5 Ways To Nurture Profitable Customer Relationships Through Mobile Messaging
Presented by: Waterfall!April 25, 2014 Putting mobile at the heart of marketing
Michael Becker Co-founder & North American CEO
Michael Ahearn VP Customer Development
YOUR SPEAKERS
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
Q&A
Don’t forget to Tweet about this session using hashtag:
#mCordis, #Waterfall, #personalizemobile,
@mobiledirect, @Waterfall, @ahearnwaterfall
© 2014 Waterfall. Proprietary and Confidential.
Waterfall
Personalized Engagementis a compelling message sent
... at the opportune time
... in the correct format
... to a precise location
... that incites action.
Company• Founded August 2005 • Offices in SFO (HQ), Austin, Atlanta Boston & NYC • Backed by Vista Equity Partners • Cross-channel mobile & social CRM via SMS, MMS,
IVR, Passbook, 2D Codes, Push, Coupons & Social
• SaaS platform via waterfall.com • API via apidocs.waterfall.com • Customizable support and account management • Clients include 7-Eleven, Pizza Hut, Anheuser-
Busch, LG, Constant Contact and the U.S. Army
Solutions
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
The Mobile Customer Advantage
Mobile is Preferred.75% of consumers prefer receiving ads via SMS. The opt-out rate for mobile messaging is less than 2%.
Sources: Smart Insights, eMarketer MarketingProfs: 2013 / Techcrunch, Microsoft: 2012
98 PERCENT
Percentage of Subscribers That View
Opt-in SMS
20 PERCENT
Opt-in Email
16 PERCENT
Facebook Updates
29 PERCENT
Tweets
ResponseTime
Mobile is Personal. The average American has 1 cell number, versus 3 email accounts (with an average 200 unread emails).
Opt-in SMS
Opt-in Email
90 SECS
2.5 DAYS
© 2014 Waterfall. Proprietary and Confidential.
Effectiveness Of Mobile Marketing
Source: Salesforce, State of Marketing, 2014
5%
49% 30%
16%
How effective has it been to integrate mobile into your overall marketing programs?
16% Extremely Effective
30% Very Effective
49% Somewhat Effective
05% Not Very Effective
00% Not Effective
© 2014 Waterfall. Proprietary and Confidential.
The Future Of Mobile Customer Engagement
88 PERCENT
Customers interested in mobile commerce
26 PERCENT
Customers already receiving SMS or MMS coupons
58 PERCENT
Customers willing to share personalization information
for better rewards
Source: Yankee Group, 2014 Consumer Survey, March
© 2014 Waterfall. Proprietary and Confidential.
The Five Steps
Easy-to-implement tactics for nurturing profitable customer relationships via mobile messaging:
1. Integrate mobile messaging with third party software or database systems.
2. Modernize messaging for today's tech-savvy customers.
3. Personalize content to better engage a target audience.
4. Drive interactive conversations focused on inciting customer action.
5. Design mobile messaging analytics to facilitate iteration and improvement.
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Mobilize an email customer database.
• Increase conversion rates and engagement.
Strategy:
• Customer information captured upon sign-up via any mobile or online channel.
• New data synced with CRM in real-time.
• Email-capture campaigns launched via SMS.
• Targeted outbound messaging and metadata synced to mobile CRM.
• Action Alert emails extended to mobile via “Reply Y” and emoji.
Results:
• Exponential month-over-month mobile subscriber database growth.
• Campaigns: average > 20% conversion rate, with ~50% acting within two minutes.
Case Study: PETA
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
Implement Mobile CRM The Right Way
CRAWLIntegrate mobile messaging with existing lists and marketing databases (oh, hello email).
WALKCapture profile and preference info upon mobile opt-in to launch segmentation and personalization.
RUN Integrate mobile messaging into existing CRM and analytics systems.
FLY Deliver dynamic, on-the-fly, personalized and rich content.
© 2014 Waterfall. Proprietary and Confidential.
Immediate Opportunities: Do What You Already Do (Only Better)
Email Lists
CRM
Profile/Preferences via Web
Batch Segmentation
Integrated Segmentation Capabilities
Personalized Content
Learning & Optimization
© 2014 Waterfall. Proprietary and Confidential.
Move From “Off-the-Rack” to Tailored Content
The old: “Off-the-Rack” Messaging - same message blast to everyone
Keyword based opt-in
One-offs: Voting, Offers
Sweepstakes/Instant Win
One-size-fits-all group blasts
Keyword based
Some segments via unique keywords or area code
The new: Tailored Messaging - personalized relevance
Web-based profile/preference capture at opt-in
Integration with existing customer data systems
Database driven segmentation: behavior, history, profile, preference, location
1-to-1 personalization of text and rich media content
© 2014 Waterfall. Proprietary and Confidential.
The Connected Customers’ Journey
Account Creation
Web Profile/Pref Capture
Mobile Number Capture: incentives to marry mobile
# to existing database customer file
(CTA in email, web, social)
NEW CUSTOMER
EXISTING CUSTOMER
Existing Lists or CRM System
Mobile Messaging Platform w/segments
© 2014 Waterfall. Proprietary and Confidential.
