This document discusses developing a cross-channel mobile marketing strategy. It recommends considering your audience by creating customer personas and understanding the customer lifecycle. The strategy should define goals such as brand building or gaining new customers. Key performance indicators should be developed to measure customer engagement, acquisition, and service quality. The overall strategy should make mobile marketing part of the cross-channel approach by building audiences, considering communication timing and frequency, and combining mobile and marketing automation.
Predicting the Top Web Personalization Use Cases in 2016Marketo
There's a reason why we end up buying things we didn't know we wanted or click on links that are relevant, because when a website is personalized, it has our attention. Check out these slides we predict the top web personalization use cases in 2016 that you should implement into your marketing plans for next year.
Using Mobile Ads and Referrals to Drive Sales LeadsMarketo
Can you convince end users to lobby their IT department for an enterprise technology solution? Check out this session with Howard Sewell, a 20-year B2B marketing and demand generation expert to find out. You will learn how MobileIron used mobile advertising, mobile landing pages, social sharing, and automated email response to drive IT referrals.
This session from the record-breaking New Rules of Marketing Virtual Event will show you:
-Creative concepts for mobile ads
-Best practices for campaign workflows
-Detailed summary of successful MobileIron campaigns, including test results
Content Is Personal: Win Over Your Audience with EngagementMarketo
Join special guest Tia Newcomer, VP of Marketing at Cord Blood Registry, along with Marketo's Director of Product Marketing, Mike Berger, as they discuss the key principles of engagement marketing, and how to put them into action.
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Predicting the Top Web Personalization Use Cases in 2016Marketo
There's a reason why we end up buying things we didn't know we wanted or click on links that are relevant, because when a website is personalized, it has our attention. Check out these slides we predict the top web personalization use cases in 2016 that you should implement into your marketing plans for next year.
Using Mobile Ads and Referrals to Drive Sales LeadsMarketo
Can you convince end users to lobby their IT department for an enterprise technology solution? Check out this session with Howard Sewell, a 20-year B2B marketing and demand generation expert to find out. You will learn how MobileIron used mobile advertising, mobile landing pages, social sharing, and automated email response to drive IT referrals.
This session from the record-breaking New Rules of Marketing Virtual Event will show you:
-Creative concepts for mobile ads
-Best practices for campaign workflows
-Detailed summary of successful MobileIron campaigns, including test results
Content Is Personal: Win Over Your Audience with EngagementMarketo
Join special guest Tia Newcomer, VP of Marketing at Cord Blood Registry, along with Marketo's Director of Product Marketing, Mike Berger, as they discuss the key principles of engagement marketing, and how to put them into action.
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
7 Killer Tactics to Catapult a Mobile Marketing StrategyWaterfall Mobile
A mobile marketing strategy is just that – unless, of course, you've got some specific tactics to enhance mobile creativity, tracking and success. But how do these tactics play out in the real world? How can marketers apply them within their own business?
Find the answer to all these questions (and more) in the latest webinar from Waterfall Mobile: 7 Killer Tactics To Catapult Your Mobile Marketing Strategy. From the Getting It Right In Mobile series.
Check out this presentation by Marketo's Vidya Chadaga and discover how nurturing can get you on the path to long-term, lasting relationships with your customers!
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
The Age of the Customer: Automating and Optimizing Audience EngagementMarketo
Consumers today have higher expectations than ever before. Thanks to the bombardment of marketing messages being thrown at them, they demand messages that are timely and relevant. To succeed in this new era, marketers must evolve their communications and campaigns to reflect the nature of today’s distracted audience. They must become customer obsessed.
In this must-see webinar with Jon Miller, VP of Marketing and Co-founder of Marketo, and featured guest speaker Cory Munchbach, Analyst at Forrester Research, Inc, you will get a taste of the strategies and solutions available to you for automating, optimizing, and powering this engagement.
