5 ways to nurture profitable customer relationships via mobile messaging

794 views
662 views

Published on

Mobile messaging - SMS, MMS, Voice, Social, Push and Email - is the connective tissue required to create a seamless mobile marketing experience. Whether using mobile web, apps, wallet, location-based services or any other mobile functionality to engage customers, marketers need a data-driven messaging strategy to maximize revenue and reduce cost. This webinar analyzes five strategies marketers can implement right away in order to launch, and increase profit from, an effective mobile messaging strategy.

Participants in the webinar learn how to:

-Integrate mobile messaging with third party software or database systems.
-Modernize messaging for today's tech-savvy customers.
-Personalize content to better engage a target audience.
-Drive interactive conversations focused on inciting customer action.
-Design mobile messaging analytics to facilitate iteration and improvement.

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

  • Be the first to like this

No Downloads
Views
Total views
794
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

5 ways to nurture profitable customer relationships via mobile messaging

  1. 1. 5 Ways To Nurture Profitable Customer Relationships Through Mobile Messaging Presented by: Waterfall! April 25, 2014 Putting mobile at the heart of marketing
  2. 2. Michael Becker Co-founder & North American CEO Michael Ahearn VP Customer Development YOUR SPEAKERS
  3. 3. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  4. 4. Q&A Don’t forget to Tweet about this session using hashtag: #mCordis, #Waterfall, #personalizemobile, @mobiledirect, @Waterfall, @ahearnwaterfall
  5. 5. © 2014 Waterfall. Proprietary and Confidential. Waterfall Personalized Engagement is a compelling message sent ... at the opportune time ... in the correct format ... to a precise location ... that incites action. Company • Founded August 2005 • Offices in SFO (HQ), Austin, Atlanta Boston & NYC • Backed by Vista Equity Partners • Cross-channel mobile & social CRM via SMS, MMS, IVR, Passbook, 2D Codes, Push, Coupons & Social • SaaS platform via waterfall.com • API via apidocs.waterfall.com • Customizable support and account management • Clients include 7-Eleven, Pizza Hut, Anheuser- Busch, LG, Constant Contact and the U.S. Army Solutions
  6. 6. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  7. 7. © 2014 Waterfall. Proprietary and Confidential. The Mobile Customer Advantage Mobile is Preferred.
 75% of consumers prefer receiving ads via SMS. The opt-out rate for mobile messaging is less than 2%. Sources: Smart Insights, eMarketer MarketingProfs: 2013 / Techcrunch, Microsoft: 2012 98 PERCENT Percentage of Subscribers That View Opt-in SMS 20 PERCENT Opt-in Email 16 PERCENT Facebook Updates 29 PERCENT Tweets Response
 Time Mobile is Personal. 
 The average American has 1 cell number, versus 3 email accounts (with an average 200 unread emails). Opt-in SMS Opt-in Email 90 SECS 2.5 DAYS
  8. 8. © 2014 Waterfall. Proprietary and Confidential. Effectiveness Of Mobile Marketing Source: Salesforce, State of Marketing, 2014 5% 49% 30% 16% How effective has it been to integrate mobile into your overall marketing programs? 16% Extremely Effective 30% Very Effective 49% Somewhat Effective 05% Not Very Effective 00% Not Effective
  9. 9. © 2014 Waterfall. Proprietary and Confidential. The Future Of Mobile Customer Engagement 88 PERCENT Customers interested in mobile commerce 26 PERCENT Customers already receiving SMS or MMS coupons 58 PERCENT Customers willing to share personalization information for better rewards Source: Yankee Group, 2014 Consumer Survey, March
  10. 10. © 2014 Waterfall. Proprietary and Confidential. The Five Steps Easy-to-implement tactics for nurturing profitable customer relationships via mobile messaging: 1. Integrate mobile messaging with third party software or database systems.  2. Modernize messaging for today's tech-savvy customers.  3. Personalize content to better engage a target audience.  4. Drive interactive conversations focused on inciting customer action.  5. Design mobile messaging analytics to facilitate iteration and improvement. 
  11. 11. © 2014 Waterfall. Proprietary and Confidential. Goals: • Mobilize an email customer database. • Increase conversion rates and engagement. Strategy: • Customer information captured upon sign-up via any mobile or online channel. • New data synced with CRM in real-time. • Email-capture campaigns launched via SMS. • Targeted outbound messaging and metadata synced to mobile CRM. • Action Alert emails extended to mobile via “Reply Y” and emoji. Results: • Exponential month-over-month mobile subscriber database growth. • Campaigns: average > 20% conversion rate, with ~50% acting within two minutes. Case Study: PETA
  12. 12. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  13. 13. © 2014 Waterfall. Proprietary and Confidential. Implement Mobile CRM The Right Way CRAWL Integrate mobile messaging with existing lists and marketing databases (oh, hello email). WALK Capture profile and preference info upon mobile opt-in to launch segmentation and personalization. RUN Integrate mobile messaging into existing CRM and analytics systems. FLY Deliver dynamic, on-the-fly, personalized and rich content.
