Sæt mobilen i centrum og optimér samspillet mellem digitale kanaler. De færreste tænker i dag mobilt fra starten, når de planlægger deres onlineaktitiveter eller bygger nye digitale services. Hør, hvorfor det er vigtigt, og hvordan du bedst betjener mobile brugere. Hør også, hvordan du får de mobile aktiviteter til at hænge naturligt sammen med andre digitale kanaler, og hvordan du optimerer samspillet mellem dem. Vi giver dig indsigt i, hvad de dygtigste har gjort, og så får du samtidig vores bedste råd til, hvordan du får succes. V/Simon Kibsgård, Mobile Concept Developer

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Morgenbriefing 15. November 2011
Thinking Mobile
First
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
© Creuna

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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
© Creuna 3

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About me and you
 Share your greatest mobile marketing challenge for 2012
Soon it’s time for New Year’s Resolutions
Write it down
or put it out there!
#morgenbriefing
© Creuna 4

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Creuna’s raison d'être in mobile
business
© Creuna 5

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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?
© Creuna 6

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What if you don’t care to much for
mobile?
http://www.youtube.com/v/aXV-yaFmQNk
© Creuna 7

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Missing the opportunity to refocus
© Creuna 8

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Missing the opportunity to refocus
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© Creuna 10

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Missing the opportunity to design for
devices
© Creuna 11

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Missing out on the technology
advances
© Creuna 12

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Missing the opportunities of
segmenting
© Creuna 13

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Missing media integration
© Creuna 14

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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
 …
© Creuna 15

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Simply missing the point!
© Creuna 16

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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”
© Creuna

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Customer
Experience
Management
in integrated
channels
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Search
Research
Get help
Share
Use Fan
Discover
Personalize
Trust Compare
Brand Engagement
Advocate
Purchase Decide
Web Mobile Call center Direct Marketing Product
© Creuna
Website Store Social Partnerships

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Prospering with
increasing
customer
engagement
21

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Increasing engagement on a longer
term
© Creuna 22

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Increasing engagement on a longer
term
Web Mobile Call center Direct Marketing Product
© Creuna 23
Website Store Social Partnerships

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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
© Creuna 25

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© Creuna 26

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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
© Creuna 27