10 Ideas for Omnichannel MarketingThe Definitive Guide to Deep Integrationbetween Traditional Online Marketing and Mobile

OMNICHANNEL IN PRACTICE

The New Generation of Mobile Marketing

True Omnichannel

How to Achieve That?

Traditional Marketing Automation + Mobile Marketing Automation. Why It's Not Enough?

SALESMANAGO + APPMANAGO DUO IN ACTION: EXAMPLES

Dynamic segments

Insight into how the app is used

Lead Generation

Segmenting according to other apps installed

Send messages based on user’s location

Know customer’s lifestyle from location data

Create dynamic banners on the website basing on data from the app

Use gamification tactics

Send personalized push notifications

Address multi-screening

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Contents:

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Omnichannelin Practice

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Experts discussing mobile revolution keep on recommending the same solutions: responsive websites and messages, shorter content, mobile apps. But it’s not enough.

The New Generation of Mobile Marketing

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The smartphone is much more than a new version of the portable phone invented in 1973. An average smartphone has the same power as NASA computers in 1969 when they helped send a man to the moon. No wonder that such mighty devices revolutionized our communication. We don’t only use them to perform tasks that required a PC or a laptop before. Smartphones changed the way we think about these tasks. We shop, talk, spend, save, learn and have fun in a different way now due to the invasion of mobile devices.

Smartphone revolution

On our smartphones we prefer mobile applications, not browsers. The trend increases: today we spend 65% time more in apps than 2 years ago. It doesn’t entail proportional growth in the numbers of apps we use – it grew only by 3,5. Conclusion? We use fewer apps but spend more time in them.

M-commerce

Smartphones, smartphones everywhere!

Half of the population owns a smartphone, and 80% of people will have one by the end of 2020. A number of smartphone owners grows, because these devices get cheaper and cheaper. You can get one for $40! On average, we spend on our smartphones 162 minutes each day.

Appification of the world

It is estimated that USA e-commerce will increase in value from 54,6 million dollars in 2014 up to 96,3 million dollars in 2016. In the market forecast, e-commerce tends to rise by 9-11% a year, whereas e-commerce growth rate should be 26-32% each year. On a global scale, it is evaluated that the value of the 22 m-commerce markets will increase from 102 billion dollars to 291 billion in 2016.The growth is mainly generated by the consumers in the 18-34 age group (59% of mobile shoppers).

87%In 2017, 87% of online sales will occur on mobile devices.

New Generation of Mobile Marketing: what does it mean?

It means you must shift perspective. You can’t treat mobile as, an extra channel, or as something optional. Integrate it with traditional online marketing to offer complex and intuitive omnichannel experience.

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True Omnichannel

An ideal omnichannel experienceinvolves several areas:

Websites with personalized content (banners, contact forms, offers)

Email marketing (regular newsletters, messages sent to selected segments of the contact base, and dynamic 1-to-1 emails)

Social media (with precisely targeted messages)

Ads in RTB networks (personalized and matching the rest of your communication with a given user)

CohesivenessDon’t get it wrong. The point is not just to address your audience in all these channels but delivering cohesive and inter-related messages in all these areas. If the user downloaded your material, don’t show her an ad of the same piece in social media. Each element of your communication must fall into place to lead customers smoothly through all the stages of a relationship: from the first visit to retention.

How to manage that? Getting full customer profile is vital. Monitor contacts on your website and collect data about their behavior. But you need more advanced marketing technology to address the problem.

The mobile usage

of social media will increase. Today 76% of Twitter views occur on smartphones and

tablets

Physical stores (thanks to beacons and mobile apps you can deliver customers' profiles right to sales assistants. It also can be used in call centers)

Mobile (SMS, responsive web design, campaigns dedicated for mobile, SEO and ASO, mobile appand communication surrounding an app, such as push notifications, in-app messages, and emails).

of marketersdeclare that developing a cohesivebuyer’s journey acrossmany devices and touchpoints, is their primarytask in this year.

