Direct Marketing And Mobile

Mobile Internet
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Lifting the Lid on Mobile
Session 2:
Direct Marketing

Last Session Key Points
Market Influencers
The Pace Of Change
Handset Diversity
The Wider Mobile Technology Pipeline
The Evolving App Landscape
The need to use a different Approach

“The future of the web lies in mobile phones”
Quotes: Tim Berners-Lee

Market Influences
Media
Mobile
Social Media
Social, Technical & Commercial Convergence
Internet
Advertising
Software
Entertainment
Retail

Mobile Marketing Growth
One-third of agencies expect almost one-third of their clients’ campaigns to contain mobile (or an element of mobile) in 2011,

Direct marketing Mobile
Managing Multiple communication channels
Integrating mobile seamlessly with other marketing channels
Achieving a joined-up technology solution from different suppliers
Using mobile to build a profiled one-to one relationship with your customers

Managing Multiple Channels
Communication
e-mail
Apps
Mobile web
Social Media
QR Codes
SMS
Bluetooth

Bombarding the customer!
Communication
e-mail
Apps
Mobile web
Social Media
QR Codes
SMS
Bluetooth

Managing Multiple Channels
Communication
Engagement ManagementTechnology
Cross channel campaign management
Knowledge of channel preferences
Cross channel Content Management
Cross Platform delivery
Mobile web
e-mail
Apps
Social Media
SMS
Bluetooth
QR Codes

Engagement Management Technology
Delivery to the Mobile Web
Content Management
Centrally managed content for web, email, social and mobile
mobile handset detection (> 12,000)
Leading edge delivery engine using HTML5 and fully optimised dynamic pages – User preference management
iPhone
Android
Blackberry
Windows
Device and user tracking geolocation-
Device and channel specific previews

Put the customer at the centre
Join up marketing campaigns
Consolidate your database
Get ‘Device Aware’
Implement Intelligent Tracking
End-to-end journey

Joining Up Technology
Vouchers
E-mail
Short Codes
SMS
WAP Push
QR Codes
NFC
Apps
Mobile Web
Video
Infrared
MMS
Geolocation
Advertising
Bluetooth

Engage
Interact
Transact
E-mail
SMS
QR Codes
Bluetooth
NFC
Short Code
Mobile Web
Apps
Vouchers
NFC
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS

Engage
Interact
Transact
E-mail
SMS
QR Codes
Bluetooth
NFC
Short Code
Mobile Web
Apps
Vouchers
NFC
Press
Radio
TV
In-store
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS

Engage
Interact
Transact
E-mail
SMS
QR Codes
Bluetooth
NFC
Short Code
Mobile Web
Apps
Vouchers
NFC
EPOS
Loyalty Card
Press
Radio
TV
In-store
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS

The Broken Journey

Mobile HTML e-mail
Mail Client
Mail Server
HTML
e-mail
Mail Client
Database

Mobile HTML e-mail
Mail Client
Mail Server
HTML
e-mail
Mail Client
Annotations
Database
Phone Browser
Unique ID
Mobile Web Server

Mobile Data and Customer Profiling
Handset
Make – Model – O/S - Screen size and Resolution – Release Date
User
User id created and saved
Revisiting users are recognised
All data entered is saved against the ID
Browsing history saved
Any site on the same server recognises the user
Other data
Location
SMS

Summary
We’ve Explored:
How to implement technology and deliver targeted campaigns that don’t bombard our customers or give mixed messages
How to organise the technology to deliver a full end-to-end journey for the customer
How to join up the technology to form complete campaigns
How to use the additional features of mobile to build up a better picture of your customers, enabling you to deliver more targeted campaigns

Questions:
Next sessions - From the Perspective of Mobile
Device Technology: Monday 9th May @10am UK
E-commerce: Tuesday 14th June @ 10am UK
Social Media: Tuesday 12th July @ 10am UK
www.bemoko.com
www.alterian.com

Direct Marketing And Mobile

by bemoko Ltd. on Apr 12, 2011

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Direct Marketing And Mobile — Presentation Transcript