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Mobify Peter MacLachlan

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Peter MacLachlan - presentation at Mobile Marketing Retail Summit

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Mobify Peter MacLachlan

  1. 1. Mobile killed my marketing funnel 90% of consumers use their phone to shop, to find you and while standing in your store. They demand a seamless customer experience… and there’s money on the table if you can deliver.
  2. 2. Mobile isn’t winning on customer engagement. It’s won. If this is news to you, pinch yourself. Mobile has won 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2014 2015 Smartphone Tablet Laptop Desktop “What’s your most important device for accessing the internet?” Source: Ofcom
  3. 3. Saying “Mobile Internet” is like saying “Colour TV”
  4. 4. Source: IBM Mobile is over half of ecommerce traffic and a third of revenue So where’s all my mobile revenue?
  5. 5. Source: IBM So where’s all my mobile revenue? Opportunity? Mobile is over half of ecommerce traffic and a third of revenue
  6. 6. In the past, the dominant model was the marketing or brand funnel. The funnel models consumer behavior in a linear progression from awareness and consideration to purchase, loyalty, and advocacy. Awareness Interest Consideration Intent Evaluation Purchase Marketing Sales Marketing Sales Then… …Now The New Marketing & Sales Funnel The Marketer’s View
  7. 7. Mobile fractured consumer buying journeys into short, intent-driven moments
  8. 8. Customers jump from Awareness to Purchase. From April 2015 to March 2016 Mobify measured a 16% increase in mobile shoppers purchasing on first visit. Skipping stages 1 From April 2015 to March 2016 Mobify measured a 29% increase in mobile purchases attributed to social media. Entering mid-funnel 2 25% of retailer site visits come from unbranded key word searches, already at consideration or intent stage. Stages happen out of order 3 Awareness Interest Consideration Intent Evaluation Purchase Marketing Sales Marketing Sales Then… …No w 3 Ways Mobile Killed the Marketing Funnel
  9. 9. The mobile customer engagement crisis created by the end of the marketing funnel is just beginning. It’s more than a small screen. It’s a perpetual connection to your customer. Deloitte, Comscore, SimilarWeb, Scanlife “
  10. 10. Outcome: Lost customers While costs to acquire customers and manage customer complexity continues to grow Friction in the customer journey leads to customer exits and eroded brand value. After achieving brand awareness and interest, cart abandonment leads to revenue loss. The cost to manage proliferating technologies burdens retailers and decreases ability to move with speed. Low repeat customers Low customer satisfaction Low mobile advocacy scores Low conversion rates High cost of acquisition Attribution obscurity No single view of customer High technology and people cost Longer project lead times
  11. 11. If mobile killed the marketing funnel, is there a silver lining ? Across the industry as a whole net profitability has fallen from 6-8 percent of sales pre-2007 to 3-5 percent today Cost base increases are outstripping market growth. Greater price transparency enabled by the digital transformation along with overcapacity and intense competition in the market has led to a sustained period of price deflation. The impact of increasing investment in digital. 12.4% 19.6% 33.8% 7.0% 5.0% 2.0% 1984 - 1994 1994 - 2004 2004 - 2014 Growth Across Period for Retailers, % Costs Consumer Spending
  12. 12. Prime Now offers members one-hour delivery on an important subset of selection, and was launched only 111 days after it was dreamed up. In that time, a small team built a customer-facing app, secured a location for an urban warehouse, determined which 25,000 items to sell, got those items stocked, recruited and on-boarded new staff, tested, iterated, designed new software for internal use – both a warehouse management system and a driver-facing app – and launched in time for the holidays. Amazon 2015 Letter to Shareholders “
  13. 13. How close to meeting customer expectations are you? Mobile Customer Engagement Maturity Mobile First Responsive Adaptive Mobile as a channel Device Campaigns Multichannel Customer First Progressive Mobile Mobile integrated with legacy Systems Screens Conversations Omnichannel M.Dot Responsive Adaptive Device Single-Channel Shrink & Squeeze Relationship focused Replace legacy systems Relationships No Channel / Unified Commerce Business Disruption
