mobile relationship management pocket guide

7/27/2019 Mobile Relationship Management Pocket Guide

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Connectwith the

ConnectedWinning with MobileRelationship Management


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3 Table of Contents2Connect with the Connected

4

11

20

26

The MarketingRevolution:The Shift to Mobile

The Third Stage ofMobile Investment:Mobile Relationship

The Mandate:Deliver Value to Customers

Based on Data they Share

10 Things You Need to

do to Win in MRM

Table of ContentsWhat is MobileRelationship Management?

A mandate to use everythingyour customer chooses toshare with you to createengaging experiences thatfoster brand loyalty andmutual long-term value withyour always-addressableaudience.


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4 5Connect with the Connected The Marketing Revolution

As mobile transorms the world, howwill it transorm your business?

How can it help you better engage yourconstantly-connected customers?

We see market share in many industriesshiting rapidly, and we believe theastest innovators will gain a signifcantadvantage beore the slower companiesawaken to the shit. Early adopterswho deliver value to customers in theright way (and at the right time) byunderstanding the mobile medium willwinthe brand-building principle obeing frst in the mind o the customer.

This can open new business

The Marketing

Revolution:

The Shift to Mobile

The speed o mobiles adoption isunprecedented: growing twice as astas the Internet, three times aster thansocial media and a staggering ten timesaster than personal computers.

No matter what you are already

doing in mobile marketing, you areprobably eeling a little bit behind.

We get it. And were here to help.

Lets start by drop-kicking the rhetoricabout the dawn o the mobile age.

Its high noon. Its here and now. Theshit rom personal computers tomobile devices has already happened:Cisco reports that this year there willbe more Internet-connected mobiledevices than people on the planet. (A)


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By giving your customers the toolsto tell you when, where and how youmay reach them, youre opening thedoor to a new marketing mind-set.

We call the mandate to re-engineerhow you interact with customersthrough connected devices, Mobile

Relationship Management.

MOBILE IS TIPPING THE BALANCE

OF BROADCASTS POWER.

The numbers tell an incredible story. In2011, shipments o smartphones andtablets exceeded desktop and notebook

computers. Even more amazing, injust a handul o years, mobile devices

opportunities and enhance customerloyalty and lietime value unlikeanything weve ever seen beore.

Mobile can be uncomortable ormarketersand rightly so. It shitsthe balance o power rom brands toconsumers, enabling them to control

almost everything. While this trendtoward consumer-curated content startedwith the internet and social media, thisparadigm has been amplifed with mobile.

Consumers devices oer a new level otransparency and personalization. Brands

that rely on traditional, one-way massmedia must completely re-engineertheir approach, because when customersperceive marketing as an interruption,they take action to tune you out.

In this new marketing world,

some brands will be ignored.

But others will be invitedin. And asked to stay

We believe your mobile strategyhinges on this invitationcreating

value to engage rather than intrude.


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now spend about hal as much time onthe Web as they spend watching TV.

Mobile is doing more than racturingthe audienceits shattering all therules. In just two years, consumer timespent in apps has outpaced the timespent on the Web. Today, the time

people spend in apps is approachingthe time they spend watchingtelevision, almost unimaginably.

In a ew short years (or less), mobile willdominate the marketing and businesslandscape, exceeding the audience

share o all other channels (C). This is theopportunity, since many companies arejust now waking up to this new landscape.

THERES ONLY ONE MESSAGE

THAT MATTERS.

Mobile has expanded so rapidly that

many companies are unpreparedto capitalize on its opportunities.Businesses aced a similar challengewhen social media emerged, and manystumbled, either by showing up toocasually, too corporate, or ailing toshow up at all on social channels.

have overcome several decades wortho investment in personal computersand laptops. By the end o this year, theinstalled base o mobile devices willexceed the installed base o PCs. (B)

This shit to connected deviceshas transormed how consumers

interact and engage with brands.

Television long enjoyed its status as theheavyweight in brand marketing, andlarge companies ocused the bulk o theirspend there. With the rise o the Internet,the audience ragmentedpeople


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11 The Third Stage of Mobile Investment10Connect with the Connected

The most successul companieswere proactive, coordinated theirorganization and built a strategy toadvance their brand in the new reality.

