Mobilize Your Customers Through the Purchasing Funnel

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We all know that mobile is central to people’s lives and that the changing mobile landscape means that people are increasingly connected through a raft of mobile devices and solutions. A strategic medium for brands but ultra personal for users, mobile is reshaping customer relationships and leading marketers to focus on customers first, fulfilling their requirements and delivering what they want.

Mobile is with the customer at all stages of the purchasing path. So whatever your objective, (customer recruitment, customer satisfaction or customer engagement), you must deliver the best mobile consumer journey possible.

With straightforward tips and best practices to sharpen your marketing strategy, this webinar will introduce you to the golden rules of customer engagement and show you how to forge longlasting and meaningful mobile experiences to drive sales.

You’ll learn easy ways to embrace mobile:

Understand and know your customers
Build trusted relationships via mobile
Design relevant mobile marketing content
Implement key rules to run efficient mobile marketing campaigns
Re-envision the consumer path to purchase, to deliver an effortless journey that ends in a happy transaction
Register now for this webinar – a must for any successful mobile marketing strategy!

Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association

Presenters: Stéphanie Viriot, Strategic Marketing Analyst, Gemalto

Live Webinar Date: January 16, 2014

Published in: Marketing, Business, Technology
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Mobilize Your Customers Through the Purchasing Funnel

