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January, 16, 2014!
Mobilize Your Customers Through !the Purchasing Funnel!
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M!A!M!Webinar Series!
Sponsored by:!
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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: [email protected] 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 !
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The value of Mobile in your CRM Strategy!!The Mobile Marketing blockers and drivers based on end user perception !!The key rules to deliver superior Mobile experience !!
Today’s Agenda!
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• Understand and know your customers!
• Build trusted relationships via mobile!
• Design relevant mobile marketing content!
• Implement key rules to run efficient mobile marketing campaigns!
• Re-envision the consumer path to purchase, to deliver an effortless journey that ends in a happy transaction!
Key Insights to be Shared!
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Moderator!
Presenter!
Stéphanie Viriot !Marketing Director!Gemalto!
Leo Scullin!Head of Global Industry Initiatives!Mobile Marketing Association!
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Managing Your Questions!
Share the Insights!#MMAWeb!!@gemalto!!
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Poll Questions!1. Which kind of partners you leverage on for implemen9ng mobile marke9ng/adver9sing campaigns?
§ SMS brokers § Mobile Operators media house, § Media Agency, Media House 2. How is your company using data in its mobile campaigns? • Using 3rd party data sources • I store my own data for targeFng/ analyFcs • I do not use any behavioral data today 3. What challenges do you face by adding Mobile as a Media to the brands’
Marke9ng Mix? • Lack of ROI • Budget • Lack of measurement • Cross-‐funcFonal support • Technical capabiliFes
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Stéphanie VIRIOT – Marketing Director!Webinar MMA!
MOBILIZE YOUR CUSTOMERS THROUGH !THE PURCHASING FUNNEL !!!!!
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OUR COMPANY
Revenue 2012 €2.2 billion+
Employees 10,000+
Countries with a site in operation
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Dual listing on NYSE Euronext Amsterdam & Paris French CAC 40 index member
GTO.PA
Gemalto, a robust and International Company
GEMALTO IS IN THE WORLD POCKET
OUR CUSTOMERS
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60 million € revenue in Mobile MarkeFng
1000 campaigns per month
100 million transacFons per month
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GEMALTO POSITIONING IN MOBILE MARKETING
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OBJECTIVES OF THIS WEBINAR
SHARE WITH YOU OUR VIEWS ON MOBILE CUSTOMER RELATIONSHIP
PRESENT AN END-USER SURVEY: SCOPE & RESULTS
FOCUS ON THE KEY LEARNINGS
POINT OUT THE 5 KEY STEPS TO MOBILE HEAVEN
SHARE SOME CUSTOMERS’ CASE STUDIES
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THE WORLD HAS GONE MOBILE
THE MARKETING REVOLUTION
MOBILE IS ABOUT CUSTOMER RELATIONSHIP
MOBILE : A MEDIA CHANNEL LIKE NO OTHER FOR CONTEXTUAL MARKETING
GREAT ENGAGEMENT RATES ACHIEVED
91% of users have their mobile phone within arm’s reach 24/7. Source : Morgan Stanley
7.1B ac9ve mobile connec9ons WW with a popula9on of 7.1 B people alive Source : GSMA 2013 report
62% found mobile banner ads are hated more than TV ads ! Source : Forrester Consumer survey – Dec 2012
SMS read on ~ within 5 seconds of receipt vs emails are read within 24 hours Source : Ofcom, the UK telecoms regulator reports
Consumers spend 158 minutes per day on
mobile, nearly as much as TV
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WHAT IS THE VALUE OF MOBILE TO MARKETERS
74% cite mobile is a priority and core to their markeFng strategy
68% said mobile is the best way to transform business models
and 72% believe mobile builds ROI
85% of respondents stated that mobile is a gateway to new markets and audiences
80% believe mobile is critcal to their careers
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CUSTOMER FIRST
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GEMALTO CONSUMER SURVEY with OBJECTIVES
GEOGRAPHIES METHODOLOGY
§ Understand CONSUMER PERCEPTION about Mobile MarkeFng § IdenFfy BLOCKERS and DRIVERS
[July -‐ August 2012]
[October -‐ November 2012]
Target : Above 18 years old people, representaFve of mobile phone users
" 718 interviews in Sao Paulo " Fieldwork : face-‐to-‐face
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Target : Above 18 years old people, representaFve of mobile phone users
" 700 interviews in Dubaï " Fieldwork : face-‐to-‐face
[June 2013]
Target : Above 18 years old people, representaFve of mobile phone users
" 1 217 interviewes in the US " Fieldwork : online
[June 2013]
Target : Above 18 years old people, representaFve of mobile phone users
" 1211 interviews in France " 1201 interviews in the UK " Fieldwork : online
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of respondents are ANNOYED to receive messages from senders THEY have not given their permission to
DON’T
SPAM ME
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It is much more than on any other devices!
