Rob thurner   burner mobile - mml
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    Rob thurner   burner mobile - mml Rob thurner burner mobile - mml Presentation Transcript

    • ©  Burner  Mobile  2013  @burner_mobile   Rob Thurner, Burner Mobile! 3 October 2013! Mobile CRM – Winning trust and long term loyalty
    • ©  Burner  Mobile  2013  @burner_mobile   Rob Thurner - Mobile consultant, author, trainer Ø  10  years  in  mobile   Ø  Consultant,  Burner  Mobile    -­‐  American  Express,  Barclaycard,  BeAair,  Heineken,  Ladbrokes,  Richemont     Ø  Author,  Mobile  Guides    -­‐  10  key  decisions  for  mCommerce  success    -­‐  Winning  with  Mobile:  CreaMng  a  strategy  for  Mobile  MarkeMng,  Mobile          Commerce  and  Mobile  CRM     Ø  Digital  Tutor  and  Trainer    -­‐  Clients  direct,  IDM,  IAB,  Econsultancy,  Emarketeers  
    • ©  Burner  Mobile  2013  @burner_mobile   The traditional funnel
    • ©  Burner  Mobile  2013  @burner_mobile   Customer journeys – now more complex!
    • ©  Burner  Mobile  2013  @burner_mobile   What’s their mobile behaviour?!
    • ©  Burner  Mobile  2013  @burner_mobile   Which segment do they belong to?!
    • ©  Burner  Mobile  2013  @burner_mobile   SEO Terms Used Call centre inquiries Site logs Orders Email/Mobile response rate Data Warehouse Single Customer View Standard Business Intelligence Tool Mobile : The Holy Grail?
    • ©  Burner  Mobile  2013  @burner_mobile   Mobile’s unique strengths! Build ! the largest connected ! audience! ! Automate! a customer lifecycle ! messaging program! ! Use Intelligence! to increase productivity! and relevance! Engage! drive the right content! in the right time & place! !
    • ©  Burner  Mobile  2013  @burner_mobile   Focus on customer acquisition! Mobile advertising Site +app development Social Mobile Mobile PPC
    • ©  Burner  Mobile  2013  @burner_mobile   Focus on long term loyalty! Mobile advertising Basic app- development Messaging Data Integration CRM & Loyalty Programmes Coupons Social Mobile Mobile PPC
    • ©  Burner  Mobile  2013  @burner_mobile   Capture and analyse customer data!
    • ©  Burner  Mobile  2013  @burner_mobile   Source:  Weve   Weve : mobile one-stop-shop
    • ©  Burner  Mobile  2013  @burner_mobile   Source:  Weve   Results with Weve Ø  Target > 15m opted in audience   Ø  Messaging  achieves  CPA  targets  ~  £25  -­‐  £120   Ø  Typical  CTR’s  range  from  0.1%  –  2.5%  
    • ©  Burner  Mobile  2013  @burner_mobile   Mobile Engagement Registration Page App install Dwell time on mobile site Browse product page Email sign up Drive Call Centre traffic Ratings & Reviews What’s your objective?!
    • ©  Burner  Mobile  2013  @burner_mobile   Choosing the right CRM channel ! Source:  Adobe  Neolane  
    • ©  Burner  Mobile  2013  @burner_mobile   SMS alerts : drive sales!
    • ©  Burner  Mobile  2013  @burner_mobile   Email : re-engage lapsed users!
