Making Mobile Meaningful
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The document discusses the importance of mobile marketing, highlighting the dominance of mobile devices in consumer engagement and marketing strategies. It outlines a mobile marketing plan that includes understanding customer journeys, optimizing existing channels for mobile use, creating valuable mobile apps, and ensuring a seamless omni-channel experience. The document emphasizes the need for effective communication and community building to enhance app engagement and retention.
Making Mobile Meaningful
- 1. How to Make Your Mobile Marketing More Meaningful Mike Stocker Dir. Business Development Twitter: @michaelstocker
- 2. • Ask questions! Add your questions to the chat box and we will get to them after the webinar concludes • The recording and slides will be sent to you later today! • Feeling social? Use #mktgnation and @michaelstocker on social Housekeeping
- 3. • Why Mobile is so important for Marketers • The mobile marketing technology “stack” • Mobile marketing strategies and tactics • How to design a mobile marketing plan for your business • The role of mobile in the modern customer journey High level topics
- 4. Why is Mobile so important?
- 5. But first, a funny to kick things off
- 6. • Video here But beware, those mobile devices have video cameras! Video here
- 7. Mobile now surpasses desktop
- 8. • Mobile is the top attention medium in the US. That’s been confirmed by Flurry, Nielsen, ad network InMobi and once again by comScore, which affirmed to Internet Retailer (based on previously released data) that the bulk of digital media time in the US is spent on mobile devices. • More than half of Americans’ internet time is devoted to apps with a minority of time spent on the mobile web. Last month Flurry reported that Americans spent more time on mobile devices than watching TV for the first time. That has been true outside the US for some time. In fact, Mobile is now the main channel
- 9. Mobile beating TV now
- 11. • April 2014 study, Flurry found the average American spends 162 minutes on their mobile device daily, and 86% of that time is spent in apps! • In surveying 3,500 global respondents, Compuware reported that 85% favored mobile apps over a mobile website. Why Mobile Apps are so important
- 13. The Mobile Marketing Technology Stack
- 14. Mobile Tech Stack Mobile Web Responsive templates, HTML 5 etc Mobile Email Apps Mobile Engagement Mobile A/B Testing & Optimization Mobile CMS Analytics
- 16. • According to the survey of 5,000 marketers in ten countries, nearly 90 percent (86 percent) say it’s increasingly important to “create a cohesive customer journey” and mobile (applications) was identified as most effective technology to enable that more cohesive journey. • The survey found: 46 percent of respondents were currently using “some form of mobile marketing, either SMS, push notifications, mobile apps or location-based functionality” vs. 23 percent a year ago • Among those doing mobile marketing 68 percent had integrated it into their broader marketing strategies • 27 percent of marketers have a mobile app; an additional 34 percent were planning to create one in the coming year Mobile has to be tied into ALL marketing efforts
- 17. But we’re still early in marketers marketing through Mobile Apps “One of the big trends I am always on the look out for is consumer marketing teams engaging consumers in smart, innovative ways through a mobile app, rather than just in a transactional way. But so far I haven’t found any really strong compelling examples of consumer marketing teams doing this well yet” - Kathy Hawkins, Director of Engagement Marketing, OpenTable
- 18. Seamless experience with mobile as a component
- 19. • Create an app that is useful and provides value • Communicate benefits and features regularly with your app users via: • in-app messaging/dynamic content in app • Push notifications • Email (Marketing Automation) • Loyalty programs • Build a community outside of the app • Blogs, Facebook, Twitter • Users should be able to move seamlessly between these 3 Tips to help engagement of an App
- 21. Mobile Marketing Plan- Step 1. Review your Customer Journey and Communication Map. Understand all touch points. Begin to think about if you were a consumer, how would you interface with your brand via mobile? • Mobile Website • Open email on mobile device • In an App • Mobile coupons/mobile wallet • Ibeacons in store tied to mobile http://www.clickz.com/clickz/column/2191650/optimizing-social-media- across-the-customer-lifecycle
- 22. But wait! The previous chart didn’t have mobile! Mobile Ads Mobile Email Mobile Web or APP APP APP
- 23. Mobile Marketing Plan- Step 2. Provide mobile functionality for existing channels (web, email) • Mobile Formatted Landing Pages • Mobile Formatted Email • Mobile coupons/mobile wallet • Consider more mobile friendly design. • Larger buttons • Larger Call to Action
- 24. Mobile Marketing Plan- Step 2 (continued) 66 percent of all email in the US is now opened/read on smartphones or tablets and 34 percent is viewed on a desktop. http://marketingland.com/majority-emails-opened-apple-devices-android-users-pay-attention-115945 Jan 2015
- 25. Mobile Marketing Plan- Step 2 (continued) More than half of digital traffic online now comes from mobile devices and through mobile apps. http://smallbiztrends.com/2014/07/online-traffic-report-mobile.html A comScore report says smartphones and tablets combined now account for 60 percent of all online traffic up from 50 percent a year ago.
