Mobile

Marketing
Automation
How to Unlock Full Potential
of Mobile Applications
in Marketing

CONTENT
3

HOW SMARTPHONES TRANSFORMED OUR LIVES ?

Connected body

Social bonds

Change in shopping habits

BASIC TERMS

What is Mobile Marketing?

10

Glossary

11

THE POWER OF APPLICATIONS

12

Apps in numbers

13

Examples of successful campaigns based on mobile apps

14

Apps that work

15

Before you start developing your app

16

MOBILE MARKETING AUTOMATION

17

Hidden potential of apps

18

Solution: Mobile Marketing Automation

19

Examples of practical use of Mobile Marketing Automation

20

SOURCES

Mobile Marketing Automation

How smartphones
transformed our lives?
Connected body
Social bonds
Change in shopping habits

Mobile Marketing Automation

Connected body
Internet as a main source of knowledge

External memory

Smartphones are the true personal computers. Think

that they have the same power as NASA computers
which helped put man on the moon in 1969. That
potential is now at our fingertips. No wonder that they
changed our learning mindset.
We started to perceive internet as a main source of
information we address our questions there before ask
anybody or search in books, notes or our own memory.
Especially that all information is so easily accessible
you just need to reach your pocket.

We remember less and less facts, replacing the knowledge about facts with
knowledge about where to find facts. Internet became our external disc,
our common transactional memory.
Researchers indicate that using smartphones changes the shape of our
brain physically. Areas responsible for stimuli from fingertips grow bigger
in smartphone users brains.

Addicted and impatient

Due to easy access to knowledge we got used to
instant responses to our questions, what made us
information junkies. Long-lasting searching for an
answer frustrates us and we cannot conduct such
practices anymore. We want our anwsers now if not
given instantly, we show mild withdrawal symptoms.

SMS neck
Smartphones doesnt change only our brains, but
affect also our whole body, like our posture and
spine. Many people suffer from SMS neck
condition stemming from lowering your head above
the mobile device and keeping in that uncomfortable
position in relatively long time.

Mobile Marketing Automation

Social bonds
On infamous video from San Francisco underground we can
see a man playing with a gun, but nobody notices that,
consumed by their smartphones, at least till he starts
shooting. Pessimists have been long convinced that
technology moves us apart and harms social bonds. Other
say that it just makes our relationships different, not better
or worse.
On the other hand we are more connected and safer. Its easier to
stay in touch with people we care for, but our relationships change
in many ways.
Independent kids
Scientists proved that invention of smartphones affected traditional
model of family, with parents having more means of control over
their children. Kids became way more independent nowadays.
Little respondents told Rich Ling that they often go to bed with their
smartphone and while pretending to be asleep, they conduct a vivid
social life. For them virtual and physical worlds are the same, none
being better or more real.

Disturbing work-life balance

With our mobile devices we are connected all the time what makes
it easy to check our work email or just take a quick look at some
work projects in our free time. Moreover we feel expected to do so
and experience guilt when leaving work inbox unchecked for
a weekend (even if we cant exactly imagine what kind of
catastrophe might happen if we left it alone for two days).

Global addiction
Just as gambling, smartphones consume us promising vague
prize, and when it doesnt arrive, we only feel more eager to try
again. David Greenfield, psychologist and founder of Centre for
Internet and Technology Addiction, calls smartphones the worlds
smallest slot machines. Glued to them, we crave for new
information, but no information can satisfy us, so we keep on
searching, refreshing and tapping. Compulsive use of
smartphones is a widely spread and commonly accepted
addiction.

Mobile Marketing Automation

Change in shopping habits

Trend you cant ignore
In the U.S., mobile commerce is anticipated to grow
from $54.6 million in 2014 to $96.3 million in 2016.
Compared to the roughly 9-11 percent increase
e-commerce is expected to see each year,
m-commerce in the U.S. has a projected growth rate
of 32-26 percent each year through 2016. Globally,
mobile commerce across the 22 markets is estimated to grow from roughly $102 billion in 2013 to
roughly $291 billion in 2016.
That growth is stimulated mostly by consumers
between 18 and 34 years old (59% of mobile buyers).

Impulsive shopping

81%

81% of mobile purchases

are spontaneous. It relates
to specifics of mobile users
behavior who searches for
something relevant in the very
specific context: at that moment,
in this place, and about what
she will probably forget
in two hours.

Tablet is a perfect tool for shopping

52%

72%

52% of tablet users say that

they prefer to shop on that
device instead of computers
or mobile phones,

72% of tablet users use that

devices for shopping at least
once a week,

50%

30%

Tablet users spend 50% more

than computer users,

30% of users interrupt the

transaction if the process has
not be optimized for mobile
devices.