You will discover:
-How to tackle common challenges such channel silos, limited data, and campaign mindset
-Behavioral, contextual, and conversational tools every marketer needs in their "customer obsessed" toolkit
-What a "customer life cycle marketing system" looks like
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Finding New Customers Through Engaging ContentMarketo
Everyone is talking about content. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Watch this session with Dayna Rothman, Content Marketing Manager at Marketo, to learn how to construct a solid content marketing plan that converts.
Watch this session from the record-breaking New Rules of Marketing Virtual event to discover:
-How to create a rockstar content marketing team
-How to do more with less by using lean content marketing techniques
-How to build your content marketing plan based around themes and personas
-Examples from Marketo's own content marketing successes
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
Did you know that 20% of all mobile apps are only used once? With most consumers having 50-100 apps on their phones, how can your company's mobile app stand out from the competition?
Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements.
Check out this presentation from Mike Stocker that will provide examples of companies with mobile apps that have used marketing automation to drive app downloads, user retention, engagement, and monetization.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Attract More Customers with Inbound and Outbound MarketingMarketo
From segmentation and personalization to PPC and social Media, this webinar has it all. Check out expert ways to attract and engage more leads through inbound and outbound marketing.
How to Test and Optimize Your Lead Nurturing StrategyMarketo
In this webinar, Marketo and SmartBear cover best practices for your lead nurture strategy.
Highlights include:
- Why segmenting your database is important
- A/B testing for lead nurturing
- Creating a consistent message for multiple channels
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
CMOs: Transforming Marketing into a Growth EngineMarketo
Check out this presentation featuring data from Forrester Research. You'll discover how to deliver optimal customer experiences and drive revenue in the process!
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
Graduate from Email Marketing to Marketing AutomationMarketo
Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
7 Killer Tactics to Catapult a Mobile Marketing StrategyWaterfall Mobile
A mobile marketing strategy is just that – unless, of course, you've got some specific tactics to enhance mobile creativity, tracking and success. But how do these tactics play out in the real world? How can marketers apply them within their own business?
Find the answer to all these questions (and more) in the latest webinar from Waterfall Mobile: 7 Killer Tactics To Catapult Your Mobile Marketing Strategy. From the Getting It Right In Mobile series.
Check out this presentation by Marketo's Vidya Chadaga and discover how nurturing can get you on the path to long-term, lasting relationships with your customers!
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
The Age of the Customer: Automating and Optimizing Audience EngagementMarketo
Consumers today have higher expectations than ever before. Thanks to the bombardment of marketing messages being thrown at them, they demand messages that are timely and relevant. To succeed in this new era, marketers must evolve their communications and campaigns to reflect the nature of today’s distracted audience. They must become customer obsessed.
In this must-see webinar with Jon Miller, VP of Marketing and Co-founder of Marketo, and featured guest speaker Cory Munchbach, Analyst at Forrester Research, Inc, you will get a taste of the strategies and solutions available to you for automating, optimizing, and powering this engagement.
You will discover:
-How to tackle common challenges such channel silos, limited data, and campaign mindset
-Behavioral, contextual, and conversational tools every marketer needs in their "customer obsessed" toolkit
-What a "customer life cycle marketing system" looks like
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Finding New Customers Through Engaging ContentMarketo
Everyone is talking about content. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Watch this session with Dayna Rothman, Content Marketing Manager at Marketo, to learn how to construct a solid content marketing plan that converts.
Watch this session from the record-breaking New Rules of Marketing Virtual event to discover:
-How to create a rockstar content marketing team
-How to do more with less by using lean content marketing techniques
-How to build your content marketing plan based around themes and personas
-Examples from Marketo's own content marketing successes
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
Did you know that 20% of all mobile apps are only used once? With most consumers having 50-100 apps on their phones, how can your company's mobile app stand out from the competition?
Mobile app developers face many unique marketing challenges, including the need to drive ongoing app downloads, installs, and usability improvements.
Check out this presentation from Mike Stocker that will provide examples of companies with mobile apps that have used marketing automation to drive app downloads, user retention, engagement, and monetization.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Attract More Customers with Inbound and Outbound MarketingMarketo
From segmentation and personalization to PPC and social Media, this webinar has it all. Check out expert ways to attract and engage more leads through inbound and outbound marketing.
