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Tim & Mark closing session, at Making Mobile Marketing Work. 29yj June 2010.

Tim & Mark closing session, at Making Mobile Marketing Work. 29yj June 2010.

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  • 1. Tim Dunn BUILDING MOBILE INTO YOUR CRM Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 2. 1. Personal Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 3. 2. Immediate Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 4. 3. Actionable Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 5. ..and now... Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 6. 4. Social Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 7. 5. Transactional Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 8. The current mobile landscape • Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years • This uptake will be driven by the need to access digital content such as social networks and video on the move Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 9. Importance of mobile web Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 10. Understanding how your users consume mobile Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 11. Case Study: Ribena o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 12. Case Study: Colour Catcher o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 13. Case Study: O2 o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 14. Case Study: Walkers o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 15. Case Study: Walkers o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 16. Case Study: Shelter o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 17. Case Study: Rimmel o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 18. Tim Dunn CAMPAIGN DEVELOPMENT Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 19. Campaign Planning o What are the campaign objectives? o Who are the target audience? o How does mobile fit into broader activity o Is there already a creative idea? Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 20. Mobile Campaign Planning Ideation • What kind of mobile experience can we offer? • Is there a creative idea that is relevant to our objectives? Audience • What devices do our audience have? • Where can they be found within the mobile landscape? Channel • Decide between SMS, Mobile web, Apps etc • Promotion decisions: on-pack, ATL, mobile advertising etc Execution • Agency partners, specialists etc • What’s the follow-up strategy for consumers? Measurement • What does success look like for this campaign Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 21. Ideation: O2 Niggle Nobble o Objectives • Raise awareness of O2 Broadband • Acquisition o The campaign • ‘Niggle Nobble’ AR iPhone game o The Strategy • Tie in with above the line and field marketing • Drive users to social channels Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 22. Audience and Channel o Objectives • Gain advocacy for the anti-Knife Crime message ‘It Doesn’t Have to Happen’ • Do it in a youth-friendly and non- preachy fashion o The campaign • A mobile music studio featuring Beats, Loops, Synths and FX • Given away via geo-targeted Bluetooth locations o The Strategy • Connect users to mobile content incorporating the message • Place the message into the user’s real- life world Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 23. Execution: Working with mobile agencies o You will almost inevitably have to work with at least one mobile specialist to deliver any campaign o Main players with their specialisms are listed below: Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 24. Analytics: SMS Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 25. Analytics • A range of other analysis types are available Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 26. The platforms • SMS platform • Mobile CMS • App Studio • Set up keywords • Create mobile • Create your own on shortcodes site map app • Set up • Load up images • Wireframe campaigns of and text on to • Load in content different types pages and feeds • Send bulk • Integrate feeds • Import bespoke messages out • Review and features • Run mobile CRM publish • Publish to multiple platforms • Suppliers: • Suppliers: • MIG, 2ergo, MX • MIG, MOMAC, • Suppliers: Telecom, WIN, Wapple, Velti • MIG, Grapple Oxygen8, Velti Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 27. Building apps • An app SDK is a toolkit for your imagination: • Touchscreen with single and multiple contacts • Three-way orientation and movement • Other potential features: • GPS – current location and movement • Social network integration • Launch other functions: maps, web, • Notifications YouTube, iTunes • Augmented reality • Feed integration • iPod integration • Compass • IM clients • Media playing • Image recognition • Audio capture • Barcode scanning or display • Camera and photo • In-the-picture • Contacts and viral Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 28. 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 Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 29. 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 Part of Mobile Interactive Group (MIG). All rights reserved Access to local branches or services via built in GPS the mobile interactive agency Tuesday, 29 June 2010
  • 30. Example platform: Velti SMS Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 31. THE MOBILE FUTURE Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 32. Wearable technologies Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 33. Wearable technologies Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 34. No Battery life? Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 35. No Battery life? Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 36. But really... Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 37. Innovation 1: Data Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 38. Innovation 1: Data Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 39. Innovation 1: Data o Download speeds of 100-150 mBit/sec o Will enable: • HDTV for mobiles • Connect your Playstation • Steaming video o 4G will likely involve a hybrid solution with WiFi or WiMAX Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 40. Innovation 2: Augmented Reality Web data feeds Camera view AR View Compass GPS location orientation Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 41. Innovation 3: Location Smartph ones Digital Network Mappin App User Stores Experie Position Social ing network Mobile Advertis Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 42. Innovation 3: Location-Based Communities Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 43. Innovation 4: Payment Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 44. Innovation 4: Payment Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010
  • 45. Now – over to you... Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Tuesday, 29 June 2010