Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succeeding in an age of skeptical customers

Customer-First Mobile Marketing: How B2B and B2C brands are succeeding in an age of skeptical customers

Daniel BursteinSenior Director of Editorial Content,MarketingSherpa

#AAEM16

Thinking about companies whose products/services you are generally [satisfied or unsatisfied] with, how often do you do the following?

Source: https://www.marketingsherpa.com/summit2017/customer-first-study

https://www.marketingsherpa.com/summit2017/customer-first-study

#AAEM16

Block Online AdsUnsubscribe from Email

Delete AppUnfollow on Social Media

Mute, Skip, or Turn ChannelChange Channel on Radio

Skip Ads in PodcastDiscard Print Ads or Catalogs

Unfollow YouTube ChannelSkip Online Pre-Roll Ads

Ignore Newspaper or Mag Ads

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%15.8%

14.6%12.6%

15.9%12.9%

16.1%11.5%13.0%

15.4%9.4%11.3%

17.5%18.2%

16.3%16.6%

9.7%19.4%

10.4%19.3%14.2%

12.6%17.5%

20.8%24.3%

21.0%18.9%

32.3%25.8%

19.3%22.9%

18.0%21.9%

26.2%

15.8%14.8%

11.8%12.8%

9.7%9.7%

13.4%15.4%

12.7%19.5%

17.1%

15.9%15.5%

17.2%14.9%

12.9%12.9%

18.0%18.4%

13.8%23.2%

17.9%

14.2%12.6%

21.0%20.9%

22.6%16.1%

27.5%11.1%

25.9%13.4%

10.0%

Disengaging in Marketing with companies generally satisfied with (n=1,231)

NeverRarelySometimesOftenAlwaysDoesn't apply to me

Thinking about companies whose products/services you are generally dissatisfied with, how often do you do the following?




Voice of the Customer

“Don't bombard every angle possible to market products. Find out which route has the best return and utilize that.

Sometimes too many ads is too much and could possibly make the consumer block emails or delete apps. ”

“Put more ads in outdoor places like billboards rather than annoying pop ups on mobile”

#AAMOB16Source: MarketingSherpa survey of 2,400 consumers

#AAMOB16

One of the biggest ways to alienate customers is to not put their needs

first in your marketing…

About the Research

#AAMOB16

1,200 consumers 1,200 consumers

In early Oct. 2016, we sampled 2,400 consumers, weighted to reflect the U.S. population, to help you

get a better understanding of customer-first marketing.



#AAMOB16Source: https://www.marketingsherpa.com/summit2017/customer-first-study


Thinking about the marketing of the selected company, which of the following is true about your experience?

I consistently have good experiences with it 56%

It is easy to conduct business with the company whether online, in person or on the phone. 43%

It doesn’t always try to sell to me but tries to provide value 35%

Its marketing is not intrusive 34%

It is respectful of my privacy 33%It makes me feel like I have a relationship with the

company 31%

Its marketing is engaging and interesting to me 25%

It knows what I like and don’t like 23%It puts my needs and wants above its own business

goals 18%Other 0.4%

1

2

9

45

6

78

3

10

SatisfiedThe company does not put my needs and wants above

its own business goals 35%The company doesn't make me feel like I have a

relationship with them 34%The company always tries to sell to me instead of

providing value 27%It is not easy to conduct business with the company

whether online, in person or on the phone 26%I've heard negative things about the company from

people I know (friends, family, coworkers, etc.) 25%The company's brand isn't a good fit with who I am 17%

The company doesn't know what I like and don’t like 16%I've heard negative things about the company on social

media from people that I don't know personally 16%I've heard negative things about the company in the

press 14%Its marketing is boring and irrelevant to me 12%

The company 's marketing is intrusive 11%Other 10%

The company is not respectful of my privacy 9%

1

23

4

5

678910111213

Dissatisfied









company 31%



goals 18%Other 0.4%

1

2

9

45

6

78

3

10




providing value 27%It is not easy to conduct business the company whether

online, in person or on the phone 26%I've heard negative things about the company from

people I know (friends, family, coworkers, etc.) 25%The company's brand isn't a good fit to who I am 17%






