mobile engagement automation - a darwinian guide to customer relationships
TRANSCRIPT
$25B2013
115% YOYGROWTH
1.3+ Million Apps in Appstore & Play Store
People Check Phones 150x per dayCTR 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 DataA Massive Opportunity for Businesses
Marketing evolves to Automated Engagement
Broadcast CRM/Data-warehouse Export to Letter/Email/Call Centre
Triggered EmailMobile Engagement
CRM/MA/Email Products (hubspot, marketo, eloqua, responsys)
Mobile Telemetry
Traditional CRM(customer intelligence locked up in the datacenter,
marketing falls back to broadcast and static segments)
CRM + Mobile Telemetry(automated personalised mobile engagement)
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)
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 Casecontextual: person2place,
person2person, person2device
Location “as a Use Case” Tools
GPSGeofencesiBeacons Cell/Wifi
Geofences
Phones as Beacons
RFID/NFC
Very Near
Very Far
Meet Some…iBeacons
DeveloperRadius 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 managementMay be extensible
Here’s Alex….mum - picking up kids from school
Use Case 1: Drive Engagement with Registered User
Alex Has:
Property App for iOS
Alex Gets Personalised Contextual Content
Everything you need at Woolies just 5 mins away
Alex, maybe Tuscan Red Peppers?
iBeacon detection of Alex’s arrival
Alex’s iPhone in
Pocket with Property App
Campaign Performance Confirmed (footfall at Open House)
Shopping
On-site service (Tradesmen, Car breakdowns)
Real-Estate
4 Mobile Automation Use CasesTransport
Go-Catch, Uber, Ingogo
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
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
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.
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
Summary
Smart CMOs will: Punch a hole through the CRM wall to deliver contextual engagement
Customer Marketing & Automation is Darwinian
“Survival of the fittest”