© 2015 Forrester Research, Inc. Reproduction Prohibited 1
Push Mobile App Engagement To The Next Levelin partnership with
© 2015 Forrester Research, Inc. Reproduction Prohibited 2
Gail Ennis, CMO, Follow Analytics@Followanalytics
Thomas Husson, VP, Principal Analyst, Forrester@Thomas_Husson
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Housekeeping
1. Webinar will be recorded and sent out
2. Participation is encouraged! Have questions during the webinar? Great!a. Ask using the question box b. Questions will be addressed in the last 10
minutes
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Agenda
1. Current state of mobile 2. Mobile moments and the mobile mindshift 3. The future of Push notifications4. The challenge for marketers5. Best Practices
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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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Mobile expectations are soaring
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Personalize and contextualize mobile moments 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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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift penetrates the beating heart of your business
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The mobile moment happens here
Companies
Platforms
People
Processes
Mind Devices Applications
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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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The holy grail of one-to-one marketing
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Push notifications offer better mobile engagement
✓ An improved and more engaging user-experience✓ An in-depth measurement tool ✓ A detailed targeting tool✓ An inexpensive way to reach out to your best
customers
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Brands prioritize push notifications
Base: 182 executives who either own or have extensive knowledge of their mobile strategy and servicesSource: Forrester Q2 2014 Global Mobile Maturity Executive Survey
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Marketers are starting to use push notifications to meet their goals
✓ Up sell and cross sell services through targeted offerings
✓ Optimize mobile app usage✓ Test offerings in real-time✓ Become a core part of the product experience✓ Increase the value of advertising inventory
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Reward customers when they are most likely to engage with your brand
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Add value and up-sell services through targeted offerings
✓ Value-add: Protection alerts to combat identity theft verify charges
✓ Context: Geo-located discounts and special offers for partner retailers
✓ Incentive: Instant rewards and points encourage app usage
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Drive lead generation for faster time to revenue
CRM partnered with mobile analytics give 360 view of user
Relevant and contextual messages impact increase in test drives and shorted customer decision cycle
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Test offerings in real time
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Innovate your business and create new services
● Habit@t uses sensors to detect hazards such as floods, fires and blackouts.
● In times of need it triggers alarms to notify users, call centers capable of dispatching timely response units.
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Companies
Platforms
People
Processes
Mind Devices Applications
The hard work happens here
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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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Push notifications will move beyond mobile apps
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STEP UP TO ENGAGEMENTIt’s Not Just About the Ads, Although $48B Will Be Spent on Mobile Advertising in 2015!
Typical Lifecycle of Today’s Mobile Apps
PEAK
Marketers Can’t Leverage Their Investment to ROI
Here’s The Challenge:
3 of 4 mobile apps uninstalled after download Only 16% of users opt-in to notifications
App Development App Acquisition App Engagement
$48B
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BEST PRACTICES For Mobile EngagementTo Get Mobile Moments
1. CONNECT to CRM
2. USE all five levels of mobile engagement
3. LEVERAGE mobile marketing automation
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Feed your CRM with mobile user profiles to optimize all your multi-channel marketing
Augment your mobile marketing with CRM data for ultra personalized and relevant push & in app messaging
Use “code-less” connectors to reduce reliance on IT and consultants
CONNECT TO CRM
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BROADCAST
Broad Reach
2-5%
RELEVANCE
Custom Reach
12-18%
CONTEXTUAL
Geo Fencing & Situation
19-24%
PERSONALIZED 1:1
CRM & Self- Triggered
>25%
Level
Value
Conversion Rate
Sample Message
SEGMENTATION
Targeted Reach
5-12%
Embrace All Five Levels of ENGAGEMENT STRATEGY
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Key requirements:
Uses Deep Analytics & Machine Learning
Creates Rich Mobile Profiles
Has “Click & Connect” to CRM
Supports User-Triggered Interactions
Is Designed for Marketers
Supports Internet-of-Things Devices
Not complicated, easy to get up and going everything you need in one place
Leverage MOBILE MARKETING AUTOMATION TECHNOLOGY
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Phases of Mobile Marketing Maturity
Drive UserAcquisition
Ad NetworksAttribution Analytics
Nurture Activists & Loyal Users
Engagement CampaignsCustomer Experience Analysis
DeliverRelevant Value
1:1 Self-TriggeringContextual CampaignsROI Analysis
CreateApps
Apple Store ProcessDownload Analytics
Presence Visibility Engagement Contextuality
Tim
e
Context X Relevance = Value
The race to value
28
The more I understand your needs, interests, behavior, history & location, the more value I can create for you
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Thomas Husson [email protected]@Thomas_Husson
Gail Ennis [email protected]@followanalytics
Thank YouQuestions?
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