Add rocket fuel to your digital marketing (Innotech Austin 2014)
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The document discusses how to add "rocket fuel" to digital marketing by improving connectedness with customers, integrating customer touchpoints, and simplifying messages. It promotes using Adobe's digital marketing technologies and services to achieve business results like increased revenue and customer loyalty as well as customer results like relevant offers and positive experiences. The document provides examples of how companies have succeeded by taking this approach.
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Add rocket fuel to your digital marketing (Innotech Austin 2014)
- 1. Add ROCKET FUEL to your DIGITAL MARKETING Ed Hewett, Industry Strategy & Marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 Credit: STS-127, NASA/Tony Gray, Tom Farrar
- 2. OLD © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Credit: NASA/Robert Simmon NEW Credit: ESO/NASA/JPL-Caltech/S. Kraus Marketing
- 3. © 20134 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 4. © 20144 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Alisha
- 5. © 20154 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Angie
- 6. © 20164 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lloyd
- 7. FUEL THE FLIGHT PATH TO SUCCESS! ! Improve connectedness with customers ! Integrate customer touch points ! Simplify the message © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: NASA
- 8. DELIVER BUSINESS RESULTS Business Wins © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Increase revenue per customer Increase conversions Increase return on marketing spend Improve customer loyalty - LTV Capitalize on social media opportunities Meet consumer mobile expectations Drive measurable impact on the business
- 9. DELIVER CUSTOMER RESULTS Customers Win © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Relevant offers Personal communication Real-time problem solving Delightful experiences Consistent results Available anywhere Drive positive customer outcomes
- 10. ONLY ASTRONAUTS COULD ACT AS CAPCOM ON SHUTTLE FLIGHTS connect © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: NASA, Charles Duke, Jim Lovell, Fred Haise Apollo 11
- 11. WHAT ARE YOU WILLING TO © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SHARE? 34% - US respondents unwilling to share their fitness data with their health insurance provider to lower their insurance cost. Percent of adults age 20 years and over who are Source: Macquarie Capital March ’14 Source: CDC ‘12 obese: 35.1% connect
- 12. ACTIVITY: LIST TWO CRUCIAL CUSTOMER TOUCH POINTS Touch point 1 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Touch point 2 Barrier connect
- 13. c©o 2014n Adoben Systeems Inccorporatted. All Rights Reserved. Adobe Confidential. SINGLE VIEW OF CREATIVE CLOUD CUSTOMERS
- 14. FUEL UP: TALK TO A CUSTOMER (use full customer context where appropriate) FIRST 5 TO SHARE THE EXPERIENCE ed.hewett@adobe.com connect © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integrated customer touch points put the CUSTOMER IN THE COCKPIT integrate
- 16. l WHAT’S YOUR METAPHOR? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Share @ed_hewett integrate
- 17. RESEARCH: DIGITAL MARKETING IN THE TELECOM SECTOR integrate © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 18. INTEGRATED CUSTOMER TOUCH POINTS “The Adobe solution matched our needs perfectly, providing us with the ability to coordinate campaigns centrally and locally.” Rachel Marouani, director of customer marketing and e-commerce, Sephora © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Leading retail beauty chain drives customer loyalty with timely, targeted campaigns both in-store and online. SOLUTION Adobe Campaign solution within Adobe Marketing Cloud RESULTS MEASURING ROI Achieved ability to measure campaign effectiveness according to brand, geo, &interaction channel 70% PRODUCTIVITY JUMP 200% TREMENDOUS RESPONSE Doubled response rates without increasing campaign spending RAPID RESULTS Reduced time required for campaign analysis from five days to one day MORE EFFICIENT Realized significant time savings with simplified direct mail campaign creation and execution capabilities INCREASE 5 TIMES FASTER
- 19. VODAFONE RECOVERS 15% SALES integrate © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 20. FUEL UP: EVALUATE CUSTOMER JOURNEY FOR BREAKPOINTS Obvious gap when we compare completion to conversion © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Orders per Visit CONVERSION Source: North America Wireless Operator Consumer Retail Benchmark 1H ‘14 integrate COMPLETION
- 21. REMARKETING WITH INTEGRATED CUSTOMER TOUCH POINTS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. When users meet roadblocks … integrate
- 22. EVALUATE THE BEST CONVERSION CHANNEL FOR THE CUSTOMER © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Deloitte: Customer Conversion: The Changing Nature of Retail: Planting the seeds for sustainable growth integrate
- 23. DON’T FORGET TO ADJUST BASED ON YOUR CUSTOMER CONNECTION integrate © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 24. REMARKETING – EMAIL VISITORS FROM COMPETITOR NETWORKS integrate © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 25. REMARKETING – TEXT EXISTING © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CUSTOMERS integrate
- 26. REMARKETING – IN-APP & PUSH © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MESSAGES integrate
- 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. HOW MANY STARS simplify CAN YOU SEE?