Mobile is resetting business againandnow is the opportunity to get it right romthe start, rather than playing catch-up.

Mobile will orce companies to rethinkand redesign how they market, sellto and service their customers.

Mobile will enable companies thatsuccessully build relationshipsto be bolddriving bigger and

better business outcomes.

Mobile will rustrate the cookie-cuttercampaign, bother the bulk-email andannoy broad-audience advertisers.

But in this new world o hyper-

personalization, theres only onemarketing message that matters:the one just or me, based onwhen I want it, where I want it,and what I want to talk about.

The Third Wave of

Mobile Marketing

Investment:

Mobile Relationship

Management

Mobile truly is dierent, and itrequires a new way o thinking aboutmobile marketing engagement.

Make the transition eectively,and both the business and theconsumer will beneft. Handle itpoorly and customers will abandonthe app and perhaps the brand.

DONT DELIVER MESSAGES.

DELIVER VALUE.

The impact o mass messaging is switlyeroding. SMS blasts worked or a whilewhen there were no other options,but now theyre seen as annoying orintrusive. The value o segmentedmessages is also slipping, because they


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might still be o-target or ill-timed.

To win, brands must approach consumerson a one-to-one basis. That meansgetting the right message to the rightcustomer at the right time. And the rightmessage must hold real value or thecustomerit cant be just a sales pitch.

Where do customers fnd value? Inormation to help them

navigate daily challenges Interesting or surprising content

relevant to their interests News o changing conditions

that will require them to adapt Smile-worthy or shareable

content to enjoy and delight Just-in-time data and tools

to make better decisions

Mobile is personal. People customize

their smartphones in the sameway they personalize all o theirenvironments, rom work spaces tohomes to automobiles. And because theirconnected device is personal, consumershave a ar lower tolerance or interruptionthan in television or Internet media,

where advertising is an accepted.

This new, personal channel requirespermission. Not unspoken approval.It requires active permission romconsumers to engage. Deliver the rightmessage ater they have explicitly chosento let you and your business will beneft.

For business, this channel represents

immense opportunity. When else canyou say your brand is literally carriedaround-the-clock in your customerspocket? You have the opportunity tobecome integrated into their dailylieinto their routine. Delight themand they will reward you with more

attention, more business, greaterloyalty and positive word-o-mouth.

Being this close to the consumer is aprivilege. Your business model must treatcustomers as individuals. Do this well,and you will win their hearts and minds.

INVEST IN LESS-IS-MORE

PERSONALIZATION.

In the third wave o mobilemarketing investment, technologyand business are fnally catchingup to consumer expectations.


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In the frst wave, brands approachedmobile as a variation o the Internet, withsimilar advertising tacticsbanner ads,pop-ups and web-based tools. Limitationsand low perormance quickly emerged,because advertising contradicts the highlypersonal nature o mobile. Advertisingtalks at the user; its a one-way broadcast.

However, many businesses remainocused on this frst wave. Marketingcompanies spent more than $8billion on mobile advertising in2012, according to eMarketer.

In the second wave, brands builtapps. Development exploded due tolow barriers to entry. Unlike mobileadvertising, apps ft naturally in themobile environment, providing a deeper,more interactive user experience thatgreatly surpasses that o the Web.

This second wave o investment also puta premium on real estatethe spacean app occupies on a mobile device.While a customer might bookmarka site or ollow a brand, gaining andkeeping an apps place on a device

has become the mobile gold rush.

Apps allow or customization andpersonalization o the deviceindividually chosen and custom-organized. Unlike advertisements,which essentially shout at consumers,apps create the possibility o two-way interactions between the userand the business. However, in this

second wave, many brands haveailed to personalize the experienceto ully connect to their customers.

In the third wave, brands will usemobile to transorm customerrelationships. It starts with askingor their preerences, as customersdefne how they want to engage. This

personalization builds trust, creatinga constant ow o communication.

Next, brands will deepen theircustomer relationships, using dataon location, preerences and pastengagement behavior to create custom

experiences. As businesses learn rom


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16Connect with the Connected

their customers, and as customers

receive value, loyalty soars.

