Mobile-­First  Marketing  Automation  :Reach,  Relevance  and  Immediacy

Benoît  De  NayerDirector Actito

@benoitdenayer@ACTITOHQ

ACTITO  The  Agile Relationship  Marketing  suite

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What isMarketing automation?

What is marketing automation?

• A discipline of CRM (customer relationshipmarketing)

• A category of software that helps to streamline, automate and measuremarketing processes and workflowsaccross 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 withlots 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

ChurnManagement

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For what kind of use?

Lead  Generation

Lead  Management

Welcome  Programme

Cross-­selling  Programme

Loyalty  Programme

ChurnManagement

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Classical Marketing Automation channels

Marketing automation is not…

• A way to spam people with more irrelevantmessages

• 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 ofMobile 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 fromMobile 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 forMobile 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 ofMobile 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