- 28. WE’RE LIVING IN A 4+ STAR WORLD simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 29. 4 STARS: THE CONTENT WE “READ” simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 30. 4 STARS: THE PRODUCTS WE BUY simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 31. 4 STARS: THE APPS WE USE © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apps I currently use at least weekly. simplify
- 32. 4 STARS: THE APPS WE USE (LESS FREQUENTLY) © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apps I currently use at least weekly. simplify
- 33. WHAT IF MY APP ISN’T 4 STARS? simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 34. WHAT’S THE USER CASE FOR APPS? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Percentage of total visits Source: Luth Research, ZQ Tracking data ‘14 simplify
- 35. LEARN WHAT YOUR CUSTOMERS WANT AND BUILD THAT EXPERIENCE © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Adobe Mobile Consumer Survey 2014 simplify
- 36. DIGITAL MARKETING TECHNOLOGY HELPS YOU SIMPLIFY simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Adobe Mobile Marketing Survey 2014
- 37. SIMPLIFIED APP EXPERIENCES simplify © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile app conversion rate 5X higher than mobile web Mobile apps drive 80% of orders with only 20% of visits Push notifications for mobile apps drove 11% increase in ticket purchases and 142% boost in time spent “After implementing Adobe Primetime, the iTunes app rating jumped from 2.5 to 4 stars. We’re also seeing increased app and video engagement, indicating … a stronger customer experience.” Sree Kotay, chief software architect
- 38. FUEL UP: MOBILE APP MARKETING Use app-centric approach but maintain full business context INVEST IN YOUR CUSTOMERS • Build apps with the customer journey in mind • Remove non-core functionality • Monitor social channels for feedback (esp. app store reviews) • Take a clear approach to privacy including opts • Integrate with physical location and other native device capabilities where appropriate © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. INVEST IN YOUR APP MARKETING TEAM • Minimize marketing SDKs (single SDK preferred) • Simplify experiences through Analytics, Personalization & Targeting • Streamline acquisition budgets & onboarding process based on data • Engage customers in a timely manner via messages (In-app, push, email) simplify
- 39. FUEL FOR A JOURNEY OF 1,000 LIGHT YEARS BEGINS WITH … Improving connectedness with customers Integrating customer touch points Simplifying the message © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 40. CUSTOMER MARKETERS ARE THE NEW PAYLOAD © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Alisha Runs an Etsy Shop Lloyd Old Mill Music Festival Sawmill Vagrants Angie Personal Trainer
- 41. CONTINUE THE CONVERSATION Add ROCKET FUEL to Your DIGITAL MARKETING Ed Hewett, Industry Strategy & Marketing ed.hewett@adobe.com adobe.ly/edhewett (blog) twitter.com/ed_hewett linkedin.com/in/edhewett © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Credit: NASA/Tony Gray, Tom Farrar
Editor's Notes
- Talk Track: Shuttle launches have always captured my imagination. The NASA Space Shuttle fleet (retired 2011) utilized 2.2 Million pounds of solid fuel AND 1.6 Million pounds of liquid fuel per launch to attain low-Earth orbit. That’s a lot of bang for a space buck! What’s interesting is the old way of launching people into space (single, coordinated event, tons of investment, single payload that goes to one place (serves a very wide audience) parallels the old way of marketing (one major coordinated thrust, blasted to everyone). It’s a really great way to reach a large homogenous audience but the trouble is large scale homogenous target/audience (if there ever was one) no longer exists. A situation validated by diminishing ROI on these types of marketing efforts. -Old model: rocket fuel (campaign spend), payload (large, single message campaigns), target (large homogenouse audience) -New model: added rocket fuel (connectedness, integrated experience, simplify), payload (customer marketers), target (many small passionate groups) -The new model is thousands of groups who strongly identify around specific ideas, topics, movements. -the new model is many different digital devices and digital channels (Strategy Analytics says 4 internet devices per person by 2020) -the new model is customers speaking out (data?) Abstract: Devices have changed, marketing has evolved, and customers are speaking out; but are we listening? Marketers faced with accelerating complexity and competitive forces may find it difficult to tune in. Luckily, we can close the gap—digital marketing technologies ignite opportunities presented by the evolving digital world. In this session we will discuss how to: · improve connectedness with customers (connect with customers/single view of customer) · integrate customer touch points · simplify the message
- So how do we refocus our significant marketing investment to fuel digital marketing? How do we better address the new model where our target looks like earth to a place where our target looks like millions of stars? The new rocket fuel for marketing is the following: As marketers, we can increase the number of customers, their happiness/satisfaction with our brand, and their loyalty by: improve connectedness with customers integrate customer touch points simplify the message This will in turn drive business results by increasing total customers, conversion rates, order frequency, average order value & size
