dma td 100627[2]

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency

BUILDING MOBILE INTO YOUR CRM

Tim Dunn


1. Personal


2. Immediate


3. Actionable


..and now...


4. Social


5. Transactional


The current mobile landscape

• Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years

• This uptake will be driven by the need to access digital content such as social networks and video on the move


Understanding how your users consume mobile


Case Study: Ribena

o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM


Case Study: Colour Catcher

o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data


o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image

Case Study: O2


Case Study: Walkers

o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them


Case Study: Shelter

o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly


Case Study: Rimmel

o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web


CAMPAIGN DEVELOPMENTTim Dunn


Campaign Planning

o What are the campaign objectives?o Who are the target audience?o How does mobile fit into broader activityo Is there already a creative idea?


•What kind of mobile experience can we offer?•Is there a creative idea that is relevant to our objectives?Ideation•What devices do our audience have?•Where can they be found within the mobile landscape?Audience•Decide between SMS, Mobile web, Apps etc•Promotion decisions: on-pack, ATL, mobile advertising etcChannel•Agency partners, specialists etc•What’s the follow-up strategy for consumers?Execution•What does success look like for this campaignMeasurement


Working with mobile agencies

o You will almost inevitably have to work with at least one mobile specialist to deliver any campaigno Main players with their specialisms are listed below:

• Strategy• SMS• Mobile web• Apps• Sales

promotions• Ad response• CRM• Design + UX• Media

Planning

• SMS• Mobile web• Sales

promotions• Ad response• CRM• Creative• Media

Planning

• Strategy• Mobile web• Media

Planning

• SMS• Sales

promotions• CRM

• Strategy• Mobile web• Design + UX• Media

Planning

• SMS• Mobile web• Sales

promotions• Media Sales

• Media Planning

• Strategy• SMS• Mobile Web• Apps• Sales

Promotions• Ad response• CRM• Analytics• Design + UX• Media Planning


The platforms

• SMS platform• Set up

keywords on shortcodes

• Set up campaigns of different types

• Send bulk messages out

• Run mobile CRM

• Suppliers:• MIG, 2ergo,

MX Telecom, WIN, Oxygen8, Velti

• Mobile CMS• Create mobile

site map• Load up

images and text on to pages

• Integrate feeds

• Review and publish

• Suppliers:• MIG, MOMAC,

Wapple, Velti

• App Studio• Create your own

app• Wireframe• Load in content

and feeds• Import bespoke

features• Publish to

multiple platforms

• Suppliers:• MIG, Grapple


Building apps

• An app SDK is a toolkit for your imagination:

• Touchscreen with single and multiple contacts

• Three-way orientation and movement• GPS – current location and movement• Launch other functions: maps, web,

YouTube, iTunes• Feed integration• Compass• Media playing• Audio capture• Camera and photo• Contacts and viral

• Other potential features:• Social network integration• Notifications• Augmented reality• iPod integration• IM clients• Image recognition• Barcode scanning or display• In-the-picture


Analytics

• A full suite of web-type analytics is available


Some Design ideas

Make product view easy to navigate and implement

recommendations

If you have a product, sell it!

Don’t let your site stand still, feed it with fresh content all the

time

Simple navigation to core content areas


More design ideas

User can manage their own settings to personalise their

experience

‘News-feed’ style view aggregates content from

blogs, social networks, and CMS

Clear and clean branding

Access to local branches or services via built in GPS

Click through to the Direct diagnosis tool


Building a mobile site

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