Integrate mobile marketing with Marketo

Transcript

With everyone using mobile technology today, it’s one of the best places to interact with your audience. Marketo’s mobile app feature allows you to communicate with your audience on their mobile device and in your company’s mobile app through the content you’ve created in Marketo. Now that you’re familiar with how mobile marketing works, we’ll discuss how you can use Marketo and mobiles to communicate with your audience. In our exercise, we’ll show you how to add and configure a mobile app in Marketo, create a mobile program and folders for organization, send push notifications of discounts and special offers, send text message communications, communicate with people while they browse through your mobile app, and show you how to measure success.

Before you get started, you’ll need to have an existing mobile app already built and a developer that can do all the heavy lifting code work to connect Marketo and your app. First, we’ll add the mobile app in Marketo, so click Admin in the top navigation, then click Mobile Apps & Devices, click New Mobile App, then give it a name. For Type, select the type of environment you are using. Choose Production if your app is going directly live and Sandbox if you’re using a standing environment. Click SAVE. Before you can create in-app messages or push notifications, you’ll need to have your developers set up and initialize the mobile app SDK, or software development kit code for the Android and iOS platforms. They’ll also need to authenticate mobile access security and configure push access. The Marketo documentation will provide your developer the necessary details for setting this up. Once your mobile app is created, added to Marketo, and connected, you can start building content for in-app messaging, push notifications, and SMS communication.

We’ll start by creating a folder to organize our mobile assets. In Marketing Activities, we’ll right click the Marketing Initiatives folder, select New Campaign Folder, and name it Mobile Offers. Now we’ll create the program for our mobile assets, so we’ll right-click the Mobile Offers folder and select New Program. We’ll make sure the Mobile Offers campaign folder is selected, give it the name Mobile Holiday Discounts, set the Program Type to Default, the Channel to Content, then click CREATE. Next, we’ll create the folders for our program’s mobile assets and campaigns.

You can use push notifications to communicate with your customers right on their mobile device. This type of messaging is designed to appear on the customer’s mobile screen and could contain an offer, greeting, notification, or even an account alert. We’ll create a push notification, so we’ll right click our Mobile Holiday Discounts program, select New Local Asset, then select Push Notification. In the popup window, give it the name Push Notification Holiday Message, then click CREATE. With the Setup step selected, select your app from the dropdown menu, and choose whether to enable or disable a platform. In the Push Notification step, you’ll add your message or token for Android and/or iOS, and select the tap action. The tap action is what happens when the user taps the screen. The Launch App option opens the homepage of your app when the notification is tapped, and the radio button is set to This App. If the radio button is set to Custom, you’ll specify the URL for the specific deep link in your app. The Landing Page option lets you select from any of your landing pages created in Marketo. An External URL allows you to specify any URL you want your visitors to be directed to when they tap the notification. Click NEXT to move on to the Finish step, where you’ll review the summary and preview your draft on the home screen and on the lock screen. Click Edit Draft to return to the editor, then click APPROVE AND CLOSE. Now we’ll create the smart campaign that will trigger the push notifications to send. Right click the Mobile Holiday Discounts program and select New Smart Campaign, give it the name Push Notification Send and click CREATE. In the Smart List tab, we’ll define our audience. We’ll locate and drag over the Mobile App is Installed trigger and select the mobile app from the dropdown. In the Flow tab, we’ll define the smart campaign actions and steps, locate Send Push Notification and drag it to the canvas, select the push notification you created from the dropdown, then move on to the Schedule tab and click ACTIVATE. Now the campaign will be live and listening for any qualified members.

You can use SMS or text messaging to communicate with your customers right in their text message app in their mobile device. This type of messaging is used to deliver timely notifications, like pending appointments or special offers. We’ll create an SMS message, so we’ll right click our Mobile Holiday Discounts program, select New Local Asset, then select SMS Message. In the popup window, give it the name SMS Holiday Message, then click CREATE. Now, you’ll add your message, include any tokens, provide a call to action, and for best practices, use the Compliance option so that your audience can discontinue receiving messages if they’d like. With your message created, click SMS Actions and select Approve & Close. Now we’ll create the smart campaign that will trigger the SMS to send. Right click the Mobile Holiday Discounts program and select New Smart Campaign, give it the name SMS Send and click CREATE. In the Smart List tab, we’ll define the audience. For our example, we’ll locate and drag over the Fills Out Form trigger, then select the form from the dropdown. In the Flow tab, we’ll define the action we want the smart campaign to take, locate Send SMS Message and drag it to the canvas, select the SMS message you created and the vibes list, then move on to the Schedule tab and click ACTIVATE. Now, every time your audience fills out your form, they’ll receive the text message you created.