How to Test and Optimize Your Lead Nurturing StrategyMarketo
In this webinar, Marketo and SmartBear cover best practices for your lead nurture strategy.
Highlights include:
- Why segmenting your database is important
- A/B testing for lead nurturing
- Creating a consistent message for multiple channels
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
CMOs: Transforming Marketing into a Growth EngineMarketo
Check out this presentation featuring data from Forrester Research. You'll discover how to deliver optimal customer experiences and drive revenue in the process!
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
Amy Jo Martin: Humanization Leads to Social MonetizationMarketo
How do companies drive revenue from social media? What is your ROI (return on influence)? In this presentation, Amy Jo Martin explores the latest trends in social media, the monetization of various social platforms, and great ways to successfully build personal brands by utilizing social communication tools.
From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
An Insider's Guide to Mobile AdvertisingOrigami Logic
- Learn about the latest mobile advertising opportunities and how to activate them alongside a strong measurement foundation.
- Understand the role of mobile in cross-channel campaigns and the unique opportunities available only in mobile.
- Implement a well-defined measurement system that enables valuable insights from your mobile initiatives.
Is My Digital Marketing Strategy Still Relevant in 2016?Capstrat
Shift and disruption are driving the digital industry. Technology advances continue to be a moving target. Learn how digital marketing continues to evolve, and get tips for refining your digital marketing strategy in 2016.
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
Please refer to the v 3.0 slides.
Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple tool.
Please refer to the v 3.0 slides.
Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple tool.
So what’s new, what’s tried-and-true, and what’s best for YOU in 2022? Check out these webinar slides to learn:
- The 14 best marketing channels of 2022.
- How to decide which ones are best for your business.
- Practical tips to succeed on each one.
Find out what you need to toss, keep, or add to your marketing mix this year so your business can look, feel, and perform its best.
In a survey of client-side marketers worldwide it was found that only 17% of marketers reporting that mobile was “very integrated” into overall marketing strategy. With 84% of consumers expecting a consistent experience across all channels, including mobile, marketers need to make sure that they are delivering consistent and relevant communication across all consumer touch-points. Customers expect seamless interactions with a brand cross channel and for that brand to evolve with their digital usage. Delivering a well-rounded campaign doesn't start with tactics, it needs a strategy. During this webinar we will discuss tips on how to create a strategy and share case studies.
Considerations for helping you clearly define your objectives & goals
Identify channels that will work to satisfy them – research who your customers are and their marketing touch-points
And then how to tie it all together in order to craft a cross channel mobile strategy
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Sara Kowal VP, Product Innovation HelloWorld
Aaron Clark VP of Mobile Sales and Operations HelloWorld
Live Webinar Date: February 11, 2014
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
10. @vidyapc
We’ve come a long way…in Marketing
BLASTING
Via mass advertising
Based on who they are
Using point in time campaigns
Across few / isolated channels
With unclear objectives
11. @vidyapc
We’ve come a long way…in Marketing
BLASTING
Via mass advertising
Based on who they are
Using point in time campaigns
Across few / isolated channels
With unclear objectives
NURTURING
As individuals
Based on what they do
Continuous conversations
Wherever they are
Always directed towards a goal
13. @vidyapc
ENGAGEMENT MARKETING
Build personalized and lifelong relationships
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
14. @vidyapc
ENGAGEMENT MARKETING
Build personalized and lifelong relationships
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
18. @vidyapc
Mobile Marketing is marketing
that occurs over a mobile
device, targeted at mobile
users.
It leverages mobile devices to
communicate and engage with
consumers at any point in the
customer lifecycle, to drive
brand value and demand for
products or services.
