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Thinking Mobile FirstMorgenbriefing 15. November 2011

Simon Kibsgård, Mobile Concept Manager

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Agenda

A bit about me and you Creuna’s raison d'être in mobile business If not Mobile First, what are they doing? Mobile first by strategy and integrated channels Prospering with increasing customer engagement How to begin

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About me and you

Simon Kibsgård, Mobile Concept Manager Mobile consulting, expertise and solutions

You marketers, webmasters, project managers, product managers, business

developers, web creatives

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About me and you

Share your greatest mobile marketing challenge for 2012Soon it’s time for New Year’s Resolutions

Write it down or put it out there!#morgenbriefing

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Creuna’s raison d'être in mobile business

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If not Mobile First, what are we doing?

Building solitary islands, rafts, satellites…And other things not connected.

Creating inside out solutions because of stakeholder pressure

Who will be responsible for the whole of your digital presence?

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What if you don’t care to much for mobile?

http://www.youtube.com/v/aXV-yaFmQNk

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Missing the opportunity to refocus

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Missing the opportunity to refocus

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Missing the opportunity to design for devices

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Missing out on the technology advances

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Missing the opportunities of segmenting

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Missing media integration

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Missing data to know if it actually went that well Increased engagement with exisiting customers New customer reach Increased revenue New revenue Defaults …

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Simply missing the point!

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Mobile first by strategy and integrated channels

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Strategies can be quite simple

”our strategy is to expand perceived value of and demand for our products through well thought digital solutions for any natural customer touch points. Always available to our customers through their preferred media”

”Our strategy is to become indispensable to our most loyal clients. By serving best in class loyalty products, customer engagement will increase securing long term revenue. We intend to outrun competition by staying ahead”

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Customer Experience Management in integrated channels

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WebWebsite

MobileStore

Call centerSocial

Direct MarketingPartnerships

Discover

SearchResearch

Compare

DecidePurchase

Use

Get help

Share

PersonalizeTrust

Advocate

Fan

Brand Engagement

Product

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Prospering with increasing customer engagement

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Increasing engagement on a longer term

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Increasing engagement on a longer term

WebWebsite

MobileStore

Call centerSocial

Direct MarketingPartnerships

Product

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Where to begin

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Where to begin

Get research done: Identify your touch points for each individual target target groups

Fascilitate a creative space: Identify room for extending engagement within existing touch points or creating new ones.

Gain strategy ownership: Phrase your strategy and “sell it” to your organization

Determine business cases: Even for the most short sighted roadmap, you need to compute ROIs

Implement you strategy mobile first

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Take Aways

Mobile holds the promise for real ROI through new and improved revenue streams. Target first movers first.

A test can be inexpensive to implement but may serve you bad. Base your test on research to get it right(er)

It’s all about loops: Customer Journeys, Testing, Improving

You must rely on a business case