integrated cross channel mobile strategies: 3 tips for coming up with yours
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February 11, 2014!
Integrated Cross Channel Mobile!Strategies: 3 Tips for Coming Up With Yours!
M!A!M!Webinar Series!
Sponsored by:!
As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large!For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits !!INSIGHTS: !Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness!!
CONNECTIONS: !Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter!!
IMPACT: !Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile!
About the MMA !
Cross-Channel Marketing!!3 Steps to Designing an Integrated Marketing Campaign!!Case Studies!
Today’s Agenda!
Key Insights to be Shared!
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Meaningful objective and goal setting is a far more important place to start than tactic considerations.! !Your consumer will dictate on what channels they prefer to interact.! !How it all ties together to create a compelling cross-channel mobile strategy.!
Presenters!
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Moderator!
Sara Kowal!VP, Product Innovation!HelloWorld!
Aaron Clark!VP, Mobile Sales and Operations!HelloWorld!!
Leo Scullin!Head of Global Industry Initiatives!Mobile Marketing Association!
Managing Your Questions!
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Share the Insights!#MMAWeb!!@HW_inc!!@sekowal!!@aclark16!!
©2014, HelloWorld® – Confidential
Integrated Cross Channel Mobile Strategies February 2014 Sara Kowal, VP, Product Innovation Aaron Clark, VP, Mobile Sales and Operations
©2014, HelloWorld® – Confidential
AGENDA Cross-Channel Marketing
3 Steps to Designing an Integrated Marketing Campaign
Case Studies
Our Street Cred
50% of the
Fortune 500
800+ clients
4x more promotions
than the next company
Experts Strategy
Technology Legal
44 countries
Poll Question #1
How does your company handle digital marketing? 1. All one team but we divide up work by project.
2. Team is separated by channel – mobile team handles all things mobile, social team handles all things social, etc.
3. Separated by tactics: Promotions team, loyalty, media team. Those teams decide which channels to use.
Cross-Channel Marketing
There are so many different names…
Multi-channel VS. Cross-channel
Frequency of Consumer Visits to Retail Sites On Their Path to Purchase
Online Only Multi-Channel Total
Mobile PC
8.7
4.5 4.2
1.5
6.2
2.9
Percentage of Consumers Using Different Touch points on the Path to Purchase
0% 5%
10% 15% 20% 25% 30% 35% 40% 45% 50% Smartphone
Tablet PC
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17% of marketers report that mobile was “very integrated” into
overall marketing strategy 84% of consumers
expect a consistent experience across
all channels, including mobile
Another way to look at it…
FASHION TRIVIA Marketer View
POS
Loyalty Program
Mobile Sites
Website
Mobile Apps
Mobile Messaging
In-Store
Banner Ads
eCommerce Site
YOUR BRAND
Consumer View
A Successful Cross-Channel Experience
Recognizes consumers across channels
Delivers a consistent experience tailored to the strengths of the channel
Considers the natural interactions consumers have within the channel
Designing an Integrated Campaign
3 EASY STEPS Clearly define your objectives & goals
Identify the right channels
Develop a concept that pulls together the right tactics
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1
2
Poll Question #2
Does your organization have a clearly defined digital marketing strategy? 1. Yes – it’s integrated into our marketing strategy.
2. Yes – it’s defined in a separate document.
3. No – we are doing digital marketing, but no strategy.
Drive to Purchase Acquisition Engagement
& Advocacy
Define Objectives and Goals
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• Grow email optin list by 20%
• Increase mobile club registrations to 25,000
• Drive 30% more traffic to brand sites
• Increase top of mind awareness (unaided/aided recall)
• Collect consumer % profile data to develop 5 more targeted segments
• Increase sales 15% • Generate 10,000
product trials of a new offering
• Drive 25% of sales through web channel
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Determine the Right Channels
Whether you’re targeting new customers or looking to reconnect with existing ones, identifying channels that are relevant to those you want to reach is imperative.
Final Design of an Integrated Campaign
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• What is a compelling concept that ties the emotion and excitement of your brand to the consumer?
• Considering objectives and channels, which combination of tactics make the most sense to meet your objectives?
ü Objectives Set
ü Channel Identification
Now it’s time to think tactics
Example Marketing Program Plan
BUSINESS OBJECTIVES
KEY INITIATIVES (TACTICS)
KEY PERFORMANCE INDICATORS
Acquisition
• Facebook Promotion (‘Like’ is required)
• Consumer is opted into receive SMS and email notifications
• Email and SMS Opt-ins • Number of Facebook
Likes and Shares • Impressions
Engagement
• Survey after sweepstakes entry for consumer insight
• Consumer texts a code to play an in-restaurant game
• Completed surveys • Game plays
Purchase
• Consumer is sent a time-sensitive LBS coupon that motivates them to come into the restaurant
• Pays for meal in-app
• Coupons redeemed • Increased ticket size
Integrated Campaign Checklist
Do all the pieces of the program map to brand objectives and goals?
Are we ready to gather and use the data we are collecting to build meaningful consumer profiles to optimize marketing spend & consumer relationships?
Is the consumer experience seamless – and appropriate – across channels?
Are all required cross-functional team members on board with the purpose and execution of the program?
Are we leveraging all owned assets across channels to drive the success of the program (digital, in-store, print, packaging, etc.)?
Bonus Step: Always Keep Improving!
• Integrated programs come with lots and lots of data – be sure to use it! › Personalization › Segmentation › Offer testing
• How consumers interact with various devices and channels is constantly changing – make sure to re-evaluate your integrated strategy to keep it fresh. › Prioritize channels/experiences › Decide if you need to be on the leading edge, a close follower
or if you can wait until the majority of consumers are in a channel before investing
Case Studies
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FRED MEYER Holiday “Daily Deal” Brand Awareness
3M POST-IT & SCOTCH “Color Your World” Social Loyalty
TODAY ONLY! Text MYSTERY to 55X55 for your surprise offer!
BIG BOX RETAILER “SMS Mystery Offer” Brand Engagement
HASBRO “Hasbro Rewards” Rebate Management
©2014, HelloWorld® – Confidential
Sara Kowal sara.kowal@helloworld.com
Aaron Clark aaron.clark@helloworld.com
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• Customer expectations have risen. Cross-Channel marketing programs are now required.!
!• Always start with your objectives and goals, never with
tactics.!
• Channel considerations are critical, you must consider a consistent experience not only cross-channel but also tailored to the strength of the channel. !
• Have a plan! Every element of the plan, and every tactic within the plan should support the likelihood of meeting your objectives and goals.!
!
Closing: Key Takeaways!
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MMA Webinar Series! Upcoming MMA Events!The Top 3 Location-Based Advertising Insights Across Retail, QSR and Auto!March 18, 2014!!
MMA New York Forum!May 7-9, 2014!MMA Singapore Forum!May 2014!Cannes Lions Festival!June 15-21, 2014!NA Mobile CEO & CMO Summit!July 13-15, 2014!!
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#Smartbrief click here!
#Mobile Smart Fundamentals click here!
#LinkedIn Group click here!
#Twitter click here!#MMA Online: Committees at Work click here!
#MMA Online: Webinar Archive click here!
#MMA Online: White Papers click here!
Additional Resources!
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MMA Members Include!
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MMA Members Include!
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