  1. 1. M! A! M! Webinar Series! Mobilize Your Customers Through ! the Purchasing Funnel! January, 16, 2014! Sponsored by:! 1  
  2. 2. About the MMA ! As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large! For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits ! ! "INSIGHTS: ! "Access a world of insights through our white papers, articles and case "studies. Support your mobile agenda and ensure mobile readiness! ! CONNECTIONS: ! " "Interact with passionate leaders and stay on the cutting edge. Boost "your business and career by connecting with the people that matter! ! IMPACT: ! " "Influence industry frameworks, standards, guidelines and best "practices. Join the industry initiatives that shape the future of mobile! 2  
  3. 3. Today’s Agenda! The value of Mobile in your CRM Strategy! ! The Mobile Marketing blockers and drivers based on end user perception ! ! The key rules to deliver superior Mobile experience ! ! 3  
  4. 4. Key Insights to be Shared! •  Understand and know your customers! •  Build trusted relationships via mobile! •  Design relevant mobile marketing content! •  Implement key rules to run efficient mobile marketing campaigns! •  Re-envision the consumer path to purchase, to deliver an effortless journey that ends in a happy transaction! 4  
  5. 5. Presenter! Stéphanie Viriot ! Marketing Director! Gemalto! Moderator! Leo Scullin! Head of Global Industry Initiatives! Mobile Marketing Association! 5  
  6. 6. Managing Your Questions! Share the Insights! #MMAWeb! ! @gemalto! ! 6  
  7. 7. Poll Questions! 1.   Which  kind  of  partners  you  leverage  on  for  implemen9ng  mobile  marke9ng/ adver9sing  campaigns?   §   SMS  brokers   §  Mobile  Operators  media  house,     §  Media  Agency,  Media  House     2.    How  is  your  company  using  data  in  its  mobile  campaigns?   •  Using  3rd  party  data  sources   •  I  store  my  own  data  for  targeFng/  analyFcs   •  I  do  not  use  any  behavioral  data  today   3.  What  challenges  do  you  face  by  adding  Mobile  as  a  Media  to  the  brands’   Marke9ng  Mix?     •  Lack  of  ROI   •  Budget   •  Lack  of  measurement   •  Cross-­‐funcFonal  support   •  Technical  capabiliFes   7  
  8. 8. MOBILIZE YOUR CUSTOMERS THROUGH ! THE PURCHASING FUNNEL ! ! ! ! ! Stéphanie VIRIOT – Marketing Director! Webinar MMA!
  9. 9. GEMALTO IS IN THE WORLD POCKET OUR CUSTOMERS OUR COMPANY €2.2 billion+ Revenue 2012 10,000+ Employees 43 Countries with a site in operation GTO.PA Dual listing on NYSE Euronext Amsterdam & Paris French CAC 40 index member Gemalto, a robust and International Company 9  
  10. 10. GEMALTO POSITIONING IN MOBILE MARKETING 60  million  €  revenue  in  Mobile  MarkeFng   1000  campaigns  per  month   100  million  transacFons  per  month   1 0  
  11. 11.   OBJECTIVES OF THIS WEBINAR SHARE WITH YOU OUR VIEWS ON MOBILE CUSTOMER RELATIONSHIP PRESENT AN END-USER SURVEY: SCOPE & RESULTS POINT OUT THE 5 KEY STEPS TO MOBILE HEAVEN SHARE SOME CUSTOMERS’ CASE STUDIES FOCUS ON THE KEY LEARNINGS 11
  12. 12. THE WORLD HAS GONE MOBILE MOBILE IS ABOUT CUSTOMER RELATIONSHIP 91%  of  users  have   their  mobile  phone   within  arm’s  reach   24/7. Source : Morgan  Stanley GREAT ENGAGEMENT RATES ACHIEVED 7.1B  ac9ve  mobile   connec9ons  WW  with   a  popula9on  of  7.1  B   people  alive  Source : GSMA   2013  report 62%  found  mobile   158   Consumers  spend   banner  ads  pre  hated   minutes  aer  day  on   more  than  TV  ads  !much   mobile,  nearly  as     Source : Forrester Consumer     as   survey  –  Dec  2012 TV   MOBILE : A MEDIA CHANNEL LIKE NO OTHER FOR CONTEXTUAL MARKETING SMS  read  on  ~  within  5  seconds  of   receipt  vs  emails  are  read  within  24   hours     Source : Ofcom, the UK telecoms regulator reports THE MARKETING REVOLUTION 12
