Mobile Marketing eBook

Mobile Marketing AutomationHow to Unlock Full Potentialof Mobile Applications in Marketing

CONTENT

HOW SMARTPHONES TRANSFORMED OUR LIVES ?

Connected body

Social bonds

Change in shopping habits

BASIC TERMS

What is Mobile Marketing?

Glossary

THE POWER OF APPLICATIONS

Apps in numbers

Examples of successful campaigns based on mobile apps

Apps that work

Before you start developing your app

MOBILE MARKETING AUTOMATION

Hidden potential of apps

Solution: Mobile Marketing Automation

Examples of practical use of Mobile Marketing Automation

SOURCES

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Mobile Marketing Automation 2

How smartphonestransformed our lives?

Connected body

Social bonds



Internet as a main source of knowledge

Smartphones are the true personal computers. Think that they have the same power as NASA computers which helped put man on the moon in 1969. That potential is now at our fingertips. No wonder that they changed our learning mindset. We started to perceive internet as a main source of information we address our questions there before ask anybody or search in books, notes or our own memory. Especially that all information is so easily accessible you just need to reach your pocket.

Connected body

Addicted and impatient

Due to easy access to knowledge we got used to instant responses to our questions, what made us information junkies. Long-lasting searching for an answer frustrates us and we cannot conduct such practices anymore. We want our anwsers now if not given instantly, we show mild withdrawal symptoms.

We remember less and less facts, replacing the knowledge about facts with knowledge about where to find facts. Internet became our external disc, our common transactional memory. Researchers indicate that using smartphones changes the shape of our brain physically. Areas responsible for stimuli from fingertips grow bigger in smartphone users brains.

External memory

SMS neck

Smartphones doesnt change only our brains, but affect also our whole body, like our posture and spine. Many people suffer from SMS neck condition stemming from lowering your head above the mobile device and keeping in that uncomfortable position in relatively long time.


On infamous video from San Francisco underground we can see a man playing with a gun, but nobody notices that, consumed by their smartphones, at least till he starts shooting. Pessimists have been long convinced that technology moves us apart and harms social bonds. Other say that it just makes our relationships different, not better or worse.

Social bonds

Independent kids

Scientists proved that invention of smartphones affected traditional model of family, with parents having more means of control over their children. Kids became way more independent nowadays. Little respondents told Rich Ling that they often go to bed with their smartphone and while pretending to be asleep, they conduct a vivid social life. For them virtual and physical worlds are the same, none being better or more real.

With our mobile devices we are connected all the time what makes it easy to check our work email or just take a quick look at some work projects in our free time. Moreover we feel expected to do so and experience guilt when leaving work inbox unchecked for a weekend (even if we cant exactly imagine what kind of catastrophe might happen if we left it alone for two days).

Disturbing work-life balance

Global addiction

Just as gambling, smartphones consume us promising vague prize, and when it doesnt arrive, we only feel more eager to try again. David Greenfield, psychologist and founder of Centre for Internet and Technology Addiction, calls smartphones the worlds smallest slot machines. Glued to them, we crave for new information, but no information can satisfy us, so we keep on searching, refreshing and tapping. Compulsive use of smartphones is a widely spread and commonly accepted addiction.

On the other hand we are more connected and safer. Its easier to stay in touch with people we care for, but our relationships change in many ways.



Impulsive shopping New dimension of showrooming

Trend you cant ignore

81%

Tablet is a perfect tool for shopping

52%

72%

50%

30%

In the U.S., mobile commerce is anticipated to grow from $54.6 million in 2014 to $96.3 million in 2016. Compared to the roughly 9-11 percent increase e-commerce is expected to see each year, m-commerce in the U.S. has a projected growth rate of 32-26 percent each year through 2016. Globally, mobile commerce across the 22 markets is estima-ted to grow from roughly $102 billion in 2013 to roughly $291 billion in 2016. That growth is stimulated mostly by consumers between 18 and 34 years old (59% of mobile buyers).

81% of mobile purchases are spontaneous. It relates to specifics of mobile users behavior who searches for something relevant in the very specific context: at that moment, in this place, and about what she will probably forget in two hours.

Your own mobile application where you

manage the whole buying

process yourself

Best idea for m-commerce?

