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MOBILE FIRST
John Edwards                       Wacarra Yeomans
Director, Digital CRM              Director, Creative Services
Verizon Wireless                   Responsys
john.edwards@verizonwireless.com   @wac_intosh
                                   wyeomans@responsys.com
Smartphones are an indispensable
part of our daily lives.
Smartphones are indispensable
   — 62% Are using their smartphone everyday
   — 80% Don’t leave home without it

Smartphones are used everywhere
Home                                    97%
On the go                               83%
In a store                              78%
Restaurant                              71%
Work                                    71%
At a social gathering                   60%
Doctor’s office                         56%
Café or coffee shop                     50%
Airport                                 49%
Public Transport                        36%
School                                  30%
(Source: Google Mobile Planet Report)
Behavior indicates intent
    — 94% have looked for local information
    — 90% have taken action as a result
 Research t hat St art s on Smart phones Leads
 t o Purchases Across Channels
                   Research
         on smartphone




                                                                                                                                                                                  65%
                                                             then purchased


          37%
                                                                                                   then purchased
                                                                                                   via comput er


                                                                                                                                                                                  still prefer to shop on
                                                                                                                                                                                  their PC/tablet for a
          32%                                                                                then purchased
                                                                                             it o! ine                                                                            better experience




   Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000                                                Google Con! dential and Proprietary   29
   Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies
(Source: Google Mobile Planet Report)
   to you.
Are you repelling customers?




(Source: SmartInsights)
Your customer is mobile
and you should be, too.
Phones larger, tablets smaller




Motorola Razr   iPhone 5    Samsung       iPad Mini      Amazon
 Maxx HD                   Galaxy Nexus               Kindle Fire HD
How we read email
Other constraints
• Connectivity: wifi, 3G, 4G, 4G LTE
  – Google: Slow load times can lead decrease
    customer activities for up to 5 weeks
• Limited attention span
  – Multi-tasking
We’re a brand first and a channel second.
A mobile company
2013 mobile firsteec_final
Mobilizing our content made us
better marketers.
Understand your audience


Email Openers by Device Type



 26%
                 40%           Mobile
    35%                        Desktop
                               Webmail
Anticipate their expectations
Create an experience.
          Campaign               Engagement   Activation Rate
     Mobile Vs. Desktop
       Performance               ↑ 2X           ↑ 87%




Mobile VzW.com                                                  Triggered Mobile Save Cart
Shopping Path / Save Cart Flow                                  Email (Day 1)
Mobilizing our content made us
better marketers.
    •   Redesign from the ground up.
    •   Think about every interaction.
    •   Be direct. Keep it simple.
    •   Ruthlessly prioritize.
    •   Compromise is your enemy.
Mobile First: Decide what matters most
2013 mobile firsteec_final
Clearly define your objective
Which of these is more clear?
• Drive conversions
• We need to upsell hotels to people who have
  purchased airline tickets.
• Currently 5% of our customers who purchase
  flights also purchase hotels. We’d like to see
  10% by the end of this campaign.
Ask what’s in it for me?
             Effort   Pay-Off




Perception
Mobile First:
Review your mobile customer experience
2013 mobile firsteec_final
Mobile First:
Plan your mobile email first
2013 mobile firsteec_final
Plan your mobile email first
Plan your mobile email first
Mobile First:
Consider the entire inbox experience
Don’t forget your subject line
• You only have 20 words to make an impact.

• Make.
• Them.
• Count.
Questions?
Resources
You know you’ve achieved perfection in
design, not when you have nothing more to add,
but when you have nothing more to take away.
- Antoine de Saint-Exupery
Thanks!
John Edwards                       Wacarra Yeomans
Director, Digital CRM              Director, Creative Services
Verizon Wireless                   Responsys
john.edwards@verizonwireless.com   @wac_intosh
                                   wyeomans@responsys.com

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2013 mobile firsteec_final

  • 2. John Edwards Wacarra Yeomans Director, Digital CRM Director, Creative Services Verizon Wireless Responsys john.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com
  • 3. Smartphones are an indispensable part of our daily lives.
  • 4. Smartphones are indispensable — 62% Are using their smartphone everyday — 80% Don’t leave home without it Smartphones are used everywhere Home 97% On the go 83% In a store 78% Restaurant 71% Work 71% At a social gathering 60% Doctor’s office 56% Café or coffee shop 50% Airport 49% Public Transport 36% School 30% (Source: Google Mobile Planet Report)
  • 5. Behavior indicates intent — 94% have looked for local information — 90% have taken action as a result Research t hat St art s on Smart phones Leads t o Purchases Across Channels Research on smartphone 65% then purchased 37% then purchased via comput er still prefer to shop on their PC/tablet for a 32% then purchased it o! ine better experience Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000 Google Con! dential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies (Source: Google Mobile Planet Report) to you.
  • 6. Are you repelling customers? (Source: SmartInsights)
  • 7. Your customer is mobile and you should be, too.
  • 8. Phones larger, tablets smaller Motorola Razr iPhone 5 Samsung iPad Mini Amazon Maxx HD Galaxy Nexus Kindle Fire HD
  • 9. How we read email
  • 10. Other constraints • Connectivity: wifi, 3G, 4G, 4G LTE – Google: Slow load times can lead decrease customer activities for up to 5 weeks • Limited attention span – Multi-tasking
  • 11. We’re a brand first and a channel second.
  • 14. Mobilizing our content made us better marketers.
  • 15. Understand your audience Email Openers by Device Type 26% 40% Mobile 35% Desktop Webmail
  • 17. Create an experience. Campaign Engagement Activation Rate Mobile Vs. Desktop Performance ↑ 2X ↑ 87% Mobile VzW.com Triggered Mobile Save Cart Shopping Path / Save Cart Flow Email (Day 1)
  • 18. Mobilizing our content made us better marketers. • Redesign from the ground up. • Think about every interaction. • Be direct. Keep it simple. • Ruthlessly prioritize. • Compromise is your enemy.
  • 19. Mobile First: Decide what matters most
  • 21. Clearly define your objective Which of these is more clear? • Drive conversions • We need to upsell hotels to people who have purchased airline tickets. • Currently 5% of our customers who purchase flights also purchase hotels. We’d like to see 10% by the end of this campaign.
  • 22. Ask what’s in it for me? Effort Pay-Off Perception
  • 23. Mobile First: Review your mobile customer experience
  • 25. Mobile First: Plan your mobile email first
  • 27. Plan your mobile email first
  • 28. Plan your mobile email first
  • 29. Mobile First: Consider the entire inbox experience
  • 30. Don’t forget your subject line • You only have 20 words to make an impact. • Make. • Them. • Count.
  • 33. You know you’ve achieved perfection in design, not when you have nothing more to add, but when you have nothing more to take away. - Antoine de Saint-Exupery
  • 34. Thanks! John Edwards Wacarra Yeomans Director, Digital CRM Director, Creative Services Verizon Wireless Responsys john.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com

Hinweis der Redaktion

  1. Screen Size – 20% of the space you used to have to get your message acrossPeople spend 1-3 seconds on smartphones, 3-5 on desktops
  2. Your customer is moving around, they may not have a network connection or could be using public wifiSmartphones have the processing power of a 98 PC and the graphic card of a 2013 Macbook ProWe need to balance image size with the devices ability to render that image