  13. 13. WHAT IS THE VALUE OF MOBILE TO MARKETERS 74%  cite  mobile  is  a  priority  and  core  to  their  markeFng   strategy     68%  said  mobile  is  the  best  way  to  transform  business  models   and  72%  believe  mobile  builds  ROI      85%  of  respondents  stated  that  mobile  is  a  gateway  to  new   markets  and  audiences     80%  believe  mobile  is  critcal  to  their  careers   13
  14. 14. CUSTOMER FIRST 14
  15. 15. GEMALTO CONSUMER SURVEY with   OBJECTIVES   §     Understand  CONSUMER  PERCEPTION  about  Mobile  MarkeFng           §  IdenFfy  BLOCKERS  and  DRIVERS     GEOGRAPHIES METHODOLOGY [July  -­‐  August  2012]   Target  :  Above  18  years  old  people,  representaFve  of  mobile  phone   users   " 1211  interviews  in  France   " 1201  interviews  in  the  UK   " Fieldwork  :  online [October    -­‐  November  2012]   Target  :  Above  18  years  old  people,  representaFve  of  mobile  phone     users   " 718  interviews  in  Sao  Paulo   " Fieldwork  :  face-­‐to-­‐face [June  2013]   [June  2013]   15   Target  :  Above  18  years  old  people,  representaFve  of  mobile  phone   users   " 700  interviews    in  Dubaï   " Fieldwork  :  face-­‐to-­‐face   Target  :  Above  18  years  old  people,  representaFve  of  mobile  phone   users   " 1  217  interviewes  in  the  US   " Fieldwork  :  online  
  16. 16. MOBILE SPAM IS A FACTUAL CONCERN UAE   83% US   Brazil   France   90% 71% 97%       of  respondents  are  ANNOYED  to  receive  messages  from               senders  THEY  have  not  given  their  permission  to     It  is  much  more  than  on  any  other  devices!   16   WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012     UK   95%   DON’T   E   SPAM  M
  17. 17. NON RELEVANT MESSAGES ARE COUNTER PRODUCTIVE UAE   The  message  you  receive  are  not  in       line  with  you  areas  of  interest   US   Brazil   France   UK   63%   68%   55%   77%   78%   Only  by  understanding  the  issues   can  effecFve  markeFng  take   place.     17   9on   Promo     ! for  You  Ties   k c Silk  Ne     50%  off WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012    
  18. 18. WHAT DO CUSTOMERS VALUE UAE   US   Brazil   France   UK   OPT-­‐OUT  easily   73%   88%   96%   90%   87%   Easily  idenFfy  the  SENDER       73%   84%   96%   86%   85%   72%   80%   91%   82%   77%   72%   75%   92%   71%   71%   74%   69%   95%   66%   62%   76%   72%   93%   66%   62%   N   MISSIO PER Give  prior  PERMISSION  to  the    sender   NCE   EL EV A R   In  line  with  your  tastes  and  concerns             a Quick      ccess  to  info  or  promoFon   Benefit  from  specific  offers     18   WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012    
  19. 19. REWARD HAS TO BE TANGIBLE What  kind  of  offers  customers   want  to  receive?   Brazil   France   UK   UAE   US   An  immediate  DISCOUNT   46%   58%   57%   55%   52%   The  possibility  to  collect  points  and  addiFonal   benefits  as  part  of  a     LOYALTY  PROGRAM   25%   47%   40%   47%   48%   A  GIFT  from  the  brand   35%   48%   29%   44%   46%   Taking  part  in  a  SPECIAL-­‐PRIVATE  EVENT   23%   30%   27%   24%   22%   Regular  INFORMATION  about  the  life  of  the   brand  (product  availability,  novelFes,  events)     32%   21%   20%   14%   18%   19   WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012    
  20. 20. MANAGE MARKETING PRESSURE End  users  agree  to  receive   markeFng  messages:   UAE   US   Brazil   France   UK   Once  a  day     16%   21%   31%   11%   16%   Between  1  and  3  messages/week     44%   28%   47%   22%   26%   Between  1  and  3  messages/month   27%   25%   15%   37%   28%   9%   11%   6%   14%   14%   Less  ogen     Companies must respect the maximum frequency tolerated for receiving Marketing Messages 20 WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012    
  21. 21. ALL CONSUMERS HAVE NOT THE SAME APPETITE FOR MOBILE MARKETING USE VARIOUS APPROACHES TO COMMUNICATION THROUGH MOBILE MESSAGING Customers can be classed into four defined types/categories. Only by segmenting your customers can mobile marketing work. 21 WW  End-­‐user  survey  conducted  by  IFOP  for  Gemalto  since  July  2012    