    • ©  Burner  Mobile  2013  @burner_mobile   Ø   Log  in  to  a  local  Domino’s  on  Foursquare  and       receive  a  free  side  order  (when  spending  over   £10)   Ø   Foursquare  Mayor    gets  a  free  Pizza  every  week   Ø   Domino’s  UK  increases  pre-­‐tax  profit  by  nearly   29%,  aeributed  to  social  media  iniMaMves  and   Foursquare  promoMon   “  We  have  led  the  way  with  social  media   iniMaMves  ...        the  development  of  a  link  up  with   Foursquare  offers  a  dual  benefit  of  driving  pizza   sales  online  and  building  customer  loyalty.”     Domino’s  UK  CEO  Chris  Moore     Foursquare deals - drive sales & loyalty ! ! Source:  www.mashable.com  
    • ©  Burner  Mobile  2013  @burner_mobile   Harvester : coupons! Banner advertising Unique voucher code issued Mobile landing page Added to Apple Passbook POS redemption Reporting 29.5k 16k 690 Page Visits Offers Issued Offers Redeemed Redemption rate: 4.3% £3.41 Cost per Redemption Conversion rate: 54% Results: Source:  Eagle  Eye  SoluMons  
    • ©  Burner  Mobile  2013  @burner_mobile   Ø  Check  and  charge  up  your  Starbucks   Card     Ø  Pay  with  your  iPhone  or  iPod  Touch   at  U.S.  Starbucks  stores   Ø  Locate  a  mobile  payment  Starbucks   near  you   Ø  Track  your  Starbucks  Rewards   program     Starbucks Card Mobile 
 fastest, easiest way to pay

    • ©  Burner  Mobile  2013  @burner_mobile   Sites : tracking user journeys Ø  Which pages will improve leads? Ø  Where are quick wins in improving conversion?
    • ©  Burner  Mobile  2013  @burner_mobile   Conversion Rate Optimisation ! Constant improvement!
    • ©  Burner  Mobile  2013  @burner_mobile   Apps : tracking user journeys ! Source: Localytics Demo
    • ©  Burner  Mobile  2013  @burner_mobile   Deliver offers to re-engage ! Source: Localytics Demo
    • ©  Burner  Mobile  2013  @burner_mobile   In-app push notifications •  Timely •  Relevant •  Useful •  Preferences •  Location •  Behaviour •  Location history Her profile Your content 10 x greater response rate than email 8 x faster bookings compared to other channels 4 x app engagement for push v non-push sample Results reported from customers: Source:  Urban  Airship  
    • ©  Burner  Mobile  2013  @burner_mobile   Segmentation: Location & profiles Location historyCurrent location Do not disturb 10 pm – 7 am Send me deals and offers Send me news and updates User preferences Data integration CRM POSFavorites Purchases Mobile behaviour Device info Source:  Urban  Airship  
    • ©  Burner  Mobile  2013  @burner_mobile   Automated responses If VIP: If not VIP: Apply to the VIP Club for a chance to win backstage passes! VIPs: Meet U2 backstage at the MGM Grand Source:  Urban  Airship  
    • ©  Burner  Mobile  2013  @burner_mobile   Macy’s – pushing targeted offers ! (Segment based)! Use existing content Enable customers to add offers to Passbook Make offers more actionable Source:  Urban  Airship  
    • ©  Burner  Mobile  2013  @burner_mobile   Burberry – promoting store opening! (Location based) Use location, preferences, and purchasing history to segment audiences Delight users with highly contextual messages The Burberry Store Opening Event is today in the Macy's Herald Square Store!! Macy’s! Encourage in-store visits Source:  Urban  Airship  
    • ©  Burner  Mobile  2013  @burner_mobile   Are  Audi  A4s   really  that   horrible  to   drive?   ...drives like there is a drunk behind the wheel I  feel  ripped  off  –   even  though  the   game  was  free!   Just  like  a  real  A4   –  it’s  boring  and   tedious   Capturing and sharing reviews
    • ©  Burner  Mobile  2013  @burner_mobile   Yelp – independent and trusted!
    • ©  Burner  Mobile  2013  @burner_mobile   Mobile integration!
    • ©  Burner  Mobile  2013  @burner_mobile   Mobile resource – Amazon ebook!
    • ©  Burner  Mobile  2013  @burner_mobile   rob@burnermobile.com   www.burnermobile.com   +44  7793  804419   @burner_mobile     Thank you