1

23

4

5678910111213

Dissatisfied









company 31%



goals 18%Other 0.4%

1

2

9

45

6

78

3

10




providing value 27%It is not easy to conduct business the company whether

online, in person or on the phone 26%I've heard negative things about the company from

people I know (friends, family, coworkers, etc.) 25%The company's brand isn't a good fit to who I am 17%






1

23

4

5678910111213

Dissatisfied



#AAEM16

“Only when the tide goes out do you discover who's been

swimming naked.”- Warren Buffett

About MarketingSherpa

Based in Jacksonville, Florida, MarketingSherpa — a subsidiary of MECLABS Institute — is a publication specializing in reporting on what works in all aspects of marketing (and what does not). These interviews, case studies and data analyses are published for the entire marketing industry to benefit from. MarketingSherpa, currently in its 17th year, has published more than 7,000 articles on MarketingSherpa.com and hosts the MarketingSherpa Summit.

#AAMOB16

Daniel BursteinSenior Director of Editorial Content, MarketingSherpa@DanielBurstein

Speaker Headshot

https://twitter.com/danielburstein

We’re sharing on Twitter!#AAMOB16

#AAEM16




#AAEM16







0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%15.8%

14.6%12.6%

15.9%12.9%

16.1%11.5%13.0%

15.4%9.4%11.3%

17.5%18.2%

16.3%16.6%

9.7%19.4%

10.4%19.3%14.2%

12.6%17.5%

20.8%24.3%

21.0%18.9%

32.3%25.8%

19.3%22.9%

18.0%21.9%

26.2%

15.8%14.8%

11.8%12.8%

9.7%9.7%

13.4%15.4%

12.7%19.5%

17.1%

15.9%15.5%

17.2%14.9%

12.9%12.9%

18.0%18.4%

13.8%23.2%

17.9%

14.2%12.6%

21.0%20.9%

22.6%16.1%

27.5%11.1%

25.9%13.4%

10.0%







#AAEM16

E-mails

Follow on SM

Listen to Radio Ads

Watch Online Videos

Read Print Ads from Mail

Read Print Ads from Store

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%7.9%

19.6%

21.0%

6.0%

14.5%

30.0%

15.5%

11.8%

7.3%

10.0%

6.9%

9.9%

12.5%

13.1%

9.2%

15.2%

14.0%

15.4%

15.3%

8.9%

12.7%

11.0%

21.3%

17.8%

17.7%

23.3%

22.4%

15.4%

23.0%

22.6%

22.4%

22.5%

23.9%

22.1%

14.5%

15.9%

22.2%

16.4%

13.1%

16.1%

19.4%

20.9%

20.5%

21.2%

27.8%

23.4%

21.6%

29.3%

22.7%

16.2%

20.8%

21.5%

28.3%

24.1%

26.8%

11.0%

12.3%

10.6%

10.0%

8.8%

11.3%

9.1%

9.5%

12.1%

10.2%

10.1%

Engaging in Marketing with companies generally satisfied with (n=1,270)


Of the companies with which you are generally [satisfied or unsatisfied], how often do you disengage with their marketing by doing the following?



Annie Summerall

There was an extra space before the comma and in-between the bracket

30% of satisfied customers

unsubscribe from emails 50% of unsatisfied customers

unsubscribe from emails





Laz TyrekidisDigital Marketing & Audience Director,Metropolis International Group

Email Templates — Before

Not mobile responsive

Right sidebar

Desktop Mobile

Source: https://www.marketingsherpa.com/video/metropolis-international-blacklist

https://www.marketingsherpa.com/video/metropolis-international-blacklist

Email Templates — After

• Clean HTML & CSS code

• Fresh design• 100% mobile

responsive

Desktop

Mobile

Bigger Buttons

Simplified Nav.

Eliminated big blocks

of text



Mobile Experience— Side by Side

Eliminated big blocks

of text

Right sidebar

Bigger Buttons

Simplified Nav.





