customer advocacy in a mobile world
Post on 15-Apr-2017
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HiddenAgendaü Mobile is everything… the most personal multi-purpose device
ü Customer intimacy via branded mobile services - a game changer.
ü Mobile CX & Customer Advocacy.
ü Mobile is the most formidable media platform in Africa. ü Customer insight, 1:1 marketing, wallet share & Life Time
Value.
Mobile truly is the first screen.
times / day check phone per hour
The smartphone is the most personal device
What’s the worst that can happen? Losing the mobile phone.
Millennials admit their smartphone is always with them.
The first screen experience sets the stage. Because mobile customers are never offline.
6
The Mobile Multiplier
2-3x more smart phones than PCs by 2020
Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use
Vastly different customer
experience
Key Insights To Be Shared
4
Communications is more meaningful when in context, resulting in better producing
mobile programs
Humans plus machines form the winning combination in
today’s marketing world
Mobile marketing automation enables brands to address customers and prospects holistically and to drive
business results
9
A good hockey player plays where the puck is.
A great hockey player plays where the puck is going to be.
- Wayne Gretzky
BROADERMARKETCONTEXTINCREASINGFRAGMENTATIONANDCOMPLEXITY
§ Key Market Trends
§ Voice & data becoming a commodity: margins î § Growing demand for network capacity: cost ì § Varied customer requirements: complexity ì
§ Telco Operators’ ICT Challenge:§ Traditional products not enough: low perceived value § Product development too slow and costly § Many new segments too small to justify products § Revenue migrates to Over-the-Top players
§ Opportunity for Focused MVNOs:§ Recognized brand, retail presence and loyal base § Understanding of customer requirements § Low incremental operating costs § Services with high perceived value, generating OTT
revenues and core business benefits Players who can deliver relevant and innovative services, generate Over-The-Top (OTT) revenues, and enhance their core business will benefit in the ICT Solution Dominant Era.
ICT SOLUTION DOMINANT
ERA
VOICE & DATA DOMINANT
ERA
Traffic $
Time
TELCO REVENUES
OVER THE TOP REVENUES
NETWORK COSTS
PERSONALISED EXPERIENCE !
TODAY’SCONSUMEREXPECTSRELEVANCEandempowerment-IMMEDIATELY&PERSONALIZED
MECHANISM FOR CUSTOMER ENTANGLEMENT !
TRANSACTIONAL RELATIONSHIP!(NO GRUDGE)!
EMPOWERED SELF SERVICE!
DETAILED BEHAVIORAL
DATA!
ABILITY TO INTERACT WITH
BRAND!
Today’s consumer expects relevance and a ubiquitous customer experience from brands across multiple channels – mobile services are a natural and intuitive progression of this phenomenon
The need for branded mobile services Our interaction with just over 40 large consumer-facing brands has revealed that compelling strategic imperatives are driving their pursuit of greater ownership of the telecoms value chain
Branded telecoms services as the next natural step in consumer engagement
§ Branded Mobile services afford large consumer facing brands the ability to in effect extend their existing brand to include a mobile service offering by Ø Issuing its own branded SIM card, Ø Designing its own tariff plans & value
propositions e.g. R89c per minute for calls;
Ø Sell and promote Mobile Deals to its existing subscriber base as part of its normal day-to-day operations
The Importance of Context The sum total of what your customer has told you and is experiencing at his moment of engagement
Forrester
Context includes:
The current location, altitude, and speed the customer is
experiencing
The history or personal decisions the customer
has shared with you
The feelings or emotions implied by the customer’s actions
or logistics
Situation Preferences Attitudes
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The Addition Of Context § Knowing that the weather affects how we buy (and what the weather is at the time!) ..
https://www.youtube.com/watch?v=ECZa9UPkA-s
Explosive Growth of Mobile Comparison with other Mass Media Channels
0
5 000
10 000
15 000
20 000
25 000
30 000
35 000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MIL
LIO
NS
Radio TV Home telephone Cellphone Internet Any Newspaper Magazine
SPONSORED BY Source: AMPS 2015
Paradigm shift in Mobile Marketing Marketing The Mobile Paradigm
Audiences Individuals
Interruption Assistance
Batched In-the-moment
Campaigns Experiences
Irritation Effectiveness
What’s App as a service channel
Turn email into live chat via What’s App or Self service offer the customer freedom of direct interaction.
