Vibes and Guest Forrester Define "Next Level" Mobile Marketing

on

  • 945 views

Mobile marketing is one of the most effective ways for marketers to engage their customers, but many are still playing catch-up. Building a successful mobile marketing program is crucial, but how do ...

Mobile marketing is one of the most effective ways for marketers to engage their customers, but many are still playing catch-up. Building a successful mobile marketing program is crucial, but how do you do it, how much should you invest and what does success look like?

In this webinar, you will learn about: the state of the mobile consumer, effective mobile strategies and best practices to build deeper relationships with your customers that drive loyalty and sales, mobile platforms, mobile wallet, personalization and more!

Statistics

Views

Total Views
945
Views on SlideShare
945
Embed Views
0

Actions

Likes
1
Downloads
28
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Vibes and Guest Forrester Define "Next Level" Mobile Marketing Vibes and Guest Forrester Define "Next Level" Mobile Marketing Presentation Transcript

  • Vibes and guest Forrester research define “next level” mobile marketing ACCELERATE YOUR MOBILE MARKETING PROGRAM TODAY! #NextLevelMobile !
  • ©2013 Vibes All rights reserved. Confidential1 #NextLevelMobile ! Jack Philbin Melissa Parrish Today’s presenters! Principal Analyst & Research Director, Forrester Research, Inc. Co-founder & CEO, Vibes, and chairman of the Mobile Marketing Association (MMA) North America
  • ©2013 Vibes All rights reserved. Confidential2 #NextLevelMobile ! Defining “next level” mobile marketing! Mobile marketing ! Mobile advertising! Mobile ! experiences! Mobile service! mobile display ads sponsored- text rich media ads apps mobile web location- based services m-commerce Mobile media buys mobile wallet! QR codes SMS MMS mobile alerts mobile database loyalty program activation service alerts targeting & segmentation push notificationpayments
  • ©2013 Vibes All rights reserved. Confidential3 #NextLevelMobile ! The Mobile Playbook in Action #NextLevelMobile !
  • ©2013 Vibes All rights reserved. Confidential4 #NextLevelMobile ! Getting to “next level” mobile marketing! Mobile marketing! experimentation! Project-based approach Mobile as a standalone Marketing to the “masses” Mobile relationship! management! Long-term mobile strategy! Combine mobile into the overall marketing mix! Data integration: mobile database linked to CRM, loyalty, mail and 3rd party data sources Utilize several mobile channels! In-depth metrics/ROI! Advanced segmentation ! One-to-one marketing Mobile marketing! programs! Program-based approach Build a mobile database Run regular campaigns Utilize multiple mobile channels Basic reporting Light segmentation Walk Run Fly
  • ©2013 Vibes All rights reserved. Confidential5 #NextLevelMobile ! Mobile relationship management framework!
  • ©2013 Vibes All rights reserved. Confidential6 #NextLevelMobile ! Weaving mobile into the customer journey! AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY! DIGITAL TOUCHPOINTS OFFLINE TOUCHPOINTS social media integration mobile opt-in in-store call to action Passbook mobile web print signage loyalty program mobile video DIGITAL TOUCHPOINTS OFFLINE TOUCHPOINTS receipt activation
  • ©2013 Vibes All rights reserved. Confidential7 #NextLevelMobile ! Technology enables ‘next level’ mobile marketing! How Who•  Easy to use/intuitive •  Fully integrated •  Robust reporting •  In the cloud •  API driven •  CMO •  CRM •  Digital marketers •  Loyalty marketers •  IT What •  SMS/text •  MMS •  QR codes •  Push •  Post-click engagement (Mobile Web) •  Mobile wallet (Apple Passbook & Google Wallet) •  Mobile CRM (Targeting & Segmentation) Mobile marketing platform
  • ©2013 Vibes All rights reserved. Confidential8 #NextLevelMobile ! Email Direct mail Advertising In-store Social Developing and integrating your mobile strategy! Mobile strategy Mobile Strategy Define mobile objectives Establish KPIs/metrics Build 6 – 12 – 24 month plan Utilize multiple mobile levers Integrate w/ overall marketing plan
  • ©2013 Vibes All rights reserved. Confidential9 #NextLevelMobile ! How do you get there? Where do you start? ! Mobile marketing! experimentation! Project-based approach Mobile as a standalone Marketing to the “masses” Mobile relationship! management! Long-term mobile strategy! Combine mobile into the overall marketing mix! Data integration: mobile database linked to CRM, loyalty, mail and 3rd party data sources Utilize several mobile channels! In-depth metrics/ROI! Advanced segmentation ! One-to-one marketing Mobile marketing! programs! Program-based approach Build a mobile database Run regular campaigns Utilize multiple mobile channels Basic reporting Light segmentation Walk Run Fly
  • ©2013 Vibes All rights reserved. Confidential10 #NextLevelMobile ! The power of mobile data! Awareness Engagement Transaction Loyalty Time Location Interaction Mobile data CRM data 3rd Party data
  • ©2013 Vibes All rights reserved. Confidential11 #NextLevelMobile ! One-to-one marketing Closing the loop Revenue growth Key outcomes “Next level” mobile marketing!
  • ©2013 Vibes All rights reserved. Confidential12 #NextLevelMobile ! Mass marketingMass marketing Lightweight targeting One-to-one marketing! Mass marketing Lightweight targeting Right message, right person, right time, right location!
  • ©2013 Vibes All rights reserved. Confidential13 #NextLevelMobile ! Closing the loop drives better results and stronger ROI! AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY! Top of Funnel! Lower Funnel! •  Mobile Advertising •  Messaging •  Post Click Engagement We need to connect top of funnel with lower funnel! •  Mobile Wallet (Apple’s Passbook & Google Wallet) M
  • ©2013 Vibes All rights reserved. Confidential14 #NextLevelMobile ! Closing the loop drives better results and stronger ROI! AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY! 1X! 2X! 4X! 8X! Mobile Web! Mobile Wallet
 (Apple’s Passbook & 
 Google Wallet)! Re-targeting! Loyalty! Ad! 1X! Ad!
  • ©2013 Vibes All rights reserved. Confidential15 #NextLevelMobile ! Mobile marketing can help you grow your revenue! Foot traffic! Average order! Lifetime value!
  • ©2013 Vibes All rights reserved. Confidential16 #NextLevelMobile ! Accelerate to “next level” mobile marketing! Assess your current state Define your objectives for mobile marketing Integrate your mobile plan w/ your marketing plan Chart your course (6 – 12 – 24 month plan) Don’t delay the inevitable – get started today!
  • ©2013 Vibes All rights reserved. Confidential17 #NextLevelMobile ! Q & A JACK PHILBIN! Co-Founder & CEO, Vibes Chairman NA, MMA Jack@vibes.com @jackphilbin