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Push Mobile App Engagement To The Next Level презентация
Содержание
- 1. Push Mobile App Engagement To The Next Level
- 2. Gail Ennis, CMO, Follow Analytics
- 3. Housekeeping Webinar will be
- 4. Agenda Current state of mobile
- 5. Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm) The
- 6. Mobile expectations are soaring
- 7. Personalize and contextualize mobile moments throughout the
- 8. The mobile mind shift penetrates the beating heart of your business
- 9. The mobile moment happens here
- 10. Flight -2
- 11. The holy grail of one-to-one marketing
- 12. Push notifications offer better mobile engagement An
- 13. Brands prioritize push notifications Base: 182 executives
- 14. Marketers are starting to use push notifications
- 15. Reward customers when they are most likely to engage with your brand
- 16. Add value and up-sell services through targeted
- 17. Drive lead generation for faster time to
- 18. Test offerings in real time
- 19. Innovate your business and create new services
- 20. The hard work happens here
- 21. Mobile will drive the biggest re-engineering of firms since the PC Systems of engagement
- 22. Push notifications will move beyond mobile apps
- 23. STEP UP TO ENGAGEMENT It’s Not Just
- 24. BEST PRACTICES For Mobile Engagement To
- 25. Feed your CRM with mobile user profiles
- 26. Embrace All Five Levels of ENGAGEMENT
- 27. Key requirements: Uses Deep Analytics &
- 28. Phases of Mobile Marketing Maturity Presence
- 29. Thomas Husson thusson@forrester.com @Thomas_Husson Gail Ennis Gail@followanalytics.com @followanalytics Thank You Questions?
Слайд 2
Gail Ennis, CMO,
Follow Analytics
@Followanalytics
Thomas Husson, VP, Principal Analyst, Forrester
@Thomas_Husson
Слайд 3
Housekeeping
Webinar will be recorded and sent out
Participation is encouraged!
Ask using the question box
Questions will be addressed in the last 10 minutes
Слайд 4
Agenda
Current state of mobile
Mobile moments and the mobile mindshift
The
The challenge for marketers
Best Practices
Слайд 5Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm)
The expectation that I can get
Слайд 7Personalize and contextualize mobile moments throughout the customer journey
Marketing:
Manufactured moment
Borrowed
Marketing:
Loyalty moment
Sales:
Influenced sales moment
Sales:
Impulse purchase moment
Customer service:
Information moment
Product:
Setup moment
Use moment
Care moment
Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
Marketing:
Social Depth moment
Слайд 10
Flight
-2 days
+2h
-2h
+2 days
Change reservation.
Reserve seat.
View reservations.
Check gate.
Departure time
Lounge access
Upgrade
Arrival time
Food order
Movies
Wi-Fi
Ground
Lost luggage
Navigation
Customer service
Mileage status
Reward travel
Upcoming reservations
Serve customers in their mobile moments
Airline example based on user time
Слайд 12Push notifications offer better mobile engagement
An improved and more engaging user-experience
An
A detailed targeting tool
An inexpensive way to reach out to your best customers
Слайд 13Brands prioritize push notifications
Base: 182 executives who either own or have
Слайд 14Marketers are starting to use push notifications to meet their goals
Up
Optimize mobile app usage
Test offerings in real-time
Become a core part of the product experience
Increase the value of advertising inventory
Слайд 16Add value and up-sell services through targeted offerings
Value-add: Protection alerts to
Context: Geo-located discounts and special offers for partner retailers
Incentive: Instant rewards and points encourage app usage
Слайд 17Drive lead generation for faster time to revenue
CRM partnered with mobile
Relevant and contextual messages impact increase in test drives and shorted customer decision cycle
Слайд 19Innovate your business and create new services
Habit@t uses sensors to detect
In times of need it triggers alarms to notify users, call centers capable of dispatching timely response units.
Слайд 23STEP UP TO ENGAGEMENT
It’s Not Just About the Ads, Although $48B
Created Apps
Driving User Acquisition
Begin
Engaging
Created Apps
Driving User Acquisition
Begin
Engaging
Typical Lifecycle of Today’s Mobile Apps
PEAK
Marketers Can’t Leverage Their Investment to ROI
Here’s The Challenge:
3 of 4 mobile apps uninstalled after download
Only 16% of users opt-in to notifications
App Development
App Acquisition
App Engagement
$48B
Слайд 24BEST PRACTICES
For Mobile Engagement
To Get Mobile Moments
1. CONNECT to CRM
2.
mobile engagement
3. LEVERAGE mobile marketing automation
Слайд 25Feed your CRM with mobile user profiles to optimize all your
Augment your mobile marketing with CRM data for ultra personalized and relevant push & in app messaging
Use “code-less” connectors to reduce reliance on IT and consultants
CONNECT TO CRM
Слайд 26Embrace All Five Levels of
ENGAGEMENT STRATEGY
We are experiencing an issue
We updated our app to add some great new features. Click here to update!
You haven’t viewed the shoe section in our app for weeks and we have a ton of new styles!
We’re having a huge sale in the store on Madison Ave.
Check it out!
Here’s a 20% discount coupon for being such a loyal customer!
Слайд 27Key requirements:
Uses Deep Analytics & Machine Learning
Creates Rich Mobile Profiles
Has “Click
Supports User-Triggered Interactions
Is Designed for Marketers
Supports Internet-of-Things Devices
Not complicated, easy to get up and going everything you need in one place
Leverage MOBILE
MARKETING AUTOMATION TECHNOLOGY
Слайд 28
Phases of Mobile Marketing Maturity
Presence
Visibility
Engagement
Contextuality
Time
Context X Relevance = Value
The race
The more I understand your needs, interests, behavior, history & location, the more value I can create for you
Слайд 29
Thomas Husson thusson@forrester.com
@Thomas_Husson
Gail Ennis
Gail@followanalytics.com
@followanalytics
Thank You
Questions?