Its a marketing paradoxwhencustomers have the control to customizeand limit a brands messages, they becomemore engaged. Less is more. It doesnt takea dozen messages to delight someone, just

one message, tailored to their interestsand specifc needs and timed right.

Brands that ocus on relevance over reachand value over requency build enduringcustomer relationships and outpacethe competition. Thats the power o

Mobile Relationship Management.

MOBILE RELATIONSHIP

MANAGEMENT THINKS BIGGER.

Mobile Relationship Management(MRM) is a mandate to use everythingyour customer chooses to share with you

to create engaging experiences or thatcustomer. As you deliver value, you ostera growing connection with your audience.

MRM represents an opportunity,but also presents tremendous riskto slow adapterswe will see many

businesses disrupted this year when


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were they last there? Is it work time or

amily time? Location is a marketersgreatest asset to uncover context ora consumer, enabling brands to tailorand time messages appropriately.

Its what makes mobile mobile.Combining location data with other

contextual inormation gives brands theopportunity to truly delight customers.

For example, a business traveler arrivingor a ight may have just advancedtheir requent yer status. Send them apush message to thank them or their

loyalty and alert them o new beneftstheyll receive. They might be able totake advantage o a club lounge, whichcan transorm an annoying wait in anuncomortable boarding gate chair intotwo hours o peace or productivity.

their competitors develop mobile

relationships aster and better.

MRM goes beyond the creation oapps to consider a broader, strategicapproach to acquiring, convertingand retaining customers. It integratestechnologies including apps, push

messaging, in-app landing pages andthe digital wallet to deliver value inan individuals preerred context.

Because the mobile world is new andrapidly evolving, it is also ragmented.But we predict mobile technology

will soon connect the dots, driven byboth brand and consumer demand,to integrate CRM, Big Data and otherenterprise-level technology.

WHEREIS THE MOST POWERFUL

TOOL TO CREATE CONTEXT.

What are the three most important datapoints or your customers? Location,location, location. We believe itsessential in any architecture, becauseit powerully defnes relevance.

Where are they? What are they doing?

How oten have they been there? When


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21 The Mandate20Connect with the Connected

Mobile Relationship Managementrecognizes that while marketingwas once brand-centric, it must nowbe customer-centric. Thoughtulexecution on this strategy will gobeyond marketing, howeverit also

requires the participation o sales,product teams, support and the broaderbusiness that interacts with customers.

Weve described how winning in mobilemeans redesigning how you thinkabout the customer experience. The

shit in mind-set applies to metrics too,as the strength and depth o mobilerelationshipswhich ultimatelydrive sales, loyalty and reerralsare the new metrics or success.

IN MOBILE, THERE ARE NO

SECOND CHANCES.

The Mandate:

Deliver Value to

Customers Based on

Data They Share

In the past decade, customers

expectations have been shaped by socialmedia, as the Internet becomes moreuser-centric and inuenced by socialconnections. The ability to share personalexperiences immediately is expected,as is the ability to give immediateand public eedback to a brand. Praise

and criticism, rants and ravesitsall out there or the world to see.

As people gravitated toward socialvalidation online, brands moved intothat space as well, exhorting customersto ollow, like and share their pages,

posts and content. But savvy businessesrealized a more undamental shit:their interactions with customerswere moving rom transactions toconnections. Brands gained ans.

The move rom personal computers to

mobile devices represents an even greaterdeparture rom the old transaction mind-set. Untethered rom their computers,customers are acting in the moment,making purchasing decisions andinuencing other potential customers.

This raises the bar or brands. Consumers


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expect more than goods or services when

they decide which companies to inviteinto their lives via app download. Theyexpect value-added content. I they aredisappointedperhaps by an app thatdoesnt perorm or shoots intrusivemessages at themtheyll soon deleteit. But i they are allowed to control that

engagement, the app might become apermanent fxture and get regular use.

Most importantly, you wontget a second chance.

Mobile is the biggest earned media

opportunity since social. Your constantly-connected customer carries yourbrand in their hand. You can be thereor them when they work, when theplay, whenever they need you. Whenyou surprise and deliver exceptionaluser experience and service, they

will shout it rom the rootops.

