Your SlideShare is downloading. ×
0
 
The Mobile Database and Multichannel Integration Dick Goldsmith, The Horah Group Kristy Young, ESPN Patrick Flanagan, Simo...
Direct Marketing <ul><li>The Channel  agnostic  approach to driving maximum customer  satisfaction  and optimal marketplac...
Database <ul><li>No matter what channel you use you want to  </li></ul><ul><ul><li>Build a database to improve your ROI an...
Mobile Marketing <ul><li>Way people are consuming your message </li></ul><ul><ul><li>Not a platform </li></ul></ul><ul><ul...
Mobile Marketing <ul><li>People have a highly personal relationship with their devices </li></ul><ul><li>Can move seamless...
Is Mobile Direct? <ul><li>Mobile can be used as a mass media but </li></ul><ul><ul><li>What can be more personal? </li></u...
20 Years Ago <ul><li>1991 the first fully graphical enterprise email messaging system was released  </li></ul><ul><li>Acco...
Mobile Database <ul><li>So how do you build a mobile database so </li></ul><ul><ul><li>You can send messages to the right ...
Today <ul><li>Give you the tools and strategies to grow your mobile database  </li></ul><ul><li>Provide strategies to util...
Who’s Going to do That? <ul><li>Kristy Young , Director, Product Management, ESPN Mobile </li></ul><ul><li>Patrick Flanaga...
ESPN Mobile is… <ul><li>Video  (live, and VOD): 13.6M monthly starts ( Aug) </li></ul><ul><li>Applications : 36M total dow...
Personalization Drives Engagement <ul><li>Fandom is highly personal: Live, Local, Social </li></ul><ul><li>Consistent and ...
why we <3 msging: sms, mms, push notification <ul><li>Interactivity  does not require disengaging </li></ul><ul><li>Fans  ...
Keys to Success <ul><li>Strategy  – know audience and set objectives </li></ul><ul><li>Utility  -  provide relevant conten...
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  <ul><li>Quick and simple to create </li></ul><ul><li>No cost when used </li></ul><ul><li>Multiple use...
QR Codes <ul><li>“ Slapping a QR code on an ad is not a mobile strategy. It’s important to know what you are testing and w...
Opt-In <ul><li>You can send mail to whoever you want </li></ul><ul><ul><li>(You shouldn’t send it if they have opted out o...
Text (SMS) Messaging <ul><li>Much less expensive than direct mail </li></ul><ul><li>Much better delivery </li></ul><ul><ul...
Per-keys TM (Personalized Keywords) <ul><li>Combine effectiveness of Mail with immediacy of Mobile </li></ul><ul><li>Make ...
Build Your Database <ul><li>People respond better to personalized, targeted messages  </li></ul><ul><li>When people respon...
Marrying SMS and Mail
 
Direct Mail and SMS
Tips for Success with Mobile Commerce and Marketing <ul><li>Understand why mobile is important for your business and brand...
Result… <ul><li>The return on investment and cost savings to be achieved will far exceed your expectations.  </li></ul>
Thank You! Questions?
Upcoming SlideShare
Loading in...5
×

The Mobile Database and Multichannel Integration

407

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
407
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Transcript of "The Mobile Database and Multichannel Integration"

