Marketo Mobile Engagement
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Marketo Mobile Engagement allows marketers to listen for key activities within mobile apps and use that data to inform cross-channel communications. It enables marketers to speak to customers via push notifications and in-app messages based on cross-channel activity in order to drive lasting customer engagement through personalized experiences across channels. The tool includes SDK components added to mobile apps to facilitate listening for activities and speaking back to customers on mobile. A demo of Marketo Mobile Engagement was then presented.
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Marketo Mobile Engagement
- 1. Marketo Mobile Engagement Michael Berger Director, Product Marketing @ Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 5/5/2015 Transformation in Marketing and Advertising Mass Advertising Focus on the message Episodic Marketing Focus on point-in-time campaigns Engagement Marketing Focus on long-term relationships
- 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
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 5/5/2015 Customers Define Their Own Journeys
- 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
- 9. Listening
- 10. Speaking • Marketo Mobile Engagement makes it easy for the Marketer to deliver push notifications & in-app messages
- 11. Speaking
- 13. Easily Build Cross-Channel Engagement IF THEN
- 14. Marketo Mobile Engagement Demo Ei-Mang Wu Senior Product Manager @ Marketo
Editor's Notes
- 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.