Top Ten Tips to Improve Acquisition and Retention using Mobile

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My presentation from #MMLiveGlobal, complete with retro Top Of The Pops countdown, hope you enjoy!

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Top Ten Tips to Improve Acquisition and Retention using Mobile

  1. 1. T O P T E N T I P S T O . . . ...ImproveAcquisitionandRetentionusingMobile OisinLunny,SeniorMarketDevelopmentManager,OpenMarket #MMLTOP10 @oisinlunny
  2. 2. #MMLTOP10
  3. 3. #MMLTOP10 10
  4. 4. #MMLTOP10 10 SeeTheBiggerPicture
  5. 5. #MMLTOP10 10 SeeTheBiggerPicture Futurist@gleonhard-Infiveyears80%ofallwebtrafficwillbemobile SomepeoplewillneverbecomecableandsatelliteTVusers Mobileisaverypersonaldevice Advertisingbasedoninterruptionwillnotwork Movetomodelwherethebrandispartofthestory,oristhestory
  6. 6. #MMLTOP10 9
  7. 7. #MMLTOP10 9 Putyourselfintheshoesoftheconsumer
  8. 8. #MMLTOP10 9 Putyourselfintheshoesoftheconsumer Aconsumercentricapproach->surveys,research,feedbackloop EurostaragreatexampleofusingSMSforcustomerfeedback SystemrunbyOpenMarketclientsFizzback HundredsofdailyresponsesfedintoTableaufordatavisualisation Easytouseconsumerfeedbacktoinformyourcampaigns
  9. 9. #MMLTOP10 8
  10. 10. #MMLTOP10 Createastrategyaroundtheconsumerexperience 8
  11. 11. #MMLTOP10 Createastrategyaroundtheconsumerexperience 8
  12. 12. #MMLTOP10 Createastrategyaroundtheconsumerexperience 8 Consumerinsightisyourbestfriend Takethefeedback thinkofallthestepswheretheconsumerwillbeusingmobile Jointhedots Devourblogslikeflurry“ADayintheLifeofaMobileConsumer”
  13. 13. #MMLTOP10 7
  14. 14. #MMLTOP10 7 Havealong-termplan,butimplementmobilechangesnow
  15. 15. #MMLTOP10 7 Havealong-termplan,butimplementmobilechangesnow Considerlaunchingamobilewebsitebeforedesktop Optimiseanduseresponsivedesign SetupSMSshortcodebeforelaunchingapp Buildupadatabase-incentivisewithmobilecrediting
  16. 16. #MMLTOP10 7 Havealong-termplan,butimplementmobilechangesnow
  17. 17. #MMLTOP10 7 Havealong-termplan,butimplementmobilechangesnow ConsidertheMinimumViableProductapproach(egDropbox) Moreandmoreproductswillbemobilefirst,andmobileonly Launch,trail,test,A/B,compare,revise,refine.... Lookatinnovatorsingaming/gamblingforinspiration
  18. 18. #MMLTOP10 7 34.8%
  19. 19. #MMLTOP10 7 34.8%AccordingtotheCIMgrowthsummitMarketingConfidenceresults: 34.8%ofmarketeersarescaredtotrynewstuff,riskaverse so... UseprovenmobiletechlikeSMStotrynewideas
  20. 20. #MMLTOP10 7
  21. 21. #MMLTOP10 6
  22. 22. #MMLTOP10 Usemobiletotellyourbrandstory 6
  23. 23. #MMLTOP10 Usemobiletotellyourbrandstory 6 Forpeopletoconnecttoyourbrandpeoplewanttoconnecttobackground Thisneedstoeffectivelybeapartofyourmobileactivity Useallmobilecommschannelstotellthestory Notjustfordirectlysellinganoutcome
  24. 24. Source: nVision / Charity Awareness Monitor (nfpSynergy) Base: 1,000 online respondents aged 16+, GB MassivegrowthofSMSgiving %ofrespondents whohavegivento charityinlast3 months “Inwhichofthe followingwaysdid yougive?” 6
  25. 25. #MMLTOP10 5
  26. 26. #MMLTOP10 5 buildtheopt-in
