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Winning with Mobile Relationship Management

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3 Table of Contents

What is Mobile Relationship Management? A mandate to use everything your customer chooses to share with you to create engaging experiences that foster brand loyalty and mutual long-term value with your always-addressable audience.

Table of Contents

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The Marketing Revolution:

The Shift to Mobile

The Third Stage of Mobile Investment:

Mobile Relationship

The Mandate:
Deliver Value to Customers Based on Data they Share

10 Things You Need to do to Win in MRM

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5 The Marketing Revolution

The Marketing Revolution: The Shift to Mobile

The speed of mobiles adoption is unprecedented: growing twice as fast as the Internet, three times faster than social media and a staggering ten times faster than personal computers. No matter what you are already doing in mobile marketing, you are probably feeling a little bit behind. We get it. And were here to help. Lets start by drop-kicking the rhetoric about the dawn of the mobile age. Its high noon. Its here and now. The shift from personal computers to mobile devices has already happened: Cisco reports that this year there will be more Internet-connected mobile devices than people on the planet. (A)

As mobile transforms the world, how will it transform your business? How can it help you better engage your constantly-connected customers? We see market share in many industries shifting rapidly, and we believe the fastest innovators will gain a significant advantage before the slower companies awaken to the shift. Early adopters who deliver value to customers in the right way (and at the right time) by understanding the mobile medium will winthe brand-building principle of being first in the mind of the customer. This can open new business

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7 The Marketing Revolution

opportunities and enhance customer loyalty and lifetime value unlike anything weve ever seen before. Mobile can be uncomfortable for marketersand rightly so. It shifts the balance of power from brands to consumers, enabling them to control almost everything. While this trend toward consumer-curated content started with the internet and social media, this paradigm has been amplified with mobile. Consumers devices offer a new level of transparency and personalization. Brands that rely on traditional, one-way mass media must completely re-engineer their approach, because when customers perceive marketing as an interruption, they take action to tune you out. In this new marketing world, some brands will be ignored. But others will be invited in. And asked to stay We believe your mobile strategy hinges on this invitationcreating value to engage rather than intrude.

By giving your customers the tools to tell you when, where and how you may reach them, youre opening the door to a new marketing mind-set. We call the mandate to re-engineer how you interact with customers through connected devices, Mobile Relationship Management. MOBILE IS TIPPING THE BALANCE OF BROADCASTS POWER. The numbers tell an incredible story. In 2011, shipments of smartphones and tablets exceeded desktop and notebook computers. Even more amazing, in just a handful of years, mobile devices

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9 The Marketing Revolution

have overcome several decades worth of investment in personal computers and laptops. By the end of this year, the installed base of mobile devices will exceed the installed base of PCs. (B) This shift to connected devices has transformed how consumers interact and engage with brands. Television long enjoyed its status as the heavyweight in brand marketing, and large companies focused the bulk of their spend there. With the rise of the Internet, the audience fragmentedpeople

now spend about half as much time on the Web as they spend watching TV. Mobile is doing more than fracturing the audienceits shattering all the rules. In just two years, consumer time spent in apps has outpaced the time spent on the Web. Today, the time people spend in apps is approaching the time they spend watching television, almost unimaginably. In a few short years (or less), mobile will dominate the marketing and business landscape, exceeding the audience share of all other channels (C). This is the opportunity, since many companies are just now waking up to this new landscape. THERES ONLY ONE MESSAGE THAT MATTERS. Mobile has expanded so rapidly that many companies are unprepared to capitalize on its opportunities. Businesses faced a similar challenge when social media emerged, and many stumbled, either by showing up too casually, too corporate, or failing to show up at all on social channels.