Challenge: Mobile

From all the channels mentioned above, mobileremains the most challenging. Traditional MarketingAutomation Platforms can track user behavioron the website, in social media, or record herresponses to emails or RTB ads. Butthey're helpless when it comes to a mobile app!

86%

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How to Achieve That?

Omnichannel, multichannel, cross-channel… The most often used – and overused – terms of the last 3 years. We jungle with more and more concepts, but do we get real, applicable tools? That’s what marketers need!

We have little interest in speculation. What we do is developing tools and solutions that help marketers deliver omnichannel (or use any other term you prefer) experience. That’s why in this ebook we will show you practical implementations of two complementary platforms, SALESmanago and APPmanago. Together they integrate traditional online marketing with mobile channel.

APPmanago + SALESmanago

The synergy between APPmanago and SALESmanago doesn’t limit to more intuitive and efficient use and streamlining marketers’ work. The key advantage is the deep integration. You can combine data from Marketing Automation Platform and from the mobile app to get rich and reliable customer profiles, enabling you to address personalized messages in all channels, both traditional online (email, social media, website, RTB networks), offline (POS) and mobile.

Full Customer Profile

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The world’s deepest mobile-desktop integration

No other marketing technology in the world can offer such a deep integration. All system available on the market offer an optional integration with external platforms. It causes many problems: investing more time and human workforce in mastering more platformsconstant supervision of data exchange, as the process is prone to errorsovercoming and patching incongruencies between the systems. When you use APPmanago and SALESmanago, you forget all that inconvenience. These two are cut out for working together, produced by one company and based on the same philosophy.

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Marketing Automation + Mobile App. Why it's Not Enough

Users are going mobile, and on their mobile devices they prefer apps over browsers. The conclusion seems clear: we should start building mobile apps. But there are more stats you should know. According to Statista, there are 1 500 000 apps in Google Play and 1 400 000 in iTunes. But making user find you in that crowd is just the beginning. After she downloads you app, you must fight for retention. 90% of apps are removed within 6 months from installation, and 22% of them are removed without being used even once!

The brutal truth. Apps are the future, but...

The solution

You might think: “What’s all that about? Just create a great app, and people will use it!” But it won’t work. You must remind users of the app and encourage them to use it more. It must become a part of user’s everyday life. Otherwise there’re many others, waiting in app stores to replace your tool. The competition is too fierce to adopt "create, and they will come" approach. To increase engagement, introduce push notifications. Don’t worry! We don’t mean intrusive, bulk, one-size-fits-all notifications. Segment your base according to their interests, time of app installation and their actual engagement. Apply dynamic 1-to-1 messages, issued in reaction to users action or lack of thereof (e.g. if she hasn’t used an app for 3 weeks). Shortly speaking, apply Mobile Marketing Automation to create useful and personalized push notifications.

… Engagement. As Nielsen Research state, we spend more time using apps, but don’t increase the number of apps we use. Younger smartphone owners tend to have fewer apps installed than older ones. So it’s clear: we want a couple of practical apps, not hundreds of them.

The problem is…

An average smartphoneowner uses 26 apps.

Enrich your MAP with MobileYour Marketing Automation Platform can’t deliver reliable data if it doesn’t include what happens in your mobile app. If you have the app and ignore it in your automation processes, you miss a lot of knowledge about your audience!63% of users say that they want to do more shopping with mobile devices. Today we consume more content via mobile apps than via traditional media. 40% of customers does research in 3 channels before they buy. 60% of smartphone owners do it during the visit in a physical store, and 50% - before the visit.

of consumers use smartphones for shopping. It's not a channelyou can ignore!

87%

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SALESmanago+ APPmanagoDuo In Action:Examples

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Dynamic segments are groups of users created automatically by APPmanago basing on users’ behavior in the app. All you have to do is to define condition(s) that must be met to assign a user to a segment. For example, we want to group users who have Facebook Messenger app installed and use our app regularly (let’s say, at least 30 minutes per day). All users who meet these conditions get a tag and we can issue a dedicated campaign precisely to that group (both from APPmanago and SALESmanago).

