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this video is what mobile marketing marketing automation and group hopping so welcome to pro factory TV coming to you from the innovation Factory in the Springfield Road and today we're joined by Rachel Davis from hurry so Lisa thank you very much for coming in today and joining us do you mind telling all of our viewers all about hurry and what you get yeah so as you say my name is Rachel Davis I am the co-founder and CMO of curry we are a marketing automation platform for apps so it's actually what used to be the case is apps would have some push notifications but they would have been hard-coded into the background so marketers really wouldn't have how to say on what the content is when it went I like things like that we actually allow the marketer to be able to send those push notifications at the time that best suits their user with a wee bit of machine learning in the background there and so we hurry we'll learn and when your user actually is most likely to open the push notifications and so that you're confident that you're sending the right content to the right user at the right time amazing so if is a young person maybe Freddy Nate may be the best time as opposed to sorry the more than the other clock absolutely absolutely well that's the beauty of it as well we are quite big into our segmentation that's kind of a big selling point for us as in our hurry dynamically changes your segments so as a marketer the best practice is to always have your buyer personas who are they but essentially what happens is if you're doing a PowerPoint if you're doing a pH stick of them in the shop door and never look at them again which isn't very useful to anybody so what hurry actually does is it learns by the rules that you've created to you maybe want single females as opposed to single meals and that'll divide that based on your rules and not maybe it's about example cuz I'm gonna say that changes but you know depending on your fire behavior maybe or someone that really likes Chinese food and another person really likes Indian food maybe the more you go into the app and change and chop beer choices you could then be moved dynamically into the person that likes Indian food so that the marketer is again confident that they are sending you the right most relevant information for you incredible wow so you guys know everything that well not I'll specifically the companies that use our yeah and you know so many levels to a business marketing themselves you know you think of the website you think of social media yeah of course mobile is critical yeah because nearly everyone's got a mobile phone even and thinking you know in five or six years we have laptops and desktops will all be mobile devices so yeah I think I think there'll be a place for both because you have this whole thing of the double screen so you know you're watching your TV but you're on your iPod check and I you know what you're actually gonna buy on a sauce or something like that so I think there's a place for both because people even if you actually look at buying habits people tend to spend more when using an iPod as they would on their phone and so there's just different different traits of people and how you would actually by using your different devices so basically I should be watching them KidCare more attention to people who visit my website for example if they're on there well yeah it depends it depends what you're doing so it's obviously it's all really when it comes to on to about your mobile strategy and your mobile marketing strategy so you obviously have one for your desktop which is you know your site will be nice and optimized for desktop but there is this whole element of your mobile site needs to be optimized for the mobile user and if it's not that just turns people off straightaway they go do something else cuz they get frustrated if there's too much like chunkiness about it it's just too difficult if you have it nicely later maybe even take out elements of your site you know figure out what people actually are gonna be looking for your um site for whenever they're using mobile they need something quick fast snappy where is it someone's on desktop they have a bit more time they're probably more likely setting dawn somewhere a bit more time whereas if you're on your move or maybe you know you don't really have that time of course exactly so less actually we've a similar strategy so sounds like we're on the same page which is really really good so basically you would just bid having less data or less content on the mobile bang yeah sort of focus more on really getting down to the specifics of what people want from you and analyze that and only stick to those points it's very easy as a marketer to go new but the need to new this and the needs new that just get right down to the basics on what they're there for and what you want them today as well and help them during that journey you know there is an awful you know it's all there's a lot of different terms that are floating a byte at the moment and user experience is definitely one of them and it really is so important that you do acknowledge that there is a difference between desktop and mobile and that you tailor your user journey on both it does take a little bit of effort and it does take a little bit of experimentation but it is so worth it in the end whenever you've got that right or you see that you're starting to get it right it really makes a massive difference to you you don't obviously revenue yeah so it would be a typical customer ever come to your company for help um so basically our target market is anybody with an app so we have different types of people right from the enterprise market which has hundreds of thousands of users right down to the smaller up companies that don't don't have that many and our platform is built up for both of them and there's a place in each marketing department for both you get the smaller companies they don't really have the time or the resources and to actually dedicate specifically they may not have a pure marketing person so actually having this marketing automation tool helps them and whereas