Mobile

Marketing
Automation
How to Unlock Full Potential
of Mobile Applications
in Marketing
 CONTENT

3 HOW SMARTPHONES TRANSFORMED OUR LIVES ?

4 Connected body
5 Social bonds
6 Change in shopping habits
7 BASIC TERMS
8 What is Mobile Marketing?
10 Glossary
11 THE POWER OF APPLICATIONS
12 Apps in numbers
13 Examples of successful campaigns based on mobile apps
14 Apps that work
15 Before you start developing your app
16 MOBILE MARKETING AUTOMATION
17 Hidden potential of apps
18 Solution: Mobile Marketing Automation
19 Examples of practical use of Mobile Marketing Automation
20 SOURCES

Mobile Marketing Automation 2

How smartphones
transformed our lives?
Connected body
Social bonds
Change in shopping habits

Mobile Marketing Automation 3

Connected body

Internet as a main source of knowledge External memory

Smartphones are the true personal computers. Think We remember less and less facts, replacing the knowledge about facts with
that they have the same power as NASA computers knowledge about where to find facts. Internet became our external disc,
which helped put man on the moon in 1969. That our common transactional memory.
potential is now at our fingertips. No wonder that they Researchers indicate that using smartphones changes the shape of our
changed our learning mindset. brain physically. Areas responsible for stimuli from fingertips grow bigger
We started to perceive internet as a main source of in smartphone users brains.
information we address our questions there before ask
anybody or search in books, notes or our own memory. SMS neck
Especially that all information is so easily accessible
Smartphones doesnt change only our brains, but
you just need to reach your pocket.
affect also our whole body, like our posture and
spine. Many people suffer from SMS neck
condition stemming from lowering your head above
Addicted and impatient the mobile device and keeping in that uncomfortable
position in relatively long time.
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.

Mobile Marketing Automation 4

Social bonds
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.
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.
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.
Disturbing work-life balance
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).
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.
Mobile Marketing Automation 5
 Change in shopping habits

Trend you cant ignore Tablet is a perfect tool for shopping

In the U.S., mobile commerce is anticipated to grow

from $54.6 million in 2014 to $96.3 million in 2016. 52% of tablet users say that Tablet users spend 50% more
Compared to the roughly 9-11 percent increase they prefer to shop on that than computer users,
52% device instead of computers 50%
e-commerce is expected to see each year,
or mobile phones,
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. 72% of tablet users use that 30% of users interrupt the
devices for shopping at least transaction if the process has
72% once a week, 30% not be optimized for mobile
That growth is stimulated mostly by consumers
devices.
between 18 and 34 years old (59% of mobile buyers).

Impulsive shopping New dimension of showrooming

On the one hand, users do more and more research Best idea
81% of mobile purchases
before purchase, on the other they get more impulsive. for m-commerce?
are spontaneous. It relates
It stems from new habits, like showrooming: we try
to specifics of mobile users
81% products in the brick and mortar store, and then we Your own mobile
behavior who searches for
compare prices and buy instantly on our smartphones application
something relevant in the very
depending on where they can find the best price. where you
specific context: at that moment,
Thats a challenge for brick and mortar stores to make manage the
in this place, and about what
shopping experience more interactive, dynamic and whole buying
she will probably forget
personalize. Maybe with mobile apps and beacons?
in two hours. process yourself

Mobile Marketing Automation 6

Basic
terms
What is Mobile Marketing?
Glossary

Mobile Marketing Automation 7

What is Mobile Marketing?
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. Lets take a look at two examples.

Example 1. Ford SMS campaign How to conduct SMS campaign?

In 2011 Ford launched a simple SMS campaign. In promotional materials SMS campaigns are worth considering as very efficient
customers could find the number they should text in order to obtain more marketing tool. Try to unlock the full potential of synergy
information on new cars. between channels (e.g. Put a link to your website in SMS).
Also know who your recipients are: the same as subscribers
You call it too simple? Campaign reached 15,4% conversion. to your mailing list? Be sure that communication is cohesive
across the channels (Marketing Automation Platform will help
with that).
SMS as extremely efficient medium

SMS first appeared 22 years ago, and first

22
years marketing campaign utilizing it was issued
in 1999, Example 2. Talk to the smartphone!

Muller Lowe Agency created an amazing campaign for Jet Blue Airlines.
SMS marketing campaigns can achieve It was focused on service quality and to stress it, unique protagonist a
91,4%
91,4% marketing efficiency, 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
90% of SMS are opened within 3 minutes from and travelled in crowd, with not enough space for him. So he was like
90% receiving, every one of us, who travels with most airlines. Users were supposed
to identify with that experience.

76% 76% of users declare that theyre more likely

to read SMS than email.

Mobile Marketing Automation 8

What is Mobile Marketing?

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
Conclusion: Mobile Marketing is more than just SMS and apps
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.

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.
Remember:
mobile marketing is
mostly about how we
address mobile
experience.