TREAD CAREFULLY

Mobile can be hugely rewardingor companies, but it can be equallyunorgiving. Smartphones havelimited real estate. Consumers will

keep only the brands that both deliver


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25 The Mandate24Connect with the Connected

value and treat them with respect.

Despite the prolieration o apps,consumers now carry ewer appson their phones than they did a ewyears ago. The tension is building.

Failure is total, and irrevocable.Every company is just one tap away

rom exile. On the Web, customersmight fnd their way back to yourwebsite, but with apps, once you areremoved, it will take extraordinaryeort to get back on their phones.

Losing these customers is catastrophic

because your mobile customers are yourbest customers. They give you access totheir lives because they want you to bea part o it. They give you access to theirlocation data because they trust you willtreat it with respect. Losing access to thesecustomers is a disaster or your brand.

Just as customers will trumpet thewonderul things you do or them, theywill call out the awul things you doto them. Your worst mistakes will beknown to the world, quickly. Let them settheir preerences. Respect them. Ask or

permission to engage more closely. Respect

their answers. Make sure every messagemakes contextual sense and delivers value.


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27 10 Things You Need to do to Win in MRM26Connect with the Connected

A strategy as game-changing asMobile Relationship Managementmight seem like too much to tackle.Ater working closely with leadingglobal brands, thought leaders and

consumers, weve uncovered bestpractices to start down the path oMRM while making the engagementsystem manageable and transparent.

It requires knowledge and experience, butits possible or any business to execute.

The ollowing ten steps represent ourmost eective roadmap to put yourbrand in your customers hands.

10 Things You Need

to Do to Win in

Mobile Relationship

Management

In 2013, the ultra-

connected customer

base will continue to

grow at a staggering pace,destabilizing marketing as

youve come to know it

These customers demand

personalized, relevant

attention, designed aroundtheir needs and wants

rather than around your

marketing channels. If

you dont change the way

you think about engagingthese customers, you will

quickly lose relevance.

-Forrester Research (D)


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Flexibility and a orward-thinkingmind-set should govern your design.Mobile changes constantly, soexpect to continuously evolve as youappropriate new technologies.

Companies experimenting with MRMtoday will gain the insights needed towin the mobile battle or customers.Those waiting on the sidelines to seewhich technologies will dominatewill ultimately be let behind.

While being open-minded andexperimental is important, you need aplace to start. We advise clients to builda quality app and experiment withpush. Find out what works. Test again.Consumers now spend more than twohours each day using apps. To earn part

o this time, your app must enhancetheir lives. Likewise, your push messagesmust enhance the app experience.

Make your architecture exible enoughto integrate new devices, platormsand sotware. Your technology

partners must be equally exible

DESIGN FOR

MOBILE, BUT

RECOGNIZE

ITS A JOURNEY


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because no one can ully predict

the next disruptive innovation.

Some businesses may choose to startwith Passbook or another digital walletinitiative. Supermarkets with requentbuyer cards, entertainment companiesthat sell tickets and other businesses that

provide loyalty cards, discount couponsor tickets can use the mobile walletunction to begin connecting with push.

FIND YOURVALUE

IN YOUR

CUSTOMERS

LIFE


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Delivering value is the measure omobile success, and your customersdefne whats valuable. I you ocusonly on counting the number o peopleyou have reached, instead o whatyou delivered, the customers you do

reach will be quickly alienated.

Delivering value doesnt need to becomplicated. Walgreens customers canscan their pill bottles with their phones,send requests or a prescription refll andreceive push notifcations when their

prescription is ready. No more waiting orthe refll, no more miscommunication.Walgreens customers now see thepharmacy pickup experience asefcient, rather than tedious, and rewardthe company with their loyalty.

Customer value also translates intobusiness value. In Walgreens case,making prescription pickup easiermeant that ewer prescriptionswere let unclaimed, saving statime and reducing waste.

As you look to add value, segment your


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ENGAGE EACH

CUSTOMER

IN THE KEY

MOMENTS OF

THEIR DAY

customer base particularly on location.

(Its what makes mobile mobile.) Makeit easy or customers to tell you whatthey want. Some customers will be opento requent contact, others will want tohear rom you only or specifc issues.

Customers o Burton receive updates

on snow conditions only or themountains they want to visit. Do theywant to hear about snow elsewhere? No.Does any customer want to hear aboutthings that dont matter to them? No.

