The story behind Markafoni's success in mobile channel

1. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
Push Your Mobile Marketing to the Next Level
Marketing in 2014 creates an entirely new environment compared to that experienced by many
CEO’s or CMO. According to Informa, 93.5% of the world’s adult population has mobile phone
subscriptions, and 26% of those subscriptions include data 3G/4G. This provides the opportunity for
business owners and marketing teams to, literally, get into the hands of consumers around the
globe.
Technology developers have seized the opportunity and provided innovative solutions to market
through mobile devices. Netmera, being one of those developers, has found that with a well-
targeted push notification campaign, companies earned more revenue. Results showed 41% more
consumers opened the targeted applications and a 4-fold improvement to the push response rate. If
businesses take full advantage of the technological capabilities available, they can also see the
improved engagement other companies are experiencing.
One such company is Markafoni who doubled their customer revenue after re-launching their
mobile strategy, bringing in 30% of their total revenues from mobile consumers. Push notifications,
beacons and analytic services played a major role in reaching customers and targeting marketing
messages with precision.

2. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
Push Notifications,
What are they?
Push notifications are messages that are sent from a mobile application, directly to app users mobile
device. The service can be integrated into a business’s mobile app and the back end of their systems
with a code provided by services like Netmera.
Before push notifications can occur, a customer has to sign up for the company’s app, or other
service, using their device. Once they are registered and agree to the permissions, the company can
begin sending small, targeted messages to the customer’s smartphone. The messages are usually in
the form of text, with a logo, and often have a sound to encourage the client to check the message.
More recently, some push notification and mobile engagement companies like Netmera, provided
rich push notifications, which also include features like videos, maps and other interactive items.
How can they be used?
Push notifications can be used in a number of ways:
1. Updates can be sent to customers via rich push notifications using diverse types of media.
This ensures that customers receive a valuable service from the app.
2. Personal messages can be sent to customers. For example a company can easily send a
“Happy birthday” message to relevant customers, offering them a birthday discount.
3. Notifications can be sent based on geographical information, e.g. If a customer enters a
particular area, a push notification can be sent suggesting that they would benefit from
visiting a particular store.
4. Notifications can check and measure the wellbeing or satisfaction of customers. For
example, they can check whether a client received a particular order.
5. Send related content to interest groups such as sending arrival info of a specific brand shoe,
to users who showed interest.
Netmera offers impactful enhancements to push notifications which allow:
1. A/B testing allows sending different messages to smaller groups within the targeted
audience, to find the most effective message
2. Push scheduling allows for automating when pushes go out. These can adjust to match
particular customers’ time zones.
3. Push Inbox prevents pushes from being lost by making them available for customers to use
when they are ready to do so, even offline.
4. Push messages can be tailored in a number of ways based on:
o A customers’ in-app behaviour (e.g. Their average time in the app or their purchase
frequency)
o Specific tags, which can be linked to the CRM platform (e.g. Gender, interests,
favorites etc.)

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Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
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o Triggers (e.g. If a user does a specific action in the app, this might trigger a particular
push notification to be sent)
o Based on actions in the backend system, such as sending a reminder when there is
an abandoned basket.
5. With rich push notifications, it is possible to send more engaging messages. You can even
direct customers to specific product pages by using deep linking.
6. In app pop-ups can reach users who didn't opt in for push notifications
Benefits
When used correctly, push notifications are an excellent way to provide a new level of service to a
customer base, as is illustrated in the following case study of Markafoni. Additionally, they have
shown to result with the following benefits:
o Attract more customers
o Engage existing customers on a deeper level
o Deliver convenient personalized information to customer’s mobile screens
o Provide results that can be analyzed to improve the mobile marketing strategy
o Increase traffic and conversion rates
Mobile Marketing Case Study: Markafoni
Markafoni’s is a company founded in 2008. They have a vision to position mobile as their key area of
growth in an effort to increase mobile usage and subsequently increase revenues.
They launched their first mobile app in 2012, making it available on every mobile platform (Android,
iOS, Blackberry, Windows Phone). This was followed up with a mobile website in 2013.
Markafoni then decided to stop outsourcing their mobile development and recruited an in-house
development team for iOS and Android. This gave them the opportunity to take a close look at their
app, and renew it with a cleaner look and improved performance. Amongst the changes
implemented were:
 A clean check-out process
 A totally new user interface
 Improved application performance
 Enriched mobile analytics which included push notifications
They completely removed the log-in step, until the customer decides to add a product into her
basket, simplifying the customer experience. In addition, the menu was restructured to give a
fresher look and feel.
They recognized that smartphone users are often inherently visual and increased the size of the
product images. They tied in a new Favorites feature (actually implementing it on the mobile
platform before the webpage).

4. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
Two months after the app’s make-over Markafoni discovered that the mobile platform now
generated 30% of their revenues. The average session duration had increased from three to eight
minutes.
It was then that they introduced their new power tool: push notifications.
They chose to do this two ways.
1. First they did mass (broadcast) notifications whenever they wanted to remind all their
customers about daily campaigns, happy hour campaigns or when they had voucher offers.
2. Second, they did custom (segmented) notifications to specific types of customers, based on
their transactional data and past customer behaviour. In fact, sometimes they varied their
promotion depending on the particular type of mobile device being used.
They analyzed the results and discovered that they now had improved real time traffic by ten times
what they had prior to the introduction.

5. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
In addition, they had twice as many daily active users.
Push notification had led to 75% more mobile users on average, and mobile app revenue was now
2.5 times higher.

6. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
They also compared the success of their mass notifications with their custom notifications. There
was 41% more push open rate with their custom push notifications and a 96% higher conversion
rate.
Importance of Analytics
As can be seen from the Markafoni example, it helps to be able to analyze data to show how
effective your campaigns have been. There are a number of tools available to analyze engagement
data which can be provided by Netmera.
Bugs and Errors
There is an analytical tool available to check that applications do what they are supposed to and are
working smoothly. If users are facing problems, companies will see this quickly and be able to take
the appropriate action.

7. www.netmera.com
Copyright Netmera UK, 6- 8 Bonhill Street, London Mobile App Engagement Platform
support@netmera.com
App Analytics
This is where companies can find all the information they need about the customers who use their
app. They can gain information about downloads, open rates and what devices are being used.
Campaign Analytics
Once a company has a campaign in place, they need to know how effective it is. Did they target the
right customer? Here companies can find out information on how many people read the messages,
which links they clicked on and how many people are actually influenced by a campaign.
Investing in Netmera Services Pays Back
Mobile applications and analytics are now a very important part of a marketer’s toolkit. However,
they should not simply be provided on the mobile platform and then forgotten about. They can be
used on a real-time basis to provide relevant, up-to-date information to customers and influence
their purchase decisions.
The numbers are in and show that push notifications can have a huge impact on what mobile device
users spend their money on. This can be particularly targeted when combined with beacons. There is
a very profitable future for companies taking advantage of mobile application services in the
marketplace and, like Markafoni, utilizing the available tools to the full extent.
Atila Madakbas
GM, UK & Ireland
atila@netmera.com
+44 203 290 0433
+44 777 614 7304