How Mobile Technology is Changing the Shape of B2B Marketing
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Transcript of How Mobile Technology is Changing the Shape of B2B Marketing
How Mobile Technology is Changing the Shape of B2B Marketing
Rocket Farm Studios Confidential
Rocket Farm Studios: A Digital Products Consultancy
Google (Android,
ChromeOS, Wear)
Cloud (AWS, Heroku, MongoDB,
PostgreSQL, Node.js, ...)
Apple (iOS, tvOS,
macOS, watchOS)
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Who We Are
• Boston-based team, national clients
• Experts in native app design and development
• Experts in highly-scalable systems
• Our mission: create new businesses through mobile
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Rocket Farm: End to End Consulting
Strategy Design Development Deploy
What’s Possible
Business Modeling
Financial Plan
Organization Plan
Technology Plan
Agile Development
UX Testing
Operations Setup
Launch Prep
QA
User Experience (UX)Identity (visual, sound,
motion)Architecture
Data Design and Plan
Launch Support
Data Analysis
Planning
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We live in a mobile-first world
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We live in a mobile first world
• 59% of digital shopping occurs on mobile.• 74% will return to a mobile-friendly site.• 54% are less likely to engage with a company with
no mobile presence.
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Mobile Buying Trends
• B2B mobile queries have tripled since 2012.• 42% use mobile to research during B2B purchasing
processes.• 49% of B2B researchers use mobile devices to
conduct research while at work.
People are making the buying decisions on mobile.
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Conclusion #1
• To be a competitive business, it’s not just having a mobile presence; it’s putting mobile first.
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Mobile Web vs Mobile Apps?
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Mobile Web vs Mobile App
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Mobile Web vs Mobile App?
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Why Mobile Apps Win
• Looks better.• Performs better.• Well integrated with all aspects of the device.• More transactional.• Apps are more marketable.
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Conclusion #2
• Your mobile strategy should start with a great app, not a mobile website.
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Why Your App is Your Best Marketing Tool
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Retaining Customers
• Great apps build customer loyalty.• 61% have better opinions of brands if they get a
great mobile experience.• 60% of coupon users would “gladly switch brands to
use a coupon.”• 66% of companies that saw a decrease in customer
loyalty last year do not have a mobile app.
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Loyalty = Viral Marketing
• 92% of Americans trust recommendations from family or friends.
• 57% of users say they won’t recommend a business with a poorly designed mobile site.
• From Pokemon Go to SnapChat to DropBox to Waze, great apps will go viral with very little spend on actual marketing.
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How Apps Enable Word of Mouth
• Ability to ask satisfied customers for referrals and ratings via direct messages & push notifications.
• Ability to provide personalized referral codes.• Offer rewards and bonuses.• More likely to tell friends & family.
• Target your early adopters who are usually your best evangelists.
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Conclusion #3
• Great mobile apps BEGETS great customer loyalty BEGETS great viral marketing.
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Build Apps with Marketing in Mind
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Build Apps with Marketing in Mind
• Always think of your business as mobile-first.• Build a visually pleasing and simple UI.• Concentrate on your in-app messaging platform.• Build a loyalty program with referral rewards.• Provide features in-app that saves users time and
energy.• Listen to user feedback and give them what they
want.
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Case Study: Sheet Music Direct PlayAlong
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Case Study: Sheet Music Direct PlayAlong
● Leading sheet music company branching to digital.
● Targeting amature to professional musicians (SMBs).
● App designed to push into mobile space and create more loyalty.
● Challenging app to build due to various UX needs and features.
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Case Study: Sheet Music Direct PlayAlong
Loyalty:
• Frequently updated store - lots of new choices• Immersive playback - practice experience• Mobile recording studio
Virality:
• Designed to be front and center of music gigs, seen by musicians
• You can share your recordings
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Challenges Creating Mobile Apps
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New App Reluctance
• 49% downloaded no new apps in the last month.• Users mostly use only 5 apps.• The top 25 most popular apps don’t really change:
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Retention is Hard
• Nearly 1 in 4 users abandon an app after just one use.
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Why Users Leave
• Poor onboarding experience.• Privacy concerns.• Competitive apps (easy to make clones).• Ad clutter.• Technical glitches.• BAD USER EXPERIENCE!
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Conclusion #4
• If your app is bad, you won’t get many more chances.
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Final Word
Make mobile a priority.
And do it right.
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Sources• https://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent
_with_media-emarketers_updated_estimates_for_2014.pdf• https://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-androi
d-retail-apps-us• https://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-mo
st-from-mobile-sites-today.html• http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-
240820• https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html• https://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.html• http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobil
e-marketing-statistics/• http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By
-The-Largest-Digital-Media-Brands• http://info.localytics.com/blog/app-retention-improves
Build It, Launch It, Grow It
@RocketFarm