satisfy the demands of mobile with intelligent marketing automation
TRANSCRIPT
Bill Magnuson, Co-Founder & CTO Digital Summit Denver 2015
@appboy @billmag
SATISFY THE DEMANDS OF MOBILE WITH INTELLIGENT MARKETING AUTOMATION
Appboy is intelligent CRM for our mobile- centric world.
Appboy marketing automation operates on a massive global scale
• Managing 750M+ Users in 180 Languages
• Enterprise Clients in 5 Continents
• Processing 50+ billion events/month
• Adding over 100M users/month
1.The mobile marketing landscape
2. The 1:1 engagement opportunity
3. Delivering “right content, right place, right time”
4. Adapting to the non-linear customer journey
5. Key takeaways
Agenda
Today at Denver Summit 2015
01 HOW WE GOT HERE:
THE MOBILE MARKETING LANDSCAPE
Maslow’s Hierarchy (of Apps)
We’ve been here before…
But now, we have better tools: the next generation marketing cloud
02 THE COMPLEXITY:
ONE-SIZE-FITS-ALL OUTREACH DOESN’T WORK
As customers navigate between devices, platforms and in-person interactions, knowing their 360 degree profile is key.
Devices are getting more personal; customer expectations for targeted and relevant messaging are higher than ever before.
Users follow complex journeys and expect a tailored relationship
03 THE OPPORTUNITY:
RIGHT CONTENT, AT THE RIGHT PLACE, DURING THE RIGHT MOMENT
You need a holistic messaging strategy
PUSH EMAIL SLIDE-UP NEWS FEED
IN APPOUTSIDE OF APP
START WITH:
THE RIGHT CONTENT
Adapt your content and messaging to your customers’ interests
Magnify your owned first-party content
Incorporate real-time third party data via APIs and personalization
TAKE CONTENT AND DISTRIBUTE IT VIA:
THE RIGHT MESSAGING CHANNEL
Understand and plan for urgency vs. content richness
PUSH EMAIL
IN-APPNOTIFICATIONS NEWS FEED
Low Urgency
High Urgency
SimpleContent
RichContent
Leverage new channels and content experiences as they evolve
PUSH EMAIL
SLIDE-UP NEWS FEED
Use each channel for its strengths.
DELIVER YOUR MESSAGE IN THE RIGHT CHANNEL AT:
THE OPTIMAL DELIVERY MOMENT
Automatically adapt to individual schedules and usage patterns
04 IN PRACTICE:
ADAPTING TO THE NON-LINEAR JOURNEY
Guide your users from install to long haul
USER ONBOARDING AND RE-ENGAGEMENT
Guide your users from install to long haul
Guide your users from install to long haul
Guide your users from install to long haul
Guide your users from install to long haul
MAXIMIZING VALUE AND PROMOTING LOYALTY
Guide your users from install to long haul
Guide your users from install to long haul
Guide your users from install to long haul
Guide your users from install to long haul
KEY TAKEAWAYS
TAKEAWAY 01:
MOBILE NEEDS TO BE THE ENGINE TO YOUR OVERALL STRATEGY
TAKEAWAY 02:
THERE ARE MANY WAYS TO REACH YOUR CUSTOMER — USE WHAT’S BEST FOR EACH USER AND EACH MESSAGE
TAKEAWAY 03:
DON’T RE-INVENT THE WHEEL—LEVERAGE CONTENT THAT YOU’RE ALREADY CREATING
TAKEAWAY 04:
ELEVATE AND PERSONALIZE CONVERSATIONS WITH FIRST-PARTY DATA