New dimension of showrooming

On the one hand, users do more and more research
before purchase, on the other they get more impulsive.
It stems from new habits, like showrooming: we try
products in the brick and mortar store, and then we
compare prices and buy instantly on our smartphones
depending on where they can find the best price.
Thats a challenge for brick and mortar stores to make
shopping experience more interactive, dynamic and
personalize. Maybe with mobile apps and beacons?

Best idea
for m-commerce?
Your own mobile
application
where you
manage the
whole buying
process yourself

Mobile Marketing Automation

Basic
terms
What is Mobile Marketing?
Glossary

Mobile Marketing Automation

What is Mobile Marketing?

The term Mobile Marketing designates all marketing actions performed with mobile devices user in mind. Hence its a broad term, including both
traditional SMS marketing and sophisticated campaigns involving new technology. Lets take a look at two examples.

Example 1. Ford SMS campaign

How to conduct SMS campaign?

In 2011 Ford launched a simple SMS campaign. In promotional materials

customers could find the number they should text in order to obtain more
information on new cars.

SMS campaigns are worth considering as very efficient

marketing tool. Try to unlock the full potential of synergy
between channels (e.g. Put a link to your website in SMS).
Also know who your recipients are: the same as subscribers
to your mailing list? Be sure that communication is cohesive
across the channels (Marketing Automation Platform will help
with that).

You call it too simple? Campaign reached

15,4% conversion.

SMS as extremely efficient medium

22
years

SMS first appeared 22 years ago, and first

marketing campaign utilizing it was issued
in 1999,

91,4%

SMS marketing campaigns can achieve

91,4% marketing efficiency,

90%

90% of SMS are opened within 3 minutes from

receiving,

76%

76% of users declare that theyre more likely

to read SMS than email.

Example 2. Talk to the smartphone!

Muller Lowe Agency created an amazing campaign for Jet Blue Airlines.
It was focused on service quality and to stress it, unique protagonist a
usual pigeon was brought to life. The pigeon in video commercials
discussed his poor condition although he was a frequent flyer, nobody
respected or noticed him, he was fed with some crumbs and leftovers
and travelled in crowd, with not enough space for him. So he was like
every one of us, who travels with most airlines. Users were supposed
to identify with that experience.

Mobile Marketing Automation

What is Mobile Marketing?

There was also a mobile ad to that story, offering user
to learn pigeon language. It was enabled by Nuance
Voice Ads technology, so users could speak to their
phones and get feedback on whether their
pronunciationis correct, and they were learning new
words and phrases in bird language.
Advanced technologies for more profound interaction
Technologies such as Nuance Voice or beacons offer
completely new level or mobile experience: more
interactive and customer-centered, where virtual
and physical realities can interfere and combine to
deliver astonishing and powerful sensations. Utilizing
material components, as users voice (e.g. like in Jet
Blue campaign) or physical space of the store
(e.g. in beacon case) opens new chapter in history
of marketing.

Conclusion: Mobile Marketing is more than just SMS and apps

And more than a particular technology. As examples mentioned above indicate,
it means most of all understanding specifics of mobile users behavior.
Both campaigns discussed Fords apparently archaic SMS campaign and conceptual,
technologically sophisticated ad from JetBlue were successful, despite huge
differences. It doesnt matter if you use SMS, QR codes or optimize your website for
mobile searching, think about users mobile experience and treat various technologies
and solutions as means to the end, not values in themselves.

Remember:
mobile marketing is
mostly about how we
address mobile
experience.

Mobile Marketing Automation

Glossary

Mobile application: (mobile app,

m-app): a software designed especially
for mobile devices (smartphones,
tablets), with consideration for the
demands and constrains of such
equipment.

Beacons: small devices using

Bluetooth Low Energy to
communicate with other beacons
in the area and apps. They serve
localizing the customer in physical
space, e.g. when he approaches our
brick and mortar store or how she
navigates in it, monitor her behavior
(in what parts of the store did she
spend a lot of time, what interests
her) and send personalized 1-to-1
dynamic push notification, email
or SMS.

Geolocation:
we understand it here as using GPS
installed in mobile device to identify
users location, what allows for
personalized communication, tailored
to her current needs.

M-commerce:
a section of e-commerce,
embracing sales via mobile
devices.

Push notifications: are messages

generated by application, sent to
users device to increase her
engagement.

Behavioral profiling: means

identifying user (on website or inside
mobile app) and collecting data about
her behavior to build an image of her
interests and needs. Basing on that
system can deliver automated
messages tailored to individual
predilections of each user.

