Hello Mobile Thirst, Let’s talk Mobile Relationship Marketing2012.06.15
AGENDA 1. Understanding mobile 2. Mobile RM starting points 3. Mobiento’s RM offering© MOBIENTO
MOBILE RM© MOBIENTO   3
UNDERSTANING MOBILEA brand’s mobile relationship marketing strategy starts with understanding:                            ...
CONTEXT-THE BEHAVIOR© MOBIENTO     5
The smartphone target group 2012 in Sweden                                                                                ...
ME, HERE, NOW© MOBIENTO                   7
COMMUTING© MOBIENTO               8
TV SOFA© MOBIENTO             9
Creative Mobile Agency                          POINT OF SALE© MOBIENTO                                10
COMMUNICATION -THE MESSAGE© MOBIENTO        11
REPETETIVE NOW               BORED NOW              URGENT NOW© MOBIENTO                    12
Repetitive now© MOBIENTO        13
Bored now© MOBIENTO   14
Urgent now© MOBIENTO    15
Trigger purchase - but let the customer decide POS© MOBIENTO                                            16
CHANNEL-THE MEDIA© MOBIENTO   17
RM channels with mobile touch points                                            Loca-                                     ...
Focus of this presentation                                              Mobile RM                                         ...
SMS© MOBIENTO         20
SMS examples© MOBIENTO
PUSH NOTIFICATIONS© MOBIENTO                   22
Push notification examples© MOBIENTO
Reach & ROI comparison SMS and push notifications                                      Total audience                     ...
SITE    Way forward for    APP                    loyalty program ?© MOBIENTO
MOBILE RESPONSE© MOBIENTO                     26
QR CODES, CLICK-TO-CALL, SMS RESPONSEIMAGE RECOGNITIONSHORT URLS© MOBIENTO            27
QR code response examples© MOBIENTO
http://www.youtube.com/watch?v=KRA0SZhKNyo© MOBIENTO                                                29
TECHNOLOGY-THE TOOLS© MOBIENTO    30
LEGACY SYSTEMS+ MOBILE TOOLS= EFFECTIVE MOBILE RM© MOBIENTO              31
Summary                                  CONTEXT                         - the target group behavior             COMMUNICA...
STARTINGPOINTS© MOBIENTO   33
NO CUSTOMERDATABASETODAY© MOBIENTO    34
LOW THRESHOLD ENTRY                                                                                   Point-of-sale       ...
Doctors Without Borders                                                     3. Full monthly                               ...
CUSTOMERDATABASETODAY,NO MOBILE DIALOGUE© MOBIENTO           37
ACTIVATE THE MOBILEPOTENTIAL:SOFT OPT-IN OPENSFORVALUE DIALOGUE© MOBIENTO         38
Från: AMF                   Från: AMF                                        Klicka på länken för                   Välkom...
MOBIENTORM OFFER© MOBIENTO   40
MOBIENTO MESSENGER                                                                        - messaging dialogue web tool   ...
Speak soon! Frans Borgstrand frans.borgstrand@mobiento.com© MOBIENTO
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Mobile Thirst 3: Mobile BFF!

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Mobile Best Friends Forever! ‘How do we use mobile to create lasting customer relationships?’

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Mobile Thirst 3: Mobile BFF!