Perfecting Mobile: Evolution, Not Revolution
Partnerships: partner with market leaders who can help you mobile-enable your existing infrastructure and capabilities
Strategy: build roadmap for mobile that fits your company’s marketing & business objectives
Internal Resources: budget for internal mobile leaders to spread expertise company-wide
Capabilities: source toolsets for in-house mobile messaging execution
Prioritize: identify the most important initiatives that have measurable results
Required Mindset: family (not fiefdoms)—form cross-functional teams
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Acquire new customers.
• Develop experience launching an acquisition campaign using emerging media.
Strategy:
• Text-to-win promoted during “Try BART Week;” geared toward acquiring new riders.
• Follow-up included various experimental messaging campaigns to transform new customers into long-term riders.
Results:
• BART CCO Linton Johnson:
• “You couldn’t buy that much good press or goodwill from customers.”
• “Nearly every day that week we were in the news and that contributed to the healthy increase in ridership. Our goal now is to keep those customers, and it looks good - ridership is up vs. last year.”
Case Study: BART
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Build a compliant mobile customer database.
• Increase sales and customer loyalty.
Strategy:
• Implemented cross-channel mobile marketing including mobile messaging, mobile web and QR codes.
• Call to actions incentivized opt-ins through the use of instant-win functionality.
• Customized logic automatically optimized prize distribution to vast customer base.
Results:
• Mobile opt-ins in the hundreds of thousands and tens of millions mobile coupons redeemed.
• Increased subscriber database by multiple thousands per day.
• Opt-out rate remained less than 2%.
Case Study: Lane Bryant
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
Source: Aberdeen, 2010; etailing Group & MyBuys 2013; Experian 2013
54%46% Consumers are 46% more likely to buy from retailers that personalize customer content.
43%57% Personalized email is 57% more effective at generating customer return and produces 6X transaction rates and revenue.
The Necessity Of Personalization
34%66%Percentage of consumers who expect a personalized experience from retailers.
© 2014 Waterfall. Proprietary and Confidential.
Source: eConsultancy, 2013
87%13% Percentage of companies that deliver a personalized mobile experience.
57%43%Percentage of companies that deliver a personalized desktop experience.
54% of companies plan to adopt personalization for mobile in the next 12 months.
Personalization For Mobile Marketing
© 2014 Waterfall. Proprietary and Confidential.
Inciting Action with Relevance: Create Messages That Give A Damn
Profile
Preferences
History
Behavior
Demographic
Technographic
Social Profile
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Build a compliant mobile customer database.
• Increase sales and customer loyalty.
Strategy:
• Integrated mobile sign-up into existing online customer registration process.
• Deployed mobile CTAs onto existing marketing channels, e.g. social, print and in-store.
• Captured location data upon opt in.
• Synchronized subscriber data between mobile and ESP to maximize capabilities for CRM.
Results:
• Exponential month-over-month mobile subscriber database growth since April 2013.
• Location-based coupons allow franchisees in any given location to opt-out of a specific promotion.
• Thousands of coupons redeemed in-store and online monthly.
Case Study: Pizza Hut
Live example: Text HUT to 69488
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Build a compliant mobile customer database.
• Deliver mobile coupons integrated with existing point of sale.
• Increase brand awareness, sales and loyalty.
Strategy:
• Promoted mobile opt-in online and in-store.
• Integrated with existing loyalty program fulfillment technology providers.
• Offered free product incentive upon opt-in through integration with point of sale technology.
Results:
• Triple-digit list growth since program launch.
• Thousands of monthly loyalty transactions.
• Hundreds of thousands of Slurpees purchased via mobile messaging over 2-month time frame.
Case Study: 7-Eleven
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
Messaging Customers Love: Some Sizzle with Your Steak
Gamification
Interactive Web Experience
MMS
Get Emojified
Social Sharing
Consumer-generated Content
Send to Friend
123-45
© 2014 Waterfall. Proprietary and Confidential.
Case In Point: Mobile Coupon Gamification
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Build a mobile database to increase sales and customer loyalty.
• Unify brick-and-mortar with online marketing.
Strategy:
• Empowered retail employees to grow database.
• Each store received unique opt-in keyword for associates to promote to customers.
• Employee incentives awarded weekly for most opt-ins.
• Mobile messaging activated social networks.
• Personalized content using store, first name and other segmentation data.
Results:
• Tripled mobile subscriber database with average 44% opt-in rate per store.
• Mobile grew Facebook fans 600%.
Case Study: Ashley Stewart
1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
Actionable Insights for Iteration: What You Should (and Can) Measure
Mobile Carrier Data
Mobile Analytics Data
A/B Splits
Mobile Results Data (redemption)
Channel Value
Customer Lifetime Value
© 2014 Waterfall. Proprietary and Confidential.
