A look at the emerging technology: mobile marketing automation and how it can empower brands to build omnichannel experiences.

1. MMA Webinar Series
December 10, 2015
How Mobile Marketing Automation Can Help You
Drive A Mobile First Omnichannel Strategy
Sponsored By:

2. 2
MMA Purpose
For more information about membership email: membership@mmaglobal.com
WHO | The People We Serve
Prime Audience: Chief Marketers
By helping Marketers do Mobile better, everyone wins. MMA membership represents
Marketers, Agency, Media and Technology Enablers from across the globe.
MMA is 800+ Members
Strong Globally
Marketers, Agencies, Media
Sellers, Technology & Operators
WHY | Our Reason for Being
Mission: To accelerate the transformation and innovation of marketing through mobile,
driving business growth with closer and stronger consumer engagement.
WHAT | Our Strategic Priorities
Cultivating Inspiration
Aimed at the Chief Marketer; guiding best
practices and driving innovation
Building Capability for Success
Fostering know-how and confidence
within the Chief Marketer's organization
Demonstrating Measurement & Impact
Proving the effectiveness and impact of
mobile through research providing
tangible ROI measurement and other data
Advocacy
Working with partners and our members
to protect the mobile marketing industry

3. 3
Managing Your Questions
Share the Insights
#MMAWeb

4. 4
Presenters
Moderator
Gail Ennis
CMO
FollowAnalytics
@Followanalytics
Antony Gardez
Head of Product
FollowAnalytics
Leo Scullin
Head of Global Industry Initiatives
Mobile Marketing Association

5. Agenda
5
1. The State of Marketing
2. Importance of Mobile Moments
3. Automating Mobile Engagement
4. Essential Checklist

6. About FollowAnalytics
Headquartered
in San Francisco
Headquarters Offices
Offices in Paris
and Montreal
21 Customers
in the Fortune 500
Investors
Aspect Ventures,
Sapphire Ventures,
Salesforce Ventures
& Zetta Ventures
Customers
6

7. Companies We Are Working With
7

8. The State of Marketing Today
8
Source: ComScore
Mobile interactions have
surpassed the desktop
Mobile has become an essential
platform to the entire customer lifecycle
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2007 2008 2009 2010 2011 2012 2013 2014 2015
No. of Global Users (Millions)
Mobile
Desktop
of smartphone shoppers
user their phone for pre-
purchasing activities such
as comparing prices.
of smartphone shoppers
also use their devices to
help shop while in a store.
90%
84%
Includes:
browsing product
information or finding
promotional offers.

9. Where Marketers Fall Short
9
Not providing a
seamless and integrated
experience across all
their channels
1
Not keeping up with
consumers when it
comes to adopting new
technologies
2
Focusing on selling,
instead of using new
platforms to add value
and build experiences
3

10. Brands need to engage customers in their Mobile Moments
10
There are countless opportunities for mobile
marketers to reach and engage users:
US has approximately 200
million smartphones
According to Forrester,
smartphone users interact
w/ their phones anywhere
from 150/200 times a day

11. Long-term customer value is the priority for app owners
11
 64% prioritized existing customers
 Improving customer service: 38%
 Fostering customer loyalty: 26%
 Shift over the past 2 years from
transactional.
 App plays much higher role in lifetime
value of customer - higher ROI!
171 (38%)
106 (24%)
53 (12%)
118 (26%)
0
50
100
150
200
What's the primary purpose of your
mobile presence?
Improve customer service
Increase revenue
Foster customer loyalty
Extend the experience from the web

12. Mobile Moments Serve the Entire Customer Journey
12
ENGAGE
USE BUY
EXPLORE
DISCOVER
ASK
Marketing
Loyalty moment
Marketing
Social Depth moment
Customer Service
Information moment
Product
Setup, Use & Care moment
Sales
Impulse purchase moment
Sales
Influenced sales moment
Marketing
Manufactured moment
Borrowed moment
Source: “The Customer Life Cycle: A Blueprint For
Customer-Obsessed Enterprises” Forrester report