if you look at the bigger enterprise companies they're looking at the more detailed side so they really care about this segmentation piece I'm you know comment on the align what hurry what impact hurry is gonna have on being able to know their customers without their marketers having to actually get any better essentially you know they've obviously employed grim the marketers but they're there to do the thinking not the repetitive tasks you know of course isn't so do you think that market then is getting more competitive or people there's are more and more apps being produced by companies yeah definitely I'm one thing I would have to say is it's very important for people to understand why they're building an app so you have companies that sort of the impression is that you need to have enough opposite the latest thing and don't get me wrong I absolutely think apps are great if you use them for the right reason so for instance you see saying they started as a website but obviously they're up there at balloon interesting fat-free they're up alone and on cyber monday last year had doubled from the year before right that's the revenue that came in from that and I'd be interested to see what happens this year but if you even look at that's an online business but if you look at somewhere like Caesars Entertainment so like Caesars Palace they've actually diversified their business to include apps now you're probably wondering why the heck does a do that right so they have it in a couple of different ways so number one if you are in Caesars Palace or any of their s you can actually instead dropped in your game you can use your app to go to order a drink and then they'll bring your drink don't you - stop disrupting your game no I there's also the idea that well I kind of want to be part of this brand and use this brand but I'm not in Vegas so they have other gambling ups that you can use when you're not in Vegas as well so that's a good use of Holly to diversify your brand when using app there's plenty there are plenty people out there that are trying to jump on this app found dragon but I'd have to say unless you have a real need for it or your customers have a need for it don't invest because I actually cost quite a lot of money to develop I really get up that has a really good user experience that it's gonna be worth your investment as well so really good advice so yes also go back to start and don't spend money and yeah what did you need for your business absolutely yeah the bright shiny things like you shown to me isn't like all to have an app yeah is it the right thing for your business yeah and I think as well as that it's very important that I mean obviously we're a piece of marketing automation software but we're a small business as well and in order to maximize and what we get right we actually use a lot of marketing automation ourselves so we would track how people are using our websites so from behind the scenes I mean you don't see the ins annoys fit but you can just see their journey through your website and there's the laws us to understand hi they're using it what we can improve for next time is that button even necessary should we take that away it's just causing confusion and it's things like that those key pieces of technology that do not cost very much money in the grand scheme of things but will actually bring you a lot more money overall you know it's investing properly on the technology that you have it's not a set and forget yes absolutely seit over my up space yes job done you need it need to keep analyzing it constantly it's not as you say it's not a closed bet going right done next you know it's you have to you have to keep looking at it and do you guys work with iOS and Android yes so currently it's iOS and Android they're probably in the new year will be native software development kits as well but mainly right right now it's iOS and Android do you find it's skewed towards iOS around doors no really like what we're finding is that there's both like if you have one you have the other most well start with one and we are seeing more of a demand as well for the native apps which allows both um iOS Android but um right now it's it's pretty much if you have one you have the other and our platform allows for that so you can send push notifications you get the choice cuz they look quite different on the different types of phone so as the marketer you don't need to know any of the code you can just hit a button and that allows you to do it for iOS or one for Android you know and and I could just imagine that it's so competitive though in the App Store's iOS or Android so actually having a little bit of an unfair advantage or a fair advantage and using a marketing support yeah it really makes a big difference so your software then we'll look at metrics on how apps performing so we are everything from once you have got your app up on to the App Store we help you try and retain your users I mean like increase their lifetime value with you so that would be through the tailored push notifications and the segmentation that's our idea that essentially if you're sending the right content to the right user at the right time you're gonna be providing more value to your user and they're not gonna delete your app for photo storage or something you know yeah I'm sure because I've done it loads of times yeah I've downloaded so many ups and I've tried it once or maybe someones recommend out Dino would come back to it never do and as you say it's storage yeah and I think the first one is to go over the ones you never use yeah and so there is a big risk of that is yeah don't load and then never use it and that's the thing whenever you have an app you're competing with a little more than the people in your category you're competing with every op that's available plus everything else that's on your phone you know so um you really need to show that value and if you really look at it different people I know I have about four pages of apps on my phone but I actually only use three maybe four you know the rest of them just sort of sit there dormant and I never really open them so as long as you can provide value and make