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11 The Third Stage of Mobile Investment

The most successful companies were proactive, coordinated their organization and built a strategy to advance their brand in the new reality. Mobile is resetting business againand now is the opportunity to get it right from the start, rather than playing catch-up. Mobile will force companies to rethink and redesign how they market, sell to and service their customers. Mobile will enable companies that successfully build relationships to be bolddriving bigger and better business outcomes. Mobile will frustrate the cookie-cutter campaign, bother the bulk-email and annoy broad-audience advertisers. But in this new world of hyperpersonalization, theres only one marketing message that matters: the one just for me, based on when I want it, where I want it, and what I want to talk about.

The Third Wave of Mobile Marketing Investment: Mobile Relationship Management

Mobile truly is different, and it requires a new way of thinking about mobile marketing engagement. Make the transition effectively, and both the business and the consumer will benefit. Handle it poorly and customers will abandon the app and perhaps the brand. DONT DELIVER MESSAGES. DELIVER VALUE. The impact of mass messaging is swiftly eroding. SMS blasts worked for a while when there were no other options, but now theyre seen as annoying or intrusive. The value of segmented messages is also slipping, because they

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13 The Third Stage of Mobile Investment

might still be off-target or ill-timed. To win, brands must approach consumers on a one-to-one basis. That means getting the right message to the right customer at the right time. And the right message must hold real value for the customerit cant be just a sales pitch. Where do customers find value? Information to help them navigate daily challenges Interesting or surprising content relevant to their interests News of changing conditions that will require them to adapt Smile-worthy or shareable content to enjoy and delight Just-in-time data and tools to make better decisions Mobile is personal. People customize their smartphones in the same way they personalize all of their environments, from work spaces to homes to automobiles. And because their connected device is personal, consumers have a far lower tolerance for interruption than in television or Internet media, where advertising is an accepted.

This new, personal channel requires permission. Not unspoken approval. It requires active permission from consumers to engage. Deliver the right message after they have explicitly chosen to let you and your business will benefit. For business, this channel represents immense opportunity. When else can you say your brand is literally carried around-the-clock in your customers pocket? You have the opportunity to become integrated into their daily lifeinto their routine. Delight them and they will reward you with more attention, more business, greater loyalty and positive word-of-mouth. Being this close to the consumer is a privilege. Your business model must treat customers as individuals. Do this well, and you will win their hearts and minds. INVEST IN LESS-IS-MORE PERSONALIZATION. In the third wave of mobile marketing investment, technology and business are finally catching up to consumer expectations.

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15 The Third Stage of Mobile Investment

In the first wave, brands approached mobile as a variation of the Internet, with similar advertising tacticsbanner ads, pop-ups and web-based tools. Limitations and low performance quickly emerged, because advertising contradicts the highly personal nature of mobile. Advertising talks at the user; its a one-way broadcast. However, many businesses remain focused on this first wave. Marketing companies spent more than $8 billion on mobile advertising in 2012, according to eMarketer. In the second wave, brands built apps. Development exploded due to low barriers to entry. Unlike mobile advertising, apps fit naturally in the mobile environment, providing a deeper, more interactive user experience that greatly surpasses that of the Web. This second wave of investment also put a premium on real estatethe space an app occupies on a mobile device. While a customer might bookmark a site or follow a brand, gaining and keeping an apps place on a device has become the mobile gold rush.

Apps allow for customization and personalization of the device individually chosen and customorganized. Unlike advertisements, which essentially shout at consumers, apps create the possibility of twoway interactions between the user and the business. However, in this second wave, many brands have failed to personalize the experience to fully connect to their customers.

In the third wave, brands will use mobile to transform customer relationships. It starts with asking for their preferences, as customers define how they want to engage. This personalization builds trust, creating a constant flow of communication. Next, brands will deepen their customer relationships, using data on location, preferences and past engagement behavior to create custom experiences. As businesses learn from

