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Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
Mobile's Data Game: How to Play by the Rules and Win
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Mobile's Data Game: How to Play by the Rules and Win

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Unlocking the power of mobile messaging presents companies with a worthwhile challenge. The mobile channels – SMS, IVR, Push, Twitter, Facebook, Passbook – return significantly more value when …

Unlocking the power of mobile messaging presents companies with a worthwhile challenge. The mobile channels – SMS, IVR, Push, Twitter, Facebook, Passbook – return significantly more value when integrated across Marketing, Sales, Communications, Support and Operations. Seamlessly developing this requisite integration, however, requires the tactical coordination of ESPs, CRMs, traditional agencies, specialist agencies and specialist technology companies. Though developing a roadmap can feel overwhelming, to those companies that do succeed go the spoils: true cross-channel interactivity, the holy grail of mobile marketing and an imposing competitive advantage in a now-mobile world.

The secret to success? Viewing mobile not as a communication strategy, but as a data strategy. Join us in this webinar as Matt Silk, CMO of Waterfall Mobile, reveals the optimal tactics for developing mobile to build relationships. Attendees will walk away with a clear understanding of what cross-channel mobile messaging actually means, as well as the required steps to get there.

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  • 1. Mobile’s Data Game: How to play by the rules and win Matt Silk, CMO @waterfallmobile Thursday, July 11, 13
  • 2. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Waterfall Mobile Corporate ๏ Founded August 2005 ๏ Offices in SF (HQ), Austin & NYC ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR, Passbook, QR Codes, Coupons & Social ๏ Access @ waterfallmobile.com ๏ Personalized engagement for mobile ๏ Intuitive user interface ๏ Full-service compliance support, including provisioning, certification & audit management Platform Thursday, July 11, 13
  • 3. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. How Mobile Drives Cross-channel Chasing the “holy grail” The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Webinar Agenda Thursday, July 11, 13
  • 4. Cross-Channel Benefits: Customers Cross-channel marketing & CRM: places customers at the center of the conversation, targeting messaging based on channel preference and permission Multichannel marketing & CRM: the use of different and disparate channels to simultaneously push the same message to the consumer Channels Brand }CUSTOMERS Channel Channel Channel Brand}CUSTOMERS © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Thursday, July 11, 13
  • 5. Marketing Operations SupportSales Cross-channel Benefits: Companies Enrich Customer Profiles Drive Costs Down Thursday, July 11, 13
  • 6. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. $48,627 $85,300 $139,003 $216,931 $311,566 $400,971 Millions of Dollars Growth of Mobile Marketing $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 Sales Impact Investment CAGR 52% 2010 2011 2012 2013 2014 2015 Source: MMA “Mobile Marketing Economic Impact Study.” May 9, 2013. Thursday, July 11, 13
  • 7. Chasing the “Holy Grail” ★ SMS ★ Passbook ★ IVR ★ Push ★ Facebook ★ Twitter Thursday, July 11, 13
  • 8. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Poll How many channels (e.g. Email, SMS, Passbook, Push, Twitter, Facebook, Instagram, YouTube) do you use to interact with your favorite brand? A) 0 B) 1-2 C) 3-4 D) 5+ Vote using your GoToWebinar control panel! Thursday, July 11, 13
  • 9. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. How Mobile Drives Cross-channel Chasing the “holy grail” The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Webinar Agenda Thursday, July 11, 13
  • 10. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Channel Pros Cons Email Channel of record Clutter of the inbox IVR Branding and personality High user touch SMS Ubiquity and open rates No rich media Passbook Rich media and location Low penetration Push Immediacy and location No interactivity or history Facebook Scale Not 1-to-1 Twitter Scale Not 1-to-1 Mobile Messaging Comparison Thursday, July 11, 13
  • 11. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Forget the Channel Customer Interactions on All Channels Richer Profile Data for Targeting Drive Thursday, July 11, 13
  • 12. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Phase I:Getting to Cross-channel Matt Silk Thursday, July 11, 13
  • 13. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Phase II:Getting to Cross-channel Thursday, July 11, 13
  • 14. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Phase III:Getting to Cross-channel msilk@mmaglobal.com 4154871200 Thursday, July 11, 13