Mobile Marketing Automation 9

 Glossary
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.
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.
Push notifications: are messages
generated by application, sent to
users device to increase her
engagement.
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.
Mobile Marketing Automation 10
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 11

Apps in numbers
Today half of worlds population owns
a smartphone and that number grow
to 80% by 2020
Almost 80% of smartphone owners
check news or messages in 15
minutes from getting up from bed.
About 10% admits
to using it during sex.
Average America citizen spends about
162 minutes per day actively using
her smartphone (mostly apps).
In 2007 the first iPhone came into Today users spend in apps 65% more
being. Since then smartphones are time that they did 2 years ago.
the fastest selling devices ever. Interestingly, the amount of apps they
Each 21 seconds 1000 of them use increased only by 3,5
are sold.
The gadget became also
considerably cheaper. Indian
company Micromax sells basic
models for $40
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%).
Mobile Marketing Automation 12
Examples of successful campaigns based on mobile apps
Apps can boost conversion dramatically.
See examples below.
LOreal Inova Color Capture
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.
Starbucks Card
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.
Nivea Sun Kids
Nivea wanted to communicate the
importance of kids safety to parents, and
to do 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.
czyli
minuty
McCann refurbishes IKEA catalogue
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).
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.
Mobile Marketing Automation 13
Apps that work

According to Nielsen report, most popular
apps belong to categories:
Browsers, portals, social,
Entertainment,
Communication,
Apps have tremendous advantage over other media, like:
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,

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

Commerce and sales,

22%
of apps are abandoned after installation, so its not only
creating an app and making it easy to find that matters,
News,
but also engaging users and preventing them from
dropping out.
Travel,

Lifestyle,

Photography,

Finance.

Mobile Marketing Automation 14

Before you start developing your app

What best apps have in common:

Remember:
Originality, Mobile-friendly version of the When searching for inspiration, take
1 a look at physical world and offline
website comes first then you can
develop an app. If you have a great experience. Great apps come from
2 Offering a substantial benefit (you can
app enticing users to use your mimicking things we do in analog world
say clearly what purpose they serve)
services or buy from you, and they go (as all pomodoro apps),
straight from the app to the website,
The content of an app is clearly Dont duplicate content from your
3 and cant do anything because its not
associated with brands message (look www: app is not for that its focused on
responsive well, thats a shame. You
at Nivea Sun Kids campaign discussed action and performing a task,
fail to provide what app actually was
above it concerns childs safety, or
about! Offiline: be able to use your app also
LOreal says about valueof experience
in professional hair salon). Offer substantial benefit: why when she is offline (like e.g. Evernote),
should anybody download your app?
Before you rush to creating your own How can it help her? Remember by Choose simple solutions. Dont
MyFitnessPal, we have a couple of tips definition app is something that overcomplicate either visual concept
for you. What should you have in mind? performs a specific task. Dont try to or functionality.
overcomplicate it, but think of one
thing in customers everyday
experience that you can made easier.

Be unique: what is the point of being

a second Wunderlist, if Wunderlist is
already there?

Mobile Marketing Automation 15

Mobile Marketing Automation
Hidden potential of apps
Solution: Mobile Marketing Automation
Examples of practical use of Mobile Marketing Automation

Mobile Marketing Automation 16

Hidden potential of apps

Why we love apps: What fails in apps:

Youre visible and available Real-Time Marketing: why dont we react

for customer,
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),
Personalization: in apps its
instantly with personalized in-app messages
understood shallowly, as contextual ads,
or push notifications?
Collecting data on user: e.g. on her in-app
Understanding specificity of mobile
behavior,
experience: despite growing budgets
Synergy between app and website: no data mobile campaigns are often just smaller
on user exchanged, what results in chaos and version of desktop actions.
lack of cohesiveness in multichannel
marketing,

You can send push notifications to

communicate with user in real time.

While thats impressing, there are still

Zmie mylenie o banerach
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?

Mobile Marketing Automation 17

Solution: Mobile Marketing Automation

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

Marketing Automation systems address
these issues, applying analytics,
automation and personalization also to
communication in mobile channel, and
combine it with traditional automation
actions.
It is a solution dedicated to mobile apps, considering the specificity
of mobile experience. Thanks to Mobile Marketing Automation you:
Increase users' engagement in the app and maximize its
conversion,

Optimize advertising costs,

To understand users behavior

That way you can get to the core of

Enrich analytics of user behavior on the website, what will allow to
mobile marketing: understand your
provide personalized experience in all channels, using both abundant
customers behaviors and respond to
knowledge on the customer and real-time data.
them in real time.

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Mobile Marketing Automation is NOT:

Bulk SMS sending Isolated in-app analytics Auto-responders

Spamming Simplistic translation of marketing automation into mobile

Mobile Marketing Automation 18

Examples of practical use of Mobile Marketing Automation

How can you utilize the power of Mobile Marketing Automation?

Lets see some examples.

Campaigns based on geolocation:

1 User segmentation: segment your users
basing on their activity in the app, on their
3 Platform recognizes places where users are
location, or on their OS.
5
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).
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.

Scoring engagement: users who use your Relevant offers: knowing type of her
2 app on regular basis, and ones who do
4 device and behavioral data (how she uses
so intermittently, call for different approach, our app, how she reacted to previous
so tailor communication to individual users messages, which features does she like
needs. That way you will never irritate most) you can tailor communication with
sporadic users and unlock the whole precision unknown before.
potential of engaged users at the same time.
Zmie mylenie o banerach

Mobile Marketing Automation 19

Sources

http://whatsnext.nuance.com/connected-living/nu- https://econsultancy.com/blog/62971-six-great-examples-of-mo-
ance-voice-ads-jetblue-air-on-the-side-of-humanity-campaign/ bile-marketing-campaigns/

http://marketing-automation.pl/sms-marketing-nie-umarl-10-dow- http://www.nielsen.com/us/en/insights/news/2014/smart-
odow-jego-skutecznosci/ phones-so-many-apps--so-much-time.html

http://adage.com/article/behind-the-work/mccann-erick-
http://www.bbc.com/news/health-30586017
son-ikea-catalog-a-vitamin-pill/236165/

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/

Mobile Marketing Automation 20

Mobile
Marketing Automation

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