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their customers, and as customers receive value, loyalty soars. Its a marketing paradoxwhen customers have the control to customize and limit a brands messages, they become more engaged. Less is more. It doesnt take a dozen messages to delight someone, just one message, tailored to their interests and specific needs and timed right. Brands that focus on relevance over reach and value over frequency build enduring customer relationships and outpace the competition. Thats the power of Mobile Relationship Management. MOBILE RELATIONSHIP MANAGEMENT THINKS BIGGER. Mobile Relationship Management (MRM) is a mandate to use everything your customer chooses to share with you to create engaging experiences for that customer. As you deliver value, you foster a growing connection with your audience. MRM represents an opportunity, but also presents tremendous risk to slow adapterswe will see many businesses disrupted this year when

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19 The Third Stage of Mobile Investment

their competitors develop mobile relationships faster and better. MRM goes beyond the creation of apps to consider a broader, strategic approach to acquiring, converting and retaining customers. It integrates technologies including apps, push messaging, in-app landing pages and the digital wallet to deliver value in an individuals preferred context. Because the mobile world is new and rapidly evolving, it is also fragmented. But we predict mobile technology will soon connect the dots, driven by both brand and consumer demand, to integrate CRM, Big Data and other enterprise-level technology. WHERE IS THE MOST POWERFUL TOOL TO CREATE CONTEXT. What are the three most important data points for your customers? Location, location, location. We believe its essential in any architecture, because it powerfully defines relevance. Where are they? What are they doing? How often have they been there? When

were they last there? Is it work time or family time? Location is a marketers greatest asset to uncover context for a consumer, enabling brands to tailor and time messages appropriately. Its what makes mobile mobile. Combining location data with other contextual information gives brands the opportunity to truly delight customers. For example, a business traveler arriving for a flight may have just advanced their frequent flyer status. Send them a push message to thank them for their loyalty and alert them of new benefits theyll receive. They might be able to take advantage of a club lounge, which can transform an annoying wait in an uncomfortable boarding gate chair into two hours of peace or productivity.

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21 The Mandate

The Mandate: Deliver Value to Customers Based on Data They Share

Mobile Relationship Management recognizes that while marketing was once brand-centric, it must now be customer-centric. Thoughtful execution on this strategy will go beyond marketing, howeverit also requires the participation of sales, product teams, support and the broader business that interacts with customers. Weve described how winning in mobile means redesigning how you think about the customer experience. The shift in mind-set applies to metrics too, as the strength and depth of mobile relationshipswhich ultimately drive sales, loyalty and referrals are the new metrics for success. IN MOBILE, THERE ARE NO SECOND CHANCES.

In the past decade, customers expectations have been shaped by social media, as the Internet becomes more user-centric and influenced by social connections. The ability to share personal experiences immediately is expected, as is the ability to give immediate and public feedback to a brand. Praise and criticism, rants and ravesits all out there for the world to see. As people gravitated toward social validation online, brands moved into that space as well, exhorting customers to follow, like and share their pages, posts and content. But savvy businesses realized a more fundamental shift: their interactions with customers were moving from transactions to connections. Brands gained fans. The move from personal computers to mobile devices represents an even greater departure from the old transaction mindset. Untethered from their computers, customers are acting in the moment, making purchasing decisions and influencing other potential customers. This raises the bar for brands. Consumers

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expect more than goods or services when they decide which companies to invite into their lives via app download. They expect value-added content. If they are disappointedperhaps by an app that doesnt perform or shoots intrusive messages at themtheyll soon delete it. But if they are allowed to control that engagement, the app might become a permanent fixture and get regular use. Most importantly, you wont get a second chance. Mobile is the biggest earned media opportunity since social. Your constantlyconnected customer carries your brand in their hand. You can be there for them when they work, when the play, whenever they need you. When you surprise and deliver exceptional user experience and service, they will shout it from the rooftops. TREAD CAREFULLY Mobile can be hugely rewarding for companies, but it can be equally unforgiving. Smartphones have limited real estate. Consumers will keep only the brands that both deliver

