Mobile Up Close And Personal

Public Channel / IT Whitepaper

The most valuable real estate on the planet isn’t along Central Park West, or on Hong Kong’s Victoria Peak, or even in the exclusive Carré d’Or in the heart of Monaco, the world’s most expensive market. Think smaller, closer, more intimate.

The most valuable real estate on the planet is the home screen of your consumer’s mobile device. At least to you it is.
Think about it. This is where alerts to incoming emails, text messages, push notifications and requests from myriad brands compete for a consumer’s attention—no matter where they go, no matter what they’re doing. So the home screen is your chance to make a real connection with your customers.

That’s one powerful property.

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1. UP CLOSE AND PERSONAL. Using mobile to get your customers where they live. 2016

15. 15 2016 | Up close and personal. Making it happen at scale, however, can be daunting. For marketers in every sector, managing the explosive volume of consumer data that mobile makes possible is a pervasive technology challenge, but finding solutions is essential. The integration of all these data sources into your cross-channel campaigns ushers in a huge opportunity—and necessity—to personalise, which is key to increasing awareness of and engagement with your brand, driving transactions and building brand loyalty. Historically, messages could only be broadcast (in some cases, literally) to the masses. But mobile gives marketers the chance to interact on a personal level with individual consumers—at scale, in vast quantities of unique exchanges. As new technologies emerge and the facility for taking advantage of them grows, outbound messaging is becoming better and better informed. And communications with consumers, which occur in real time, are more like actual conversations than ever before. Just how personally you can interact with your customer becomes especially evident when a beacon alerts you to their presence in a retail outlet or other venue. During their visit you have the opportunity to display promotional offers based on their unique history with your brand. And afterwards you can send them follow-up emails based not only on their most recent store visit, but their entire history of store visits, purchases and experiences with your app. The integration of all your data on an individual customer lets you form a cohesive view of their behaviour, which in turn allows you to connect with them. By examining such events as an email that wasn’t effective, a push notification that led the customer to open your app and a subsequent purchase or visit to a store, you can determine which channel actually drove the conversion event and factor what you learn into your next engagement with them. You can also apply your knowledge of beacon and other mobile interactions to multiple customers to look for common behaviours and other trends. Then leverage those findings to refine the segmentation of your audience for future campaigns. The power of mobile data. 15

8. 8 8 Establishing the SHOT. Context—Engage better using location, activity and device. Film scenes often begin with an establishing shot of a specific location at a certain time of day to help you make sense of the action that’s about to take place. When a movie opens on a New York City skyline, for example, you can already make a lot of assumptions about it. Whether they realise it or not, every customer you interact with over mobile is constantly showing you that establishing shot. They are giving you clues that allow you to know what to expect from them and how to interact with them. And you’d better be watching and listening , because ultimately, engagement depends on taking this context into account—not only who your customer is, but where they are, what they’re doing and what they’re doing it on. Your customer could be at work one moment, riding a commuter train the next, stepping into a store or two after that, and then relaxing in front of their television at home. All the while, they might be researching airfares and doing their holiday shopping at the same time, browsing nearly nonstop as they transition from a desktop to one mobile device after another—from laptop to smartphone to tablet. This constant use makes mobile an incredibly sophisticated marketing platform, rich in opportunities for engagement. But only if you tap into the gold mine of contextual data that mobile provides and update the marketing techniques of a decade ago to address today’s potential. 5 2016 | Up close and personal.

10. 10 2016 | Up close and personal. It’s time to start thinking about how your emails work on mobile devices and context plays a huge part in that. The most obvious way it does this is that it gives you information about the device a customer is using. This knowledge allows you to create responsive emails that look the best they possibly can on each device they load on. Responsive design optimises your emails for mobile users, which makes a huge difference in customer engagement on the small screens offered by most smartphones and many tablets. The impact of responsive design. 10 More than 42 % of people instantly delete emails that look bad on a mobile device. 8 Over 4 % will unsubscribe in response to just one poorly designed mobile email. 9 Unique Click Rates Total Click Rates Desktop Tablet Mobile Responsive Not responsive 4.5% 4.0% 3.5% 3.0% 2.5% Desktop Tablet Mobile Responsive Not responsive 7.0% 6.0% 5.0% 4.0% 3.0%

