textlocal making sense of mobile crm webinar
DESCRIPTION
Get some insight into why and how good old SMS can be served from CRM apps to your customers and prospects through Messenger. The latest stats and figures from the largest mCRM research project in the UK. In conjunction with Mobile Marketing Magazine and Mobile Squared. Rob TownsendTRANSCRIPT
Welcome to Making Sense of Mobile CRM with Textlocal Applying mCRM to Messaging Rob Townsend
Marketing & Communications Director
In the next 10 minutes we’ll cover:
Today’s agenda
All your mobile news, & discussions on LinkedIn
• About us • Who we work with • Mobile CRM Insight – The White Book • Applying CRM to Messaging • ‘Messenger’ Case Studies • Panel Q&A at the end
UK's leading business SMS service provider. Deliver your news, alerts, confirmations & offers easily. Award-winning platform Messenger and expert support.
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 • MMS Picture, video & brochure messaging • Mobile web pages • Vouchers, ticketing and surveys
Easily get started with our Wizard • Price Promise = best value every time • Free Account Management • Round the clock support • No Contracts and no software to download
Brands trusted by us
All your mobile news, & discussions on LinkedIn
The UK has spoken
All your mobile news, & discussions on LinkedIn
COMING SOON
Using mobile effectively in today’s multichannel marketing world. The first meaningful regionally representative report in Mobile CRM. Interviewed 331 businesses and 2,000 consumers across the UK in February and March 2013 on their views about mobile marketing and CRM. Here’s a sneak preview revealing for the first time what they told us. The Mobile CRM white book release date May 2013
Too much time, resource & funds spent on Direct Mail and Email? Know their place and their role. Understand your customers preferences and mobile touchpoints – you will save money and improve effectiveness
Contribution vs Effectiveness
All your mobile news, & discussions on LinkedIn
Sources: Ofcom Mobile Marketing Association Textlocal, The Great British Mobile Report Lightspeed MobiThinking.com MobileSquared
All your mobile news, & discussions on LinkedIn
0%10%20%30%40%50%60%70%80%90%
What channels do you use as part of your marketing mix?
38.7%
5.4%
15.1%
24.8%
16.0%
Do you use mobile as part of your marketing mix?
Yes, it is an integrated part of ourmarketing
Yes, mobile is standalone channelbut will be integrated in the next12 months
Yes, but mobile is a standalonechannel
Not yet, but we intend to in thenext 12 months
No, and have no intention ofusing mobile
Email still dominates, but mobile is becoming the serious player in the market mix; 59% of businesses already use mobile (integrated or standalone)
Mobile messaging more popular than TV, radio, outdoor
and Apps.
All your mobile news, & discussions on LinkedIn
32.00%
7.00% 39.00%
10.00% 6.00%
6.00%
What is the best way for a business to communicate with you?
SMS Phone call Email Direct mail Via app Via social media
… And here’s why. Email is the businesses’ preference, BUT twice as many consumers would accept SMS communications from businesses than are currently being sent
Text me please
All your mobile news, & discussions on LinkedIn
10% of businesses use advanced mobile database targeting, 20% use segmentation techniques across total database; 70% use simplified or no segmentation
30% of businesses use advanced mobile targeting and segmentation, BUT almost 50% believe mobile is or will become the most effective channel
0%
5%
10%
15%
20%
25%
30%
35%
40%
Once aweek or
more
More thanonce amonth
Once amonth
Quarterly Onceevery 6months
Once ayear
We don’t
How often do businesses send mobile messages out to their mobile database?
All your mobile news, & discussions on LinkedIn
0%
5%
10%
15%
20%
25%
30%
35%
40%
We knowtheir age,gender,
location andpreferences
We aredevelopingtheir profile
of: age,gender,
location andpreferences
We ask thema number ofquestions at
opt-in
We useprofiling fed
into CRMfrom
campaigns
We ask ourdatabase the
occasionalquestion
about theirlikes and
preferences
We only havetheir mobile
number
What information do you have on your mobile customers?
Around 40% of businesses have or are in the process of collecting useful
data on their customers
Around 5% of businesses are
actively updating their database
using CRM
All your mobile news, & discussions on LinkedIn
3.1%
12.5%
8.7%
5.6%
5.6%
1.7% 0.7%
When have you found the most appropriate time to send a mobile message, actual time
0700-0900
0900-1200
1200-1500
1500-1700
1700-1900
1900-2400
0000-0700
Businesses’
preference is to send a mobile message on a
weekday
This is habitually based on email MI
All your mobile news, & discussions on LinkedIn
0%
5%
10%
15%
20%
25%
30%
35%
40%
I look at itinstantly
I read itwithin 3minutes
4-30minutes
30-60minutes
Over 1hour
Same day Over 24hours
How long do you wait before reading a text message when it arrives on your phone?
0%
20%
40%
60%
80%
100%
18-24 25-34 35-44 45-54 55-64 65+
Demographic breakdown of consumers viewing SMS within 3 mins
All your mobile news, & discussions on LinkedIn
0%
10%
20%
30%
40%
50%
60%
What are the most useful mobile messages from businesses that you receive?
Build your Mobile Engagement Model
All your mobile news, & discussions on LinkedIn
Create Touchpoints
Messenger
All your mobile news, & discussions on LinkedIn
Our mobile experts can then help you integrate SMS with your business Touchpoints By segment, age, any demographic you choose… auto schedule and create links and mobile experiences for all your users. News, alerts, confirmations, offers… it is all reported for you
Hundreds of Case Studies online
All your mobile news, & discussions on LinkedIn
www.textlocal.com/case-studies These clients’ messages are sent using our API Gateway, which is linked with their CRM system. This enables them to pull the customer mobile data and send the messages directly, rather than uploading the contacts to our messenger platform.
Thank you
All your mobile news, & discussions on LinkedIn
Rob Townsend Marketing & Communications Director Email: [email protected] Office: 0845 009 3188 Mobile: 07802 614 666 uk.linkedin.com/in/rsgtownsend/ Twitter: twitter.com/textlocal
Special thanks to
Text: mCRM to 60777
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