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Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
Dma td 100627[2]
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Dma td 100627[2]

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Transcript

  • 1. Building Mobile into your CRM
    Tim Dunn
  • 2. 1. Personal
  • 3. 2. Immediate
  • 4. 3. Actionable
  • 5. ..and now...
  • 6. 4. Social
  • 7. 5. Transactional
  • 8. The current mobile landscape
    • Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years
    • 9. This uptake will be driven by the need to access digital content such as social networks and video on the move
  • Understanding how your users consume mobile
  • 10. Case Study: Ribena
    Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM
  • 11. Case Study: Colour Catcher
    Colour Catcher used TV-driven ad response to build up a huge body of opt-in data
  • 12. By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image
    Case Study: O2
  • 13. Case Study: Walkers
    Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
  • 14. Case Study: Shelter
    Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly
  • 15. Case Study: Rimmel
    Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web
  • 16. Campaign Development
    Tim Dunn
  • 17. Campaign Planning
    • What are the campaign objectives?
    • 18. Who are the target audience?
    • 19. How does mobile fit into broader activity
    • 20. Is there already a creative idea?
  • 21. Working with mobile agencies
    You will almost inevitably have to work with at least one mobile specialist to deliver any campaign
    Main players with their specialisms are listed below:
    Promotions
  • The platforms
    • SMS platform
    Set up keywords on shortcodes
    Set up campaigns of different types
    Send bulk messages out
    Run mobile CRM
    • Suppliers:
    MIG, 2ergo, MX Telecom, WIN, Oxygen8, Velti
  • Building apps
    • An app SDK is a toolkit for your imagination:
    • 75. Touchscreen with single and multiple contacts
    • 76. Three-way orientation and movement
    • 77. GPS – current location and movement
    • 78. Launch other functions: maps, web, YouTube, iTunes
    • 79. Feed integration
    • 80. Compass
    • 81. Media playing
    • 82. Audio capture
    • 83. Camera and photo
    • 84. Contacts and viral
    • 85. Other potential features:
    • 86. Social network integration
    • 87. Notifications
    • 88. Augmented reality
    • 89. iPod integration
    • 90. IM clients
    • 91. Image recognition
    • 92. Barcode scanning or display
    • 93. In-the-picture
  • Analytics
    • A full suite of web-type analytics is available
  • Some Design ideas
    Make product view easy to navigate and implement recommendations
    If you have a product, sell it!
    Don’t let your site stand still, feed it with fresh content all the time
    Simple navigation to core content areas
  • 94. More design ideas
    Clear and clean branding
    ‘News-feed’ style view aggregates content from blogs, social networks, and CMS
    User can manage their own settings to personalise their experience
    Click through to the Direct diagnosis tool
    Access to local branches or services via built in GPS
  • 95. Building a mobile site

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