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Barry Nolan - Chief Strategy Officer at SWRVE
SWRVE is a mobile marketing platform that helps businesses connect with every customer immediately, everywhere. Platform features include content and personalization, customer data and segmentation, messaging & channel, and triggering & delivery. SWRVE is revolutionizing your marketing and engagement strategy.
Barry’s Background and Swrve - (02:17)
I’m a CTO of Swrve and I have been here for about five or six years. I attended to stay for six months and five years later I'm still here and enjoying it.
We help our customers figure out mobile because it’s not just a channel anymore. It's a whole new way of thinking about how you connect and engage with your customers.
The General Landscape of Mobile Marketing - (03:04)
Mobile is super important because eight out of every 10 digital minutes are spent on mobile devices. The average customer spends three hours a day on their mobile phone.
A company needs to be able to receive information constantly from its customers so it doesn't miss the right moment to interact.
The other thing is a continuous connection - the ability to connect with the individual at that moment. The key to a really good mobile marketing is real-time relevance.
How To Think in a Mobile-First Mindset - (14:42)
Think how can you offer a continuous connection with your customer and how can that connection deliver value. Don't think about it as the channel. Think about how you can reimagine the customer experience.
Battling the Noise of Mobility - (02:44)
Everybody is fighting for customer attention. But also, I have to be brutally honest - most consumers don’t really give a damn about what you or your brand have to say. Especially if that message is generic, unspecific and irrelevant.
If you use push notifications you will most likely be turned off.
You need to be relevant in real time if you want to cut through the noise.
How to Evaluate a Good Opportunity for an In-App Notification - (04:22)
We challenge our clients not to think about engagements, impressions or numbers. In mobile marketing, it’s super easy to game engagements.
What you focus on are outcomes.
What we have found in the financial services sector is that as soon as users start using the app they abandon the website.
You build a strategy around what your customers are trying to do.
Different Types of Notifications - (06:56)
If you’re a B2C brand that sends a general notification message, such as a promotion or a sale message, you’ll typically get about a 1% of engagement on that message.
When you start segmenting and delivering notifications that are relevant to the specific user, you can see about a 20 or 30 percent engagement rate. That’s huge.
If you can deliver a relevant message in real time, you might even see 60 to 70 percent engagement rate.
Before you create a campaign always think about the value it brings to the customer. If you become too irritating you will be turned off and that customer is probably gone forever.
Another big thing you should achieve on mobile is speed.
When And How You Should be Sending Notifications - (14:24)
It all goes back to having a mobile mindset. Work on real-time relevance. You can use data and segmentation to find users that have a real-time anticipated needs.
How to Understand and Interpret Location Data - (02:27)
The thing about the location is that your customers are trusting you to share their location with you.
In my opinion, Apple is doing this unhealthily.
When you do location-based marketing, you need to have some cooling off periods and don’t message the person if they are going past the store that often.
A company that does a good job in this field is RyanAir. They are using the location to build a deeper and more meaningful relationship with their customers.
Location-based marketing is not only about understanding when a customer passes by your store. It’s also understanding the experience they are going through in the context in which they are traveling.
How People Are Using Event-Based Data - (12:21)
Airports are a good example. They can learn how people are getting to that airport. Did they come by train or taxi? Which entrance door they used. They can get this type of information thanks to geo-tracking capabilities.
Final Thoughts - (13:58)
It all comes back to delivering relevance and value to the users. Mobile phones are the bridge between the physical and digital world.
Mobile Marketing and AI - (03:09)
We had been using machine learning for quite some time and it's only now that it become a thing. And the reason for that is because mobile gives you so much data. And AI needs heaps of heaps of data to train models.
AI helps marketers make better decisions and automate lots of those decisions.
What AI does is basically looking at the pattern on every single engagement you've had with a specific company.
The Guide to Getting Started - (09:35)
The analytics data tools can help us create reports and dashboards. And we get a tremendous amount of value from that.
However, AI helps us go much deeper into that data which can lead to better decisions.
Media organizations have been using this to figure out their subscription model and how many articles they should give someone per month.
The AI runs experiments and changes the user’s app experience. One person may get 14 articles a week, and the other one might get only 2.
Create or Outsource - (13:07)
What AI and machine learning will never do is amplify the thought process behind a message. That’s the human’s job to conceive of experiences and messages.
What AI does is that it helps make better decisions. It’s optimizing and amplifying quality.
The Upcoming Changes in the Mobile Marketing Landscape - (02:20)
There are some implications that a smartphone will disappear but I don’t see that happening.
Also, there is no evidence that the voice is a new platform. I still think that the iPhone and Android phones are the most successful products ever invented.
They are continually glued to the customer throughout the day and they still very much remain the center of the customer's digital worlds. We spend on average three hours on mobiles per day and that number is only going up.
There are so many different ways and channels to interact with customers. The rise of messaging apps is another super important strategic question.
Enterprises struggle because their systems are not built for a native mobile experience.
We are still super early in terms of enterprise native mobile adoption.
Omnichannel experience is going to be super important in the future.