mobile first: 5 tips for integrating mobile with marketing automation - algonquin college, modo...

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Mobile First: 5 Tips for Integrating Mobile with Marketing Automation

#LaunchPoint

Eric Hollebone, Algonquin CollegeEric Kim, Modo LabsTravis Kaufman, Marketo


Your Speakers

Travis KaufmanDeveloper EvangelistMarketo

Eric KimVP, User ExperienceModo Labs

Eric HolleboneDirector, MarketingAlgonquin College


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


How can I optimize across all these devices?


Kurogo™ Framework from Modo Labs


Ancient History (c.2008)


v


Mobile Optimization

ResponsiveMobilization


Kurogo Publisher


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)


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


Traditional Approach

Open Hous

e

Recruitment

Presentation

Advertising

Campaign

Pick up Brochur

eWebsit

e

Tour


Modern Approach

Open Hous

e

Recruitment

Presentation

Advertising

Campaign

Pick up Brochur

eWebsit

e

Tour

CRM

Lead Nurturing


Demand Generation – Lead Nurturing (Before)

Open House

Campus Tour

Applicant Registered


Demand Generation – Lead Nurturing (Current)

Open House

Campus Tour

Applicant Registered


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


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


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

http://pewinternet.org/Reports/2013/Teens-and-Tech.aspx




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

http://campustechnology.com/articles/2013/09/12/without-mobile-first-strategy-kiss-students-goodbye.aspx


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


Content Delivery – Mobile-First

• Designed for touch, small screen

• Small network payload• Optimized user experience

especially video• Multi-platform capable:

• Device location


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


DEMO

FOLLOW ALONG ON USING HTTP://ALGONQUIN.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

https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=714344987

https://play.google.com/store/apps/details?id=com.algonquin.recruitment


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.


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.


Q&A


Speakers

Travis KaufmanMarketoDeveloper [email protected]@travis_kaufman

Eric KimModo LabsVP, User [email protected]@huafi

Eric HolleboneAlgonquin CollegeDirector, [email protected]@erichollebone

mailto:[email protected]




Thank you!

mobile first: 5 tips for integrating mobile with marketing automation - algonquin college, modo...

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