Mobile Killed My Marketing Funnel

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    09-Jan-2017
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Transcript of Mobile Killed My Marketing Funnel

Mobile Customer Engagement

Mobile Killed My Marketing FunnelVik KambliSenior Director, Strategy

90% of consumers use their phone to buy, to find you and while standing in your store.

They demand a seamless customer experience.

And theres money on the table if you can deliver.

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3 Ways Mobile Killed The Marketing Funnel

Skipping stagesEntering mid-funnelStages happen out of order

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This is only a symptom

Not the actual problem

Skipping Stages- Customers jump from Awareness to Purchase. From April 2015 to March 2016 we measured a 16% increase in mobile shoppers purchasing on first visit. Entering mid-funnel- From April 2015 to March 2016 we measured a 29% increase in mobile purchases attributed to social media.Stages happen out of order

Exponential growth in complexity and cost of customer engagement.

Mobile has fractured consumer behavior into hundreds of short, fleeting, intent-driven moments.

Technology giants are driving customer expectations

Consumer Expectations are a moving target. 74% of retail CEOs are concerned about how consumer purchasing patterns are shifting Digital investment costs are outstripping market growth.Source: RSR Research, February 2016

Source: Chris Dixon, MediumInternet Economics: The Main Loop

The Impact on RetailTop 3 Business Challenges in Digital Channels

Cost base increases are outstripping market growth.Greater price transparency along with intense competition, has led to a sustained period of price deflation.Engagement is critical to growth and customer lifetime value.

Source: RSR, February 2016

Better mobile customer engagement can grow revenue

Pains like conversion rates, margin, costs, growth, lifetime value etc are symptoms of a bigger problem, and that larger problem is often fragmentation of the user journey -- i.e. poor user experience -- caused by the ubiquity of mobile. We relieve the pains of margin, growth, etc by addressing the fragmented customer journey through better mobile UX.

Increased Conversion Rates on mobile screens with customer-first design.Higher Customer Lifetime Value through increased loyalty and retention.Increased Brand Value and Differentiation with memorable brand moments and interactions.Lower acquisition cost by converting expensive paid clicks into customers with great experiences.More In-store Revenue through in-store technologies, endless aisle & mobile-enabled sales associates.Reduced Churn with more targeted campaigns, experiences and loyalty programs.

Business Impacts of Better Mobile Customer Engagement

Screens

Not Devices

Screens. Not Devices.

Deliver to all screens- Kiosk at a mall- Smartphone on the go- Laptop at your desk- etc

Forresters Mobile Maturity ModelShrink & SqueezeM.DotResponsiveDevice-FocusedMobile FirstMobile-First ResponsiveAdaptiveNative AppsMobile as a channelDevice-Focused

Customer FirstProgressive MobileMobile fully integrated withexisting SystemsScreen-FocusedContext and Conversations

Progressive MobileSilo-less mobile. Apps and mobile optimized web, managed as one united customer experience.Conversational CommerceProgressive WebProgressive Native AppsShrink andSqueeze

Retail OptimizedAR/VR/ Disruptive

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Progressive MobileSilo-less mobile. Apps and mobile optimized web, managed as one united customer experience.Conversational CommerceProgressive Native AppsShrink andSqueeze

Retail OptimizedAR/VR/ Disruptive

Progressive Web

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The Web Strikes Back

The Convergence of the Mobile Web and Native Apps

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App-like speed, interactions and navigation on the mobile web.Works for every user on all browsers with a consistent experienceResponsive- Operate seamlessly across all screensRe-engagement- Make user re-engagement easy through features like push notificationsInstallable- Allow users to easily keep progressive websites on their home screen like an appLinkable- Easily share via URL with no app store installations requiredConnectivity independent- Work offline or on low quality network connectionsApp-Like Customer Experience

App-like speed, interactions and navigation on the mobile web.Works for every user on all browsers with a consistent experienceFresh- Always up-to-dateSecure- Served only via HTTPSDiscoverable- Are identifiable as applications, allowing search engine discoveryApp-Like Technology Experience

BeforeAfterImproved Performance: Same User Task 2x Faster

EngagementRe-engage users with push notifications.

Google is sending 10 billion Push Notifications a day via Chrome.

Improved Lifetime Value for Your Best CustomersUsers are prompted to add the site to their homescreenSeamless engagementBrand real estate

Launch from homescreen generates an app-style splash page and a full-screen render

Improved LTV for Your Best Customers

Benefits of Progressive WebBenefits:Higher conversion rates through better performanceIncreased revenue with app-like features including add to home screen and push notificationsGrowth in customer lifetime value from lower friction re-engagement

Coming Soon:Higher conversion rates through app-like payments

Progressive MobileSilo-less mobile. Apps and mobile optimized web, managed as one united customer experience.Conversational CommerceProgressive Native AppsShrink andSqueeze

Retail OptimizedAR/VR/ Disruptive

Progressive Web

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The Future of Native Apps?

Experience Enhancement

Progressive MobileSilo-less mobile. Apps and mobile optimized web, managed as one united customer experience.Conversational CommerceProgressive Native AppsShrink andSqueeze

Retail OptimizedAR/VR/ Disruptive

Progressive Web

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Conversational Commerce: FAQs

Using your sites FAQs, Mobifys Retail Bot can answer commonly asked questions.

Progressive MobileSilo-less mobile. Apps and mobile optimized web, managed as one united customer experience.Conversational CommerceApp-Like Mobile WebProgressive Native AppsShrink andSqueeze

Retail OptimizedAR/VR/ Disruptive

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Final ThoughtsThe marketing funnel is fractured, but its a symptom of a bigger problem.

Customer experience is a differentiator and revenue driver.

The world of the mobile web and native apps is converging.

Progressive Mobile platforms will soon become mainstream.

Thank you.

@vikkamblivik@mobify.com