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25 The Mandate

value and treat them with respect. Despite the proliferation of apps, consumers now carry fewer apps on their phones than they did a few years ago. The tension is building. Failure is total, and irrevocable. Every company is just one tap away from exile. On the Web, customers might find their way back to your website, but with apps, once you are removed, it will take extraordinary effort to get back on their phones. Losing these customers is catastrophic because your mobile customers are your best customers. They give you access to their lives because they want you to be a part of it. They give you access to their location data because they trust you will treat it with respect. Losing access to these customers is a disaster for your brand. Just as customers will trumpet the wonderful things you do for them, they will call out the awful things you do to them. Your worst mistakes will be known to the world, quickly. Let them set their preferences. Respect them. Ask for

permission to engage more closely. Respect their answers. Make sure every message makes contextual sense and delivers value.

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27 10 Things You Need to do to Win in MRM

10 Things You Need to Do to Win in Mobile Relationship Management

A strategy as game-changing as Mobile Relationship Management might seem like too much to tackle. After working closely with leading global brands, thought leaders and consumers, weve uncovered best practices to start down the path of MRM while making the engagement system manageable and transparent. It requires knowledge and experience, but its possible for any business to execute. The following ten steps represent our most effective roadmap to put your brand in your customers hands.

In 2013, the ultraconnected customer base will continue to grow at a staggering pace, destabilizing marketing as youve come to know it These customers demand personalized, relevant attention, designed around their needs and wants rather than around your marketing channels. If you dont change the way you think about engaging these customers, you will quickly lose relevance.
-Forrester Research (D)

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29 10 Things You Need to do to Win in MRM

Flexibility and a forward-thinking mind-set should govern your design. Mobile changes constantly, so expect to continuously evolve as you appropriate new technologies.

DESIGN FOR MOBILE, BUT RECOGNIZE ITS A JOURNEY

Companies experimenting with MRM today will gain the insights needed to win the mobile battle for customers. Those waiting on the sidelines to see which technologies will dominate will ultimately be left behind. While being open-minded and experimental is important, you need a place to start. We advise clients to build a quality app and experiment with push. Find out what works. Test again. Consumers now spend more than two hours each day using apps. To earn part of this time, your app must enhance their lives. Likewise, your push messages must enhance the app experience. Make your architecture flexible enough to integrate new devices, platforms and software. Your technology partners must be equally flexible

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31 10 Things You Need to do to Win in MRM

because no one can fully predict the next disruptive innovation. Some businesses may choose to start with Passbook or another digital wallet initiative. Supermarkets with frequent buyer cards, entertainment companies that sell tickets and other businesses that provide loyalty cards, discount coupons or tickets can use the mobile wallet function to begin connecting with push.

FIND YOUR VALUE IN YOUR CUSTOMERS LIFE

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33 10 Things You Need to do to Win in MRM

Delivering value is the measure of mobile success, and your customers define whats valuable. If you focus only on counting the number of people you have reached, instead of what you delivered, the customers you do reach will be quickly alienated. Delivering value doesnt need to be complicated. Walgreens customers can scan their pill bottles with their phones, send requests for a prescription refill and receive push notifications when their prescription is ready. No more waiting for the refill, no more miscommunication. Walgreens customers now see the pharmacy pickup experience as efficient, rather than tedious, and reward the company with their loyalty. Customer value also translates into business value. In Walgreens case, making prescription pickup easier meant that fewer prescriptions were left unclaimed, saving staff time and reducing waste. As you look to add value, segment your

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35 10 Things You Need to do to Win in MRM

customer base particularly on location. (Its what makes mobile mobile.) Make it easy for customers to tell you what they want. Some customers will be open to frequent contact, others will want to hear from you only for specific issues. Customers of Burton receive updates on snow conditions only for the mountains they want to visit. Do they want to hear about snow elsewhere? No. Does any customer want to hear about things that dont matter to them? No. In all cases, you need a way to reach out to your customers. Your app should be push-enabled from the start, avoiding the painful experience of having to rebuild it. And context and location should drive your push message content. Timing of your communication should hinge not only on what they told you they value, but also where they are. Are they currently in or near your store or office? Now is the time to make them an offer. Are they at their workplace in the middle of the workday? Now is not the time to reach out.

