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La Push Notification, rising star du CRM mobile ?

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La Mobile Marketing Association France, en partenariat avec Microsoft et le Club des Annonceurs, a organisé le 10 mars dernier, un Petit-déjeuner du Marketing Mobile dédié à la Push Notification,
En tant qu’annonceur, vous avez développé une ou plusieurs applications mobiles et vous souhaitez désormais exploiter pleinement leurs possibilités : la Push Notification est l’outil montant du CRM mobile, nouveau lien d’engagement entre votre cible à votre marque.
Comment en tirer le meilleur parti ?
Au travers de témoignages de marques matures et d’experts sur le sujet, ce petit-déjeuner chemine au-travers de bonnes pratiques à mettre en œuvre tout au long du parcours :
- Quel cadre juridique ?
- Quelles solutions (tutoriels, contextuels,...) pour optimiser l'opt-in & l'acceptation de la Push Notification ?
- Quelles règles de ciblage (fréquence, personnalisation, horaires,...) pour optimiser les taux d'ouverture ?
- Quels outils (Rich Push, Deeplinking, tracking,...) pour mesurer l'efficacité des campagnes de Push ?
Merci à KL Gates qui nous a accueillis dans ses locaux

Published in: Mobile
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La Push Notification, rising star du CRM mobile ?

  1. 1. Les Petits déjeuners du Marketing Mobile En partenariat avec : @MMAFrance_Asso Twittez sur #MMAF La Push Notification, rising star du CRM mobile ?
  2. 2. Keynote d’ouverture Martin Jaglin • Vice-Président Secrétaire Général MMAF • Rapporteur Commission Marketing Relationnel Mobile • CEO Ocito (groupe 1000mercis) martin.jaglin@mmaf.fr
  3. 3. // Au programme 09:00 Keynote d’ouverture 09:15 Keynote / le cadre juridique 09:30 Table-ronde 10:15 Networking
  4. 4. MMAF // Des Evénements Le MMA Forum Paris Le SEUL événement dédié au Marketing Mobile en France • 6 tables-rondes • 250 participants • 10 partenaires • 34 speakers • 60 annonceurs présents Les Afterworks Les cocktails networking du Marketing Mobile • Quatre RV par an, dans des lieux haut de gamme propices aux échanges
  5. 5.  Les Guides thématiques du Marketing Mobile • Promotion des applications mobiles • Standards publicitaires mobile et tablette • Couponing Mobile • Charte Publicité Géoadaptée  La Newsletter hebdomadaire du Marketing Mobile Une Newsletter, qui amplifie les actualités clés du Marketing Mobile  Le Baromètre trimestriel du Marketing Mobile Les chiffres clés du Marketing Mobile Le Guide annuel du Marketing Mobile Un ouvrage de référence de près de 300 pages sur le Marketing Mobile MMAF // Des Publications
  6. 6. MMAF // 5 Commissions  Marketing Relationnel • Rapporteur : Martin Jaglin • Mission : rassembler, produite des contenus marché et débattre autour du SMS, SMS+, VMS, email sur mobile, push notification, QR code, m-couponing  Services Smartphones et Tablettes • Rapporteur : Philippe Dumont • Mission : stimuler la croissance des applications mobiles en éduquant le marché, en offrant un lieu d'échange et des outils de travail dans le but d'adopter des positions communes.  M-Commerce  Rapporteur : Bertrand Jonquois  Mission : Aider au développement des ventes grâce au mobile en point de vente et sur mobile directement  Vie Privée  Rapporteur : Hervé Le Jouan  Mission : mettre à jour le code de Déontologie que les membres doivent s’engager à respecter en rejoignant l’Association.  Publicité et Big data • Rapporteur : Pierre Gaymard • Mission : définir les formats publicitaires et structurer les attentes des membres pour le marché de la publicité mobile.
  7. 7. Le guide de la push notification
  8. 8. La PN ? Un problème… de riche ! • jamais leurs clients n’ont été aussi mobiles* • jamais les Français n’ont été aussi équipés** • jamais les canaux de push mobile n’ont été aussi nombreux*** pour les directions marketing et technique * 110% de pénétration de SIM en France selon l’ARCEP (2014) ** 56% ont un smartphone // 4 fois plus de smartphones vendus que de PC en 2014 selon le 8ème baromètre MMAF (Janv. 2015) *** SMS, push notification, Passbook, Beacon…
  9. 9. …et un sujet désormais incontournable Pourquoi ? Car la push notification est centrale dans l’éco-système mobile et donc dans le digital Audience mobile > audience web App = 86%* audience mobile Push notif = meilleur outil de revisite sur une app * Flurry Analytics, 2014
  10. 10. PN, in-App, local push, vignettes. Appelons un chat… In-App messagePush notification « classique » Push notification enrichie Vignettes interactives
  11. 11. L’opt-in : ce que vous ne saviez peut-être pas Opt-in Opt-out Opt-in
  12. 12. L’opt-out : ce que vous ne saviez peut-être pas Désabonnement dans l’app mais aussi dans le système (à partir de 4.0 sur Android)
  13. 13. Comment optimiser son opt-in et opt-out ? Reverse marketing / Donner envie / Segmenter…
  14. 14. Best practices PN géo-localisée
  15. 15. Best practices PN trigger cycle de vie
  16. 16. Best practices PN abandon de panier
  17. 17. Pour conclure
  18. 18. Le cadre juridique Maître Etienne Drouard Avocat à la Cour et Partner @KL Gates #MMAF
  19. 19. Débats / table ronde animée par Jérôme Bouteiller @NetMediaEurope #MMAF
  20. 20. Table ronde • Emmanuel Alix Directeur Marketing et Projets • Florence Vatoux Head of CRM/Marketing • Jean-Baptiste Rostand CDP digital CRM Nestlé Bébé • Julien Pelc Customer Success Manager #MMAF
  21. 21. Merci ! www.mmaf.fr /MMAFrance_Assocoordination@mmaf.fr /mmaf.fr Retrouvez la vidéo intégrale sur La Chaîne du Marketing Mobile www.youtube.com/channel/UCYAxoc4vUMf0KBdqGiZeyTA

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