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Mobile’s Data Game: How to play by the rules and winMatt Silk, CMO@waterfall
© 2013 Waterfall, Inc.
Web-based SaaS Platform & APIsEnterprise mobile messaging & subscriber management (CRM) software suite
ChannelsCustomer engagement through SMS, IVR, QR codes, Social, Passbook & Push
Mobile Strategy ConsultingStrategic insight & corporate mobile roadmap planning
Compliance AdministrationHassle-free connectivity, provisioning, certification & audit management
Managed ServicesAssistance with campaign planning, implementation, monitoring & support
© 2013 Waterfall, Inc.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable 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
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Marketing
Operations
SupportSales
Cross-channel Benefits: Companies
Enrich Customer Profiles
Drive Costs Down
© 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
© 2013 Waterfall, Inc.
PollHow many channels (e.g. Email, SMS, Passbook, Push, Twitter, Facebook, Instagram, YouTube) do you use to interact with your favorite brand?�
A) 0B) 1-2C) 3-4D) 5+
Vote using your GoToWebinar control panel!
© 2013 Waterfall, Inc.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
© 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
© 2013 Waterfall, Inc.
Forget the Channel
Customer Interactions on All Channels
Richer Profile Data for Targeting
Drive
© 2013 Waterfall, Inc.
Phase I:�Getting to Cross-channel
Matt Silk
© 2013 Waterfall, Inc.
Phase II:�Getting to Cross-channel
© 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
© 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
© 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
© 2013 Waterfall, Inc.
Why Cross-channel Over The Long Term
1ST GEN
Direct Mail2ND GEN
Telemarketing3RD GEN
Email4TH GEN
Social5TH GEN
SMS/Push6TH GEN
---
Customer focus = channel agnostic
Evolution of Direct Marketing Channels
© 2013 Waterfall, Inc.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
© 2013 Waterfall, Inc.
Mobile Messaging is a Complex Ecosystem
ASP
ESP
CRM
AGENCY
Brands or Marketers ApplicationProviders
Aggregators Carriers Customers
© 2013 Waterfall, Inc.
Value Chain Analysis and Management
ASP
ESP
CRM
AGENCY
Brand or Marketer ApplicationProviders
Aggregators Carriers Customer
✓ Value Proposition
✓ Motivations
✓ What they don’t tell you
✓ Management approach
© 2013 Waterfall, Inc.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
© 2013 Waterfall, Inc.
The Mobile Wallet
© 2013 Waterfall, Inc.
1-to-1 Communication
© 2013 Waterfall, Inc.
Why Cross-channel Over The Long Term
Augmented Reality
Card-linked Offers
Mobile Payments
NFC/RFID – Location
Mobile UniqueIdentification ?
Customer focus = technology agnostic
Next Generation Mobile Marketing
© 2013 Waterfall, Inc.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players effectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next stepsKey TakeawaysActionable next steps
Webinar Agenda
© 2013 Waterfall, Inc.
PollHow far along is your favorite brand in developing a cross-channel mobile strategy?
A) Currently does itB) Coming in <12 monthsC) Coming in 12+ monthsD) Doesn’t seem to be on the radar
Vote using your GoToWebinar control panel!
© 2013 Waterfall, Inc.
Overcome Analysis ParalysisTest and learn
Implement Cross-channelPhase in three stages
Message from a data perspectiveSMS, IVR, Push, Twitter, Facebook, Passbook
Optimize the value chain Select the right partners
Focus on customersFlexibility for adapting to and integrating changing technologies
Key Takeaways
actionable next steps