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How mobile marketing automation can help you drive an omnichannel first strategy

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How mobile marketing automation can help you drive an omnichannel first strategy

  1. 1. MMA Webinar Series December 10, 2015 How Mobile Marketing Automation Can Help You Drive A Mobile First Omnichannel Strategy Sponsored By:
  2. 2. 2 MMA Purpose For more information about membership email: membership@mmaglobal.com WHO | The People We Serve Prime 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 Being Mission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. WHAT | Our Strategic Priorities Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement & Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry
  3. 3. 3 Managing Your Questions Share the Insights #MMAWeb
  4. 4. 4 Presenters Moderator Gail Ennis CMO FollowAnalytics @Followanalytics Antony Gardez Head of Product FollowAnalytics Leo Scullin Head of Global Industry Initiatives Mobile Marketing Association
  5. 5. Agenda 5 1. The State of Marketing 2. Importance of Mobile Moments 3. Automating Mobile Engagement 4. Essential Checklist
  6. 6. About FollowAnalytics Headquartered in San Francisco Headquarters Offices Offices in Paris and Montreal 21 Customers in the Fortune 500 Investors Aspect Ventures, Sapphire Ventures, Salesforce Ventures & Zetta Ventures Customers 6
  7. 7. Companies We Are Working With 7
  8. 8. The State of Marketing Today 8 Source: ComScore Mobile interactions have surpassed the desktop Mobile has become an essential platform to the entire customer lifecycle 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2007 2008 2009 2010 2011 2012 2013 2014 2015 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.
  9. 9. Where Marketers Fall Short 9 Not providing a seamless and integrated experience across all their channels 1 Not keeping up with consumers when it comes to adopting new technologies 2 Focusing on selling, instead of using new platforms to add value and build experiences 3
  10. 10. Brands need to engage customers in their Mobile Moments 10 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
  11. 11. Long-term customer value is the priority for app owners 11  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! 171 (38%) 106 (24%) 53 (12%) 118 (26%) 0 50 100 150 200 What's the primary purpose of your mobile presence? Improve customer service Increase revenue Foster customer loyalty Extend the experience from the web
  12. 12. Mobile Moments Serve the Entire Customer Journey 12 ENGAGE USE BUY EXPLORE DISCOVER ASK Marketing Loyalty moment Marketing Social Depth moment Customer Service Information moment Product Setup, Use & Care moment Sales Impulse purchase moment Sales Influenced sales moment Marketing Manufactured moment Borrowed moment Source: “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
  13. 13. Getting Started With Serving Mobile Moments Have an App, not sure what next steps are Know 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 13 Source: Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester
  14. 14. 14 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
  15. 15. Benefits Delivered From Using MMA Solutions 15 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 Report VentureBeat 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
  16. 16. Mobile Marketing Automation helps brands engage with their customers 1:1 in the right time and place. 16 Welcome. You're already checking into your room. Head on over to room 503.
  17. 17. Create Cross-Channel Customer Experiences 17 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
  18. 18. L’OREAL 18 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
  19. 19. 19 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.
  20. 20. 20 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
  21. 21. Renault 21 THIS COPY WILL COME FROM GUILLOME AND ANTONY.
  22. 22. Essential Elements of Mobile Engagement Automation 22 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
  23. 23. Mobile Engagement Automation– The Essential Checklist 23 THE ESSENTIALS CHECKLIST Is 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?
  24. 24. Questions? 24
  25. 25. Be Inspired and Learn Nov 18, ‘15 The 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, ‘15 MMA Forum Singapore Demystifying Location Data Accuracy Nov 23, ‘15 Dec 03, ‘15 MMA Forum Paris Putting Geotargeting Tools to Work for You — Reach Relevant Users Based on Location Dec 03, ‘15 MMA Webinar Series Upcoming MMA Events Learn More Webinar: mmaglobal.com/events/other/webinars Events: mmaglobal.com/calendar/monthly
  26. 26. Take a Seat at the Table MMA programs and working groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership. To join a program, contact committees@mmaglobal.com. Text Marketing Privacy Mobile Shopper Marketing Location Committee Internet of Things Incubation Council Currency (Advertising) Attribution Analysis Programmatic Native Advertising Mobile Video Benchmarking Study
  27. 27. Participate in the Conversation Getting Great at Mobile MMA Smartbrief Mobile Smart Fundamentals MMA LinkedIn Group Get Social with MMA Guidance Reports and Benchmarks The Mobile Marketing PlaybookCase Study Hub Webinar Library
  28. 28. Thank You!

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