  14. 14. © 2014 Waterfall. Proprietary and Confidential. Immediate Opportunities: Do What You Already Do (Only Better) Email Lists CRM Profile/Preferences via Web Batch Segmentation Integrated Segmentation Capabilities Personalized Content Learning & Optimization
  15. 15. © 2014 Waterfall. Proprietary and Confidential. Move From “Off-the-Rack” to Tailored Content The old: “Off-the-Rack” Messaging - same message blast to everyone Keyword based opt-in One-offs: Voting, Offers Sweepstakes/Instant Win One-size-fits-all group blasts Keyword based Some segments via unique keywords or area code The new: Tailored Messaging - personalized relevance Web-based profile/preference capture at opt-in Integration with existing customer data systems Database driven segmentation: behavior, history, profile, preference, location 1-to-1 personalization of text and rich media content
  16. 16. © 2014 Waterfall. Proprietary and Confidential. The Connected Customers’ Journey Account Creation Web Profile/ Pref Capture Mobile Number Capture: incentives to marry mobile # to existing database customer file (CTA in email, web, social) NEW CUSTOMER EXISTING CUSTOMER Existing Lists or CRM System Mobile Messaging Platform w/ segments
  17. 17. © 2014 Waterfall. Proprietary and Confidential. Perfecting Mobile: Evolution, Not Revolution Partnerships: partner with market leaders who can help you mobile-enable your existing infrastructure and capabilities Strategy: build roadmap for mobile that fits your company’s marketing & business objectives Internal Resources: budget for internal mobile leaders to spread expertise company-wide Capabilities: source toolsets for in-house mobile messaging execution Prioritize: identify the most important initiatives that have measurable results Required Mindset: family (not fiefdoms)—form cross- functional teams
  18. 18. © 2014 Waterfall. Proprietary and Confidential. Goals: • Acquire new customers. • Develop experience launching an acquisition campaign using emerging media. Strategy: • Text-to-win promoted during “Try BART Week;” geared toward acquiring new riders. • Follow-up included various experimental messaging campaigns to transform new customers into long-term riders. Results: • BART CCO Linton Johnson: • “You couldn’t buy that much good press or goodwill from customers.” • “Nearly every day that week we were in the news and that contributed to the healthy increase in ridership. Our goal now is to keep those customers, and it looks good - ridership is up vs. last year.” Case Study: BART
  19. 19. © 2014 Waterfall. Proprietary and Confidential. Goals: • Build a compliant mobile customer database. • Increase sales and customer loyalty. Strategy: • Implemented cross-channel mobile marketing including mobile messaging, mobile web and QR codes. • Call to actions incentivized opt-ins through the use of instant-win functionality. • Customized logic automatically optimized prize distribution to vast customer base. Results: • Mobile opt-ins in the hundreds of thousands and tens of millions mobile coupons redeemed. • Increased subscriber database by multiple thousands per day. • Opt-out rate remained less than 2%. Case Study: Lane Bryant
  20. 20. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  21. 21. © 2014 Waterfall. Proprietary and Confidential. Source: Aberdeen, 2010; etailing Group & MyBuys 2013; Experian 2013 54%46% Consumers are 46% more likely to buy from retailers that personalize customer content. 43%57% Personalized email is 57% more effective at generating customer return and produces 6X transaction rates and revenue. The Necessity Of Personalization 34% 66% Percentage of consumers who expect a personalized experience from retailers.
  22. 22. © 2014 Waterfall. Proprietary and Confidential. Source: eConsultancy, 2013 87%13% Percentage of companies that deliver a personalized mobile experience. 57% 43%Percentage of companies that deliver a personalized desktop experience. 54% of companies plan to adopt personalization for mobile in the next 12 months. Personalization For Mobile Marketing
  23. 23. © 2014 Waterfall. Proprietary and Confidential. Inciting Action with Relevance: Create Messages That Give A Damn Profile Preferences History Behavior Demographic Technographic Social Profile
  24. 24. © 2014 Waterfall. Proprietary and Confidential. Goals: • Build a compliant mobile customer database. • Increase sales and customer loyalty. Strategy: • Integrated mobile sign-up into existing online customer registration process. • Deployed mobile CTAs onto existing marketing channels, e.g. social, print and in-store. • Captured location data upon opt in. • Synchronized subscriber data between mobile and ESP to maximize capabilities for CRM. Results: • Exponential month-over-month mobile subscriber database growth since April 2013. • Location-based coupons allow franchisees in any given location to opt-out of a specific promotion. • Thousands of coupons redeemed in-store and online monthly. Case Study: Pizza Hut Live example: Text HUT to 69488
