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77%
Experts36%
64%
We prefer to try new technology by working with vendors that have expertiseWe prefer to try new technology on our own using in-house resources
Social Media Platforms
Snapchat
% Percentages
0 20 40 60 80 100
2
6
6
7
19
41
89
C.P.I.
A.I.
47%Good
Priority Phases for Customer Journey
People just getting our name out there so people know we exist
Securing new customers and/or users
Encouraging existing customers and/or users to increase activity
Targeting specific types of customers/users who are most valuable
Connecting with customers and/or users that have not had recent activity
None of these are top priorities
% Percentages
0 20 40 60 80 100
1
50
55
68
86
47
81%
Very
What phases of the customer journey are a priority for your marketing organization in 2017? Choose all that apply
Mobile Marketers are Optimistic about the
Future of Apps
App Marketers are focusing on data, citing machine learning (1st) & artificial intelligence (3rd) as the top new tech investments
for 2017
Video Continues to Grow Strong
in 2017
2017 Mobile Marketing Guide for CMOs
Customer Journey
Current success of your overall mobile marketing investments
How would you evaluate the current success of your OVERALL mobile advertising investments? Choose the one answer that most closely applies
How do you expect your investment in video for mobile marketing to change for 2017?
What types of video do you use or have plans to use for your mobile marketing? Choose all that apply.
Which of the following cutting-edge technologies do you plan to invest in to support your customer journey in 2017? Choose all that apply.
What social platforms are most effective for paid social campaigns? Choose all that apply.
At what stages of the customer journey do you use video? Choose all that apply.
What stage of the customer journey creates the MOST challenges for video? Choose the one answer that most closely applies
When dealing with new technology used for marketing, which of the following best represents your preferred approach?
How would you evaluate the current success of your VIDEO mobile advertising investments?
What challenges do you face with your current video advertising activities? Choose all that apply.
What business model do you prefer when it comes to video?
How important is video to your customer journey activities?
We know exactly what we are doing and it is paying off tremendously
We are getting good results, but still see room to improve
We are still figuring it out, but we see the potential for value
OPTIMIZING THE CUSTOMER JOURNEY ON MOBILE
YOUAPPI.COM
Now You Have the Tools to Optimize the Customer Journey on Mobile
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Trends in Mobile Video, Social, Re-Engagement & New Technologies
Leading Type of Mobile Video Advertisements
Future Technologies
Social Media Trends
What Stage of the Customer Journey Do You Use Video?
Video Measurement of Video Still a Challenge
CPI Leads in Video Business Model
User Acquisition with Video Still Challenging
Video is Working
77% feel that their mobile marketing investments are Good or Excellent
74% of mobile marketers will increase their investment in mobile video in 2017
47% say Video is Very Important in their Customer Journey Activities
The leading mobile video advertisements were Video for Social Media and In-App Video, cited by 48% of respondents, followed by Brand Video Advertising (38%),
Video for the Mobile Web (36%) and Rewarded Video (31%)
Machine Learning, Mobile Payments and Artificial Intelligence are the leading technologies respondents plan to invest in
89% of respondents said that Facebook properties delivered the best ROI, followed by
Instagram (41%) and then Twitter, Snapchat and Pinterest. Bright spots for Twitter included APAC,
where more than twice as many respondents said the company’s campaigns delivered the best
ROI vs. the Americas, and with Agencies.
81% use video for user acquisition
Additional Video Challenges Cited: Cross channel attribution, Customer acquisition with Credit Card, Don’t find good video providers, Full rate, Mobile, Need for more relevant content, Negative ROI, Pricing, ROI, ROI is a challenge. CPIs for video seem to be higher than for other channels, Video generation, Client budget, Maximizing reach
with TV, Video not fit for purpose (brand rather than acquisition focused), What is considered a qualified view
Other Video Business Models Cited: CPA, CPV, CPE, Cost per 50% view, Cost per Action, Cost per in App Action, Purchase
Other social media platforms mobile marketers are investing in:YouTube, LinkedIn, App-store ads, Criteo, Wechat, Musical.ly, VKontakte, Odnoklassniki
0% 25% 50% 75% 100%
1%22%60%17%
Excellent Good In Process Other
0% 25% 50% 75% 100%
6%28%47%19%
Critically Important Very Important Somewhat Important Not Important
Awareness:
User Acquisition:
Engagement:
Segmentation:
Re-Engagement:
None
1%
0% 25% 50% 75% 100%
9%17%74%
Increase No Change Decrease
Types of Video used for Mobile Marketing
Video for Social Media
In app videos
Brand video advertising
Video for mobile web
Rewarded video
We do not use of plan to use video for mobile marketing
% Percentages
0 10 20 30 40 50 60
11
31
36
38
48
48
Stages of Customer Journey Video Use
(i.e. video advertising with brand-centric content)
(i.e. video advertising with brand-centric content)
(i.e. training, introduce new features, give rewards for use)
(i.e. specific content for high-value customers/users)
(i.e. reaching out to existing users via their social channels)
% Percentages
0 20 40 60 80 100
40
34
62
81
71Awareness:
User Acquisition:
Engagement:
Segmentation:
Re-Engagement:
1%
86% of respondents said User Acquisition is the top priority for mobile marketers in 2017
Current Video Challenges
Difficult to effectively measure impact of video investment
We are concerned about fraud on the ad networks that deliver our video
It is difficult to target the people we are the most interested in
We do not know if people watch the videos that are presented to them
We don’t trust our tracking and reporting on video
We struggle to balance privacy issues with marketing goals
Other
We don’t face any challenges
% Percentages
0 10 20 30 40
11
9
9
11
17
31
33
40
10%11%
15%
17%
47%
User AcquisitionEngagementBrand AwarenessSegmentationRe-Engagment
0% 25% 50% 75% 100%
3%43%42%13%
Excellent Good In Process DisasterWe know exactly what we are doing and it is paying off tremendously
Other
None are effective
64%We prefer to try new technology by working with vendors that have expertise
36%We prefer to try new
technology on our own using in-house resources
We are getting good results, but still see room to improve
We are still figuring it out, but we see the potential for value
Video is just not working for us and we don’t see how to do better
Preferred Video Business Model
CPI (Cost per Install)
CPCV (Cost per Completed View)
CPM (Cost per Thousand Impressions)
CPC (Cost Per Click)
Other
% Percentages
0 13 25 38 50
8
18
29
33
44
Cutting-Edge Technologies
Machine Learning
Mobile Payments
Artificial Intelligence
Chatbots
Beacons
Augment Reality
Virtual Reality
IoT
Emojis
None of These
% Percentages
0 10 20 30 40
25
11
12
13
13
14
18
23
25
37