20. @vidyapc
• Mobile interaction is integral part of
customer journey
• It’s universal and takes many forms
• Applies to all kinds of businesses and
marketers
Mobile Marketing Is Important
30. @vidyapc
Create Your Customer Personas
Buyer Personas Help You
• Map mobile touch-points to personas
• Determine kind(s) of content you need to
create
• Set the tone, style and delivery strategies for
your mobile messages
• Understand where your buyers get their
information and how they want to consume it
on a mobile platform
CONSIDER
YOUR
AUDIENCE
31. @vidyapc
Conduct Interviews and Research
Focus on
• Background
• Main Sources of Information
• Main Platforms for Gathering Information
• Hobbies and Aspirations
• Preferred Products and Stores
• App Usage
• Marketing Message
CONSIDER
YOUR
AUDIENCE
32. @vidyapc
Understand the Customer Lifecycle
Importance of the lifecycle
• Understand your customer
progression through the journey
• Develop a strategy that speaks to
the journey
CONSIDER
YOUR
AUDIENCE
33. @vidyapc
Understand the Customer Lifecycle
Sample stages in the journey
• Passive awareness
• Active research
• Trigger to buy
• Feedback
• Existing customers
• Advocates
CONSIDER
YOUR
AUDIENCE
35. @vidyapc
Set the Stage
1. What are you currently doing for mobile?
• Are you currently using responsive design in your
outbound emails?
• Have you designed your website to engage mobile
visitors?
• Do you currently have a mobile app? Is it optimized for
search in the app store?
• Are you currently using push or multi-media notifications?
• Is adding mobile marketing a large part of future company
initiatives?
DEFINE
YOUR
GOALS
36. @vidyapc
Set the Stage
2. How well are you performing in mobile
marketing?
• How are you measuring success?
• What are the areas that need
improvement?
Be sure to evaluate your current processes and strategies before
moving forward
DEFINE
YOUR
GOALS
37. @vidyapc
Set the Stage
3. Main objectives of mobile marketing?
• Brand building
• Gaining new customers
• Building relationships with current
customers
• Competitive advantage
DEFINE
YOUR
GOALS
38. @vidyapc
Set the Stage
4. Who are the key audience to target
with mobile marketing?
• One or multiple personas
• Various demographics
• Various messaging
• Various tactics
DEFINE
YOUR
GOALS
39. @vidyapc
Set the Stage
5. How are you engaging cross-channel?
• What channels are you using to engage your
audience today?
• How are you including mobile into that mix?
• Are you able to actively listen on each
channel and respond on another channel?
DEFINE
YOUR
GOALS
41. @vidyapc
Measure Customer Engagement
Some KPIs
• # of app downloads
• Frequency of mobile activity
• Duration of mobile activity
• Participation in mobile loyalty programs
• Customer satisfaction scores
• # of customers accessing your emails on a mobile device
• # of customers engaging with your website from mobile
device
• Engagement with unique URLs from
SMS/MMS campaigns
• Opt-ins for mobile-specific communications
DEVELOP
YOUR
KPIS
42. @vidyapc
Measure Customer Acquisition
Some KPIs
• Total # of mobile users
• Contacts and new customers attributed to mobile
• Spend per new mobile customer
• Mobile conversion rates
• Closed sales connected to engaged mobile contacts
• Customer lifetime value of mobile users
• In-app purchases
DEVELOP
YOUR
KPIS
43. @vidyapc
Measure Service Quality
Some KPIs
• Improvement in the quality of service
• Lower rate of non-mobile and in-person interactions
• Customer retention rates
• Customer referral rates
DEVELOP
YOUR
KPIS
48. @vidyapc
Marketing Calendar
What is communicated?
When is it being sent out?
How is it being sent?
Who is it being sent to?
OVERALL
STRATEGY
49. @vidyapc
Combine Mobile & Marketing Automation
Instantly change the customer experience by
- listening and analyzing behavior in real-time
- delivering personalized experiences
across all of your mobile channels through
automation, personalization, data and analytics
OVERALL
STRATEGY
50. @vidyapc
Checklist To Pick The Right Marketing Automation
Solution
SMS/MSM Campaigns
Push Notifications
A/B and Multivariate Testing
Segment Targeting
In-App Messaging
Coordinated Cross-Channel Campaigns
Listening to Key Mobile Behaviors
51. @vidyapc
Key Takeaways
• Mobile marketing is universal, applies
to every business
• Make mobile marketing an integral
part of your overall strategy
• Start small, evolve over time
Lets get started. There’s TWO realities in this real world that we live in!