On the one hand, users do more and more research before purchase, on the other they get more impulsive. It stems from new habits, like showrooming: we try products in the brick and mortar store, and then we compare prices and buy instantly on our smartphones depending on where they can find the best price. Thats a challenge for brick and mortar stores to make shopping experience more interactive, dynamic and personalize. Maybe with mobile apps and beacons?

52% of tablet users say that they prefer to shop on that device instead of computers or mobile phones,

72% of tablet users use that devices for shopping at least once a week,

Tablet users spend 50% more than computer users,

30% of users interrupt the transaction if the process has not be optimized for mobile devices.


Basicterms


Glossary



SMS campaigns are worth considering as very efficient marketing tool. Try to unlock the full potential of synergy between channels (e.g. Put a link to your website in SMS). Also know who your recipients are: the same as subscribers to your mailing list? Be sure that communication is cohesive across the channels (Marketing Automation Platform will help with that).

In 2011 Ford launched a simple SMS campaign. In promotional materials customers could find the number they should text in order to obtain more information on new cars.

You call it too simple? Campaign reached 15,4% conversion.

The term Mobile Marketing designates all marketing actions performed with mobile devices user in mind. Hence its a broad term, including both traditional SMS marketing and sophisticated campaigns involving new technology.

Example 1. Ford SMS campaign

SMS as extremely efficient medium

SMS first appeared 22 years ago, and first marketing campaign utilizing it was issued in 1999,

SMS marketing campaigns can achieve 91,4% marketing efficiency,

90% of SMS are opened within 3 minutes from receiving,

76% of users declare that theyre more likely to read SMS than email.

How to conduct SMS campaign?

Example 2. Talk to the smartphone!

Muller Lowe Agency created an amazing campaign for Jet Blue Airlines.It was focused on service quality and to stress it, unique protagonist a usual pigeon was brought to life. The pigeon in video commercials discussed his poor condition although he was a frequent flyer, nobody respected or noticed him, he was fed with some crumbs and leftovers and travelled in crowd, with not enough space for him. So he was like every one of us, who travels with most airlines. Users were supposed to identify with that experience.

91,4%

22 years

Lets take a look at two examples.

90%

76%


There was also a mobile ad to that story, offering user to learn pigeon language. It was enabled by Nuance Voice Ads technology, so users could speak to their phones and get feedback on whether their pronunciationis correct, and they were learning new words and phrases in bird language.


Advanced technologies for more profound interaction

Technologies such as Nuance Voice or beacons offer completely new level or mobile experience: more interactive and customer-centered, where virtual and physical realities can interfere and combine to deliver astonishing and powerful sensations. Utilizing material components, as users voice (e.g. like in Jet Blue campaign) or physical space of the store (e.g. in beacon case) opens new chapter in history of marketing.

And more than a particular technology. As examples mentioned above indicate, it means most of all understanding specifics of mobile users behavior. Both campaigns discussed Fords apparently archaic SMS campaign and conceptual, technologically sophisticated ad from JetBlue were successful, despite huge differences. It doesnt matter if you use SMS, QR codes or optimize your website for mobile searching, think about users mobile experience and treat various technologies and solutions as means to the end, not values in themselves.

Conclusion: Mobile Marketing is more than just SMS and apps

Remember: mobile marketing is

mostly about how we address mobile

experience.


Mobile application: (mobile app, m-app): a software designed especially for mobile devices (smartphones, tablets), with consideration for the demands and constrains of such equipment.

Glossary

Beacons: small devices using Bluetooth Low Energy to communicate with other beacons in the area and apps. They serve localizing the customer in physical space, e.g. when he approaches our brick and mortar store or how she navigates in it, monitor her behavior (in what parts of the store did she spend a lot of time, what interests her) and send personalized 1-to-1 dynamic push notification, email or SMS.

Geolocation: we understand it here as using GPS installed in mobile device to identify users location, what allows for personalized communication, tailored to her current needs.

M-commerce: a section of e-commerce, embracing sales via mobile devices.

Behavioral profiling: means identifying user (on website or inside mobile app) and collecting data about her behavior to build an image of her interests and needs. Basing on that system can deliver automated messages tailored to individual predilections of each user.

