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Making Mobile Meaningful
1. How to Make Your Mobile
Marketing More Meaningful
Mike Stocker
Dir. Business Development Twitter: @michaelstocker
2. • Ask questions! Add your questions to the chat box and
we will get to them after the webinar concludes
• The recording and slides will be sent to you later today!
• Feeling social? Use #mktgnation and @michaelstocker on
social
Housekeeping
3. • Why Mobile is so important for Marketers
• The mobile marketing technology “stack”
• Mobile marketing strategies and tactics
• How to design a mobile marketing plan for your business
• The role of mobile in the modern customer journey
High level topics
8. • Mobile is the top attention medium in the US. That’s been
confirmed by Flurry, Nielsen, ad network InMobi and once
again by comScore, which affirmed to Internet Retailer (based
on previously released data) that the bulk of digital media
time in the US is spent on mobile devices.
• More than half of Americans’ internet time is devoted to apps
with a minority of time spent on the mobile web. Last month
Flurry reported that Americans spent more time on mobile
devices than watching TV for the first time. That has been
true outside the US for some time.
In fact, Mobile is now the main channel
11. • April 2014 study, Flurry found the average American
spends 162 minutes on their mobile device daily, and
86% of that time is spent in apps!
• In surveying 3,500 global respondents, Compuware
reported that 85% favored mobile apps over a mobile
website.
Why Mobile Apps are so important
14. Mobile Tech Stack
Mobile Web
Responsive
templates, HTML 5
etc
Mobile Email
Apps
Mobile
Engagement
Mobile A/B Testing &
Optimization
Mobile CMS
Analytics
16. • According to the survey of 5,000 marketers in ten countries, nearly 90
percent (86 percent) say it’s increasingly important to “create a cohesive
customer journey” and mobile (applications) was identified as most
effective technology to enable that more cohesive journey.
• The survey found: 46 percent of respondents were currently using “some
form of mobile marketing, either SMS, push notifications, mobile apps or
location-based functionality” vs. 23 percent a year ago
• Among those doing mobile marketing 68 percent had integrated it into
their broader marketing strategies
• 27 percent of marketers have a mobile app; an additional 34 percent
were planning to create one in the coming year
Mobile has to be tied into ALL marketing
efforts
17. But we’re still early in marketers
marketing through Mobile Apps
“One of the big trends I am always on the look out for is
consumer marketing teams engaging consumers in smart,
innovative ways through a mobile app, rather than just in a
transactional way. But so far I haven’t found any really
strong compelling examples of consumer marketing teams
doing this well yet”
- Kathy Hawkins,
Director of Engagement Marketing,
OpenTable
19. • Create an app that is useful and provides value
• Communicate benefits and features regularly with your app users
via:
• in-app messaging/dynamic content in app
• Push notifications
• Email (Marketing Automation)
• Loyalty programs
• Build a community outside of the app
• Blogs, Facebook, Twitter
• Users should be able to move seamlessly between these
3 Tips to help engagement of an App
21. Mobile Marketing Plan- Step 1.
Review your Customer Journey and Communication Map.
Understand all touch points.
Begin to think about if you
were a consumer, how would
you interface with your brand
via mobile?
• Mobile Website
• Open email on mobile device
• In an App
• Mobile coupons/mobile wallet
• Ibeacons in store tied to
mobile
http://www.clickz.com/clickz/column/2191650/optimizing-social-media-
across-the-customer-lifecycle
22. But wait! The previous chart didn’t have
mobile!
Mobile Ads
Mobile Email
Mobile Web or APP
APP
APP
23. Mobile Marketing Plan- Step 2.
Provide mobile functionality for existing channels (web, email)
• Mobile Formatted Landing Pages
• Mobile Formatted Email
• Mobile coupons/mobile wallet
• Consider more mobile friendly
design.
• Larger buttons
• Larger Call to Action
24. Mobile Marketing Plan- Step 2 (continued)
66 percent of all email in the US is now opened/read on
smartphones or tablets and 34 percent is viewed on a
desktop.
http://marketingland.com/majority-emails-opened-apple-devices-android-users-pay-attention-115945 Jan 2015
25. Mobile Marketing Plan- Step 2 (continued)
More than half of digital traffic online now comes
from mobile devices and through mobile apps.
http://smallbiztrends.com/2014/07/online-traffic-report-mobile.html
A comScore report
says smartphones
and tablets
combined now
account for 60
percent of all online
traffic up from 50
percent a year ago.