HP to shed another 25-30,000 jobs

Breaking news from Electronics industry

Pre-Header Optimization

Second-most popular story

Prefix

Default snippet

Just in: US government funds online data security projects

Just in: US government funds online data security projectsSymbol

No snippet

Source: http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

Pre-Header Optimization

No Snippet "Just-in:" Prefix

0.00%5.00%

10.00%15.00%20.00%25.00% Open Rate

No Snippet "Just-in:" Prefix2.8

3.2

3.6

4Clickthrough Rate

30%

17%


Prefix

No snippet


Source: http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

Annie Summerall

MECLABS spelling is clickthrough, no hyphen

28

60% increase in email opens

8% increase in online revenue

90% increase in traffic coming from the email campaigns into the brand websites

Results (May 2014 – March 2015)





Bart ThornburgSenior Manager of Email Marketing,WeddingWire

70%Mobile Opens

30%DesktopOpens

WeddingWire Email Open Breakdown

Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

Before• Great content-specific CTAs• Link directly to site• No specific social CTAs

More than 24 million email sends



Before• Great content-specific CTAs• Link directly to site• No specific social CTAs

More than 24 million email sends


0%


After• Our audience is already

using Pinterest for collecting and sharing wedding inspiration and advice

• Fuel an organic behavior/reduced friction

• Distribute our content beyond our subscriber base

Same CTA concept in top section

Additional CTA to “Pin Now, Read Later” in bottom section



Newsletter — Social Integration Test Results

X Pinterest Follower Growth Re-Pins

Control – Newsletter with Pinterest icon in template 0 0

Treatment – Integrated newsletter Pinterest articles +27% +31%

31%* increase in re-pins

*Has reached as high as 180%

Understanding User Behavior Is the Key to Social: We chose Pinterest because it natively facilitates the gathering, saving and sharing of wedding inspiration and advice. Our audience is already on Pinterest, and this is what they’re using it for.

!Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing


Annie Summerall

needed comma

#AAEM16







0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%15.8%

14.6%12.6%

15.9%12.9%

16.1%11.5%13.0%

15.4%9.4%11.3%

17.5%18.2%

16.3%16.6%

9.7%19.4%

10.4%19.3%14.2%

12.6%17.5%

20.8%24.3%

21.0%18.9%

32.3%25.8%

19.3%22.9%

18.0%21.9%

26.2%

15.8%14.8%

11.8%12.8%

9.7%9.7%

13.4%15.4%

12.7%19.5%

17.1%

15.9%15.5%

17.2%14.9%

12.9%12.9%

18.0%18.4%

13.8%23.2%

17.9%

14.2%12.6%

21.0%20.9%

22.6%16.1%

27.5%11.1%

25.9%13.4%

10.0%







#AAEM16

E-mails

Follow on SM

Listen to Radio Ads

Watch Online Videos



0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%7.9%

19.6%

21.0%

6.0%

14.5%

30.0%

15.5%

11.8%

7.3%

10.0%

6.9%

9.9%

12.5%

13.1%

9.2%

15.2%

14.0%

15.4%

15.3%

8.9%

12.7%

11.0%

21.3%

17.8%

17.7%

23.3%

22.4%

15.4%

23.0%

22.6%

22.4%

22.5%

23.9%

22.1%

14.5%

15.9%

22.2%

16.4%

13.1%

16.1%

19.4%

20.9%

20.5%

21.2%

27.8%

23.4%

21.6%

29.3%

22.7%

16.2%

20.8%

21.5%

28.3%

24.1%

26.8%

11.0%

12.3%

10.6%

10.0%

8.8%

11.3%

9.1%

9.5%

12.1%

10.2%

10.1%



Of the companies with which you are generally [satisfied or unsatisfied] , how often do you disengage with their marketing by doing the following?



Of the companies with which you are generally dissatisfied, how often do you disengage with their marketing by doing the following?






29% of satisfied customers delete the app from their smartphone or

tablet 43% of unsatisfied customers

delete the app from their smartphone or tablet





Julia FoxMarketing Manager,NakedWines.com

What is Correlated with High Customer LTV?• Acquisition channel?• First order spend?• Demographics?• Product selection?• Engagement level? • App download status? Those who organically

engaged by rating or posting and those who downloaded the app worth 5-6x those who did not

Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

Annie Summerall

changed title font to Montserrat 28 and body copy to open sans

Before• One welcome email

• New Angels received same campaign-based messages as mature customers

• Engagement behavior and app download largely organically driven



After• Welcome email followed by

series of five steps:1. Rate our service2. Download the app3. Rate your wines4. Set your preferences5. Follow a winemaker

• Incentive for completion

• Cross-promoted via email and webstore

Start easy

Set expectations

Incentivize action



Email 3 — Download App



Email 3 — Download App



Onboarding Email Effectiveness

Incentivized Emails Effective at Driving Behavior: Emails drive increased customer value by incentivizing types of engagement associated with high LTV

Onboarding Step % Increase in Behavior

Download App 125%

Rate Wine 77%

Follow Winemaker 76%

>75% increase in engagementOpeners significantly more likely to exhibit desired behavior

!





