Direct Marketing And Mobile


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Part 2 of the bemoko/Alterian "Lifting the lid on mobile series" - this installment focuses on mobile direct marketing.

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  • Maximise revenue in a new landscape - Very different landscapemultiple channels more organic and therefore unpredictableMedia and content providers influence Nokia X Factor in connection with Carphone warehouseConsumers have influence cost of ownership –PC VCR
  • Direct Marketing And Mobile

    1. 1. Mobile Internet<br />Powered by <br />Webinar:<br />Lifting the Lid on Mobile<br />Session 2:<br />Direct Marketing<br />
    2. 2. Last Session Key Points<br /><ul><li>Market Influencers
    3. 3. The Pace Of Change
    4. 4. Handset Diversity
    5. 5. The Wider Mobile Technology Pipeline
    6. 6. The Evolving App Landscape
    7. 7. The need to use a different Approach</li></li></ul><li>“The future of the web lies in mobile phones”<br />Quotes: Tim Berners-Lee <br />
    8. 8. Market Influences <br />Media<br />Mobile<br />Social Media<br />Social, Technical & Commercial Convergence<br />Internet<br />Advertising<br />Software<br />Entertainment<br />Retail<br />
    9. 9. Mobile Marketing Growth<br />One-third of agencies expect almost one-third of their clients’ campaigns to contain mobile (or an element of mobile) in 2011, <br />
    10. 10. Direct marketing Mobile<br /><ul><li>Managing Multiple communication channels
    11. 11. Integrating mobile seamlessly with other marketing channels
    12. 12. Achieving a joined-up technology solution from different suppliers
    13. 13. Using mobile to build a profiled one-to one relationship with your customers</li></li></ul><li>Managing Multiple Channels<br />Communication<br />e-mail<br />Apps<br />Mobile web<br />Social Media<br />QR Codes<br />SMS<br />Bluetooth<br />
    14. 14. Bombarding the customer! <br />Communication<br />e-mail<br />Apps<br />Mobile web<br />Social Media<br />QR Codes<br />SMS<br />Bluetooth<br />
    15. 15. Managing Multiple Channels<br />Communication<br />Engagement ManagementTechnology<br />Cross channel campaign management <br />Knowledge of channel preferences<br />Cross channel Content Management<br />Cross Platform delivery<br />Mobile web<br />e-mail<br />Apps<br />Social Media<br />SMS<br />Bluetooth<br />QR Codes<br />
    16. 16. Engagement Management Technology<br />Delivery to the Mobile Web<br />Content Management<br />Centrally managed content for web, email, social and mobile<br />mobile handset detection (> 12,000)<br />Leading edge delivery engine using HTML5 and fully optimised dynamic pages – User preference management <br />iPhone<br />Android<br />Blackberry<br />Windows<br /> Device and user tracking geolocation- <br />Device and channel specific previews<br />
    17. 17. Put the customer at the centre<br /><ul><li>Join up marketing campaigns
    18. 18. Consolidate your database
    19. 19. Get ‘Device Aware’
    20. 20. Implement Intelligent Tracking
    21. 21. End-to-end journey</li></li></ul><li>Joining Up Technology<br />Vouchers<br />E-mail<br />Short Codes<br />SMS<br />WAP Push<br />QR Codes<br />NFC<br />Apps<br />Mobile Web<br />Video<br />Infrared<br />MMS<br />Geolocation<br />Advertising<br />Bluetooth<br />
    22. 22. Joining Up Technology<br />Engage<br />Interact<br />Transact<br />E-mail<br />SMS<br />QR Codes<br />Bluetooth<br />NFC<br />Short Code<br />Mobile Web<br />Apps<br />Vouchers<br />NFC<br />Apps/mobile web<br />Geolocation<br />MMS<br />Video<br />Mobile Vouchers<br />SMS<br />
    23. 23. Joining Up Technology<br />Engage<br />Interact<br />Transact<br />E-mail<br />SMS<br />QR Codes<br />Bluetooth<br />NFC<br />Short Code<br />Mobile Web<br />Apps<br />Vouchers<br />NFC<br />Press <br />Radio<br />TV<br />In-store<br />Apps/mobile web<br />Geolocation<br />MMS<br />Video<br />Mobile Vouchers<br />SMS<br />
    24. 24. Joining Up Technology<br />Engage<br />Interact<br />Transact<br />E-mail<br />SMS<br />QR Codes<br />Bluetooth<br />NFC<br />Short Code<br />Mobile Web<br />Apps<br />Vouchers<br />NFC<br />EPOS<br />Loyalty Card<br />Press <br />Radio<br />TV<br />In-store<br />Apps/mobile web<br />Geolocation<br />MMS<br />Video<br />Mobile Vouchers<br />SMS<br />
    25. 25. The Broken Journey<br />
    26. 26. The Broken Journey<br />
    27. 27. Mobile HTML e-mail<br />Mail Client<br />Mail Server<br />HTML <br />e-mail<br />Mail Client<br />Database<br />
    28. 28. Mobile HTML e-mail<br />Mail Client<br />Mail Server<br />HTML <br />e-mail<br />Mail Client<br />Annotations<br />Database<br />Phone Browser<br />Unique ID<br />Mobile Web Server<br />
    29. 29. Mobile HTML e-mail<br />Mail Client<br />Mail Server<br />HTML <br />e-mail<br />Mail Client<br />Annotations<br />Database<br />Phone Browser<br />Unique ID<br />Mobile Web Server<br />
    30. 30. Mobile HTML e-mail<br />Mail Client<br />Mail Server<br />HTML <br />e-mail<br />Mail Client<br />Annotations<br />Database<br />Phone Browser<br />Unique ID<br />Mobile Web Server<br />
    31. 31. Mobile HTML e-mail<br />Mail Client<br />Mail Server<br />HTML <br />e-mail<br />Mail Client<br />Annotations<br />Database<br />Phone Browser<br />Unique ID<br />Mobile Web Server<br />
    32. 32. Mobile Data and Customer Profiling<br /><ul><li>Handset
    33. 33. Make – Model – O/S - Screen size and Resolution – Release Date
    34. 34. User
    35. 35. User id created and saved
    36. 36. Revisiting users are recognised
    37. 37. All data entered is saved against the ID
    38. 38. Browsing history saved
    39. 39. Any site on the same server recognises the user
    40. 40. Other data
    41. 41. Location
    42. 42. SMS</li></li></ul><li>Summary<br />We’ve Explored:<br /><ul><li>How to implement technology and deliver targeted campaigns that don’t bombard our customers or give mixed messages
    43. 43. How to organise the technology to deliver a full end-to-end journey for the customer
    44. 44. How to join up the technology to form complete campaigns
    45. 45. How to use the additional features of mobile to build up a better picture of your customers, enabling you to deliver more targeted campaigns</li></li></ul><li>Questions:<br />Next sessions - From the Perspective of Mobile<br />Device Technology: Monday 9th May @10am UK <br />E-commerce: Tuesday 14th June @ 10am UK <br />Social Media: Tuesday 12th July @ 10am UK <br /><br /><br />
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