RWD (Responsive Web Design):

designing a website in such a way
that its layout and look adjust
automatically to the size of the
device, so it displays properly on
big as well as on small screens.

Mobile Marketing Automation

10

The power of applications

Apps in numbers
Examples of successful campaigns based on mobile apps
Apps that work
Before you start developing your app

Mobile Marketing Automation

11

Apps in numbers
Today half of worlds population owns
a smartphone and that number grow
to 80% by 2020

In 2007 the first iPhone came into

being. Since then smartphones are
the fastest selling devices ever.
Each 21 seconds 1000 of them
are sold.

Almost 80% of smartphone owners

check news or messages in 15
minutes from getting up from bed.

The gadget became also

considerably cheaper. Indian
company Micromax sells basic
models for $40

About 10% admits

to using it during sex.

Average America citizen spends about

162 minutes per day actively using
her smartphone (mostly apps).

Today users spend in apps 65% more

time that they did 2 years ago.
Interestingly, the amount of apps they
use increased only by 3,5

Apps, which a couple of years

ago were considered a passing
fad, today transform mobile
devices. On smartphones we
definitely prefer applications
(86%) over browser (14%).

Mobile Marketing Automation

12

Examples of successful campaigns based on mobile apps

Apps can boost conversion dramatically.

See examples below.
LOreal Inova Color Capture
Facing the plummeting sales of LOreal
professional products, the company
decided to remind women that nothing
compares to having their hair dyed professionally in the salon with high quality
cosmetics. To communicate this message,
a pool of free procedures was prepared
and an app was designed. In the app user
saw a map with salons where actually free
dying was available marked. Offers were
called Color Bubbles and disappeared
dynamically, as other user approached and
benefited from the offer. If user was quick
enough, she could have her hair dyed for
free or with huge discount.

Starbucks Card

McCann refurbishes IKEA catalogue

Starbucks offers its customers mobile app

with which they can pay for their morning
vanilla-caramel latte, and paying with an
app is promoted with discounts and
special offers. Its a great idea for synergy
between online and offline.

Catalogue is one of the most basic and

traditional means of marketing, today fallen
undeservedly from favor. McCann agency
decided to refurbish the cult IKEA catalogue (and when we say cult, we dont
waste words. When in 1950 after 50 years
font was changed for more computer
screens friendly Verdana, audience was
outraged).

Nivea Sun Kids

Nivea wanted to communicate the
importance of kids safety to parents, and
to so it designed an app helping watch a
child on the beach. User would tear a strip
from paper ad, wrap it around kids wrist
and download the app. When a kid was
moving away too far from parents mobile
device, an app would send an alert.

App version of the catalogue - dont

worry, paper one is still available not only
offers interactive experience, but makes it
possible to be updated with new offers
and discount and offers new means of
distribution.

czyli
minuty
Mobile Marketing Automation

13

Apps that work

According to Nielsen report, most popular
apps belong to categories:

Browsers, portals, social,

Entertainment,

Apps have tremendous advantage over other media, like:

Social media: : user heads there motivated by need to socialize,
not with purchase intention, and is exposed to way too many
stimuli there to focus on your message, which will most probably
come unwelcomed,

Communication,

Email marketing: : customers love it and prefer to get offers that way,
but it also has some drawbacks. Its less interactive than an app, which
will enable you to engage your users more,

Productivity and tools,

Display banner campaigns: when your customer uses an app, you have
all her attention, while banners are easily overlooked and frequently forgotten.

Commerce and sales,

News,
Travel,

22%

of apps are abandoned after installation, so its not only

creating an app and making it easy to find that matters,
but also engaging users and preventing them from
dropping out.

Lifestyle,
Photography,
Finance.

Mobile Marketing Automation

14

Before you start developing your app

What best apps have in common:

Originality,

Offering a substantial benefit (you can

say clearly what purpose they serve)

The content of an app is clearly

associated with brands message (look
at Nivea Sun Kids campaign discussed
above it concerns childs safety, or
LOreal says about valueof experience
in professional hair salon).
Before you rush to creating your own
MyFitnessPal, we have a couple of tips
for you. What should you have in mind?

Remember:
Mobile-friendly version of the
website comes first then you can
develop an app. If you have a great
app enticing users to use your
services or buy from you, and they go
straight from the app to the website,
and cant do anything because its not
responsive well, thats a shame. You
fail to provide what app actually was
about!
Offer substantial benefit: why
should anybody download your app?
How can it help her? Remember by
definition app is something that
performs a specific task. Dont try to
overcomplicate it, but think of one
thing in customers everyday
experience that you can made easier.

