Mobile Channel Guide
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An overview of Impact Mobiles approach to and value of building a Mobile channel.

An overview of Impact Mobiles approach to and value of building a Mobile channel.

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Mobile Channel Guide Presentation Transcript

  • 1. Impact Mobile:Mobile Channel Guide © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 2. Impact MobileWe are and end-to-end mobile connectivity partnerWho We Are:Impact Mobile Inc. is a privately held company founded in 2002. The company is a leader in providingtechnology to enable complete end-to-end mobile marketing solutions. Impact Mobile has office in Toronto,Los Angeles, New York City and Richmond, VA.What We Do:Impact Mobile provides connectivity to all major wireless carriers in North America, allowing the company’sclients to communicate with consumers via their mobile devices. Impact Mobile’s JumpTXT™ platformprovides carrier-grade mobile marketing services for brands and retailers including Coca Cola, AirMiles,Rogers, TELUS, ING, Toronto Blue Jays, and Estee Lauder Companies to name a few.Industry Leadership:Impact Mobile has played a leadership role in the mobile industry, working with the mobile networkoperators to run the first cross-carrier short code campaign in North America. Impact Mobile founded theInteractive Advertising Bureau’s mobile practice in the US and Canada and chairs the Mobile EntertainmentForum in North America working on establishing mobile commerce security standards with ISO. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 3. ObjectiveDevelop a mobile channel to drive ROIBuild Mobile List: Enjoy 98%• Develop a robust mobile subscriber list and mobile database in open rates. parallel to WEB and eCommerce initiatives.• Capture customer profiles and preferences and build a segmented customer database for targeted marketing. Ensure communications openedDistribute Offers & Content: within minutes.• Target customers by delivering highly relevant, just-in-time content/offers directly to their mobile devices.• Enable viral marketing via mobile leveraging brand’s social footprint with help of the most loyal customers. Boost offer redemption by three times.Full mCRM Integration:• Increase relevance and use of traditional marketing channels with interactive mobile calls to action Predict eComm sales spikes with• Mobile data can be integrated into company CRM eliminating track-able mobile campaigns. cross-channel disconnect Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 4. StrategyMobile Campaign CycleActivate Touch Points:Place keyword/short code calls-to-action across CRM touch points(print, OOH, packaging, etc.) or implement number capture intowebsites and social footprint. Enhance touch points with QR Codes.These activation mechanisms offer the opportunity to engage. Activate LaunchLaunch Campaigns:Engage your consumer with straight-forward opt in requests atwebsite registration or check-out or be more specific with thepromise of immediate offers, chances to win, exclusive access,important content, or other.Measure ROI & Iterate: MeasureMeasure engagement activity with opt in/opt out metrics along withresponse and close-loop redemption rates and determine how tofurther optimize activation and campaigns going forward. Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 5. Short Codes “Text KEYWORD to 12345 to join the VIP Mobile”This is the primary messaging delivery channel This is the Short CodeOverview: In order to facilitate messaging for a mobile channel campaign a ShortCode must be provisioned and used. In North America this 5 or 6 digit number can be ‘vanity’(spelling something on a mobile number pad) or random. Every opt in and messaging touchpoint must have a short code behind it in order to properly build and use an opt in database.One short code can be used brand-wide for all initiatives within a single country. To: 12345 Msg: KEYWORDGeographical Considerations: Short codes work for theindividual countries in which they are provisioned. There is no ‘global’ short code system.Therefore, multiple short codes must be provisioned in order to run mobile campaigns inmultiple countries. Impact Mobile is a one-stop shop for global needs.Timeline: Impact Mobile will handle every aspect of the short code provisioningprocess. This includes filing all necessary applications with mobile carriers, providing fullsupport during the approval process, and maintaining full connectivity and complianceassistance with carriers. Provisioning typically takes 8 to 10 weeks in the United States and aslittle as 4 to 6 weeks in Canada. Please inquire for provisioning timelines in other countries. Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 6. List Scrubbing Your brand has been collecting mobile numbers Are you sure? First MessageValidating collected numbers is essential From: [Your Short Code] Msg: BRAND (1 of 2): Love our products? Sign-Overview: If your brand has collected phone numbers (either during a web up for BRAND TXTs & stayregistration process, at POS, or other) Impact Mobile will perform a ‘carrier look up’ to in the loop for all things BRAND. Reply YES today!determine if they are, in fact, mobile numbers. Impact Mobile will then send opt inconfirmation broadcasts to request if the owners of those numbers want to hear from thebrand. This is a key carrier compliance requirement Impact Mobile fully manages. Second MessageConfirmation Broadcast: This can be a single message or a series of From: [Your Short Code]no more than two messages asking for permission for future communication (see example). Msg: (2 of 2) You’ll getIf confirmed, a reward or offer message can be immediately delivered. Opt in requests must specials, promotions andinclude required carrier language ‘Stop? Txt STOP. Help? HELP. Msg&Data rates may apply’. VIP access - 5msg/month. Visit domain.com for info. Stop? Txt STOP. Help? HELP.Timeline: The main variable is the length of a list. Impact Mobile can run a few Msg&data rates may apply.hundred thousand carrier look ups in an hour and typically completes the process for largelists over a three day period. Following the completion of the carrier look-up, an opt inconfirmation can be run all at once or incrementally over the course of a few days. Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 7. Keywords “Text KEYWORD to 12345 to join the VIP Mobile” This is the KeywordActivate media on and off-line with KeywordsOverview: Engage the consumer with a call to action (‘CTA’) inviting them to jointhe mobile channel. Utilize existing touch points (print, in-store, on-packaging, on-linecreative, OOH, affiliate creative, etc.) and ‘activate’ promotional and marketing materialswith a valuable enticement. Quality CTAs (like instant rewards, redeemable coupons, eventaccess, tips, and more) can increase success building a mobile list. To: 12345 Msg: KEYWORDMessage Flow: When the customer texts the Keyword to the Short Code theycan receive either a single message or a series of no more than two messages (welcomingthem in one message and providing more content or an offer in another). This sets the stagefor future message broadcasting (be sure to ask about the variety of other campaign types).Timeline: With a provisioned Short Code in place, creating a Keyword to build opt in(with or without an immediate offer) can be done on a very short time-line (days, notweeks). However, it’s important to plan ahead so in-market creative production teams havethe lead-time necessary to include CTAs in designs. Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 8. Facebook Fully integrated mobile number captureActivate Facebook pageOverview: Include ‘Mobile Alerts’ as tab on main Facebookbrand page. Utilize integration APIs to implement a Facebookcompliant opt in form. Tag opt ins in mobile list to reflect sourcingfrom within Facebook to create a highly targeted broadcasting plan.Wall Posting: One of the features within ImpactMobile‘s Facebook integration API is the ability to enable an opt in topost their love and comments about your brand to all their friendsimmediately after they join the mobile list.Timeline: Implementing the Impact Mobile Facebook APIcan take just a few business days to integrate and test. Our IT staffwill support upgrades and updates in line with Facebook evolution. Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 9. Websites Fully integrated mobile number capture (1 of 3)Activate brand websiteOverview: Offer ‘Mobile Alerts’ as a feature for new visitorsand accounts created on brand site. Tag opt ins to reflect preferences(female/male, product preferences, etc.) and enable highly targetedmessaging campaigns in the future. Build the mobile channel intocommunications strategy.CRM Integration: Our IT group can assist withseamlessly integrating mobile number capture directly into your CRMwhen new accounts are created expanding your ability tocommunicate with that customer in the mobile channel.Timeline: Integrating number capture into a website canvary as a function of complexities identified in a discovery of abrand’s technical requirements (example on next page). Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 10. Websites Integrated work-flow mapping for mobile number capture (2 of 3)Evolve customer DB to include mobile.Overview: Web integrations require a proper discovery and review in order to understand technical nuance,operational requirements, and architectural variations and challenges. For example, what is the experience for a personcreating a new account (after number capture is implement) compared to a person returning to their account? ImpactMobile’s IT group can support the digital team in addressing this problem along with many others and create a solutionthat assures stability and value over the long term. DB work-flow example for a new account with SMS option: Alerts/Welcome SMS Message Brand Web/Profile Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 11. Websites iFrame for mobile number capture (3 of 3)Activate brand websiteOverview: As an alternative to plugging mobile numbercapture directly into existing registration and sign up forms, ImpactMobile offers iFrame support. Tagging opt ins to reflect requiredpreferences (female/male, product prefs, etc.) remains a powerfulfeature enabling highly targeted messaging campaigns in the future.CRM Integration: Seamlessly integrate mobilenumber capture directly into brand CRM when new accounts arecreated. The flexibility to place call outs inviting customers to ‘VIPMobile’ in a variety of places online might be an attractive option fordesign and integration teams. Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 12. SMS Messaging Mobile Messaging = ‘Reach & Frequency’ Example 1Drive ROI with steady broadcasting strategy From: [Your Short Code] Msg: Use promo code 123ABC @ BRAND.comOverview: Design a long-term messaging strategy using closed-loop tracking to by Friday to save 30%!measure the effectiveness of a broadcast (drive in-store or online). Providing relevant, Stop? Txt STOP. Help? HELP. Msg&data ratestargeted, and timely content in 160 characters or less is key to maintaining a stable and may apply.growing opt in DB. Messaging is a terrific way to direct market with open rates averaging 98%in under 4 minutes and studies showing 15x conversion and 12x purchase intent over email. Example 2Message Possibilities: These include sending timed broadcasts (Black From: [Your Short Code]Friday, Cyber Monday, Post-Holiday, etc.), time sensitive offers with expiring promo codes, Msg: BRAND launched ainvitations to exclusive events, brand tips & new product availability, and more. Messaging new product today onlinecan always include links to rich mWeb sites and be sent in a series (i.e. ‘1 of 2’ and ‘2 of 2’). only. First 1k buyers will receive a free THING. Stop? Txt STOP. Help? HELP.Requirements: SMS Messages in the US are limited to 160 characters (136 in Msg&data rates may apply.Canada) and require the inclusion of mandatory carrier opt out and rates information. Whilethis consumes some of the message space available, Impact Mobile will assist in navigatingthe requirements based upon the content and context of individual messages. Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 13. MMS Messaging Multimedia messaging gives the recipient moreOffer exciting messaging experienceOverview: SMS offers the recipient great value and insider information. MMS offersthe recipient the extra value of rich content delivered right to their mobile device andavailable to them 24/7 without a data connection once received. Content types can includevideo, slide show, or longer messaging (up to 500 characters). This offers brands the ability todistribute valuable information to customers in a compelling format. Click ToMessage Possibilities: With all SMS possibilities still relevant, MMS Watch Videoexpands brand’s ability to issue well-designed and visually pleasing content like tickets to events,coupons that can be scanned at retail, celebrity or company messages about the brand, and somuch more. Just like an SMS, MMS can be forwarded so viral potential remains intact.Requirements: MMS offers a wide variety of content formats (image, slideshow, video, audio, etc.) and requires individual review by Impact Mobile to determinecompliance with carrier regulations on rate and data information. Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 14. Campaigns “Text KEYWORD to 12345 to enter BRAND’s contest ”Launch special campaigns to drive engagement Text4Pin Text4CallOverview: In addition to building straight-forward opt in, Impact Mobile cansupport launching contests with our Prize Selection platform, roll out ‘text PIN to WIN’ offers Text2Votewith redemption tracking, offer surveys by text as a mechanism to gather customerfeedback, enable Text4Call, Text2Vote, and moderated Text/Vote2Screen, and so much more. Text4QuizAll special campaigns can include a request for opt in for on-going communications. Text2EnterProcess: Special campaigns require special guidance that Impact Mobile will behappy to provide. They include, but are not limited to, hosting Terms and Conditions for Text4Surveyspecial promotions, creating required STOP and HELP Keywords in the message scripts, anddetermining exact features and functionality to ensure a special campaign is optimized. Text2ScreenTimeline: It’s recommended to plan special campaigns months (not weeks) in Vote2Screenadvance so in-market creative production teams have the lead-time necessary to includeCTAs and other considerations in designs. Photo2Screen Launch specialized campaigns to drive further opt ins with contests, unique customer experiences and content, viral/social promotions and more. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 15. QR Codes Drive content experience on the mobile deviceActivate products and mediaOverview: QR Codes are essentially 2D Codes – graphicimages containing information accessed when the images are“scanned” by a device which can decode the information. QR Codesare used mainly for promotional delivery, providing product info,brand imagery extension, and consumer insight development.Possibilities: QR Codes offer a unique brand opportunityto change the content residing behind an in-market code that is inline with a wider brand marketing and media plan. This capabilitydistinguishes QR Codes from all other mobile marketing tools.Timeline: Impact Mobile generates QR Codes individually asneeded or in batches and fully manages the rotating content residingbehind them with our JumpTXTTM Media Platform. Activate CRM touch points with direct path to a rich experience utilizing the most advanced mobile scanning tool in the market today: QR Codes. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 16. mWeb Leverage existing web content to create an mWeb site (1 of 2)Mobilize existing web contentOverview: It is essential to recognize that mobile web use is growing exponentiallyand that brands must exist in this space. Also, in a traditional browser the web offers morescreen real estate than on a mobile device. Impact Mobile solves the challenge to optimizecontent based on the device being used to view a mobile web site when creating static pagesor when creating dynamically updated pages sourced from existing brand sites.Possibilities: As production and brand teams dedicate resources towardskeeping web content fresh, utilize Impact Mobile’s mWeb framework to feed select contentinto the smaller mobile device environment to maintain a seamless content flow.Timeline: Following discovery and compiling a spec for mobile web needs, ImpactMobile can repurpose and host existing web content with great expedience. Our ProfessionalServices group will create a roadmap for deployment in line with brand goals. Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 17. mWeb Drive opt in from a mobilized site (2 of 2)Present opt in as a requirement to gain accessOverview: Initiating a one-to-one relationship with the consumer is the key tobuilding that long-term relationship in the mobile channel. It is therefore recommended thatmobile capture is incorporated into content available on the mobile device. It does notalways have to be presented as a requirement to access content, but optimized the requestfor opt in is imperative. Impact Mobile offers a set of APIs enabling opt in from the mWEB.Possibilities: Incorporating mobile number capture into mWeb experiencesenables brands to begin one-to-one relationships with consumers enabling forward-goingcommunication when the mWeb contains something new and relevant worth promoting.Timeline: Implementing mobile number capture in to the mWeb can work as astraight-forward, stand-along opt in or as an integrated extension of your CRM. ImpactMobile’s IT group supports every aspect of integrating into the mWeb. Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 18. Reporting Deliver conversion measurement (1 of 2) The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 19. Reporting Deliver real-time data mapping (2 of 2) The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 20. Value-Add Services Mobile is a valuable new channel for communicationsThe possibilities are not limited…Shipment Notification: Incorporate messaging into your shipment notification logic within existing CRM andcreate a new and valuable service for brand customers throughout the ordering process.Replenishment: Incorporate messaging into replenishment logic for customers who wish to be reminded when theirsupply of a product is likely to be low. This little ‘tap on the shoulder’ drives tonnage.PIN-on-Receipt/Product: Utilize Impact Mobile’s propriety Pin-on-Receipt/Product technology to enableunique trackability of offers presented at POS or directly on product packaging.Mobile Apps: Consult with Impact Mobile’s best-in-breed development partners to conceptualize, design, build, andlaunch cross-platform apps (iOS, Android, Blackberry) to deliver meaningful value to the mobile portfolio.Mobile Advertising/Mobile Display: Participate in brand opportunities for partnering on messageactivity with Impact Mobile clients as we roll out various opportunities on a regular basis.Professional Services: Use Impact Mobile as a consultative resource to set strategic goals, map out operationalchallenges, and incrementally grow the mobile portfolio with confidence. Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 21. Best PracticesImpact Mobile is a leader in mobile marketingConsumer PrivacyConsumer privacy is a matter Impact Mobile takes very seriously for the benefit and protection of Clients.Impact Mobile does not sell, rent or lease an opt in databases to anyone at anytime for any reason.Opt In/Opt Out ControlsConsumer control over permission-based marketing in the mobile channel is required by the mobilecarriers. Impact Mobile implements this into every activity to ensure the consumer always decides.Carrier ComplianceImpact Mobile has 10 years of experience with the carriers regarding mobile marketing and has watchedcompliance issues evolve. Along the way and going forward we help all our Clients remain compliant. Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel. Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.
  • 22. Own The StreetTMContact: Ryan Dockman, Account Director, 460 Richmond St. West, Suite 700, Toronto, ON, M5V 1Y1 (416) 368 8400 office • (647) 267-0852 mobile • ryan.dockman@impactmobile.com © Copyright 2011. Impact Mobile, Inc. All Rights Reserved.