Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
2000 – 2012: Campaign-centric One to Many- A lot of new marketing tactics
based on consumer demand/adoption
2013: Consumer-centric One to one CRM driven approach to
mobile marketing
Presenter
Presentation Notes
Really since the inception of “mobile” marketing, the vast majority of marketers have been very focused on getting their message out to as many potential buyers as possible. Many times I got the same experience as bruce, and he got the same experience as I did. SMS was more of a batch and blast channel where we were hoping customers were listening. They were listening, but maybe not as much as they would have if we had listened to them more and taken into consideration what they wanted from a mobile program. That brings me to the though of a customer centric approach. Really at the tail end of 2012 and absolutely in 2013 we are seeing marketers evolve their mobile approach into more of a data driven model that enhances the previous blanket message blasts and more of the campaign centric approaches from past years. We have seen it evolve in the other channels over time as well, and in this regard mobile is no different. Marketers know that the more informed they are about customers, their profiles, their personas, their behaviors the more meaningful conversations they can have with them.
Of marketers currently use or are planning to incorporate mobile marketing into their marketing mix
Marketers and mobile
Barnraisersllc.com 2013 ANA/MediaVest Study
% 96
Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Are concerned about having proper mobile metrics in place 42
Marketers and mobile
Barnraisersllc.com 2013 ANA/MediaVest Study
% % %
Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Report an ability to prove ROI today
% 42 Marketers and mobile
Barnraisersllc.com 2013 ANA/MediaVest Study
Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Teens 13-17 Age 18-25 Age 25-34 Age 35-44
Every waking hour
Every waking hour
Every waking hour
Every waking hour
Text messages per month
Text messages per month
Text messages per month
Text messages per month
Time spent looking in the SMS/MMS Inbox?
3,417 1,914
7 2 1.5
928 709
4
Presenter
Presentation Notes
Focus on differences in age group and behavior related to age instead of simply “large volume of SMS” and messaging done every waking hour. Try to apply this to a real world example. i.e. 18-24 year olds look at their SMS inbox 4 times an hour every day, making it very likely that an action to would be taken almost immediately. 35-44 year olds on the other hand may take longer to view an SMS or MMS message…. Be sure to take these characteristics into account when creating your mobile segments.
% of time spent in SMS vs. Email
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
EmailMessaging
20%
Presenter
Presentation Notes
Bruce
SMS - The Workhorse 18-24 Year Olds 113% more likely to find messages for sales and promotions very useful 60% have previously purchased apparel and accessories on their cell phones
24-35 Year Olds 69% more likely to find messages with coupons or special offers very useful
35-54 Year Olds 25% more likely to send/receive text several times per day
Mike - Animated Add 35-44 – Bruce to add 35-44 stats
1% 1% 7% 6% 14%
19%
58%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Facebook Ad(DMA)
OnlineDisplay(DMA)
Email (DMA) SMS Study 1(Signal)
SMS Study 2(DMA)
SMS Study 3(Textboard)
SMS ArcherTier One
Brand
Mobile Gets results
Click through rates
Presenter
Presentation Notes
Mike – Animated - Mike
4 ingredients that make up the mix
Presenter
Presentation Notes
Bruce
Understand your customer
Understand your customer
Customer experience & engagement
Consumer preferences, behaviors &
habits
Cross-channel / omni-channel
Value / relevance
Customer experience and engagement
Presenter
Presentation Notes
Bruce
Elements that define a mobile
strategy
Presenter
Presentation Notes
Bruce
Customer-centric mobile marketing
Mobile strategy
Consumer-centric mobile marketing
4 pillars of mobile
Mobile tactics Integration Connected
CRM
Steps to creating a
mobile strategy
Presenter
Presentation Notes
Bruce
Mobile marketing strategy
Perform mobile audit
1
Develop mobile
personas
2
Develop program strategy
3
Develop contact
messaging stream
4
Develop CRM
strategy
5
5 steps to creating a mobile marketing strategy
Presenter
Presentation Notes
Animate these in order
Step 1 – Mobile Audit
Establish brand’s mobile IQ
Review goals/objectives and KPI’s
Review marketing strategy & calendars
Presenter
Presentation Notes
Bruce Review current messaging cadence Plus Review media mix & usage Review channel performance ,cadence and consumer data