When searching for inspiration, take

a look at physical world and offline
experience. Great apps come from
mimicking things we do in analog world
(as all pomodoro apps),
Dont duplicate content from your
www: app is not for that its focused on
action and performing a task,
Offiline: be able to use your app also
when she is offline (like e.g. Evernote),
Choose simple solutions. Dont
overcomplicate either visual concept
or functionality.

Be unique: what is the point of being

a second Wunderlist, if Wunderlist is
already there?

Mobile Marketing Automation

15

Mobile Marketing Automation

Hidden potential of apps
Solution: Mobile Marketing Automation
Examples of practical use of Mobile Marketing Automation

Mobile Marketing Automation

16

Hidden potential of apps

Why we love apps:
Youre visible and available
for customer,
You have access to her 24/7,
You are easier to be noticed on the
home screen,
You have access to great amount of
useful data for marketing (e.g. customer
location),

What fails in apps:

Personalization: in apps its
understood shallowly, as contextual ads,
Collecting data on user: e.g. on her in-app
behavior,
Synergy between app and website: no data
on user exchanged, what results in chaos and
lack of cohesiveness in multichannel
marketing,

Real-Time Marketing: why dont we react

instantly with personalized in-app messages
or push notifications?
Understanding specificity of mobile
experience: despite growing budgets
mobile campaigns are often just smaller
version of desktop actions.

You can send push notifications to

communicate with user in real time.
While thats impressing, there are still
many blank spaces and gaps in
communication via app, mostly with
personalization. Ironically, having access
to so much data, we know a little about
given user or just dont utilize that
knowledge in marketing. Why dont
we collect and use the data?

Zmie mylenie o banerach

Mobile Marketing Automation

17

Solution: Mobile Marketing Automation

Mobile Marketing Automation as a solution

What is Mobile Marketing Automation:

Marketing Automation systems address

these issues, applying analytics,
automation and personalization also to
communication in mobile channel, and
combine it with traditional automation
actions.

It is a solution dedicated to mobile apps, considering the specificity

of mobile experience. Thanks to Mobile Marketing Automation you:
Increase users' engagement in the app and maximize its
conversion,
Optimize advertising costs,

To understand users behavior

That way you can get to the core of
mobile marketing: understand your
customers behaviors and respond to
them in real time.

Enrich analytics of user behavior on the website, what will allow to

provide personalized experience in all channels, using both abundant
knowledge on the customer and real-time data.

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Mobile Marketing Automation is NOT:

Bulk SMS sending

Isolated in-app analytics

Spamming

Simplistic translation of marketing automation into mobile

Auto-responders

Mobile Marketing Automation

18

Examples of practical use of Mobile Marketing Automation

How can you utilize the power of Mobile Marketing Automation?
Lets see some examples.

More knowledge: Thanks to analytics of

other apps installed on users device you
can deepen your observation on their
interests, so you can profile your communication more precisely and know them
better generally speaking.

User segmentation: segment your users

basing on categories of apps they have
installed on their mobile devices, on their
activity in the app, or on their location. Say
goodbye to one size fits all paradigm!

Scoring engagement: users who use your

app on regular basis, and ones who do
so intermittently, call for different approach,
so tailor communication to individual users
needs. That way you will never irritate
sporadic users and unlock the whole
potential of engaged users at the same time.

Campaigns based on geolocation:

Platform recognizes places where users are
when logging in, what allows to send offers
with products user needs right now (e.g.
discount coupon for coffee when user
passes nearby coffee shop, not when she
is sitting at home).
Zmie mylenie o banerach

Relevant offers: knowing other apps user

installed, type of her device and behavioral
data (how she uses our app, how she
reacted to previous messages, which
features does she like most) you can tailor
communication with precision unknown
before.
Analytics: You can use advanced
analytics and enrich data on user from the
website with information from the app, and
monitor efficiency of given campaign to
optimize your efforts.

Mobile Marketing Automation

19

Sources

http://whatsnext.nuance.com/connected-living/nuance-voice-ads-jetblue-air-on-the-side-of-humanity-campaign/

https://econsultancy.com/blog/62971-six-great-examples-of-mobile-marketing-campaigns/

http://marketing-automation.pl/sms-marketing-nie-umarl-10-dowodow-jego-skutecznosci/

http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html

http://www.bbc.com/news/health-30586017

http://adage.com/article/behind-the-work/mccann-erickson-ikea-catalog-a-vitamin-pill/236165/

http://resources.mobify.com/50-mobile-commerce-stats.html
http://www.pymnts.com/in-depth/2015/global-m-commerce-set-to-leave-e-commerce-in-the-dust/#.VYe1pfntmko
http://www.geekwire.com/2014/flurry-report-mobile-phones-162-minutes/

Mobile Marketing Automation

20

Mobile
Marketing Automation

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