webinar deck - how to achieve true mobile marketing agility
DESCRIPTION
AMA Webinar Deck - How to Achieve True Mobile Marketing AgilityTRANSCRIPT
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How to Achieve True Mobile Marketing Agility…Without the Shackles of an SDK
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Introductions
Karen WoodDirector, Product Marketing
Jeremy WoskaSr. Product Manager, Mobile
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Agenda
MOBILE MARKET OVERVIEW
THE MOBILE APP IMPERATIVE
SDK vs. NO-SDK
CASE STUDIES
Q&A
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Mobile Market Overview
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Mobile Is How We Live
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Size of Global Mobile Audiences & Smartphone Penetration
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U.S. Adoption of Smartphones & Tablets
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Mobile Has Merged Traditional Sales Channels
– 68% of smartphone owners use phones in stores (Forrester) – 65% of multi-screen consumers report that they began their shopping process from a
smartphone (Forrester)
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…and Mobile Has Changed the Customer Lifecycle
AcquisitionConversionRetentionCustomer service…and back again
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Mobile Influences Conversion: Positively and Negatively
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Loyal Mobile Consumers Are Your Biggest Advocates
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Apps by Marketplace & Downloads
Apps #’s by marketplace:– Apple iOS App Store:
1,564,664– Android Marketplace:
1,231,260
– BlackBerry World: ~256,668 v.7 & 10
– Windows 8 Store: 162,840
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POLL QUESTION #1:
Do you plan to launch, or have you already launched an app in any of the following stores:
- Apple’s App Store [ ]- Google’s Play Store [ ]- Windows Phone Store [ ]- No live apps [ ]- Don’t know [ ]
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Types of Mobile Applications
Mobile Web-AppA mobile optimized web page that looks like an app.
NativeDeveloped specifically for one platform. Can utilize device features such as camera, GPS, accelerometer, etc.
Hybrid Part native, part web app.
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Why Extend Your Digital Strategy to Mobile Apps?
Expanded view of the customerUnified view of the customerPersonalizationTargetingAB/MVT testing
Don’t limit these initiatives to the Web.
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360-Degree View of the Customer
Tag management data layer: – Unifies data from all channels– Enables action across channels– Fuels 1:1 customer experiences
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To SDK or Not to SDK: That Is the Question
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The SDK (“Software Development Kit”)
Implementing a SDK can be a time consuming processOnly the mobile app developer can make changes Changes are then compiled, and submitted to the app store Users must re-install or update the version of the app before the changes take effect
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SDK-Based Tagging Approach
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POLL QUESTION #2:
If you said your company has a live app earlier, how many app updates does your company make each quarter?
- 0 or 1 [ ]- 2 to 3 [ ]- 4 or more [ ]- I don’t know [ ]
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POLL QUESTION #3:
And our last poll, what % of users typically update their apps?
- 0 to 20% [ ]- 21 to 40% [ ]- 41 10 60% [ ]- 61 to 80%- 80 to 100%… [ ]
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The “No-SDK” Tagging Approach
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The Mobile Library
SwizzlingAspectJ Weaving Postsharp Aspect Weaving
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Unique Advantages
True, on-the-fly changesPerformanceApp optimization No app store resubmissionsSupports all upcoming new features…
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Ensighten’s Mobile Optimization
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Case Study: United Airlines
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United-Ensighten … A Long-Term Partnership
2012
2014
Web
Mobile Web
Mobile App
Kiosk
Digital Evolution with Ensighten
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Quick “Bug Fix”
Before After
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Quick “Bug Fix”
Before After
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Quick “Bug Fix”
Before After
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Retargeting
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Analytics
Before
OptimizationAd ServingMedia
Disjointed data collection
Optimization
Ad Serving
Analytics
Retargeting
Media
Centralized data collectionAfter
Ensighten Data Layer Centralizes Data Collection
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> 360 view of customer interactions
> Optimized digital experience
> Customized content
United’s 360-Degree View of the Customer
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In Conclusion…
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Key Takeaways
Smartphone adoption will continue to rise.Native mobile apps will drive future tech.Developing a strategy for mobile apps is important to your customers, and your business.Consider the limitations of an SDK when extending analytics tagging, and digital marketing technologies to mobile apps.
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Questions?
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Register Now: Protect Your Users’ Online Privacy
Webinar June 17th, 8:30 Pacific Time– Ensighten + Online Trust
Alliance (OTA)
Introduction to online privacyImpact of privacy practicesTools to enforce online privacy
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Thank You
www.ensighten.com
@ensighten company/ensighten /ensighten
www.linkedin.com/company/ensightenOmni-channel data and tag management
Web
Social
Discuss
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Thank You