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Posts Tagged 'Mobile App'

What Is Mobile Marketing Automation?

You’re reading this, so you already know how critical “mobile” and the always-on consumer is to businesses across the globe. Still not convinced? Check out the first sixteen slides from Mary Meeker’s Internet Trends 2014 – I’ll let her numbers make the final case.

Separately, you’ve likely heard of marketing automation before. These are SaaS platforms that combine customer relationship management (CRM) systems with sequenced, segmented, and automated email campaigns, along with other digital marketing channels (e.g. social media, search, etc.). Tools like Pardot, Marketo, and Hubspot have been blazing this trail for a decade.

So, if we’ve accepted the inevitable from Meeker and the rest of the industry – that Internet-connected mobile devices are forever changing consumer behavior – now we’re ready to talk about a newer, additive concept: mobile marketing automation.

Mobile marketing automation is a new discipline manifested by a set of SaaS tools and platforms, much like “traditional” marketing automation, and it enables marketers to do an array of amazing things that improve the customer experience across all of the mobile touchpoints (web, social media, native mobile apps, and even in the real-world through iBeacon technology) throughout a buying cycle. Some of the ways that mobile marketing automation empowers marketers to be smarter and create a better consumer experience include:

  • Dynamically changing content based on smart rules
  • A/B testing messaging and conversions
  • Sequencing of mobile push notifications
  • Segmenting audiences with real people-based data
  • Marrying mobile data to the rest of marketing’s analytics for a more complete picture

The “automation” comes in once we start to understand the smart rules that marketers can apply:

  • Location

o   With GPS, geo-fencing, and iBeacon technology, marketing automation software can present marketing messages based on a consumer’s real-world location seamlessly across the mobile web and within a native mobile app. Talk about context!

  • Behavior

o   Present content and messaging dynamically based on other actions that your consumer has taken across your website, on social media, within your native mobile app, and even in-store or on-premise.

  • Stage

o   If you understand what stages exist in your consumer’s buying cycle, then you can map content and messaging for your consumers based on their buying stage, making your marketing more effective and boosting your conversion rates across channels and devices.

  • Sequencing

o   String together automated content and messaging with mobile web prompts or push notifications so that consumers receive the right message at the right time on the right device.

  • Throttling

o   Set rate limits on messages so that consumers don’t get overwhelmed. Your mobile marketing automation can actually optimize your message delivery over time, ensuring a great experience across every mobile touchpoint that they have with your brand.

We’re just now starting to see a blossoming of these mobile marketing automation platforms, which empower marketers to get smarter about their content and messaging across all devices. In the end, all marketers are looking to create a better, more compelling, more engaging experience for their customers, and based on the industry trend data we looked at earlier with Mary Meeker, mobile marketing automation is going to play a critical role for digital marketers everywhere.

Jed Singer is the VP of Product Marketing for MEG.com, the only mobile marketing automation platform that delivers customer experiences across every mobile touchpoint – mobile web, social media, native mobile apps, and in the real-world through iBeacon technology. Jed has led successful social and mobile engagements for brands across many verticals, including P&G, HBO, MasterCard, AB-InBev, and Toys ‘R Us.

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Microsoft CEO: Mobile-first, Cloud-first World

Last week, Microsoft CEO Satya Nadella sent a company-wide email outlining the future of Microsoft’s vision and strategy. The message explains that Microsoft is moving away from being a “devices and services” company to focus more heavily on being a “productivity and platform company for the mobile-first, cloud first world.”

As the CEO of theCOMMSapp that has developed a native app technology platform for the mobile-first user, Nadella’s words echoed inspiration to everyone at our company.  His message showed courage and demonstrated that his vision for the future of Microsoft is moving beyond traditional PCs, their bread and butter for the past few decades.

Below are a few of my favorite excerpts from his letter.  In our planning and development, we at theCOMMSapp emulate this thinking.  To read the full letter to Microsoft employees, click here.

We are moving from a world where computing power was scarce to a place where it now is almost limitless, and where the true scarce commodity is increasingly human attention.

In this new world, there will soon be more than 3 billion people with Internet-connected devices – from a farmer in a remote part of the world with a smartphone, to a professional power user with multiple devices powered by cloud service-based apps spanning work and life.

We will reinvent productivity for people who are swimming in a growing sea of devices, apps, data and social networks. We will build the solutions that address the productivity needs of groups and entire organizations, as well as individuals, by putting them at the center of their computing experiences.

We will be keeping a close eye on Microsoft in the years to come. Given the penetration already achieved by Apple and Google, is this legendary technology company too late to the cloud game? Or will the power of this great company’s brand be enough to allow them to achieve a respectable share of the market?  I welcome your thoughts on Nadella’s mobile first, cloud first strategy and hope you will share with me @jcorbinIR.

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Innovation in Communications

Marketing and communications professionals face many challenges in their work, including communicating to fragmented audiences, breaking through the clutter in an ‘always on’ society and quantifying the impact of communications programs. The good news is that innovation and 21st Century technologies offer new ways to address these challenges. The problem that exists, however, is that many are reluctant to change the way they work, acknowledge what is actually going on around them technologically and embrace that which will exist in the future.

Next Wednesday, July 16 at 1:30pm EST, CommPro.biz has organized an exciting event-Innovation in Communications: Thinking outside the box to ensure you aren’t standing still as the Industry moves ahead that will include, Jeff Corbin, theCOMMSapp Founder,  Brian Cohen, Co-Founder of Launch.it and Christopher Penn, VP of Marketing Technology for SHIFT Communications. During the webinar, the following will be discussed:

  • Current trends in communications innovation including social media and mobile technology and what to expect in the years to come.
  • How to encourage and affect change within your communications organization.
  • Practical ways technology can be used to address the challenges communications professionals face.

We encourage you to participate in this event. Registration for the event is now open. Please register here. We hope you’ll join us!

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