sure that I mean sense is required as well you're not sending push notifications and emails and things like they said at a ridiculous race to people because at the end of the day are human and the other side you need to you need to just have a bit of sense have a better confidence in yourself as well that you're doing the right thing and holds your nerve when it comes to sending the communication pieces you know so so apps it's still a drone market oh I guess no matter what I think of young children oh oh yeah Wow well maybe they're like digital need of something probably Wow yeah absolutely become more and more important I guess for businesses yeah and I also think that what's starting to happen and it's actually my sister Micah nice she teaches me about new things but not not in a way that she teaches me how to use technology it's actually hi the younger generations are actually using the technology as in it's not it's not what it was designed to do so for instance she told me the other day that her whole class are in this grip on snapchat right I was like why what do you need Albert I sort of just thought it was just about the croc at the weekends and things like that no it actually wasn't at all it's they are actually using snapchat as a collaboration tool I know you wouldn't have thought it oh I couldn't even have guessed that they were using that for that so what they were doing was for instance if someone was stuck on their mouth some work someone would say listen I'm really stuck in question to you I have no idea how to do it does anyone have hard to do this they would send a picture of that on their work insight into the grip and they would be helping each other to get better so for me whenever she showed me that I was like I don't get shocked really easily but I just couldn't believe that that was high that up has been transformed by the users and it got me thinking do people like do the teachers actually understand that this is a collaboration so like that is class that's a really good use of technology and actually it shows that teamwork is alive no you know people go to university and they hit T market they hate it so much but actually when you look at how technology is impacting lives that but if you ask my sister she wouldn't even say the technology's impact in it she wouldn't even recognize it that's what's happening that's that's just her life it's great it really is watching them and learning from you guys it doesn't mean I'm sure some teachers are having a heart attack I'm sure all right but you know well I think that's the big thing as well I think the skills also need to recognize that they can't fight this this is gonna help in regardless so I I do think that taken advantage of different things like that would really make a massive massive difference and I know my younger cousin at the weekend to tell me called over a bite her skill by being so heavy well I think of his adviser no not for that why are all of her skill books not in an hour because that would save her back you know it's all these things that technology can help prevent different problems and different areas yeah - adopted their large learning songs as you say their group they've grown up with this technology but then go to school with books you know it's a it's just a bit mental it baffles me really to be honest but it's like I think so he hit now but I think maybe two years ago we got this report back and and his 80 skills he was we had to one of our tasks at home was to have them use a mouse because he hadn't used to most people don't know what to do and I'm thinking in reality they never seen a messy girl yeah time to see what a most was a flaw maybe telling kids that my father used to use one of those things it's incredible incredible what's happening but what are you and there's different types of mobile marketing then what would you say are the main ones well to be honest with you I would say that in order to have a mobile marketing strategy it's kind of just the plan that you have for your marketing via mobile so he talked a little bit earlier about making sure you optimize your site and things like that you don't actually in order to have a mobile strategy you actually don't need to have enough so it's actually more about how you facilitate your customers or your users via mobile so it is that having your mobile website optimized op dot can be part of it and emails so obviously people very much get their email on their phone Noi and but if you do have a moba if you do have an app obviously there's different elements that you bring in there your push notifications your in up messages I'm actually bringing that all together in sort of a multi-channel marketing so picking up whether people for fair push patience or do certain type of messages are they better in in push notifications or are they better via email like so for instance push notifications you can deep link straight into your app so for instance if someone had looked at a specific skirt that they were going to buy or something and the push notification sad about that all right obviously they're more likely to buy that if they open it and it takes them straight to that page rather than if they click the notification and it just opens up a random page on your app you know it's just different things like that trying to connect the dots as to again going back to this user experience and what really what they're really there today I'm on high mobile impacts there and cool your end goal which is to get them to buy it for me excellent and obviously your business is built as a marketing automation - mhm so for a few people who may be watching that don't fully understand what a marketing automation is do you mean just explain what that is sure well it's essentially the idea of using a tool to automate the repetitive tasks so for instance if you spend ages creating as a marketer if you spend ages creating your social media you know before it would have been you know either on Twitter just not only professional hitting a button I mean there is no person on this planet that is not too expensive to do that but is ridiculous use of your time you can no I get tools such as