- Customers in Crockett, TX Sometimes we have to go slow to go fast With devices, markets, and how people connect evolving so quickly, we decided to head out to Crockett Texas, where the pace is slower and sitting on your porch is still "a thing”. Residents also have a handle on what’s truly important. When we asked locals what advice they had for marketers, here's what we found:
- Improve Connectedness With Customers: When I talk to a friend, they remember our last conversation; but when I interact with many brands, I feel like I'm in the movie "50 first dates" or like I'm being hunted down. I want real people to connect with me AND I want self-directed discovery. [talk to customers, build intelligence into customer systems]
- integrate customer touch points: Angie is into health and fitness—she really appreciates when experiences are integrated. She talked about the ability to share fitness data with others. [also have that data integrated into offline experiences] Another person I spoke with said, “When I walk into a store I expect a corollary/companion experience on my device. I had a great experience at a bakery in Dallas recently--I ordered over an app, skipped the long long line, and received my food in record time. To top it off, they messaged me a coupon for my next visit. If they had a location in Crockett, I'd eat there every week.” [helps create consistent experiences]
- Simplify The Message: Lloyd is really into music and has a Tuner app he uses regularly. The app doesn’t show ads that are relevant though … With so much technology in my life, I'm moving to the "easy" button, that's why I have lots of Apple devices. I order from my phone because it’s easy—I don’t need to go to the computer. If I have to move from my phone to a laptop to complete a task, I'm much less likely to continue using that brand. Make it so i can accomplish what i want on the device I'm currently holding. “make it easy” song [by eliminating un-necessary content]
- New conditions dictate a new flight path. Simple (not necessarily easy) but we can do it!
- Generally, only the Capsule Communicator (CAPCOM) communicates directly with the crew of a manned space flight. During much of the U.S. manned space program, NASA felt it important for all communication with the astronauts in space to pass through a single individual in the Mission Control Center. That role was designated the Capsule Communicator or CAPCOM and was filled by another astronaut, often one of the backup- or support-crew members. NASA believes that an astronaut is most able to understand the situation in the spacecraft and pass information in the clearest way. Non-astronauts from the Space Flight Training branch also function as CAPCOM during ISS missions. Photo: Flight controllers Charles Duke (Capcom), Jim Lovell (backup Commander) and Fred Haise (backup Lunar Module Pilot) are pictured during Apollo 11's lunar module descent. improve connectedness with customers Connect Liberally, Market Sparingly (people are craving connectedness, reference earlier session: “create lifetime customers”-Lars Petersen) wizard of oz—remove the curtain between customer and marketer Build connectedness to increase conversion (but actually its hard to build a long-term business)
- Talk Track: Large percentage of people who don’t want to share-they don’t want to connect because for them, there’s no value in being connected. -doctors that are empathetic and talk to their patients don’t get sued -people that feel connected to each other don’t cause a flight to be diverted over a seat reclining argument (solution is not add a screening in security for jerks OR removing the ability to recline seats). It’s building connectedness with other passengers and a focus on the customer experience. -offline: people that touch products are more likely to buy, online: people who watch product video are more likely to buy (video is the online version of touch) -Customers convert more and spend more when they feel connected, customers get offended when they feel marketed to, marketers have to understand tech AND how customers use the tech (video/retail example & nod to “Developing winning video strategy” by Kent Lewis) A tale of two charts: Companies often must guess where the line is drawn, but if you’re actually connected with your users, it’s a much simpler line to find Why is this so hard? Marketers are trained to market, not connect; otherwise I’d have a degree that emphasized connecting It’s easier to market than to connect. “Customers are people, too” “you personalize by being an actual person” “targeting happens in first person shooters” Talk to your customers utilizing a system providing a single view of the customer; you really have to both market and connect
- Two crucial customer touch points The single largest barrier to facilitating connectedness between these two touch points If I was filling out the paper right now for Adobe, I’d put: 1: Online Creative Cloud account & purchase system 2: In-app experiences (desktop, mobile) B: system containing single view of the customer integrated into these touch points Ask audience to share their barriers. In fact, Adobe recently went through an effort to create a single view of the customer using our own Adobe Marketing Cloud capabilities.
