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Mobile-First Marketing Automation :Reach, Relevance and Immediacy
Benoît De NayerDirector Actito
@benoitdenayer@ACTITOHQ
What is marketing automation?
• A discipline of CRM (customer relationshipmarketing)
• A category of software that helps to streamline, automate and measuremarketing processes and workflowsaccross multiple channels
Who uses marketing automation?
• Companies of all sizes: from SMBs to multinational companies
• Used to be a B2B turf, but this is evolving withlots of B2C companies doing the move
• All sectors : finance, automotive, pharma, media, entertainment, fmcg
Lead Generation
Lead Management
Welcome Programme
Cross-selling Programme
Loyalty Programme
ChurnManagement
p. 6
For what kind of use?
Lead Generation
Lead Management
Welcome Programme
Cross-selling Programme
Loyalty Programme
ChurnManagement
p. 7
Classical Marketing Automation channels
Marketing automation is not…
• A way to spam people with more irrelevantmessages
• A technology-only way of dealing with customers
• The brainchild of big-data lovers
• A white unicorn that will solve all your marketing problems
What are the main features of MA?
• Data Management• E-mail marketing• Landing Pages / Web forms• Marketing workflows• Lead scoring• Integration with CRM, e-commerce• Marketing resources management• Social marketing• Analytics
User retention
• Mobile users have high Expectations for mobile marketing: they want
• Messages adapted to their device• Content personalized to suit their preferences• Real-time: an action must be followed by a reaction• Context sensitive Interactions
User retention
• Mobile users have high Expectations for mobile marketing: they want
• Messages adapted to their device• Content personalized to suit their preferences• Real-time: an action must be followed by a reaction• Context sensitive Interactions
User retention
• Mobile users have high Expectations for mobile marketing: they want
• Messages adapted to their device• Content personalized to suit their preferences• Real-time: an action must be followed by a reaction• Context sensitive Interactions