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

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MMA Purpose

For more information about membership email: membership@mmaglobal.com

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

3

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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