  22. 22. KEY LEARNINGS - BEST HEAVEN MY 5 STEPS TO MOBILE PRACTICES 22  
  23. 23. ASK FOR PERMISSION FIRST Remember  between             of  respondents  are    annoyed  when  they             receive  messages  from    senders  they  have  not   given  their  permission  to   contact  them  to.   23  
  24. 24. RESPECT THE RULES OF ENGAGEMENT 1 2 TRANSPARENCY PRIVACY 3 4 24   EASE OF USE MARKETING PRESSURE
  25. 25. RIGHT PERSON, RIGHT MESSAGE, RIGHT MOMENT THE  ABILITY  TO  DELIVER  CONTEXTUALLY  RELEVANT  EXPERIENCES  IS  ONE  OF  MOBILE’S  BIG   PROMISES  FOR  MARKETERS   • Leverage  on  the  “in-­‐context”  capability   of  the  Mobile  Media     • Go  beyond  classic  RelaFonship   markeFng     •   Implement  Real-­‐Fme  markeFng,   contextual  markeFng,  care  markeFng   COMMUNICATE  WITH  YOUR  CUSTOMERS  AT  THE  PRECISE  MOMENT  -­‐  IT  OFFERS  HIM   THE  MOST  VALUE   25  
  26. 26. FIND YOUR VALUE IN YOUR CUSTOMER LIFE DON’T  SELL  TO  YOUR  CUSTOMER,  CREATE  DESIRE,  ENTERTAIN,   ENGAGE  AND  DELIGHT  THEM         The  Customer  Engagement  Process  is  a  summary  of   the  key  stages  in  a  customer's  relaFonship  with   your  Brand   26  
  27. 27. INVITE YOUR CUSTOMER INTO A CONVERSATION TO GAIN RELEVANCE 3  mobile  channels  at  your  disposal     1 2 3 SMS Smart Message Smart App Push For service registration, service subscription, opt-in, qualification, survey. For service registration, service subscription, opt-in, qualification, survey in smart phone environment The  right  Channel  mix  depend  on  the   Service  to  promote     For web Sitevisits, App download, appointment settings, offline coupon redemption 27 One example: the App download promotion   The  best  mix    to  be  the  most  efficient     • Start  with  Smart  Message  qualifica9on   campaign   Send  an  SMS  with  the  Google  play  or  Apple   App  store  link   Follow  up  with  app  push  no9fica9on   •  •  The  right  message  for  the  right  target  with  the   right  channel  
  28. 28. THE ROUTE TO SUCCESS ? 28  
  29. 29. YOUR MOBILE STRATEGY FOR CONTINUOUS ENGAGEMENT… 1   ONE DOES NOT FIT ALL •  Select  the  right  segments     •  Opt  for  the  right  campaigns   •  Choose  the  right  channels     LEARN AND OPTIMIZE •  Measure  campaign  results     •  Analyze  campaign  results     •  OpFmize  next  campaigns     •  Plan  your  campaigns  strategy   •  Define  your  campaigns  scenarios   •  Execute  your  campaigns   Continuous Engagement APPLY BEST PRACTICES 1.  2.  3.  4.  Permission  based     Rules  of  engagement     Relevance  &  contextual     Life  Fme  value   DELIVER EFFICIENTLY … MAKE THE DIFFERENCE IN THE DECISION JOURNEY 29  
  30. 30. AND IT WORKS … WE ACHIEVE AMAZING RESULTS ON OUR MOBILE MARKETING CAMPAIGNS 30
  31. 31. DEBT COLLECTION Bank ALERT CAMPAIGN: June 2012 Drive indebted customers to their call center ***SANTANDER***   With 1 screen scenario + 1 click to call Target : Drive indebted customers to call Santander call center RESPONSE RATE 31 52%   Hello  Alexander,   Santander  has  a   subject  of  interest.   Confirm  now  to  ini9ate    a  call  to  our  call   center.       OK  Cancel  
  32. 32. PRODUCT PROMOTION Retailer Father’s Day Campaign (Special Offer). With Target: Women 25-45 – C class ACCEPTANCE RATE §  §  §  Click to website: 34% Click to locate store: 23% Click to call center: 15% 32 53% *MAGAZINE   your   Hello!  Losing  LUIZA*     contacts  is   Do  you  already  know   something      of  the   the  new  Magazine   past!  Save  your   Luiza  hit?   ith   contacts  wClick  OK   and  discover  the   Contact  Backup.   “Ofertetes”!   Backup  now?  Price     0,6$/synchro.  
