OPTIMIZING
USING MOBILE APPS
BY ENGAGING
CUSTOMERS
MARKETING RESULTS
10 Steps for Creating a Comprehensive
Blueprint for Your Mobile Marketing Apps

Revenue from fully
engaged customers
is significantly higher
than those who are
not fully engaged1
Should we focus on impressions?
Should we focus on engagement?
Why does it matter?
Average revenue is
23
higher for “fully engaged”
customers

214 million people own mobile devices in the U.S.1
2 billion+ connected smartphones and tablets worldwide2
Why is it of paramount importance to include
mobile in our marketing strategy?
1. http://www.comscore.com/Insights/Press-Releases/2013/8/comScore-Reports-June-2013-US-Smartphone-Subscriber-Market-Share
2. http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694
Takeaway:
Consumers now have near-
constant access to information
and communication.
Engaging customers via
mobile devices is critical.

We must compete to win the
customer engagement battle.
1. https://www.gartner.com/doc/2961617/irresistible-challenging-role-mobile-marketing
89%
of marketers who intend to compete on customer
experience will fail if they don't offer buyers a
mobile-enabled, real-time experience 1
How important is mobile?

Personalization: content that is specifically
targeted to their attitudes and preferences.
In order to be engaged, what do
our customers expect?
Utility and value: help solving a real-world
problem or a needed service.
Relevance: the most up-to-date and
accurate information.

Marketing
through
customer
engagement
and mobility
are critical in
today’s world.
What’s stopping us?
1. http://fortune.com/2014/07/15/big-data-future-marketing-customer-focus/
of companies think they
connect well with people80%
of companies actually do
connect well with people18%

Use mobile to target,
engage, listen, adapt,
and continually update
and iterate.
Reach the right audience
with the right message
at the right time.
Reach the customer
wherever they are as
they are making their
buying decisions.
The Solution
But How?

Use a proven platform that:
Automates app creation
Captures data to provide
actionable insights
Integrates with your current
customer data
Is easy to do
Requires no programming,
no testing, and no
technical people.
The Answer
DIGITAL ENGAGEMENT TOOLKIT
CONTINUAL UPDATE & ITERATION
YOUR MARKETING YOUR INFORMATION
SALES TEAMS STORES CONSUMERS

Like highly effective people, highly effective apps
take advantage of technology to establish a
two-way dialog with customers.
Listen First, Then Be Understood
Mobile apps are especially good
at assisting brands with the ‘listen
first’ approach to marketing
because they are interactive and
facilitate two-way communication.
- Stephen Covey
“
”

The customer is in control, but this is not
the threat many marketers perceive it to
be. It’s an opportunity to engage and serve
the customer’s needs like never before.
By increasing investments in marketing
innovations, teams can examine
consumers at unimaginable depths
including specific behavior patterns from
one channel to the next.
With this level of insight brands can
become a customer’s trusted partner
rather than an unwanted intrusion.
By having a two-way dialog with our customers,
we can garner insight and then deliver continual
updates so that we are their trusted partner!
“
”– Deepak Advani, General Manager, IBM Commerce

1. Broadly segment by type and stage
2. Utilize in-app feedback to sub-segment
3. Monitor in-app behavior to dynamically micro-segment
4. Track all customer app experiences
5. Analyze experience data, iterate to maximize engagement
Trusted partners engage customers
while gaining insights

Build Feedback Loops
The dynamic tailoring of functionality
and messaging in real-time during the
use of an app to deliver maximum
personalization and engagement.
The process of collecting behavioral
data from multiple apps being used
by multiple people, on multiple
devices. Use the data to learn,
iterate and rapidly update apps to
create maximum engagement.

The Critical Starting Point:
Your App Blueprint
Success hinges on the upfront work
of planning an app blueprint.

Leading Brands and Agencies have
been using the Proscape Marketing
App Cloud to create highly engaging
apps since the launch of the Smart
Phone. Our best practices have been
packaged into a easy-to-follow 10-step
process that we are happy to share
with you! And answer questions about!
Best Practices to Create an App
Blueprint in 10 Simple Steps…

STEP 1
Determine Mobile
App Requirements
Collect the basics about your
brand, your goals, and your
target audiences.
1

Determine Mobile App Requirements
Description of the brand’s offerings
Advantages over the competition
Target audience and demographics
Customer case studies
Potential marketing channels
1

STEP 2
Prioritize and
Categorize Materials
Capture the materials that
marketing and other key teams
in the company believe are
most important.
2

How to Prioritize Content for Your App2
Is it a primary way of communicating the brand’s message?
Does it support a primary communication?
What kind of story does it tell?
Does it help customers overcome objections or answer a
common question?
Then, if for the sales channel, by your sales team’s perspective
Then, if for the retail channel, by your store operations team’s perspective
Then, if for the consumer channel, by your market research
team’s perspective

STEP 3
Create Message Flows
for Target Customers
Build the story that your app
will tell to specific customers in
specific situations.
3