3. 2016 | Up close and personal. 3 The most valuable real estate on the planet isn’t along Central Park West, or on Hong Kong’s Victoria Peak, or even in the exclusive Carré d’Or in the heart of Monaco, the world’s most expensive market. Think smaller, closer, more intimate. The most valuable real estate on the planet is the home screen of your consumer’s mobile device. At least to you it is. Think about it. This is where alerts to incoming emails, text messages, push notifications and requests from myriad brands compete for a consumer’s attention—no matter where they go, no matter what they’re doing. So the home screen is your chance to make a real connection with your customers. That’s one powerful property. Owning POWERFUL property.

6. 6 Looking into the MOBILE mirror. Here’s a good rule of thumb. Your customer’s experience with your mobile offerings will reflect the way your company thinks about mobile. If your company sees mobile as an afterthought—it worries about the desktop experience first, for example—your mobile experience will feel like an afterthought. Its features won’t make sense in a mobile environment. If, however, you approach all your development with the assumption that customers will experience it on mobile first, you’ll be better able to make the customer journey seamless. This doesn’t mean you need to make everything mobile. Non-mobile channels like desktop and print also need to be taken seriously and handled in a way that amplifies their individual strengths. But if you adopt this ‘mobile first’ mentality, you’ll approach these other channels with the assumption that customers have already interacted with you on mobile. Their experience with these channels needs to reflect the experience they’ve already had on mobile. 2016 | Up close and personal.

13. 13 2016 | Up close and personal. Keep in mind that context isn’t only about the device. It’s also about other factors, such as where your customers are, what they’re doing and what’s going on around them. Email is a great example of how these contextual clues can be used to deliver great mobile experiences. Today, you can send emails that change in response to a recipient’s context. For example, maybe you’re sending an email to encourage a customer to visit your physical store to take advantage of a great deal. Contextual data tells you, however, that your customer is actually already in the store. In the past, you would have had to simply accept that the customer would gloss over a message that wasn’t relevant. With contextual email, however, you can change the message on the fly, taking advantage of that customer’s presence in the store to help make their shopping experience spectacular. By knowing and using the context of your customers, you can deliver authentic personalisation, which leads to the second ‘C’. Putting it into CONTEXT. In the past, you would have had to simply accept that the customer would gloss over a message that wasn't relevant. With contextual email, however, you can change the message on the fly, taking advantage of that customer's presence in the store to help make their shopping experience spectacular.

22. 22 2016 | Up close and personal. © 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 22 2016 | Up close and personal. 1 Ingrid Lunden, ‘80% Of All Online Adults Now Own A Smartphone, Less Than 10% Use Wearables’, TechCrunch, January 2015, http://techcrunch.com/2015/01/12/80-of-all-online-adults-now-own-a-smartphone-less-than-10-use-wearables/ , accessed on 15 January 2016. 2 Aaron Smith, ‘US Smartphone Use in 2015’, Pew Research Center, April, 2015, http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ , accessed 22 December 2015. 3 Ibid. 4 Josh Clark, ‘Seven Deadly Mobile Myths’, Global Moxie, 2012. 5 Thomas Husson, ‘Mobile’s Untapped Value Is In Contextual Data’, Forrester, October 2014; Adobe, ‘Putting email marketing in context’, September 2015. 6 Movable Ink, ‘US Consumer Device Preference Report’, August 2015. 7 Ibid. 8 BlueHornet, ‘2015 Consumer Views of Email Marketing’, August 2015. 9 Ibid. 10 Litmus, ‘ The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing’, December 2014. 11 Justine Jordan, contributor, ‘Mobilizing messages for a cross-channel world’, Adobe Summit 2015, Adobe, March 2015. 12 Ibid. 13 Ibid. 14 Cooper Smith, ‘ The Beacons Report: Growth Forecasts for the Most Important Retail Technology Since the Mobile Credit Card Reader’, Tech, Business Insider, August 2014. 15 Jack Philbin, contributor, ‘Mobilizing messages for a cross-channel world’, Adobe Summit 2015, Adobe, March 2015. 16 Seeking Alpha, ‘Starbucks’ (SBUX) CEO Howard Schultz on Q3 2015 Results—Earnings Call Transcript’, July 2015. 17 Gartner, ‘Gartner Says Worldwide Mobile Payment Transaction Value to Surpass $235 Billion in 2013’, June 2013. 18 ‘Consumers and Mobile Financial Services 2015’, Board of Governors of the Federal Reserve System, March 2015. 19 Derek Walter, ‘ The new Android Pay app offers a sneak peek at support for loyalty programs, special offers’, CIO, September 2015. 20 Mobile messages for a cross-channel world. 21 Localytics, ‘Recipes for Perfect Push Messages’, February 2015; MarketingCharts, ‘ Top Daily Activities on Smartphones and Tablets’, February 2014. 22 Reggie Lau, ‘ The Total Economic Impact of Adobe Campaign’, Forrester, March 2015. 23 Mobile messages for a cross-channel world. 24 Adobe, ‘AXA Bank embraces all channels’, February 2015. 25 Julie A. Ask and Douglas Roberge, ‘Create Mobile Moments with Messaging’, Forrester, October 2014. 26 Dynmark, ‘Big Data; Profiling Your Mobile Customers’, March 2015. As a part of Adobe Marketing Cloud, Adobe Campaign provides best-in-class email campaign, offer and personalisation management capabilities for sophisticated automation and execution of marketing programmes across all channels—digital and traditional. Adobe Campaign addresses a key challenge for marketers: how to build and extend relationships with their customer base to drive top-line revenue growth and ROI. Adobe Campaign is used by approximately 600 of the world’s leading brands. Learn more at www.adobe.com/campaign .