1. The Rapid Evolution of Mobile
Mobile has experienced a dramatic adoption and transformation with capabilities evolving even faster! We don’t remember the world with no mobile phones. I was telling my 4 yr old about the time when we had no cell phones, and she looked at me like I was crazy.
Yes, I’m stating the obvious. But we HAVE come a long way from the original mobile phones, aka veritable bricks, and as technology has continued to evolve, not only have phones gotten smaller, lighter, and faster but they have also added more and more value to our lives.
In my mind, it was in 2007 that the iPhone as the starting the ACTUAL mobile revolution, mobile just caught fire.
From cell phones to smartphones to tablets — people have an almost insatiable capacity to adopt mobile technology into their lives
And 4 out of 5 of smartphone users check their phones within the first 15 minutes of waking up. 44% of cellphone owners sleep with their phones next to their beds. God forbid they miss a single call, a text message or an update!
As average smartphone user, spends 127 minutes a day in apps and has an average of 65 apps installed!!
268 billion apps estimated to be downloaded by 2017. THIS is reality #1!
And, the 2nd reality is this revolutionary digital marketing! Yes, we’ve come a long way…
In the past years, there was the dangerous Mass Marketing where brands and companies would BLAST via generic ads, based on who people are….
In this new era of digital marketing, BLASTING is a thing of the past. We’ve gone from BLASTING TO NURTURING. Consumers are treated as individuals, based on …..
As Marketers, we are stewards of our customer journeys and have the eyes, the ears, the brains, to understand customers as strategic asset.
Lets put these two realities together - with mobile on one hand evolving so fast and being so personal to every individual
AND on the other hand we have digital marketing opening up new ways to engage and build lifelong relationships with people.
So a VITAL place for marketers to ENGAGE with their customers is on their mobile phones
Hence Mobile Marketing!!
Lets define Mobile marketing! Is the process, science, and art of reaching people in order to drive your business.
Marketers may feel like we’ve come a long way with mobile marketing, but we’re still in the early stages.
And I believe that’s reinforced by your attendance to this webinar today.
With mobile continuing to gain momentum, it is more important than ever to make it an integral part of your marketing mix.
Remember the 79% stat? 79% of smartphone users have their phone on, or near them, for all but two hours of their waking day. Well, as a marketer what would you do if I gave you 7.9 secs of that buyer’s time on his smart phone? Introduce your brand? Sell her something? Draw her to an event nearby? Oh the options are endless! And THAT’s why Mobile Marketing is important!
First, as you consider the journey that your customer takes, mobile interaction is now an integral part of it—meaning that it’s now vital to include mobile in your marketing mix.
Secondly, its universal. So many forms. Start small, grow big. DO one thing then another.
Lastly, it applies to ALL.
Think of Mobile as the vehicle and Marketing as the engine. This killer combination will truly help you reach new heights!
Types of Business
Because of the diversity of individuals and the variety of use cases mobile devices serve, mobile marketing can work for most types of organizations.
Just look at the overwhelming amount of mobile communication and apps that exist today, and you will see there truly is something for everyone.
Business-to-Consumers (B2C)
Marketers trying to reach consumers can communicate through mobile devices in a wide range of modalities.
In small—and medium—sized businesses (SMBs), we’ve seen consumer brands use mobile technology in some really creative ways—from higher education to consumer packaged goods, and retail.
Even enterprise B2C companies, which have traditionally been more wary to adopt “trend” marketing, have started to integrate mobile
Business-to-Business (B2B)
Whether you are an SMB or an enterprise organization, if you are a B2B marketer, it’s important to consider that although you sell to businesses, the people making those purchase decisions are still people, and they rely on their mobile devices just as much as any other consumer.
For enterprise organizations specifically, not only have they started incorporating the use of different apps inside their organization, but they also have started to develop apps to support their customers.
Certainly the application of mobile marketing can differ based on the type of audience you try to engage with and the activity goals you have for them.