You can use in-app messaging to engage directly with your customers while they’re using your app. When they take a specific action, you can display information, like offers, promotional content, or reminders. The in-app message asset uses a separate dashboard to set the audience in scheduling aspects, so we’ll create a new separate program. We’ll right click the Mobile Offers folder and select New Program. We’ll make sure the Mobile Offers campaign folder is selected, give it the name In-App Mobile Holiday Discounts, set the Program Type to In-App, the Channel to Mobile In-App, then click CREATE. Now, we’ll create the in-app message, so we’ll click New In-App Message in the In-App Message tile on the program control panel. In the pop-up window, the program field will default to In-App Mobile Holiday Discounts. We’ll give it the name In-App Holiday Message and click CREATE. Next, you’ll select a layout and style in the editor. In the LAYOUT tab, you have three popup options and three full screen options. Popup layouts are predefined with areas that you can modify with no additional code needed. Full screen layout support custom design and coding that your design team can implement. With either layout, you can add images and text and use the tools in the STYLE tab to customize the call to action. You can also customize the button tap action. With your message created, click to preview your content. Here, you can switch between phone or tablet and view portrait and landscape modes. Click Edit Draft to return to the editor, then click Message Actions, then Approve & Close. Now we’ll set the audience and schedule the message to send. With the In-App Mobile Holiday Discounts program selected, click the Smart List tab. Here, the Has Mobile App Activity trigger is automatically populated, so all you need to do is click the drop down menu and select the app you want to place the message in. Back in the program’s tab, you can set the display limit to however many times you want to display the message. In the Schedule tile, you can schedule your in-app message to run immediately or set it to run at a later date and time. When each tile has a green check mark, you’ll click Approve and Launch. Now that you have your in-app message created and scheduled, you can communicate directly with your customers right in your mobile app.

With your mobile assets created and scheduled for sending, it’s important to monitor how they’re performing. We’ll create a smart campaign for each asset to measure its success. First, we’ll create the smart campaign for the push notification, so we’ll right click the Mobile Holiday Discounts program and select New Smart Campaign, we’ll give it the name Push Notification Success, then click CREATE. In the Smart List tab, we’ll define the audience. For our example, we’ll locate and drag over the Taps Push Notification trigger, then select the push notification from the dropdown. In the Flow tab, we’ll define the action we want the smart campaign to take, locate Change Program Success and drag it to the canvas, select the program from the dropdown, set Attribute to Success and New Value to true, click the Schedule tab and click ACTIVATE. Next, we’ll create the smart campaign for the SMS message, so we’ll right click the Mobile Holiday Discounts program and select New Smart Campaign, we’ll give it the name SMS Message Success, then click CREATE. In the Smart List tab, we’ll define the audience. For our example, we’ll locate and drag over the Clicks Link in SMS trigger, then select the SMS message from the dropdown. In the Flow tab, we’ll define the action we want the smart campaign to take, locate Change Program Success and drag it to the canvas, select the program from the dropdown, set Attribute to Success and New Value to true, click the Schedule tab and click ACTIVATE. Last, we’ll create the smart campaign for the in-app message, so we’ll right click the In-App Mobile Holiday Discounts program and select New Smart Campaign, we’ll give it the name In-App Message Success, then click CREATE. In the Smart List tab, we’ll define the audience. For our example, we’ll locate and drag over the Views In-App Message trigger, then select the in-app message from the dropdown. In the Flow tab, we’ll define the action we want the smart campaign to take, locate Change Program Success and drag it to the canvas, select the program from the dropdown, set Attribute to Success and New Value to true, click the Schedule tab and click ACTIVATE. Now, each time someone meets your defined criteria, their status will be changed to success. With all of Marketo’s mobile app features, you can communicate with your audience on their mobile devices and in your company’s mobile app. -