  33. 33. SERVICE PROMOTION Insurance company Different sort of insurance promoted (personal, accident, mobile, car, home…) With 3 screens scenario Target : 80,000 customers ACCEPTANCE RATE §  8% Double opt-in acceptance rate 33   Hello!  Losing  your   ***ACE***   contacts  is   Unforeseen  accidents   something      of  the   happen.  With  the   past!  Save  ccident   Personal  A your   contacts  with  protect   Insurance  you   Contact  Backup.  can   yourself  and  also   Backup  now?  Price   win  mobile  phones   0,6$/synchro.   and  cash  prizes.   Confirm  now  to  know   more   OK                                        Cancel    
  34. 34. Roaming: Promotion of overseas Data Package Network Operator Welcome  roaming   message   *Hello  wireless*     Welcome  to  Italy  Mrs   Smith!     Stay  connected  abroad   and  avoid  bill  shock.   Benefit  from  our   exclusive  overseas  data   plan.       Click  OK  and  discover   our  offer!   Introducing  the   offer       Chose  your  data  plan:   1  day  at  5€   Thank  you   *HELLO  WIRELESS*   Thank  you!         8  to  14  days  at  25€   Your  overseas  data  plan   is  now  acFvated.  No   more  surprise  on  you   next  bill.     2  to  4  weeks  at  35€   Event  based   campaign    (STOP  SMS    to  3670).   2    to  7  days  at  15€     The Event Manager detects that end-user is roaming in Italy ACCEPTANCE RATE 34   +300 %
  35. 35. COUPONING: Drive to point of Sale COUPONING BRANDs CRM OFFERS end 2013 Browsing the offers catalog § View all coupons or per category (Apparel, Food, etc) § Ability to clip/unclip the coupons § Access to coupons detailed views § Reddeem (NFC, BarCode QR Code) 35  
  36. 36. TO CONCLUDE   •  Identify customer behaviours that matter most! •  Remember the golden rules: Segmentation, Permission, Transparency, Relevance, "Simplicity, Frequency ! •  Engage and excite through a balance approach through a long term journey! •  Start with messaging, it works, you can reach up 50% response on your Mobile Marketing campaigns, then mix with other media 36  
  37. 37. WANT TO KNOW MORE? 4  best  PracFces  to  engage  your  customer  on  Mobile   Video  available  on:   htp://www.youtube.com/     ConversaFonal  MarkeFng  &  Commerce   Best  PracFces  To  Engage  Your  Customers  And  Empower  Advocates   available  on:   htp://gemalto.com/   Or     Flash  this  QR  code  and  Download  our  whitepaper     Smart  Message  what  is  it  ?   Video  available  on:   htp://www.youtube.com/       37  
  38. 38. THANK YOU   For any information, welcome to contact: " " "   38   Stéphanie  Viriot  –  stephanie.viriot@gemalto.com   Follow  me  on  twiter:  @sviriot   Follow  our  Mobile  MarkeFng  Blog  :   htp://blog.gemalto.com/telecom/tag/mobile-­‐markeFng/  
  39. 39. Closing: Key Takeaways! •  Engage and excite placing your customer values and interests at the core of Mobile Marketing Strategy. ! •  Boost mobile advertising efficiency by following golden rules: Segmentation, Permission, Transparency, Relevance, Simplicity, Frequency.! •  Deliver superior user experience by mixing different mobile communication channels but keep text messaging at the core importance of your Mobile Marketing strategy.! ! " " " " " " "! 39  
  40. 40. MMA Webinar Series! Upcoming MMA Events! TBD! MMA New York Forum! January 23, 2014! May 7-9, 2014! Acquire, Engage, Convert & MMA Singapore Forum! Optimize! A Best Practice May 2014! Case Study! Cannes Lions Festival! January 28, 2014! June 15-21, 2014! Make it Personal: Mobile Engagement, One Shopper at a Time! NA Mobile CEO & CMO Summit! ! January 30, 2014! July 13-15, 2014! ! 40  
  41. 41. Additional Resources! "Smartbrief click here! "Mobile Smart Fundamentals click here! "LinkedIn Group click here! "Twitter click here! "MMA Online: Committees at Work click here! "MMA Online: Webinar Archive click here! "MMA Online: White Papers click here! 41  
  42. 42. MMA Members Include! ! ! ! " " " " " " "! 42  
  43. 43. MMA Members Include! ! ! ! " " " " " "! 43  

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