the customer engagement balancing act

1 © Urban Airship. Confidential. Do Not Distribute.

The Customer Engagement Balancing Act: Intimate, not creepy. Insightful, not intrusive. Valuable, not superfluous.


We deliver leading mobile engagement for more than 1,500 brands.


Mobile is changing how we engage.


In 1996, 1:1 was born.


Mass media Personal mobile

Interruption (sell)Broadcast, spray-and-pray

Reach & frequencyOne screen

Paid media (branding)Brand controlled

Primetime Location is a place

Transaction

Invitation (service/value/utility)Precision targetingMoments that matterMulti-screensOwned media (authenticity)Consumer controlledMy timeMy location profileRelationship

The Shift….

Customer-centric

Brand-centric

10 © Urban Airship. Confidential. Do Not Distribute.10 © Urban Airship. Confidential. Do Not Distribute.

Insert photo here. Drag picture to placeholder or click icon to add.The funnel is blown to bits.- Jake Sorofman, Gartner


Drive Downloads & Messages

• Mobile is the front door• Personalization is the focus• Meet the user where they

are

Own the “Moments that Matter”


User-Level Optimization

Mobile-Driven

Engagement

Own the mobile moments that matter

Open Ecosystem


The Remote Control to Our Lives


Great Engagement Starts with Great Data

Advertising

Email

In-App Behaviors

In-App

Location Data

Message Center POS

Push

Social

Wallet Website

IntegrationsUrban Airship


Different Channels, Different ReachPush Notifications Push

notification opt-ins (iOS)*

100%0% 50%

In-app Messages Majority of app users

100%0% 50%

Message Center 100%of app users

100%0% 50%

Mobile Wallet 100%of smartphone users

100%0% 50%

*Android doesn’t require opt-in, so it’s 100%


1

New customer

OnboardingWelcome seriesPush opt-inLocation opt-in

ConversionProduct view

Add to cartFirst purchase

RetentionReplenishmentLoyalty member sign-upCustomer satService reminders

Re-engagementWin-back programs

Account re-activation

Think in Loops, Not Funnels

Retarget and reacquire

Increasebrand value

3

4

2


Where Do Your Needs Intersect?

USERBRAND• Reach, engage, retain

customers• Generate repeat

business• Gain user insight• Reduce cost• Operational efficiency

• Easy & convenient• Save money• Save time• Security• Better deals• Be reminded


Engage in Moments of True Utility


Average Opt-In Rates Vary


Tell Them Why They Should Opt-In


Welcome Series Automation Drives Results

HigherRedemption Ratethan typical free offers with automated welcome series messaging.

300%


Targeting Boosts Response 4-7X


Pinpoint Targeting Boosts Conversion

Conversion rate for highly-targetedlast-minute ticket offers.

32%



Sell Product & Build Brand



Message Centers Double Read Rates

8X Greater Direct Response Than PushComparing average message center read rate to direct taps on a push

Notifications Double Read RatesWhile home screen badges increase read rates 23%

High-performing apps see nearly half of all messages readOverall average read rate for high-performing apps is 44%, while it is 49% for retail apps


Serve First to Build Habits



Lock in LoyaltyLeverage wallet items as ongoing engagement channels


Beyond the App: Mobile Wallet

Relevant Personalized and location-aware Convenient Store all of your coupons, cards, and event passes in one placePersistent & timely

Reach 100% of your mobile audience: no app necessary.

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Connect Mobile to Any Business System

Power omni-channel engagement with mobile context


Data Drives Action

Power real-time action across your business

All mobile data Cross-channel ROI insights

Uninstalls E-mail win-back program

Product interest Mobile ad campaign

Mobile insights Business actions

VIP customer in-store Personal customer service


Facebook Look-a-Like Campaign


Does It Work?

878%return on investment (ROI)

10%-70% Increase in one-day mCommerce sales from a product promoted through a push notification.

15%-30%Increase in average spend per customer due to mobile influence on purchase behavior.

$351,660Savings in email marketing spend and reducing the number of app updates.

Forrester Total Economic Impact confirms value:

Topline value: An increase in app engagement, traffic and sales driven to other channels.


Transform Relationships at Scale