Variety of handsets… …operating systems … …and stakeholders
Getting the right message to the right person. Ensuring a real Return On Investment
• ROI is measurable flexibility to change campaigns in real time based on clearly defined metrics.
AComplexEnvironment
Wi-fi
2G/ 3G/ LTE
Access
Brands
Agencies
Ad Networks
Demand
Campaign Management
Inventory Management
Targeting
Analytics & Reporting
Mediation / Yield Optimization
[a•mo•bee] PULSE
RTB
3D
Rich Media
Banner
Video
Text
Ads
Mobile Web
Applications
App Stores
MMS
SMS
Channels
Smart Phones
Feature Phones
Tablets
Desktop
Smart Devices
Devices Supply
WiFi Service
Rands
Impressions
Ad Experiences
Our Focus :Connect Supply to Demand Sources
Supply
Marketing in Real Time – Self Service
ü Brands, agencies and publishers want to increase results by leveraging data to create and to execute the right strategy.
ü One of the keys to success is real-time, scalable user intelligence. This intelligence
enables the optimal engagement model, reaching the right users at the right times, at the right locations, on the right devices, on the right channels, in the right context.
ü Media planners /strategists can design a campaign in 2 minutes and tweak based on clear KPIs
How Mobile Marketing Automation Works
3 2 1
Determine Track Build
Track every event your users
take
Determine the funnels you want users to
experience and guide them down that path through personalized
messaging
Build campaigns that are triggered by user
actions and delivered in real time
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Leverage Your Data
24
Enrich CRM data with up-to-date mobile data
Get a 360-degree view of your customers and optimize the omni-channel customer experience
Create highly relevant end-to-end experience of your mobile customers
Leverage Your Data
25
Adding value to users by serving them in their mobile moments
Making your marketing spend work harder and be more measurable
Building brand loyalty through contextual engagement
UseAllFiveLevelsofENGAGEMENTSTRATEGY
Broadcast
We are experiencing an issue with balance transfers. Please try
again later. We apologize for
inconvenience.
Broad Reach
2 - 5%
Segmentation
We updated our app to add some great new features. Click
here to update.
Targeted Reach
5 - 12%
Relevance
Thinking about investing for your
future? Visit our retirement resource
page here.
Custom Reach
12 - 18%
Contextual
Stop by Sandton branch for coffee and to find out about low home
loan rates.
Geo Fencing and Situation
19 - 24%
Personalized 1:1
As a Platinum status account holder, you qualify
for 5 commission free trades. Click here
to learn more.
CRM & Self- Triggered
>25%
Level
Value
Conversion rate
Sample message
OmniChannelApproach+Toolkit
Banner Ads
QR Codes Content
App Usability
Rich Media
SMS | MMS
Coupons
Search Augmented Reality
Location based
Native Ads
3D
CaseStudyAugmentedReality
ü AR has taken off globally, market is set to increase from 60 million unique customers in 2013 to nearly 200 million in 2018.
ü Gamification
ü Nag Factor – buy more packs to win
ü CPD campaign to drive downloads with limited budget , over 3 months , average of R18 per download + 10,000 downloads ( iOS & Android only ) in a few weeks.
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Geofence
Sephora special -10% off every purchase over R100
Walk-in rewards
Drive in store
Push-based LBA
SMS MMS marketing
Street marketing
Indoor
Proximity-based marketing
Geo-targeting
MobileCX=Geofencing
ImpactofTargeTng&Profiling=RevenueUpli\
100% increase
300% increase
Blind Location aware
Visitor Intelligence
TheWi-FiRevoluTon
Wi-Fi is impacting mobile user behaviour
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Wi-Fi is
everywhere
Wi-Fi first is
becoming a reality
Super Premium Ads for Premium Supply
§ PULSE 3D § Best Ads in the market § 3x Engagement vs. Rich Media § > 90 seconds spent in Ad § Customer driven experience § Incorporate mobile video § Use native capabilities of the device
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