19. 19 2016 | Up close and personal. And of course, you’ll want to take care that the timing of your messages is tightly controlled. Consider what would happen if your marketing organisation sent out the same message across all five mobile channels—or even just two or three—at the same time. You’d probably see a lot of unsubscribes. Maybe a bunch of app deletions. You might even lose some customers. One thing’s for sure: you’d send your brand backwards. Given all the channels marketers have to choose from, and the ability to contact consumers on their mobile devices in real time, the cadence of the messages you send is critical. But you can only manage the timing of your messages expertly if you’re meticulously orchestrating everything about them, including their increasing personalisation based on what you learn about each customer through interacting with them. Not to mention coordinating the inbound component as well: optimising your dynamic content for each customer based on context and potential next best action. That’s a lot of fast-moving parts and processes to manage, let alone master. Which is why even modestly sized marketing organisations will find it impossible to orchestrate every mobile touchpoint throughout every campaign without systems equal to their ambition. Integrating your mobile marketing strategy and tactical execution with the help of a robust campaign management platform is the most effective way to • Finely orchestrate the content, design and dispatch of messages. • Build and draw upon customer profiles to achieve greater personalisation and engagement. By consolidating real-time insights from multiple data sources, such solutions allow marketing organisations to conduct targeted campaigns that are both highly targeted and highly integrated across channels. One even delivered a 338% return on investment (ROI) over a three-year period, according to a recent Forrester study. 22 Since AXA implemented a single, open platform capable of multichannel prospecting—a platform that has also enhanced its ability to automate and personalise its online customer communications—the bank marketing effectiveness soared. ‘Our loyalty emails are opened by 60-80% of our customers, and from this we achieved a 5-10% conversion,’ reports Cyril Moiroud, marketing manager at AXA Bank. ‘And we’ve found we can double our conversion rates when we prospect via multiple channels.’ 24 Managing the MESSAGE. Coordinate messages across all mobile touchpoints. 23 Tex t Push Mobile Wallet Mobilised Email