RWD (Responsive Web Design): designing a website in such a way that its layout and look adjust automatically to the size of the device, so it displays properly on big as well as on small screens.

Push notifications: are messages generated by application, sent to users device to increase her engagement.


The power of applicationsApps in numbers


Apps that work



Apps in numbers

Almost 80% of smartphone owners check news or messages in 15 minutes from getting up from bed.

In 2007 the first iPhone came into being. Since then smartphones are the fastest selling devices ever. Each 21 seconds 1000 of them are sold.

The gadget became also considerably cheaper. Indian company Micromax sells basic models for $40

Average America citizen spends about 162 minutes per day actively using her smartphone (mostly apps).

Today users spend in apps 65% more time that they did 2 years ago. Interestingly, the amount of apps they use increased only by 3,5

Apps, which a couple of years ago were considered a passing

fad, today transform mobile devices. On smartphones we definitely prefer applications (86%) over browser (14%).

Today half of worlds population owns a smartphone and that number grow to 80% by 2020

About 10% admits to using it during sex.


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Apps can boost conversion dramatically. See examples below.

Facing the plummeting sales of LOreal professional products, the company decided to remind women that nothing compares to having their hair dyed profes-sionally in the salon with high quality cosmetics. To communicate this message, a pool of free procedures was prepared and an app was designed. In the app user saw a map with salons where actually free dying was available marked. Offers were called Color Bubbles and disappeared dynamically, as other user approached and benefited from the offer. If user was quick enough, she could have her hair dyed for free or with huge discount.

LOreal Inova Color Capture

Starbucks Card

Nivea wanted to communicate the importance of kids safety to parents, and to so it designed an app helping watch a child on the beach. User would tear a strip from paper ad, wrap it around kids wrist and download the app. When a kid was moving away too far from parents mobile device, an app would send an alert.

Catalogue is one of the most basic and traditional means of marketing, today fallen undeservedly from favor. McCann agency decided to refurbish the cult IKEA cata-logue (and when we say cult, we dont waste words. When in 1950 after 50 years font was changed for more computer screens friendly Verdana, audience was outraged). Nivea Sun Kids

McCann refurbishes IKEA catalogue

Starbucks offers its customers mobile app with which they can pay for their morning vanilla-caramel latte, and paying with an app is promoted with discounts and special offers. Its a great idea for synergy between online and offline.

App version of the catalogue - dont worry, paper one is still available not only offers interactive experience, but makes it possible to be updated with new offers and discount and offers new means of distribution.


Browsers, portals, social,

Apps that work

According to Nielsen report, most popularapps belong to categories:

Entertainment,

Communication,

Productivity and tools,

Social media: : user heads there motivated by need to socialize, not with purchase intention, and is exposed to way too many stimuli there to focus on your message, which will most probably come unwelcomed,

Email marketing: : customers love it and prefer to get offers that way, but it also has some drawbacks. Its less interactive than an app, which will enable you to engage your users more,

Commerce and sales,

News,

Travel,

Lifestyle,

Photography,

Finance.

Apps have tremendous advantage over other media, like:

of apps are abandoned after installation, so its not only creating an app and making it easy to find that matters, but also engaging users and preventing them from dropping out.

Display banner campaigns: when your customer uses an app, you have all her attention, while banners are easily overlooked and frequently forgotten.

22%


Originality,


What best apps have in common:

Offering a substantial benefit (you can say clearly what purpose they serve)

The content of an app is clearly associated with brands message (look at Nivea Sun Kids campaign discussed above it concerns childs safety, or LOreal says about valueof experience in professional hair salon).

Mobile-friendly version of the website comes first then you can develop an app. If you have a great app enticing users to use your services or buy from you, and they go straight from the app to the website, and cant do anything because its not responsive well, thats a shame. You fail to provide what app actually was about!

Offer substantial benefit: why should anybody download your app? How can it help her? Remember by definition app is something that performs a specific task. Dont try to overcomplicate it, but think of one thing in customers everyday experience that you can made easier.

Remember:

Before you rush to creating your own MyFitnessPal, we have a couple of tips for you. What should you have in mind?

Be unique: what is the point of being a second Wunderlist, if Wunderlist is already there?

