dma td 100627[2]
DESCRIPTION
TRANSCRIPT
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BUILDING MOBILE INTO YOUR CRM
Tim Dunn
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Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
1. Personal
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2. Immediate
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3. Actionable
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..and now...
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4. Social
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5. Transactional
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The current mobile landscape
• Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years
• This uptake will be driven by the need to access digital content such as social networks and video on the move
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Understanding how your users consume mobile
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Case Study: Ribena
o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM
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Case Study: Colour Catcher
o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data
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o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image
Case Study: O2
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Case Study: Walkers
o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
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Case Study: Shelter
o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly
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Case Study: Rimmel
o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web
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CAMPAIGN DEVELOPMENTTim Dunn
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Campaign Planning
o What are the campaign objectives?o Who are the target audience?o How does mobile fit into broader activityo Is there already a creative idea?
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•What kind of mobile experience can we offer?•Is there a creative idea that is relevant to our objectives?Ideation•What devices do our audience have?•Where can they be found within the mobile landscape?Audience•Decide between SMS, Mobile web, Apps etc•Promotion decisions: on-pack, ATL, mobile advertising etcChannel•Agency partners, specialists etc•What’s the follow-up strategy for consumers?Execution•What does success look like for this campaignMeasurement
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Working with mobile agencies
o You will almost inevitably have to work with at least one mobile specialist to deliver any campaigno Main players with their specialisms are listed below:
• Strategy• SMS• Mobile web• Apps• Sales
promotions• Ad response• CRM• Design + UX• Media
Planning
• SMS• Mobile web• Sales
promotions• Ad response• CRM• Creative• Media
Planning
• Strategy• Mobile web• Media
Planning
• SMS• Sales
promotions• CRM
• Strategy• Mobile web• Design + UX• Media
Planning
• SMS• Mobile web• Sales
promotions• Media Sales
• Media Planning
• Strategy• SMS• Mobile Web• Apps• Sales
Promotions• Ad response• CRM• Analytics• Design + UX• Media Planning
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The platforms
• SMS platform• Set up
keywords on shortcodes
• Set up campaigns of different types
• Send bulk messages out
• Run mobile CRM
• Suppliers:• MIG, 2ergo,
MX Telecom, WIN, Oxygen8, Velti
• Mobile CMS• Create mobile
site map• Load up
images and text on to pages
• Integrate feeds
• Review and publish
• Suppliers:• MIG, MOMAC,
Wapple, Velti
• App Studio• Create your own
app• Wireframe• Load in content
and feeds• Import bespoke
features• Publish to
multiple platforms
• Suppliers:• MIG, Grapple
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Building apps
• An app SDK is a toolkit for your imagination:
• Touchscreen with single and multiple contacts
• Three-way orientation and movement• GPS – current location and movement• Launch other functions: maps, web,
YouTube, iTunes• Feed integration• Compass• Media playing• Audio capture• Camera and photo• Contacts and viral
• Other potential features:• Social network integration• Notifications• Augmented reality• iPod integration• IM clients• Image recognition• Barcode scanning or display• In-the-picture
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Analytics
• A full suite of web-type analytics is available
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Some Design ideas
Make product view easy to navigate and implement
recommendations
If you have a product, sell it!
Don’t let your site stand still, feed it with fresh content all the
time
Simple navigation to core content areas
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More design ideas
User can manage their own settings to personalise their
experience
‘News-feed’ style view aggregates content from
blogs, social networks, and CMS
Clear and clean branding
Access to local branches or services via built in GPS
Click through to the Direct diagnosis tool
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Building a mobile site
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