UiPath Community: AI for UiPath Automation Developers
Mobile Marketing & Customer Retention
1. Mobile
Marke+ng
&
Customer
Reten+on:
Never
Miss
the
Moment
of
Opportunity
@TheTimHayden
October
10,
2013
Marke+ngProfs
B2B
Forum
-‐
Boston
2. “By the time a B2B
purchaser actually engages
with a company or with a
sales rep from that
company, they’re 57% of
the way through their
decision process.”!
- Mike Miller, Director of Business/Industrial Markets, Google
!
4. >70%
mobile
phone
at
arm’s
length,
24
hours/day
SOURCES:
Edison
Research
5. Print
Voice
SMS
Direct
Mail
MMS
WWW
Outdoor
Digital
Outdoor
Media
Email
Digital
Indoor
Media
Your
Brand
Ad
Networks
Social
Media
Apps
Television/
Bluetooth
Console
GPS
Transit
POS
Wallet
Radio
Auto
Near-‐
Field
Comms
6. Social
is
Mobile
70%
35%
80%
45%
30%
100%
30%
35%
100%
SOURCES:
ere.net,
Mashable.com,
TechCrunch.com,
comScore,
Pew,
others.
7. Facebook
• VISUAL
STORYTELLING
(paid!)
– High
quality
images…go
further
• AVOID
LARGE
FILE
SIZE
(data
concerns
and
connecOon
speeds…)
– Right-‐size
your
images,
rectangles
not
squares
8. Links
to
Websites/Blogs
• Only
post
links
that
are
mobile-‐friendly
–
you
may
lose
half
of
your
social
audience
over
Ome,
if
you
do
not.
• Link
directly
to
the
acOon
that
a
social
post
implies,
as
you
will
lose
mobile
users
over
mulOple
clicks!
9. Facebook
–
Tab
Apps
Tablet
“sniff”/detect
links
budons
Phone
•
•
•
•
•
•
Polls
Sweeps
Subs
Coupons
Video
App
Download
Emulate
tab
apps
in
posts
using
a
“click
sniffer,”
then
diverOng
to
an
appropriate
responsive
site
(cookies/Facebook
connect
telling
you
“who”
to
make
things
more
relevant
and
personalized).
12. Customer
Service
• On
the
spot:
LocaOon-‐based
listening
&
acOon.
• Real-‐+me:
All
social
–
align
escalaOon
and
“engagement”
protocols,
online-‐to-‐offline,
offline-‐to-‐online.
• Face
to
Face:
Consider
Skype
or
FaceTime
for
resolving
customer
issues.
13. Don’t
forget,
it’s
s+ll
a
phone!
Clickable
phone
#
or
this
on
each
page
of
site/app.
14. YouTube
• In-‐video
text
size
must
be
sufficient
for
smaller
screens.
• Keep
it
short,
to-‐the-‐point…
• Remove
background
noises
in
your
audio
(mobile
viewing/audio
is
compromised).
• Close-‐ups
for
clarity.
• Place
URLs
to
related
videos/sites
within
the
video
descripOon…aids
in
navigaOon.
15. YouTube
Drive
acOon
(website
visits,
app
downloads,
online
purchase)
through
video
and
the
video
descripOon:
• DramaOcally
increase
clickthroughs
by
moving
the
URLs
closer
to
the
beginning
of
your
descripOon.
• Make
in-‐video
URLs
as
LARGE
as
possible
to
be
seen
on
handheld
mobile
devices.
16. Mobile
is
BUSY
the
Mobile
Hour
the
Desktop
Hour
email
email
web
web
social
social
text
other
app
call
18. Offline
is
the
New
Online
Consider
airport,
transit
and
other
outdoor
adver+sing
with
mobile
calls-‐to-‐ac+on
19. Offline
is
the
New
Online
• Direct
mail
• Compelling
call-‐to-‐acOon
• Personalized
URLs
• QR
Codes
• Tradeshows
• Mobile
surveys/polls
for
email
capture
21. Mobile
Email
• Make
subject
lines
are
clear
calls
to
acOon
or
clear
on
value
found
if
the
email
is
opened.
• Use
preview
text
that
is
legible.
• Keep
the
body
of
the
email
short,
avoiding
large
images
and
mulOple
paragraphs
of
text.
• Be
acOonable
when
issuing
coupons
and
discounts,
ensure
that
you
are
providing
a
one-‐click
path
from
inbox
to
browser
or
app.
• Don’t
forget,
email
can
have
a
long
shelf-‐life!
22. Mobile
Messaging
• Text
Messaging
(SMS)
– Reminders
for
orders,
subscrip+ons…
– Customer
service,
surveys
and
polls.
• Rich
Media
Messaging
(MMS)
– Inbound
images
(photos)
to
fulfill
orders,
consult
on
issues.
– Outbound
to
deliver
video,
coupons
and
other
content.
23. • You
have
a
“desktop”
and
a
“mobile”
website.
Responsive
• A
website
that
conforms
to
the
device
on
which
it
is
viewed.
Mobile
Adap+ve
Mobile
Mobile
Your
Website
Reac+ve
• Responsive,
with
content
that
is
personalized
and
relevant
based
on
locaOon,
Ome,
day
and
user
details.
27. Mobile
Commerce!
• 2014
is
the
year
of
mobile
commerce.
• Facebook
“payment
API”
and
iniOal
mobile
payment
partners
PayPal,
Braintree
and
Stripe.
• Powa
launches
in
US
–
both
a
mobile
commerce
(anywhere)
and
mobile
POS
soluOon.
• ISIS
goes
naOonwide
in
January.
28. Thinking
“Mobile
First”
•
•
•
•
Integra+on
Behavior,
before
technology
Convenience
and
brevity
Content
– Ac+onable
– Visual
– Video,
sparingly
– Local