ENGAGE EACH CUSTOMER IN THE KEY MOMENTS OF THEIR DAY

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37 10 Things You Need to do to Win in MRM

in a game of golf before showers hit. Your customer is not the same person when they wake up as when they are working middayeach persona has different needs and desires. Are you interrupting them or are you making life a little better? Learn the difference before you send a message of any kind. Step away from the idea of your customers as consistent buyers. They are people with ups and downs throughout their day, but their smartphone is with them constantly. This places the responsibility on you to figure out when a message will make their day easier, more entertaining or more profitable. Make it better. The Weather Channel understands the importance of timing. They invite users to set preferences for when they are notified about weather forecasts or conditions. Some people want information for the morning commute, others want details in the evening to plan for the next day, and some want it midday, to find out if they can squeeze Pay attention to when customers want to be contacted. This timing information, combined with location information you should also be collecting, offers insight into how your customers live and what matters to them. Use it to evolve your messages.

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39 10 Things You Need to do to Win in MRM

USE PUSH TO ACHIEVE CONTINUOUS ENGAGEMENT

Your app should deliver ongoing value, with the goal of becoming integrated into the customers daily life. Through customer-permitted data collection, youll grow to understand their lives better and better, which offers new opportunities to enhance value. Your app must be able to collect preference, location and other contextual data to deliver on this promise. Design your app to do so. The focus must be on building an authentic relationship based on listening and responding to their needs. As your contextual data grows, youll even be able to anticipate their needs, and this is fundamental to be able to delight them when the time is right. Once you have their trust, you may ask customers for permission to see their location. This request should be coupled with a promise to provide more valueand so you must be prepared to deliver on that promise in the near future, or you may find that permission cut off. Like any meaningful relationship, mobile relationships can be permanently

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41 10 Things You Need to do to Win in MRM

crippled by a lack of trust. Dont breach it. Push messaging is a core part of the broader MRM mandate. Well-managed push campaigns deliver ongoing value to consumers to retain their valuable smartphone real estate. According to the Good Push Index published by Urban Airship, apps that include push have twice the retention rate of non-push enabled apps. In fact, consumers use push-enabled apps much more frequently than non-push enabled apps. In a study of user engagement, an equal number of push- and non-push apps were loaded on users phones. After one month, push-enabled apps represented twothirds of engagement. After three months, consumers spent 81% of their time with push-based apps. (E)

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43 10 Things You Need to do to Win in MRM

DELIVER VALUE BASED ON LOCATION

Knowing where customers are is essential to providing value. You will uncover correlations between location and when customers use your app, which will help you serve them better. Location is the greatest value accelerator at your disposal. Begin collecting location information as early as possible. Time matters, because you need to analyze information before you can use the data to connect in a more relevant way. Remember, the clock is ticking. Consumers delete apps that do not provide value. To gain permission to collect location information, start by delivering value with your basic app. Next, show customers what else they could receiveyour value proposition to exchange their location information for your apps content. Once you have earned their trust by treating them well, provide multiple paths to enable location tracking. Loyalty programs represent an excellent opportunity to capitalize on location.

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Let your customers know that loyalty program members will get special offers when they are at your business. For example, casinos in Las Vegas push special ticket offers when their loyalty members visit the casino. This keeps customers on the property longer, increasing food, drink and gaming revenue.

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47 10 Things You Need to do to Win in MRM

For a mobile relationship to succeed, your customers must trust that you have their best interests in mind. You must structure your app to give them control.

ALLOW CUSTOMERS TO PERSONALIZE THEIR EXPERIENCE TO GAIN RELEVANCE

Remember, customers are sharing personal data with you, so you must provide personalized value in returngive/get is fundamental in any relationship. You might think that your daily update is the best thing your company has ever produced, but if a customer tells you they dont want it, believe them. Be immediately responsive to that request. ESPN makes it easy for fans to decide what, when and where they hear from the app. Through push messaging, they can find out when games start and end, see scores at each quarter, or even track each scoring play. Other sports organizations go further, providing updates on trades, last-minute ticket sales and upcoming events. Whats the right amount of information to deliver to a customer?