Review reporting/tracking capabilities
Review web analytics & device profiling
Review consumer profiles & demographics
Step 1 – Mobile Audit
Presenter
Presentation Notes
Bruce Review current messaging cadence Plus Review media mix & usage Review channel performance ,cadence and consumer data
Mobile Score Card Marketing Strategy
Connected CRM
Mobile Tactics
Media Integration
Stra
tegy
E
xecu
tion
35 35
35 35
Presenter
Presentation Notes
Bruce 50+ Brands audited, indexed and monitored The index is a framework & methodology to assess mobile programs resulting in marketing insights Strategy & Execution: We measure program and product roadmap execution based on two primary axis – Strategy & Execution. Scoring Methodology: We manually review each brand based on the Merkle 4 Pillars. Each Pillar is numerically rated through several attributes. Up to 140 points are awarded, 70 for strategy and 70 for execution. We measure program and product roadmap execution based on two primary axis – Strategy & Execution. We manually review each brand based on the 4 Pillars. Each Pillar is numerically rated through several attributes. Up to 140 points are awarded, 70 for strategy and 70 for execution.
Step 2 - Mobile Personas
Presenter
Presentation Notes
Bruce Informs the strategy, helps planning and results in sustainable marketing results. Critical for budget and planning Develop tactical Heat map & align to mobile tactics Learn how your consumers interact with mobile, social and other channels Think about “skating toward the puck” – we’ll see penetration of smart phones and tactics increase rapidly this year.
The framework for customer centric strategy
Identifies how the target audience uses their mobile device(s)
Step 2 - Mobile Personas
Enables the brand to view the consumer through a mobile lens
Presenter
Presentation Notes
Bruce Informs the strategy, helps planning and results in sustainable marketing results. Critical for budget and planning Develop tactical Heat map & align to mobile tactics Learn how your consumers interact with mobile, social and other channels Think about “skating toward the puck” – we’ll see penetration of smart phones and tactics increase rapidly this year.
Straight Talkers
Green Thumbs
Touch Screeners
Text Messages Voice Mobile
Web Social Mobile Email
Mobile Search Apps Games Display
Advtg. Scannable
Codes MMS
Mass marketing tactics Niche marketing tactics
Legend High Medium Low
Align tactics to target audience based on data from mobile personas
Mobile Tactics Heat Map
Step 3 – Program Strategy
Identify Goals Objectives KPI’s
Step 3 – Program Strategy
Acquisition
Conversion
Engagement
Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Step 3 – Program Strategy
Step 3 – Program Strategy
Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Customer-centric mobile marketing
Mobile strategy
Mobile tactics Integration Connected
CRM
4 pillars of mobile
Step 3 – Program Strategy
Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Step 3 – Program Strategy
Goals
KPI’s
Step 3 – Program Strategy
Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Roadmaps
Step 3 – Program Strategy
Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Web
Acquistion Slide Step 3 – Program Strategy
Email
Mobile Web
Email+Mobile Collection & mapping at
opt-In
Presenter
Presentation Notes
Once that data is fed back to your CRM system, now you know if one single user is subscribed to your email program or your mobile program or both. When we talk about CRM strategy and breaking down the silos of data that exist between many digital channels, mapping these data points is a very important step no. 1
Step 4 - Develop Messaging Strategy
MMS PUSH
SMS
Presenter
Presentation Notes
The messaging strategy should provide a different type of value to the consumers within the mobile database. The goal is to make them feel special and included as part of the your brands family. (only Mobile Members receive these offers). Once they feel this, they will start to take advantage of time sensitive, value added messages, and send to friends/family. (29% of SMS are sent virally) . Message only on what you promised & how you promised it How does SMS notifications work together Messages must provide value and be relevant to reduce opt-out Develop initial push cadence to drive action Review consumer mobile data Establish high, med & low value consumers Message based off behaviors & habit
MMS
97% Open Rates Read w/in 15 Minutes
95% Open Rates Read w/in 10 Minutes
60-70% Response Rates
Cross-Channel Engagement
SMS PUSH
Presenter
Presentation Notes
Mike
Use SMS with the frequency of email.
