We hear 'mobile first' the whole time. But what does that actually mean? What are the opportunities for brands to be on mobile? How can they master eCommerce? Or excel at delivering great customer experiences?
Find the answers and more hot topics on mobile in our webinar this week.
We will look at:
- Consumer behavior shift
- The current app landscape
- Insights and analytics on global mobile usage
- Apps vs. Chatbots
2. Hello!
Renee McKeon
ECD and Senior Director of
Experience Design
Bottle Rocket
Laurie Close
Head of Global Brand Partnerships
OgilvyRED
Rob Blackie
Director of Social
Ogilvy London
3. What’s the weather like in your city?
Tell us where you’re dialing in from!
4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
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13. 13
customer
experience
Research, and just plain common
sense, says focusing on the
customer, or in the case of mobile
products, the user, makes good
business sense.
60%more profitable if you are
customer-centric than if
you are not
12positive interactions needed to
counteract one negative
24. 24
the pro
Strategy and pla
designed to imp
of view of the en
if it is easier to e
investment from
That way of think
revolution, the e
happened. Succ
transition to bein
means simpler to
gratifying for the
technology as a
changes.
And, the great c
only good for th
well.
“Get closer than ever to
your customers. So close that
you tell them what they need
well before they realize
it themselves.”
– Steve Jobs
26. title text
Body Level One
10
ideal consumer journey
current consumer journey
pre during after
Moment of Truth
+
POSITIVE
–
NEGATIVE
MT
Moment of Truth MT
TOUCHPOINTS
Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person
pre during after
+
POSITIVE
–
NEGATIVE
MT
MT
MT
MT
TOUCHPOINTS MOMENT OF TRUTH
Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person
MT
28. 28
the key question:
Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Business chat
Virtual assistant
Social selling
29. 29
the key question:
Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Business chat
Virtual assistant
Social selling
shorter
easier
simpler
more enjoyable
eliminate steps
reduce friction
remove frustration
surprise or delight
30. 30
the key question:
Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
31. 31
if yes, then…
next is multi-perspective
business
goals
budget
organizational
readiness
technical
complexity
34. 34
The way CPG
customers shop has
changed. Now, to
attract and retain
customers, you must
make an emotional
connection. That
begins with
understanding.
Mobile devices are the means to
understand customers’ lives. Brands
can learn customer activity, appeal to
their desires directly, and reward their
loyalty wherever they are.
35. 35
“Mobile is changing loyalty
marketing by raising expectations of
instantaneity and consistency across
channels. It has also opened up new
opportunities in real-time messaging,
customer service and seamless
customer experiences.”
eMarketer
37. 90%more frequent purchases
5xmore likely to
choose the brand
in the future
37
the connection
Now, mobile technology provides opportunities
to own customer data, and connect with and
influence customers through branded mobile
experiences.
39. 39
The Apple App Store took seven months to reach
20,000 apps. Facebook Messenger took only four
months to reach 20,000 chatbots.
Forrester Executive Q&A: Boost Your Chatbot IQ
40. 40
“Fear of missing the “next big thing” now pushes
digital business professionals to learn and pilot with an
unprecedented urgency that outpaces even the “we need an
app” craziness of 2008. The pace of adoption has outstripped
the industry’s ability to educate the market to allow
professionals to move forward rationally. ”
Forrester Executive Q&A: Boost Your Chatbot IQ
41. 41
educating ourselves
Chatbots are bots. But not all bots are chatbots.
Chatbots are conversational interface bots. Typically narrowly focused.
Virtual agents are web-based mobile chat or IVR systems, usually associated with one enterprise to
help customers navigate that brand’s services.
Virtual assistants (also called IPAs, IAs, Intelligent Personal Assistants, or Intelligent Assistants)
orchestrate services from third parties on behalf of consumers. Bots are one form of an agent.
- Forrester Executive Q&A: Boost Your Chatbot IQ
48. 48
key takeaways
Chatbots and Bots are not the same thing
Intelligent Assistants are personal; virtual agents are not
Messaging apps are not the only distribution option for chatbots
- Forrester Executive Q&A: Boost Your Chatbot IQ
50. 50
the key question:
Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
51. Questions?
Renee McKeon
ECD and Senior Director of
Experience Design
Bottle Rocket
Laurie Close
Head of Global Brand Partnerships
OgilvyRED
Rob Blackie
Director of Social
Ogilvy London