The Power of Real Time Marketing through Mobile at SIC2013
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Matt Ramerman, Vehicle Michelle Schmoelzer, AT&T The Power of Real Time Marketing through Mobile The ultimate goal of many marketers is to deliver highly personalized content, real-time, relative to what a consumer is doing “now.” This means truly delivering the right message, right person, right place, and right time, while addressing them by name. Now combine this with the Omni-presence of the mobile channel and the result is a tremendously powerful advertising tool. Learn how AT&T is doing just this by leveraging dynamic, personalized content through mobile video to drive significant customer engagement and increase loyalty.
Transcript of The Power of Real Time Marketing through Mobile at SIC2013
“Real-time Marketing” mobile
Wikipedia: Real-time marketing is marketing performed on-the-fly to determine an appropriate or optimal approach to a particular customer at a particular time and place.
Definition Definition
The Consumer
“The mobile phone. It is hard to think of any tool, any instrument, any object in history with which so many developed so close a relationship so quickly as we have with our phones. Not the knife or match, the pen or page.”!
! ! ! ! !
“Mobile is the most powerful medium available. People run their lives off mobile. It’s business, it’s personal, it’s information gathering. It’s on 24/7.”!
! ! ! ! ! !- Adidas!
Source: 2012 MMA survey of 310 American mobile users.
Always on… Definition
48% Never turn their phones off.
Boundary issues… Definition
Can’t get enough…
Getting personal…
Mobile “share of time”… Definition
Impact to purchase decision
$1.48 $4.11
$7.29
$11.33
$16.17
$21.53
2011 2012 2013 2014 2015 2016
Source: eMarketer, March 2013 Note: includes display (banners and other, rich media & video), search and messaging-based advertising; ad spending on tablets is included.
Mobile Marketing
$ in B
Maximize Loyalty Increase Revenue
Today’s Conversation
Carriers excluded from opt-in rules. …however, opt-out is lifetime.
Permission?
3 of 4
Will they come?
Millward / Brown – September 2013
Value?
68% found valuable
Millward / Brown – September 2013
Purchase Likelihood
Millward / Brown – September 2013
57%
What if Personalized?
Vibes Media– September 2013
89%
Why opt-‐out?
Vibes Media– September 2013
56%
Privacy?
47% would share locaJon
Millward / Brown – September 2013
Personal InformaJon?
Vibes Media– September 2013
My favorite brands My size
By using context (location), as well as relevant and personalized content marketers can build a better and more assertive relationship with new and existing customers.
-Mobile Marketer
Goal #1
Right Time (Place) Right Customer
Message just for me
Barriers
Efficiency, Scale & Technology
1B touches annually
Serious DM
DM, Email, SMS, MMS, Digital
Current Mix
Mobile First
Goal
Email opens on mobile device
@ 60%
Reality
…why not video?
If mobile…
Drive personalization and
context throughout customer communications
Strategy
Application & Practice
Case Study
The Welcome Campaign Objective: Increase Loyalty, decrease calls to care Target: New AT&T customers Media: Video Channel: Messaging / MMS
The Results
6% reduction in calls to customer care
A meaningful reduction in customer churn
Opt-out < 1/10th %
The best part…
…positive impressions with new AT&T customers!
Excellent marketing!
Thanks! Wow I’ve never received this much assistance before.
I could get used to this! Super helpful and super awesome way to send a message.
Love it! Thank you.
Where do we go next?
Extending the touch to include all customers
making any type of account change.
Network Enhancement Objective: Increase Loyalty & educate customers Target: New 4G LTE Markets Media: Video Channel: Messaging / MMS
Other AT&T Campaigns
Pre & post-paid Revenue & perception
National & local Value-added services
Mobile TV Objective: Revenue Target: Smart Phone Users Media: Video Channel: Messaging / MMS
MMS
The Channel
…extends the SMS in-box.
What is MMS?
>160 character text Dynamic coupons Ring tone Address Book Video Dynamic Video
Robust delivery
Where does it start?
MMS Power
Native Ubiquitous reach
Rich Media Interactive
MMS Performance
97% open rates Immediate
30% higher click-thru
