How mobile marketing automation can help you drive an omnichannel first strategy
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Transcript of How mobile marketing automation can help you drive an omnichannel first strategy
MMA Webinar SeriesDecember 10, 2015
How Mobile Marketing Automation Can Help You Drive A Mobile First Omnichannel Strategy
Sponsored By:
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MMA Purpose
For more information about membership email: [email protected]
WHO | The People We ServePrime Audience: Chief Marketers
By helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe.
MMA is 800+ Members Strong Globally
Marketers, Agencies, Media Sellers, Technology & Operators
WHY | Our Reason for BeingMission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
WHAT | Our Strategic Priorities
Cultivating InspirationAimed at the Chief Marketer; guiding best practices and driving innovation
Building Capability for SuccessFostering know-how and confidence within the Chief Marketer's organization
Demonstrating Measurement & ImpactProving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data
AdvocacyWorking with partners and our members to protect the mobile marketing industry
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Managing Your Questions
Share the Insights
#MMAWeb
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Presenters
Moderator
Gail Ennis CMOFollowAnalytics@Followanalytics
Antony GardezHead of ProductFollowAnalytics
Leo ScullinHead of Global Industry InitiativesMobile Marketing Association
Agenda
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1. The State of Marketing
2. Importance of Mobile Moments
3. Automating Mobile Engagement
4. Essential Checklist
About FollowAnalytics
Headquarteredin San Francisco
Headquarters Offices
Offices in Parisand Montreal
21 Customersin the Fortune 500
Investors
Aspect Ventures, Sapphire Ventures, Salesforce Ventures
& Zetta Ventures
Customers
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Companies We Are Working With
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The State of Marketing Today
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Source: ComScore
Mobile interactions have surpassed the desktop
Mobile has become an essential platform to the entire customer lifecycle
2007 2008 2009 2010 2011 2012 2013 2014 20150
200400600800
100012001400160018002000
No. of Global Users (Millions)
Mobile
Desktop
of smartphone shoppers user their phone for pre-purchasing activities such as comparing prices.
of smartphone shoppers also use their devices to help shop while in a store.
90%
84%Includes:
browsing product information or
finding promotional offers.
Where Marketers Fall Short
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Not providing a seamless and integrated
experience across all their channels
1Not keeping up with consumers when it
comes to adopting new technologies
2Focusing on selling, instead of using new
platforms to add value and build experiences
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Brands need to engage customers in their Mobile Moments
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There are countless opportunities for mobile marketers to reach and engage users:
US has approximately 200 million smartphones
According to Forrester, smartphone users interact w/ their phones anywhere from 150/200 times a day
Long-term customer value is the priority for app owners
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64% prioritized existing customers
Improving customer service: 38% Fostering customer loyalty: 26%
Shift over the past 2 years from transactional.
App plays much higher role in lifetime value of customer - higher ROI!
0
50
100
150
200171 (38%)
106 (24%)
53 (12%)
118 (26%)
What's the primary purpose of your mobile presence?