When searching for inspiration, take a look at physical world and offline experience. Great apps come from mimicking things we do in analog world (as all pomodoro apps),

Dont duplicate content from your www: app is not for that its focused on action and performing a task,

Offiline: be able to use your app also when she is offline (like e.g. Evernote),

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Choose simple solutions. Dont overcomplicate either visual concept or functionality.


Mobile Marketing Automation Hidden potential of apps




Hidden potential of apps

Personalization: in apps its understood shallowly, as contextual ads,

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What fails in apps:

Collecting data on user: e.g. on her in-app behavior,

Youre visible and available for customer,

Why we love apps:

You have access to her 24/7,

You are easier to be noticed on the home screen,

You have access to great amount of useful data for marketing (e.g. customer location),

You can send push notifications to communicate with user in real time.

While thats impressing, there are still many blank spaces and gaps in communication via app, mostly with personalization. Ironically, having access to so much data, we know a little about given user or just dont utilize that knowledge in marketing. Why dont we collect and use the data?

Synergy between app and website: no data on user exchanged, what results in chaos and lack of cohesiveness in multichannel marketing,

Real-Time Marketing: why dont we react instantly with personalized in-app messages or push notifications?

Understanding specificity of mobile experience: despite growing budgets mobile campaigns are often just smaller version of desktop actions.



It is a solution dedicated to mobile apps, considering the specificityof mobile experience. Thanks to Mobile Marketing Automation you:


What is Mobile Marketing Automation:Mobile Marketing Automation as a solution

Marketing Automation systems address these issues, applying analytics, automation and personalization also to communication in mobile channel, and combine it with traditional automation actions.

Increase users' engagement in the app and maximize its conversion,

To understand users behavior

That way you can get to the core of mobile marketing: understand your customers behaviors and respond to them in real time.

Mobile Marketing Automation is NOT:

Bulk SMS sending

Spamming

Isolated in-app analytics Auto-responders

Simplistic translation of marketing automation into mobile

Optimize advertising costs,

Enrich analytics of user behavior on the website, what will allow to provide personalized experience in all channels, using both abundant knowledge on the customer and real-time data.




How can you utilize the power of Mobile Marketing Automation? Lets see some examples.

More knowledge: Thanks to analytics of other apps installed on users device you can deepen your observation on their interests, so you can profile your communi-cation more precisely and know them better generally speaking.

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User segmentation: segment your users basing on categories of apps they have installed on their mobile devices, on their activity in the app, or on their location. Say goodbye to one size fits all paradigm!

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Scoring engagement: users who use your app on regular basis, and ones who do so intermittently, call for different approach, so tailor communication to individual users needs. That way you will never irritate sporadic users and unlock the whole potential of engaged users at the same time.

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Campaigns based on geolocation: Platform recognizes places where users are when logging in, what allows to send offers with products user needs right now (e.g. discount coupon for coffee when user passes nearby coffee shop, not when she is sitting at home).

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Relevant offers: knowing other apps user installed, type of her device and behavioral data (how she uses our app, how she reacted to previous messages, which features does she like most) you can tailor communication with precision unknown before.

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Analytics: You can use advanced analytics and enrich data on user from the website with information from the app, and monitor efficiency of given campaign to optimize your efforts.

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Sources

http://whatsnext.nuance.com/connected-living/nu-

ance-voice-ads-jetblue-air-on-the-side-of-humanity-campaign/

http://marketing-automation.pl/sms-marketing-nie-umarl-10-dow-

odow-jego-skutecznosci/

http://www.bbc.com/news/health-30586017

http://resources.mobify.com/50-mobile-commerce-stats.html

http://www.pymnts.com/in-depth/2015/global-m-com-

merce-set-to-leave-e-commerce-in-the-dust/#.VYe1pfntmko

http://www.geekwire.com/2014/flurry-report-mo-

bile-phones-162-minutes/

https://econsultancy.com/blog/62971-six-great-examples-of-mo-

bile-marketing-campaigns/

http://www.nielsen.com/us/en/insights/news/2014/smart-

phones-so-many-apps--so-much-time.html

http://adage.com/article/behind-the-work/mccann-erick-

son-ikea-catalog-a-vitamin-pill/236165/


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