    1. 2. The Mobile Database and Multichannel Integration Dick Goldsmith, The Horah Group Kristy Young, ESPN Patrick Flanagan, Simon Malls
    2. 3. Direct Marketing <ul><li>The Channel agnostic approach to driving maximum customer satisfaction and optimal marketplace results . </li></ul><ul><li>Larry Kimmel, President, DMA </li></ul>
    3. 4. Database <ul><li>No matter what channel you use you want to </li></ul><ul><ul><li>Build a database to improve your ROI and customer satisfaction </li></ul></ul><ul><ul><li>Effectively use that database to improve your ROI and customer satisfaction </li></ul></ul><ul><li>Mobile should be no different when you’re talking DIRECT marketing </li></ul>
    4. 5. Mobile Marketing <ul><li>Way people are consuming your message </li></ul><ul><ul><li>Not a platform </li></ul></ul><ul><ul><li>Not a list of devices </li></ul></ul><ul><li>Mobile does everything your laptop or desktop can do PLUS </li></ul><ul><ul><li>SMS, MMS </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><ul><li>Apps </li></ul></ul><ul><ul><li>Hacker Group White Paper </li></ul></ul>
    5. 6. Mobile Marketing <ul><li>People have a highly personal relationship with their devices </li></ul><ul><li>Can move seamlessly between on-line and off-line worlds </li></ul><ul><li>Device is always on and always close </li></ul><ul><li>Available at the precide moment of consumer impulse </li></ul><ul><li>Customers decide how and when to interact </li></ul><ul><li>Hacker Group White Paper </li></ul>
    6. 7. Is Mobile Direct? <ul><li>Mobile can be used as a mass media but </li></ul><ul><ul><li>What can be more personal? </li></ul></ul><ul><ul><li>What can be more direct? </li></ul></ul><ul><li>What a great opportunity to deliver relevant information when and where a customer or prospect wants it </li></ul><ul><ul><li>It’s always there </li></ul></ul><ul><ul><li>Its closer then your wallet </li></ul></ul>
    7. 8. 20 Years Ago <ul><li>1991 the first fully graphical enterprise email messaging system was released </li></ul><ul><li>According to a  Symantec  report, over 80% of the world’s email is now SPAM. </li></ul><ul><li>How did we build those email databases? </li></ul>
    8. 9. Mobile Database <ul><li>So how do you build a mobile database so </li></ul><ul><ul><li>You can send messages to the right people </li></ul></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>With the right offer </li></ul></ul><ul><li>That will get results </li></ul>
    9. 10. Today <ul><li>Give you the tools and strategies to grow your mobile database </li></ul><ul><li>Provide strategies to utilizing online and offline media to engage consumers. </li></ul><ul><li>Examples of how mobile can support and improve performance of multi-channel campaigns. </li></ul><ul><li>How to build, segment and monetize an opt-in Mobile database across multiple platforms. </li></ul>
    10. 11. Who’s Going to do That? <ul><li>Kristy Young , Director, Product Management, ESPN Mobile </li></ul><ul><li>Patrick Flanagan , VP of Digital Strategy, Simon Property Group </li></ul><ul><li>Dick Goldsmith , President, The Horah Group </li></ul>
    11. 12. ESPN Mobile is… <ul><li>Video (live, and VOD): 13.6M monthly starts ( Aug) </li></ul><ul><li>Applications : 36M total downloads (Aug) </li></ul><ul><li>ESPN Alerts : 10M active subs, 1B msgs/mo (Sept) </li></ul><ul><li>ESPN Mobile Web : 16.6M monthly visitors (July) </li></ul>
    12. 13. Personalization Drives Engagement <ul><li>Fandom is highly personal: Live, Local, Social </li></ul><ul><li>Consistent and relevant Fan experience wins </li></ul><ul><li>Serve the Fan by providing easy to discover content and design excellence </li></ul><ul><li>Build a relationship with the Fans through credibility </li></ul>
    13. 14. why we <3 msging: sms, mms, push notification <ul><li>Interactivity does not require disengaging </li></ul><ul><li>Fans opt-in to receive updates they care about </li></ul><ul><li>Messaging is the most ubiquitous of all mobile platforms and is easy to use </li></ul><ul><li>97% of messages are opened and read </li></ul><ul><li>Stands alone or integrates with other mobile elements, online, print, radio, and TV </li></ul>PUSH CONTENT (ESPN initiated) INTERACTIVITY (two way) PULL CONTENT (Fan initiated) MARKETING / DISTRIBUTION