  14. 14. How close to meeting expectations are you? Mobile Customer Engagement Maturity Mobile First Responsive Adaptive Mobile as a channel Device Campaigns Multichannel Customer First Progressive Mobile Mobile integrated with legacy Systems Screens Conversations Omnichannel M.Dot Responsive Adaptive Device Single-Channel Shrink & Squeeze Relationship focused Replace legacy systems Relationships No Channel / Unified Commerce Business Disruption
  15. 15. Progressive mobile is an approach to mobile customer engagement that helps you control the chaos. You need to unite fragmented mobile moments into seamless and productive customer journeys. Progressive mobile simplifies the journey.
  16. 16. Progressive Mobile helps retailers meet customer needs. Today, and tomorrow. TV/In- store/Car Screens App-Like Mobile Web Progressive Native Apps Mobile First Responsive AR/VR/ Disruptive Shrink & Squeeze Progressive Mobile One codebase for engagement.
  17. 17. App-style speed, interactions and navigation on the mobile web. Works for every user on all browsers with a consistent experience 1 Responsive - Operate seamlessly across all screen sizes Engaging - Make user re-engagement easy using push notifications ‘Installable’ – Let your customers save your app to their home screen Linkable - Easily share via URL with no app store installations required Connectivity independent - Work offline or on low quality network connections App-Style Customer Experience Fresh - Always up-to-date Secure – Served via HTTPS Discoverable - Are identifiable as “applications,” allowing search engine discovery App-Style Technology Experience
  18. 18. A Progressive Web App is • Discoverable by all! • Loads quickly, even on 2G • Works offline and conserves data • Interactions are fast and smooth • Progressively installed as it’s used • Easy to re-engage with
  19. 19. Installable Performant Engaging
  20. 20. greater conversion rate via Add to home screen 70%
  21. 21. Brand controls Splash screen and theme color
  22. 22. Activated Error Idle Active Terminated Load Service Worker • Adds app-like lifecycle to a page • Wakes up only when the OS says • Only responds to system events
  23. 23. Install required assets Activate d You manage what is “installed” and how it is cached. Install Get files /index.html /styles/main.css /scripts/app.js
  24. 24. Offline and resilient Service Worker Local Cache Web Server
  25. 25. Fast and cost effective 3x Lower data usage
  26. 26. Push notifications • Work when browser closed • Lightweight (save’s battery by using GCM) • Native notifications Service Worker Push Service (GCM) Web Server
  27. 27. 350M Push notifications delivered every day
  28. 28. more time spent on site 3x
  29. 29. Re-engagement rate 40%
  30. 30. Power of push notifications increase in time spent on site 72% increase in average spend per visit 26%
  31. 31. BluetoothPermissionsNetwork Information MicrophoneCamera And there is more Native SharingLocation
  32. 32. Payments in the near future
  33. 33. developers.google.com/web/showcase/case-study/flipkart
  34. 34. Progressive Web Apps • Discoverable by all! • Loads quickly, even on 2G • Works offline and conserves data • Interactions are fast and smooth • Progressively installed as it’s used • Easy to re-engage with
  35. 35. Adding the App Once an engagement threshold has been crossed, we can invite the user to install the Progressive experience to their home screen.
  36. 36. Adding the App Once an engagement threshold has been crossed, we can invite the user to install the Progressive experience to their home screen.
  37. 37. Adding the App Once an engagement threshold has been crossed, we can invite the user to install the Progressive experience to their home screen.
  38. 38. Using the App The Progressive experience will seamlessly blend the best of app and web.
  39. 39. Using the App The Progressive experience will seamlessly blend the best of app and web.
  40. 40. Offline Mode If the mobile customer suddenly loses their connection…
  41. 41. Offline Mode If the mobile customer suddenly loses their connection…
  42. 42. Offline Mode If the mobile customer suddenly loses their connection…
  43. 43. Offline Mode If the mobile customer suddenly loses their connection…
  44. 44. Push Notifications Clever use of notifications draws the user back to the Progressive experience, reminding visitors to complete actions they couldn’t while offline.
  45. 45. Push Notifications Clever use of notifications draws the user back to the Progressive experience, reminding visitors to complete actions they couldn’t while offline.
  46. 46. Push Notifications Clever use of notifications draws the user back to the Progressive experience, reminding visitors to complete actions they couldn’t while offline.
  47. 47. A Progressive Mobile Strategy Works Across Screens Progressive Mobile is Customer First Mobile Web App-like Web Native Apps

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