21. Being THERE. 2016 | Up close and personal. 21 If you want to own that invaluable real estate—the home screen of your customer’s mobile device— then you need to create mobile campaigns that make you so appealing , your customer will put you there time and time again. It starts with context. Don’t send a desktop-optimised email to someone who you know is travelling or visiting a sports arena, restaurant or other public venue, because they’ll open it on their mobile device. Always optimise for the user’s current location, activity and device. Make your connection highly relevant with personalised content delivered to the mobile wallet, the mobile inbox, and so on. Use location-based data from proximity technologies to remind your audience of incentives like current offers and nearby stores. And because timing matters so much on mobile, especially with real-time SMS and push, control the cadence and orchestration of your messages by integrating the planning and execution of your marketing campaigns with a leading , purpose-built technology solution. Adobe can help. With the advanced analytics capabilities in Adobe Analytics and the testing and targeting capacity of Adobe Target, it’s easier than ever to understand, predict and manage your customers’ paths to conversion. With advanced anomaly detection, audience segmentation and machine learning , predictive modelling can help you understand your key audiences and the experiences they’re looking for, so you can make smarter marketing decisions and exceed your customers’ expectations. These solutions and more are fully integrated through Adobe Marketing Cloud. With tools to help with dynamic ad buying , content delivery, campaign automation or social integration, you have an unparalleled opportunity to turn deep customer insights into business results. To learn more about how you can build stronger relationships with your customers through data, visit: http://www.adobe.com/go/data-driven-marketing .

16. 16 2016 | Up close and personal. Paying it FORWARD. Similarly, mobile payment systems—both app-based and those supported by native operating systems—are helping brands connect with customers in a big way. According to Howard Schultz , chairman and CEO of Starbucks, mobile payments now represent 20% of all in-store transactions at his company’s US locations. That’s more than double Starbucks’ mobile payment rate from just two years previous. 16 Meanwhile, Gartner forecasts a global mobile transaction market worth US$721 billion by 2017—up from about US$235 billion in 2013—with users numbering more than 450 million. 17 Growing explosively in tandem with the mobile payment sector are mobile wallets. Their ability to carry loyalty cards—another big location trigger for beacons—presents brands with a very powerful marketing opportunity. Apple and Google are even offering choice real estate for your brand’s loyalty card: right up front, alongside the credit cards the customer uses for payment. ‘Borrowing’ a mobile moment in this manner, by tapping into the two tech giants’ existing communities, is one of the smartest moves any brand with a loyalty scheme can make. Percentage of all mobile phone owners who reported making a mobile payment. 18 2011 2012 2013 2014 25% 20% 15% 10% 5%

20. 20 2016 | Up close and personal. We’ve focused a lot on the need to personalise your messages on mobile, every consumer’s most personal device, by continuously building profiles of your customers that include their behaviour, transactions and other data. Among the most significant data points you can factor in are your customers’ preference centre selections. Your brand’s preference centre—where your customers tell you what they do and don’t like in terms of content, channels and more—is key to delivering on the promise of mobile: giving customers what they want, whenever and wherever they want it. Some of your customers will favour hearing from your brand by text message. Others will love your app and crave push notifications. Another group will be glued to Apple Pay or Android Pay and ask you to send everything to their mobile wallet. Still others will prefer the old-school simplicity of going to a mobile landing page. Recognising and responding to the preferences of your customer is not only a rule right out of Mobile Marketing Etiquette 101; it’s also hugely helpful in personalising your messages for each customer, as well as orchestrating them—which includes getting their timing right. So, strongly encourage your customers to indicate their preferences in your brand’s preference centre. Then observe them without fail. But also remember that preferences change. For instance, a customer might show a long-standing preference for having your brand contact them by email. Until they get a new, faster smartphone that doesn’t get bogged down when it runs your app like their old phone did. So now they want push notifications—until something else happens to change their routine again. When your customers tell you what they like, especially when they change their minds, listen to them . And every other bit of data. Only then can all of your mobile messages be tailored to each unique individual. That’s especially important to keep in mind when it comes to SMS text messages and in-app push notifications, because SMS and push are intrusive by design. But that intrusive quality, which drives their open rates way up, makes them fantastic channels to include in your cross-channel campaigns. In the end, you want to leverage mobile to build relationships with your customers that can enhance your brand and grow your business. If you bring value through SMS and push by making your customers feel as if you’re tailoring your messages to them, they’ll be delighted, more loyal, and likely to spend more on your brand. But don’t forget: timing is (almost) everything. Customers will be annoyed by untimely or irrelevant messages, no matter how personalised they are. So every other marketing communications objective, even personalisation, takes a backseat to relevance. 25 Giving them a CHOICE. Overall, SMS has a 98% open rate — and 90% of SMS are read within the first 3 seconds. 26