26. Mobile Marketing Plan- Step 3.
Mobile App
• Create a meaningful App
that provides value to your
audience.
• Build a communication plan
to acquire app installs,
communicate with those that
have installed and
consistently engage.
• Build a community outside of
the app
• Blogs
• Facebook/Twitter
• Social
27. Mobile Marketing Plan- Step 4.
Seamless “omni-channel” experience in mobile, web, email
• Each channel
leveraging data and
activities from all
channels to allow for
more personalized
engagements with
customers.
29. “Consistently sharing relevant content is a key component of
our mission, but it can be infinitely challenging when you
have tens of millions of users across multiple channels.
Marketo helped us address this significant challenge, gave
us the ability to scale and helps us leverage things like
personalization, analytics and segmentation to deliver the
right content to the right people at the right time.”
~ Tara-Nicholle Nelson, Vice President of Marketing
30. 65 million users
15 languages
#1 on iTunes, Google Play Stores last 3 years
Top 10 in 65 countries
12 billion foods
50 billion calories burned via API
28 million recipes
150 million+ pounds lost
world’s most popular health & fitness app
31. • In 2012, MyFitnessPal sent 1 email to their user base
• In 2013, MyFitnessPal sent 4 emails to their user base
• Prior to Marketing Automation, emails had to be created
by Engineering resources
MyFitnessPal- Before Marketing
Automation
32. • Begin more regular communication with users
• Phase 1: Relevant, Personalized Email
• Phase 2: Push notifications/In-App messaging
• Build a community:
• “Hello Healthy Blog”
• Facebook and Twitter
MyFitnessPal Strategy
36. MyFitnessPal Results 2
Hello Healthy Blog one of top Health &
Fitness destinations
Huge growth of Facebook/Twitter
Sources: Google Analytics, Rodale, Hearst, Time, Inc.
37. Marketing Automation can power huge increases in
retention for your mobile app.
Treat an app like a mobile version of your web
experience- you have to drive your audience to visit
and return.
App users must move seamlessly between
an app, the web and social channels
Tweetable Takeaways
• Marketing Automation can power huge
increases in retention for your mobile app.
• Treat an app like a mobile version of your
web experience- you have to drive your
audience to visit and return.
• App users must move seamlessly between an
app, the web and social channels
@michaelstocker
39. Thank you!
Mike Stocker, Director, Business Development
Twitter: @michaelstocker @Marketo #mktgnation
Editor's Notes
Update with new cover from visual brand deck.
Why is mobile so important? Do I really have to ask this?
How many of you have gone to a dinner, where everyone is on their phone? Or a concert, or even just walking down the street?
Right click on video to play.
Forrester asked:
What are your top 3 initiatives and priorities for your digital business in 2015?? 58% of respondents indicated Responsive Design, Mobile Site Optimization and App Development- basically MOBILE
The previous chart was made in 2012, probably too early to fully consider the huge impact of mobile, and as such didn’t address mobile. In this slide’s chart I’ve taken a stab at adding mobile to the mix.
How many of you listening today have MyFitnessPal installed on your device? Here is a little bit about the company.
MyFitnessPal now sends 4 messages per week as compared to 2012 or 2013 with Marketo Marketing Automation.
They send helpful good content around healthy eating, including recipes, exercise tips and tricks and messages about how to use the app. One of their strategies has involved
Building out a community via their Hello Healthy blog (The MyFitnessPal app’s blog).
Results of MyFitnessPal’s usage of Marketing automation- A huge increase in user engagement! 500k users reactivated weekly, a 10% increased user engagement- and 4MM monthly unique visitors to their Hello Healthy Blog.
We talked about a huge increase of 4MM users to the Hello Healthy blog- but did you know that it makes the blog one of the most trafficked health and fitness destinations on the web if you look at monthly uniques? Many of these visitors were driven via marketing automation campaigns that helped to drive users to get great recipes or fitness tips. This great engagement also helped to build the MyFitnessPal community- driving impressive growth in Facebook and Twitter presence. Talk about moving seamlessly between channels- from using the app, to receiving emails, to visiting a blog on the web and then to engaging via social channels like Facebook and Twitter.