146 Slides45 Minutes

Great defensive designtechniques like HTMLtext and alt text.

Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.

“I like to think of my phone as an organizational tool, and keeping things de-cluttered is the only way I can focus on my tasks at hand.”

Nate, Production Team DotComplicated

“I try to keep as many apps as possible on the front screen so I don’t have to constantly swipe through to check notifications.”

Liz, Editorial Team DotComplicated

“I like to think of my homescreen as my personal assistant, helping me get ahead on tasks on-the-go.

Ashmi, MarketingTeam DotComplicated

“I think of my homescreen as a second brain that helps me store information and keeps me organized.

Bradley, COODotComplicated

To maximize shelf space, brands must map customers’ preferences

and interactions to their mobile messaging strategies.

• Send a push message/alert promoting your preference center soon after the customer has downloaded/opened your app.

• Include link in welcome email to personalize app settings.

Promote Your Preference CenterMake your app more relevant to customers and capture more accurate data.

Create Targeted Promos for App Users

Use email open data (on a mobile device) to create targeted promotions/dynamic content for app users to promote the most relevant app download.

AndOr

Prompts to download app in Apple store

Prompts to download app in Android store

Prompts to download app in Windows store

1) Send email 2) Opened on different devices 3) Send SMS and/or device-specific email with relevant app download

AndOr

AndOr

Personalize the user experience across channels by collecting data about your consumers and use it to deliver content tailored to each individual.

First Time Visitor

Click One Product

Personalized Home Page

Personalization Served in Real-Time

When you start to farm and notHUNT for new consumers.

You’ll harvest them for life.

Your marketing should be tailored first and foremost to your current customers and employees.

• 24 years old

• Married

• Elementary School Teacher in NYC

• New WebMD User

• Has been trying to conceive for 2 months, and was just old by her doctor she is 1 month pregnant

Meet Stacie

She clicks on a promoted post within her Facebook feed

about pregnancy 101

Fills out a Facebook Tab for pregnancy 101 alerts

via email

She receives a triggered alert thanking her and

asks for more information

At the same time, a welcome email is triggered also asking for more information or to use

pregnancy calculator

Thanks for entering!

Tell us more!

She is then dropped into a pregnancy web page,

watches a video and clicks on an ad for maternity clothes

She uses the due date calculator

She then engages with an interactive quiz

suggestions for baby names

She clicks on the ad for the WebMD Baby App,

and installs it on her Smartphone

Find a Baby Name

1. What was your first pet’s name?Find a Baby Name

2. What street did you live on growing up?

She logs in on her Mobile App, and logs into her

WebMD profile and opts in your push notifications

7 Days: she gets a Pregnancy and Baby Bulletin (Weekly), and

all articles are tailored to a woman in her first trimester, with

highly personalized content based on her articles browsed

Stacie may receive an push alert based on her preference about the upcoming milestone (mobile)  OR receive an email

about the upcoming event. (email) This will be based on her profile and preferences

Triggered Send

+7 days

GO BUYA CRIB!

Stacie Smith @StacieSmith

@WebMD Will my skin go through any changes during #pregnancy?

WebMD @WebMD@StacieSmith – Yes! Your skin will go through many changes. Find out more here > bit.ly/4502ks

Stacie tweets from her mobile phone a question regarding pregnancy and is answered by a

WebMD representative

14 Days: she gets a Pregnancy and Baby Bulletin (Weekly), and all

articles are tailored to a woman in her first trimester, with highly

personalized content based on her browsing and preferences

Triggered Send

+14 days

Personalization getsbetter over time