mobile customer experience by rob townsend
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
Welcome to
Mobile Customer Experience Mobile Messaging is integral
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Rob Townsend Marketing & Communications Director
Andy Heming Business Development
Manager
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agenda
• A little bit about us • The Mobile Customer Experience Report
Insight from our new White Book • Benefiting from an -in • Building your Mobile Engagement Model
Applying CRM to Messaging • Building your Mobile Engagement Model • Q&A
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UK's leading business SMS service provider. Deliver your news, alerts, confirmations & offers easily. Award-winning platform Messenger and expert support
A little bit about us
All your mobile news, & discussions on LinkedIn
Messenger and your marketing mix • Send & receive SMS • Connect CRM systems via our API • Short codes and keywords • Attachments Video, PPT, PDF • Mobile web pages & sites • Vouchers & ticketing • Surveys & Data capture forms
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Easily get started with our wizard tools • Price Promise = best value every time • Free Account Management • Round the clock support • No Contracts & no software to download
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The UK has spoken
Using mobile effectively in multichannel marketing world. The first meaningful regionally representative report on Mobile Customer Experience in the UK. Interviewed hundreds of businesses and thousands of consumers across the UK in March 2013 on their views about mobile marketing and mobile customer experience
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Reach and effective contribution
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touchpoints.
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The Mobile Market
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By 2015, iPhone users will increase to 12.5 million, while the total number of Android users will leap to 37.9 million 60% of the total UK smartphone market will be made up of these two operating systems. Building for 2015 represents a huge opportunity In 5 years, M-commerce in the UK has grown to an expected worth £6.61 bn in 2013, naturally all smartphone
Feature-phone/legacy-phone market
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Opt-in universe
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85 million active UK mobile subscriptions. There are near 28 million opt-35.3 million by 2015 SMS is best 99.9% of all messages read, with 95% read within 3 minutes SMS is the only sure-fire way to reach them given type of handset/OS
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Mobile data capture is the new king
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With 55% of businesses adopting an opt-in approach, they still need to be capturing
33.2% have launched a mobile site but surprisingly only 20% have developed an App. 25% utilise QR codes. Only 20% using short codes. Augmented reality is of little interest.
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Trusted businesses
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The most trusted businesses to send mobile users communications are those based in the health sector, such as doctors and dentists, attracting 29% of respondents. This was followed by a number of sectors all appealing to 14% of respondents: Restaurants, Bars & Clubs, Finance & Insurance, and utility companies. Then Travel and Retail.
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Build your Mobile Engagement Model
Create Touchpoints
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Your Brand
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Key Word on Short Code
Social Connect
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Messenger
Email to SMS Ticketing & Vouchers
Auto-Schedule/Validity
Direct Inbound Number
SMS
Attachments
Reporting
Mobile Web Pages & Mobile Sites
Social Connect
Segmentation
Mobile Surveys, Data Capture Forms
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Extend segmentation build their mobile profile
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She works in marketing
H skool
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Extend Mobile Segmentation
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The Socialite
The Hunter Sharer
The Organiser The Explorer
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Most useful messages from businesses
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1. Appointment reminders 2. Order confirmations 3. Offers/Discounts/Promotions 4. Delivery/Service call confirmation
In app offers, not well received are sometimes perceived as invasive
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Best send time for consumers
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During weekdays consumers favour messages sent between 07.00 09.00 But remarkably anytime over the weekend is cited as the most favourable time to receive messages Forget the learnings from best email send times!!
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Frequency of sends for businesses
Consumers will accept more communications but alarming
Only 16% of businesses have age, gender, location and preferences Only 6% integrate with a CRM platform Our platform Messenger can integrate all of your segments
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13 Sectors, Campaign tips
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OVER 120,000 BUSINESSES
Rob Townsend Marketing & Communications Director [email protected] Andy Heming Business Development Manager [email protected]
Q & A
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Visit Stand B32
Grab your FREE copy Visit us at Stand B32