- 26. Mobile Marketing Plan- Step 3. Mobile App • Create a meaningful App that provides value to your audience. • Build a communication plan to acquire app installs, communicate with those that have installed and consistently engage. • Build a community outside of the app • Blogs • Facebook/Twitter • Social
- 27. Mobile Marketing Plan- Step 4. Seamless “omni-channel” experience in mobile, web, email • Each channel leveraging data and activities from all channels to allow for more personalized engagements with customers.
- 28. Example :
- 29. “Consistently sharing relevant content is a key component of our mission, but it can be infinitely challenging when you have tens of millions of users across multiple channels. Marketo helped us address this significant challenge, gave us the ability to scale and helps us leverage things like personalization, analytics and segmentation to deliver the right content to the right people at the right time.” ~ Tara-Nicholle Nelson, Vice President of Marketing
- 30. 65 million users 15 languages #1 on iTunes, Google Play Stores last 3 years Top 10 in 65 countries 12 billion foods 50 billion calories burned via API 28 million recipes 150 million+ pounds lost world’s most popular health & fitness app
- 31. • In 2012, MyFitnessPal sent 1 email to their user base • In 2013, MyFitnessPal sent 4 emails to their user base • Prior to Marketing Automation, emails had to be created by Engineering resources MyFitnessPal- Before Marketing Automation
- 32. • Begin more regular communication with users • Phase 1: Relevant, Personalized Email • Phase 2: Push notifications/In-App messaging • Build a community: • “Hello Healthy Blog” • Facebook and Twitter MyFitnessPal Strategy
- 34. Results: Customers loved the engagement!
- 35. What were the results? Source: MyFitnessPal
- 36. MyFitnessPal Results 2 Hello Healthy Blog one of top Health & Fitness destinations Huge growth of Facebook/Twitter Sources: Google Analytics, Rodale, Hearst, Time, Inc.
- 37. Marketing Automation can power huge increases in retention for your mobile app. Treat an app like a mobile version of your web experience- you have to drive your audience to visit and return. App users must move seamlessly between an app, the web and social channels Tweetable Takeaways • Marketing Automation can power huge increases in retention for your mobile app. • Treat an app like a mobile version of your web experience- you have to drive your audience to visit and return. • App users must move seamlessly between an app, the web and social channels @michaelstocker
- 38. Questions?
- 39. Thank you! Mike Stocker, Director, Business Development Twitter: @michaelstocker @Marketo #mktgnation
Editor's Notes
- #2: Update with new cover from visual brand deck.
- #5: Why is mobile so important? Do I really have to ask this?
- #6: How many of you have gone to a dinner, where everyone is on their phone? Or a concert, or even just walking down the street?
- #7: Right click on video to play.
- #11: Forrester asked: What are your top 3 initiatives and priorities for your digital business in 2015?? 58% of respondents indicated Responsive Design, Mobile Site Optimization and App Development- basically MOBILE
- #23: The previous chart was made in 2012, probably too early to fully consider the huge impact of mobile, and as such didn’t address mobile. In this slide’s chart I’ve taken a stab at adding mobile to the mix.
- #31: How many of you listening today have MyFitnessPal installed on your device? Here is a little bit about the company.
- #34: MyFitnessPal now sends 4 messages per week as compared to 2012 or 2013 with Marketo Marketing Automation. They send helpful good content around healthy eating, including recipes, exercise tips and tricks and messages about how to use the app. One of their strategies has involved Building out a community via their Hello Healthy blog (The MyFitnessPal app’s blog).
- #36: Results of MyFitnessPal’s usage of Marketing automation- A huge increase in user engagement! 500k users reactivated weekly, a 10% increased user engagement- and 4MM monthly unique visitors to their Hello Healthy Blog.
- #37: We talked about a huge increase of 4MM users to the Hello Healthy blog- but did you know that it makes the blog one of the most trafficked health and fitness destinations on the web if you look at monthly uniques? Many of these visitors were driven via marketing automation campaigns that helped to drive users to get great recipes or fitness tips. This great engagement also helped to build the MyFitnessPal community- driving impressive growth in Facebook and Twitter presence. Talk about moving seamlessly between channels- from using the app, to receiving emails, to visiting a blog on the web and then to engaging via social channels like Facebook and Twitter.