Forrester and FollowAnalytics partner-up on the future of mobile moments & engagement. In today’s competitive app economy it’s not enough to simply acquire users for your app. If you aren’t able engage them in a meaningful way, you’ll lose them to a competitor with one quick tap, squandering your investment and negatively impacting your brand. Join us as we explore how you can make every acquired user a loyal customer using best practices for useful and contextual engagement. Register today to learn: * Key trends and changes that are impacting the behavior of mobile users * How push and in-app messaging will become a more powerful tool * Best practices to engage with customers effectively in their Mobile Moments * How to overcome common mistakes and send push messages that delight * 5 levels of mobile marketing that any company can leverage to succeed in a mobile first world.

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Push Mobile App Engagement
To The Next Level
in partnership with

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Gail Ennis, CMO,
Follow Analytics
@Followanalytics
Thomas Husson, VP,
Principal Analyst, Forrester
@Thomas_Husson

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Housekeeping
1. Webinar will be recorded and sent out
1. Participation is encouraged! Have questions
during the webinar? Great!
a. Ask using the question box
b. Questions will be addressed in the last 10
minutes

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Agenda
1. Current state of mobile
2. Mobile moments and the mobile mindshift
3. The future of Push notifications
4. The challenge for marketers
5. Best Practices

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Image source: The New Yorker (http://www.condenaststore.com/-se/cartoonbank.htm)
The expectation that I can get what I
want in my immediate context
and moments of need

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Mobile expectations are soaring

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Personalize and contextualize mobile moments
throughout the customer journey
Marketing:
Manufactured moment
Borrowed moment
Marketing:
Loyalty moment
Sales:
Influenced sales
moment
Sales:
Impulse purchase
moment
Customer service:
Information moment Product:
Setup moment
Use moment
Care moment
Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
Marketing:
Social Depth moment

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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift penetrates the beating heart
of your business

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The mobile moment happens here
Companies
Platforms
People
Processes
Mind Devices Applications

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Flight-2 days +2h-2h +2 days
• Change reservation.
• Reserve seat.
• View reservations.
• Check gate.
• Departure time
• Lounge access
• Upgrade
• Arrival time
• Food order
• Movies
• Wi-Fi
• Ground
transportation
• Lost luggage
• Navigation
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Serve customers in their mobile moments
Airline example based on user time

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The holy grail of one-to-one marketing

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Push notifications offer better mobile engagement
✓ An improved and more engaging user-experience
✓ An in-depth measurement tool
✓ A detailed targeting tool
✓ An inexpensive way to reach out to your best
customers

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Brands prioritize push notifications
Base: 182 executives who either own or have extensive knowledge of their mobile strategy and services
Source: Forrester Q2 2014 Global Mobile Maturity Executive Survey

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Marketers are starting to use push notifications to
meet their goals
✓ Up sell and cross sell services through targeted
offerings
✓ Optimize mobile app usage
✓ Test offerings in real-time
✓ Become a core part of the product experience
✓ Increase the value of advertising inventory

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Reward customers when they are most likely to engage
with your brand

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Add value and up-sell services through targeted
offerings
✓ Value-add: Protection
alerts to combat identity
theft verify charges
✓ Context: Geo-located
discounts and special
offers for partner retailers
✓ Incentive: Instant rewards
and points encourage app
usage

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Drive lead generation for faster time to revenue
CRM partnered with mobile
analytics give 360 view of
user
Relevant and contextual
messages impact increase
in test drives and shorted
customer decision cycle

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Test offerings in real time

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Innovate your business and create new services
● Habit@t uses sensors to detect hazards such as
floods, fires and blackouts.
● In times of need it triggers alarms to notify users,
call centers capable of dispatching timely response
units.

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Companies
Platforms
People
Processes
Mind Devices Applications
The hard work happens here

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Mobile will drive the biggest re-engineering of firms
since the PC
The result:
Context-rich mobile moments
Better mobile experiences
Predictive
analytics
Public as-a-service
capabilities
Connected products
Insight from
devices and sensors
Systems of
engagement
Social
Curated, personalized
content

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Push notifications will move beyond mobile apps

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STEP UP TO ENGAGEMENT
It’s Not Just About the Ads, Although $48B Will Be Spent on
Mobile Advertising in 2015!
Typical Lifecycle of Today’s Mobile Apps
PEAK
Marketers Can’t Leverage Their Investment to ROI
Here’s The Challenge:
3 of 4 mobile apps uninstalled
after download
Only 16% of users opt-in to
notifications
App Development App Acquisition App Engagement
$48B

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BEST PRACTICES
For Mobile Engagement
To Get Mobile Moments
1. CONNECT to CRM
2. USE all five levels of
mobile engagement
3. LEVERAGE mobile
marketing automation

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Feed your CRM with mobile user
profiles to optimize all your multi-
channel marketing
Augment your mobile marketing with
CRM data for ultra personalized and
relevant push & in app messaging
Use “code-less” connectors to reduce
reliance on IT and consultants
CONNECT TO CRM

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BROADCAST
Broad Reach
2-5%
RELEVANCE
Custom Reach
12-18%
CONTEXTUAL
Geo Fencing &
Situation
19-24%
PERSONALIZED 1:1
CRM & Self-
Triggered
>25%
Level
Value
Conversion Rate
Sample Message
SEGMENTATION
Targeted Reach
5-12%
Embrace All Five Levels of
ENGAGEMENT STRATEGY
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You haven’t viewed the
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for weeks and we have a
ton of new styles!
We’re having a huge
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Madison Ave.
Check it out!
Here’s a 20% discount
coupon for being such a
loyal customer!

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Key requirements:
Uses Deep Analytics & Machine Learning
Creates Rich Mobile Profiles
Has “Click & Connect” to CRM
Supports User-Triggered Interactions
Is Designed for Marketers
Supports Internet-of-Things Devices
Not complicated, easy to get up and going
everything you need in one place
Leverage MOBILE
MARKETING AUTOMATION TECHNOLOGY

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Phases of Mobile Marketing Maturity
Drive User
Acquisition
Ad Networks
Attribution Analytics
Nurture Activists
& Loyal Users
Engagement Campaigns
Customer Experience
Analysis
Deliver
Relevant Value
1:1 Self-Triggering
Contextual Campaigns
ROI Analysis
Create
Apps
Apple Store Process
Download Analytics
Presence Visibility Engagement Contextuality
Time
Context X Relevance = Value
The race to value
28
The more I understand your needs, interests, behavior, history &
location, the more value I can create for you

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Thomas Husson
thusson@forrester.com
@Thomas_Husson
Gail Ennis
Gail@followanalytics.com
@followanalytics
Thank You
Questions?