Key Trends That Will Drive Marketing as Customer Preferences Change

A Winning Mobile Strategy Dan Marks CMO, First Horizon @wdanmarks [email_address]

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Big Trend - Smartphones Source: comScore Million US Subscribers

Adoption growing faster than any other innovation

Implications ,[object Object],[object Object],[object Object],[object Object]

Understand YOUR customers ,[object Object],[object Object],[object Object],[object Object]

Example industry research Million US Subscribers Source: Forrester’s North American Technographics Payments and Products Survey, Q4 2009 Smartphone owners are 5x more likely to use Mobile Banking

Reviews provide rich insight ,[object Object],[object Object],[object Object],[object Object]

Strategize ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our Mobile Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Android & iOS are like Coke & Pepsi – but which is which?

Give customers real value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

We provide value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Examples of unique value ,[object Object],[object Object],Full Disclosure: I have an investment in the publisher of nRange Golf GPS

Move Fast, Iterate ,[object Object],[object Object],[object Object]

Use pilots/prototypes ,[object Object],[object Object],[object Object],[object Object],[object Object]

Test multiple approaches ,[object Object],Network 1 Network 2 Click Through 2.7% 0.3% CPM $29.8 $3.5 Cost per conversion $153 $146

Understand your customers usage and profile Avg overall = 100 Attribute Mobile vs Overall Index Rev/HH 118 Dep Bal/HH 78 Loan Pen 143 Billpay 235 Avg Tenure 80 Avg Age 62 Target Mkt 103

Mobile exceeds expectations 1 st year goal

Experiment with new methods ,[object Object],[object Object]

Mobile for lead generation ,[object Object],[object Object],[object Object]

Key Lessons Learned ,[object Object],[object Object],[object Object],[object Object],[object Object]

Key Trends That Will Drive Marketing as Customer Preferences Change

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Key Trends That Will Drive Marketing as Customer Preferences Change