tim dma td 100629
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Tim & Mark closing session, at Making Mobile Marketing Work. 29yj June 2010.TRANSCRIPT
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
BUILDING MOBILE INTO YOUR CRM
Tim Dunn
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
1. Personal
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
2. Immediate
Tuesday, 29 June 2010
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3. Actionable
Tuesday, 29 June 2010
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..and now...
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
4. Social
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
5. Transactional
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Importance of mobile web
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Understanding how your users consume mobile
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Ribena
o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Colour Catcher
o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Walkers
o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Walkers
o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Shelter
o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Rimmel
o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
CAMPAIGN DEVELOPMENTTim Dunn
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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?
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Mobile Campaign Planning
Ideation• What kind of mobile experience can we offer?• Is there a creative idea that is relevant to our objectives?
Audience• What devices do our audience have?• Where can they be found within the mobile landscape?
Channel• Decide between SMS, Mobile web, Apps etc• Promotion decisions: on-pack, ATL, mobile advertising etc
Execution• Agency partners, specialists etc• What’s the follow-up strategy for consumers?
Measurement• What does success look like for this campaign
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Ideation: O2 Niggle Nobble
o Objectives• Raise awareness of O2 Broadband• Acquisition
o The campaign• ‘Niggle Nobble’ AR iPhone game
o The Strategy• Tie in with above the line and field
marketing• Drive users to social channels
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Audience and Channel
o Objectives• Gain advocacy for the anti-Knife Crime
message ‘It Doesn’t Have to Happen’• Do it in a youth-friendly and non-
preachy fashion
o The campaign• A mobile music studio featuring Beats,
Loops, Synths and FX• Given away via geo-targeted Bluetooth
locations
o The Strategy• Connect users to mobile content
incorporating the message• Place the message into the user’s real-
life world
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Execution: 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:
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Analytics: SMS
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Analytics
• A range of other analysis types are available
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Example platform: Velti SMS
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
THE MOBILE FUTURE
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Wearable technologies
Tuesday, 29 June 2010
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Wearable technologies
Tuesday, 29 June 2010
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No Battery life?
Tuesday, 29 June 2010
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No Battery life?
Tuesday, 29 June 2010
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But really...
Tuesday, 29 June 2010
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Innovation 1: Data
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 1: Data
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 1: Data
o Download speeds of 100-150 mBit/seco Will enable:
• HDTV for mobiles• Connect your Playstation• Steaming video
o 4G will likely involve a hybridsolution with WiFi or WiMAX
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 2: Augmented Reality
AR View
Web data feeds
Compass orientation GPS location
Camera view
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Smartphones
Digital Mappin
User Experie
Social network
Mobile Advertis
Positioning
App Stores
Network
Innovation 3: Location
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 3: Location-Based Communities
Tuesday, 29 June 2010
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Innovation 4: Payment
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 4: Payment
Tuesday, 29 June 2010
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Now – over to you...
Tuesday, 29 June 2010