textlocal making sense of mobile crm webinar

Welcome to Making Sense of Mobile CRM with Textlocal Applying mCRM to Messaging Rob Townsend

Marketing & Communications Director

In the next 10 minutes we’ll cover:

Today’s agenda

All your mobile news, & discussions on LinkedIn

• About us • Who we work with • Mobile CRM Insight – The White Book • Applying CRM to Messaging • ‘Messenger’ Case Studies • Panel Q&A at the end

UK's leading business SMS service provider. Deliver your news, alerts, confirmations & offers easily. Award-winning platform Messenger and expert support.

About us


Messenger and your marketing mix • Send & receive SMS • Connect CRM systems via our API • Short codes and keywords • MMS Picture, video & brochure messaging • Mobile web pages • Vouchers, ticketing and surveys

Easily get started with our Wizard • Price Promise = best value every time • Free Account Management • Round the clock support • No Contracts and no software to download

Brands trusted by us


The UK has spoken


COMING SOON

Using mobile effectively in today’s multichannel marketing world. The first meaningful regionally representative report in Mobile CRM. Interviewed 331 businesses and 2,000 consumers across the UK in February and March 2013 on their views about mobile marketing and CRM. Here’s a sneak preview revealing for the first time what they told us. The Mobile CRM white book release date May 2013

Too much time, resource & funds spent on Direct Mail and Email? Know their place and their role. Understand your customers preferences and mobile touchpoints – you will save money and improve effectiveness

Contribution vs Effectiveness


Sources: Ofcom Mobile Marketing Association Textlocal, The Great British Mobile Report Lightspeed MobiThinking.com MobileSquared


0%10%20%30%40%50%60%70%80%90%

What channels do you use as part of your marketing mix?

38.7%

5.4%

15.1%

24.8%

16.0%

Do you use mobile as part of your marketing mix?

Yes, it is an integrated part of ourmarketing

Yes, mobile is standalone channelbut will be integrated in the next12 months

Yes, but mobile is a standalonechannel

Not yet, but we intend to in thenext 12 months

No, and have no intention ofusing mobile

Email still dominates, but mobile is becoming the serious player in the market mix; 59% of businesses already use mobile (integrated or standalone)

Mobile messaging more popular than TV, radio, outdoor

and Apps.


32.00%

7.00% 39.00%

10.00% 6.00%

6.00%

What is the best way for a business to communicate with you?

SMS Phone call Email Direct mail Via app Via social media

… And here’s why. Email is the businesses’ preference, BUT twice as many consumers would accept SMS communications from businesses than are currently being sent

Text me please


10% of businesses use advanced mobile database targeting, 20% use segmentation techniques across total database; 70% use simplified or no segmentation

30% of businesses use advanced mobile targeting and segmentation, BUT almost 50% believe mobile is or will become the most effective channel

0%

5%

10%

15%

20%

25%

30%

35%

40%

Once aweek or

more

More thanonce amonth

Once amonth

Quarterly Onceevery 6months

Once ayear

We don’t

How often do businesses send mobile messages out to their mobile database?


0%

5%

10%

15%

20%

25%

30%

35%

40%

We knowtheir age,gender,

location andpreferences

We aredevelopingtheir profile

of: age,gender,

location andpreferences

We ask thema number ofquestions at

opt-in

We useprofiling fed

into CRMfrom

campaigns

We ask ourdatabase the

occasionalquestion

about theirlikes and

preferences

We only havetheir mobile

number

What information do you have on your mobile customers?

Around 40% of businesses have or are in the process of collecting useful

data on their customers

Around 5% of businesses are

actively updating their database

using CRM


3.1%

12.5%

8.7%

5.6%

5.6%

1.7% 0.7%

When have you found the most appropriate time to send a mobile message, actual time

0700-0900

0900-1200

1200-1500

1500-1700

1700-1900

1900-2400

0000-0700

Businesses’

preference is to send a mobile message on a

weekday

This is habitually based on email MI


0%

5%

10%

15%

20%

25%

30%

35%

40%

I look at itinstantly

I read itwithin 3minutes

4-30minutes

30-60minutes

Over 1hour

Same day Over 24hours

How long do you wait before reading a text message when it arrives on your phone?

0%

20%

40%

60%

80%

100%

18-24 25-34 35-44 45-54 55-64 65+

Demographic breakdown of consumers viewing SMS within 3 mins


0%

10%

20%

30%

40%

50%

60%

What are the most useful mobile messages from businesses that you receive?

Build your Mobile Engagement Model


Create Touchpoints

Messenger


Our mobile experts can then help you integrate SMS with your business Touchpoints By segment, age, any demographic you choose… auto schedule and create links and mobile experiences for all your users. News, alerts, confirmations, offers… it is all reported for you

Hundreds of Case Studies online


www.textlocal.com/case-studies These clients’ messages are sent using our API Gateway, which is linked with their CRM system. This enables them to pull the customer mobile data and send the messages directly, rather than uploading the contacts to our messenger platform.

http://www.textlocal.com/case-studies



Thank you


Rob Townsend Marketing & Communications Director Email: [email protected] Office: 0845 009 3188 Mobile: 07802 614 666 uk.linkedin.com/in/rsgtownsend/ Twitter: twitter.com/textlocal

Special thanks to

Text: mCRM to 60777

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