45. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.
46.
47.
48.
49.
50.
51.
52.
53. “I like to think of my phone as an
organizational tool, and keeping things
de-cluttered is the only way I can focus on
my tasks at hand.”
Nate, Production Team
DotComplicated
54. “I try to keep as many apps as possible on
the front screen so I don’t have to constantly
swipe through to check notifications.”
Liz, Editorial Team
DotComplicated
55. “I like to think of my homescreen as my
personal assistant, helping me get ahead on
tasks on-the-go.
Ashmi, MarketingTeam
DotComplicated
56. “I think of my homescreen as a second brain
that helps me store information and keeps
me organized.
Bradley, COO
DotComplicated
57. To maximize shelf space, brands
must map customers’ preferences
and interactions to their mobile
messaging strategies.
58. • Send a push
message/alert promoting
your preference center
soon after the customer
has downloaded/opened
your app.
• Include link in welcome
email to personalize app
settings.
Promote Your Preference Center
Make your app more relevant to customers and capture more accurate data.
59. Create Targeted Promos for App Users
Use email open data (on a mobile device) to create targeted promotions/dynamic
content for app users to promote the most relevant app download.
And
Or
Prompts to download
app in Apple store
Prompts to download
app in Android store
Prompts to download
app in Windows store
1) Send email 2) Opened on different devices 3) Send SMS and/or device-specific email with relevant app download
And
Or
And
Or
60.
61. Personalize the user experience
across channels by collecting
data about your consumers and
use it to deliver content tailored
to each individual.
102. When you start to farm and not
HUNT for new consumers.
You’ll harvest them for life.
103. Your marketing should be
tailored first and foremost to your
current customers and
employees.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113. • 24 years old
• Married
• Elementary School Teacher in NYC
• New WebMD User
• Has been trying to conceive for 2 months, and was
just old by her doctor she is 1 month pregnant
Meet Stacie
114. She clicks on a
promoted post within
her Facebook feed
about pregnancy 101
Fills out a Facebook Tab
for pregnancy 101 alerts
via email
115. She receives a triggered
alert thanking her and
asks for more
information
At the same time, a welcome
email is triggered also asking
for more information or to use
pregnancy calculator
Thanks for
entering!
Tell us more!
116. She is then dropped into
a pregnancy web page,
watches a video and
clicks on an ad for
maternity clothes
She uses the due date
calculator
117. She then engages with
an interactive quiz
suggestions for baby
names
She clicks on the ad for
the WebMD Baby App,
and installs it on her
Smartphone
Find a Baby Name
1. What was your first pet’s name?
Find a Baby Name
2. What street did you live
on growing up?
She logs in on her Mobile
App, and logs into her
WebMD profile and opts
in your push notifications
118. 7 Days: she gets a Pregnancy
and Baby Bulletin (Weekly), and
all articles are tailored to a
woman in her first trimester, with
highly personalized content
based on her articles browsed
Stacie may receive an push
alert based on her preference
about the upcoming milestone
(mobile) OR receive an email
about the upcoming event.
(email) This will be based on
her profile and preferences
Triggered Send
+7 days
GO BUY
A CRIB!
119. Stacie Smith @StacieSmith
@WebMD Will my skin go through any changes during #pregnancy?
WebMD @WebMD
@StacieSmith – Yes! Your skin will go through many changes.
Find out more here > bit.ly/4502ks
Stacie tweets from her mobile phone a question
regarding pregnancy and is answered by a
WebMD representative
120. 14 Days: she gets a Pregnancy and
Baby Bulletin (Weekly), and all
articles are tailored to a woman in
her first trimester, with highly
personalized content based on her
browsing and preferences
Triggered Send
+14 days
Personalization gets
better over time
Notes de l'éditeur
“Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
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Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
The email clients that block images by default have been struck through, but it’s changing all the time.
The email clients that block images by default have been struck through, but it’s changing all the time.
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This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.