mobify peter maclachlan

Mobile killed my marketing funnel90% of consumers use their phone to shop, to find you and while standing in your store. They demand a seamless customer experience… and there’s money on the table if you can deliver.

Mobile isn’t winning on customer engagement. It’s won. If this is news to you, pinch yourself.

Mobile has won

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2013 2014 2015

Smartphone

Tablet

Laptop

Desktop

“What’s your most important device for accessing the internet?”

Source: Ofcom

Saying “Mobile Internet” is like saying “Colour TV”

Source: IBM

Mobile is over half of ecommerce traffic and a third of revenue

So where’s all my mobile revenue?

Source: IBM

So where’s all my mobile revenue?

Opportunity?

Mobile is over half of ecommerce traffic and a third of revenue

In the past, the dominant model was the marketing or brand funnel.

The funnel models consumer behavior in a linear progression from awareness and consideration to purchase, loyalty, and advocacy.

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Marketing

Sales

Marketing

Sales

Then… …Now

The New Marketing & Sales Funnel

The Marketer’s View

Mobile fractured consumer buying journeys into short, intent-driven moments

Customers jump from Awareness to Purchase. From April 2015 to March 2016 Mobify measured a 16% increase in mobile shoppers purchasing on first visit.

Skipping stages

1

From April 2015 to March 2016 Mobify measured a 29% increase in mobile purchases attributed to social media.

Entering mid-funnel

2

25% of retailer site visits come from unbranded key word searches, already at consideration or intent stage.

Stages happen out of order

3

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Marketing

Sales

Marketing

Sales

Then… …Now

3 Ways Mobile Killed the Marketing Funnel

The mobile customer engagement crisis created by the end of the marketing funnel is just beginning.

It’s more than a small screen. It’s a perpetual connection to your customer.Deloitte, Comscore, SimilarWeb, Scanlife

“

Outcome: Lost customers

While costs to acquire customers and manage customer complexity continues to grow

Friction in the customer journey leads to customer exits and eroded brand value.

After achieving brand awareness and interest, cart abandonment leads to revenue loss.

The cost to manage proliferating technologies burdens retailers and decreases ability to move with speed.

Low repeat customersLow customer satisfactionLow mobile advocacy scores

Low conversion ratesHigh cost of acquisitionAttribution obscurity

No single view of customerHigh technology and people costLonger project lead times

If mobile killed the marketing funnel, is there a silver lining ?

Across the industry as a whole net profitability has fallen from6-8 percent of sales pre-2007 to 3-5 percent today

Cost base increases are outstripping market growth.

Greater price transparency enabled by the digital transformation along with overcapacity and intense

competition in the market has led to a sustained period of price deflation.

The impact of increasing investment in digital.

12.4%

19.6%

33.8%

7.0%5.0%

2.0%

1984 - 1994 1994 - 2004 2004 - 2014

Growth Across Period for

Retailers, %

Costs Consumer Spending

Prime Now offers members one-hour delivery on an important

subset of selection, and was launched only 111 days after it was

dreamed up. In that time, a small team built a customer-facing app,

secured a location for an urban warehouse, determined which 25,000

items to sell, got those items stocked, recruited and on-boarded new

staff, tested, iterated, designed new software for internal use – both a

warehouse management system and a driver-facing app – and

launched in time for the holidays.

Amazon 2015 Letter to Shareholders

“

How close to meeting customer expectations are you?

Mobile Customer Engagement Maturity

Mobile FirstResponsive

Adaptive

Mobile as a channel

Device

Campaigns

Multichannel

Customer First

Progressive Mobile

Mobile integrated withlegacy Systems

Screens

Conversations

Omnichannel

M.Dot

Responsive

Adaptive

Device

Single-Channel

Shrink & Squeeze

Relationship focused

Replace legacy systems

Relationships

No Channel / Unified Commerce

Business Disruption

How close to meeting expectations are you?

Mobile Customer Engagement Maturity

Mobile FirstResponsive

Adaptive

Mobile as a channel

Device

Campaigns

Multichannel

Customer First

Progressive Mobile

Mobile integrated withlegacy Systems

Screens

Conversations

Omnichannel

M.Dot

Responsive

Adaptive

Device

Single-Channel

Shrink & Squeeze

Relationship focused

Replace legacy systems

Relationships

No Channel / Unified Commerce

Business Disruption

Progressive mobile is an approach to mobile customer engagement that helps you control the chaos.

You need to unite fragmented mobile moments intoseamless and productive customer journeys.

Progressive mobile simplifies the journey.

Progressive Mobile helps retailers meet customer needs.

Today, and tomorrow.

TV/In-store/Car Screens

App-Like Mobile Web

Progressive Native Apps

Mobile First Responsive

AR/VR/ Disruptive

Shrink & Squeeze

Progressive Mobile

One codebase for engagement.

App-style speed, interactions and navigation on the mobile web.

Works for every user on all browsers with a consistent experience

17

Responsive - Operate seamlessly across all screen sizes

Engaging - Make user re-engagement easy using push notifications

‘Installable’ – Let your customers save your app to their home screen

Linkable - Easily share via URL with no app store installations required

Connectivity independent - Work offline or on low quality network connections

App-Style Customer Experience

Fresh - Always up-to-date

Secure – Served via HTTPS

Discoverable - Are identifiable as “applications,” allowing search engine discovery

App-Style Technology Experience

A Progressive Web App is

• Discoverable by all!

• Loads quickly, even on 2G

• Works offline and conserves data

• Interactions are fast and smooth

• Progressively installed as it’s used

• Easy to re-engage with

Installable Performant Engaging

greater conversion rate

via Add to home screen

70%

Brand controls

Splash screen and

theme color

Activated Error

Idle

Active

Terminated

Load

Service Worker

• Adds app-like lifecycle to a page

• Wakes up only when the OS says

• Only responds to system events

Install required assets

Activate

d

You manage what is “installed” and how it is cached.

Install Get files/index.html

/styles/main.css

/scripts/app.js

Offline and resilient

Service

Worker

Local

Cache

Web

Server

Fast and cost effective

3xLower data usage

Push notifications

• Work when browser closed

• Lightweight (save’s battery by using GCM)

• Native notifications

Service Worker Push Service

(GCM)

Web Server

350MPush notifications delivered every day

more time spent on site

3x

Re-engagement rate

40%

Power of push

notifications

increase in time spent on site

72%

increase in average spend per visit

26%

BluetoothPermissionsNetwork

InformationMicrophoneCamera

And there is more

Native SharingLocation

Payments in the near future

developers.google.com/web/showcase/case-study/flipkart

Progressive Web Apps

• Discoverable by all!

• Loads quickly, even on 2G

• Works offline and conserves data

• Interactions are fast and smooth

• Progressively installed as it’s used

• Easy to re-engage with

Adding the App

Once an engagement threshold has been crossed, we can invite the user to install the Progressive experience to their home screen.

Using the App

The Progressive experience will seamlessly blend the best of app and web.

Offline Mode

If the mobile customer suddenly loses their connection…

Push Notifications

Clever use of notifications draws the user back to the Progressive experience, reminding visitors to complete actions they couldn’t while offline.

A Progressive Mobile Strategy Works Across Screens

Progressive Mobile is Customer First

Mobile Web App-like Web Native Apps