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Mobile-­First  Marketing  Automation  :
Reach,  Relevance  and  Immediacy
Benoît  De  Nayer
Director Actito
@benoitdenayer
@ACTITOHQ
ACTITO  
The  Agile Relationship  Marketing  suite
p.  2
What is
Marketing automation?
What is marketing automation?
• A discipline of CRM (customer relationship
marketing)
• A category of software that helps to
streamline, automate and measure
marketing processes and workflows
accross multiple channels
Who uses marketing automation?
• Companies of all sizes: from SMBs to
multinational companies
• Used to be a B2B turf, but this is evolving with
lots of B2C companies doing the move
• All sectors : finance, automotive, pharma,
media, entertainment, fmcg
Lead  
Generation
Lead  
Management
Welcome  
Programme
Cross-­selling  
Programme
Loyalty  
Programme
Churn
Management
p.  6
For what kind of use?
Lead  
Generation
Lead  
Management
Welcome  
Programme
Cross-­selling  
Programme
Loyalty  
Programme
Churn
Management
p.  7
Classical Marketing Automation channels
Marketing automation is not…
• A way to spam people with more irrelevant
messages
• A technology-only way of dealing with customers
• The brainchild of big-data lovers
• A white unicorn that will solve all your marketing
problems
The advent of
Mobile Marketing Automation
Mobile obliges to reinvent MA
Mobile is pervasive
Mobile chat killed the Email star…
Source:  Ondevice
Mobile is multi-device per definition
Mobile evolves fast…
What do
consumers want from
Mobile Marketing Automation?
Mobile-first content
More personnalized experiences
Real-time interactions
Context aware applications
The main components of a
Mobile Marketing Automation
Solution
Data Management Platform (DMP)
Multichanel campaign management
Adaptative automation
Evolutive MMA SDK
Reporting and optimization
Case
An App for reflux patients
Reach : Onboarding
CRM Back Office
Relevancy : Adaptative site and forms
E-mail, Push and In-App notifications
Imediacy : Geofencing
What’s next for
Mobile Marketing Automation?
Integrated Content Journey Management
Self learning Algorithms
Thank you !
Thank you !
What are the main features of MA?
• Data Management
• E-mail marketing
• Landing Pages / Web forms
• Marketing workflows
• Lead scoring
• Integration with CRM, e-commerce
• Marketing resources management
• Social marketing
• Analytics
The ROI of
Mobile Marketing Automation
User retention
• Mobile users have high Expectations for mobile
marketing: they want
• Messages adapted to their device
• Content personalized to suit their preferences
• Real-time: an action must be followed by a reaction
• Context sensitive Interactions
User retention
• Mobile users have high Expectations for mobile
marketing: they want
• Messages adapted to their device
• Content personalized to suit their preferences
• Real-time: an action must be followed by a reaction
• Context sensitive Interactions
User retention
• Mobile users have high Expectations for mobile
marketing: they want
• Messages adapted to their device
• Content personalized to suit their preferences
• Real-time: an action must be followed by a reaction
• Context sensitive Interactions
What mobile users want : relevance
• Mobile users have high expectations for mobile
marketing, they want:
• Messages adapted to their device
• Content personalized to suit their preferences
• Real-time: an action must be followed by a
reaction
• Context sensitive Interactions

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