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1. Dynamic segments

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The system also shows stats on the date of installation, last launching, and time spent in the app. Besides we can see a chart illustrating which app modules particular customer uses most often, and which aren’t explored. It tells us a lot about her needs and interests. Use that data to segment contact base according to their engagement and prepare a campaign for heavy users or users who downloaded your app first.

2. Insight into how the app is used

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The mobile app is an excellent Lead Generation tool. To optimize your workflow, APPmanago will automatically transfer new leads from the app to SALESmanago MAP. That way you will start to track them immediately after they visit your website for the first time. Their email address and contact card will be automatically associated with their in-app behavior and the full APPmanago profile.

You don’t only get new leads, but also provide a personalized experience for app users who visit your website for the first time.

3. Lead Generation

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APPmanago informs you what other apps your contact uses to deepen your knowledge about her interests. Such data will help you:

4. Segmenting according to other apps installed

tailor the vocabulary you use to given segments in all channels (for example, use sports references in communication to sports fans). That way you can resonate better with audience's emotions

personalize offers and content (to people who have cooking apps installed, send offers of cooking books, not horrors)

learn what cross-promotion options to provide (if many of your users have movie apps installed, they will be happy if you team up with a local cinema).

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94% of smartphone owners use mobile devices to look for information related to their current location. Thanks to the synergy between SALESmanago and APPmanago you can send emails, push notifications and SMS related to user’s location

94%

5. Send messages based on user’s location

What does it mean in practice?When she passes by a physical store, use push notification to send a discount for a product user viewed in online store. Thanks to full cooperation between the two platforms, you can deliver desired offer or content when a customer needs it.

Why you need Real Time Marketing?

88% of marketers declare that Real Time Marketing is a vital element of their strategy. They list its advantages:

88%

Building engagement

81%

of respondents

Increasing shopping experience quality

73%

of respondents

Increasing conversion

59%

of respondents

Improving brand perception

52%

of respondents

Increasing retention

of respondents

52%

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Data on customer’s location are not only a great material for real-time marketing, allowing you to send an offer in the most appropriate moment. They also help you learn customers’ lifestyle. Below we show what can you deduce from user location and its changes.

Type A. King of the RoadWhen someone travels long distances, and has many apps for drivers installed (such as navigation), you know what she needs. You can assume what her work involves a lot of trips. Probably hotel and restaurants suggestions will be useful. Also, remind about car servicing.

Type C. AdventurerUsers who move long distances and explore new places are specific: that type shares a distinct ethos of independence and resourcefulness. Refer to that values in the communication

Type B. Nine-to-fiveIf you can see regular short trips, you know she is a commuter and likely has a traditional 9-5 job. It entails fixed rituals and habits, such as shopping after work. After recognizing the pattern, you will be able to find a place for your product in that routine.

When you combine such data with information about contact's behavior on the website, you get a rich customer profile.

6. Know customer’s lifestyle from location data

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What are dynamic banners?What apps has your user installed on her device? They’re banners without a static, set content – it’s selected for each user individually, basing on her profile. That way every visitor sees a different, personalized offer that matches her behavior, previous transactions and demographics. In other words, we don’t define which product will appear on the banner, but we set a rule choosing them for each customer. For example, banner displays last viewed products, products from the same category as recently viewed/ purchased, products bought by customers with similar buying history, etc.

Recommend products basing on others app installedWhat apps has your user installed on her device? Endomondo indicates that she is active and will be interested in your sport-related products. When she enters your website, you can show these elements of your offer that are addressed to sports fans (sports equipment and wear, healthy food, etc.). If you find a parenting apps, like Dinner Time, you know that she is a parent. Don’t show random offers to your visitors. Even if our Endomondo user came to you to buy something unrelated to her hobby, seeing a banner referring to something she likes will make her feel more like home.

But what if you don’t have data from the website?Sometimes you can learn more about user’s interest from his behavior in the app than from her website behavior. That’s why it’s useful to involve data from the app. You can assess consumer’s interests fast: just see what other apps installed on her smartphone or which modules of the app she uses most.

7. Create dynamic banners on the website basing on data from the app

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Game creators, app designers, and marketers all use gamificationmechanisms to increase engagement and revenue. How to do it?