- Adobe customers that build connectedness see greater results (highlight Adobe Social or Video example, video preferred given above); result is more conversion -Adobe leader in building relationships/connectedness Industry-first capabilities introduced as part of core services include Master Marketing Profile, which gives companies a single view of their customers and prospects to deepen relationships and offer highly personalized experiences across marketing channels. Dynamic customer profiles can be updated in real-time with behavioral data from Marketing Cloud solutions and third party systems like CRM, ERP, transactional and payment platforms. http://offers.adobe.com/content/dam/offer-manager/en/na/marketing/Campaign%20PDF's/Migration/Adobe%20Campaign%20The%20Single%20Marketing%20View%20of%20the%20Customer.pdf C-Spire Wireless Staduim (EU) Autotrader & Others
- When was the last time you talked to a customer? You should definitely talk to customers if you’re not already (primary research, onsite sat surveys, social, phone, face to face) but you need a single customer record to ensure your conversation continues to build connectedness
- Once you’ve created connections with your customers, you’ll realize you also need to integrate customer touch points to create consistent experiences Talk about getting to use the shuttle simulator in 2010. Integrated customer touch points put the customer in the cockpit OR Integrated customer touch points create a customer-driven flight path (adobe example)
- Integrated customer touch points feel like an immersive mud bath (it’s perfect for the target audience). OR you go in to buy flowers and you end up covered in mud
- Talk Track: an increasingly complex value proposition given the proliferation of devices and channels available to engage with users. There’s clearly work to do closing the gap between customer expectations and current reality. Data shows happier customers when experiences are consistent purpose-driven experiences, larger iphone, tablet, watch OR slide on multi-channel conversion—people browsing on mobile then convert on desktop/tab Why is this so hard? Lots of channels, lots of devices You don’t have to wait for the stars to align,
- Sephora’s technology requirements for its new enterprise marketing solution were stringent: It needed a marketing data mart that could be updated daily by direct marketers, regardless of their location. Plus, the overall system needed to be able to predict purchase behavior across multiple channels and allow for the development of customer profiles to increase loyalty and revenue per customer. Due to its worldwide expansion, it was also imperative that Sephora’s marketing solution be able to effectively scale across its global footprint and be flexible enough to mesh with existing information systems. “We set about creating a unified marketing data mart to consolidate all customer data from various channels, like point of sale, web, and call center, and thus reduce lead time in targeting and segmentation,” explains Rachel Marouani, director of customer marketing and e-commerce at Sephora. “We were looking for a solution that could be rapidly deployed across several countries and was capable of measuring cross-channel responses accurately and quickly.” Also touch on shared asset repository
- For telecoms, the experiences has gaps. There’s a gap between what customers expect and the current reality, gap in understanding for marketers, gap in technology, gap in budgets. Slightly less likely to complete (just the checkout), significantly less likely to convert (entire workflow) We need to understand and begin to hone in on the reason for the lagging conversion rates. Well here we can see that once customers get to the checkout phase on a mobile device, the completion rate is somewhat similar regardless of device. However, when we look at the overall conversion process mobile lags behind. What that means is that the experience from initial visit to checkout is where all the fallout is. Although we could continue and get more granular, this information at least gives us something to act on and begin to change/improve
- In the telecom space users meet all kinds of roadblocks when trying to complete a digital transaction. Some of these roadblocks are inherent in the industry, for example figuring out a complex plan or the requirement of credit checks. This requires that telecom companies really understand their customers so that the companies can innovate around these around these roadblocks. This is where the importance of connectedness comes in. Without genuine connections and relationships with your customers you will not have the necessary level of understanding to make effective change.
- Here is an example of that understanding. Some industries and channels have very different customer behavior. Whereas one would rarely walk into a grocery store and then walk out without buying anything, we do that all the time on our desktops and phones. Do you have an understanding of your industry and where it would sit on this chart? If so, do you know why this is the case? What is the best channel Deloitte retail report: internet has lower intent to buy than physically standing retail store (for now)-when will we turn a corner and retail will be used as a research point for buying online? Deloitte: Customer Conversion: The Changing Nature of Retail: Planting the seeds for sustainable growth Research shows that when people touch things they're more likely to buy them. Compare online conversion to in-store conversion http://lifehacker.com/how-stores-manipulate-your-senses-so-you-spend-more-mon-475987594/all
- You must then begin to look at your available data to see what can be used to change the experience. In the telecom industry, a great piece of information available is that they can tell if a mobile visitor is on their network or a customer of a different network. This is rich data that can be leveraged to take very personalized action.
