Mobile Thirst 3: Mobile BFF!
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Transcript of Mobile Thirst 3: Mobile BFF!
Hello Mobile Thirst, Let’s talk Mobile Relationship Marketing2012.06.15
© MOBIENTO
1. Understanding mobile2. Mobile RM starting points3. Mobiento’s RM offering
AGENDA
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MOBILE RM3
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A brand’s mobile relationship marketing strategy starts with understanding:
UNDERSTANING MOBILECONTEXT
- the target group behavior
TECHNOLOGY- the tools
COMMUNICATION- the message
CHANNEL - the media
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CONTEXT - THE BEHAVIOR
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75% online everyday
67% uses email
82%uses social
media
The smartphone target group 2012 in Sweden
51% have smartphones
> 1/3 of Aftonbladets web stats are
mobile
2012: Smartphones
> PC’s
90% have researched a
product
59%smartphone
shoppers made a purchase last
month
27% have made an online purchase with their smart-
phone
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ME, HERE, NOW
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COMMUTING
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TV SOFA
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Creative Mobile Agency
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POINT OF SALE
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COMMUNICATION - THE MESSAGE
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REPETETIVE NOW BORED NOW
URGENT NOW12
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Repetitive now
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Bored now
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Urgent now
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Trigger purchase - but let the customer decide POS
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CHANNEL - THE MEDIA
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RM channels
DM
email Mobile
Online tools
Event
QR
Mobil
Loca-
tion
AR
RM channels with mobile touch points
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Response services
Push notifications
SMS
Focus of this presentation
Mobile RM Channels
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SMS
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SMS examples
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PUSH NOTIFICATIONS
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Push notification examples
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Total audience
Reach & ROI comparison SMS and push notifications
Loyalty club customers
Customers with SMS
Downloaded app
Accepted push notifications
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SITE APPWay forward for
loyalty program ?
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MOBILE RESPONSE
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QR CODES, CLICK!TO-CALL, SMS RESPONSE IMAGE RECOGNITIONSHORT URLS
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QR code response examples
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http://www.youtube.com/watch?v=KRA0SZhKNyo
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TECHNOLOGY - THE TOOLS
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LEGACY SYSTEMS + MOBILE TOOLS = EFFECTIVE MOBILE RM
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Summary
CONTEXT- the target group behavior
TECHNOLOGY- the tools
COMMUNICATION- the message
CHANNEL - the media
ORGANIZATION- the people
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STARTING POINTS
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NO CUSTOMER DATABASE TODAY
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SMS opt-inMobile number
Adding customer info
Dialogue in multiple channels
Loyalty program
Point-of-sale integration
LOW THRESHOLD ENTRY
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Doctors Without Borders
1. Campaigns for one off donations
2. Low monthly donations with value
3. Full monthly donation from account
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CUSTOMER DATABASE TODAY, NO MOBILE DIALOGUE
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ACTIVATE THE MOBILE POTENTIAL: SOFT OPT!IN OPENS FOR VALUE DIALOGUE
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Från: AMF
Klicka på länken för att ladda ned din biobiljett till Robin Hood http://mticket.no/06-vrein-8726332.jpg (105465) Problem? Maila oss på [email protected]
Från: AMF
Välkommen på AMF biokväll! Vi visar Robin Hood med Russel Crowe den 18/5, läs mer och anmäl dig på amf.se/stockholm Avreg? Smsa AMF STOPP till 71160
CRM
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MOBIENTO RM OFFER
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MESSAGING GATEWAY - connect to CRM systems over API’s
PUSH NOTIFICATIONS- push not. dialogue web tool
MOBILE LOYALTY CLUB- system for mobile first CRM
RESPONSE MECHANISMS- (QR codes, sms response, etc.)
LIST MANAGEMENT- address db, number look-ups, etc.
MOBIENTO MESSENGER- messaging dialogue web tool
ST
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& C
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AT
IVE
DIA
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GU
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- an
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f m
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RM
esse
ntials
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Speak soon!
Frans Borgstrand