mobile crm presentation to mobile marketing live 2013 event
DESCRIPTION
Today’s mobile customers are more promiscuous than ever. 84% on smartphone owners use the mobile whilst shopping, and are more likely to believe the ratings and reviews of others than the brand promise. This session looks at how mobile has become the battleground for retaining and converting your customers with personalised, time and location sensitive triggers to drive footfall, engagement and basket spend.TRANSCRIPT
© Burner Mobile 2013 @burner_mobile
Rob Thurner, Burner Mobile!
3 October 2013!
Mobile CRM – Winning trust and long term loyalty
© Burner Mobile 2013 @burner_mobile
Rob Thurner - Mobile consultant, author, trainer
Ø 10 years in mobile
Ø Consultant, Burner Mobile
-‐ American Express, Barclaycard, BeAair, Heineken, Ladbrokes, Richemont
Ø Author, Mobile Guides
-‐ 10 key decisions for mCommerce success
-‐ Winning with Mobile: CreaMng a strategy for Mobile MarkeMng, Mobile Commerce and Mobile CRM
Ø Digital Tutor and Trainer
-‐ Clients direct, IDM, IAB, Econsultancy, Emarketeers
© Burner Mobile 2013 @burner_mobile
The traditional funnel
© Burner Mobile 2013 @burner_mobile
Customer journeys – now more complex!
© Burner Mobile 2013 @burner_mobile
What’s their mobile behaviour?!
© Burner Mobile 2013 @burner_mobile
Which segment do they belong to?!
© Burner Mobile 2013 @burner_mobile
SEO Terms Used
Call centre inquiries
Site logs
Orders
Email/Mobile response rate
Data Warehouse
Single Customer
View
Standard Business
Intelligence Tool
Mobile : The Holy Grail?
© Burner Mobile 2013 @burner_mobile
Mobile’s unique strengths!
Build !the largest connected !
audience!!
Automate!a customer lifecycle !messaging program!
!
Use Intelligence!to increase productivity!
and relevance!
Engage!drive the right content!
in the right time & place!!
© Burner Mobile 2013 @burner_mobile
Focus on customer acquisition!
Mobile advertising
Site +app development
Social Mobile Mobile PPC
© Burner Mobile 2013 @burner_mobile
Focus on long term loyalty!
Mobile advertising
Basic app-development
Messaging
Data Integration
CRM & Loyalty Programmes
Coupons
Social Mobile Mobile PPC
© Burner Mobile 2013 @burner_mobile
Capture and analyse customer data!
© Burner Mobile 2013 @burner_mobile Source: Weve
Weve : mobile one-stop-shop
© Burner Mobile 2013 @burner_mobile Source: Weve
Results with Weve
Ø Target > 15m opted in audience
Ø Messaging achieves CPA targets ~ £25 -‐ £120
Ø Typical CTR’s range from 0.1% – 2.5%
© Burner Mobile 2013 @burner_mobile
Mobile Engagement
Registration Page
App install
Dwell time on mobile
site
Browse product page
Email sign up
Drive Call Centre traffic
Ratings & Reviews
What’s your objective?!
© Burner Mobile 2013 @burner_mobile
Choosing the right CRM channel !
Source: Adobe Neolane
© Burner Mobile 2013 @burner_mobile
SMS alerts : drive sales!
© Burner Mobile 2013 @burner_mobile
Email : re-engage lapsed users!
© Burner Mobile 2013 @burner_mobile
Ø Log in to a local Domino’s on Foursquare and receive a free side order (when spending over £10)
Ø Foursquare Mayor gets a free Pizza every week
Ø Domino’s UK increases pre-‐tax profit by nearly 29%, aeributed to social media iniMaMves and Foursquare promoMon
“ We have led the way with social media iniMaMves ... the development of a link up with Foursquare offers a dual benefit of driving pizza sales online and building customer loyalty.”
Domino’s UK CEO Chris Moore
Foursquare deals - drive sales & loyalty !!
Source: www.mashable.com
© Burner Mobile 2013 @burner_mobile
Harvester : coupons!
Banner advertising
Unique voucher
code issued
Mobile landing page
Added to Apple
Passbook
POS redemption
Reporting
29.5k 16k 690
Page Visits Offers Issued Offers Redeemed
Redemption rate: 4.3%
£3.41
Cost per Redemption
Conversion rate: 54%
Results:
Source: Eagle Eye SoluMons
© Burner Mobile 2013 @burner_mobile
Ø Check and charge up your Starbucks Card
Ø Pay with your iPhone or iPod Touch at U.S. Starbucks stores
Ø Locate a mobile payment Starbucks near you
Ø Track your Starbucks Rewards program
Starbucks Card Mobile fastest, easiest way to pay
© Burner Mobile 2013 @burner_mobile
Sites : tracking user journeys
Ø Which pages will improve leads?
Ø Where are quick wins in improving conversion?
© Burner Mobile 2013 @burner_mobile
Conversion Rate Optimisation ! Constant improvement!
© Burner Mobile 2013 @burner_mobile
Apps : tracking user journeys !
Source: Localytics Demo
© Burner Mobile 2013 @burner_mobile
Deliver offers to re-engage !
Source: Localytics Demo
© Burner Mobile 2013 @burner_mobile
In-app push notifications
• Timely • Relevant • Useful
• Preferences • Location • Behaviour • Location
history
Her profile Your content
10 x greater response rate than email 8 x faster bookings compared to other channels 4 x app engagement for push v non-push sample
Results reported from customers:
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Segmentation: Location & profiles
Location history Current location
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
User preferences Data integration
CRM POS Favorites Purchases
Mobile behaviour
Device info
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Automated responses
If VIP:
If not VIP:
Apply to the VIP Club for a chance to win backstage passes!
VIPs: Meet U2 backstage at the MGM Grand
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Macy’s – pushing targeted offers !(Segment based)!
Use existing content Enable customers to add offers to Passbook
Make offers more actionable
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Burberry – promoting store opening!(Location based)
Use location, preferences, and purchasing history to segment
audiences
Delight users with highly contextual messages
The Burberry Store Opening Event is today in the Macy's Herald Square Store!!
Macy’s!
Encourage in-store visits
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Are Audi A4s really that horrible to drive?
...drives like there is a drunk behind the wheel
I feel ripped off – even though the game was free! Just like a real A4
– it’s boring and tedious
Capturing and sharing reviews
© Burner Mobile 2013 @burner_mobile
Yelp – independent and trusted!
© Burner Mobile 2013 @burner_mobile
Mobile integration!
© Burner Mobile 2013 @burner_mobile
Mobile resource – Amazon ebook!
© Burner Mobile 2013 @burner_mobile
[email protected] www.burnermobile.com
+44 7793 804419 @burner_mobile
Thank you