hit sweet they can do this all for you if it's maybe if it's maybe emails that you're looking today and get them sent out at different timings to make your sort of requirements maybe its meal chimp if you need to do both I may be scheduled blog posts there's other tools such as HubSpot so there's plenty of tools out there to help you get over those sort of repetitive tasks and so you have big brands such as rip Carl so rip Carl is a tailor manufacture a major athletic sponsor and beast from Australia their biggest thing is they have customers all over the world right it would be absolutely pointless for them to have someone hitting the button for all the different time zones for that particular email that needs to go right and what they do is they automate this so that it can go to each time zone which is great now there are obviously business-to-consumer there's the other side which is business-to-business no automation can also fit in this sort of category as well for instance there is a great example of data centers solutions provider call center excit and they never had any form of marketing automation they just essentially have to deal with everything everything was manual so as soon as a lead came in the parent marketing manager got all of the leads into her in books and then she then needed to Debbie the boy no I there's a couple of different problems with that you've got him and her you've got the fact that she clocks off ninety five so there's a whole evening where that isn't being automatically Debbie toys and annoy what happens actually is they've created a landing page that each landing page goes to a specific sales person so that it always goes into the right person's inbox and they can action it so instead of having a fire in the middle within the first year of them having this automation and their lead generation via online traffic increased by fifty nine percent and one point five million points turnover increase directly attributed to this so as you can see automation really can make a massive difference and both be to say b2b because you can't you just can't be everywhere yeah you just can't and it's it's merely there to let the humans do the thinking and the creative strategy and let the let the technology do the stuff that you wouldn't really want to do yourself you don't want to be sitting there pressing a button and the heck go you know you need to be doing the things that you're paid to do which is be the bigger thinker you know of course I'm the world now is like global time zones exactly it's such a massive thing yeah incredible so cruel hacking is another term that we hear a lot of it and so in case anyone hasn't heard of growth hacking you wouldn't mind explaining a little bit about that sure well rooms hacking really haze I mean I feel like it's it was sort of something that was a couple years everyone thought there was a magic sauce of magic so me there's no there's definitely no magic sauce the morphing that is just hard work but growth hacking is essentially trying to engage your customers and users and potential customers in such a way that they cling on to your brand and share it and this is great and in the old days you would have called it to one of mice we still sort of call word mice but it's actually being passed on and passed on there's different ways that you can do that annoy and it all completely depends on your business so there's plenty of different examples out there if you google them on different great growth hacks and one particular one is when Airbnb first started and they use sort of students shoulders of giants really and had a hack that involves Craigslist so will see their users would be on Craigslist so they sort of length on that technology until Craigslist could do something about it name to get them away but things like that are quite creative but for everybody else that maybe doesn't have that ability like that obviously is great for that type of business sometimes growth hacking carrying game involves just an awful lot of experimentation and for that it's really important that you have quite well it's quite a creative thing learn into growth hack you need to have a very structured way of understanding it on a structured way of managing it so writing doing exactly what it is that you're testing what you hope to say sort of your hypothesis and what you actually say so that you can change that you know given a very tight deadline and move on to the next evolution of that experiment and there are again great great tools online for that such as optimize a is a really really good one it can help you structure and all the experiments that you you put forward really and but definitely I think it is something the experiments part of sort of the grooves hacking and trying to get I mean there are viral growth acts which is that sort of air B&B one which you know is grabs traffic really quickly this idea of experimentation that is something that every business should be doing and to get further really listen I can see that you're very focused on stats and other metrics and measurements which is really good saying so if anyone watching this video was interested in reaching out yourselves share getting some help with mobile marketing what's the best way or had questions on both mobile optimization or sure what's the best way to get in touch um well I'm a on LinkedIn I'm gonna Rachel Davis and you can also go to our website which is herido coos that's he chi or our e co we have a whole blog and resources section there on mobile marketing right from what to do before you launch an app what today after you launch it out and really everything in between so axle well thank you Rachel I've been in the blog looks impressive I'm gonna have to dig you have left the page open I'm not gonna take a wee bit into the content and as you get myself some more but thank you very much for coming in today yeah but appreciate and thank you for watching our video today and this is a profile 3 kieran from profile 3 the content marketing agency come to you from the innovation Factory on the Springfield route join us tomorrow for the next video and like you gave your time [Music] you [Music]