3. Page 3
Engagement Marketing
Build personalized and enduring relationships
#1 - As Individuals
#2 - Based On What They Do
#3 - Continuously Over Time
#4 - Directed Towards a Goal
#5 - Everywhere They Are
4. • They are currently 7.22B “active” mobile devices on
planet earth, more than there are people.
• 1.6B people are buying new PCs every 5 years, 4B
people buying new mobile devices every 2 years
• More than 50% of emails are opened on a mobile device
“They” Are On Mobile
7. • Marketo Mobile Engagement SDK components are added
to mobile app
Listening and Speaking on Mobile
8. Marketo Mobile Engagement (MME) empowers
Marketers to:
• Listen for key activities in native mobile apps and use that to
inform cross channel communications
• Speak via push notifications and in-app messages informed
by cross-channel activity
• Drive lasting customer engagement by providing unified and
personalized experiences coordinated across channels.
Listening and Speaking on Mobile
But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success.
First of all, your buyers are more empowered than ever before. They have 2900 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman).
Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey. In the past, sales was empowered and customer service interacted with the customers a lot, but given these trends, marketing is taking the lead, building a bond with customers and becoming the steward of the customer journey.
Visual Note:
Chevron and movement. Engagement Marketing bigger.
As marketers shift from talking at people, and focusing on transactions, to engaging with people – to build meaningful, life-long, and personalized relationships.
We call this engagement marketing.
Engagement marketing is about creating meaningful interactions with your customers, based on who they are and what they do, continuously over time. It’s marketing that engages people towards a goal, wherever your customers are. It’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more – and better targeted – programs.
Two people looking at map or route map and deciding which way to go.
Put in a listener for no activity, stop at top half and use second half as build. Pill bottle, fit bit can be added for IOT.