4. 4 2016 | Up close and personal. In 2015 80 % of adults in the United States had smartphones. 75% of them are using their smartphone to access mobile internet services. 2 More and more interactions are shifting from the desktop to smartphones and tablets, so the value of that screen and the massive potential it represents grows daily. As do the opportunities—and potential pitfalls—for marketers. The main value of the mobile device lies in its proximity to the customer. In most cases, if someone has a mobile phone, it’s with them almost all the time. It’s on their bedside table when they sleep. It’s in their pocket or purse when they’re awake. They check it constantly for a variety of reasons. In fact, 46% of Americans say their smartphone is something they ‘couldn’t live without’. 1 For customers this means convenience, and for you it means almost 24/7 access to your customers. But the value of mobile is also its greatest challenge. It isn’t a billboard seen by millions of drivers or a generic ad in a shopping centre. Nor is it a blind email blast sent to your whole distribution list. This is your customer’s phone. It’s an extension of their hand, their brain. And this radically changes their expectations. Broad messaging isn’t good enough. Mobile customers—your customers—expect you to come to them on their terms, to deliver messages and experiences that are as intimate and personal to them as their device. So, the opportunity is there, if you can figure out how to take advantage of it. That ideal relationship— the one you know will be mutually beneficial to you and your customer—is within reach if you can create mobile campaigns that hit people where they live.

17. 17 2016 | Up close and personal. Apple and Google have also been talking about using near field communication (NFC) technology not only for mobile payments, but also for linking coupons and loyalty cards with transactions at the point of sale. 19 Doing so will ensure that every loyalty card–carrying customer receives the maximum due discount, creating a better, faster, individually optimised experience. More than just a way for buyers to pay, mobile wallets let brands forge powerful personal connections with their customers. Smart uses of these mobile technologies in your campaigns not only help you forge stronger personal connections with your customers based on a richer mix of both online and offline customer knowledge; they also help you avoid missteps in the execution of your cross-channel campaigns—especially when it comes to the timing of the messages you send, a vital concern in this age of mobile-enabled instant communication. Loyalty cards: a powerful marketing opportunity. 20 Your brand needs to be right here next to your customers' credit cards Mobile Wallet Marketing Opportunities Apple Pay

11. 11 2016 | Up close and personal. Design is critical and should always take advantage of the device a customer is using. Consider these guidelines: 11 1. Plan for success. Start by focusing on your unique customer, and think about creating the most effective content for them. Consider your goal for the email, and the context: where your customer is, what they’re doing and what kind of mobile device they could be using. Only then should you focus on the technical stuff: giving the email a responsive design, keeping your copy brief and optimising your call to action for ease of use on a mobile device. Put as much thought and effort into your landing page, too: if a problem with your landing page makes it impossible to convert, all your work on the email will be for naught. First think about: • Your audience for the email • Your goal for the email • The context in which the email will be read Then focus on: • The format—make it responsive, fluid, adaptive, scalable • The content—insert concise, on-target copy and images • The call to action—optimise it for mobile Working on DESIGN.

14. 14 2016 | Up close and personal. Making a PERSONAL connection. In the US, 4.5 million beacons will be active nationwide by the end of 2018, with 3.5 million of those used by retailers. 14 Connection—Use context to make each interaction personal. The idea that a big company can make a real connection with an individual customer is not as far-fetched as it sounds. At least not any more. The promise of the digital revolution means customers expect brands to reach out to them, to meet them on their own terms, and simply put, to connect. Take a look at how you can deliver on that promise. The foundation of this connection is data. We’ve already discussed the power of contextual data, but the amount of information necessary for a truly personal communication is only recently becoming available. Mere drips of highly generalised information decades ago—like household data derived from census reports—have evolved into today’s swelling torrent of ever-deepening detail on individual consumers. Web analytics and funnel analysis of the sites people visit and how they buy continue to increase in sophistication, to the point that marketers are now tracking customers’ movements in the physical world— where they are as they browse and buy. Marketers are learning to harness the potential of macro-location data from global positioning systems (GPS) and micro-location data provided by beacons, a Bluetooth-enabled proximity technology. You can use these tools to ‘connect the dots’ of each individual’s customer journey and orchestrate interactions with them like never before. The previous example of an email changing because the customer was in the store might use technology like this. In truth, real-time proximity data is redefining what’s possible for message personalisation and coordination. As a result, the delivery of location-aware experiences—like coupons and special offers; loyalty scheme incentives; and contactless in-store payment systems that speed up the checkout process via native programs, apps and mobile websites—will soon become commonplace. Add to this information the data you’re actively collecting with your customer relationship management (CRM) system, along with transaction- rich data from second-party providers such as Epsilon and Acxiom, and nuanced portraits of your customers will emerge. You can then leverage these portraits to develop highly personalised marketing messaging to connect with your customers’ every move.