For example, according to a 2015 study conducted by the Content Marketing Institute and Marketing Profs, 74% of B2C marketers are looking to create a better mobile strategy,
while 58% of B2B marketers already have it in their plans.
There is no question that B2C marketers lead the way in leveraging mobile, but with nearly 60% of B2B marketers diving into mobile marketing, and those numbers growing quickly, its clear that mobile offers an opportunity for marketers of all types.
Now that we’ve understood the reality of Mobile & Marketing, and what is MM and why its important and that it applies to BOTH B2B and B2C businesses, lets get to the crux of today’s webinar. I promised you that you’ll be able to create a cross-c MM strategy and I’m true to my word.
Lets look at the 4 pillars that help you form this strategy.
STEP #1: To create your mobile strategy, first consider your audience.
The make-up of your customers helps determine which mobile marketing activities and channels to use.
What makes sense for one customer may not make sense for another, so lets keep this in mind as we makes plans and strategize.
Once you determine your audience with personas and map out their journeys,
STEP #2 is define your goals.
Think about how your mobile goals should relate to the business’ success.
As marketers, one thing we know is that if its not measured, its not done right. So you need to set your KPIs (key performance indicators) for success.
Step #4 is do not think about mobile in isolation. Consider how it fits with your other marketing initiatives.
Mobile marketing can never exist in a vacuum.
You need to look at your entire marketing calendar to determine what other communications your customers receive and from where.
You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions.
How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use.
Before I walk through Let me take you through each one of these four pillars of building a successful MM strategy.
To create your mobile strategy, first consider your audience.
For example, a 34 year old female who shops 3 times a week exclusively on mobile applications may be a great fit for in-app promotions,
while a 55 year old male who has only downloaded five apps on his phone may be a better fit for push notifications.
It’s important to keep these nuances in mind as you determine the best way to reach and engage with your audience.
The first step to determining which mobile strategy makes sense for your audience is to create customer personas.
Personas should be developed for different types of customers, think about your ideal customer— though most brands will have more than one.
Personas are developed based on customer demographics and behavior, along with your own understanding of their motivations and challenges.
When it comes to mobile, buyer personas help you:
• Determine which mobile touch-points make sense for which personas
• Decide what kind(s) of content you need to create
• Set the tone, style, and delivery strategies for your mobile messages
• Understand where your buyers get their information and how they want to consume it on a mobile platform
Conducting Interviews and Research
To create your personas, you should conduct interviews with customers, customer service teams, and members of your sales team (if you have a one).
You can also conduct consumer research through third-party firms.
Focus on the following topics:
• Background: Basic details about your ideal customer— including age, gender, location, and so on.
• Main Sources of Information: How does your customer consume information? Where does she go?
• Main Platforms for Gathering Information: Does one persona get information from her phone, while another gets information from a tablet or laptop?
• Hobbies and Aspirations: What does your persona like to do for fun, and what are her goals and aspirations?
• Preferred Products and Stores: What type of products has your customer purchased in the past, and from where?
• App Usage: What applications does your customer currently have on his phone? How are they used?
• Marketing Message: Write a sample marketing message for your persona(s)—this will help craft your website, applications, advertisements, and emails
Now that you’ve identified your personas, ask yourself what your customer journey looks like?
This means understanding the stages each persona moves through when folks engage with your brand.
B2B or B2C company…Mapping this process allows you to:
• Understanding how your customers are progressing when engaging with your product or service
• Then you develop a strategy that speaks directly to customers, based on where they are in their lifecycle ******
Your personas may have various stages in their journey, but here is an example of what each stage might look like:
• Passive Awareness: Your buyer is aware of your company and product and may engage with your content, but in a passive, non-active way.
Eg: if you want to buy a computer (B2B or B2C)— a buyer in this stage is aware of who you are, but has not formally reached out and engaged.
• Active Research: Your buyer is getting ready to purchase a product that is similar to yours and is actively researching options. Using our example, a buyer in this stage has decided that she is ready to purchase a computer and is researching available products.
• Trigger to Buy: Your buyer has decided she is ready to make a purchase. For our computer buyer, she is ready to make a purchase from your company.