  1. 1. Hello Mobile Thirst, Let’s talk Mobile Relationship Marketing2012.06.15
  2. 2. AGENDA 1. Understanding mobile 2. Mobile RM starting points 3. Mobiento’s RM offering© MOBIENTO
  3. 3. MOBILE RM© MOBIENTO 3
  4. 4. UNDERSTANING MOBILEA brand’s mobile relationship marketing strategy starts with understanding: CONTEXT - the target group behavior COMMUNICATION CHANNEL TECHNOLOGY - the message - the media - the tools© MOBIENTO
  5. 5. CONTEXT-THE BEHAVIOR© MOBIENTO 5
  6. 6. The smartphone target group 2012 in Sweden 27% have 2012: 90% have made an online 51% have 75% online Smartphones researched a purchase with smartphones everyday > PC’s product their smart- phone 59% > 1/3 of 82% smartphone Aftonbladets 67% uses social shoppers made web stats are uses email media a purchase last mobile month© MOBIENTO
  7. 7. ME, HERE, NOW© MOBIENTO 7
  8. 8. COMMUTING© MOBIENTO 8
  9. 9. TV SOFA© MOBIENTO 9
  10. 10. Creative Mobile Agency POINT OF SALE© MOBIENTO 10
  11. 11. COMMUNICATION -THE MESSAGE© MOBIENTO 11
  12. 12. REPETETIVE NOW BORED NOW URGENT NOW© MOBIENTO 12
  13. 13. Repetitive now© MOBIENTO 13
  14. 14. Bored now© MOBIENTO 14
  15. 15. Urgent now© MOBIENTO 15
  16. 16. Trigger purchase - but let the customer decide POS© MOBIENTO 16
  17. 17. CHANNEL-THE MEDIA© MOBIENTO 17
  18. 18. RM channels with mobile touch points Loca- tion Online tools email Mobile Mobil RM mail channels DM Event QR AR© MOBIENTO 18
  19. 19. Focus of this presentation Mobile RM Channels Push Response notifications services SMS© MOBIENTO 19
  20. 20. SMS© MOBIENTO 20
  21. 21. SMS examples© MOBIENTO
  22. 22. PUSH NOTIFICATIONS© MOBIENTO 22
  23. 23. Push notification examples© MOBIENTO
  24. 24. Reach & ROI comparison SMS and push notifications Total audience Downloaded app Loyalty club customers Accepted push notifications Customers with SMS© MOBIENTO
  25. 25. SITE Way forward for APP loyalty program ?© MOBIENTO
  26. 26. MOBILE RESPONSE© MOBIENTO 26
  27. 27. QR CODES, CLICK-TO-CALL, SMS RESPONSEIMAGE RECOGNITIONSHORT URLS© MOBIENTO 27
  28. 28. QR code response examples© MOBIENTO
  29. 29. http://www.youtube.com/watch?v=KRA0SZhKNyo© MOBIENTO 29
  30. 30. TECHNOLOGY-THE TOOLS© MOBIENTO 30
  31. 31. LEGACY SYSTEMS+ MOBILE TOOLS= EFFECTIVE MOBILE RM© MOBIENTO 31
  32. 32. Summary CONTEXT - the target group behavior COMMUNICATION CHANNEL TECHNOLOGY - the message - the media - the tools ORGANIZATION - the people© MOBIENTO
  33. 33. STARTINGPOINTS© MOBIENTO 33
  34. 34. NO CUSTOMERDATABASETODAY© MOBIENTO 34
  35. 35. LOW THRESHOLD ENTRY Point-of-sale integration Loyalty program Dialogue in multiple channels Adding customer info SMS opt-in Mobile number© MOBIENTO
  36. 36. Doctors Without Borders 3. Full monthly donation from account 2. Low monthly donations with value 1. Campaigns for one off donations© MOBIENTO
  37. 37. CUSTOMERDATABASETODAY,NO MOBILE DIALOGUE© MOBIENTO 37
  38. 38. ACTIVATE THE MOBILEPOTENTIAL:SOFT OPT-IN OPENSFORVALUE DIALOGUE© MOBIENTO 38
  39. 39. Från: AMF Från: AMF Klicka på länken för Välkommen på AMF att ladda ned din biokväll! Vi visar biobiljett till Robin Robin Hood med Hood http:// CRM Russel Crowe den mticket.no/06- 18/5, läs mer och vrein-8726332.jpg anmäl dig på (105465) Problem? amf.se/stockholm Maila oss på Avreg? Smsa AMF robinhood@amf.se STOPP till 71160© MOBIENTO
  40. 40. MOBIENTORM OFFER© MOBIENTO 40
  41. 41. MOBIENTO MESSENGER - messaging dialogue web tool - an series of mobile CRM essentials MESSAGING GATEWAY STRATEGY & CREATIVE - connect to CRM systems over API’s DIALOGUE TOOLS PUSH NOTIFICATIONS - push not. dialogue web tool MOBILE LOYALTY CLUB - system for mobile first CRM RESPONSE MECHANISMS - (QR codes, sms response, etc.) LIST MANAGEMENT - address db, number look-ups, etc.© MOBIENTO
  42. 42. Speak soon! Frans Borgstrand frans.borgstrand@mobiento.com© MOBIENTO

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