Case In Point: Mobile Dashboard With Cross-channel Integration
© 2014 Waterfall. Proprietary and Confidential.
Goals:
• Empower local recruiters with mobile technology.
• Effectively personally engage millennials.
Strategy:
• Developed a custom platform for recruiters to build SMS database and create campaigns focused on regional recruiting.
• Inserted pre-approved content to comply with U.S. army administrative guidelines (e.g. trivia, parental guide, ASVAB, MOS info, local follow-up).
• Partner with U.S. Army agency, MRM Worldwide, to create training materials and conduct webinars that disseminated mobile marketing education and best practices.
Results:
• Marked improvement across all regional recruiting outlets.
• Ease HR management by tracking individual recruiters’ success driving opt-ins.
Case Study: The U.S. Army
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1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar
© 2014 Waterfall. Proprietary and Confidential.
One Channel To Unify Them All…
Mobile is the Silo Buster
Breaks down walls across email, television, radio, social, print, direct mail, online. Everything.
© 2014 Waterfall. Proprietary and Confidential.
Support
Sales Marketing
Communications
…One Channel To Bind Them
Mobile is the Silo Buster
Binds departments, e.g. Marketing, Sales, Support & Communications, by providing Scale Economies and Data Synergies.
© 2014 Waterfall. Proprietary and Confidential.
Start increasing mobile ROI now: The Big Picture
Mobile messaging provides glue for engagement
Mobile is an evolution, not a revolution
Focus on mobile-enabled, not marketing
All marketing channels are mobile
Know your customers, and communicate using data
Measure mobile messaging and its effects
Learn and iterate
© 2014 Waterfall. Proprietary and Confidential.
How Bizarre
Source: Mary Meeker KPCB 2012 adapted by Bill Gross; Derek Thompson The Atlantic May 31, 2012
23
18
1
3
© 2014 Waterfall. Proprietary and Confidential.
Art Of The Call To Action
Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI.
http://artofthecta.com/
© 2014 Waterfall. Proprietary and Confidential.
The Five Steps
Easy-to-implement tactics for nurturing profitable customer relationships via mobile messaging:
1. Integrate mobile messaging with third party software or database systems.
2. Modernize messaging for today's tech-savvy customers.
3. Personalize content to better engage a target audience.
4. Drive interactive conversations focused on inciting customer action.
5. Design mobile messaging analytics to facilitate iteration and improvement.
© 2014 Waterfall. Proprietary and Confidential.
CHI 6/17NYC 6/04SF 5/13
Nurturing Profitable Customer Relationships Via Mobile Messaging
Part of the Mobile Marketing Thought Leadership Series presented by Waterfall and mCordis
Request an invite @ bit.ly/waterfallmcordis
© 2014 Waterfall. Proprietary and Confidential.
Further Research For market statistics and best practices, please:
Read the latest post on our blog @ waterfall.com/blog Research your most pressing need @ waterfall.com/library
!
!
!
Contact Michael Ahearn [email protected]
Don’t Just Message. Have a Conversation.
© 2014 Waterfall. Proprietary and Confidential.
Addendum Mobile Marketing Stats
© 2014 Waterfall. Proprietary and Confidential.
Source: mLightenment, 2013
Mobile Marketing Spending In The U.S.
2010 2011 2012 2013 2014 2015
$7,686
$5,910
$4,273
$2,964
$1,878
$1,248
$9,207
$7,078
$4,871
$3,060$1,743
$991$2,912$2,174
$1,312$669$336$166
Mobile Direct Response Enhanced AdvertisingMobile Media AdvertisingMobile CRM
$2,405
$3,957
$6,693
$10,456
$15,162
$19,806 52%
44%
77%
56%
CAGR
Millions of Dollars
© 2014 Waterfall. Proprietary and Confidential.
Source: mLightenment, 2013
2010 2012 Chg
Television 89.5% 88.3% -1%
Desktop PC 62.5% 58.1% -4%
Radio 60.6% 58.8% -2%
Newspapers 38.6% 36.1% -3%
Magazines 28.6% 24.8% -4%
Mobile Device 84.2% 89% +5%
Share of U.S. Adult Population Reached
© 2014 Waterfall. Proprietary and Confidential.
What’s The Primary Use of a Handset?
0
200
400
600
800
1000
1200
1400
1600
1800
Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q4 2011 Q4 2012 Q4 2013
PCs Smartphones Tablets
Source: Enders Analysis, 2014
Estimated Global Installed Base (m.)
© 2014 Waterfall. Proprietary and Confidential.
Source: Salesforce, State of Marketing, 2014
Current Growth of Digital Marketing Budgets
98% of marketers plan to increase or maintain their budgets for 2014.
SMS / MMS
Social
Push
Display
SEM / SEO
Mobile Ads
Automation
0% 25% 50% 75% 100%
31%
34%
39%
44%
32%
36%
33%
38%
60%
55%
54%
43%
49%
57%
53%
58%
IncreaseRemain SameDon't KnowDecrease
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