Your CRM is Dead: what you need to know about Mobile Marketing Automation

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Presentation to Mumbrella 360 marketers #m360 conference on how triggered realtime engagement works and how it relates to existing customer data. How does having access to Mobile Telemetry differ from email based campaigns.

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Your CRM is Dead: what you need to know about Mobile Marketing Automation

  1. 1. Your CRM is DEAD David Jones @djinoz what you need to know about triggered mobile marketing
  2. 2. “The future is here - its just not evenly distributed” - William Gibson
  3. 3. Massive Opportunity in front of us $25B 2013 115%YOY GROWTH 1.1+ Million Apps in Appstore & Play Store People Check Phones 150x per day CTR 35% Higher on mobile SmartPhones are now the PRIMARY screen (over TV) M-Commerce the majority of e-commerce by 2018 85% prefer Mobile Apps over Mobile Websites
  4. 4. Spamming accelerates abandonment Measure Customer Intelligence Across Multiple Apps (your App or other Apps as a channel) 76% Apps abandoned within 3 months Challenges for Mobile Marketers Marketing competes with features on App Roadmap
  5. 5. Evolution of Marketing Automation Broadcast CRM/Data-warehouse Export to Letter/Email/Call Centre Triggered Email Mobile Engagement CRM/MA/Email Products (hubspot, marketo, eloqua, responsys) Mobile Telemetry
  6. 6. Meet Alex….mum - picking up kids from school Alex Has: ! ANZ Credit Card ! ! ! ! PocketBook Budget App !
  7. 7. PocketBook Pickup double reward points on your ANZ card
  8. 8. Alex is Here Woolies
  9. 9. Campaign Console Filters last-card-purchase Active 3pm-5pm weekdays
  10. 10. Alex Gets Personalised Contextual Content Alex, get DOUBLE rewards on your ANZ Card until June 30. User your card at Woolies just a short walk away.
  11. 11. A week later Alex gets a rewards update PocketBook Congrats!You’ve earned 2500 rewards since last week.
  12. 12. Inside Woolies iBeacons confirm footfall…
  13. 13. Engagement, ROI, Footfall Analytics 1. Potential Matches (e.g if they cross a geofence, or have a birthday etc) 2. Who actually matched 3. Who viewed the Landing Screen/Page 4. Footfall or other campaign ROI outcome
  14. 14. CRM vs Mobile Telemetry (triggered mobile marketing) Who Address D.O.B Income Past Transactions Support History Demographics Where they are NOW Where they WILL be How they use App When they user Apps Which Stores? When Transact Realtime Telemetry DeadDead StaticDynamic
  15. 15. 1. Know your App Users via Segmentation. (CRM/Loyalty Linkage for key triggers) Methodology for Engagement
  16. 16. 1. Know your App Users via Segmentation. Methodology for Engagement 11743 Wouldn’t you like to know the size and trending of disengaged users?
  17. 17. 1. Know your App Users via Segmentation. Methodology for Engagement 11743 Design campaigns to shift low value segments to higher value (or at least re-engaged)
  18. 18. 1. Know your App Users via Segmentation. (CRM/Loyalty Linkage for key triggers) 2.“Relevance trumps regularity” (better to touch once per week at right time) Methodology for Engagement
  19. 19. 1. Know your App Users via Segmentation. (CRM/Loyalty Linkage for key triggers) 2.“Relevance trumps regularity” (better to touch once per week at right time) 3. Omni-channel direct touch to consumer in a 1-to-1 relationship Methodology for Engagement
  20. 20. Value Proposition for Consumers Right-time, right place, right content in their preferred App News/Updates, Offers, Vouchers, Favourites, Events Time Efficiency: Relevant contextual info to drive InStore or inApp purchase
  21. 21. Summary Smart Marketers will: Punch a hole through the CRM wall to deliver contextual engagement David Jones @djinoz OK, so I was cheeky by saying CRM is dead :) BUT its: Too static Buried behind access control & beaurocratic walls

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