In all cases, you need a way to reach out

to your customers. Your app should bepush-enabled rom the start, avoiding thepainul experience o having to rebuildit. And context and location shoulddrive your push message content.

Timing o your communication

should hinge not only on what theytold you they value, but also wherethey are. Are they currently in or nearyour store or ofce? Now is the time tomake them an oer. Are they at theirworkplace in the middle o the workday?Now is not the time to reach out.


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Your customer is not the same personwhen they wake up as when they areworking middayeach persona hasdierent needs and desires. Are youinterrupting them or are you makinglie a little better? Learn the dierence

beore you send a message o any kind.

Step away rom the idea o yourcustomers as consistent buyers. They arepeople with ups and downs throughouttheir day, but their smartphone iswith them constantly. This places the

responsibility on you to fgure out whena message will make their day easier,more entertaining or more proftable.

Make it better.

The Weather Channel understands

the importance o timing. They inviteusers to set preerences or when theyare notifed about weather orecastsor conditions. Some people wantinormation or the morning commute,others want details in the evening toplan or the next day, and some want it

midday, to fnd out i they can squeeze

in a game o gol beore showers hit.

Pay attention to when customerswant to be contacted. This timinginormation, combined with locationinormation you should also becollecting, oers insight into how yourcustomers live and what matters to

them. Use it to evolve your messages.


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USE PUSH

TO ACHIEVE

CONTINUOUS

ENGAGEMENT

Your app should deliver ongoing value,with the goal o becoming integratedinto the customers daily lie. Throughcustomer-permitted data collection,youll grow to understand their livesbetter and better, which oers new

opportunities to enhance value.

Your app must be able to collectpreerence, location and other contextualdata to deliver on this promise. Designyour app to do so. The ocus must be onbuilding an authentic relationship based

on listening and responding to theirneeds. As your contextual data grows,youll even be able to anticipate theirneeds, and this is undamental to be ableto delight them when the time is right.

Once you have their trust, you may ask

customers or permission to see theirlocation. This request should be coupledwith a promise to provide more value-and so you must be prepared to deliveron that promise in the near uture, or youmay fnd that permission cut o. Likeany meaningul relationship, mobilerelationships can be permanently


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crippled by a lack o trust. Dont breach it.

Push messaging is a core part o thebroader MRM mandate. Well-managedpush campaigns deliver ongoingvalue to consumers to retain theirvaluable smartphone real estate.According to the Good Push Index

published by Urban Airship, apps thatinclude push have twice the retentionrate o non-push enabled apps.

In act, consumers use push-enabledapps much more requently thannon-push enabled apps. In a study o

user engagement, an equal number opush- and non-push apps were loadedon users phones. Ater one month,push-enabled apps represented two-thirds o engagement. Ater threemonths, consumers spent 81% otheir time with push-based apps. (E)


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DELIVER VALUEBASED ON

LOCATION

Knowing where customers are is essentialto providing value. You will uncovercorrelations between location and whencustomers use your app, which will helpyou serve them better. Location is thegreatest value accelerator at your disposal.

Begin collecting location inormationas early as possible. Time matters,because you need to analyze inormationbeore you can use the data to connectin a more relevant way. Remember,the clock is ticking. Consumers delete

apps that do not provide value.

To gain permission to collectlocation inormation, start bydelivering value with your basicapp. Next, show customers whatelse they could receiveyour value

proposition to exchange their locationinormation or your apps content.

Once you have earned their trust bytreating them well, provide multiplepaths to enable location tracking.Loyalty programs represent an excellentopportunity to capitalize on location.


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ALLOWCUSTOMERS

TO

PERSONALIZE

THEIR

EXPERIENCE

TO GAIN

RELEVANCE

For a mobile relationship to succeed,your customers must trust that you havetheir best interests in mind. You muststructure your app to give them control.

Remember, customers are sharing

personal data with you, so youmust provide personalized value inreturngive/get is undamental inany relationship. You might thinkthat your daily update is the best thingyour company has ever produced,but i a customer tells you they dont

want it, believe them. Be immediatelyresponsive to that request.