• Feedback: New customer! But now you have to make sure you build a two-way dialogue with her so she becomes a repeat customer.
• Existing Customers: Once your buyer has purchased your car, you want to ensure you maintain a relationship with her to develop brand allegiance.
• Advocates: After engaging with your customer over time, you can develop advocacy and loyalty with your customer
Once you determine your personas and map out their journeys, next you must define your goals.
Creating a mobile strategy should be part of your overall company initiatives, so your mobile goals should relate to the business’ success.
Set the Stage
The key to designing an effective mobile strategy is to first determine what you are doing now for mobile engagement (if anything), and then ask yourself some important questions to determine your future goals for mobile. By asking the right questions, you can start to map out your plan.
1. What are you currently doing for mobile?
This question enables you to define your baseline. Some companies may already be conducting a variety of mobile marketing activities, while others may not have any mobile activity (yet).
Ask yourself:
• Are you currently using responsive design in your outbound emails?
• Have you designed your website to engage mobile visitors?
• Do you currently have a mobile app? Is it optimized for search in the app store?
• Are you currently using push or multi-media notifications?
• Is adding mobile marketing a large part of future company initiatives?
If you are conducting any of these mobile marketing initiatives today, how well are you performing?
If you answered “yes” to any of the questions above, now is the time to evaluate how well you are doing. How are you measuring success? What are the areas that need improvement? Be sure to evaluate your current processes and strategies before moving forward.
Painting the house
What are your main objectives for including mobile marketing as part of your overall marketing strategy?
Why has your company started to think about mobile and how do you think it will help you with your overall business objectives? Consider why you think mobile is a critical initiative for your organization.
• Is brand building a key objective?
• Is gaining new customers a key objective?
• Is relationship building with current customers a key objective?
Who are the key audiences you want to target with mobile marketing?
You may have one or multiple personas that you would like to target with your mobile marketing.
How different is each persona in terms of demographics? To what extent will each persona need different messaging and mobile tactics?
5. How are you engaging your mobile audience cross-channel? ASSUMING you are doing so!
As we mentioned, mobile should be a holistic part of your entire marketing strategy. Ask yourself:
• What channels are you using to engage your audience today?
• How are you including mobile into that mix?
• Are you able to actively listen on each channel and respond on another channel?
Measure Customer Engagement
Measure Customer Acquisition
Measure Service Quality
How is this measured?
• Number of app downloads
• Frequency of mobile activity
• Duration of mobile activity
• Participation in mobile loyalty programs
• Customer satisfaction scores
• Number of customers accessing your emails on a mobile device
• Number of customers engaging with your website from a mobile device
• Engagement with unique URLs from SMS/MMS campaigns
• Opt-ins for mobile-specific communications
Contacts, User, and Sales Acquisition
Gaining new customers is also likely an important KPI for your mobile marketing strategy. By creating an engaging mobile strategy, you can attract new users who convert to customers.
How is this measured?
• Total number of mobile users • Contacts and new customers
attributed to mobile
• Spend per new mobile customer
• Mobile conversion rates
• Closed sales connected to
engaged mobile contacts
• Customer lifetime value of mobile users
• In-app purchases
Service Quality
The 24/7 nature of mobile apps lets you become closer with your customers,
Plus, you can provide quick access to information in your app that can help answer customers’ questions without a call to customer service.
How is this measured?
• Improvement in the quality of service
• Lower rate of non-mobile and in-person interactions
• Customer retention rates • Customer referral rates
When creating your mobile marketing strategy, do not think about mobile in isolation. Consider how it fits with your other marketing initiatives
Mobile marketing can never exist in a vacuum. What customer communications do you have? Examples of this include sending out emails, engaging with customers on social channels, and implementing other cross-channel communications.
You also need to listen to your customers to determine what channels they interact with, and then create your communication plan based off those actions
How do these interactions work in harmony? You want to deliver coordinated, relevant, customer experiences across all of the channels your buyers use.
