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Optimizing Marketing Results By Engaging Customers Using Mobile Apps

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Optimizing Marketing Results By Engaging Customers Using Mobile Apps

How can you meet customer demands for deeper and more meaningful levels of engagement in a mobile-first world? The answer starts with a better understanding of the landscape, your customers’ needs, and the common challenges that all marketers face.

This presentation provides a holistic view of the mobile app creation process. Learn about the latest marketplace trends, the keys to creating a solid mobile strategy, how to build a comprehensive app blueprint, and the finer points of mobile app design.

How can you meet customer demands for deeper and more meaningful levels of engagement in a mobile-first world? The answer starts with a better understanding of the landscape, your customers’ needs, and the common challenges that all marketers face.

This presentation provides a holistic view of the mobile app creation process. Learn about the latest marketplace trends, the keys to creating a solid mobile strategy, how to build a comprehensive app blueprint, and the finer points of mobile app design.

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Optimizing Marketing Results By Engaging Customers Using Mobile Apps

  1. 1. OPTIMIZING USING MOBILE APPS BY ENGAGING CUSTOMERS MARKETING RESULTS 10 Steps for Creating a Comprehensive Blueprint for Your Mobile Marketing Apps
  2. 2. Revenue from fully engaged customers is significantly higher than those who are not fully engaged1 Should we focus on impressions? Should we focus on engagement? Why does it matter? Average revenue is 23 higher for “fully engaged” customers
  3. 3. 214 million people own mobile devices in the U.S.1 2 billion+ connected smartphones and tablets worldwide2 Why is it of paramount importance to include mobile in our marketing strategy? 1. http://www.comscore.com/Insights/Press-Releases/2013/8/comScore-Reports-June-2013-US-Smartphone-Subscriber-Market-Share 2. http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694 Takeaway: Consumers now have near- constant access to information and communication. Engaging customers via mobile devices is critical.
  4. 4. We must compete to win the customer engagement battle. 1. https://www.gartner.com/doc/2961617/irresistible-challenging-role-mobile-marketing 89% of marketers who intend to compete on customer experience will fail if they don't offer buyers a mobile-enabled, real-time experience 1 How important is mobile?
  5. 5. Personalization: content that is specifically targeted to their attitudes and preferences. In order to be engaged, what do our customers expect? Utility and value: help solving a real-world problem or a needed service. Relevance: the most up-to-date and accurate information.
  6. 6. Marketing through customer engagement and mobility are critical in today’s world. What’s stopping us? 1. http://fortune.com/2014/07/15/big-data-future-marketing-customer-focus/ of companies think they connect well with people80% of companies actually do connect well with people18%
  7. 7. Use mobile to target, engage, listen, adapt, and continually update and iterate. Reach the right audience with the right message at the right time. Reach the customer wherever they are as they are making their buying decisions. The Solution But How?
  8. 8. Use a proven platform that: Automates app creation Captures data to provide actionable insights Integrates with your current customer data Is easy to do Requires no programming, no testing, and no technical people. The Answer DIGITAL ENGAGEMENT TOOLKIT CONTINUAL UPDATE & ITERATION YOUR MARKETING YOUR INFORMATION SALES TEAMS STORES CONSUMERS
  9. 9. Like highly effective people, highly effective apps take advantage of technology to establish a two-way dialog with customers. Listen First, Then Be Understood Mobile apps are especially good at assisting brands with the ‘listen first’ approach to marketing because they are interactive and facilitate two-way communication. - Stephen Covey “ ”
  10. 10. The customer is in control, but this is not the threat many marketers perceive it to be. It’s an opportunity to engage and serve the customer’s needs like never before. By increasing investments in marketing innovations, teams can examine consumers at unimaginable depths including specific behavior patterns from one channel to the next. With this level of insight brands can become a customer’s trusted partner rather than an unwanted intrusion. By having a two-way dialog with our customers, we can garner insight and then deliver continual updates so that we are their trusted partner! “ ”– Deepak Advani, General Manager, IBM Commerce
  11. 11. 1. Broadly segment by type and stage 2. Utilize in-app feedback to sub-segment 3. Monitor in-app behavior to dynamically micro-segment 4. Track all customer app experiences 5. Analyze experience data, iterate to maximize engagement Trusted partners engage customers while gaining insights
  12. 12. Build Feedback Loops The dynamic tailoring of functionality and messaging in real-time during the use of an app to deliver maximum personalization and engagement. The process of collecting behavioral data from multiple apps being used by multiple people, on multiple devices. Use the data to learn, iterate and rapidly update apps to create maximum engagement.
  13. 13. The Critical Starting Point: Your App Blueprint Success hinges on the upfront work of planning an app blueprint.
  14. 14. Leading Brands and Agencies have been using the Proscape Marketing App Cloud to create highly engaging apps since the launch of the Smart Phone. Our best practices have been packaged into a easy-to-follow 10-step process that we are happy to share with you! And answer questions about! Best Practices to Create an App Blueprint in 10 Simple Steps…
  15. 15. STEP 1 Determine Mobile App Requirements Collect the basics about your brand, your goals, and your target audiences. 1
  16. 16. Determine Mobile App Requirements Description of the brand’s offerings Advantages over the competition Target audience and demographics Customer case studies Potential marketing channels 1
  17. 17. STEP 2 Prioritize and Categorize Materials Capture the materials that marketing and other key teams in the company believe are most important. 2
