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MMA Webinar: Mobile's Data Game, How to play by the Rules and Win

Waterfall
Waterfall

This document discusses how to develop an effective cross-channel mobile strategy. It recommends implementing such a strategy in three phases, beginning with getting customer data from multiple channels to enrich profiles. It also stresses managing the various players in the mobile messaging value chain and focusing on customers across technologies. The document provides examples and takes a look at emerging technologies like mobile wallets and how they will influence future mobile marketing.

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Mobiles Data Game: How to play by the rules and win Matt Silk, CMO @waterfall
息 2013 Waterfall, Inc. Web-based SaaS Platform & APIs Enterprise mobile messaging & subscriber management (CRM) software suite Channels Customer engagement through SMS, IVR, QR codes, Social, Passbook & Push Mobile Strategy Consulting Strategic insight & corporate mobile roadmap planning Compliance Administration Hassle-free connectivity, provisioning, certification & audit management Managed Services Assistance with campaign planning, implementation, monitoring & support
息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
Cross-Channel Benefits: Customers Cross-channel marketing & CRM: places customers at the center of the conversation, targeting messaging based on channel preference and permission Multichannel marketing & CRM: the use of different and disparate channels to simultaneously push the same message to the consumer Channels Brand }CUSTOMERS Channel Channel Channel Brand}CUSTOMERS 息 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Marketing Operations SupportSales Cross-channel Benefits: Companies Enrich Customer Profiles Drive Costs Down
息 2013 Waterfall, Inc. $48,627 $85,300 $139,003 $216,931 $311,566 $400,971 Millions of Dollars Growth of Mobile Marketing $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 Sales Impact Investment CAGR 52% 2010 2011 2012 2013 2014 2015 Source: MMA Mobile Marketing Economic Impact Study. May 9, 2013.
Chasing the Holy Grail SMS Passbook IVR Push Facebook Twitter
息 2013 Waterfall, Inc. Poll How many channels (e.g. Email, SMS, Passbook, Push, Twitter, Facebook, Instagram, YouTube) do you use to interact with your favorite brand? A) 0 B) 1-2 C) 3-4 D) 5+ Vote using your GoToWebinar control panel!
息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
息 2013 Waterfall, Inc. Channel Pros Cons Email Channel of record Clutter of the inbox IVR Branding and personality High user touch SMS Ubiquity and open rates No rich media Passbook Rich media and location Low penetration Push Immediacy and location No interactivity or history Facebook Scale Not 1-to-1 Twitter Scale Not 1-to-1 Mobile Messaging Comparison
息 2013 Waterfall, Inc. Forget the Channel Customer Interactions on All Channels Richer Profile Data for Targeting Drive
息 2013 Waterfall, Inc. Phase I:Getting to Cross-channel Matt Silk
息 2013 Waterfall, Inc. Phase II:Getting to Cross-channel
息 2013 Waterfall, Inc. Phase III:Getting to Cross-channel msilk@mmaglobal.com 4154871200
息 2013 Waterfall, Inc. CHANNELS - CASE STUDY Anheuser-Busch Sweepstakes and beyond Tactics Anheuser-Busch launches a new mobile campaign every few days Vary campaign type, from sweepstakes to subscriptions, MMS, dynamic coupons and interactive voice response Calls to action promoted across channels, including signage, digital signage, online, social media Results Campaign depicted to the right received 85K calls in two hours and 200K after five days Success of campaigns shared across brands in portfolio to proliferate best practices
息 2013 Waterfall, Inc. Instant Win Tactics Provide compelling incentive to opt-in customers Strong database-building initiative Immediately notify users if they have won a prize All facets - prizes, frequency, pacing, etc. - customizable Strategy Promoted in store; each store used own keyword Customers texted LB + store number to 44844 Spurred customers to shop with newly won items Instant notification of prize and redemption code Tracking and reporting provided by Waterfall revealed which stores gained the most traction Results Two-week campaign increased database size by 362% Acquired valuable location data (store ID#) to target future messaging CHANNELS - CASE STUDY Lane Bryant
息 2013 Waterfall, Inc. CHANNELS - CASE STUDY PETA Action Alerts Integrated SMS Email Tactics User information captured upon sign up via any mobile or online channel New data synched with CRM in real- time Email-capture campaigns launched via SMS Targeted outbound messaging and metadata synched to mobile CRM Action Alert emails extended to mobile via Reply Y process Results 1st Campaign: 19% conversion rate, with 43% acting within two minutes 24%, 13% and 25% conversion rates for subsequent campaigns
息 2013 Waterfall, Inc. Why Cross-channel Over The Long Term 1ST GEN Direct Mail 2ND GEN Telemarketing 3RD GEN Email 4TH GEN Social 5TH GEN SMS/Push 6TH GEN --- Customer focus = channel agnostic Evolution of Direct Marketing Channels
息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
息 2013 Waterfall, Inc. Mobile Messaging is a Complex Ecosystem ASP ESP CRM AGENCY Brands or Marketers Application Providers Aggregators Carriers Customers
息 2013 Waterfall, Inc. Value Chain Analysis and Management ASP ESP CRM AGENCY Brand or Marketer Application Providers Aggregators Carriers Customer Value Proposition Motivations What they dont tell you Management approach
息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
息 2013 Waterfall, Inc. The Mobile Wallet
息 2013 Waterfall, Inc. 1-to-1 Communication
息 2013 Waterfall, Inc. Why Cross-channel Over The Long Term Augmented Reality Card-linked Offers Mobile Payments NFC/RFID Location Mobile Unique Identification ? Customer focus = technology agnostic Next Generation Mobile Marketing
息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Key Takeaways Actionable next steps Webinar Agenda
息 2013 Waterfall, Inc. Poll How far along is your favorite brand in developing a cross-channel mobile strategy? A) Currently does it B) Coming in 12 months C) Coming in 12+ months D) Doesnt seem to be on the radar Vote using your GoToWebinar control panel!
息 2013 Waterfall, Inc. Overcome Analysis Paralysis Test and learn Implement Cross-channel Phase in three stages Message from a data perspective SMS, IVR, Push, Twitter, Facebook, Passbook Optimize the value chain Select the right partners Focus on customers Flexibility for adapting to and integrating changing technologies Key Takeaways actionable next steps