Improve customer service
Increase revenue
Foster customer loyalty
Extend the experience from the web
Mobile Moments Serve the Entire Customer Journey
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ENGAGE
USE BUY
EXPLORE
DISCOVER
ASKMarketingLoyalty moment
MarketingSocial Depth moment
Customer ServiceInformation moment
ProductSetup, Use & Care moment
SalesImpulse purchase moment
SalesInfluenced sales moment
MarketingManufactured moment
Borrowed moment
Source: “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
Getting Started With Serving Mobile Moments
Have an App, not sure what next steps areKnow what features and pages of your app your customers are actively using 1
Build innovative and experimental campaigns with specific goals and test them on a small user base 2
Leverage existing technology to help you get the results you want 3
Just starting Out – Don’t’ Even Have an App Analyze how your customers use your product and map out opportunities for mobile moments. Think beyond the sale. 1
Find companies that are innovating or disrupting your space and learn from them. 2
Get started today. Don’t wait to have the perfect plan. Try new programs with your most loyal customer base. They are the most forgiving 3
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Source: Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester
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Introducing Mobile Engagement Automation
“Marketing technologies that use real-time and contextual insights to proactively engage with known users in the appropriate mobile moment across the customer life cycle via a mobile device”
Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester
Benefits Delivered From Using MMA Solutions
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Source: Mobile Marketing Automation, How The Most Successful Apps Drive Massive Engagement & Monetization, VentureBeat
“The good news is that higher engagement, retention and increased revenue are among the top results of implementing mobile marketing automation, with higher engagement being the single most cited benefit…”
Mobile Marketing Automation ReportVentureBeat
Higher ratings
Lower user acquisition costs
More downloads
Haven’t really started yet
Better insight
Increased conversions
Omnichannel
No benefit
Increased Revenue
Retention
Minor benefits
Increased engagement
0 5 10 15 20 25 30
Mobile Marketing Automation helps brands engage with their customers 1:1 in the right time and place.
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Welcome. You're already checking into your room. Head on over to
room 503.
Create Cross-Channel Customer Experiences
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Personalized Email – incentivizing app download
Nurture on site Newsletter opt-in Downloads app
Trigger based Onboarding Message
Email inviting customer to boutique pop weekend event
Personalized Contextual discount coupon sent based on geo-location
Coupon used. First purchase
Mobile push to check on quality of experience
Social evangelizing
Personalized email with curated content based
on purchase
Clicks on ad for retailers
Customer Data Systems (CRM) FollowAnalytics
L’OREAL
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Bringing the in-store experience to your couch – it’s never been easier to try L’Oreal’s products
Mobile experience is integrated into their overall marketing strategies and systems/solutions
Tie experience and content directly to the commerce action
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BNP Paribas Cardif
Built Habit@t – a solution that uses sensors to detect hazards such as floods, fires and blackouts.
During times of emergency alarms are triggered to notify users, call centers and other dispatch units.
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Louis Vuitton
Launched City Guides on iOS – personal tours across 12,000 locations right from their phones
App features include: customized 24 hour agendas, celebrity “hosts”, location-aware maps and the ability to connect with other travelers
Renault
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THIS COPY WILL COME FROM GUILLOME AND ANTONY.
Essential Elements of Mobile Engagement Automation
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1 Powerful mobile analytics
2 Data from 3rd party or custom data system
3 Machine learning and predictive analytics
4 Intuitive dashboard lets you easily a variety of push & in-app campaigns
Mobile Engagement Automation– The Essential Checklist
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THE ESSENTIALS CHECKLISTIs it rich enough?Are there a rich variety of campaigns for you to chose from? Video, pictures, in-app, contextual and geo-targeted?
Is it powerful enough?Can campaigns be scheduled and also self-triggered by any action inside or outside your mobile app
Is it real time?Can the technology support an immediate real time interaction with your customers, in their mobile moment?
Is it friendly enough?Can marketers use the solution to analyze data and build campaigns without relaying on I.T.?
Is it quick?Can you get set up with your new technology and start sending campaigns quickly?
Is it connected?Will it easily plug into your existing CRM and other customer data systems to trigger campaigns?
Is it smart?Does it use machine learning and predictive analytics to make recommendations about what you should be doing?
Is it scalable and secure?Can you trust the solution to scale as your business grows?
Questions?
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Be Inspired and Learn
Nov 18, ‘15The Smarties
Gala UK
Personalizing the In-App Experience: Success Stories from Leveraging Website Best Practice and Tracking Behavior Real-Time
Nov 19, ‘15
Nov 20, ‘15MMA ForumSingapore
Demystifying Location Data Accuracy
Nov 23, ‘15
Dec 03, ‘15MMA Forum
Paris
Putting Geotargeting Tools to Work for You — Reach Relevant Users
Based on LocationDec 03, ‘15
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