WW End-‐user survey conducted by IFOP for Gemalto since July 2012
MOBILE SPAM IS A FACTUAL CONCERN
97% 95% 71% Brazil UK France US UAE
83% 90%
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Only by understanding the issues can effecFve markeFng take
place.
Promo9on
for You!
Silk Neck Ties
50% off
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The message you receive are not in
line with you areas of interest
WW End-‐user survey conducted by IFOP for Gemalto since July 2012
NON RELEVANT MESSAGES ARE COUNTER PRODUCTIVE
Brazil UK France
55% 77% 78%
US UAE
63% 68%
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OPT-‐OUT easily
Easily idenFfy the SENDER
Give prior PERMISSION to the sender
PERMISSION
RELEVANCE
In line with your tastes and concerns
Quick access to info or promoFon
Benefit from specific offers
Brazil UK France
85%
96% 90% 87%
96% 86%
91% 82% 77%
92% 71% 71%
95% 66% 62%
93% 66% 62%
88%
84%
80%
75%
69%
72%
73%
73%
72%
72%
74%
76%
US UAE
WHAT DO CUSTOMERS VALUE
WW End-‐user survey conducted by IFOP for Gemalto since July 2012
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REWARD HAS TO BE TANGIBLE
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An immediate DISCOUNT
The possibility to collect points and addiFonal benefits as part of a LOYALTY PROGRAM
A GIFT from the brand
Taking part in a SPECIAL-‐PRIVATE EVENT
Regular INFORMATION about the life of the brand (product availability, novelFes, events)
57% 55% 52%
40% 47% 48%
29% 44% 46%
Brazil UK France
27% 24% 22%
20% 14% 18%
58%
47%
48%
30%
21%
46%
25%
35%
23%
32%
US UAE
What kind of offers customers want to receive?
WW End-‐user survey conducted by IFOP for Gemalto since July 2012
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MANAGE MARKETING PRESSURE
Companies must respect the maximum frequency tolerated for receiving Marketing Messages
20 WW End-‐user survey conducted by IFOP for Gemalto since July 2012
Once a day
Between 1 and 3 messages/week
Between 1 and 3 messages/month
Less ogen
Brazil UK France
26%
31% 11% 16%
47% 22%
15% 37% 28%
21%
28%
25%
16%
44%
27%
US UAE
6% 14% 14% 11% 9%
End users agree to receive markeFng messages:
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USE VARIOUS
APPROACHES TO
COMMUNICATION
THROUGH MOBILE
MESSAGING
ALL CONSUMERS HAVE NOT THE SAME APPETITE FOR MOBILE MARKETING
Customers can be classed into four defined types/categories. Only by segmenting your customers can mobile marketing work.
21 WW End-‐user survey conducted by IFOP for Gemalto since July 2012
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KEY LEARNINGS - BEST PRACTICES
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MY 5 STEPS TO MOBILE HEAVEN
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of respondents are annoyed when they receive messages from senders they have not given their permission to contact them to.
Remember between
ASK FOR PERMISSION FIRST
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EASE OF USE
MARKETING PRESSURE
1
2
3
4
PRIVACY
RESPECT THE RULES OF ENGAGEMENT
TRANSPARENCY
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• Leverage on the “in-‐context” capability of the Mobile Media
• Go beyond classic RelaFonship
markeFng
• Implement Real-‐Fme markeFng,
contextual markeFng, care markeFng
RIGHT PERSON, RIGHT MESSAGE, RIGHT MOMENT THE ABILITY TO DELIVER CONTEXTUALLY RELEVANT EXPERIENCES IS ONE OF MOBILE’S BIG PROMISES FOR MARKETERS
COMMUNICATE WITH YOUR CUSTOMERS AT THE PRECISE MOMENT -‐ IT OFFERS HIM THE MOST VALUE
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FIND YOUR VALUE IN YOUR CUSTOMER LIFE
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The Customer Engagement Process is a summary of the key stages in a customer's relaFonship with
your Brand
DON’T SELL TO YOUR CUSTOMER, CREATE DESIRE, ENTERTAIN, ENGAGE AND DELIGHT THEM
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INVITE YOUR CUSTOMER INTO A CONVERSATION TO GAIN RELEVANCE
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The right Channel mix depend on the Service to promote
1 2 3 3 mobile channels at your disposal
SMS Smart Message
Smart App Push
One example: the App download promotion
The best mix to be the most efficient
• Start with Smart Message qualifica9on campaign
• Send an SMS with the Google play or Apple App store link
• Follow up with app push no9fica9on
For web Site-visits, App download, appointment settings, off-line coupon redemption
For service registration, service subscription, opt-in, qualification, survey.
For service registration, service subscription, opt-in, qualification, survey in smart phone environment
The right message for the right target with the right channel
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THE ROUTE TO SUCCESS ?