ESPN makes it easy or ans to decidewhat, when and where they hear romthe app. Through push messaging,they can fnd out when games start and

end, see scores at each quarter, or eventrack each scoring play. Other sportsorganizations go urther, providingupdates on trades, last-minute ticketsales and upcoming events.

Whats the right amount o inormationto deliver to a customer?


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The amount they want. Create

compelling options, share them withyour customers, let them chooseand respect their choices. They willreward you with attention, newpurchases and long-term loyalty.


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DONT SELLTO YOUR

CUSTOMERS:

ENTERTAIN,

ENGAGE AND

DELIGHT THEM

Contrary to what the sales departmentsuggests, your apps mission is notto make more sales. Not directly,anyway. Your apps undamentalmission should be to engage yourcustomers to gain their loyalty.

On mobile, social and the Internet, its acontent marketing world. And not justany content. Mobile has raised the bar,where user experiences trump viral video,and where personalized content beatsshareable content every day o the week.

Great content is requiredthatsthe ante or lasting apps. Push raisesthe stakes, dierentiating you incustomers minds by personalizingcontent and delivering it at the righttime. That is what delight is all about.

Starbucks understands what apush-empowered app can do. Theirapp doesnt just showcase theircoeeit pushes ree music .

While Starbucks oers ree musicto customers in its stores, getting it


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requires going to the store, picking

up a card, going to a website, andentering a multi-character code. Butthose who opt in through Starbucksapp receive a push message when anew song is available. With one tap,customers can download the song andstart listening. This is delight at work.

BET uses push to engage viewerswho ollow certain artists. They alertcustomers when their avorite artistsare on the channel, giving them useul,actionable inormation about somethingthey love. Push makes it possible.

BET asked or permission to do this andthen invited viewers to identiy the artiststhat most interest them. The companyis not spamming a broad audiencein the hope that a raction o theirmessages will stick; its communicatingonly with the customers who care.


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VALUE IS BESTDELIVERED BY

COMBINING

THE POWER

OF WALLETS

AND APPS

Digital wallets and passes make cross-channel promotion simple, buildingbrand equity and dierentiation byimproving customer experience. Theydrive awareness and loyalty, whilebeing easy to deliver and update. Weve

also ound that they lead to quickerredemptions, ewer support calls andhigher customer satisaction ratings.

We expect this year to usher in strongadoption o digital wallet technology,particularly as part o an overall MRM

strategy. As natives o the mobileenvironment, they provide seamlessuser experience to make lie easier andextend the capabilities o a mobile device.

Passbook, Apples earliest maniestationo a digital wallet, allows consumers to

consolidate all the important elementso their physical wallet into theirsmartphone, including tickets to concerts,boarding passes, coupons and storeloyalty cards. This solves the problem oleaving these at home, the bulk createdby carrying multiple loyalty cards, andthe aggravation o hunting through


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purses or briecases or a scrap o paper.

Like your phone, your walletgoes with you everywhere, so youdont need to worry about it.

For businesses, digital wallets makepromotion more eective in two ways.

First, the promotion is delivereddirectly to the consumer. They cantlose it, as they can easily do with paper.Youll know immediately when andwhere they redeemed a promotion,enabling you to analyze the progresso your program on the y.

Passes also augment other channelsor cross-promotion and eliminatethe administrative pain o legacyprograms. You can control yourdigital wallet properties by pushingupdates and messages to the customerto improve their experience.

For example, through a push-enableddigital wallet, you can remind youruser i one o your coupons is nearingits expiration date, and you canalert an airline passenger via pushmessage i there is a gate change.


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LEARN ANDOPTIMIZE:

GET READY

FOR MOBILE

INTELLIGENCE

We have all heard about what BigData can do or business. Location is atransormative element, because themajority o data collected today lackssufcient context. Location deliversknowledge o how customers are

moving through both time and space.

This is the third dimension o marketsegmentation. Weve long been able tocollect quantitative inormation aboutconsumers. We can layer qualitativedata on top o that. Now, with location,

we have a contextually-rich look ata consumers lie. Context is 3D.

