The Mobile Database and Multichannel Integration
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The Mobile Database and Multichannel Integration






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  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group 187 th largest
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group

The Mobile Database and Multichannel Integration The Mobile Database and Multichannel Integration Presentation Transcript

  • The Mobile Database and Multichannel Integration Dick Goldsmith, The Horah Group Kristy Young, ESPN Patrick Flanagan, Simon Malls
  • Direct Marketing
    • The Channel agnostic approach to driving maximum customer satisfaction and optimal marketplace results .
    • Larry Kimmel, President, DMA
  • Database
    • No matter what channel you use you want to
      • Build a database to improve your ROI and customer satisfaction
      • Effectively use that database to improve your ROI and customer satisfaction
    • Mobile should be no different when you’re talking DIRECT marketing
  • Mobile Marketing
    • Way people are consuming your message
      • Not a platform
      • Not a list of devices
    • Mobile does everything your laptop or desktop can do PLUS
      • SMS, MMS
      • Voice
      • Bluetooth
      • Apps
      • Hacker Group White Paper
  • Mobile Marketing
    • People have a highly personal relationship with their devices
    • Can move seamlessly between on-line and off-line worlds
    • Device is always on and always close
    • Available at the precide moment of consumer impulse
    • Customers decide how and when to interact
    • Hacker Group White Paper
  • Is Mobile Direct?
    • Mobile can be used as a mass media but
      • What can be more personal?
      • What can be more direct?
    • What a great opportunity to deliver relevant information when and where a customer or prospect wants it
      • It’s always there
      • Its closer then your wallet
  • 20 Years Ago
    • 1991 the first fully graphical enterprise email messaging system was released
    • According to a  Symantec  report, over 80% of the world’s email is now SPAM.
    • How did we build those email databases?
  • Mobile Database
    • So how do you build a mobile database so
      • You can send messages to the right people
      • At the right time
      • With the right offer
    • That will get results
  • Today
    • Give you the tools and strategies to grow your mobile database
    • Provide strategies to utilizing online and offline media to engage consumers.
    • Examples of how mobile can support and improve performance of multi-channel campaigns.
    • How to build, segment and monetize an opt-in Mobile database across multiple platforms.
  • Who’s Going to do That?
    • Kristy Young , Director, Product Management, ESPN Mobile
    • Patrick Flanagan , VP of Digital Strategy, Simon Property Group
    • Dick Goldsmith , President, The Horah Group
  • ESPN Mobile is…
    • Video (live, and VOD): 13.6M monthly starts ( Aug)
    • Applications : 36M total downloads (Aug)
    • ESPN Alerts : 10M active subs, 1B msgs/mo (Sept)
    • ESPN Mobile Web : 16.6M monthly visitors (July)
  • Personalization Drives Engagement
    • Fandom is highly personal: Live, Local, Social
    • Consistent and relevant Fan experience wins
    • Serve the Fan by providing easy to discover content and design excellence
    • Build a relationship with the Fans through credibility
  • why we <3 msging: sms, mms, push notification
    • Interactivity does not require disengaging
    • Fans opt-in to receive updates they care about
    • Messaging is the most ubiquitous of all mobile platforms and is easy to use
    • 97% of messages are opened and read
    • Stands alone or integrates with other mobile elements, online, print, radio, and TV
  • Keys to Success
    • Strategy – know audience and set objectives
    • Utility - provide relevant content in exchange for data (does value balance with ask?)
    • Design – clear, simple steps to participation
    • Engage – frequent communication
    • Special rules for SMS :
      • Mobile Marketing Association – Consumer Best Practices Guidelines ( )
      • Immediate response required – frequent updates
      • Earn trust; no tolerance for spam
  • Have You Heard Of… As of 3.19.11, SPG was the 187 th largest firm w/ a stock cap of $30.3M
  • Quick overview - key annual mall traffic
  • Quick overview – current U.S. property footprint
  • Top Ten Mobile Database Best Practices
  • Allow for ubiquitous mobile # collection
  • Integrate TXT into existing media
  • Integrate TXT into existing media
  • Use a carrot to drive subscriber growth
  • Use a carrot to drive subscriber growth
  • Standee Winning Standee Test media & placement options
  • Don’t forget about email-2-txt
  • … Or social-2-txt
  • Drive growth thru games
  • Localize the keywords
  • Always allow for a response
  • Find a spot within radio
  • Using Direct Mail to Build Your Mobile Database
  • Marry Direct Mail and Mobile
  • QR Codes
  • 3% Postage Discount
  • QR Codes Pros Cons
    • Quick and simple to create
    • No cost when used
    • Multiple uses
      • Websites
      • Text and images
      • Send email & messages
      • Dial phone #s
    • Quick access to info for users
      • Social media
      • Merchandise info
    • No info for marketer
      • Phone #
    • Difficult to scan
    • Not EVERYONE has a smartphone
    • One way street
    • How do QR Codes build your opt-in database?
  • QR Codes
    • “ Slapping a QR code on an ad is not a mobile strategy. It’s important to know what you are testing and what you want to achieve” Nicole Skogg, CEO Spyderlink, Mobile Marketing Summit 9/8/11
    • “ We are seeing through our networks 3 to 5 million scans a month – those are numbers that start to matter.” Mike Wehrs, CEO, Scanbuy, Mobile Marketing Summit 9/8/11
  • Opt-In
    • You can send mail to whoever you want
      • (You shouldn’t send it if they have opted out of receiving mail)
    • Unlike mail, you can’t send a person a text message to their phone
      • You MUST have opt-in permission
    • People have to respond from a different media in order to contact you
  • Text (SMS) Messaging
    • Much less expensive than direct mail
    • Much better delivery
      • 30% of Email addresses change in a year
      • 18% of home addresses change in a year
    • Deliver critical mass of consumers – 175MM Americans text (average texter is a 38 year old woman)
    • Engage consumers across all mobile phones
    • 98% of all messages read
      • 95% within 15 minutes
  • Per-keys TM (Personalized Keywords)
    • Combine effectiveness of Mail with immediacy of Mobile
    • Make direct mail interactive - better response
    • Use on any printed products – on catalog pages too
    • Dynamically generates text that personalizes and targets your messages
    • “ One-click” ordering
    • Build your mobile database faster
  • Build Your Database
    • People respond better to personalized, targeted messages
    • When people respond with a personalized keyword, you know who is responding
    • Your response to them can be targeted since you know who they are
    • You’ll get better database opt-in rates if people receive targeted opt –in requests
  • Marrying SMS and Mail
  • Direct Mail and SMS
  • Tips for Success with Mobile Commerce and Marketing
    • Understand why mobile is important for your business and brand
    • Have a clear understanding of mobile marketing & commerce
    • Know your customer
    • Have clear objectives
    • Measure, measure, measure – and react
    • Benchmark with others
    • Have a strategy and plan, execute – GET STARTED
  • Result…
    • The return on investment and cost savings to be achieved will far exceed your expectations.
  • Thank You! Questions?