Permission-based mobile marketing                 UK Mobile Retail Masterclass                             London, March 1...
Today Objective                             Agenda Exchange views on Permission-based   •   Why Permission-based marketin...
Why permission-based mobile marketing?           To comply with regulation….                                 Mobile Retail...
Why permission-based mobile marketing?                          relevance & trust     permission        dialogue          ...
Why permission-based mobile marketing? “Brands with the most positive conversation in their category grow 4 times faster t...
Today Objective                             Agenda Exchange views on Permission-based   •   Why Permission-based marketin...
How? Interactive SMS makes the difference                     Interactive SMS is a dialogue channel, piloted by a SIM app ...
How? Anatomy of Interactive SMS    What interaction?•   Display a message•   Closed question: the user chooses in a list• ...
How? Interactive SMS dialogue example  Opt-in   Introducing     Collecting     Collecting              Collecting         ...
Today Objective                             Agenda Exchange views on Permission-based   •   Why Permission-based marketin...
1 Collect opt-in                                                       iSMS                                               ...
2 Manage opt-in… and opt-out                                                  SMS                                         ...
3 Manage mobile loyalty – for all Engage with your audience on the go, with a consistent set of touch points for all:  iSM...
4 Give control   consistently for all users, on a SIM app        Today                             New                    ...
5 Implement the virtuous circle of Permission                             1                                               ...
Sample of current customersBrands                    Operators                               Mobile Retail Masterclass – M...
Thanksfiroze.khan@gemalto.com - UK        +44 7738 329 749anne.meilhac@gemalto.com - Europe   +33 6 7337 8827             ...
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Anne Meilhac - Gemalto

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Anne Meilhac - Gemalto

  1. 1. Permission-based mobile marketing UK Mobile Retail Masterclass London, March 15th, 2011 anne.meilhac@gemalto.com
  2. 2. Today Objective Agenda Exchange views on Permission-based • Why Permission-based marketing marketing Illustrate with case studies • How Interactive SMS helps • 5 steps to success Mobile Retail Masterclass – March 2011 2
  3. 3. Why permission-based mobile marketing? To comply with regulation…. Mobile Retail Masterclass – March 2011 3
  4. 4. Why permission-based mobile marketing? relevance & trust permission dialogue awareness respect loyalty clarity revenue simplicity profit transparence control To create trusted relationships... and grow loyalty & sustainable profits Mobile Retail Masterclass – March 2011 4
  5. 5. Why permission-based mobile marketing? “Brands with the most positive conversation in their category grow 4 times faster than the category average” LSE London School of Economics and Political Science, 2010 “Increasing positive conversations by 12% doubles sales growth” Bain & Co, 2011 Mobile Retail Masterclass – March 2011 5
  6. 6. Today Objective Agenda Exchange views on Permission-based • Why Permission-based marketing marketing Illustrate with case studies • How Interactive SMS helps • 5 steps to success Mobile Retail Masterclass – March 2011 6
  7. 7. How? Interactive SMS makes the difference Interactive SMS is a dialogue channel, piloted by a SIM app Standard SMS Interactive SMS 1. The user receives a SMS The user 2. The brand receives a invites 12345 popup and him/her to starts to participate interact . That’s it. 3. The user must write a new SMS 4. With specific key word & shortcode… Received in: SMS inbox Idle screen Content is: Informative Interactive remember a key word, To reply: remember a shortcode, create One click to action ! a new SMS, click Send Mobile Retail Masterclass – March 2011 7
  8. 8. How? Anatomy of Interactive SMS What interaction?• Display a message• Closed question: the user chooses in a list• Open question: the user types an answer in a semi-free space  Can be limited to a pre-defined number of digits (eg. 2 for age)  When creating a dialogue, you can define a minimum and maximum number of characters  Some signs like “@” can be pre-filled What « call to action» (final action of the interactive scenario)? (*)• Send pre-programmed SMS to a server• Launch a voice call• Launch a WAP navigation• Launch a USSD session USSD Data collection• Choices / selections / answers made by the user• Clicks• Handet’s IMEI and user location(*) In this case, details like the service’s phone number, wap adress, USSD command don’t appear in the message but are transparentlyintegrated in the command. The action is launched by simply pressing OK. Mobile Retail Masterclass – March 2011 8
  9. 9. How? Interactive SMS dialogue example Opt-in Introducing Collecting Collecting Collecting Thank you qualification gender age interest questions multiple calls to action Mobile Retail Masterclass – March 2011 9
  10. 10. Today Objective Agenda Exchange views on Permission-based • Why Permission-based marketing marketing Illustrate with case studies • How Interactive SMS helps • 5 steps to success Mobile Retail Masterclass – March 2011 10
  11. 11. 1 Collect opt-in iSMS Brazilian mobile operatorThe challenge• New regulation preventing anybody from sending mobile marketing messages to grey lists, and making double opt-in mandatoryThe solution• one iSMS campaign asking for customer’s permission to contact them on their mobile 17% opted-in, raising the opt-in part of the customer base to 60% Today this operator continues to run a quality CRM program on mobile Mobile Retail Masterclass – March 2011 11
  12. 12. 2 Manage opt-in… and opt-out SMS French clothing retailerThe challenge• High-end brand image• Loyalty club with many advantages• 200,000 mobile numbers database• confusion over clear consentThe solution• one text campaign to clearly validate customer’s permission to contact them on their mobile again 15% opted-out Next campaigns triggered no more opt-out (<0.4%) Today 1.2.3 runs a quality CRM program on mobile Mobile Retail Masterclass – March 2011 12 12
  13. 13. 3 Manage mobile loyalty – for all Engage with your audience on the go, with a consistent set of touch points for all: iSMS campaigns SIM Marketing Pack packaging content campaigns coupons geo- location Increased brand recall & loyalty: Increased revenues: 2-10 times more conversion + consistent touch points positively activated by your brand Mobile Retail Masterclass – March 2011 13
  14. 14. 4 Give control consistently for all users, on a SIM app Today New My Goody Bag, a loyalty card in any mobile phone, under user control My Goody Bag, a SIM app to: • opt-in / opt-out – at any time • update Interests & Preferences • change preferred moments to receive offers • keep coupons in a safe place • click to mobile website • click to call a shop with 100% of handsets The end of guessing what your customers really wants Mobile Retail Masterclass – March 2011 14
  15. 15. 5 Implement the virtuous circle of Permission 1 Create an opt-in database to provide RECRUIT reach and permission4 ROI 2 EVALUATE High response QUALIFY High revenue & profit generationMeasure campaign results Collect user data to allowMonitor satisfaction targeting 3 ENGAGE Create one-to-one dialoque with users Mobile Retail Masterclass – March 2011 15
  16. 16. Sample of current customersBrands Operators Mobile Retail Masterclass – March 2011 16
  17. 17. Thanksfiroze.khan@gemalto.com - UK +44 7738 329 749anne.meilhac@gemalto.com - Europe +33 6 7337 8827 Mobile Retail Masterclass – March 2011 17

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