  18. 18. How to Prioritize Content for Your App2 Is it a primary way of communicating the brand’s message? Does it support a primary communication? What kind of story does it tell? Does it help customers overcome objections or answer a common question? Then, if for the sales channel, by your sales team’s perspective Then, if for the retail channel, by your store operations team’s perspective Then, if for the consumer channel, by your market research team’s perspective
  19. 19. STEP 3 Create Message Flows for Target Customers Build the story that your app will tell to specific customers in specific situations. 3
  20. 20. Engage Through Personalization PHARMACISTS SURGEONS NUTRITIONISTS DOCTORS RADIOLOGISTS CHIROPRACTOR NUTRITIONISTS NUTRITIONISTS THERAPISTS DERMATOLOGIST DOCTORS PSYCHIATRISTS PSYCHIATRISTSDOCTORS An individual audience The stage of a lead in your sales cycle The channel (e.g., sales team vs. downloaded by a consumer) A special situation (like the person you are pitching has a limited amount of time) 3
  21. 21. STEP 4 Determine Special Message Flows Define story flow for special situations, such as customers who are considering a specific competitors offering or customers that have a limited amount of time to learn about your solutions. 4
  22. 22. Design Your App to Address Unique Situations Just like one message does not fit every customer, one message flow will not fit every situation By creating optimal message flows for common customer situations, customer experiences are greatly improved and engagement is maximized 4
  23. 23. STEP 5 Create a Content Map Organize content into major topics and supporting items. 5
  24. 24. How to Build Your Content Map The major topics will define the primary navigation in your app Each of these will become buttons or menu items on your app’s home page or main screen 5
  25. 25. STEP 6 Develop Strategies for Special Topics Determine special topics like PR issues, breaking news, or technical specs. 6
  26. 26. How to Handle Special Topics (these require additional attention, resources and investment – but with ROI!) PR communications Unique product features Overcoming common customer concerns Important statistics Promotional videos Client testimonials Checklists Interactive guides Interactive animations 6
  27. 27. STEP 7 Incorporate Supporting Materials Include supporting materials in an easy-to-navigate framework. 7
  28. 28. The Importance of Reference Materials Customers often need to see reference materials when making buying decisions Reference materials add credibility to key brand messages Plan for and incorporate these proof points into the app Build them into the blueprint to ensure seamless integration within the app 7
  29. 29. STEP 8 Develop Questions for Customer Insights Create two-way dialogues with customers by identifying the most important questions your app should answer. 8
  30. 30. The Importance of Listening via Mobile Apps To enable sub-segmentation of your customers To develop questions that can be used in the app to gather insights through surveys or behavioral tracking The proper use of “questions” in your app enables marketing to automatically adapt conversations to the customer’s response and record that response for insights and improved engagement 8
  31. 31. STEP 9 Tag Content for Micro-Segmentation and Insights Identify and track content that will provide your organization with useful insights about your customers. 9
  32. 32. Why Tag Content in Your App?9 Customer pathways and experiences Customer reactions to messages and customer decision trees Aspects of your offering that require more explaining Features people want to learn more about Specific geo-location and demographic information about your customers Use an app creation platform with built-in functionality that tags each app page or content piece you create (Proscape provides one of these) Use HTML to create your tags during the app development process
  33. 33. STEP 10 Plan Mandatory Content Determine a strategy for incorporating mandatory content like legal, govern- mental, and regulatory disclosures. This is often critical in regulated markets including financial services and healthcare. 910
  34. 34. When to Display Mandatory Content10 When changing topics When the app is opened Just before the app is closed If this is the customer’s first time using the app When changing between two different apps from your company Before or after certain pages in your app gets displayed
  35. 35. But with cloud-based automation technology, brands can harness the power of mobile devices to have meaningful, personalized engagements directly with each of their customers, wherever and whenever the customer chooses – in stores, with sales teams, at live events, and directly through a customer’s mobile device. Technology barriers often prevent brands from capitalizing on the full potential of mobile apps. THE OLD WAY THE NEW WAY SLOW COMPLEX PAINFUL MISERABLE MARKETERS TESTERS DEVELOPERS DESIGNERS *&(#$@! APP CLOUD MARKETERS & DESIGNERS THE MARKETING APP CLOUD DYNAMIC FASTEASY CREATIVE
  36. 36. If you have a question about anything in this Slide Share, we are happy to help. Visit: proscape.com/contact/ For more in-depth information on the 10 steps to creating a mobile app blueprint, visit proscape.com/handbook To start building your own mobile app blueprint, visit proscape.com/handbook/build-your-blueprint If you have interest in Proscape’s Marketing App Cloud as a potential solution to the pain of manually creating mobile apps, visit proscape.com/tour Next Steps
  37. 37. Founded to empower brands to have meaningful, personalized engagements directly with their customers in a Mobile First world, Proscape removes technology restrictions that make the mobile app creation process slow, painful, and expensive. By eliminating the pain of mobile app development, The Marketing App Cloud platform makes it possible for designers to bring their creative visions to life. The Proscape Marketing App Cloud is built by leading technologists from IBM, Microsoft, NBC Studios, iLevel, Corel, and other innovative companies. The Proscape team is dedicated to helping marketers reach their goals through mobile technology. For more information, visit www.proscape.com About Proscape

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