Post on 09-May-2015
Ge#ng It Right* in Mobile
Kane Russell, VP of Marke,ngWaterfall
*6 Must Haves for Effec2ve Cross-‐channel CRMfeaturing insight from Constant Contact's Michael Karampalas
Waterfall Mobile and the Msgme Pla4orm
Waterfall๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus=n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiRer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applica=on development๏ Short code provisioning, cer=fica=on
& audit management
Reference Clients & Brand Campaigns
Michael Karampalas, Constant Contact
Michael Karampalas
Constant Contact๏ Launched in 1998 ๏ Leading email marke=ng, online survey and
event marke=ng tools๏ Expert personal coaching and support๏ 450,000+ customers worldwide
๏ LinkedIn: mkarampalas๏ Product manager with exper=se in email, mobile and social media๏ 5 years experience at Constant Contact๏ University of MassachuseRs, Amherst
๏ State of digital marke2ng
๏ Mul2channel vs. cross-‐channel marke2ng
๏ 6 Must haves for effec2ve cross channel CRM
๏ Q&A with Constant Contact
๏ Key Takeaways
Objec?ves
Digital Marke?ng -‐ The Consensus
Digital marke2ng innova2on is essen$al.
Source: Direct Marke$ng Associa$on (DMA)
US 2010
Canada 2010 3%
4%
23%
20%
74%
76%
Agree Neutral Disagree
Con?nuing to innovate is as important as doing what has worked in the past.(with regards to digital marke=ng)
US 2010
Canada 2010 6%
9%
30%
28%
65%
63%
You can build strong customer rela?onships on the internet.
The Reign of Digital Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (U.S.A.)?
Decrease Stay the Same Increase
Source: DMA
The Reign of Digital Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (Canada)?
Decrease Stay the Same Increase
Source: DMA
Digital Marke?ng -‐ Mobile
With mobile as a key player in the future landscape.
Source: DMA
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
Mobile marke?ng is the next fron?er in digital marke?ng.
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Digital marke?ng campaigns will soon incorporate mobile coupons.
Digital Marke?ng Budget Alloca?on
Just started to explore
New medium
Budget
Lack of knowledge
Conservative culture
Lack of capabilites
We prefer other mediums14%
3%
1%
14%
8%
9%
9%
20%
8%
2%
9%
17%
13%
13%
USA 2010Canada 2010
Source: DMA
Why isn’t more marke?ng budget allocated to digital?
But, digital marke2ng is unfamiliar and challenging.
Emerging Digital Marke?ng Familiarity
Source: DMA
Very Familiar Use Often
16%
44%21%29%
9%25%
7%16%
Out of Home Media
Very Familiar Use Often
62%69%47%56%
40%66%
51%54%
Social Media Marketing
Very Familiar Use Often
23%40%
25%42%
25%44%
18%31%
Video
Very Familiar Use Often
19%36%
17%27% 21%33%
9%26%
Mobile Marketing
US Marketers US Agencies Canada Marketers Canada Agencies
Established Digital Marke?ng Familiarity
Source: DMA
Very Familiar Use Often
49%55%75%
59% 49%46%
73%60%
SEO
Very Familiar Use Often
67%70% 78%84%69%
86% 87%88%
Very Familiar Use Often
47%57% 54%70%
47%64% 54%64%
Online/Display
Very Familiar Use Often
43%49%63%61%
47%59% 59%63%
SEM
US Marketers US Agencies Canada Marketers Canada Agencies
Digital Marke?ng Budge?ng Concerns
0%
7%
13%
20%
Proof
it w
orks
Mea
sure
men
t Too
ls
Bette
r und
erstan
ding
Mor
e re
sour
ces
Bette
r res
ults
12%
14%
16%
2%
17%
4%
10%
14%
8%
20%
USA Canada
What would need to change in order for you to spend more on digital marke?ng?
Source: DMA
Digital Marke?ng Frustra?ons
Source: DMAAgree Neutral Disagree
US 2010
Canada 2010 27%
38%
50%
50%
23%
12%
We are replacing tradi?onal in-‐store marke?ng with digital media.
US 2010
Canada 2010 33%
28%
46%
53%
22%
19%
Measuring digital marke?ng ROI is easy to accomplish.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Digital marke?ng needs to supplement other channels.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Customers are eager to engage with companies to develop interac?ve rela?onships.