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MMA Webinar: Mobile's Data Game, How to play by the Rules and Win

  • 1. Mobiles Data Game: How to play by the rules and win Matt Silk, CMO @waterfall
  • 2. 息 2013 Waterfall, Inc. Web-based SaaS Platform & APIs Enterprise mobile messaging & subscriber management (CRM) software suite Channels Customer engagement through SMS, IVR, QR codes, Social, Passbook & Push Mobile Strategy Consulting Strategic insight & corporate mobile roadmap planning Compliance Administration Hassle-free connectivity, provisioning, certification & audit management Managed Services Assistance with campaign planning, implementation, monitoring & support
  • 3. 息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
  • 4. Cross-Channel Benefits: Customers Cross-channel marketing & CRM: places customers at the center of the conversation, targeting messaging based on channel preference and permission Multichannel marketing & CRM: the use of different and disparate channels to simultaneously push the same message to the consumer Channels Brand }CUSTOMERS Channel Channel Channel Brand}CUSTOMERS 息 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
  • 6. 息 2013 Waterfall, Inc. $48,627 $85,300 $139,003 $216,931 $311,566 $400,971 Millions of Dollars Growth of Mobile Marketing $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 Sales Impact Investment CAGR 52% 2010 2011 2012 2013 2014 2015 Source: MMA Mobile Marketing Economic Impact Study. May 9, 2013.
  • 7. Chasing the Holy Grail SMS Passbook IVR Push Facebook Twitter
  • 8. 息 2013 Waterfall, Inc. Poll How many channels (e.g. Email, SMS, Passbook, Push, Twitter, Facebook, Instagram, YouTube) do you use to interact with your favorite brand? A) 0 B) 1-2 C) 3-4 D) 5+ Vote using your GoToWebinar control panel!
  • 9. 息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
  • 10. 息 2013 Waterfall, Inc. Channel Pros Cons Email Channel of record Clutter of the inbox IVR Branding and personality High user touch SMS Ubiquity and open rates No rich media Passbook Rich media and location Low penetration Push Immediacy and location No interactivity or history Facebook Scale Not 1-to-1 Twitter Scale Not 1-to-1 Mobile Messaging Comparison
  • 11. 息 2013 Waterfall, Inc. Forget the Channel Customer Interactions on All Channels Richer Profile Data for Targeting Drive
  • 12. 息 2013 Waterfall, Inc. Phase I:Getting to Cross-channel Matt Silk
  • 13. 息 2013 Waterfall, Inc. Phase II:Getting to Cross-channel
  • 14. 息 2013 Waterfall, Inc. Phase III:Getting to Cross-channel msilk@mmaglobal.com 4154871200
  • 15. 息 2013 Waterfall, Inc. CHANNELS - CASE STUDY Anheuser-Busch Sweepstakes and beyond Tactics Anheuser-Busch launches a new mobile campaign every few days Vary campaign type, from sweepstakes to subscriptions, MMS, dynamic coupons and interactive voice response Calls to action promoted across channels, including signage, digital signage, online, social media Results Campaign depicted to the right received 85K calls in two hours and 200K after five days Success of campaigns shared across brands in portfolio to proliferate best practices