    14. 15. Keys to Success <ul><li>Strategy – know audience and set objectives </li></ul><ul><li>Utility - provide relevant content in exchange for data (does value balance with ask?) </li></ul><ul><li>Design – clear, simple steps to participation </li></ul><ul><li>Engage – frequent communication </li></ul><ul><li>Special rules for SMS : </li></ul><ul><ul><li>Mobile Marketing Association – Consumer Best Practices Guidelines ( www.mmaglobal.com ) </li></ul></ul><ul><ul><li>Immediate response required – frequent updates </li></ul></ul><ul><ul><li>Earn trust; no tolerance for spam </li></ul></ul>
    15. 16. Have You Heard Of… As of 3.19.11, SPG was the 187 th largest firm w/ a stock cap of $30.3M
    16. 17. Quick overview - key annual mall traffic
    17. 18. Quick overview – current U.S. property footprint
    18. 20. Top Ten Mobile Database Best Practices
    19. 21. Allow for ubiquitous mobile # collection
    20. 22. Integrate TXT into existing media
    21. 23. Integrate TXT into existing media
    22. 24. Use a carrot to drive subscriber growth
    23. 25. Use a carrot to drive subscriber growth
    24. 26. Standee Winning Standee Test media & placement options
    25. 27. Don’t forget about email-2-txt
    26. 28. … Or social-2-txt
    27. 29. Drive growth thru games
    28. 30. Localize the keywords
    29. 31. Always allow for a response
    30. 32. Find a spot within radio
    31. 33. Using Direct Mail to Build Your Mobile Database
    32. 35. Marry Direct Mail and Mobile
    33. 36. QR Codes
    34. 38. 3% Postage Discount
    35. 39. QR Codes Pros Cons <ul><li>Quick and simple to create </li></ul><ul><li>No cost when used </li></ul><ul><li>Multiple uses </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Text and images </li></ul></ul><ul><ul><li>Send email & messages </li></ul></ul><ul><ul><li>Dial phone #s </li></ul></ul><ul><li>Quick access to info for users </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Merchandise info </li></ul></ul><ul><li>No info for marketer </li></ul><ul><ul><li>Phone # </li></ul></ul><ul><li>Difficult to scan </li></ul><ul><li>Not EVERYONE has a smartphone </li></ul><ul><li>One way street </li></ul><ul><li>How do QR Codes build your opt-in database? </li></ul>
    36. 40. QR Codes <ul><li>“ 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 </li></ul><ul><li>“ 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 </li></ul>
    37. 41. Opt-In <ul><li>You can send mail to whoever you want </li></ul><ul><ul><li>(You shouldn’t send it if they have opted out of receiving mail) </li></ul></ul><ul><li>Unlike mail, you can’t send a person a text message to their phone </li></ul><ul><ul><li>You MUST have opt-in permission </li></ul></ul><ul><li>People have to respond from a different media in order to contact you </li></ul>
    38. 42. Text (SMS) Messaging <ul><li>Much less expensive than direct mail </li></ul><ul><li>Much better delivery </li></ul><ul><ul><li>30% of Email addresses change in a year </li></ul></ul><ul><ul><li>18% of home addresses change in a year </li></ul></ul><ul><li>Deliver critical mass of consumers – 175MM Americans text (average texter is a 38 year old woman) </li></ul><ul><li>Engage consumers across all mobile phones </li></ul><ul><li>98% of all messages read </li></ul><ul><ul><li>95% within 15 minutes </li></ul></ul>
    39. 43. Per-keys TM (Personalized Keywords) <ul><li>Combine effectiveness of Mail with immediacy of Mobile </li></ul><ul><li>Make direct mail interactive - better response </li></ul><ul><li>Use on any printed products – on catalog pages too </li></ul><ul><li>Dynamically generates text that personalizes and targets your messages </li></ul><ul><li>“ One-click” ordering </li></ul><ul><li>Build your mobile database faster </li></ul>
    40. 44. Build Your Database <ul><li>People respond better to personalized, targeted messages </li></ul><ul><li>When people respond with a personalized keyword, you know who is responding </li></ul><ul><li>Your response to them can be targeted since you know who they are </li></ul><ul><li>You’ll get better database opt-in rates if people receive targeted opt –in requests </li></ul>
    41. 45. Marrying SMS and Mail
    42. 47. Direct Mail and SMS
    43. 48. Tips for Success with Mobile Commerce and Marketing <ul><li>Understand why mobile is important for your business and brand </li></ul><ul><li>Have a clear understanding of mobile marketing & commerce </li></ul><ul><li>Know your customer </li></ul><ul><li>Have clear objectives </li></ul><ul><li>Measure, measure, measure – and react </li></ul><ul><li>Benchmark with others </li></ul><ul><li>Have a strategy and plan, execute – GET STARTED </li></ul>
    44. 49. Result… <ul><li>The return on investment and cost savings to be achieved will far exceed your expectations. </li></ul>
    45. 50. Thank You! Questions?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×