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The Mobile Revolution: Transforming Customer Engagement in Real-Time

In the dynamic landscape of media consumption, mobile devices account for one minute of every seven. This rapid shift has not only changed how customers interact but has also elevated the importance of customer experience over the device itself. Through mobile, businesses can engage customers at the moment of impulse, delivering hyper-personalized messages and enabling viral growth. Case studies like Live Nation's transactional ticketing and innovative campaigns from Rogers and Molson illustrate the transformative power of mobile in driving customer engagement and quantifying marketing results.

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The Mobile Revolution: Transforming Customer Engagement in Real-Time

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  1. Why Mobile is shaping customer interaction

  2. Just give me 1 minute…

  3. 1 of every 7 minutes of media consumption is now mobile

  4. This minute has the greatest impact of any media interaction

  5. Why?

  6. Because you can do all this…

  7. With this

  8. But it’s more about the Customer Experience than the device Mobile is the only media that allows customers to…

  9. …Engage at the point of impulse

  10. …Respond at the point of impulse

  11. …Have a hyper personalized, message to 1 individual …and grow exponentially through organic, viral growth

  12. …And able to close the last mile …Quantify Results …And justify marketing spend

  13. What does that look like?

  14. mCommerce/mTicketing Live Nation • The first fully transactional concert ticketing mobile web site in North America • Subscribers can browse both artist and ticket availability • Site optimizes mobile browsing, purchase and ticket delivery for mobile devices • User receives their ticket via an MMS message • Ticket is scanned directly from the mobile phone to gain access into multiple venues • Ticket delivery allows for mobile CRM based marketing initiatives Winner: Media Innovation Awards - Best in Class Finalist: Mobile Content Awards, Korea Finalist: Mobile Marketing Association 2009 Global Awards

  15. Event Solution Rogers Wireless/MTV • MyThum created an experience that spanned: SMS, Mobile Web, MMS, iTV Broadcast, Facebook and in-Venue • Users could get a free VIP ticket by going to the mobile site • Mobile site was also an experience where users could interact with the event • Once signed up, users could automatically post their actions to Facebook , generating a viral buzz

  16. Integrated OOH COORS LIGHT • Molson’s first iPhone application launch • The campaign transcends the media channel and touches the physical world (with tangible OOH as prizing), online, mobile (sms+wap) and also the iPhone app • The concept of the iPhone app activity tying directly into these other media channels (line submissions, contest entry etc) is a very innovative approach to app building • The app is a rich environment but the strategy still includes an optimized experience for over 5,000 devices

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