Mobile is not a channel

Mobile is not a channel

• 1.
  Mobile Is NotA Channel …It Is A Way Of Life
• 2.
  ConsumersHave EmbracedSmartMobileDevices Confidential 72% % ofU.S. Households with 1 or more smartphones Source: Consumer Electronics Association May, 2015
• 3.
  ConsumersHave EmbracedSmartMobileDevices Confidential Source: ConsumerElectronics Association May, 2015 Source: Salesforce.com February, 2014 40% % of U.S. Households with 1 or more tablet
• 4.
  Source: FinancesOnline.com “Comparisonof American’s Weird Habits” April, 2014 Source: Inc. Magazine December, 2014 MobileIs IntegratedIntoOur Lives 61% Confidential
• 5.
  Source: FinancesOnline.com “Comparisonof American’s Weird Habits” April, 2014 MobileIs IntegratedIntoOur Lives Confidential
• 6.
  Retail:MobileIs PartOf AllMarketing(EvenOffline) Confidential DirectMail  76+% of consumers initiated purchase via mobile device after being influenced by direct mail Television  ~12% of television viewing is consumed via mobile device Retail  67% of consumers have shopped via smartphone while in the store SmartphoneShoppers Source: NuXpression January, 2015
• 7.
  Active Messaging: SMS/MMS SMS/MMS often managed by email or digital CRM teams Mobile Properties: Apps/Push and Mobile Web  Apps and App Push is typically outsourced  Mobile Web is often owned by eCommerce Manager and managed by IT MostMarketersHave a LimitedView of “TheMobileChannel” Confidential
• 8.
  The Reality:ConsumersUseMobileDevicesForEverything Source: FlurryAnalytics September 2014 Confidential
• 9.
  Mobile is treatedas a segregated channel because… Marketing Is managed by calendar and crisis Is often measured by direct conversion Is subject to/constrained by organizational realities The ChannelMarketingTrap Confidential
• 10.
  Treat Mobile asan engagement vehicle, not a channel  Integrated component of all marketing channels  Fund mobile optimization of all content delivery channels Invest in Mobile training for Marketing, Operations and IT  Consumer Identification, Privacy and Compliance, Optimization, Analysis, Attribution  Industry Trends, Consumer Engagement Eliminate Channel Contribution Analysis  Embrace fractional attribution analysis  Re-Think KPI’s OvercomingThe ChannelMentality Confidential
• 11.
  Rethink Consumer IDstrategy  Progressive consumer identification  Digital Fingerprinting vs. traditional ID management Integrate contextual data  Technographic and Geographic Data  Digital Fingerprinting vs. traditional ID management Overcome organizational constraints  Merge addressable and acquisition marketing  Blend variable compensation models  Eliminate channel fiefdoms OvercomingThe ChannelMentality Confidential
• 12.
  Source: NuXpression January,2015 ManagingMobileIdentificationIs The Key To UnlockingROI Confidential
• 13.
  Mobile= Marketing Confidential
• 14.
  Thank You! Matthew Ball COOand EVP of Strategy and Planning nGage Labs [email protected] Confidential