Satisfy the Demands of Mobile with Intelligent Marketing Automation

Bill Magnuson, Co-Founder & CTO Digital Summit Denver 2015

@appboy @billmag

SATISFY THE DEMANDS OF MOBILE WITH INTELLIGENT MARKETING AUTOMATION

Appboy is intelligent CRM for our mobile- centric world.

Appboy marketing automation operates on a massive global scale

• Managing 750M+ Users in 180 Languages

• Enterprise Clients in 5 Continents

• Processing 50+ billion events/month

• Adding over 100M users/month

1.The mobile marketing landscape

2. The 1:1 engagement opportunity

3. Delivering “right content, right place, right time”

4. Adapting to the non-linear customer journey

5. Key takeaways

Agenda

Today at Denver Summit 2015

01 HOW WE GOT HERE:

THE MOBILE MARKETING LANDSCAPE

Maslow’s Hierarchy (of Apps)

We’ve been here before…

But now, we have better tools: the next generation marketing cloud

02 THE COMPLEXITY:

ONE-SIZE-FITS-ALL OUTREACH DOESN’T WORK

As customers navigate between devices, platforms and in-person interactions, knowing their 360 degree profile is key.

Devices are getting more personal; customer expectations for targeted and relevant messaging are higher than ever before.

Users follow complex journeys and expect a tailored relationship

03 THE OPPORTUNITY:

RIGHT CONTENT, AT THE RIGHT PLACE, DURING THE RIGHT MOMENT

You need a holistic messaging strategy

PUSH EMAIL SLIDE-UP NEWS FEED

IN APPOUTSIDE OF APP

START WITH:

THE RIGHT CONTENT

Adapt your content and messaging to your customers’ interests

Magnify your owned first-party content

Incorporate real-time third party data via APIs and personalization

TAKE CONTENT AND DISTRIBUTE IT VIA:

THE RIGHT MESSAGING CHANNEL

Understand and plan for urgency vs. content richness

PUSH EMAIL

IN-APPNOTIFICATIONS NEWS FEED

Low Urgency

High Urgency

SimpleContent

RichContent

Leverage new channels and content experiences as they evolve

PUSH EMAIL

SLIDE-UP NEWS FEED

Use each channel for its strengths.

DELIVER YOUR MESSAGE IN THE RIGHT CHANNEL AT:

THE OPTIMAL DELIVERY MOMENT

Automatically adapt to individual schedules and usage patterns

04 IN PRACTICE:

ADAPTING TO THE NON-LINEAR JOURNEY

Guide your users from install to long haul

USER ONBOARDING AND RE-ENGAGEMENT

Guide your users from install to long haul

Guide your users from install to long haul

Guide your users from install to long haul

Guide your users from install to long haul

MAXIMIZING VALUE AND PROMOTING LOYALTY

Guide your users from install to long haul

Guide your users from install to long haul

Guide your users from install to long haul

Guide your users from install to long haul

KEY TAKEAWAYS

TAKEAWAY 01:

MOBILE NEEDS TO BE THE ENGINE TO YOUR OVERALL STRATEGY

TAKEAWAY 02:

THERE ARE MANY WAYS TO REACH YOUR CUSTOMER — USE WHAT’S BEST FOR EACH USER AND EACH MESSAGE

TAKEAWAY 03:

DON’T RE-INVENT THE WHEEL—LEVERAGE CONTENT THAT YOU’RE ALREADY CREATING

TAKEAWAY 04:

ELEVATE AND PERSONALIZE CONVERSATIONS WITH FIRST-PARTY DATA

Thanks! [email protected]

@appboy @billmag