Join us as we feature a guest speaker from Forrester Research to bring you our newest webinar 'Marketers Must Embrace the Mobile Revolution.' In the webinar you'll learn: 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?

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MARKETERS MUST EMBRACE
THE MOBILE REVOLUTION

2. 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
Predictive
analytics
Public as-a-service
capabilities
Connected products
Insight from
devices and sensors Systems of engagement
Social
Curated, personalized
content

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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 moment
Borrowed moment
Marketing:
Loyalty moment
Sales:
Influenced sales
moment
Sales:
Impulse purchase
moment
Customer service:
Information moment Product:
Setup moment
Use moment
Care 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.
Analyze
results to monitor
performance and
optimize outcomes.
Design
the mobile
engagement.
Engineer
your platforms,
processes, and
people for mobile.
Identify
the 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
thusson@forrester.com
@Thomas_Husson

26. $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

27. 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.

28. “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

29. Mobile marketing is complex and produces lots of
data

30. How do you
measure mobile?

31. It’s not like measuring desktop ads

32. Cookies

33. Pixel Tags

34. URL
Parameters

35. Mobile App Attribution

36. Mobile App Attribution

37. Mobile App Attribution

38. Mobile App Attribution

39. Mobile App Attribution

40. Mobile App Attribution

41. Mobile App Attribution

42. The evolution of
mobile attribution

43. 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

44. Why do you need
proper attribution?

45. Campaigns across paid, owned,
and earned channels

46. Attributing
all events back to
the
source
• Impressions
• Installs
• Opens
• Clicks
• Registration
• Subscription
• Login
• Purchase
• Add payment method
• and more!

47. Better results through unification of data
across multiple marketing channels.

48. You need to know what’s driving
results - and what’s not

49. Measuring success

50. App store analytics report
How are users finding
your app within the app
stores?

51. Funnel report
What are the
important flows
and goals in your
app that you want
users to follow and
complete?

52. Are there data patterns with
groups of users?
Cohort report

53. What is the length of
engagement of your
users over time?
Retention report

54. How frequently
are users
coming back to
your app?
Loyalty report

55. What value
are users
contributing
to your
bottom line?
Lifetime value report

56. Questions?