retail mobile marketing webinar
DESCRIPTION
When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult.This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.TRANSCRIPT
Waterfall Industry* Insights
Kane Russell, VP of MarketingWaterfall Mobile
* Retail Mobile Marketing
Waterfall Mobile and the 3.0 Platform
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Austin๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & Twitter
๏ Stay updated @ waterfallmobile.com๏ Mobile personalized engagement๏ Custom application development๏ Short code provisioning, certification
& audit management
3.0
Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways
Digital Channel Reach
Source: Mashable, 2012
98%
SMS Opened
FB News Feed Viewed
16%
Tweets Viewed
29%12%
Emails Opened
Digital Marketing Growth in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590$2,468$2,262$2,066$1,875$1,694$1,510
Email marke1ngSocial media marke1ngMobile marke1ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
Mobile Coupon Adoption Rate
Source: eMarketer, 2012
2010 2011 2012 2013
35.628.7
19.813.3
96.892.588.283.6
CAGR
5%
39%
Projected Users, USA (millions)
Online Coupons Mobile Coupons
Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways
Retail Mobile Marketing Strategy
Which best describes your mobile strategy?
Source: Forrester, 2011
Don’t have a strategy
Early stage, developing a strategy
Have a strategy
Have a strategy, starting to refine
Have a strategy, currently refining9%
29%
19%
9%
34%
Retail Mobile Marketing Objectives
What are your company’s objectives for mobile?
Source: Forrester, 2011
SmartphoneTablets
Drive sales to websiteImprove customer satisfaction
Develop brand loyaltyBe a ready source of info
Improve customer acquisitionImprove customer retention
Drive traffic in other channelsKeep up with competitors
Learn from mobileDrive sign ups
Location-based targetingReal-time marketing
Drive 1:1 dialoguesReduce SG&A costs 6%
19%
26%
22%
35%
41%
48%
46%
56%
57%
61%
65%
65%
87%
6%
23%
28%
31%
37%
43%
49%
49%
54%
58%
62%
63%
63%
82%
Retail Mobile Marketing Objectives
How do you measure the success of your mobile strategy?
Source: Forrester, 2011
Mobile site traffic
Revenue via mobile
Average order value
Number of mobile app downloads
Product searches via mobile
Number of opted in mobile consumers
Repeat visits/logins
Mobile site/app satisfaction
Number of alerts sent to mobile 8%
14%
20%
20%
20%
32%
54%
75%
80%
Goal of Retail Mobile Marketing
Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission.
Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.
Channels
Brand
Channel Channel
Channel Brand}}CONSUMER
CONSUMER
Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways
Lane Bryant Instant Win
Takeaways:
Takeaways ...
Do• Use immediacy within
mobile environment• Integrate with POS• Speak in the language of
the consumer
Don’t• Fail to preplan ongoing
strategy
Lane Bryant Instant Win
Example: One off Engagement
Forever 21 Mobile Club
Takeaways ...
Do• Drive participation with
non-monetary and monetary incentives
Don’t• Fail to promote across
channels
Forever 21 Mobile Club
Takeaways ...
Do• Drive participation with
non-monetary and monetary incentives
Don’t• Fail to promote across
channels
Example: Call to Action Proliferation
Home Depot Scan For More Martha
Home Depot Scan For More Martha
Takeaways ...
Do• Make user experience
as seamless as possible:‣ Incentive; integration;
alternative path; mobile optimized
Don’t• Focus only on
immediate term customer value
Sephora Scan. Watch. Learn.
Sephora Scan. Watch. Learn.
Do• Custom brand 2D
codes when possible
Takeaways ...
Don’t• Fail to guide
consumers through a brand story
Source: eMarketer, 2012
QR Code Penetration
US Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And Penetration
2011 2012 2013 2014
Adult 2D code users (millions) 21.20 26.37 32.49 38.57
% increase from previous year 146.9% 24.4% 23.2% 18.7%
% adult smartphone user penetration 25% 25% 26% 27%
% adult mobile user penetration 10.1% 12.4% 15.0% 17.6%
% adult population penetration 8.9% 11.0% 13.4% 15.7%
Source: eMarketer, 2012
QR Code Preferred Content
Discounts/coupons/free items
More information about products/service
Access to exclusive content
Purchase an item
More information about an event
More information about a brand/company 18%
22%
23%
25%
26%
43%
Tic Tac Mints Mobile App Download
Tic Tac Mints Mobile App Download
Takeaways ...
Do• Engage target audience
strategically
Don’t• Promote technology for
technology’s sake
Example: Valuable App Experience
Neebo Mobile Coupons
Neebo Mobile Coupons
Takeaways ...
Do• Keep the call to action
clear and compelling
Don’t• Forget to walk through
semantics when designing a mobile engagement strategy
Mobile Coupons Refresher
• App• Messaging• Web
Method
Means
• Static• Dynamic• Dynamic-verified
Learn more @ the Waterfall webinar archive
Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways
Source: ePrize, 2012
Opportunities: Integrate Email and SMS
For redemption, data collection and brand awareness:
For coupons:
Mobile redemption vs Email8x
SMS engagement vs Email6x
Source: ePrize, 2012
Opportunities: Analyze and Optimize
Sweet Spot For Lowest Unsubscribe Rates
Peak shopping season
4x per week
Non-peak shopping season
4x per month
Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways
1. Use cross-channel communication geared toward ongoing engagement to avoid the limitations of one-off marketing.
2. Analyze the incentives used in a campaign and make sure they are sufficient and compelling enough to drive user interaction.
3. Align mobile with overall branding efforts to develop a consistent voice throughout the brand’s marketing portfolio.
Key Takeaways
For more information visit www.waterfallmobile.com
Or contact us directly @ [email protected]
Further industry insight available on our blog @ blog.msgme.com
More resources @ http://www.msgme.com/c/SolutionsIndustryVerticals
Any Questions?