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Mobile Engagement Automation - a Darwinian Guide to Customer Relationships

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Mobile Engagement Automation - a Darwinian Guide to Customer Relationships

Customer marketing is undergoing a bigger shift than the email marketing. This is because of the confluence of Mobile, Big Data, API's, Elastic Cloud to create real-time contextual

Customer marketing is undergoing a bigger shift than the email marketing. This is because of the confluence of Mobile, Big Data, API's, Elastic Cloud to create real-time contextual

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Mobile Engagement Automation - a Darwinian Guide to Customer Relationships

  1. 1. Mobile Engagement Automation David Jones @djinoz A Darwinian Guide to Customer Relationships
  2. 2. $25B 2013 115%YOY GROWTH 1.3+ Million Apps in Appstore & Play Store People Check Phones 150x per day CTR 35% Higher on mobile SmartPhones are now the PRIMARY screen (over TV) M-Commerce the majority of e-commerce by 2018 85% prefer Mobile Apps over Mobile Websites Mobile & Big Data A Massive Opportunity for Businesses
  3. 3. Marketing evolves to Automated Engagement Broadcast CRM/Data-warehouse Export to Letter/Email/Call Centre Triggered Email Mobile Engagement CRM/MA/Email Products (hubspot, marketo, eloqua, responsys) Mobile Telemetry
  4. 4. Traditional CRM (customer intelligence locked up in the datacenter, marketing falls back to broadcast and static segments) CRM + Mobile Telemetry (automated personalised mobile engagement)
  5. 5. Traditional CRM (customer intelligence locked up in the datacenter) Who Address D.O.B Income Past Transactions Support History Demographics Where are they NOW Where they WILL be How they use App When they user Apps Which Stores? When Transact Social Signals Realtime Telemetry DeadDead StaticDynamic CRM + Mobile Telemetry (automated personalised mobile engagement)
  6. 6. Is Mobile Engagement Automation niche?
  7. 7. The Elastic Cloud (RightScale, ElasticBeanstalk) SaaS APIs (StreetHawk all API, Mulesoft, Zapier) Mobile/Wearable/IoT Relevant contextual Sensors and Receivers (Push) 4 Horseman of the Oppocalpyse (Opportunity apocalypse….sorry) Location as a Use Case contextual: person2place, person2person, person2device
  8. 8. Location “as a Use Case” Tools GPS Geofences iBeacons Cell/Wifi Geofences Phones as Beacons RFID/NFC Very Near Very Far
  9. 9. NFC as automation initiators RFID/NFC PayWave/PayPass Apple Pay
  10. 10. Meet Some…iBeacons Developer Radius Networks arduino based with a BLE USB. (developer kit) Kontakt (Poland) Estimote (USA/Poland) Simple to deploy, Simple to steal (?) Roximity key fob (US) Also USB versions to plug into POS I guess BlueCat (Aus & US) TCO approach with power management May be extensible
  11. 11. Mobile Automation Triggers (screenshot from StreetHawk marketer’s console)
  12. 12. Here’s Alex….mum - picking up kids from school Use Case 1: Drive Engagement with Registered User Alex Has: Property App for iOS
  13. 13. realestate.com.au New Matches for your favourite search
  14. 14. Alex is Here New House
  15. 15. SearchMatch Automation filters match Alex in real-time Run Campaign Mon-Friday 3-5pm
  16. 16. Alex Gets Personalised Contextual Content Everything you need at Woolies just 5 mins away Alex, maybe Tuscan Red Peppers?
  17. 17. iBeacon detection of Alex’s arrival Alex’s iPhone in Pocket with Property App Campaign Performance Confirmed (footfall at Open House)
  18. 18. Shopping On-site service (Tradesmen, Car breakdowns) Real-Estate 4 Mobile Automation Use Cases Transport Go-Catch, Uber, Ingogo
  19. 19. Use Case 2: GoCatch, Uber, Ingogo 1. User opens App and hits request Mobile/API 2. User details and geofence location sent API/GPS Geofence 3. SaaS service computes and sends to nearby drivers who are available Cloud Compute Push Notifications/ Cell Geofences 4. Drivers bid for the job API 5. Drivers assigned API/Push Notification
  20. 20. Use Case 2: GoCatch, Uber, Ingogo (cont’d) 6. User notified as driver approaches GPS/Push Notification 7. Ride Starts Car! Motors! 8. Ride Ends at destination Geofence 9. Payment deducted from user/ Credited to Driver APIs/SaaS 10. Later, ask the user to rate the experience. Other retention steps Push Notification/ API/Mobile UX
  21. 21. Spam & Privacy Considerations iBeacon providers think retailer “walk in the shop” get a pop-up is cool. Tom Cruise Minority Report IS utopia (personalized) spam popups is the dystopia we get.
  22. 22. A better retail use-case Inside Woolies iBeacons confirm footfall…
  23. 23. Spamming accelerates abandonment Measure Customer Intelligence Across Multiple Apps (your App or other Apps as a channel) 76% Apps abandoned within 3 months Challenges for Mobile Marketers Marketing competes with features on App Roadmap
  24. 24. Summary Smart CMOs will: Punch a hole through the CRM wall to deliver contextual engagement Customer Marketing & Automation is Darwinian “Survival of the fittest”
  25. 25. QUESTIONS? http://bit.ly/MobileEngagementPodcastiTunes:

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