Incentivated camerjam mobile finance masterclass
Upcoming SlideShare
Loading in...5
×
 

Incentivated camerjam mobile finance masterclass

on

  • 840 views

 

Statistics

Views

Total Views
840
Views on SlideShare
747
Embed Views
93

Actions

Likes
1
Downloads
17
Comments
0

1 Embed 93

http://www.camerjam.com 93

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Incentivated camerjam mobile finance masterclass Incentivated camerjam mobile finance masterclass Presentation Transcript

    • Publishing across different mobile platforms Jonathan Bass, Managing Director 20 May, 2011Copyright Incentivated Limited 2011 www.incentivated.com
    • Contents About Incentivated Mobile marketing best practice Financial services examples NFC marketing Copyright Incentivated Limited 2011
    • Who we areSummary Incentivated is an independent technology company and mobile marketing services agency We have 10 years’ experience operating exclusively in mobile marketing We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Who we areJust some of our clients Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • What we doFull service capability Technologies Needs 5 formats 3 key areas of client activity enterprise messaging (SMS, acquisition MMS etc) CRM mobile internet mCommerce apps short codes and QR codes location marketing Services 2 consultancy offerings creative strategy Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • How we do itEngagement is spread across three levels CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services Campaign strategy and execution Marketing, Creative & Design, build & hosting of mobile internet sites* Advertising Agency Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile and email marketing Mobile Marketing, Internet Mobile internet site publisher & mCommerce Platform mCommerce suite Self-serve functionality (“SaaS”) SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes Messaging Gateway & Mobile content management system (CMS)** Software Company Systems integration and various APIs Development of both handset & server-side apps *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Contents About Incentivated Mobile marketing best practice Financial services examples NFC marketing Copyright Incentivated Limited 2011
    • Mobile is not easyDevice fragmentation and different standards make mobile different to desktop Progressive enhancement required (multiple presentation layers) When to build an app or a site ‘Native’ as opposed to cross-platform web-apps Desktop analytics tools do not work properly for mobile How secure are the devices themselves? ‘NFC marketing’ Implications for SCV Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Technologies A complete mobile marketing strategy includes five components: Product summary Product summary Product summary Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Strategies Mobile can be used by clients to enhance their key marketing and delivery strategies: Whitepaper Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • The mobile internet has come of ageUsers are already on your site Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • You get blamed for a bad mobile experienceNo site at all, or a single mobile presentation layer only, are no longer options Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Brand The Phone Network The User 60% (site) Provider 40% 44% 34% 29% 20% 0% 5% Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • WWW, emails & SMS will drive mobile trafficAccurate device detection is a must Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Handset detection optionsThere is really only one option Credentials presentation Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Mobile site implementationBecause of the proliferation of handsets, mobile is more complicated than desktop Developing a single mobile presentation layer is false economy A minimum of three is required (smart, feature and legacy phones) The are four broad approaches: Mobile CSS stylesheet within CMS Integrated with CMS and client hosted (parallel) Less risk for the client but reporting is poor (requires access to APIs) Integrated with CMS and supplier hosted (parallel) Produces a superior result but dependent upon on-going support from supplier Transcoded Quick to market, but neither highly resilient nor creatively adventurous It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS Credentials presentation Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • The value of third party tools (APIs)Mobile relies upon data from mobile networks and handsets are diverse Uniqueness For cellular this is not measured by IP address but a unique and persistent ID from the mobile network Most desktop reporting tools misclassify or lose many mobile sessions Device identification There are over 10,000 profiles and 5-10 are added each day A cached resource will be out of date very quickly Managing such a resource is costly Real-time content adaptation MIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Design and UX are as important as on desktop Navigation – ‘Bread Crumbs’Location dependant content Leading content Promoting Maps SearchTime/promo specific content Leading content Navigation - Menu Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • ‘Cookie cutter’ or bespoke approach to a site? Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Information ArchitectureProduct Category Hierarchy Campaign Ability to manage all product centrally Site Taxonomy to be shared across Master multiple sites Category Primary Structure Site Segmented deployment to campaign sites Mobile Site Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Enterprise Content Management Master Head Office Content Created Content Translation English German French Italian Layer UK UK UK CampaignsWebsite Mobile site Mobile App Social Email/SMS Channel Content Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • TechnologiesApps Device and OS fragmentation is not insurmountable either native, per platform or cross-platform ‘web-apps’ Don’t build native unless you need to “… develop new apps as web apps, and turn them into native apps when theyve been validated.” Daniel Roth, Fortune 500 (AdAge) Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Mobile App or Mobile Website?A native app comes into its own for games and tools; a site usually suffices Mobile Mobile Web Cross-Platform App Applications SiteOnline content Y Y YOffline content Y Y (HTML 5 data store) YAudio / Video Y Y YInteractive graphics Y Limited YInstall on ‘home screen’ Y Y (iPhone) YMulti-platform Build for each device Y YSingle entry-point (URL) Requires install step Y Requires install stepLocation Services (GPS) Y Y YNotifications Y Y (SMS) YDevelopment costs Once per OS Once OnceMaintenance costs Repeated per OS Once OnceApp store required (cost) Y N Y Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • An app should interface with middlewareScreen-scraping results in broken links and egg on face Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • TechnologiesShortcodes & QR codes QR codes work much the same as the barcodes you see printed on products at a retailer A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links) Incentivated’s QR code campaign for STA Travel Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • TechnologiesEnterprise messaging Messaging volumes continue to grow – everyone can use SMS and MMS Reaching consumers with messaging is incredibly effective 74% would opt-in to a brand’s database if done properly Consumers open to receiving messaging between 10am and 8pm in particular 69% happy to receive a message per week MMS achieves amazing cut- through Source: IAB/DMA mobile messaging study, September 2010 Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • StrategiesmCommerce The best commerce strategies encourage consumers to purchase and consume content and products on the go 85% Increase in mobile retail usage in EU5 from 2009 to 2010* 35% Of people search for products to buy on their mobile phones** *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Example mCommerce app - King of Shaves Home Page m-Video Delivery details Payment options Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Contents About Incentivated Mobile marketing best practice Financial services examples NFC marketing Copyright Incentivated Limited 2011
    • Mobile is used in a myriad of waysLike retail, financial services was an early adopter Direct response advertising Brand building Sales promotions CRM e.g. reminders, fraud alerts, surveys Loan and insurance applications etc Transferring funds, accessing bank accounts Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • O nl in e In Br an ch O ut bo ACQUISITION un d DM Te lep h on y Ap pl icat Ag ion re r em ecei en ve Ag tS d re en em t en Ch tr as ec er eiv Ca s ed rd & we APPLICATION PROCESS lco m ep ac k AcMobile Finance Masterclass 24/5/11 tiv at io n Data append is an efficient way of growing a database BT & Re ta il re Ba m lan in ce de Tr rs Cu an rre sfe nt rs Ba & lan Re Av ta ce il a il ab O ffe le rs Pa Ba RETENTION / CRM ym lan en ce tD M ue in Da im te um Pa Enterprising messaging & credit card lifecycle ym en t Copyright Incentivated Limited 2011
    • Sites work best for acquisitionCampaign sites, run from www or advertised on mobile, work well Sales promotions and product information are suited to the mobile internet Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster Large budgets needed SMS direct response continues to generate high ROI due to low entry cost Incentivated’s campaign for Fidelity Investments Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Contents About Incentivated Mobile marketing best practice Financial services examples NFC marketing Copyright Incentivated Limited 2011
    • Near Field CommunicationSecure mobile payments standard Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Biggest change in payments in 40 yearsHandset (second chip), app, network operator and card issuer working together Uses very short distance radio and induction almost ‘contactless’ Touch to make transaction without the need to enter PIN Limited to £15 per purchase Connects to credit or debit card Same retail infrastructure as Paywave etc ‘NFC marketing’ for free? Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • ‘NFC Marketing’Not many people know about this After paying with an NFC phone you can collect a voucher as part of a loyalty programme or simple ‘collect advertising’ From an EPOS system or a transceiver in a shop window Various executions ‘bump to browse’ ‘bump to call’ ‘bump to message’ DMA/Orange looking for a brand to participate in NFC marketing trial/case study Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
    • Thank You Jonathan Bass Managing Director jonathanb@incentivated.com Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to 62233for a link to a reader appropriate for yourphone) Copyright Incentivated Limited 2011 www.incentivated.com