Engage Through Personalization
PHARMACISTS
SURGEONS
NUTRITIONISTS
DOCTORS
RADIOLOGISTS
CHIROPRACTOR
NUTRITIONISTS
NUTRITIONISTS
THERAPISTS
DERMATOLOGIST
DOCTORS
PSYCHIATRISTS
PSYCHIATRISTSDOCTORS
An individual audience
The stage of a lead in your sales cycle
The channel (e.g., sales team vs. downloaded
by a consumer)
A special situation (like the person you are pitching
has a limited amount of time)
3

STEP 4
Determine Special
Message Flows
Define story flow for special
situations, such as customers
who are considering a specific
competitors offering or
customers that have a limited
amount of time to learn about
your solutions.
4

Design Your App to Address
Unique Situations
Just like one message does not fit
every customer, one message flow
will not fit every situation
By creating optimal message flows for
common customer situations, customer
experiences are greatly improved and
engagement is maximized
4

STEP 5
Create a Content Map
Organize content into major
topics and supporting items.
5

How to Build Your Content Map
The major topics will define the primary
navigation in your app
Each of these will become buttons or menu items
on your app’s home page or main screen
5

STEP 6
Develop Strategies for
Special Topics
Determine special topics like
PR issues, breaking news, or
technical specs.
6

How to Handle Special Topics
(these require additional attention, resources and investment – but with ROI!)
PR communications
Unique product features
Overcoming common customer concerns
Important statistics
Promotional videos
Client testimonials
Checklists
Interactive guides
Interactive animations
6

STEP 7
Incorporate Supporting
Materials
Include supporting materials
in an easy-to-navigate
framework.
7

The Importance of Reference Materials
Customers often need to see reference
materials when making buying decisions
Reference materials add credibility to
key brand messages
Plan for and incorporate these proof
points into the app
Build them into the blueprint to ensure
seamless integration within the app
7

STEP 8
Develop Questions for
Customer Insights
Create two-way dialogues with
customers by identifying the
most important questions your
app should answer.
8

The Importance of Listening via Mobile Apps
To enable sub-segmentation of
your customers
To develop questions that can be used
in the app to gather insights through
surveys or behavioral tracking
The proper use of “questions” in your
app enables marketing to automatically
adapt conversations to the customer’s
response and record that response for
insights and improved engagement
8

STEP 9
Tag Content for
Micro-Segmentation
and Insights
Identify and track content that
will provide your organization
with useful insights about
your customers.
9

Why Tag Content in Your App?9
Customer pathways and experiences
Customer reactions to messages and customer decision trees
Aspects of your offering that require more explaining
Features people want to learn more about
Specific geo-location and demographic information about
your customers
Use an app creation platform with built-in functionality that
tags each app page or content piece you create (Proscape
provides one of these)
Use HTML to create your tags during the app development process

STEP 10
Plan Mandatory Content
Determine a strategy for
incorporating mandatory
content like legal, govern-
mental, and regulatory
disclosures. This is often
critical in regulated markets
including financial services
and healthcare.
910

When to Display Mandatory Content10
When changing topics
When the app is opened
Just before the app is closed
If this is the customer’s first time
using the app
When changing between two
different apps from your company
Before or after certain pages in
your app gets displayed

But with cloud-based automation technology, brands can harness
the power of mobile devices to have meaningful, personalized
engagements directly with each of their customers, wherever and
whenever the customer chooses – in stores, with sales teams, at live
events, and directly through a customer’s mobile device.
Technology barriers often prevent brands from
capitalizing on the full potential of mobile apps.
THE OLD WAY THE NEW WAY
SLOW
COMPLEX
PAINFUL
MISERABLE
MARKETERS
TESTERS DEVELOPERS
DESIGNERS
*&(#$@!
APP CLOUD
MARKETERS & DESIGNERS
THE MARKETING
APP CLOUD
DYNAMIC
FASTEASY
CREATIVE

If you have a question about anything in this Slide Share,
we are happy to help. Visit: proscape.com/contact/
For more in-depth information on the 10 steps to creating
a mobile app blueprint, visit proscape.com/handbook
To start building your own mobile app blueprint, visit
proscape.com/handbook/build-your-blueprint
If you have interest in Proscape’s Marketing App Cloud as
a potential solution to the pain of manually creating mobile
apps, visit proscape.com/tour
Next Steps

Founded to empower brands to have meaningful, personalized
engagements directly with their customers in a Mobile First world,
Proscape removes technology restrictions that make the mobile app
creation process slow, painful, and expensive. By eliminating the pain of
mobile app development, The Marketing App Cloud platform makes it
possible for designers to bring their creative visions to life.
The Proscape Marketing App Cloud is built by leading technologists
from IBM, Microsoft, NBC Studios, iLevel, Corel, and other innovative
companies. The Proscape team is dedicated to helping marketers reach
their goals through mobile technology.
For more information, visit www.proscape.com
About Proscape