Mobile Messaging: What We’ve Observed
Message only on what we promise. We Should…
We Shouldn’t…
Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Use Push Notifications as you use SMS.
Take a Cross channel integrated approach.
Mobile Messaging: What We’ve Observed
We Should…
We Shouldn’t…
Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Complicate our messaging.
Mobile Messaging: What We’ve Observed
Message only on what we promise. We Should…
We Shouldn’t…
Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Acquistion Slide Step 4 – Messaging Strategy ROI
MMS tracks opens
MMS captures device info/capability
Landing pages collect location
Dynamic URLs/codes attribute transactions
Presenter
Presentation Notes
Once that data is fed back to your CRM system, now you know if one single user is subscribed to your email program or your mobile program or both. When we talk about CRM strategy and breaking down the silos of data that exist between many digital channels, mapping this data points is a very important step no. 1
Step 5 - Develop CRM Strategy
Central DataBase:
RULES Client DATA
Email DATA
Mobile DATA
Presenter
Presentation Notes
Mobile is much less of a communication strategy than it is a data strategy. Those brands who are leading in mobile right now, who are receiving (and proving!) ROI are those that have strategically approached CRM integration in a way that creates a meaningful experience for the customer, but also in a way that provides critical information about their customers behaviors and allows them to continuously tweak that strategy to better their campaigns. Anyone could easily argue that step 5 is the most important step to long term success in the mobile space. This is the step that will really help ensure that you are not only providing a great customer experience, but that you are tracking the effects and responses from it as well. Mobile CRM creates razor sharp contact streams which: Define critical mass Determine what & when to message Align to goals & objectives Ensure tactics produce proper data & align to the target audience Identify high, medium & low value consumers
Measurement The success of a mobile program is closely tied to these KPI’s
Opt-ins – Set monthly goals &
measure weekly
Growth rates – 8-12% average month over month growth rate
Average opt-out rate should be less than 3% across all programs
Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Engagement Coupon codes & URL clicks Site traffic, uniques, form data
capture Call to action conversion
Example: When scannable codes are implemented correctly, we see a 40% conversion (sign-up)
Measurement The success of a mobile program is closely tied to these KPI’s
Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Establish the value of an opt-in Example: In retail with average sale of $70 per transaction, the first year mobile opt-in value is $110 – 135
Measurement The success of a mobile program is closely tied to these KPI’s
Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Response Rates Based on Segmented Groups
Once alert group reaches approximately150k opt-ins,start segmentation to identify High value customers and begin targeting
Measurement The success of a mobile program is closely tied to these KPI’s
Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Mobile CRM Recap
Develop Strategy Understand Audience
Continual Improvement is a
necessity
Mobile Strategy
Mobile Analytics
Create Measurement and Analyze
Processes the support a crawl,
walk, run approach
Presenter
Presentation Notes
Bruce
360 Approach
52
Successful brands approach mobile marketing from 360o
From platform to process to people, we help brands execute highly successful mobile programs
Mobile Marketing
Audit & Roadmap Text Messaging Push Notifications
Define Needs Educate Early Wins
Phased Plan
Standards
Platforms
SLA
List Growth
Domestic
Marketing Database
Tactics Mapping
KPI’s & Measurement
International
Compliance
Best Practices
PII
Email / Social
Consumer Privacy
Presenter
Presentation Notes
These are the important things to think about when selecting a mobile partner….
