Archer webinar landmines & goldmines 4.3.13 ppt slideshare
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Transcript of Archer webinar landmines & goldmines 4.3.13 ppt slideshare
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Archer Webinar“Landmines and Goldmines in Mobile Marketing”April 3, 2013
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Welcome!Presenting today’s webinar:
Michael AhearnVP Customer Development & Marketing
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• This is a listen-only webinar• Enter any questions/feedback you have in the
Questions window
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Mobile Marketing: Goldmine with Landmines
EUREKA!
Whoa! Wha’
happened?
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Landmine 1: Putting Tactics Before Strategy
Don’t determine “what” before insight of “why and to whom”
• Why: Strategize for specific marketing objectives and specifically how they will be measured
• Who Part 1: Establish target customer groups and demographics
• Who Part 2: Research mobile handset capabilities and use penetration of target customers
• OK…now What: Pick appropriate mobile tactics/channels to reach objectives & target customers—and how they’ll be integrated in your other marketing channels
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Landmine 2: Living in the Ghetto
• Mobile in a silo fails, almost all the time.
• Don’t “ghettoize” mobile—it requires a line item in your budgets
• Mobile marketing success is directly proportional to how well it’s integrated into your other marketing channels
• Broken or non-compelling call to action—the value prop is not because it’s mobile
• Avoid the “single legged stool” within mobile itself—integrate all mobile channels
• Mobile is dynamic and real time, so instant gratification is a must, and no “launch and forget” mobile orphans
There’s no such thing as mobile marketing. There’s only mobile enabled marketing.
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Landmine 3: Compliance (or else…)
• Patents—what do they mean to you (Helferich anyone?)
• Opt-in regulations and messaging flow best practices—different for different channels
• Common pothole: underestimating campaign certification complexity and time to launch
• Tier one providers (like us) provide all the expertise and services to help
Brand X: First message—Get a coupon for 5% off code 432xxe3wdfdfsww.
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Landmine 4: Rude and Impersonal Messaging
• Over messaging—get frequency right per campaign/service and per customer
• Vanilla offers, messaging, content duplicated from other channels, or stale content. Mobile is fresh.
• Mobile is not email—it’s much more “intimate”
• One size fits all is less attractive and sometimes just dead wrong—personalize!
Brand X: Get a coupon for 5% off code 432xxe3wdfdfsww.
MetroMobile:
See the Hot Brazilian Roller Bikini Boxers here! http://m.girls.com
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Landmine 5: The Ad Hoc Rut and “Mobile Databases”
• Ad hoc, hit and run mobile campaigns are not “nutritious” mobile marketing
• They’re mostly good as first interaction, campaign/opt-in awareness “candy”
• Don’t work towards a “mobile database”—your goal is a mobile enabled database
• Customer profile/prefs should not be siloed, work toward a master customer persona utilized by all marketing channels
NYC
Hit and Run Single Interaction Database Capture for Ongoing Interaction
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Landmine 6: The Big Fail—Bad Mobile Web
• What happens when someone Googles your business on a phone? Where do they land?
• Non-optimized mobile web experience
• Don’t “short arm” your mobile site as “good enough” for mobile
• Watch out! Links to “mobile content” that aren’t mobile assets or mobile viewable
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Landmine 7: It’s More Than Just Marketing
• You mean I can do business operational messaging too?
• Why not incorporate mobile with customer service?
• How about mobile billing reminders or statements to cut operations costs?
• Don’t think of mobile as only a promotional channel—marketing and business operations work together in the mobile world for a total customer experience
• Don’t miss the upsell/cross sell opportunities within business ops messaging
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Landmine 8: Techno-fetishism and Mobile Marketing Bling
• Is augmented reality or a flashy app really your first play in mobile? How do you know?
• How about building a mobile messaging foundation first, then an effective mobile site?
• One thing you should fetishize is MOBILE ANALYTICS
• AR use penetration is still in single digits amongst all users• Only 2% of top 250 apps are newcomers• Only 0.25% of revenue of top 250 apps goes to newcomers• 2011 25% of apps are used once and abandoned • 80-90% of apps are eventually deleted from phones
Techcrunch March 17, 2013; Business Insider/Statista Jan. 2013
NFC payments have 7% use penetration in US in 2012, up from 3% in 2011
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Landmine 9: Mobile Marketing = Text Messaging (Not!)
• Millennials won’t stand for boring subscription messaging. Fact.
• Mobile push messaging can be much more than 160 characters (actually really only 100)…explore other rich media options like app push, MMS and mobile web
• You mean can I do unlimited copy for my mobile messages with MMS?
• A picture is worth a thousand words…dynamic media is worth millions of wordsNYC Girl
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Landmine 10: Picking the Wrong Mobile Spouse
• Provider choice is critical, don’t be penny wise, pound foolish—mobile divorce is expensive
• The importance of expertise, experience and breadth of services should never be underestimated
• Plan your needs roadmap…can you grow for scale, speed and territorial reach?
• Need to think and speak APIs…more often than not you’ll use them
• Your provider needs to speak multi-channel within mobile, and outside, into all traditional marketing, digital and business op channels
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Mobile Marketing: Making Goldmines
EUREKA!
