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@rganguly | #MozCon
By 2018, half of the world’s mobile users will have a
smartphone. (eMarketer, 2015)
@rganguly | #MozCon
Mobile is EVERYWHERE, but it’s still impersonal.
@rganguly | #MozCon
@rganguly | #MozCon
@rganguly | #MozCon
@rganguly | #MozCon
@rganguly | #MozCon
96%of unhappy customers never
complain
91% of whom will simply leave and never
come back
Local search helps make mobile personal…
“Where can I buy a greeting card for my spouse in the next 10 minutes?”
@rganguly | #MozCon
Local search helps make mobile personal…
“Where can I buy a greeting card for my spouse in the next 10 minutes?”
@rganguly | #MozCon
…But it’s not enough.
To build trust and loyalty, expectations are high.
@rganguly | #MozCon
To build trust and loyalty, expectations are high.
@rganguly | #MozCon
Immediacy
To build trust and loyalty, expectations are high.
@rganguly | #MozCon
Immediacy Personalization
How do we bridge the gap?
@rganguly | #MozCon
Impersonal mobile
engagement
High customer expectations
@rganguly | #MozCon
1. Learn your customer’s mobile journey
c
Discover Compare Consider Commit RetainGoal
Find the best options to meet
their needs
GoalCompare
options and select front
runners
GoalIdentify solution
they want to work with
GoalEnter the best
partnership with peace of mind
GoalProve program’s worth and grow
with partner
Make the case
Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound
Stand out
Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos
Stand out
Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement
Stand out
Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy
Stand out
Strategy SLAsPerformance reportsClient check insContinued support
@rganguly | #MozCon
1. Learn your customer’s mobile journey
c
Discover Compare Consider Commit RetainGoal
Find the best options to meet
their needs
GoalCompare
options and select front
runners
GoalIdentify solution
they want to work with
GoalEnter the best
partnership with peace of mind
GoalProve program’s worth and grow
with partner
Make the case
Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound
Stand out
Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos
Stand out
Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement
Stand out
Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy
Stand out
Strategy SLAsPerformance reportsClient check insContinued support
Mobile allows for more, including: • In-app messages
@rganguly | #MozCon
1. Learn your customer’s mobile journey
c
Discover Compare Consider Commit RetainGoal
Find the best options to meet
their needs
GoalCompare
options and select front
runners
GoalIdentify solution
they want to work with
GoalEnter the best
partnership with peace of mind
GoalProve program’s worth and grow
with partner
Make the case
Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound
Stand out
Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos
Stand out
Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement
Stand out
Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy
Stand out
Strategy SLAsPerformance reportsClient check insContinued support
Mobile allows for more, including: • In-app messages• Mobile surveys
@rganguly | #MozCon
1. Learn your customer’s mobile journey
c
Discover Compare Consider Commit RetainGoal
Find the best options to meet
their needs
GoalCompare
options and select front
runners
GoalIdentify solution
they want to work with
GoalEnter the best
partnership with peace of mind
GoalProve program’s worth and grow
with partner
Make the case
Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound
Stand out
Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos
Stand out
Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement
Stand out
Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy
Stand out
Strategy SLAsPerformance reportsClient check insContinued support
Mobile allows for more, including: • In-app messages• Mobile surveys• Intelligent prompts
@rganguly | #MozCon
1. Learn your customer’s mobile journey
c
Discover Compare Consider Commit RetainGoal
Find the best options to meet
their needs
GoalCompare
options and select front
runners
GoalIdentify solution
they want to work with
GoalEnter the best
partnership with peace of mind
GoalProve program’s worth and grow
with partner
Make the case
Blog Case studiesPressNewsletterWebinarWOMConferencesAssets Outbound
Stand out
Product tourTestimonials Case studiesFeature lists Pricing sheetsProduct demos
Stand out
Sales callsSales meetingsMocks ContractPricing Set up Rules of engagement
Stand out
Contract Supporting docsKick off Design assistanceTechnical assistanceStrategy
Stand out
Strategy SLAsPerformance reportsClient check insContinued support
Mobile allows for more, including: • In-app messages• Mobile surveys• Intelligent prompts• Friendly, personalized
notes
@rganguly | #MozCon
1. Learn your customer’s mobile journey
Annoying notifications
Complex registration
Freezing
Bad UI/UX
Intrusive ads
Privacy concerns
Forced social login
0% 10% 20% 30% 40% 50% 60% 70% 80%
Top 7 reasons people uninstall mobile apps
Source: Appiterate Survey
@rganguly | #MozCon
2. Be proactive
Survey customer
s
@rganguly | #MozCon
2. Be proactive
Say thank you
Deep linking
@rganguly | #MozCon
3. Leverage local search tactics
App packs
Single apps
Paid search
@rganguly | #MozCon
3. Leverage local search tactics
@rganguly | #MozCon
4. Humanize your mobile experience
@rganguly | #MozCon
4. Humanize your mobile experience
@rganguly | #MozCon
4. Humanize your mobile experience
@rganguly | #MozCon
4. Humanize your mobile experience
In sum, earning mobile customer trust and loyalty isn’t given. It’s earned by:
@rganguly | #MozCon
1. Learning your customers’ mobile journey2. Being proactive3. Leveraging local search tactics4. Humanizing your experience
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