Mobile intelligence reveals a deeperunderstanding o how your customerslive and work using a data set that isunprecedented and highly personal. The

amount o data that can be collected romlocation is staggering. This understandingallows you to predict behavior and toguide business like never beore. Weadvise clients to start tracking thisnow, even i they dont have a clear usecase or application. Historical data


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COMMIT

TO MOBILE

NOW

can provide a competitive advantage,

but it takes time to collect. Start now.

Artifcial intelligence can recognizebehavior patterns and drive businessrecommendations. That leads to bigoutcomes. Do you know when andwhere your best customers vacation?

Do you know where abandonedcustomers work, live and play? Thepatterns o peoples lives becomesclearer as time passes. Understandingwhere you current customers spendtheir time can help you plan expansiono your business and direct where your

customers also spend their money.


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Devices are prolierating and consumersare moving rom the Web to appsbecause it allows them to take controland it is highly convenient. Accordingly,consumer spending is going mobile. Itis the mandate to engage and deliver

that truly demands a new companycommitment to mobile. Businesses thataccept this reality will be positionedto proft in the coming years.

The mobile mandate requires movingaway rom classic acquisition programs

and ocusing on new metrics. Thefrst metric is tracking the numbero customers who download the app.This is your base number rom whichyou build your opportunity. You frstneed to give them a reason to do this.

The second metric is tracking the numbero customers who choose to opt in topush messaging. Mobile RelationshipManagement strategy views thesecustomers as your always-addressableaudience. This is an earned place in theirlives, so make it worth their while.

The fnal metric is the number o

customers who choose to sharetheir location. I you can track theirlocation, you will have the inormationto surprise and delight them.

Those ready to truly engage in the newworld should listen to Forrester, whichargues that push is as important asemail, social, display ads or any othercommunication channel (F) . In act,Forrester views mobile as so important,its researchers have called or the creationo a Chie Mobile Ofcer(G) to unite andoversee the corporate mobile eort. Whilethis may seem like more than is required,moving a company towards a customer-centric, value-driven marketing platormis not a simple task and will requireexecutive-level direction and investment.

New Era of Marketing Metrics


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65 Final Thoughts64Connect with the Connected

Brought to you by

UrbanAirshipUrban Airship enables brands to build relationships

with their always-connected customers through

Mobile Relationship Management solutions that

streamline delivering highly targeted, cross-platorm

mobile push messages and Apple Passbook passes.

Billions o push messages and tens o thousands

o passes are delivered each month, sparking

exceptional consumer experiences, driving app

engagement and increasing customer loyalty

and lietime value or leading brands such as CBS

Interactive, Cinemagram, ESPN, Groupon, shopkick,

Walgreens and Warner Bros. The companys

solutions handle the end-to-end process o high-

perormance push messaging, location-targeted

messaging and Passbook pass management.

For more information, visit

www.urbanairship.com/resources

MOBILE RELATIONSHIP

MANAGEMENT IS TRANSFORMINGTHE WAY BRANDS CONNECT

WITH CUSTOMERS.

We are on the cusp o the third waveo mobile marketing investment,where the integration o technology,customer data and personalization

will drive a totally new customerexperience. Companies that cling tofrst- or second-wave mobile marketingwont survive this seismic shit.

Now is the time to invest in MRM, tocatch the new wave that can truly sweep

customers o their eet by bringingthem relevant, valuable content incontext with their daily lives.

The result o this deep connection tocustomers drives business growth,loyalty and greater love or a brand. Itsa more efcient use o your marketingdollars. It makes stronger relationshipspossible. And its based on data andpreerencenot guesswork.

AT URBAN AIRSHIP, WERE

MOBILIZING RELATIONSHIPS.


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San Fran | Palo Alto |Portland| New York | London

urbanairship.com@urbanairship | .8.7.98

SOURCES:

A. Katy Huberty, Ehud Gelblum,

Morgan Stanley Research

B. Katy Huberty, Ehud Gelblum,

Morgan Stanley Research

C. comSource, Alexa, U.S. Bureau o Labor

Statistics, Flurry Analytics

D. Forrester Research, 2013 InteractiveMarketing Predictions, February 2013

E. Urban Airship, Good Push Index, July 2012

F. Forrester Research "The New Messaging

Mandate," January 2012

G. Forrester Research "Mobile is the New Face

o Engagement," February 2012

mobile relationship management pocket guide

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