Mobile Marketing Introduction
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The document summarizes Salesforce Marketing Cloud's mobile messaging capabilities. It highlights that consumers spend more time on mobile than TV, SMS offers are redeemed more frequently than email, and apps account for most mobile time. It then describes SMS/MMS, push notifications, location-based messaging, and messaging apps as ways to engage customers on mobile. Case studies show how various companies increased engagement and drove business results by connecting with customers on mobile.
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Mobile Marketing Introduction
- 1. Salesforce Marketing Cloud Mobile
- 2. Consumers spend more time on mobile devices than watching TV. Flurry, 2014
- 3. SMS offers are redeemed 8 times more frequently than email offers. Venture Beat, 2013
- 4. Apps account for 7 out of every 8 minutes on mobile devices. comScore, 2014
- 5. Messaging App LINE boasts 560 million users worldwide. October 2014
- 6. 47% of consumers want a retailer to send a coupon to their smartphone when they are in-store or nearby. ComScore, 2013
- 7. “Mobile has the ability to transform your business but only if you can engage your customers in their exact moment of need, or mobile moment, with the right services, content, or information.” Forrester, Mobile Trends 2014
- 8. Powering Over 500 Customers Associations & Events Clients
- 9. SMS and MMS Push Notifications Location Based Messaging Messaging Apps Reach Customers on the Go
- 10. CConnect with customers through two-way conversations, updates, and triggered alerts • Easy to use templates • Transactional Alerts • MMS Capabilities • Salesforce Integration • Global scale SMS and MMS Messaging
- 11. Needed a way to drive survey completion in order to compensate cable technicians accurately Supplemented email surveys with personalized SMS Surveys Captured 100,000 surveys per day and 3million annually Resulted in 30% increase in volume and achieved a 40% response rate United Kingdom’s Leading Entertainment Company Drives Survey Results with SMS “Marketing Cloud gives us a way to access the future in a much quicker, cheaper, and efficient way than we could ever manage on our own.” Daragh Kelly, Insight Innovation Director, BskyB
- 12. Drive app engagement and increase ROI using push messaging • Location-triggered push • Rich push messages • Advanced segmentation Push Notifications C
- 13. Official mobile app provider for Powerball and Mega Millions Needed a way to drive reoccurring visits to drive engagement and increase ad impressions Implemented push notifications to alert users when their numbers match winning Jackpot numbers Winning Alert campaigns resulted in 56% open rate LotteryHUB drives mobile ad impressions and app engagement using push notifications
- 14. Bridge the online and offline experience with geofences and beacons • Beacon messaging • Geofence triggers • Location analytics Location Based Marketing
- 15. VisitIndy partners with local vendors to provide a unique visitor experience and drive partner sales Geofenced landmarks around Indianapolis to engage conference attendees new to the city VisitIndy used geofencing to create a high-touch visitor experience “We can greet them and say, ‘Welcome to Indianapolis. Here are some resources while you’re here.” Jeff Robinson, Marketing Director, VisitIndy
- 16. Use stickers, images, and coupons to extend conversations on messaging apps • User profile creation • Follower segmentation • Enterprise structure Messaging Apps
- 17. Apps Connected Apps Connected Products Connected Spaces Content Asset Management Workflow & Approvals Versioning Channels Email SMS/MMS Push Notifications Social Advertising Web Experiences Group Messaging Journeys Maps Interactions Metrics Analytics Reporting Dashboards Web & Mobile Analytics Contacts Contact Management Segmentation Tools Events and Triggers Predictive Intelligence Marketing Cloud The Platform for 1:1 Customer Journeys
Editor's Notes
- Consumers spend more time on mobile devices than watching TV for the first time. US consumers spend an average of 2 hours and 57 minutes on the phone compared to 2 hours and 48 minutes watching TV.
- 98% open rate for SMS – Venture Beat 2013
- Mobile has moved beyond just another channel. Mobile is a platform that can be used to transform and enhance the customer journey. -apps are no longer about installs and rankings, but about engagement and creating value that can’t be found in other communications -devices and tablets are still the most used mobile devices, but not the only ones -new internet devices and wearables are bridging the physical and digital experiences, providing consumers with a connected lifestyle where appliances, clothes, and even cars keep customers more informed than ever
- Our mobile products have been built to be “best of breed” and compete stand alone against the best mobile products in the world. Built on a single view of your customers and fully integrated into ExactTarget’s Interactive Marketing Hub, we are creating an integrated, mobile messaging system of record that boasts the five following key messages: Easy to Use: he easiest to use for channel marketers looking for templates and playbooks, and developers looking for APIs to power their program Rock Solid: built on the most-powerful, secure, and available platform and technology. Global & Local Scale: Can support the broadest global programs or the most-targeted local programs with enterprise permissions and multiple languages Unmatched Expertise: our 1700+ team members focused on mobile marketing programs globally, with industry organizations and constantly learning. We’ll Help Anytime: There are people to help! All mobile products are supported by a services, support and Relationship Management team of unmatched expertise and support is available 24x7. *Do not leave this slide behind. We have permission to share logos 1:1 only
- Deliver contextual content across all platforms using the Marketing Cloud Mobile Suite. Build dynamic messaging with responsive emails, mobile optimized web pages and mobile messaging. Responsive Email – 63% of US consumers delete emails immediately if they are not optimized for mobile. Use mobile optimized content to increase engagement with mobile customers and improve ROI. Mobile templates allow users to build mobile friendly-campaigns that render dynamically based on the device that the message is opened on. Preview the email content within ExactTarget before hitting send. (mobile optimized templates are free) Mobile –Optimized web – Create landing pages that are optimized for a mobile experience. Keeping a consistent look and feel to all your communications has never been easier with the ability to create one web page that can be leveraged on the web or sent as a mobile landing page that can be linked within an SMS message. SMS and Push Notifications – Deliver valuable, timely information to customers on the go with SMS messages and push notifications. Quick, actionable information, such as travel updates, shipping confirmations, and sale promotions are ideal for mobile messaging. ExactTarget MobileConnect empowers marketers with an easy-to-use messaging solution to create, target and track SMS campaigns in more than 80 countries. ExactTarget MobilePush enables marketers to create, deliver and track push messages that drive app engagement within any cross-channel campaign.
- Visit Indy – Featured in Indianapolis Business Journal on February 1, 2014i Visit Indy is leveraging location to engage with Indianapolis visitors. Challenge: Visit Indy needed innovative ways to engage with visitors that may be unfamiliar with the city and have limited time and resources to research. Solution: Visit Indy is geofencing landmarks around the city, such as the Indianapolis Monument and the White River State Park. When someone enters one of their geofences locations, they will receive a push notification with an invitation to listen to a guided audio tour around the area. In the future, Visit Indy has plans to partner with sponsors and vendors to encourage visitors to check out restaurants, retail locations, and event venues. Quote: “We can greet them and say, ‘Welcome to Indianapolis. Here are some resources while you’re here,’” said Jeff Robinson, the group’s marketing director. The app can prompt users with audio information about specific landmarks when people walk past them or offer discounts to museums and other attractions when visitors are nearby.