Integrating Mobile into Your Marketing Strategy

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Post on 20-Jul-2015




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