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Goldmine 1: Like the Economy, It’s Messaging Stupid…
• Is augmented reality or NFC really going to be your first steps in mobile? Is an F1 race car the first car you buy?
• It’s the basics that really work, seamlessly and reliably
• Basic blocking and tackling with SMS yields great results
• The money and ROI are not in bleeding edge (but they’re great for getting your name in Ad Age)
• Best channel for reach, used more than voice calls
• Most ubiquitous and familiar channel to users worldwide
• Perfect low cost gateway to mobile web
• It’s a good idea to offer mobile only offers/content…focuses customer on mobile and avoids cross channel burnout
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Goldmine 2: Evolve with CRM
• Keyword + short code is good for ad hoc, but segmentation and personalization is mature mobile
• Leveraging segmentation and personalization is like turning the amplifier to 11
• Fully integrated, foundationally strong mobile initiated list/CRM generation is possible, and can be leveraged for use by your other marketing channels
• Got Loyalty? Mobile enable your existing loyalty and retention programs, with cross channel preference management
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Goldmine 3: Go Beyond CRM with Contextual Messaging
• Data is good, but data + context is even better
• More than who they are, it’s what they do and acting on that data
• Business Paradigm Context: ex. mobile response to abandoned cart or sign up
• Event Context: ex. messaging when receipt is handed at POS
• External Data Context: ex. using Weather.com to provide the rule of who gets what message/offer
• Behavior Context: ex. rather than asking customers to self-define their profile/pref (opt-in forms), use existing CRM behavioral data for segmentation and personalization
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Goldmine 4: Rich Media Mobile Messaging ROCKS
Carlos by Carlos Santana Collection Offer
Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.carlos.com
• 50% of people are more engaged with a retailer after watching a video
• 45% of people are more likely to return to a retailer if a video is integrated
• People are more engaged with a retail brand after watching a video
• People are willing to spend 2.79 minutes watching a video that supports a brand value
Source: Invodo e-tailing, March 2013
Macy’s Carlos Santana Collection Offer
Get 10% off any Carlos Santana designer shoes or accessories at Macy’s this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.macys.com
Carlos by Carlos Santana
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Goldmine 5: Relevant Engagement Along the Touch Points
Awareness
In Store
Purchase
eCommerce
Operations
• Mobile has meaning and opportunities at multiple touch points along the customer journey
• Creating unique experiences and customer satisfaction services along this journey pull the customer close
• This creates high degrees of awareness, loyalty, brand affinity, engagement and ultimately traffic/revenue
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Goldmine 5: The Name of the Game is Integration
The mobile channel’s power is in full, holistic integration with all consumer touch points and user experience flows.
Social
Direct Mail
In-storeWeb
2-Way
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Goldmine 6: Capturing/Using Data Unique to Mobile
• Technographics on your customer’s mobile device
• Mobile behaviors
• In-store behavior data unique to mobile
• “Home” location without asking, no consumer action required
• Dynamic location— the famous “geo fence”
Mobile can capture unique customer data simply because it’s a mobile interaction
Store Alert: Annual Clearance Sale today between 2 and 5 PM at Fashion Island Location! Reply STOP to cancel, reply HELP for help. Msg&Data RatesMayApply.
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Goldmine 7: Operational Messaging with Marketing
Operational messaging is not for enterprise only
eCommerce
Customer Service
Billing & Credit
• Order Status• Delivery Status• Abandoned Cart• Mobile Gift Card• BORIS• Recommended Product
• Mobile Receipt• Product Info• Recall Notice• Gift Card Balance• Opt in at POS• Text 4 App• Post Purchase Survey
• Statements• Notifications
Hi Michael, your purchase is ready at our Newport Beach store. Please go to Customer Service to pick it up. Order number 43537XA.
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Goldmine 8: Have I Said Personalize Yet?
Leverage CRM data to personalize SMS or even actual rich media itself by segments or even for each customer
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Knows customer by name Knows product purchase history Knows customer status/transactions
Product cross/up sell Personalized product info/awareness Personalized loyalty awareness
Personalized loyalty/reward offer Personalized by location driving store traffic
Goldmine 8 (cont.): MMS Personalized Audio/Video
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Goldmine 9: Mobile Marketing is a Conversation
• Mobile offers 2-way communication with the customer—it’s not purely broadcast
• Make it easy for them to tell you what they need and want
• Use this data for improved personalized interactions
• Leverage it across other marketing channels
• Engage customer in consumer generated brand experiences
• Mobile is a great channel for basic surveys
• Go viral. Foster peer-to-peer content/info/offer sharing and turn your customers into brand marketers
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Goldmine 10: Mobile and Social are the Same Conversation
• Facebook and Twitter use is becoming more and more a mobile behavior
• Social integrates with mobile well—post to social icons or functionality a must
• “Social” can be as simple as Share With a Friend functionality
• BTW social environments are prime real estate for mobile opt-in call to action (if relevant to the experience)
Because the social conversation is likely happening on a mobile device.
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Questions?Contact: [email protected]