integrating mobile into your marketing strategy
Post on 20-Jul-2015
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Anthony Keenan
Client Solution Professional
IBM Commerce
Integrating Mobileinto your marketing strategy
Agenda
• What is mobile marketing
• The mobile marketing opportunity
• Where to start with mobile marketing strategy
• How IBM can help
Mobile marketing definition
“Mobile marketing is promotional activity designed for delivery to
phones, smart phones and other handheld devices, usually as a
component of a multi-channel campaign.”
eConsultancy definition of mobile marketing
6
Mobile involves and incorporates the full range of previously “stationary” digital
experiences
Mobile devices offer personalized access in real-time
Wide variety of devices and access points not an excuse for a disjointed experience
Mobile is Different
Mobile habits are also key
•‘Mobile' does not just mean being able to access information. It can also means a lot of new habits.
•….habits that are only possible with an ever-present mobile device.
•These new habits are so important to marketers that Meri told us that 'habits are the new viral'.
IKEA Augmented Reality App
Tablet browsing increased and was a disproportional
percentage of retail sales during this holiday season
Mobile Marketing Summary
So, what we actually have here is a channel where you can learn
about your customers. Use that data across multiple
channels, but also communicate to mobile in multiple ways in
real-time
15
of Marketers Run
Mobile Marketing
tactics integrated as
part of campaigns
Only 21%
run mobile marketing
in silos, discretely, and
on an ad-hoc basis
and 79%
But marketers are stumbling…..
to be known
as an
individual
relevant, timely
information and
promotions
a seamless and
integrated
experience
as they move across
mobile, online, and
offline channels.
acknowledging their
interests, preferences,
behavior and
interactions.
receive personalized
content in the right
place and at the right
time for maximum
relevance.
Consumers expect…
And consumers are more demanding than ever before
Great mobile marketing requires a coordinated, governed,
and valuable engagement plan
• Strategic points:
– Coordinated, single view of
customer
– Bring value with each
message
– Understand the customer
expectations will always be
higher than capabilities
– Create programs based on
stage of life, etc.
• Tactical Point
Demonstrate value before
asking for permission
Manage frequency
Test and learn
Think globally, act locally
Illustrative Example of Mobile Coordination Map
Enabling people, process and technology for a coordinated
and efficient customer communication model is critical
Mobile Customer Engagement Framework
1
2
3
Identify all of your potential ‘mobile’ interaction points and
understand how it is part of customer experience
Brainstorm ideal mobile touchpoint scenarios. Let your brain
run wild and then set goals for mobile.
Refine your ideas, create a REASONABLE plan and set it in
motion – slow motion
• Inventory of mobile touchpoints (as-is)
• Understand how each touchpoint is part of customer interaction
patterns
1 Identify all of your potential ‘mobile’ interaction
points and understand how it is part of customer
experience
Social
Search
Web
App
Store/Branch
Point of sale
Channel
…rating their experience and posting..
…using Google to find nearest location with product
…‘target prospects’ are viewing brand message while reading
celebrity gossip website
…loyalists are downloading app for coupons and offers
…previous customers are receiving your email offers
…shoppers are using their device to get information, check prices
…shoppers are DISTRACTED from the store experience
…shoppers are using their device to get additional information
…shoppers are DISTRACTED from the store experience
Mobile Touchpoint Inventory Example
• Brainstorm concepts and ideas – relatively
unconstrained– Include mobile technologies including push, location, in-experience behaviors
– Include multiple systems and capabilities
• Set goals for each of those touchpoints– Characterize each channel (acquisition, retention, service, secondary, etc)
2Brainstorm ideal mobile touchpoint scenarios. Let
your brain run wild and then set goals for mobile.
• Layer brainstorm ideas on top of mobile touchpoints
• Identify capabilities required and goals for each step in your roll
out plan
• Create a roll out plan
• Start slow and then grow.
Refine your ideas, create a REASONABLE plan
and set it in motion – slow motion3
Web
App
Channel
* Estimated mobile interaction with the brand
Mobile web push
Responsive website design
• Drive retention and re-engagement with
app and
• Drive transactions in-store with geo-push
• Send new product promotion
announcements
Required Capabilities
and Technologies
Strategies
and Goals
• Drive website visitors deeper into
web experience
• Drive downloads of mobile
application to returning mobile
website visitors
Simple and rich push
notifications
Geo-fence capabilities
Other Channels….
Example Roll-out Plan
Delivering the mobile customer insights and experiences that
differentiate your enterprise
Gain complete mobile
visibility
to optimise the mobile
customer experience:
Find and isolate
customer problems
in mobile sessions
Segment digital traffic
by device type and
gain insight into the
content and tactics
that drive success
Gain intelligent
location based insight
into customer in-store
behaviour
Engage each
customer in a real-
time dialogue that
builds on past and
current behaviour
Tailor messages at
multiple levels –
broadcast, narrow-
cast, personalised
Create a highly effective,
device-optimised shopping
experience
Support simple, intuitive
interactions
Seamlessly extend into the
store
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