- What if for example, they targeted abandoned carts and checkouts based on current network. Here our friend Ed is targeted with a piece of email suggesting a switch from his current network and we can specifically call out the differences and advantages our network has over that specific competitor. Note that we also want to offer the ability for them to convert I whichever channel they are most comfortable with, online, in person, over the phone, setting up an appointment, etc. We don’t need to push them down a channel they are uncomfortable with and will resist
- When they are already a known customer the experience can be even more rich. We can text message them to
- Adobe customer Vodafone AU saw 15% recapture rate on abandoned shopping carts utilizing a remarketing approach
- Simplify The Message (app view) We only see the bright & close ones (BTW, the brightest stars often turn out to be planets and galaxies) -eyes-2k-5k (10,000 is total in view of the earth but we only see half) -binoculars 500K -decent telescope: 1-10 million -100-400 billion stars in milky way http://earthsky.org/space/how-many-stars-could-you-see-on-a-clear-moonless-night http://www.space.com/25959-how-many-stars-are-in-the-milky-way.html
- Story: I received one shoe in the mail the other day from a retailer I’d never purchased from before. Some things you just can't recover from. (Amazon not perfect, but for most people there’s a trust relationship that allows Amazon to make a mistake without causing a severed relationship) I don’t buy anything on Amazon that doesn’t rate 4 stars I don’t download any audio books that don’t rate 4 stars I try not to download apps that don’t rate 4 stars BTW, the brightest stars often turn out to be planets Story: I received one shoe in the mail the other day from a retailer I’d never purchased from before. Some things you just can't recover from. (Amazon not perfect, but for most people there’s a trust relationship that allows Amazon to make a mistake without causing a severed relationship)
- Crowdsourcing has accelerated with tech: app reviews, seller ratings …
- http://www.amazon.com/gp/product/B008YHB23A/ref=oh_aui_detailpage_o02_s00?ie=UTF8&psc=1#cm_cr_dpwidgetaudible When he first allowed the public to post book reviews on Amazon.com, some of Bezos’s shareholders took exception. “Why would you let people write bad things about the books we’re trying to sell?” they would ask. “It’s all about the long term,” Jeff would say. “We don't make money when we sell things. We make money when we help customers make purchase decisions.” According to Bezos, helping customers make better purchase decisions in the short term is precisely how Amazon wins in the long term.
- Talk Track: Only app in the list with less than 4 starts is one that has a near monopoly and runs in the background. Monopolies can be great but they only last for so long—eventually you’ll be disrupted and when that happens, a lot of your fate is determined by connectedness/relationships with customers. I only use ~20 apps regularly. My iPhone currently has 130 iPhone apps installed (376iPhone apps purchased) out of 1.2M apps [didn’t filter on iPhone] in the galaxy (iOS apps) [that’s .03% downloaded, 34.6% currently installed that were purchased, 15.4% of currently installed in use, (recent study showed your top app takes 40% of your time) a handful make up bulk of time] At the risk of TMI, here’s the apps I use at least weekly and their app rating. Here’s a snapshot of apps I use less often (but still use) and their rating. I’ll bet there’s a nice tidy segment you could put me in now
- The only sub-par apps that people actually use are ones where a customer has a strong hold on the market…
- I only know one place where not many stars is a good thing … TEXAS How many of you have apps? How many of you know the star rating for your app? Let’s take a minute How do I get to a 4 star app? By simplifying the message NA Wireless Operators say they want to differentiate through the customer experience, yet none have invested sufficient to achieve a 4 star rating in the app store for an account app. Here’s a great opportunity to crack the customer experience and differentiate.
