“It’s not physical versus virtual – it’s which brand creates the best experience to drive an event that increases loyalty”
rian Dunn CEO Bes t Buy
Feb 2012 Mobile World Congres s S es s ion Barcelona
5
MOBILE MARKETING TRENDS
WHERE DO PEOPLE USE THEIR MOBILE DEVICES?
MOBILE PHONES PENETRATION WORLDWIDE
SMART PHONES PENETRATION WORLDWIDE
MEDIA FORMS IMPACT ON PURCHASE DECISIONS
S ource s :
InMob i - F irs t wave of m ob ile m e d ia cons um ption – Q 4 S urve y
Inte rne t S tatis tics C om pe nd ium , D e ce m be r 201 1
6
EXPECTATIONS ARE EVOLVING
RECOGNIZEDC ustom e rs want to be
acknowle d ge d and
re ward e d .
INFORMEDC ustom e rs know your
prod ucts , and your
com pe titors prod ucts .
COMPAREC ustom e rs e valuate custom e r
se rvice across ind us trie s .
INSTANT GRATIFICATIONC ustom e rs are all about
NO W.
VALUEDC ustom e rs e xpe ct value from
the ir inte raction with your
brand .
SOCIALC ustom e rs are socially
inte rconne cte d
7
SOCIALSocial media is now a primary channel for communicating and servicing your customers.
LOCALLeverage location based marketing to target the right message in right time at the right location
MOBILEMobile bridges the social and location with personalization that was never possible before
SO ARE SERVICING TECHNOLOGIES
8
CUSTOMER SERVICE IS ACOMPETITIVE ADVANTAGE
P/E Ratio of brands with exceptional cus tomer service vs Indus try Average
S ource : Yahoo F inance , 4.27.1 2
10
FACE2FACE VOICE CHAT IVR APP BROWSERSOCIAL TEXT
$26.00 $7.00 $1.50 $0.25 $0.20 $0.15 $0.12 $0.01
• Personal•Persuade•Complex
• Interactive• Un-obtrusive
• Easy• Natural language driven
• Rich•Controlled experience• Secure
• Rich•Complex• Probing
• Viral• Social Trust
• Rich Medial
• 95% open rate• Minimal connectivity required
•Impractical
• Scale
•Impersonal
• Limited complexity
•Requires download
• Repeat usage
• Control
• Data Mine limits
• Security• Uncontrol-able• Viral
• Connect-ivity
•Requires Opt-In• 160 character limit
• Scale• Limited customer adoption
UNDERSTANDING CROSS-CHANNELCOST, BENEFITS & CHALLENGES
COS T:
BENEFITS :
CHALLENGE:
How can I create an effective multi-channel strategy to optimally service my customers, while driving loyalty and revenue?
11
Leverage the bes t features Leverage the bes t features each channel offers to drive each channel offers to drive usage and engagement usage and engagement
14
Streamline service Streamline service communication and communication and offers /promotions offers /promotions across dealer networkacross dealer network
THE CHALLENGE THE SOL UT ION
Messages sentMessages sent
RESULTS
Drive Opt-in user base through Drive Opt-in user base through acquisition, dealer network, and acquisition, dealer network, and phone response channelsphone response channels
Establish triggered & scheduled Establish triggered & scheduled messages to support service and messages to support service and resale lifecycle delivered by resale lifecycle delivered by rules-based engine integrated rules-based engine integrated with Tata’s CRM system: with Tata’s CRM system:
2.2.service alerts, service alerts,
3.3.promotions / offers, promotions / offers,
4.4.new vehicle announcements)new vehicle announcements)
30,000,00030,000,000Service Service
notifications notifications
reduced inbound reduced inbound
and outbound and outbound
dealer callsdealer calls
Your ACE JH1OX 6290 is ready after service. Please contact your service advisor at 9500336001for taking delivery.
Ensure the content and user Ensure the content and user experience acros s channels are experience acros s channels are ––
• Cons is tentCons is tent• AvailableAvailable• Accurate Accurate
16
Shift from outbound call to Shift from outbound call to mobile engagement to mobile engagement to showcase Ford’s lineup and showcase Ford’s lineup and make it easier for consumers make it easier for consumers to research and purchase to research and purchase vehicles across channels.vehicles across channels.
THE CHALLENGE THE SOLUTION
Page viewsPage views
RESULT
App-like navigation App-like navigation (360° views of vehicles, (360° views of vehicles, rotating cube, etc.) on rotating cube, etc.) on sophisticated HTML5-sophisticated HTML5-based m.ford.combased m.ford.com
““Locate a Dealer”Locate a Dealer” ““Search Dealer Search Dealer
Inventory” Inventory” SMS your address to SMS your address to
schedule a test drive schedule a test drive Price comparison linksPrice comparison links Opt in to find out moreOpt in to find out more Social mediaSocial media
100M+100M+Time spent per visit Time spent per visit vs. industry averagevs. industry average
2x2x
Enable communication acros s Enable communication acros s channels to provide a holis tic support channels to provide a holis tic support sys tem for your cus tomerssys tem for your cus tomers
Click to call or chatC lick to call or chat Text to call or chatText to call or chat IVR supportIVR support……many moremany more
Provide cus tomers with multiple Provide cus tomers with multiple options to communicate with your options to communicate with your brand and pick the one they are mos t brand and pick the one they are mos t comfortable with!comfortable with!
