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.

1. Your CRM
is DEAD
David Jones @djinoz
what you need to know about triggered mobile marketing

2. “The future is here -
its just not evenly distributed”
- William Gibson

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. 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. 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. Meet Alex….mum - picking up kids from school
Alex Has:
!
ANZ Credit Card
!
!
!
!
PocketBook
Budget App
!

7. PocketBook
Pickup double reward points on your ANZ card

8. Alex is
Here
Woolies

9. Campaign Console Filters
last-card-purchase
Active
3pm-5pm
weekdays

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. A week later Alex gets a rewards update
PocketBook
Congrats!You’ve earned 2500 rewards since
last week.

12. Inside Woolies iBeacons confirm footfall…

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. 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. 1. Know your App Users via Segmentation.
(CRM/Loyalty Linkage for key triggers)
Methodology for Engagement

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. 1. Know your App Users via
Segmentation.
Methodology for Engagement
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Design campaigns to shift low
value segments to higher value
(or at least re-engaged)

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. 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. 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. 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