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49 10 Things You Need to do to Win in MRM

The amount they want. Create compelling options, share them with your customers, let them choose and respect their choices. They will reward you with attention, new purchases and long-term loyalty.

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51 10 Things You Need to do to Win in MRM

DONT SELL TO YOUR CUSTOMERS: ENTERTAIN, ENGAGE AND DELIGHT THEM

Contrary to what the sales department suggests, your apps mission is not to make more sales. Not directly, anyway. Your apps fundamental mission should be to engage your customers to gain their loyalty. On mobile, social and the Internet, its a content marketing world. And not just any content. Mobile has raised the bar, where user experiences trump viral video, and where personalized content beats shareable content every day of the week. Great content is requiredthats the ante for lasting apps. Push raises the stakes, differentiating you in customers minds by personalizing content and delivering it at the right time. That is what delight is all about. Starbucks understands what a push-empowered app can do. Their app doesnt just showcase their coffeeit pushes free music . While Starbucks offers free music to customers in its stores, getting it

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53 10 Things You Need to do to Win in MRM

requires going to the store, picking up a card, going to a website, and entering a multi-character code. But those who opt in through Starbucks app receive a push message when a new song is available. With one tap, customers can download the song and start listening. This is delight at work. BET uses push to engage viewers who follow certain artists. They alert customers when their favorite artists are on the channel, giving them useful, actionable information about something they love. Push makes it possible. BET asked for permission to do this and then invited viewers to identify the artists that most interest them. The company is not spamming a broad audience in the hope that a fraction of their messages will stick; its communicating only with the customers who care.

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55 10 Things You Need to do to Win in MRM

VALUE IS BEST DELIVERED BY COMBINING THE POWER OF WALLETS AND APPS

Digital wallets and passes make crosschannel promotion simple, building brand equity and differentiation by improving customer experience. They drive awareness and loyalty, while being easy to deliver and update. Weve also found that they lead to quicker redemptions, fewer support calls and higher customer satisfaction ratings. We expect this year to usher in strong adoption of digital wallet technology, particularly as part of an overall MRM strategy. As natives of the mobile environment, they provide seamless user experience to make life easier and extend the capabilities of a mobile device. Passbook, Apples earliest manifestation of a digital wallet, allows consumers to consolidate all the important elements of their physical wallet into their smartphone, including tickets to concerts, boarding passes, coupons and store loyalty cards. This solves the problem of leaving these at home, the bulk created by carrying multiple loyalty cards, and the aggravation of hunting through

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purses or briefcases for a scrap of paper. Like your phone, your wallet goes with you everywhere, so you dont need to worry about it. For businesses, digital wallets make promotion more effective in two ways. First, the promotion is delivered directly to the consumer. They cant lose it, as they can easily do with paper. Youll know immediately when and where they redeemed a promotion, enabling you to analyze the progress of your program on the fly. Passes also augment other channels for cross-promotion and eliminate the administrative pain of legacy programs. You can control your digital wallet properties by pushing updates and messages to the customer to improve their experience. For example, through a push-enabled digital wallet, you can remind your user if one of your coupons is nearing its expiration date, and you can alert an airline passenger via push message if there is a gate change.

