Making Mobile Marketing Work Sienne Veit Engagement.
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Making Mobile Marketing Work Sienne Veit Engagement
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Transcript of Making Mobile Marketing Work Sienne Veit Engagement.
Making Mobile Marketing WorkSienne Veit
Engagement
Overview
In the beginning
Where to start?
What about the customer?
Back to school
Dine in / SMS campaign insights
Freshly Squeezed barcode campaign
In the beginning
Associate M&S with mobile as a channel
Build trust & be compliant
Be useful
Unify (technology, people, campaigns …)
Start with the end in mind
Learning is a key objective
Find an evangelist (or make one)
Where to start?
As the air around our citizens thickens with unwanted
messages and interruptions, the goal should not be to add to the unwantedness,
but to create deliberate and appreciated value.
Helge Tennø – Post digital marketingwww.slideshare.net/helgetenno/post-digital-marketing-2009
M&S customers and mobile?
Video from Marks and Spencer research 2009 by Lbi
Back to school – July 2008
Back to school – July 2008
Reach hard to reach busy mum via her key ‘tool’
Build a database for short notice schoolwear outbound SMS campaign (offer, sale etc) for later in season
Create indicative measure of ROI based on closed loop data
Novelty to cut through ‘noise’, gain edge over competitors, PR value
Trial click to call WAP
Autoresponse SMS
To see the M&S Back to School range
and get discount click below or reply with your email
address http://wapmeit.co.uk//r/T116
7244AF3 to stop reply BTS
STOP
Call to action –
Bella, Best, Hello, OK, nat press
To see our great range and current offers text School to
65006
Reply SMS
Dear Sienne, thanks for
texting for an offer – to get £5 off if you
spend £25 or more, use the voucher code below online (E222 555
222)
Website
Sale!
WAP site
Browse product – enter
details for email voucher
Phone Call Centre
Click to call (0845 603 1
603) launches call to Vertex
who place order on PCA.
Sale!
Customer journey
Good detail – but too much?
Get the call to action right
VISION VERSION REALITY
Results
Lower than expected response rate for the predicted reach
But, good ‘click through’ to wap site – 94%.
Best response from The Sun, worst from Daily Express, better response rate early in the campaign.
Lower use of SMS request for e-mail than expected (21%) – possibly due to the high click through rate to the wap site – most people who got the wap link were able to view it and thus did not need the sms request.
Difficult to track sales back to offer code given on wap site and e-mail
Good penetration into content of wap site – ave 2.2 page impressions per unique user.
Good response to follow up SMS campaigns
Positive PR
Fantastic response to the quality of WAP imagery/display
SMS campaign insights
Dine in for two
From M&S: Dine in for £10 returns! Details in store or click http://mands.mobi/r/T10257202600 for the menu. To stop text DEAL STOP to 65006
Top 10 handsets for Dine In
Apple iPhone
Sony Ericsson K800i
HTC Corporation v1415
SAMSUNG SGH-U600
Nokia N95
Nokia N81
Nokia 5800 XpressMusic
Sony Ericsson C902
Sony Ericsson W890i
Nokia N70
Campaign examples
Inbox
From: 6500606/08/09 11:30
Reply More
Earn 500 points worth £5 when you spend at marksandspencer.com. Enter code F0525992. Ends 11 Aug. Ts&Cs online at mands.mobi/pts. To stop text END STOP to 65006
Inbox
From: 6500622/07/09 18:00
Reply More
From M&S: Save up to 50% in our great Summer Sale! Starts tomorrow! Details instore or online. Whilst stocks last. Selected items only. To stop reply OFFER STOP
Inbox
From: 6500624/09/09 11:44
Reply More
From M&S: Enjoy free standard delivery when you shop online! Enter code FREEDL40. ENDS 28 Sep. Ts&Cs at http://mands.mobi/offer. To stop reply OFFER STOP
SMS broadcast campaigns
Integrates with direct mail, email, online, print advertising
Reactive – campaigns can be switched on almost instantaneously
More channel coverage – quicker than direct mail, relevant in-store unlike email
Personalised – have the ability for customers to self select themselves to receive specific offers
Proven ROI (2% - 9.5%) – good response rate, low opt out rate (0.2% - 0.6%)
Effective at changing behaviour, targeted and trackable
Freshly squeezed barcode
Objectives:– Be innovative
– Be successful
– Minimise risk
Image from http://2d-code.co.uk/marks-and-spencer-2d-code/
Image from Incentivated
Customer journey
Images: Incentivated and BigGig, 2009
Text only journey
Images: Incentivated and BigGig, 2009
A work in progress …
Constructive blogger feedback led to a reworking of the site content/navigation
Over 6000 unique users visited the site (+/- 3000/month)
2+ sessions per user (repeat visits)
1.9 pages per session (most popular are Home then Fantastic Offers)
Over 4500 SMS requests (fewer than the unique users – so are people entering the url directly, forwarding the message to friends or do that many people have the reader installed, or all of these?)
Top 10 handsets for Freshly Squeezed Sony Ericsson W580i
Apple iPhone
Nokia E71
Nokia N95
SAMSUNG GT-M8800
SAMSUNG SGH-F480V
Nokia 5800 XpressMusic
SAMSUNG SGH-U600LG
Electronics LG-KP500
SAMSUNG SGH-F480