My core message to you today is to MAKE MOBILE MARKETING A PART OF YOUR OVERALL CROSS CHANNEL MARKETING STRATEGY
To get started, build audiences across channels by following these two steps:
1. Listen: Using your marketing automation platform, listen to how people engage on one channel and use that to build up your other channels.
For example, with web personalization, you can detect mobile web visitors and direct them to download your mobile app.
This is similar to how most websites offer an easy way to sign up for an email subscription.
2. Leverage: Take advantage of your insights on cross- channel behaviors to engage audiences.
Using a marketing automation platform, You can determine which channels people prefer and build your campaign strategy based on those preferences.
For example, you can target people who aren’t opening your emails with push notifications.
Or, for those who come to your website AND your mobile app, you can “listen” to the type of information they engage with in your mobile app and “leverage” it to present similar, relevant information on your website.
Communication Timing: Frequency and Relevance
Think about how often you send customers communications, particularly email, needs to be reconciled with your mobile strategy—especially if you are engaging in mobile notifications of any kind.
You want to ensure all communications are in sync. If a customer completes an action in your app, you want to be listening to that action and responding accordingly. This is where your marketing automation platform comes in handy.
The first step is to determine your overall communication cadence. How often do you want to engage with your customers? Meet with stakeholders in your organization to decide what this number should be. Be sure to test and iterate to determine the optimal number of touches based on your results.
Marketing Calendar
You need to see all of your campaigns in one place so you know exactly which marketing activities are taking place across all channels. You need to track database emails, social campaigns, and your mobile campaigns at any given time.
A marketing calendar—whether it’s on a whiteboard, Google Calendar, or one purposefully built for marketers—is an ideal place to ensure you are not over-marketing to certain people.
Combining Mobile and Marketing Automation
Connecting your mobile strategy and marketing automation platform is super important.
Yu have the tool, so use it. It lets you to improve the customer experience across all of your mobile channels through automation, personalization, data, and analytics.
It can instantly change the customer experience by listening and analyzing behavior in real-time and delivering personalized experiences.
Integrating mobile into marketing automation creates multiple touch-points and chances for engaging your customers.
I believe the most important are the following:
• SMS/MMS Campaigns: Sending SMS (Short Message Service) and MMS (Multi- Media Message Service) texts and notifications to a user’s mobile phone.
• Push Notifications: Trigger- based notifications sent directly to a user’s mobile device after having installed an app.
• A/B and Multivariate Testing: Testing multiple elements of a mobile message, campaign, or interface to identify optimal engagement.
• Segment Targeting: Identify and target various segments based on mobile usage, personas, or behaviors.
• In-App Messaging: Design and deliver customized messages that appear in-app to promote user engagement.
• Coordinated Cross-Channel Campaigns: Ability to communicate on one channel informed by actions taken on another channel. For example, push messages based on actions taken in web, email, or social.
• Listening to Key Mobile Behaviors: Listen and react to key mobile behaviors such as who is installing your mobile app, visiting your mobile website, opening emails on mobile devices, and performing other customer in-app activities.
Start Small, Think Big
There is a lot you can do with today’s engagement marketing platforms. And it is easy for you to want to want to do everything. But, especially for those just starting mobile marketing, you should create a plan that includes a phased approach. That way, you are incrementally measuring and improving.
That way, you can
• Launch more quickly
: It’s a simple point, but the smaller your program, the quicker you’ll go live, and the sooner you will see return on your investment.
• Know what works and what doesn’t
: Even if you ask all of the right questions and goal set appropriately, it is guaranteed that your results might differ from expectations. If you start small, you can see what works and iterate from there vs. setting up a full 18 tracks and all of a sudden learning that you set something up incorrectly.
Looking forward, we see mobile marketing will not be mobile marketing; instead, it will be simply marketing.
Mobile will become increasingly pervasive over time, especially as we consider the rise of the Internet of Things (IoT)— with physical objects embedded with sensors and connectivity.
Predicting how swiftly mobile will change is a bit like fortune-telling; we know mobile leads the way today, and it will only become more central to customers’ lives and our marketing as time marches forward. So it’s important to lay the foundation for success now! So get started with a world-class strategy!