tune + forrester webinar: marketers must embrace the mobile revolution
TRANSCRIPT
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MARKETERS MUST EMBRACE THE MOBILE REVOLUTION
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Presenters
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Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm)
The expectation that I can get what I want in my immediate context
and moments of need
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Agenda› What is the mobile mind shift and why does it matter for marketers?
› What are the best practices in embracing the mobile marketing revolution?
› How should marketers leverage mobile to mature their marketing approach?
› Q&A
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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift penetrates the beating heart of your business
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Mobile expectations are soaring
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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 transportation
• Lost luggage• Navigation
• Customer service• Mileage status• Reward travel• Upcoming reservations
Serve customers in their mobile moments
Airline example based on user time
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Mobile will drive the biggest re-engineering of firms since the PC
The result:Context-rich mobile moments
Better mobile experiences
Predictiveanalytics
Public as-a-servicecapabilities
Connected products
Insight from devices and sensors Systems of engagement
Social
Curated, personalizedcontent
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Mobile is much more than a digital channel. It is the bridge to the physical world
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Mobile’s untapped value lies in contextual data
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Individualize experiences, not just on mobile but in the analog world as well
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From mobile-first to mobile as a catalyst for business transformation
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Mobile moments are present throughout the customer journey Marketing:
Manufactured momentBorrowed moment
Marketing: Loyalty moment
Sales: Influenced sales moment
Sales: Impulse purchase moment
Customer service: Information moment Product:
Setup momentUse momentCare moment
Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
Marketing: Social Depth moment
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Implement a business discipline to win in the mobile moment – the IDEA cycle
Start small with a platform
to extend.
Analyzeresults to monitor performance and
optimize outcomes.
Designthe mobile
engagement.
Engineeryour platforms, processes, and
people for mobile.
Identifythe mobile moments
and context.
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Entrepreneurial minds exploit and create the mobile mind shift
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Like Coca-Cola, borrow mobile moments on new marketing platforms such as WeChat
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Like Philips, add services to connected products via mobile moments
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Like McDonald’s France, leverage mobile as a catalyst for business transformation
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Like Lufthansa, differentiate mobile and tablet experiences
MOBILE: Most important task-oriented services are directly accessible via the home screen.
Source: Lufthansa iPad and iPhone app
TABLETS offer more rich-media and immersive experiences during the discovery and explore phase of the customer lifecycle
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Like Walmart, adapt to the context of your customers
Walmart’s mobile app use location as context for flipping into “store mode”
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Like Walgreens, build relationships through a timely communication channel
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Like Groupon, use analytics to reward customers when they are most likely to engage
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The payoff of making the mobile mind shift is to be present in the
mobile moments of your customers and employees so
they don’t turn to someone else.
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forrester.com
Thank you
Thomas Husson
@Thomas_Husson
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$4.6B+OF APP REVENUE WILL BE PRODUCED IN 2015
105%GROWTH IN MOBILE AD REVENUE IN 2014
30%OF 2014’S MOBILE AD SPEND WAS SPENT ON APP INSTALL ADS
76%GROWTH IN APP USAGE IN 2014
The Mobile opportunity is massive (and still growing)
Source: Flurry Analytics, eMarketer, Business Insider Intelligence
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But mobile marketers need a simple way to know what’s driving results and how to manage investments across channels.
It’s a great time to be a mobile marketer.
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“The reality is that the ‘customer journey’ is a crazy zig-zag of data points, and marketers really don’t know which ones are influential and which are not — making it hard to allocate future marketing spend.”
John Koetsier-VentureBeat VP of Research, 2015
Mobile marketers need a multi-channel solution
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Mobile marketing is complex and produces lots of data
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How do you measure mobile?
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It’s not like measuring desktop ads
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Cookies
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Pixel Tags
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URL Parameters
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Mobile App Attribution
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Mobile App Attribution
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Mobile App Attribution
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Mobile App Attribution
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Mobile App Attribution
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Mobile App Attribution
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Mobile App Attribution
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The evolution of mobile attribution
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Use multiple ad network SDKs, incur 10% - 20% higher UA costs paying for the same install credited to different networks
Run campaigns with only a few publishers for less overlap
Work with a technology partner that handles attribution
Build internal system to handle attribution
Evolution of mobile attribution
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Why do you need proper attribution?
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Campaigns across paid, owned, and earned channels
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Attributing all events back to
the source
• Impressions• Installs• Opens• Clicks• Registration• Subscription• Login• Purchase• Add payment method• and more!
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Better results through unification of data across multiple marketing channels.
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You need to know what’s driving results - and what’s not
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Measuring success
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App store analytics report
How are users finding your app within the app stores?
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Funnel report
What are the important flows and goals in your app that you want users to follow and complete?
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Are there data patterns with groups of users?
Cohort report
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What is the length of engagement of your users over time?
Retention report
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How frequently are users coming back to your app?
Loyalty report
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What value are users contributing to your bottom line?
Lifetime value report
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Questions?