integrating mobile for a true cross channel marketing experience
DESCRIPTION
Overview of how mobile should be integrated in the cross-channel mix. See how EMI music is already using it effectively.TRANSCRIPT
1Copyright Neolane - 2009
New Generation Email Marketing: Integrating the Mobile Device
www.neolane.comOne Gateway Center
Newton, MA
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The Multi-Channel Toolkit
The relationship marketing toolkit has evolved
ChannelsTactics
BudgetingPlanningBatch&BlastCouponsPromo codes
Direct MailCall-centerIn/OutboundStores
New Tactics
Profiling/ScoringClosed-loopEvent-triggeredDialoguePersonalizationOptimizationConversion/ROI
New Channels
WebsiteEmailMobile: SMS, WAPpush, MMSRSSPOSBlogsSocial Media
Today
At the age of Web 2.0
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Mobile Technology will Help Marketers Improve the Multi-Channel Customer Experience
Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009
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Evolution of the Mobile Channel
U.S. consumers are ready for mobile marketing
New flat-rate unlimited usage plans from U.S. carriers will foster growth
Marketers are using mobile to foster cross-promotion between other media (ads, billboards, DM… like URLs)
Source: Forrester Research, Benchmark 2008: Mobile is Everywhere, July 2008
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Mobility today
2 types of SMS
Push SMS: SMS messages broadcast from the operator to the subscriber (Mobile Terminated)
Pull SMS: SMS sent from the subscriber via the network (Mobile Originated)
Operator networkSMS center
Pull Pull
Push Push
Mobile Mobile
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Three Types of Mobile Marketing Campaigns
1. SMS-Mailing Campaigns Information messaging, marketing messaging,
customer data capture, and multi-cannel processes Examples: Password reminds, funnel traffic to online
stores, update customer data, mobile+ another channel
2. SMS-Interactive Campaigns Marketing and entertainment, viral marketing, and
services; requires short # or alias Example: Games, quizzes, micro payments, ring
tones, music downloads
3. SMS-Content Campaigns Virtual ‘galleries’ of a brand for customers; fully
mobile relationship Example: music, logos, tones, images, videos, games
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About EMI Music
Mission is to connect artists with fans / consumers
Represent thousands of artists such as :
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Mobile is Totally Integrated in the Marketing Mix – Example
Push concert ticketing and merchandising
Push audio content
Push video content
Push album salesand links to online stores
Push mobile goodies
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Web-to-Mobile Actions Become Real
Result: developing a new revenue channel
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Mobile Up-Sell Campaigns
RESULTS > 25% click rate < 3% mobile opt-out 20% of the target
downloaded a logo or a ringtone
Mobile opt-inPurchase basket, category…
ListenDownload
ListenDownload
ListenDownload
Maximize online sales: combine email and WAP push on mobile phones
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Co-branded MMS promotions real time, in-store, including POS coupon
Mobile MMS Campaign - Example
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Results Exceeded Expectation
Strengthened brand through creation of personalized customer relationships
Mobile is totally integrated in the cross-channel mix…and it is only the beginning
Centralized customer database provides deep customer knowledge across channels
Reversed sales decline – in 18 months, digital and additional revenues increased substantially