Mobile First: 5 Tips for Integrating Mobile with Marketing Automation
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This document summarizes a webinar about integrating mobile marketing with marketing automation. It discusses how mobile usage is growing rapidly, especially among students. It recommends adopting a mobile-first approach and choosing tools that allow quick mobile optimization and faster multi-platform messaging updates. The webinar demonstrates a mobile marketing platform that provides mobile web tracking and ties into Marketo lead generation features. Future plans include enabling location-based services and push notifications through a native mobile app.
Mobile First: 5 Tips for Integrating Mobile with Marketing Automation
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Mobile First: 5 Tips for Integrating Mobile with Marketing Automation #LaunchPoint Eric Hollebone, Algonquin College Eric Kim, Modo Labs Travis Kaufman, Marketo
- 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Travis Kaufman Developer Evangelist Marketo Eric Kim VP, User Experience Modo Labs Eric Hollebone Director, Marketing Algonquin College
- 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #LaunchPoint
- 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How can I optimize across all these devices?
- 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kurogo™ Framework from Modo Labs
- 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Ancient History (c.2008)
- 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential v
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Mobile Optimization Responsive Mobilization
- 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kurogo Publisher
- 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Overview • 20,000 FT & 35,000 PT Students • 4 campuses + online • Salesforce/Marketo client for 30 months • Using Marketo for: • Student Recruitment (Hybrid B2C/B2B) • Corporate Training (B2B) • Student Retention (Customer Satisfaction)
- 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential A little about me • Customer #48, using Marketo since 2008 • Marketo Champion (repeat)/Ottawa (Canada) User Group Leader • Certified Technical Consultant and…. Whatever the new cert is. • Passionate about forms, APIs and other integrations
- 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Traditional Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour
- 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Modern Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour CRM Lead Nurturing
- 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demand Generation – Lead Nurturing (Before) Open House Campus Tour Applicant Registered
- 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demand Generation – Lead Nurturing (Current) Open House Campus Tour Applicant Registered
- 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Personas (Our Targets) Jasper Tori Cory Rhonda Jack High Schooler Out of Towner Late Bloomer Upgrader Social Learner • 17-19 yrs • Eastern Ontario • Low-Mid family income • One parent went to College • Updates Facebook daily • Texting machine • 17-19 yrs • Ontario • Mid-High family income • Parent attended out of town PSE • Updates Facebook daily • Texting machine • 19-24 yrs • Ottawa/Eastern Ontario based • Works low paying job • Disenchanted with High School • Highly social • Facebook and Twitter daily • 25-35 yrs • Canada • Earning $25-40k • Graduated from PSE within past 10 years • Uses email regularly for work • Moderate Facebook user. • 50-75 years • Ottawa/NCR based with easy access to car or transit • Mid-High family income • Uses email regularly • Seeks personal interaction throughout sales cycle
- 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Our Client Client profile • Age: 17-25+ • Household family income <$65K • 3.4 Devices per person • 10x growth in mobile access of websites, >25x growth to backend systems (LMS, Student Information System) in 3 years
- 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Our quickly changing prospects Market profile • Age: 13-18+ • 78% have a cellphone • 37% of all teens have a smartphone, up almost 60% in two years • Almost 25% use cellphone as their primary tool to access the internet compared to 15% for adults • Economics, rural/urban not significant factors • 23% have tablets, same as adults Source: http://pewinternet.org/Reports/2013/Teens-and-Tech.aspx, March 13, 2013
- 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Algonquin’s Mobile strategy Why – Nearly 70% of students visit a college site on a mobile device* – before they step on campus Strategy • Limited content available on Mobile-First until inflection point (sea change) in traffic • Mostly static content except for feeds • Shallow Information Architecture (IA) o 2-3 page depth, then links to responsive site. o Leverage feeds from responsive site to make dynamic • Mobile web tracking via munchkin code • Marketo Form aware *Source: http://campustechnology.com/articles/2013/09/12/without-mobile-first-strategy-kiss-students-goodbye.aspx
- 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Delivery - Responsive • Handles the majority of the traffic currently • uses browser User Agent + CSS to scale • Poor UI/UX for mobile & right-click; “ok but not great” • Uses jQuery mobile as a band-aid
- 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Delivery – Mobile-First • Designed for touch, small screen • Small network payload • Optimized user experience especially video • Multi-platform capable: • Device location
- 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why this Modo Labs mobile offering Like Marketo puts lead engagement back to the hands of marketers, Modo Labs provides the same approach for mobile Other considerations: • Needed a mobile marketing platform to be able to manage • Mobile web tracking via munchkin code • All the goodness of behavioural scoring, triggering • Marketo Form aware
- 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential DEMO FOLLOW ALONG ON USING HTTP://ALGONQUION.DEMO.MODOLABS.COM https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=714344987 https://play.google.com/store/apps/details?id=com.algonquin.recruitment
- 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Future Directions – Algonquin’s mobile roadmap Modo Labs allows “Appification” • Allows access to device’s services and sensors o GPS, camera, user data etc. o Self-guide tours, push notifications • Gets user identity from the device and submits data via SOAP (REST maybe) Api • Only asks for user permission once. • Geo-Location can be tied to campus services.
- 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Summary – Your 5 tips • It's not always enough to just mobilize. You need to think mobile-first and mobile-optimized. • Choose tools that let you get mobile-optimized fast, and let you update your multi-platform mobile messaging faster. • Use mobile as the linchpin of your multi-channel demand generation. • You – not your developers or IT staff – need to be in charge of your mobile messaging, across your mobile web and native app channels. • Tie your mobile marketing into Marketo tracking and lead generation.
- 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
- 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Speakers Travis Kaufman Marketo Developer Evangelist tkaufman@marketo.com @travis_kaufman Eric Kim Modo Labs VP, User Experience eric.kim@modolabs.com @huafi Eric Hollebone Algonquin College Director, Marketing hollebe@algonquincollege.com @erichollebone
- 29. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!
Editor's Notes
- #12: Hybrid selling B2C scale with B2B considered purchase options, relationship building.
- #14: This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
- #15: This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
- #16: In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage.
- #17: In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage.
- #19: Explosive growth in the number of mobile devices attaching to networkBack-office access even higher
- #20: High school students are already mobilizedBecoming mostly smartphone usersIt is where our next customers are already in the high schools.
- #21: Start slow
- #24: Adds mobile to the mix, not a replacement for existing CMS – I am able to do it with less than 10 hour in using the platform, not ramp up time just get going.Hire expensive consultant/external firmGet ITS/internal to build it.