  • 15. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. CHANNELS - CASE STUDY Anheuser-Busch Sweepstakes and beyond Tactics • Anheuser-Busch launches a new mobile campaign every few days • Vary campaign type, from sweepstakes to subscriptions, MMS, dynamic coupons and interactive voice response • Calls to action promoted across channels, including signage, digital signage, online, social media Results • Campaign depicted to the right received 85K calls in two hours and 200K after five days • Success of campaigns shared across brands in portfolio to proliferate best practices Thursday, July 11, 13
  • 16. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Instant Win Tactics • Provide compelling incentive to opt-in customers • Strong database-building initiative • Immediately notify users if they have won a prize • All facets - prizes, frequency, pacing, etc. - customizable Strategy • Promoted in store; each store used own keyword • Customers texted LB + store number to 44844 • Spurred customers to shop with newly won items • Instant notification of prize and redemption code • Tracking and reporting provided by Waterfall revealed which stores gained the most traction Results • Two-week campaign increased database size by 362% • Acquired valuable location data (store ID#) to target future messaging CHANNELS - CASE STUDY Lane Bryant Thursday, July 11, 13
  • 17. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. CHANNELS - CASE STUDY PETA Action Alerts Integrated SMS Email Tactics • User information captured upon sign up via any mobile or online channel • New data synched with CRM in real- time • Email-capture campaigns launched via SMS • Targeted outbound messaging and metadata synched to mobile CRM • Action Alert emails extended to mobile via “Reply Y” process Results • 1st Campaign: 19% conversion rate, with 43% acting within two minutes • 24%, 13% and 25% conversion rates for subsequent campaigns Thursday, July 11, 13
  • 18. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Why Cross-channel Over The Long Term 1ST GEN Direct Mail 2ND GEN Telemarketing 3RD GEN Email 4TH GEN Social 5TH GEN SMS/Push 6TH GEN --- Customer focus = channel agnostic Evolution of Direct Marketing Channels Thursday, July 11, 13
  • 19. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. How Mobile Drives Cross-channel Chasing the “holy grail” The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Webinar Agenda Thursday, July 11, 13
  • 20. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Mobile Messaging is a Complex Ecosystem ASP ESP CRM AGENCY Brands or Marketers Application Providers Aggregators Carriers Customers Thursday, July 11, 13
  • 21. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Value Chain Analysis and Management ASP ESP CRM AGENCY Brand or Marketer Application Providers Aggregators Carriers Customer ✓ Value Proposition ✓ Motivations ✓ What they don’t tell you ✓ Management approach Thursday, July 11, 13
  • 22. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. How Mobile Drives Cross-channel Chasing the “holy grail” The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Webinar Agenda Thursday, July 11, 13
  • 23. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. The Mobile Wallet Thursday, July 11, 13
  • 24. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. 1-to-1 Communication Thursday, July 11, 13
  • 25. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Why Cross-channel Over The Long Term Augmented Reality Card-linked Offers Mobile Payments NFC/RFID – Location Mobile Unique Identification ? Customer focus = technology agnostic Next Generation Mobile Marketing Thursday, July 11, 13
  • 26. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. How Mobile Drives Cross-channel Chasing the “holy grail” The Mobile Channels SMS, IVR, Push, Twitter, Facebook, Passbook Messaging Value Chain Managing the players effectively Mobile In The Future Where we’re headed Key Takeaways Actionable next steps Key Takeaways Actionable next steps Webinar Agenda Thursday, July 11, 13
  • 27. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Poll How far along is your favorite brand in developing a cross-channel mobile strategy? A) Currently does it B) Coming in 12 months C) Coming in 12+ months D) Doesn’t seem to be on the radar Vote using your GoToWebinar control panel! Thursday, July 11, 13
  • 28. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Overcome Analysis Paralysis Test and learn Implement Cross-channel Phase in three stages Message from a data perspective SMS, IVR, Push, Twitter, Facebook, Passbook Optimize the value chain Select the right partners Focus on customers Flexibility for adapting to and integrating changing technologies Key Takeaways actionable next steps Thursday, July 11, 13
  • 29. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Don’t just message. Have a conversation. For more information visit www.waterfallmobile.com or contact us directly at marketing@waterfallmobile.com Thursday, July 11, 13

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