Tune + Forrester webinar: Marketers Must Embrace the Mobile Revolution

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MARKETERS MUST EMBRACE THE MOBILE REVOLUTION

Presenters



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


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift penetrates the beating heart of your business


Mobile expectations are soaring


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


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


Mobile is much more than a digital channel. It is the bridge to the physical world


Mobile’s untapped value lies in contextual data


Individualize experiences, not just on mobile but in the analog world as well


From mobile-first to mobile as a catalyst for business transformation


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


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.


Entrepreneurial minds exploit and create the mobile mind shift


Like Coca-Cola, borrow mobile moments on new marketing platforms such as WeChat


Like Philips, add services to connected products via mobile moments


Like McDonald’s France, leverage mobile as a catalyst for business transformation


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


Like Walmart, adapt to the context of your customers

Walmart’s mobile app use location as context for flipping into “store mode”


Like Walgreens, build relationships through a timely communication channel


Like Groupon, use analytics to reward customers when they are most likely to engage


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.


forrester.com

Thank you

Thomas Husson

[email protected]

@Thomas_Husson

mailto:[email protected]

mailto:[email protected]

$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







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?