  27. 27. #MMLTOP10 5 buildtheopt-in Simple,instant,worthyoffollowingup Notjustanacquisitionblast Buildretentionandactivationintoyourplanning Agoldenopportunitytoconnectwiththispersonalchannel
  28. 28. #MMLTOP10 5 KeepItSimpleattheStart!
  29. 29. #MMLTOP10 5
  30. 30. #MMLTOP10 5 Doitbitbybit,teasetheinfooutoftheuser,don’taskforitallatonce ForagreatexampleinsignupvisittheMFortunemobilecasino
  31. 31. #MMLTOP10 5 60%
  32. 32. #MMLTOP10 5 60%Youcanachievehugeoptinratesifyougetthetechnologyright Oursimpleopt-inmechanicfortheDEChada60%opt-inrate Thiswasdoubletheresponseandrevenueoftheotherchannels
  33. 33. #MMLTOP10 4
  34. 34. #MMLTOP10 4 Real-timeinteractionsgetbetterresponses Getty Images
  35. 35. #MMLTOP10 4 Real-timeinteractionsgetbetterresponses Getty Images Brandengagementisinrealtime Usealltheavailablechannels-SMS,Social,Push,Advertising OpenMarketoffersmartsegmentsforpushnotifications Youcansendpushnotificationsinstantlybasedoninappbehaviour Alsousesegmentingtobuildupyourdatabases
  36. 36. £0 £75,000 £150,000 £225,000 £300,000TV TV TVevents/newspaperadsdrovepeakdonations, inparticularsupportfromITV Peakingat298kon08/07/11 #MMLTOP10 4
  37. 37. £0 £75,000 £150,000 £225,000 £300,000TV TV #MMLTOP10 4 DECagreatexampleofrealtimemobileresponsepotential Takeadvantageofrealtimeevents Peoplerespond24/7sohaveaCRMstrategytofollowup AutomatedSMSresponses,reminders,anniversaries,optin,invites Weareonmobileallthetime,importantforbrandstobepartofthat
  38. 38. #MMLTOP10 3
  39. 39. #MMLTOP10 3 Personalisationiskey KYC
  40. 40. #MMLTOP10 3 Personalisationiskey KYCCollateandcollectmoreandmoredata Builduptheiruserprofilegraduallye.g.favouriteproduct Getasmuchinfoandsegmentyouraudience.
  41. 41. #MMLTOP10 3
  42. 42. #MMLTOP10 3 Tailormessagestotimeofday/week/timezone E.g."goodevening"feelslikeapositiveinteraction Welcomeregularsback AboveallKnowYourCustomer
  43. 43. #MMLTOP10 2
  44. 44. #MMLTOP10 2 MEASURERESULTS technorati.com
  45. 45. #MMLTOP10 2 MEASURERESULTS technorati.com Mostmobileinteractionscanbemeasured Themoreyouknowtheeasieritistotrackresultsandusers Improvesspeedofinnovationtomarket,usetrackinginrealtime,A/B Trydifferentcampaignsandtailormobilecampaignsonthefly Aflexibleplatformisessentialforthisapproach
  46. 46. #MMLTOP10 1
  47. 47. #MMLTOP10 1 listen,listenagain,listenoften thenextbigwriter.com
  48. 48. #MMLTOP10 1 listen,listenagain,listenoften thenextbigwriter.com Listentoyourcustomers Surveysevery6/12monthstoimprovewhatyoudo Listentoyourpartnersandemployees Listentoyourcompetitors Listenandkeeplistening
  49. 49. Whatwedo OpenMarketprovidesmobilesolutionsfor enterprisestoengageandtransactwithcustomers, partnersandemployeesviathemobilechannel Ourclientstrustustopowertheirmobilebusiness
  50. 50. MobileEngagementPlatform YourSystems OpenMarket’sMEP Youraudience 1 Service'edi)ng'via'drag'and'drop'or'APIs The'workflow'engine'processes'services,'simplifies'data'integra)ons'to'your'preferred' business'systems'(CRM,'analy)cs,'other'web'services)'and'generates'reports 2 1 2 Mul)Fchannel'support'including'SMS,'MMS,'Push,'Email,'Voice'&'IVR'ensures'the'right' message'is'sent'via'the'preferred'method' 3 3
  51. 51. customersandpartners

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