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59 10 Things You Need to do to Win in MRM

We have all heard about what Big Data can do for business. Location is a transformative element, because the majority of data collected today lacks sufficient context. Location delivers knowledge of how customers are moving through both time and space. This is the third dimension of market segmentation. Weve long been able to collect quantitative information about consumers. We can layer qualitative data on top of that. Now, with location, we have a contextually-rich look at a consumers life. Context is 3D. Mobile intelligence reveals a deeper understanding of how your customers live and work using a data set that is unprecedented and highly personal. The amount of data that can be collected from location is staggering. This understanding allows you to predict behavior and to guide business like never before. We advise clients to start tracking this now, even if they dont have a clear use case for application. Historical data

LEARN AND OPTIMIZE: GET READY FOR MOBILE INTELLIGENCE

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61 10 Things You Need to do to Win in MRM

can provide a competitive advantage, but it takes time to collect. Start now. Artificial intelligence can recognize behavior patterns and drive business recommendations. That leads to big outcomes. Do you know when and where your best customers vacation? Do you know where abandoned customers work, live and play? The patterns of peoples lives becomes clearer as time passes. Understanding where you current customers spend their time can help you plan expansion of your business and direct where your customers also spend their money.

COMMIT TO MOBILE NOW

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63 10 Things You Need to do to Win in MRM

Devices are proliferating and consumers are moving from the Web to apps because it allows them to take control and it is highly convenient. Accordingly, consumer spending is going mobile. It is the mandate to engage and deliver that truly demands a new company commitment to mobile. Businesses that accept this reality will be positioned to profit in the coming years. The mobile mandate requires moving away from classic acquisition programs and focusing on new metrics. The first metric is tracking the number of customers who download the app. This is your base number from which you build your opportunity. You first need to give them a reason to do this. The second metric is tracking the number of customers who choose to opt in to push messaging. Mobile Relationship Management strategy views these customers as your always-addressable audience. This is an earned place in their lives, so make it worth their while.

The final metric is the number of customers who choose to share their location. If you can track their location, you will have the information to surprise and delight them.
New Era of Marketing Metrics

Those ready to truly engage in the new world should listen to Forrester, which argues that push is as important as email, social, display ads or any other communication channel (F) . In fact, Forrester views mobile as so important, its researchers have called for the creation of a Chief Mobile Officer(G) to unite and oversee the corporate mobile effort. While this may seem like more than is required, moving a company towards a customercentric, value-driven marketing platform is not a simple task and will require executive-level direction and investment.

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65 Final Thoughts

MOBILE RELATIONSHIP MANAGEMENT IS TRANSFORMING THE WAY BRANDS CONNECT WITH CUSTOMERS. We are on the cusp of the third wave of mobile marketing investment, where the integration of technology, customer data and personalization will drive a totally new customer experience. Companies that cling to first- or second-wave mobile marketing wont survive this seismic shift. Now is the time to invest in MRM, to catch the new wave that can truly sweep customers off their feet by bringing them relevant, valuable content in context with their daily lives. The result of this deep connection to customers drives business growth, loyalty and greater love for a brand. Its a more efficient use of your marketing dollars. It makes stronger relationships possible. And its based on data and preferencenot guesswork. AT URBAN AIRSHIP, WERE MOBILIZING RELATIONSHIPS.

Brought to you by

Urban Airship
Urban Airship enables brands to build relationships with their always-connected customers through Mobile Relationship Management solutions that streamline delivering highly targeted, cross-platform mobile push messages and Apple Passbook passes. Billions of push messages and tens of thousands of passes are delivered each month, sparking exceptional consumer experiences, driving app engagement and increasing customer loyalty and lifetime value for leading brands such as CBS Interactive, Cinemagram, ESPN, Groupon, shopkick, Walgreens and Warner Bros. The companys solutions handle the end-to-end process of highperformance push messaging, location-targeted messaging and Passbook pass management.

For more information, visit www.urbanairship.com/resources

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SOURCES: A. Katy Huberty, Ehud Gelblum, Morgan Stanley Research B. Katy Huberty, Ehud Gelblum, Morgan Stanley Research C. comSource, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics D. Forrester Research, 2013 Interactive Marketing Predictions, February 2013 E. Urban Airship, Good Push Index, July 2012 F. Forrester Research "The New Messaging Mandate," January 2012 G. Forrester Research "Mobile is the New Face of Engagement," February 2012

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