Example CWR Approach
C W R
Crawl
WINS: • Develop mobile strategy for acquisition and messaging tactics • Define goals and objectives (growth, conversion, & redemption
rates) • Define actionable KPIs and measurement tools required
Example CWR Approach
C W R
Walk
WINS: • 30, 60, 90 day analysis of metrics • Refinement of media integration and mobile
strategy • Review and refine user flows – AB Testing • Automated reporting integrated directly into CRM • Strive to reach at least 150K Opt-ins
Example CWR Approach
C W R
Run
WINS: • Full CRM integration and segmentation • Target the right consumer, at the right time with the
right content – on the right device • Advanced tactics, LBS, Passbook, MMS • Improve conversions and refine targeting strategy
Mobile Mixology Thank You!
K&G Case Study
K&G Fashion Superstore needed a mobile marketing program to provide the following:
• Find a way reach and engage audience(s). • Boosts local marketing efforts. • Give legs to traditional media by integrating the mobile call to action
starting with in store signage, radio, and print. • Drives revenue and coupon redemption at the store level and online.
Situation
• Developed mobile marketing strategy using a 4-pillar approach: strategy, tactics, media integration and connected CRM
• Created a tactical plan, including creative, media integration and planned alerts, that was optimized with the appropriate mobile call-to-action. K&G’s marketing team was able to use this plan as a playbook to rapidly create and integrate mobile tactics in a sequential order, starting with in-store, online, and finally direct mail
• Regular measuring and reporting of the mobile program for internal assessment requirements and to determine how to further refine the strategy through execution results, thus increasing efficiency
Actions
• Within the first 6 months, 90% of the goal had already been achieved • The data agnostic, analytical approach to optimization enabled a
significant amount of interaction and mobile data gathering with the customer that will be used to shape the next growth phase of the strategy
• The introduction of new mobile marketing tactics will further increase the consumer-to-brand engagement with existing customers, while attracting new members to the program
Benefits
• K&G was founded in 1989 & acquired by Men’s Wearhouse in 1999.
• Today K&G operates 101 stores in 28 states.
• Stores average 19,000 square feet.
• K&G Fashion Superstore offers an assortment of fashions for men, women & kids.
• Styles range from tailored career clothing to casual weekend wear to urban street wear.
Current Instant Win Program
Text SAVE to 79999 In Store “How to Flyer”
59
59
Situation: Leverage mobile as a key channel to identify the audience, drive traffic & revenues at the store
Opportunity: • Identify customers that are not in the rewards program
• Build a robust mobile database that can be aligned to current CRM Database.
• Increase basket size & frequency
• Drive traffic to the stores, redeem coupons at the register
Solution: • Mobile audit and strategy • Mobile contact strategy • WEB Sign up for mobile alerts • In store alert enrollment • CRM and database Integration
Overview and Integration
Mobile Program Results from 2011 Start Date: February 2011
Stores: 101 Mobile List Growth
Weekly: 4,000+
Total Members: 350,000+ Mobile Coupon
Redemption Rate: 94%
Mobile Opt-in, Annual Value: $108.19
YTD Gross Revenue: $55,536,000
60
Mobile is now a key pillar in the digital marketing strategy •Mobile is the only way to reach over 350,000 K&G Rewards customers
•40% of Rewards customers joined the mobile program
•Mobile Rewards customers are worth at least $30.00 more per year in incremental revenue
•Overall, 66% are existing customers, 33% are net new customers
60
Overview and Results
Presenter
Presentation Notes
Add phone and bold out the situation.
Text Message Opt in Experience and Trackable Redemption Code
Offers and Response Rates $5.00 off 94%
20% off purchase 45% 30% off regular price 20% $20 off purchases of $100 1% 15% off purchases of $150 or more 0.01%