tune + forrester webinar: marketers must embrace the mobile revolution
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© 2015 Forrester Research, Inc. Reproduction Prohibited 1
MARKETERS MUST EMBRACE THE MOBILE REVOLUTION
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
© 2015 Forrester Research, Inc. Reproduction Prohibited 5© 2015 Forrester Research, Inc. Reproduction Prohibited 5
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
Predictiveanalytics
Public as-a-servicecapabilities
Connected products
Insight from devices and sensors Systems of engagement
Social
Curated, personalizedcontent
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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 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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Implement a business discipline to win in the mobile moment – the IDEA cycle
Start small with a platform
to extend.
Analyzeresults to monitor performance and
optimize outcomes.
Designthe mobile
engagement.
Engineeryour platforms, processes, and
people for mobile.
Identifythe 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
$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
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.
“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
Mobile marketing is complex and produces lots of data
How do you measure mobile?
It’s not like measuring desktop ads
Cookies
Pixel Tags
URL Parameters
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
The evolution of mobile attribution
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
Why do you need proper attribution?
Campaigns across paid, owned, and earned channels
Attributing all events back to
the source
• Impressions• Installs• Opens• Clicks• Registration• Subscription• Login• Purchase• Add payment method• and more!
Better results through unification of data across multiple marketing channels.
You need to know what’s driving results - and what’s not
Measuring success
App store analytics report
How are users finding your app within the app stores?
Funnel report
What are the important flows and goals in your app that you want users to follow and complete?
Are there data patterns with groups of users?
Cohort report
What is the length of engagement of your users over time?
Retention report
How frequently are users coming back to your app?
Loyalty report
What value are users contributing to your bottom line?
Lifetime value report
Questions?
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