Offering premium package, upgrades or additionalfeatures? If you earn from extensions and extra packets,it’s vital that you tailored an offer to what given user couldspend. To assess her spending willingness, refer to her engagement.Someone who uses your app heavily is more likely to spend moreon additions while the less frequent user might prefer somethingless expensive because she doesn’t know your app well enoughto risk wasting her money. This tactic helps you optimize efforts: you offer more expensive products to users willing to spend moreand suggest viable options to less engaged.

8. Use gamification tactics

As mentioned above, sending messages that remind users of yourapp becomes essential to keep them with you. Without constant stimuli,they forget about an app and uninstall it a couple of months after. Make sure they have a chance to use it, love it and developa habit of using it on a regular basis.

Inform users about the progress they make. It might involve giving points and small rewards and applying ranks.Remind them of their targets and steps to achieve them. Such mechanism is widely adopted in educational appsand ones promising you a lifestyle change.

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According to Urban Airship, skillfully implemented push notifications can boost user engagement by 540%. But it’s a two-edged sword: despite its potential, it can backfire, causing audience to turn push notifications off or even uninstall the app.

Brak celu.

Resonate with user’s interests: you will discover them thanks to combining insight from traditional Marketing Automation platform (such as user’s behavior on the website, purchases, reactions to particular campaigns) and data from Mobile Marketing Automation system and app analysis (what modules she uses most often, what other apps has she installed, etc.).

9. Send personalized push notifications

Push notifications must always perfectlyfit in the context and:

Respond to user’s commitment: “user is a user is a user” approach can’t lead you neither to big traffic or big revenue. Some customers have known your brand for long and have bought from you several times. They need a different communication than users who have just installed your app and can’t tell precisely what do you sell. Now, thanks to SALES-manago-APPmanago synergy, you can get a full picture of users’ engagement in all channels, to which you can fit your messages.

Address the situation and place user finds herself into if you want to send a coupon for a coffee, the best time to do so is when user passes your cafe by, or in time when you know she is in the city, not relaxing at home. Use geolocation tools and analysis of user’s activity – at which time of day and week she most often interact with your brand.

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How many devices your customers use to interact with your brand? How often they get a push notification on their mobile devices, and then rush to your e-store on their laptops? Today’s consumers use many devices simultaneously: watching TV, playing on iPad and checking email on the phone at the same time. That’s why it’s so difficult not to lose her during the journey across many devices and platform, with so many distractions.

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What is multi-screening?

It can mean two problems:

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Using more than one device simultaneously (multitasking)a

Sales process on multiple devices

SALESmanago + APPmanago duo helps you address changing shopping habits and a new model of the buying process, which involves a couple of devices. Gathering all customer data in one place allows you to over a cohesive experience and avoid losing your customer when she is switching her device.

10. Address multi-screening

b Using more that one device to complete one process (you start it on one device, and finish on the other).

Personalization needed

60% of consumers declare that they would like ads to be more tailored to their needs. At the same time, 49% of markers say that they have data to provide more relevant offers, but they can’t do it on a regular basis due to problems with integration of data from various sources. That’s why you need a duo of perfectly combined tools that work smooth to deliver the most useful offers.

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http://www.convinceandconvert.com/mobile/7-mobile-marketing-stats-that-will-blow-your-mind/

http://marketingland.com/survey-personalization-relevance-increasingly-overlap-in-consumers-minds-145771

http://resources.mobify.com/50-mobile-commerce-stats.html

http://www.entrepreneur.com/article/237891

http://blog.hubspot.com/blog/tabid/6307/bid/33565/34-Enlightening-Statistics-Marketers-Should-Know-About-Multi-Screen-Usage-Google-Data.aspx

http://therealtimereport.com/2014/03/24/88-of-digital-marketers-consider-realtime-marketing-critical-to-their-efforts/

https://econsultancy.com/blog/66776-why-real-time-marketing-is-critical-to-the-modern-brand/

SOURCES

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10 Ideas for OmnichannelMarketingThe Definitive Guide to Deep Integration between Traditional Online Marketing and Mobile