The Future of Mobile Wallet Marketing
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The future of mobile wallet marketing JANUARY 15, 2014 Jack Philbin, Co-Founder & CEO, Vibes Chairman of the Mobile Marketing Association (MMA) North America #MobileWallet @JackPhilbin
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This presentation was given by Jack Philbin, CEO of Vibes at Mobile Marketer's FirstLook on January 15, 2014. Learn about the non-payment side of the mobile wallet and how you can leverage this emerging technology to build customer loyalty and drive foot traffic into your stores.
Transcript of The Future of Mobile Wallet Marketing
The future of mobile wallet marketing JANUARY 15, 2014!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
#MobileWallet!
@JackPhilbin!
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©2014 Vibes All rights reserved. Confidential
Mobile landscape overview!
Mobile marketing !
Mobile advertising!
Mobile !experiences!
Mobile service!
mobile display
ads
sponsored-text
rich media ads
apps
mobile web
m-commerce Mobile media buys
mobile wallet!
QR codes
SMS
MMS
mobile alerts
mobile database
loyalty program activation
service alerts
targeting & segmentation
push notification payments
mobile wallet!
mobile wallet!
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©2014 Vibes All rights reserved. Confidential
Mobile wallet is the non-payment opportunity for marketers!
It’s the leather! …not the plastic!
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©2014 Vibes All rights reserved. Confidential
No words needed to explain the value to the consumer!!
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©2014 Vibes All rights reserved. Confidential
Passbook launched mobile wallet marketing movement!
§ Apple started the non-payment movement in Sept 2012 with Passbook
§ Google Wallet launched their non-payment solution a year later in Sept 2013
§ Both solutions allow users to save and organize: - Offers and coupons
- Loyalty cards
- Rewards certificates
- Tickets
- Boarding passes
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©2014 Vibes All rights reserved. Confidential
Seeing is believing… let’s try it out!!
Text STYLE to 84237!
Google Wallet Apple Passbook Other
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©2014 Vibes All rights reserved. Confidential
Benefits of mobile wallet !
For the Consumer! For the Marketer!
§ Convenience § Timely reminders (expiring points)
§ Location triggers
§ Higher conversion § Ability to update content and offers
§ Low cost location-based marketing
Build-A-Bear Store
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©2014 Vibes All rights reserved. Confidential
iBeacon + Passbook will revolutionize micro-location targeting!
iBeacon
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©2014 Vibes All rights reserved. Confidential
Mobile wallet marketing best practices!
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
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©2014 Vibes All rights reserved. Confidential
1. Create: Determine the best use case(s) for your business!
Event/VIP Passes The Account Card The Loyalty Card
Offers & Incentives
CarrierOne Account Number
12345678910
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©2014 Vibes All rights reserved. Confidential
1. Create: Offer a solution for all smartphone users!
Integrated mobile wallet solution!
Google Wallet Apple Passbook Mobile web “fall back”
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©2014 Vibes All rights reserved. Confidential
1. Create: Build mobile wallet content in minutes!
Google Wallet Apple Passbook
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©2014 Vibes All rights reserved. Confidential
2. Distribute: Use all channels for maximum reach!
Email!
Use multiple channels to distribute content!
Apps /!Push!
Mobile!Ads!
Text!
Web!
Direct!mail!
Social!
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©2014 Vibes All rights reserved. Confidential
Preferred method for receiving mobile wallet content
Email 46%
20% 19% 11% 4%
Text message from the retailer
App from the retailer
Direct mail Mobile banner advertisement
Base: Total n=1,000
2. Distribute: Email and text are preferred methods !
Source: Vibes 2013 mobile consumer survey – July 2013
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©2014 Vibes All rights reserved. Confidential
3. Manage: Actively manage your mobile wallet program!
§ Leverage a platform that makes it easy to: - Send timely notifications
and reminders
- Update content on a regular basis
- Test new creative to see impact on redemption
- Manage and update locations
§ Leverage Smartlink to detect devices
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©2014 Vibes All rights reserved. Confidential
4. Measure: Identify KPIs and actively monitor campaigns !
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©2014 Vibes All rights reserved. Confidential
5. Optimize: Personalize offers and A/B test to improve results!
John Haro Mark Tack Julie Novack
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©2014 Vibes All rights reserved. Confidential
Recap: Take a holistic view of mobile wallet marketing !
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
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©2014 Vibes All rights reserved. Confidential
The first Mobile Wallet Consumer Report!
vibes.com/mobilewallet
The future of mobile wallet marketing JANUARY 15, 2014!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
#MobileWallet!
@JackPhilbin!