18. 18 2016 | Up close and personal. Cadence—Deliver personalised messages when they matter most. To get the timing of your marketing messages right, especially in the real-time realm of SMS and push, always consider cadence, the third ‘C’. Everything you learn about your customer—including their location, activity, device and personal profile—tells you how, and how frequently, to interact with them. If you want to more fully understand and engage with your customers, change the channel. Taking a cross-channel approach to mobile marketing is paramount, because that’s how your customer absorbs information: through multiple channels. Using a range of channels is the only way you can deliver relevant content that gets your customers where they live. Besides, limiting your contact with a customer to just one channel will effectively silo them and keep you from getting the additional information generated by engaging that customer across multiple channels. And learning everything you can about your customer, as you’ll recall, is vital to personalising your interactions with them. As we’ve said over and over, personalisation in your marketing campaigns is essential, not simply because it helps you, but because that’s what consumers expect. They also expect a measure of civility and common sense in the frequency and pace of the messages you send them. Obviously, if people are unhappy about an interaction on their mobile device, they may unsubscribe. Or delete your app. They may even get angry and post something unfavourable about your brand on social media. To prevent that from happening , and to keep your customers engaged, deeply personalise the messages you send them on mobile, and make sure your timing and the channels you use pass the common sense test. As more and more brands execute cross-channel campaigns, they’re learning that it’s a smart play to integrate their email marketing programs with their mobile messaging programs. Every brand already has ample experience with email, so for many marketing organisations there’s a comfort factor in starting with what they know and building on it as a way to branch into mobile. One best practice is to deliver location-based in-app push notification messages and SMS text messages to drive real-time engagement. Then follow up with an email campaign that uses intelligence about a customer’s past interactions in a retail outlet, sports venue or other pertinent points of interest. Keep in mind that fully integrating customer data from your diverse email and mobile programs is an important part of integrating the programs themselves. Getting the TIMING right. 52% enable push messaging on their mobile devices, and 95% find the notifications useful. 21

2. 2 2016 | Up close and personal. TABLE OF CONTENTS 2 8 Owning powerful property. Mastering mobile moments. Looking into the mobile mirror. Taking mobile seriously. Establishing the shot. Starting with what works. Working on design. 3 5 6 7 9 11 20 21 Putting it in context. Making a personal connection. Paying it forward. Getting the timing right. Managing the message. Giving customers a choice. Being there. 14 16 18 19 2016 | Up close and personal. 13

12. 12 2016 | Up close and personal. 2. Optimise the inbox. The ‘from’ name that identifies the sender of your email should be the biggest and boldest text of your email in the customer’s mobile inbox. Keep it short: try to limit your ‘from’ name to the approximately 25 characters visible from the inbox. And test it to make sure it’s recognisable and relevant. Your email’s subject line is second in hierarchy after the ‘from’ name in the customer’s mobile inbox. Only the first 35 characters of the subject line will be visible from the inbox, so front-load it: make those 35 characters really count. Third in hierarchy is your email’s preview text, which gets as much real estate as the ‘from’ name and subject line combined. Also known as preheader text, it previews the first 85 characters or so of your email’s intro copy in about three out of four inboxes. Not every email program supports preview text, but most do—so use it to your advantage. 3. Make everything bigger. Interacting with an email on a small smartphone screen can be difficult for anyone with even average-sized fingers. So, enlarge everything. Use white space wisely to optimise the user experience. And never lose sight of the customer’s situation: the context of where they are, what they’re doing and how small a screen they have to work with. Marrying great responsive design with relevant context can pave the way for a real connection between brand and customer. First impressions are everything. 12 From Name • ~25 characters • 25% of the inbox Subject Line • ~35 characters • 25% of the inbox Preview Text • ~85 characters • 50% of the inbox Bigger is better. 13