Facilitate 100% availabilityFacilitate 100% availability17
OBJECT IVEDrive traffic to the mobile s ite, and Drive traffic to the mobile s ite, and engage users to S MS sweeps takes engage users to S MS sweeps takes & community through: & community through:
18
RESULT
Total page Total page viewsviews
+345k+345kTotal S ite Total S ite vis itorsvis itors
+131k+131kTotal Click Total Click ThroughThrough
+182k+182kAverage S MS Average S MS
per Us erper Us er
2.292.29MOBILE S ITE MOB ILE MED IA SMS
• Use Incentives :Use Incentives : wallpape r d ownload s , wallpape r d ownload s ,
swe e pstake e ntrie s and traile r vie ws swe e pstake e ntrie s and traile r vie ws
• Text-to-ActionsText-to-Actions in in magazinesmagazines , ,
newspapers newspapers andand pos ters pos ters e ach with e ach with
d iffe re nt ke yword s d iffe re nt ke yword s
• Links to ticket purchase Links to ticket purchase s ite s & s ite s & cinema cinema location location find e rsfind e rs
• Unique Channel tracking Unique Channel tracking spe cific to s pe cific to
e ach channe l and m e d ia to le arn & e ach channe l and m e d ia to le arn &
optim ize pe rform ance . optim ize pe rform ance .
• Put Put cus tomers at the centre cus tomers at the centre of your s trategyof your s trategy
• Define your Define your rules of engagement rules of engagement per channelper channel
• Measure, Measure, analys e and optimize analys e and optimize (repeat)(repeat)
• Inves t and Inves t and resource resource appropriatelyappropriately
GETTING IT RIGHT
21
v v
RIGHT OBJECTIVESRIGHT OBJECTIVES
Volum e
C ost
R e ve nue
S atis faction
Loyalty
What are you optimizing for?What are you optimizing for?
R obust C R M
S e gm e ntation
Ad option
Maturity
RIGHT CUSTOMERSRIGHT CUSTOMERSWho are you optimizing for?Who are you optimizing for?
RIGHT CHANNELSRIGHT CHANNELSWhat channels to use?What channels to use?
MUL
TI-C
HANN
EL EN
GAGE
MEN
T
22
MobileMobileWebsiteWebsite
Shortcode/Shortcode/Phone number Phone number
WebsiteWebsite SponsoredSponsoredeventsevents OutdoorOutdoor PackagePackage
Bran
d pr
esen
ceto
uchp
oints MobileMobile
WebWebTelephony/Telephony/MessagingMessaging
MobileMobileApplicationsApplications WebWeb TV/ RadioTV/ Radio StoreStore PrintPrint
MediaMediaOutdoorOutdoorMediaMedia
Med
ia
Rich MediaAd Unit
TV Spot
Social Gamesproduct placement
QR code enabled Print Ad
In-Store Poster
InteractiveBillboard
80800
S om e th ing cnge d
tod ay. S O D A bottle s
are now com ing with
h id d e n cod e s und e r
the cap. R e d e e m
the cod e s to collect
po ints and win cool
prize s !
PrintPrint
MobileMobileWebWeb
Telephony/Telephony/MessagingMessaging
MobileMobileApplicationsApplications WebWeb TV/RadioTV/Radio Store/Store/
packagepackagePrintPrintMediaMedia
Outdoor media/Outdoor media/EventsEvents
Inte
ract
ion
Registration+10 points
1
2
3
4
5
23 Personalized challenges +80 points
24
80800
Thanks ! You now have 50entrie s !
D o you know which fam ous actre s s
s tarring in our TV s pot? R eply with
A) M .Fox or B) C .The ron for 20
bonus e ntries
C ongratulations ! You now
have 70e ntrie s
C XV5342445
A
Resu
lts
24
Redemption Rate: 25%-35%
Participation: 50% -70%
Revenue /Customer: 10%-15%
Reduced Attrition: 15%-25%%
Sodaconsumer profile
Sodaconsumer profile
LimeCola
2.1%1.4%
%4.3 m2.1 m
0.7 m
1.4 m0.9 m
Mobile Web
Messaging
Mobile App
Web
Sponsored Events
45 %Mobile Web
32 %Messaging
18 % Web
3.5 %Mobile App
1.5 %Sponsored Events
Orange
2.3%
NASDAQ Traded: VELT1000+ employees, including 450+ engineers$185MM+ in 2011 revenueOver 3,500 campaigns in 2011450 global brand, agency and mobile operator customers2.5 billion consumers per month reachable through Velti’s platformsOperations in 35 countriesDeliver both Managed Service & SaaS solutions
We work with some of the World’s Largest Brands…
With the scale & experience to deliver complex mobile marketing solutions
WE ARE VELTI
IT’S BEENReach me at [email protected], #derekfmartin, or my blog, http://beterbusinessbanter.comBe sure to visit www.velti.com for more information and to read our blog on mobile marketing insights
26