13. Getting Started With Serving Mobile Moments
Have an App, not sure what next steps are
Know what features
and pages of your
app your customers
are actively using 1
Build innovative and
experimental campaigns with
specific goals and test them on
a small user base 2
Leverage existing
technology to help
you get the results
you want 3
Just starting Out – Don’t’ Even Have an App
Analyze how your customers use
your product and map out
opportunities for mobile moments.
Think beyond the sale. 1
Find companies that
are innovating or
disrupting your space
and learn from them. 2
Get started today. Don’t wait to have
the perfect plan. Try new programs
with your most loyal customer base.
They are the most forgiving 3
13
Source: Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester

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Introducing Mobile Engagement Automation
“Marketing technologies that use real-time and contextual insights to
proactively engage with known users in the appropriate mobile moment
across the customer life cycle via a mobile device”
Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester

15. Benefits Delivered From Using MMA Solutions
15
Source: Mobile Marketing Automation, How The Most Successful
Apps Drive Massive Engagement & Monetization, VentureBeat
“The good news is that higher
engagement, retention and
increased revenue are among
the top results of implementing
mobile marketing automation,
with higher engagement being
the single most cited benefit…”
Mobile Marketing Automation Report
VentureBeat
Higher ratings
Lower user acquisition costs
More downloads
Haven’t really started yet
Better insight
Increased conversions
Omnichannel
No benefit
Increased Revenue
Retention
Minor benefits
Increased engagement
0 5 10 15 20 25 30

16. Mobile Marketing Automation
helps brands engage with
their customers 1:1 in the
right time and place.
16
Welcome. You're
already checking
into your room.
Head on over to
room 503.

17. Create Cross-Channel Customer Experiences
17
Personalized Email –
incentivizing app download
Nurture on site Newsletter opt-in Downloads app
Trigger based
Onboarding Message
Email inviting
customer to boutique
pop weekend event
Personalized Contextual
discount coupon sent
based on geo-location
Coupon used. First
purchase
Mobile push to check on
quality of experience
Social evangelizing
Personalized email with
curated content based
on purchase
Clicks on ad for
retailers
Customer Data Systems (CRM) FollowAnalytics

18. L’OREAL
18
Bringing the in-store experience to
your couch – it’s never been easier
to try L’Oreal’s products
Mobile experience is integrated into
their overall marketing strategies and
systems/solutions
Tie experience and content directly
to the commerce action

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BNP Paribas Cardif
Built Habit@t – a solution that uses
sensors to detect hazards such as
floods, fires and blackouts.
During times of emergency alarms
are triggered to notify users, call
centers and other dispatch units.

20. 20
Louis Vuitton
Launched City Guides on iOS –
personal tours across 12,000
locations right from their phones
App features include: customized 24
hour agendas, celebrity “hosts”,
location-aware maps and the ability
to connect with other travelers

21. Renault
21
THIS COPY WILL COME FROM GUILLOME AND ANTONY.

22. Essential Elements of Mobile Engagement Automation
22
1 Powerful mobile analytics
2 Data from 3rd party or custom data system
3 Machine learning and predictive analytics
4 Intuitive dashboard lets you easily a
variety of push & in-app campaigns

23. Mobile Engagement Automation– The Essential Checklist
23
THE ESSENTIALS CHECKLIST
Is it rich enough?
Are there a rich variety of campaigns for you to chose from? Video, pictures, in-app, contextual and geo-targeted?
Is it powerful enough?
Can campaigns be scheduled and also self-triggered by any action inside or outside your mobile app
Is it real time?
Can the technology support an immediate real time interaction with your customers, in their mobile moment?
Is it friendly enough?
Can marketers use the solution to analyze data and build campaigns without relaying on I.T.?
Is it quick?
Can you get set up with your new technology and start sending campaigns quickly?
Is it connected?
Will it easily plug into your existing CRM and other customer data systems to trigger campaigns?
Is it smart?
Does it use machine learning and predictive analytics to make recommendations about what you should be doing?
Is it scalable and secure?
Can you trust the solution to scale as your business grows?

24. Questions?
24

25. Be Inspired and Learn
Nov 18, ‘15
The Smarties
Gala UK
Personalizing the In-App
Experience: Success Stories from
Leveraging Website Best Practice
and Tracking Behavior Real-Time
Nov 19, ‘15
Nov 20, ‘15
MMA Forum
Singapore
Demystifying Location
Data Accuracy
Nov 23, ‘15
Dec 03, ‘15
MMA Forum
Paris
Putting Geotargeting
Tools to Work for You —
Reach Relevant Users
Based on Location
Dec 03, ‘15
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