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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.

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
  • Transcript

    • 1. Mobile Internet
      Powered by
      Webinar:
      Lifting the Lid on Mobile
      Session 2:
      Direct Marketing
    • 2. Last Session Key Points
      • Market Influencers
      • 3. The Pace Of Change
      • 4. Handset Diversity
      • 5. The Wider Mobile Technology Pipeline
      • 6. The Evolving App Landscape
      • 7. The need to use a different Approach
    • “The future of the web lies in mobile phones”
      Quotes: Tim Berners-Lee
    • 8. Market Influences
      Media
      Mobile
      Social Media
      Social, Technical & Commercial Convergence
      Internet
      Advertising
      Software
      Entertainment
      Retail
    • 9. 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,
    • 10. Direct marketing Mobile
      • Managing Multiple communication channels
      • 11. Integrating mobile seamlessly with other marketing channels
      • 12. Achieving a joined-up technology solution from different suppliers
      • 13. 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
    • 14. Bombarding the customer!
      Communication
      e-mail
      Apps
      Mobile web
      Social Media
      QR Codes
      SMS
      Bluetooth
    • 15. 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
    • 16. 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
    • 17. Put the customer at the centre
      • Join up marketing campaigns
      • 18. Consolidate your database
      • 19. Get ‘Device Aware’
      • 20. Implement Intelligent Tracking
      • 21. 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
    • 22. Joining Up Technology
      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
    • 23. Joining Up Technology
      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
    • 24. Joining Up Technology
      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
    • 25. The Broken Journey
    • 26. The Broken Journey
    • 27. Mobile HTML e-mail
      Mail Client
      Mail Server
      HTML
      e-mail
      Mail Client
      Database
    • 28. Mobile HTML e-mail
      Mail Client
      Mail Server
      HTML
      e-mail
      Mail Client
      Annotations
      Database
      Phone Browser
      Unique ID
      Mobile Web Server
    • 29. Mobile HTML e-mail
      Mail Client
      Mail Server
      HTML
      e-mail
      Mail Client
      Annotations
      Database
      Phone Browser
      Unique ID
      Mobile Web Server
    • 30. Mobile HTML e-mail
      Mail Client
      Mail Server
      HTML
      e-mail
      Mail Client
      Annotations
      Database
      Phone Browser
      Unique ID
      Mobile Web Server
    • 31. Mobile HTML e-mail
      Mail Client
      Mail Server
      HTML
      e-mail
      Mail Client
      Annotations
      Database
      Phone Browser
      Unique ID
      Mobile Web Server
    • 32. Mobile Data and Customer Profiling
      • Handset
      • 33. Make – Model – O/S - Screen size and Resolution – Release Date
      • 34. User
      • 35. User id created and saved
      • 36. Revisiting users are recognised
      • 37. All data entered is saved against the ID
      • 38. Browsing history saved
      • 39. Any site on the same server recognises the user
      • 40. Other data
      • 41. Location
      • 42. SMS
    • Summary
      We’ve Explored:
      • How to implement technology and deliver targeted campaigns that don’t bombard our customers or give mixed messages
      • 43. How to organise the technology to deliver a full end-to-end journey for the customer
      • 44. How to join up the technology to form complete campaigns
      • 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
    • 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