  • 16. 息 2013 Waterfall, Inc. Instant Win Tactics Provide compelling incentive to opt-in customers Strong database-building initiative Immediately notify users if they have won a prize All facets - prizes, frequency, pacing, etc. - customizable Strategy Promoted in store; each store used own keyword Customers texted LB + store number to 44844 Spurred customers to shop with newly won items Instant notification of prize and redemption code Tracking and reporting provided by Waterfall revealed which stores gained the most traction Results Two-week campaign increased database size by 362% Acquired valuable location data (store ID#) to target future messaging CHANNELS - CASE STUDY Lane Bryant
  • 17. 息 2013 Waterfall, Inc. CHANNELS - CASE STUDY PETA Action Alerts Integrated SMS Email Tactics User information captured upon sign up via any mobile or online channel New data synched with CRM in real- time Email-capture campaigns launched via SMS Targeted outbound messaging and metadata synched to mobile CRM Action Alert emails extended to mobile via Reply Y process Results 1st Campaign: 19% conversion rate, with 43% acting within two minutes 24%, 13% and 25% conversion rates for subsequent campaigns
  • 18. 息 2013 Waterfall, Inc. Why Cross-channel Over The Long Term 1ST GEN Direct Mail 2ND GEN Telemarketing 3RD GEN Email 4TH GEN Social 5TH GEN SMS/Push 6TH GEN --- Customer focus = channel agnostic Evolution of Direct Marketing Channels
  • 19. 息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
  • 20. 息 2013 Waterfall, Inc. Mobile Messaging is a Complex Ecosystem ASP ESP CRM AGENCY Brands or Marketers Application Providers Aggregators Carriers Customers
  • 21. 息 2013 Waterfall, Inc. Value Chain Analysis and Management ASP ESP CRM AGENCY Brand or Marketer Application Providers Aggregators Carriers Customer Value Proposition Motivations What they dont tell you Management approach
  • 22. 息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Mobile In The Future Where were headed Key Takeaways Actionable next steps Webinar Agenda
  • 23. 息 2013 Waterfall, Inc. The Mobile Wallet
  • 24. 息 2013 Waterfall, Inc. 1-to-1 Communication
  • 25. 息 2013 Waterfall, Inc. Why Cross-channel Over The Long Term Augmented Reality Card-linked Offers Mobile Payments NFC/RFID Location Mobile Unique Identification ? Customer focus = technology agnostic Next Generation Mobile Marketing
  • 26. 息 2013 Waterfall, Inc. How Mobile Drives Cross-channel Chasing the holy grail The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where were headed Key Takeaways Actionable next steps Key Takeaways Actionable next steps Webinar Agenda
  • 27. 息 2013 Waterfall, Inc. Poll How far along is your favorite brand in developing a cross-channel mobile strategy? A) Currently does it B) Coming in 12 months C) Coming in 12+ months D) Doesnt seem to be on the radar Vote using your GoToWebinar control panel!
  • 28. 息 2013 Waterfall, Inc. Overcome Analysis Paralysis Test and learn Implement Cross-channel Phase in three stages Message from a data perspective SMS, IVR, Push, Twitter, Facebook, Passbook Optimize the value chain Select the right partners Focus on customers Flexibility for adapting to and integrating changing technologies Key Takeaways actionable next steps