Notes version: Evolving Direct into the New World at Sprint


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Notes version: Evolving Direct into the New World at Sprint

  1. 1. 9/30/2011 Evolving ‘Direct’ into the New World Roshni Cox, Sprint Kevin Newby, Euro RSCG Deliver content when and where our customers want it• Customers are engaging with their device 12+ hours a day. Open up our sending time frame to reach consumers throughout their morning, afternoon and evening and expand into weekends to become a part of their lives 7:00 am 8:00 am 12:00 pm 6:00 pm 8:00 pm 11:00 pm Grocery store Facebook Lunchtime Web Alarm Clock GPS in Car shopping list during ads Youtube TV in bed Facebook Pandora TV /Kindle in IMDB search Check Photo MMS of the Gym about show Set Alarm Facebook Day Clock Local News update Recipe lookup Quick email Work= weather, social networking sites and local newsresponse Call Text Chat Always on and connected means devices woven seamlessly into daily life 1
  2. 2. 9/30/2011Three Consumer Trends Impacting Mobile andDriving Communication ImplicationsTrend 1: Rise of the Personal Portal Rise of the Personal PortalTREND: RISE OF THE PERSONAL PORTAL MOBILE ISN’T JUST FOR IMPLICATION: CONSUMERS ON-THE-GO 2
  3. 3. 9/30/2011Trend 2: Pre-emptive Gratification Pre-emptive Gratification TREND: PRE-EMPTIVE GRATIFICATION IMPLICATION: FEED THE NEED FOR CONTENT Pre-emptive GratificationTREND: PRE-EMPTIVE GRATIFICATION RELEVANT CONTENT ISN’T JUST IMPLICATION: DEMANDED, IT’S EXPECTED Understand what your best consumers want to hear, not what you want to tell them Mobile behavior in United States, October, November, December 2010 Percent of total mobile audience (Age 13+) 3
  4. 4. 9/30/2011Trend 3: Deal Seekers vs. Brand Loyalists TREND: DEAL SEEKERS VS. BRAND LOYALISTS ENGAGE IMPLICATION: BEYOND OFFERS Euro RSCG Discovery Mobile Marketing VisionEmbrace mobile as a key communication tool in a fully integrated, multi-channel customer contact strategy. Target audience with content relevant to their mobile, digital, and social behavior and interests. Three Guiding Principles 1. FOCUS THE AUDIENCE Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011. 2. DEVELOP RELEVANT CONTENT Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise. 3. CONSIDER BEST USE OF CHANNEL Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer. 4
  5. 5. 9/30/2011 Focus the Audience FROM: Broadcast TO: Narrowcast Target all segments even Target only segmentsaccommodating the lowest embracing advanced technology and usage technology and usageSmartphone Users are on the Rise• Late Adopters Adopting 2011 is the year of increased smartphone accessibility – Smartphones will become more affordable and available to the masses • Users are graduating from feature phones – These new users are likely less active (initially) but will grow into the technology Develop Relevant Content FROM: Duplication TO: Aligning with BehaviorDuplicative program and content Create relevant content consistent(e.g., recreating the same with mobile behavior, attitudes,content on DM, EM, and Mobile) media consumption, role in technology, psychographics, etc. 5
  6. 6. 9/30/2011 Respect Your CustomersKey Content Considerations• If it isn’t relevant to the customer, don’t send it • Is it something the customer wants to know? • Will it provide the customer value?• MVP = Mobile Value Proposition • Give customers a reason to open your messages • Customers want/need a positive ROI• Mind the gaps • Sending too often WILL lead to… • Opt outs • Being placed on a do not text list • Ultimately damaging your brand Consider Best Use of Channel FROM: Channel-blindness TO: Channel-aware Isolated lifecycle programs Integrate direct mail, mobile, delivering the same message digital, and social assets into across various tactics (DM, the customer experience Email, SMS) to the same through unique use of each audience channel that is content and user relevant Capitalize on the dynamic opportunities with mobile The future of Mobile is beyond mobile as a single tactic. Plan for communication strategies that focus exclusively on mobile will be less successful than those that think beyond mobile by better connecting consumers with the online and physical world. Wider eco-systems center on consumer behavior rather than specific devices. Source: MWC 2011: Forrester Leverage unique attributes of each communication channel The email channel is perfect for providing information, creating excitement, interest and buzz and for driving to online destinations The mobile channel serves as an engagement tool and encourages usage on device The social channel is dependent on two way conversations between brand and consumer and peer to peer The direct mail channel provides an opportunity to tell the full story while promoting services and products 6
  7. 7. 9/30/2011 An example of a truly integrated direct Sprint program Device Track ProgramMedia/ Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15FrequencyDMEMMobile Our strategy is to use data to contact customers anywhere/everywhere with personalized and relevant communications Digital Contribution Map flickr Facebook 3rd Party Emails YouTube Twitter Paid Media Earned Media Search Linked In myspace Banners Digg Display Ads Emails SMS Apps MMS Owned Media Online Site WAPs Landing Pages Video QR Codes Microsites 7
  8. 8. 9/30/2011 Data Drives Relevance in a Cluttered Environment Target customers where they are with relevant communications based on their behavior EmailSMS SprintFreeMSG: Check out the new HTC Evo View 4G tablet. The power of the EVO, Sprint 4G, and the FREE HTC Scribe, Reply End to stop Customers are also enabled withpersonal choices of which channels they can be contacted Email MobileOptimization is key to enhancingand evolving communications that meet consumers’ ever changing needs 8
  9. 9. 9/30/2011 30.5% of mobile users are using their mobile device for email • 70 million mobile users accessed email via a mobile device – 43.5 million access email via mobile on a near daily basis Given that almost 23% of the US population is accessing email via a mobile device we need to adapt our current templates to provide a satisfying mobile user experience • However, a technology “silver bullet” does not exist, we need to approach optimization from a design perspectiveEvolution of Mobile Template for Email Current template support Hybrid template will an email client or browser support email client, experience browser & mobile browserA destination strategy keeps the customer experience top of mind, but also helps contain them within a Sprint experience either mobile or online• is our goal destination however we know customers may browse on mobile and shop online – is currently only used for shop, ratings and reviews • A simple footer bar can create a significant traffic driver to the mobile web – is used for detailed product/plan/account information, shop, ratings and reviews• Driving to or allows for further Omniture implementation providing richer data for analytics Provide a defined destination for further engagement 9
  10. 10. 9/30/2011Optimizing the Email Click Through Mobile OS Experience Detect Browser & Delivers Optimal Experience Email Comm CPU OS Optimizing WAP Design Evolution of Device Education Test, Learn, Apply! WAP Content Philosophies: •Less is more •Clear calls to action •Short, concise copy •Well organized •Clear hierarchy of messaging •Strong mix of graphics & text Establish a Measurement Plan for Program Optimization1.) Identify Campaign Objectives 2.) Measuring the Objectives3.) Expected User Engagement Path 4.) Data Collection Points Typically a iconographic map of Overlaid on top of the experience is engagement path from placement to the location of what points in the landing page and on to any goals experience are measured by what for each traffic driver measurement tools 10
  11. 11. 9/30/2011This is how it looks when it all comes together…. 4 Sprint Case 11