mobilize your customers through the purchasing funnel

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!

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"CONNECTIONS: !"Interact with passionate leaders and stay on the cutting edge. Boost "your business and career by connecting with the people that matter!

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"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

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

60 million € revenue in Mobile MarkeFng

1000 campaigns per month

100 million transacFons per month

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GEMALTO POSITIONING IN MOBILE MARKETING

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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" 700 interviews in Dubaï " Fieldwork : face-‐to-‐face

[June 2013]


" 1 217 interviewes in the US " Fieldwork : online

[June 2013]


" 1211 interviews in France " 1201 interviews in the UK " Fieldwork : online

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%

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


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


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?


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:

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

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

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

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

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

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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

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

•  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.!

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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!