- Over the last year, total number of apps utilized is flat but time spent has gone up by 30%. 84% say tablets used most frequently in the home (up from 79% YoY Source: Adobe 2014 Mobile Consumer Survey 54% of survey respondents say mobile-optimized sites don’t give enough information (Source: ExactTarget 2014 Mobile Behavior Report) Forrester. Get to Know Mobile Tactics, 2013—data from Luth research Deutsche bank: deep dive on app discovery Google: 65% of in-store shoppers prefer mobile sites to apps ExactTarget: 2014 Mobile Behavior Report http://www.businessinsider.com/mobile-users-are-spending-more-time-within-the-same-apps-chart-2014-7 http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html
- For respondents who frequently engage with apps from each industry, here’s the area engaged by most users: Not just about providing product/price information in consumer—needs to be in right format (video) *another study by Google shows research typically starts in … Search; people more likely to buy after engaging with video content “ONLY 20% OF APP EXPERIENCES ARE COMPLETELY DIFFERENT THAN DESKTOP WEB EXPERIENCES” Source: Econsultancy/Adobe Quarterly Digital Intelligence briefing Data showing most marketers don’t know best conversion channel
- “Mobile leaders are managing their digital assets with content management solutions, measuring their app experience with analytics, personalizing experiences with targeting technology, and driving re-engagement with mobile messaging solutions.” -Source: Adobe Mobile Marketing Survey 2014
- Ticketmaster.com is the global event ticketing leader and one of the world’s top five eCommerce sites, with more than 26 million unique visitors monthly. Live Nation Concerts produces more than 20,000 shows annually and Front Line is the world’s top artist management company, representing more than 250 artists. These businesses power Live Nation Network, the leading provider of entertainment marketing solutions, enabling over 800 advertisers to sell tickets and related products and services to 200 million consumers annually. Results • Helped translate 10% growth in mobile traffic to 500% growth in sales transacted through mobile devices • Measured 11% increase in ticket purchases and 142% boost in time spent with the mobile application as a result of push notifications During the company’s six-week test of push notifications, Live Nation has seen conversion, engagement, and ticket orders within the app increase. Specifically, engagement numbers have more than doubled— with time spent with the app per visitor increasing 142% and visits per user up 150%—as well as an 11% increase in ticket sales per order through the app. “The initial increases we’ve seen with push notifications are encouraging,” says Watts. “We’re excited about seeing what data we can collect with Adobe Marketing Cloud to further optimize these activities and get even more from our efforts.”
- Digital marketing helps here—it’s astonishing that what we would consider very basic digital marketing technology is still not being used in the app space Understand the purpose of the app and key business objectives Define App KPIs and metrics that align to objectives Partner with app development team (internal or 3rd party) to ensure that measurement is part of scope As a minimum, measure App “Lifecycle” data: launches, crashes, days since last use Analyze Appstore data for downloads, ranking, revenue, ratings, reviews Analyze effectiveness of campaigns for acquisition and re-engagement Ensure that privacy statement matches what you actually do in the app
- Talk Track: We really hope you’ll enjoy today’s session. We’ve included a link to our presentation in the hope that it will be useful but the true benefit will come if you start at least one action toward building mobile within your organization TODAY. As they say, a journey of 1000 light years begins with The new rocket fuel for marketing is the following As marketers, we can increase the number of customers, their happiness/satisfaction with our brand, and their loyalty. We can do this by: Building connectedness with our customers Integrating all customer touch points Simplifying our message Benefits derived from simplifying, consistent experiences, & connectedness is organizations drive: -CSAT drives organizational performance, conversion
- If Connectedness, integrateged experiences, and simplified messages are the new fuel, then customer marketers are the new payload. They’re the ones who will help you reach the small passionate groups (Seth Godin uses the terminology tribes) The marketing launch vehicle looks a lot more like a hot air balloon then a rocket and the payload looks a lot more like an individual capsule As it turns out, CUSTOMERS are marketers, too.
- Talk Track: Shuttle launches have always captured my imagination. The NASA Space Shuttle fleet (retired 2011) utilized 2.2 Million pounds of solid fuel AND 1.6 Million pounds of liquid fuel per launch to attain low-Earth orbit. That’s a lot of bang for a space buck! What’s interesting is the old way of launching people into space (single, coordinated event, tons of investment, single payload that goes to one place (serves a very wide audience) parallels the old way of marketing (one major coordinated thrust, blasted to everyone). It’s a really great way to reach a large homogenous audience but the trouble is the homogenous target/audience (if there ever was one) no longer exists. A situation validated by diminishing ROI on these types of marketing efforts. -The new model is thousands of groups who strongly identify around specific ideas, topics, movements. -the new model is many different digital devices and digital channels (Strategy Analytics says 4 internet devices per person by 2020) -the new model is customers speaking out (data?) Abstract: Devices have changed, marketing has evolved, and customers are speaking out; but are we listening? Marketers faced with accelerating complexity and competitive forces may find it difficult to tune in. Luckily, we can close the gap—digital marketing technologies ignite opportunities presented by the evolving digital world. Image: STS-127