push mobile app engagement to the next level

© 2015 Forrester Research, Inc. Reproduction Prohibited 1

Push Mobile App Engagement To The Next Levelin partnership with


Gail Ennis, CMO, Follow Analytics@Followanalytics

Thomas Husson, VP, Principal Analyst, Forrester@Thomas_Husson


Housekeeping

1. Webinar will be recorded and sent out

2. Participation is encouraged! Have questions during the webinar? Great!a. Ask using the question box b. Questions will be addressed in the last 10

minutes


Agenda

1. Current state of mobile 2. Mobile moments and the mobile mindshift 3. The future of Push notifications4. The challenge for marketers5. Best Practices


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


Mobile expectations are soaring


Personalize and contextualize mobile moments 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


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift penetrates the beating heart of your business


The mobile moment happens here

Companies

Platforms

People

Processes



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

© 2015 Forrester Research, Inc. Reproduction Prohibited 11© 2013 Forrester Research, Inc. Reproduction Prohibited 11

The holy grail of one-to-one marketing


Push notifications offer better mobile engagement

✓ An improved and more engaging user-experience✓ An in-depth measurement tool ✓ A detailed targeting tool✓ An inexpensive way to reach out to your best

customers

© 2015 Forrester Research, Inc. Reproduction Prohibited 13© 2013 Forrester Research, Inc. Reproduction Prohibited

Brands prioritize push notifications

Base: 182 executives who either own or have extensive knowledge of their mobile strategy and servicesSource: Forrester Q2 2014 Global Mobile Maturity Executive Survey


Marketers are starting to use push notifications to meet their goals

✓ Up sell and cross sell services through targeted offerings

✓ Optimize mobile app usage✓ Test offerings in real-time✓ Become a core part of the product experience✓ Increase the value of advertising inventory


Reward customers when they are most likely to engage with your brand


Add value and up-sell services through targeted offerings

✓ Value-add: Protection alerts to combat identity theft verify charges

✓ Context: Geo-located discounts and special offers for partner retailers

✓ Incentive: Instant rewards and points encourage app usage


Drive lead generation for faster time to revenue

CRM partnered with mobile analytics give 360 view of user

Relevant and contextual messages impact increase in test drives and shorted customer decision cycle


Test offerings in real time


Innovate your business and create new services

● Habit@t uses sensors to detect hazards such as floods, fires and blackouts.

● In times of need it triggers alarms to notify users, call centers capable of dispatching timely response units.


Companies

Platforms

People

Processes


The hard work happens here


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

© 2015 Forrester Research, Inc. Reproduction Prohibited 22© 2015 Forrester Research, Inc. Reproduction Prohibited 22

Push notifications will move beyond mobile apps


STEP UP TO ENGAGEMENTIt’s Not Just About the Ads, Although $48B Will Be Spent on Mobile Advertising in 2015!

Typical Lifecycle of Today’s Mobile Apps

PEAK

Marketers Can’t Leverage Their Investment to ROI

Here’s The Challenge:

3 of 4 mobile apps uninstalled after download Only 16% of users opt-in to notifications

App Development App Acquisition App Engagement

$48B


BEST PRACTICES For Mobile EngagementTo Get Mobile Moments

1. CONNECT to CRM

2. USE all five levels of mobile engagement

3. LEVERAGE mobile marketing automation


Feed your CRM with mobile user profiles to optimize all your multi-channel marketing

Augment your mobile marketing with CRM data for ultra personalized and relevant push & in app messaging

Use “code-less” connectors to reduce reliance on IT and consultants

CONNECT TO CRM


BROADCAST

Broad Reach

2-5%

RELEVANCE

Custom Reach

12-18%

CONTEXTUAL

Geo Fencing & Situation

19-24%

PERSONALIZED 1:1

CRM & Self- Triggered

>25%

Level

Value

Conversion Rate

Sample Message

SEGMENTATION

Targeted Reach

5-12%

Embrace All Five Levels of ENGAGEMENT STRATEGY

We are experiencing an issue with our check-

out feature. Please try checking out again later

today!

We updated our app to add some great new

features. Click here to update!

You haven’t viewed the shoe section in our app

for weeks and we have a ton of new styles!

We’re having a huge sale in the store on

Madison Ave. Check it out!

Here’s a 20% discount coupon for being such a

loyal customer!


Key requirements:

Uses Deep Analytics & Machine Learning

Creates Rich Mobile Profiles

Has “Click & Connect” to CRM

Supports User-Triggered Interactions

Is Designed for Marketers

Supports Internet-of-Things Devices

Not complicated, easy to get up and going everything you need in one place

Leverage MOBILE MARKETING AUTOMATION TECHNOLOGY


Phases of Mobile Marketing Maturity

Drive UserAcquisition

Ad NetworksAttribution Analytics

Nurture Activists & Loyal Users

Engagement CampaignsCustomer Experience Analysis

DeliverRelevant Value

1:1 Self-TriggeringContextual CampaignsROI Analysis

CreateApps

Apple Store ProcessDownload Analytics

Presence Visibility Engagement Contextuality

Tim

e

Context X Relevance = Value

The race to value

28

The more I understand your needs, interests, behavior, history & location, the more value I can create for you


Thomas Husson [email protected]@Thomas_Husson

Gail Ennis [email protected]@followanalytics

Thank YouQuestions?

mailto:[email protected]

push mobile app engagement to the next level

Mobile

forrester research

forrester q2

moment marketing

mobile strategy

mobile mindshift

mobile expectations

manufactured moment

mobile mind shift