9. 9 2016 | Up close and personal. To illustrate why context is so valuable in mobile, let’s zero in on one channel that is foundational to the mobile experience but is a direct carry-over from the desktop experience: email. Email has long been the workhorse of marketing. Today, however, according to one study, more than two out of three emails—67.8%—are first opened on a mobile device (see the chart). 6 This is a significant change from even a few years ago, and as noted previously, this momentum isn’t going to end any time soon. Email opens by device, Q2 2015. 7 Starting with what WORKS. 52.05% Smartphone 15.73% Tablet 32.22% Desktop 67.78% Of emails this quarter were opened on a mobile device 56.4% Apple mobile device 10.98% Android mobile device

5. 5 2016 | Up close and personal. Mastering mobile MOMENTS. Just think of how things have changed since the first smartphones hit the market in 2007. In less than a decade, these devices have become indispensable, and there’s no evidence to suggest that this trend is slowing down. Consider this advice from noted app designer Josh Clark: 4 • ‘We tend to oversimplify mobile needs, boil them down to really simple use cases. In doing that we risk building dumbed-down apps that patronise our users more than help. And worse, making our own work harder over the long term.’ • ‘We’re not always in a rush on our phones, but the assumption that we are leads to all kinds of bad decisions. Leads to knee-jerk assumption that mobile means “lite”.’ • ‘85% of users expect mobile to be at least as good as desktop. Our job is not to willy-nilly strip out useful features. ’ • ‘We do everything on our phones now. Any time you say “somebody won’t want that on mobile, that’s not mobile content”, you’re wrong!’ Here Clark argues that marketers need to take mobile seriously and his advice would fit neatly into any 2016 article on mobile. But he shared these thoughts as a part of an interview in 2012. If his advice was true in 2012, it’s doubly true now, which suggests how far behind some businesses are when it comes to mobile. It’s imperative then, as you design your mobile campaigns, that you consider this mobile immersiveness and the expectations it creates. If you don’t, your customers will know it. Your ability to meet your customer’s expectations—to deliver the personalised experiences that convince them to build a relationship with you—begins with two things. First is your understanding of mobile. What really makes mobile special? How is it meaningfully different from other channels? Second is the way you leverage that understanding to drive real change in your company. Because let’s be clear: mobile on this level doesn’t happen in an organisation that isn’t committed to it. Understanding the power of mobile begins with understanding how deeply immersive it is for mobile users. A recent study by Pew Research demonstrates this immersion, showing the way many mobile users are integrating their devices into their daily lives: 3 • 62% of smartphone owners have used their phone in the past year to look up information about a health condition. • 57% have used their phone to do online banking. • 68% have used their phone at least occasionally to follow breaking news events. • 67% use their phone to share pictures, videos or commentary about events happening in their community. • 67% have used their phone at least occasionally for turn-by-turn navigation while driving. • 46% say they ‘couldn’t live without’ their phones. Statistics like these suggest that mobile devices are more than simply tools. They are extensions of self, ways for mobile users to enhance their lives on the most intimate levels. And of course, the momentum of mobile is inescapable. As incredible as the mobile experience is today, it’s almost a given that it pales in comparison to the experiences that are coming down the line.

7. 7 2016 | Up close and personal. The mobile-first mindset takes your customers’ expectations seriously, but it also requires that you take mobile seriously. It emphasises the importance of understanding what makes mobile different and the necessity to think differently about your campaigns when you’re preparing them for smartphones, tablets, devices on the Internet of Things, and any other technologies that emerge. One easy way to think about the unique perspective of mobile and then to act on it is to consider the ‘three Cs’ of mobile: context, connection and cadence. 1 Context: make it relevant. Engage better using location, activity and device. 2 Connection: make it personal. Use context to make each interaction personal. 3 Cadence: time it right. Deliver personalised messages when they matter most. For the rest of this guide, we’ll explore mobile campaigns through the lens of these three Cs. To do so, we’ll look in-depth at five mobile channels (see sidebar) and discover how context, connection and cadence can help you deliver on the mobile promise to your customers and take advantage of that prime real estate. Taking mobile SERIOUSLY. Five mobile channels. Mobile email Location-based marketing Mobile wallet Push notifications Mobile database

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