Digital Marke?ng StrategySo what’s the appropriate strategy? Address digital marke?ng’s core frustra?ons.
They are:
• Customers don’t want to engage
• Digital marke,ng shouldn’t supplant other channels
• Measuring ROI is challenging
• Need to see results
Mul?channel v. Cross-‐channel CRM
Cross-‐channel marke=ng CRM places consumers at the center of the conversa=on, targe=ng messaging based on channel preference and permission.
It requires a broader, more diverse marke=ng vision that establishes a longer term and deeper rela=onship.
Mul?channel marke=ng CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.
It is a powerful yet impersonal form of marke=ng used primarily to gain consumers’ aRen=on for a par=cular ini=a=ve.
Channels
Brand
Channel Channel
Channel Brand}}CONSUMER
CONSUMER
Mul?channel v. Cross-‐channel Approach
Move toward a cross-‐channel approach
Challenge Mul?channel approach Cross-‐channel approach
Customer engagement Op=mize channel’s features and benefits to increase customer engagement
Op=mize database’s targe=ng capabili=es to increase customer engagement
Adding/integra=ng new channels
Bolt on addi=onal channels to engage customers
Integrate channels as addi=onal means to engage customers
ROI measurement Channel-‐centric metrics, e.g. clickthrough rates
Customer-‐centric metrics, e.g. customer life=me value
Results understanding Understand how to beRer use a par=cular channel
Understand how to beRer interact with customer base
6 Must-‐Haves for Cross-‐Channel CRMSo why doesn’t everyone adopt a cross-‐channel approach? It takes more ?me and thought to develop.
The 6 Must-‐Haves Road Map:
1. Channel Integra,on
2. Data Integra,on
3. Channel Preference
4. Repor,ng & Analy,cs
5. Compliance & Regulatory
6. Customer Life,me Value Focus
Channel Preference
Moving from mulDchannel to cross-‐channel:
• Brands and customers can choose which channels to use
• Brands and customers can choose how and when to exchange messaging from the respec,ve channels
• Brands and customers can design and update tailored communica,on strategy
Defini?on: ability to op=mize message delivery according to brand and customer preference
Channel Integra?on
Moving from mulDchannel to cross-‐channel:
• Customers receive updates via email, social and mobile
• Customers sign up for updates via email, social or mobile from other channels
• Customers receive ongoing communica,on from mul,ple channels that builds upon itself much like a conversa,on
Defini?on: seamless crossover between the various communica=on channels
Data Integra?on
Moving from mulDchannel to cross-‐channel:
• Each channel maintains segmented customer database
• Channels can exchange data to update individual customer profiles
• Channels share data from one central customer database for targe,ng
Defini?on: real-‐=me updates to customer database from different channels
Repor?ng & Analy?cs
Moving from mulDchannel to cross-‐channel:
• Stock reports used for various industry-‐used metrics
• Stock reports with various customizable views around industry-‐used metrics
• Customizable reports that provide insight into selected & designed metrics
Defini?on: detailed and easy-‐to-‐use insight into the metrics that maRer for a par=cular brand
Compliance & Regulatory
Moving from mulDchannel to cross-‐channel:
• Each individual channel fully compliant
• Best prac,ces/ideas shared across the various channels to keep up with industry changes
• Cross-‐channel compliance strategy informs product to advance prepare for any updates or changes
Defini?on: full compliance across channels
Customer Life?me Value Focus
Moving from mulDchannel to cross-‐channel:
• Marke,ng campaigns via various channels
• Marke,ng campaigns within greater overall strategy via various channels
• Marke,ng campaigns, within greater overall strategy, via integrated channels
Defini?on: communica=on strategy focused on developing ongoing rela=onship with customers
Constant Contact Q&A
Key Takeaways
๏ Channel Integra2on
๏ Data Integra2on
๏ Channel Preference
๏ Repor2ng & Analy2cs
๏ Compliance & Regulatory
๏ Customer Life2me Value Focus
Any Ques?ons?
For more informa=on visit www.waterfall.com
Or contact us directly: marke=ng@waterfall.com
More industry informa=on available on our blog @ waterfall.com/blog