Clark CummingsSenior Manager of Member Marketing,Marriott International

From: Marriott RewardsSubject: We made this video just for you

Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

http://marketingsherpa.com/video/marriott-event-data-email-marketing



Annie Summerall

brought the outline square to the front and made it the blue color used throughout the presentation









Results

86% increase in email-driven revenue



#AAEM16







0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%15.8%

14.6%12.6%

15.9%12.9%

16.1%11.5%13.0%

15.4%9.4%11.3%

17.5%18.2%

16.3%16.6%

9.7%19.4%

10.4%19.3%14.2%

12.6%17.5%

20.8%24.3%

21.0%18.9%

32.3%25.8%

19.3%22.9%

18.0%21.9%

26.2%

15.8%14.8%

11.8%12.8%

9.7%9.7%

13.4%15.4%

12.7%19.5%

17.1%

15.9%15.5%

17.2%14.9%

12.9%12.9%

18.0%18.4%

13.8%23.2%

17.9%

14.2%12.6%

21.0%20.9%

22.6%16.1%

27.5%11.1%

25.9%13.4%

10.0%







#AAEM16

E-mails

Follow on SM

Listen to Radio Ads

Watch Online Videos



0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%7.9%

19.6%

21.0%

6.0%

14.5%

30.0%

15.5%

11.8%

7.3%

10.0%

6.9%

9.9%

12.5%

13.1%

9.2%

15.2%

14.0%

15.4%

15.3%

8.9%

12.7%

11.0%

21.3%

17.8%

17.7%

23.3%

22.4%

15.4%

23.0%

22.6%

22.4%

22.5%

23.9%

22.1%

14.5%

15.9%

22.2%

16.4%

13.1%

16.1%

19.4%

20.9%

20.5%

21.2%

27.8%

23.4%

21.6%

29.3%

22.7%

16.2%

20.8%

21.5%

28.3%

24.1%

26.8%

11.0%

12.3%

10.6%

10.0%

8.8%

11.3%

9.1%

9.5%

12.1%

10.2%

10.1%








28% of satisfied customers unfollow the

company on social media 42% of unsatisfied customers

unfollow the company on social media



Danny GavinVice President & Director of Marketing,Brian Gavin Diamonds

We needed a cost-effective method that could help us stand out amongst the competition.

Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

We needed a cost-effective method that could help us stand out amongst the competition.



Ideally images have no borders

or background

Vine Example



Ideally images have no borders

or background

Vine Example



Vine Example Repurposed for Instagram



Results — Vine

What You Need to Understand: Compared to your average 30-second commercial, an individual watches one Vine 4–5 times.

!

6.5 million Vine loops

Approx. 1.63 million views



Results — Email with Vine-related content

What You Need to Understand: Vine content can be — and should be — repurposed across all of your marketing channels.

23% increase in open rate

!

1,241% increase in CTR



What You Need to Understand: There are no direct links in the Vine platform.!

Results — Website

13% YOY increase in total traffic*20% increase in direct traffic** *Q1 2015 vs. Q1

2014 **H2 2014 vs. H1 2015



Results — Recognized in Best of 2014 Campaigns

#1#2



Cambria JacobsVice President of Marketing and Customer Service,Door to Door Organics

Customers are Already Sharing on Social

Source: http://marketingsherpa.com/video/door-to-door-organics-social-media-marketing

http://marketingsherpa.com/video/door-to-door-organics-social-media-marketing

Curate Their ContentLet your customers speak for you by sharing their content to showcase their experience.

A customer’s photo

featured in a Facebook

offer



Join the Conversation!



Top Takeaways

Realize that customers are using mobile to communicate through multiple channels.

1

2 Make sure your app has a unique value proposition.

3 Understand how your customers are already using mobile devices and join the conversation!

#AAMOB16

Daniel BursteinSenior Director of Editorial Content, MarketingSherpa

Speaker Headshot

Thank You