 Forrester Research, Inc. Reproduction Prohibited 9
And the impact is global
(f) = forecast
Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)
10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10
Source: Next Web (http://thenextweb.com)
The expectation that
I can get what I want
in my immediate context
and moments of need.
Welcome to the Mobile Mind Shift
11. © 2016 Forrester Research, Inc. Reproduction Prohibited 11
Source: Next Web (http://thenextweb.com)
A mobile moment is a point
in time and space when
someone pulls out a mobile
device to get what they
want in their immediate
context.
The mobile moment:
13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13
30 billion
Source: Mashable (www.mashable.com)
14. © 2016 Forrester Research, Inc. Reproduction Prohibited 14
Mobile moments are at the heart of
consumer engagement
› The average smartphone owner spends 1 hour and 53 minutes
interacting on their phone daily.
› Most marketing leaders in our recent US survey reported that
between 25% and 50% of their site traffic comes from mobile.
› One-third of US online smartphone users research purchases on
their devices at least once a week.
15. © 2016 Forrester Research, Inc. Reproduction Prohibited 15
…span the entire customer lifecycle
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And take many forms
17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17
Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?
19. © 2016 Forrester Research, Inc. Reproduction Prohibited 19
It’s only going to get more complex
Image source: Venture Beat (http://venturebeat.com), Pixaby (pixabay.com)
20. © 2016 Forrester Research, Inc. Reproduction Prohibited 20
Old engagement tactics won’t work
Online: Mobile:
Customer segmentWho to target Individuals
Pre-fabricated messages through pre-
planned channels
What format and
content
Personalized content through optimal
touchpoint
Triggered by a company eventWhen to engage Push-based communication triggered by
a customer-led event
Any locationWhere to engage An explicit location
Proactive interactions to serve the
business, or reactive communication to
serve the customer
Why the
engagement
occurs
Proactive interactions to serve the
customer and business
21. © 2016 Forrester Research, Inc. Reproduction Prohibited 21
Use the IDEA framework:
22. © 2016 Forrester Research, Inc. Reproduction Prohibited 22
Agenda
› How have consumer expectations shifted?
› What is the new mobile engagement
model?
› How can companies orchestrate consumer
engagement to deliver on expectations?
24. © 2016 Forrester Research, Inc. Reproduction Prohibited 24
Solutions deliver speed across IDEA
25. © 2016 Forrester Research, Inc. Reproduction Prohibited 25
Solutions help to execute
Analyze
Performance
Measurement &
Optimization
Platform
provides
analytics into
app and or
customer
lifecycle and
campaign
performance.
Engineer
Interaction
Delivery
Platform
delivers the
campaign by
the channel of
choice in that
mobile
moments.
Design
Engagement
Decisioning &
Assembly
Platforms
assembles the
right content to
deliver to the
identified
audience in the
identified mobile
moment.
Identify
Audience &
Moments
Platform
analyzes raw
data to identify
audience
segments and
events that
trigger mobile
moments.
Inputs
Data & Content
Platform ingests
content to deliver
and data sources.
Data types
include, at
minimum: CRM,
mobile app
analytics and real
time data.
26. © 2016 Forrester Research, Inc. Reproduction Prohibited 26
You need the right data, intelligence, and
pipes in place.
27. © 2016 Forrester Research, Inc. Reproduction Prohibited 27
Start with the strategy:
1. Identify the most important mobile moments.
• Map out customer journeys.
• Identifying the pain points.
• Decide where the immediacy, simplicity, and context of mobile can remove friction or create
delight.
2. Build a strategic plan to use mobile to engage customers.
• Are you managing in-app journeys or overall customer journeys?
• What geographies will you serve?
• Do you need professional services' help or do you have staff to handle it internally?
3. Translate your strategy into requirements.