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

1. Mobile
Engagement
Automation
David Jones @djinoz
A Darwinian Guide to Customer Relationships

2. $25B
2013
115%YOY
GROWTH
1.3+ Million Apps in Appstore & Play Store
People Check Phones
150x per day
CTR 35% Higher on mobile
SmartPhones are now the
PRIMARY screen (over TV)
M-Commerce the majority of
e-commerce by 2018
85% prefer Mobile Apps over Mobile Websites
Mobile & Big Data
A Massive Opportunity for Businesses

3. Marketing evolves to Automated Engagement
Broadcast
CRM/Data-warehouse Export to
Letter/Email/Call Centre
Triggered Email
Mobile Engagement
CRM/MA/Email Products
(hubspot, marketo, eloqua, responsys)
Mobile
Telemetry

4. Traditional CRM
(customer intelligence locked up in the datacenter,
marketing falls back to broadcast and static segments)
CRM + Mobile Telemetry
(automated personalised mobile engagement)

5. Traditional CRM
(customer intelligence locked up in the datacenter)
Who
Address
D.O.B
Income
Past Transactions
Support History
Demographics
Where are they NOW
Where they WILL be
How they use App
When they user Apps
Which Stores?
When Transact
Social Signals
Realtime
Telemetry
DeadDead StaticDynamic
CRM + Mobile Telemetry
(automated personalised mobile engagement)

7. Is Mobile Engagement Automation niche?

8. The Elastic Cloud
(RightScale, ElasticBeanstalk)
SaaS APIs
(StreetHawk all API,
Mulesoft, Zapier)
Mobile/Wearable/IoT
Relevant contextual Sensors and
Receivers (Push)
4 Horseman of the Oppocalpyse
(Opportunity apocalypse….sorry)
Location as a Use Case
contextual: person2place,
person2person, person2device

9. Location “as a Use Case” Tools
GPS
Geofences
iBeacons
Cell/Wifi
Geofences
Phones as
Beacons
RFID/NFC
Very
Near
Very
Far

10. NFC as automation initiators
RFID/NFC
PayWave/PayPass
Apple Pay

11. Meet Some…iBeacons
Developer
Radius Networks
arduino based with
a BLE USB.
(developer kit)
Kontakt (Poland) Estimote (USA/Poland)
Simple to deploy, Simple to steal (?)
Roximity key fob (US)
Also USB versions to
plug into POS I guess
BlueCat (Aus & US)
TCO approach with power management
May be extensible

12. Mobile Automation Triggers
(screenshot from StreetHawk marketer’s console)

13. Here’s Alex….mum - picking up kids from school
Use Case 1: Drive Engagement with Registered User
Alex Has:
Property App for iOS

14. realestate.com.au
New Matches for your favourite search

15. Alex is
Here
New
House

16. SearchMatch
Automation filters match Alex in real-time
Run Campaign
Mon-Friday
3-5pm

17. Alex Gets Personalised Contextual Content
Everything you need at Woolies just
5 mins away
Alex, maybe Tuscan Red Peppers?

18. iBeacon
detection of
Alex’s arrival
Alex’s
iPhone in
Pocket with
Property App
Campaign Performance Confirmed
(footfall at Open House)

20. Shopping
On-site service
(Tradesmen, Car breakdowns)
Real-Estate
4 Mobile Automation Use Cases
Transport
Go-Catch, Uber, Ingogo

21. Use Case 2: GoCatch, Uber, Ingogo
1. User opens App and hits request Mobile/API
2. User details and geofence location
sent
API/GPS
Geofence
3. SaaS service computes and sends to
nearby drivers who are available
Cloud Compute
Push Notifications/
Cell Geofences
4. Drivers bid for the job API
5. Drivers assigned API/Push
Notification

22. Use Case 2: GoCatch, Uber, Ingogo (cont’d)
6. User notified as driver approaches GPS/Push
Notification
7. Ride Starts Car! Motors!
8. Ride Ends at destination Geofence
9. Payment deducted from user/
Credited to Driver
APIs/SaaS
10. Later, ask the user to rate the
experience. Other retention steps
Push Notification/
API/Mobile UX

23. Spam & Privacy Considerations
iBeacon providers think retailer
“walk in the shop” get a pop-up is cool.
Tom Cruise Minority Report IS utopia (personalized)
spam popups is the dystopia we get.

24. A better retail use-case
Inside Woolies iBeacons confirm footfall…

25. Spamming accelerates
abandonment
Measure Customer
Intelligence Across Multiple Apps
(your App or other Apps as a channel)
76% Apps abandoned
within 3 months
Challenges for Mobile Marketers
Marketing competes with
features on App Roadmap

26. Summary
Smart CMOs will:
Punch a hole through the CRM wall
to deliver contextual engagement
Customer Marketing & Automation is Darwinian
“Survival of the fittest”

27. QUESTIONS?
http://bit.ly/MobileEngagementPodcastiTunes: