the role of crm and direct response in mobile marketing
TRANSCRIPT
The role of CRM & direct
response In mobile
marketing
The first major agency unit housed within a publisher is
coming of age. Meredith Xcelerated Marketing
extended beyond publishing for clients into social media,
mobile, customer-relationship management and data and
analytics. The agency unit also boasts one of the hottest
mobile shops in its artillery with The Hyperfactory.
advertisingdirect
response CRM
A
the last thing the world needs is another banner ad
what we need is more than 1% of the marketing spend
mobile commerce is going to change the world
what we need is to stop using QR codes to drive to
busted up websites
real relationships or extreme relevance
what we need is for marketers to catch up to
technology
Is Mobile Marketing Simply About Advertising or Do Direct Response and CRM Play a Role?
extreme relevancewhat to say
CONTENT
where to say it
CONTEXT
“Unlocking the world, behind
the windows of the future”
MOBILE ≠ MOBILITY
whenever wherever whomever
A
whenever
wherever
whomever
find the “fun” in functional create branded utility
mind the “gap” be there when she wants, when she needs
remain omnipresent be there when she’s on-the-go, with the right experience
link mobile & in-store remove the technology barriers, soon
extend the audience use mobile to connect staff, sales, trade and beyond
create the share integrate social for consumer-to-consumer dialogue
A
devices & screens
ACCESS
campaigns &
programs
ASSETS
consumer journey
inspire
pla
n
buy
enjoy
shar
e
CONSUMER
JOURNEY
unconnected connectedprint television desktop mobile tablet
the informantthe
spokesperson the teacher the wingman the genie
tips me off to
new products
and their features.
shows me just
how great
owning/using the
product could be
and how it would
fit into my
lifestyle.
helps me
research,
discover, plan &
compare so i can
figure out exactly
what i’m looking
for.
is with me
wherever i go and
has my back.
gives me the tools
and advice i need,
whenever
needed.
enhances every
interaction i have,
whether i’m on
the couch or at
the store.
channel
influence on
consumer journey
role
buy
inspire
enjoy
shar
e
pla
n
buy
inspire
enjoy
shar
e
pla
n shar
e
buy
inspire
enjoy
pla
n
inspire
enjoy
pla
n
buy
shar
e
inspire
shar
e
context
pla
n
enjoybuy
whenever wherever whomever
iFOOD ASSISTANT
Provides recipe solutions to consumers on the go.
DATABASE ANALYTICS
We use the Meredith database and our database match/modeling capabilities to identify best prospects for Kraft CRM program.
DIGITAL
Extends the print experience online, with rich media and interactive content components.
MAGAZINES
Provides consumers with ideas for creating deliciously simple food, every day.• Reaches 2.8M high-value
consumers in Canada & US• 1M+ paying food&family
subscribers in the US • 4 languages
EMAILS
Reach opt-in consumers weekly, on special occasions and about topics that interest them.
WEB
MXM delivers strategic guidance and seasonal content for one of the biggest food websites in the market. Content created in 4 languages.
BIG FORK LITTLE FORK
An innovative iPad app that helps parents feed their kids healthy meals.• Nutritious recipes• Tips & tricks• Videos
VIDEO
• 200 cooking videos in 4 languages, bringing the brand to life.
• You Gotta LOL, a series of videos bringing comedic relief to Kraft consumers
sms hispanic mobile site
mobile site ifood assistant (blackberry)
android widgetlocation-based rich media
toddler 2+ mobile site
ifood assistant 4.0 hispanic multichannel campaign
big fork little forkipad app
delicious ideas web
app
whenever
find the “fun” in functional create branded utility
mind the “gap” be there when she wants, when she needs
whomever
extend the audience use mobile to connect staff, sales, trade and beyond
create the share integrate social for consumer-to-consumer dialogue
wherever
remain omnipresent be there when she’s on-the-go, with the right experience
link mobile & in-store remove the technology barriers, soon
A
mobility is about connecting…
