Michael Becker (@mobiledirect), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present a step-by-step blueprint for building brand trust by engaging and protecting mobile-first customers with mobile context.

1. 1
Understanding the Mobile-First Blueprint for
Engaging and Protecting Customers
John Walker
Global Vice President of Marketing Communications
@JohnEWalker
The third party names, marks, and logos used in this
presentation are owned by the various, respective parties.
#MEBlueprint

2. 2
#MEBlueprint
Today’s Expert Panelists
Michael Becker (@mobiledirect)
Managing Partner and Co-Founder, mCordis
• Professor of Mobile Marketing at National University
• 10 years as a North American board member of the Mobile Marketing
Association (MMA)
• Author, co-author and contributing author of a number of books and over
100 articles on mobile marketing and founder of the award winning
MMA International Journal of Mobile Marketing
Rob Hammond (@tech2dollars)
Senior Director Mobile Engagement, Syniverse
• Experienced sales and technology leader
• 30-year career with Microsoft, Sprint and more
• Media, analyst commentator and contributor

3. Mobile has caused and enables an
irrevocable change in people’s behavior.
#MEBlueprint
3

4. #MEBlueprint
4

5. Mobile is the bridge that
connects a brand to people
#MEBlueprint

6. Owns no cars
Transformed
commerce
…and
their business
Owns no
hotels
Transformed
retail…and
their business
Empowered
expressed
need
Creates no
content
Changed
the world
#MEBlueprint
6

7. Elias St. Elmo Lewis
#MEBlueprint
Business Must Learn to Adapt
Awareness
Interest
Desire
Action
7

8. Business Must Learn to Adapt
1889
to present
1980s
to present
Pre-tail
Retail
Post-tail
Purchase

9. #MEBlueprint
Business Must Learn to Adapt
Source: MCKINSEY

10. In the mobile era, a brand is the combination of
physical and digital experiences that surround the
brand throughout the consumer journey.
#MEBlueprint
10

11. #MEBlueprint
"Effective communication is essential to any
successful human endeavor."
Paul Berney, Co-Founder and Managing Partner, mCordis
11

12. SHARED MEDIA
PARTNERS
CO-BRANDING
OWNED MEDIA
STORES
COMM’s
WEBSITE
BLOG
CONTENT
PACKAGING
PAID MEDIA
ADVERTISING
PAID SEARCH
SPONSORSHIP
EARNED MEDIA
PRESS
SOCIAL
EARNED
#MEBlueprint
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The Four Media Types

13. 13
Remember: Paid, earned social
media is not owned media,
consider yourself a tenant farmer
#MEBlueprint

14. Ad Blocking is Changing Mobile Marketing
#MEBlueprint
14

15. DIGITAL
CONTENT
Content Binds Them All
#MEBlueprint

16. “People don’t necessarily want to be
marketed to, so brands should look to create
engagement and conversations at every
consumer touch point.”
CHRIS BRANDT, CMO, TACO BELL (MARCH ‘15)
#MEBlueprint
16

17. "Content builds relationships. Relationships
are built on trust. Trust drives revenue."
- Andrew Davis, Author, Brandscaping
#MEBlueprint

18. Connectivity is the Keystone
Rented
Audiences
Owned
Audiences
Connection
Communication
Commerce
DMP SSP
RTB
Programmatic
Digital
Shelves
Connectivity
Email SMS
Social
Push
OTT
Packaging
Signage
Print
#MEBlueprint
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19. “As technology generates more transparency, consumers will hold businesses
to higher standards, with no room for flimflammery or deceit. Being
proactively trustworthy requires you to watch out for your customers’ interest
even when your customer isn’t paying attention. “ - Don Peppers (2012)
Trust is the only lasting competitive advantage…
#MEBlueprint
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20. 20
#MEBlueprint
1. Securing opt-in
2. Validating your mobile
customer database
3. Running your campaigns
through a secure mobile
network
4. Respecting your customers’
preferences
5. Making sure your messages
are relevant in the mobile
moment
6. Delivering a proactive and
dynamic experience that
delights the customer
Blueprint to Building Brand Trust

21. 21
#MEBlueprint
Building Brand Trust
To build a loyal, profitable customer base,
you need to earn brand trust

22. 22
#MEBlueprint
Hotel Customer Journey
The Promise of a Great Stay
“Your vacation starts in
2 weeks! View a short
video of the amenities
available during your
stay.”
“Thank you for opting in to
receive trip alerts from
TopHotels!”
“Your reservation has
been confirmed. Visit
the app for our
cancellation policy.”
“Welcome to Italy!
Click here to get your
mobile room key now.”

23. 23
#MEBlueprint
Retail Customer Journey
The Promise of Timely Package Delivery
“Your package has been
delivered.”
“Thank you for opting in to
receive notifications about
your order.”
“Your order is on its
way. Track shipping
details here.”
“Re-order this item and
receive a discount!”

24. 24
#MEBlueprint
Financial Services Customer Journey
The Promise of a Better Banking Experience
“Have you saved enough
to retire? View our
plans and learn more.”
“Thank you for opting in to
receive bank alerts.”
“This message is to
alert you that your
account balance is
below $50.”
“An offer from one of
our retail partners is
available.”

25. 25
Q&A
#MEBlueprint

26. 26
#MEBlueprint
 Mobile is the bridge that connects brands to
people
 Your brand is a combination of digital and
physical experiences
 Protect your customers, protect your brand
 Customer protection is about more than being
compliant
 Contextual relevance is critical in building brand
trust
 Trust is the only lasting competitive advantage
Key Takeaways
Brand trust is the key to building a loyal,
profitable customer base

27. 27
Thank You!
For more information, visit www.syniverse.com
or follow us on Twitter @Mobile4Brands
#MEBlueprint