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Continuous Engagement
ONE DOES NOT FIT ALL
• Select the right segments • Opt for the right campaigns • Choose the right channels
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LEARN AND OPTIMIZE
1
DELIVER EFFICIENTLY
YOUR MOBILE STRATEGY FOR CONTINUOUS ENGAGEMENT…
1. Permission based 2. Rules of engagement 3. Relevance & contextual 4. Life Fme value
• Plan your campaigns strategy • Define your campaigns scenarios • Execute your campaigns
• Measure campaign results • Analyze campaign results • OpFmize next campaigns
APPLY BEST PRACTICES
… MAKE THE DIFFERENCE IN THE DECISION JOURNEY
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AND IT WORKS …
WE ACHIEVE AMAZING RESULTS ON OUR MOBILE MARKETING CAMPAIGNS
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Bank ALERT CAMPAIGN: June 2012 Drive indebted customers to their call center
With
1 screen scenario + 1 click to call Target : Drive indebted customers to call Santander call center
DEBT COLLECTION
RESPONSE RATE 52%
***SANTANDER*** Hello Alexander, Santander has a subject of interest. Confirm now to ini9ate a call to our call center. OK Cancel
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Retailer Father’s Day Campaign (Special Offer).
With
§ Click to website: 34% § Click to locate store: 23% § Click to call center: 15%
Target: Women 25-45 – C class
PRODUCT PROMOTION
ACCEPTANCE RATE 53%
Hello! Losing your contacts is something of the past! Save your contacts with Contact Backup. Backup now? Price 0,6$/synchro.
*MAGAZINE LUIZA* Do you already know the new Magazine Luiza hit? Click OK and discover the “Ofertetes”!
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Insurance company Different sort of insurance promoted (personal, accident, mobile, car, home…)
With
§ Double opt-in acceptance rate
3 screens scenario Target : 80,000 customers
SERVICE PROMOTION
ACCEPTANCE RATE 8%
Hello! Losing your contacts is something of the past! Save your contacts with Contact Backup. Backup now? Price 0,6$/synchro.
***ACE***
Unforeseen accidents happen. With the Personal Accident Insurance you protect yourself and also can win mobile phones and cash prizes. Confirm now to know more OK Cancel
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*Hello wireless* Welcome to Italy Mrs Smith! Stay connected abroad and avoid bill shock. Benefit from our exclusive overseas data plan. Click OK and discover our offer!
Chose your data plan:
1 day at 5€
2 to 7 days at 15€
8 to 14 days at 25€
2 to 4 weeks at 35€
*HELLO WIRELESS*
Thank you!
Your overseas data plan is now acFvated. No more surprise on you next bill.
(STOP SMS to 3670).
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Welcome roaming message
Introducing the offer
Thank you
Event based campaign
Roaming: Promotion of overseas Data Package Network Operator
The Event Manager detects that end-user is roaming in Italy
ACCEPTANCE RATE +300 %
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Browsing the offers catalog § View all coupons or per category (Apparel, Food, etc)
§ Ability to clip/unclip the coupons
§ Access to coupons detailed views
§ Reddeem (NFC, BarCode QR Code)
COUPONING: Drive to point of Sale
COUPONING BRANDs CRM OFFERS end 2013
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• Identify customer behaviours that matter most!
• Remember the golden rules: Segmentation, Permission, Transparency, Relevance, "Simplicity, Frequency !
• Engage and excite through a balance approach through a long term journey!
• Start with messaging, it works, you can reach up 50% response on your Mobile Marketing campaigns, then mix with other media
TO CONCLUDE
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Smart Message what is it ? Video available on: htp://www.youtube.com/
WANT TO KNOW MORE?
4 best PracFces to engage your customer on Mobile Video available on: htp://www.youtube.com/
ConversaFonal MarkeFng & Commerce Best PracFces To Engage Your Customers And Empower Advocates available on: htp://gemalto.com/ Or Flash this QR code and Download our whitepaper
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THANK YOU
For any information, welcome to contact: " Stéphanie Viriot – [email protected] " Follow me on twiter: @sviriot " Follow our Mobile MarkeFng Blog :
htp://blog.gemalto.com/telecom/tag/mobile-‐markeFng/
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• Engage and excite placing your customer values and interests at the core of Mobile Marketing Strategy. !
• Boost mobile advertising efficiency by following golden rules: Segmentation, Permission, Transparency, Relevance, Simplicity, Frequency.!
• Deliver superior user experience by mixing different mobile communication channels but keep text messaging at the core importance of your Mobile Marketing strategy.!
!" " " " " " "!
Closing: Key Takeaways!
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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!!
MMA Webinar Series! Upcoming MMA Events!TBD!January 23, 2014!Acquire, Engage, Convert & Optimize! A Best Practice Case Study!January 28, 2014!Make it Personal: Mobile Engagement, One Shopper at a Time!January 30, 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!