  25. 25. © 2014 Waterfall. Proprietary and Confidential. Goals: • Build a compliant mobile customer database. • Deliver mobile coupons integrated with existing point of sale. • Increase brand awareness, sales and loyalty. Strategy: • Promoted mobile opt-in online and in-store. • Integrated with existing loyalty program fulfillment technology providers. • Offered free product incentive upon opt-in through integration with point of sale technology. Results: • Triple-digit list growth since program launch. • Thousands of monthly loyalty transactions. • Hundreds of thousands of Slurpees purchased via mobile messaging over 2-month time frame. Case Study: 7-Eleven
  26. 26. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  27. 27. © 2014 Waterfall. Proprietary and Confidential. Messaging Customers Love: Some Sizzle with Your Steak Gamification Interactive Web Experience MMS Get Emojified Social Sharing Consumer-generated Content Send to Friend 123-45
  28. 28. © 2014 Waterfall. Proprietary and Confidential. Case In Point: Mobile Coupon Gamification
  29. 29. © 2014 Waterfall. Proprietary and Confidential. Goals: • Build a mobile database to increase sales and customer loyalty. • Unify brick-and-mortar with online marketing. Strategy: • Empowered retail employees to grow database. • Each store received unique opt-in keyword for associates to promote to customers. • Employee incentives awarded weekly for most opt-ins. • Mobile messaging activated social networks. • Personalized content using store, first name and other segmentation data. Results: • Tripled mobile subscriber database with average 44% opt-in rate per store. • Mobile grew Facebook fans 600%. Case Study: Ashley Stewart
  30. 30. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  31. 31. © 2014 Waterfall. Proprietary and Confidential. Actionable Insights for Iteration: 
 What You Should (and Can) Measure Mobile Carrier Data Mobile Analytics Data A/B Splits Mobile Results Data (redemption) Channel Value Customer Lifetime Value
  32. 32. © 2014 Waterfall. Proprietary and Confidential. Case In Point: 
 Mobile Dashboard With Cross-channel Integration
  33. 33. © 2014 Waterfall. Proprietary and Confidential. Goals: • Empower local recruiters with mobile technology. • Effectively personally engage millennials. Strategy: • Developed a custom platform for recruiters to build SMS database and create campaigns focused on regional recruiting. • Inserted pre-approved content to comply with U.S. army administrative guidelines (e.g. trivia, parental guide, ASVAB, MOS info, local follow-up). • Partner with U.S. Army agency, MRM Worldwide, to create training materials and conduct webinars that disseminated mobile marketing education and best practices. Results: • Marked improvement across all regional recruiting outlets. • Ease HR management by tracking individual recruiters’ success driving opt-ins. Case Study: The U.S. Army Text ARMY to 55155 to sign up for Army Info Alerts! Message and Data Rates May Apply. 5 messages a month. Please view our Privacy Policy and Ts&Cs. For support or help at any time please text HELP to 55155, email or call 1-800-222-6885. To unsubscribe from this service at any time simply text STOP to 55155.
  34. 34. 1. Research & Industry Trends 2. Integrate Existing CRM & Mobile Customer Data 3. Use Data for Personalized, Interactive Engagement 4. Add Surprise & Delight to Your Messaging 5. Measure And Iterate Success 6. Key Takeaways Agenda For Today’s Webinar
  35. 35. © 2014 Waterfall. Proprietary and Confidential. One Channel To Unify Them All… Mobile is the Silo Buster Breaks down walls across email, television, radio, social, print, direct mail, online. Everything.
  36. 36. © 2014 Waterfall. Proprietary and Confidential. Support Sales Marketing Communications …One Channel To Bind Them Mobile is the Silo Buster Binds departments, e.g. Marketing, Sales, Support & Communications, by providing Scale Economies and Data Synergies.
  37. 37. © 2014 Waterfall. Proprietary and Confidential. Start increasing mobile ROI now: The Big Picture Mobile messaging provides glue for engagement Mobile is an evolution, not a revolution Focus on mobile-enabled, not marketing All marketing channels are mobile Know your customers, and communicate using data Measure mobile messaging and its effects Learn and iterate
  38. 38. © 2014 Waterfall. Proprietary and Confidential. How Bizarre Source: Mary Meeker KPCB 2012 adapted by Bill Gross; Derek Thompson The Atlantic May 31, 2012 23 18 1 3
  39. 39. © 2014 Waterfall. Proprietary and Confidential. Art Of The Call To Action Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI. http://artofthecta.com/
  40. 40. © 2014 Waterfall. Proprietary and Confidential. The Five Steps Easy-to-implement tactics for nurturing profitable customer relationships via mobile messaging: 1. Integrate mobile messaging with third party software or database systems.  2. Modernize messaging for today's tech-savvy customers.  3. Personalize content to better engage a target audience.  4. Drive interactive conversations focused on inciting customer action.  5. Design mobile messaging analytics to facilitate iteration and improvement. 
  41. 41. © 2014 Waterfall. Proprietary and Confidential. CHI 6/17NYC 6/04SF 5/13 Nurturing Profitable Customer Relationships Via Mobile Messaging Part of the Mobile Marketing Thought Leadership Series 
 presented by Waterfall and mCordis
 Request an invite @ bit.ly/waterfallmcordis
  42. 42. © 2014 Waterfall. Proprietary and Confidential. Further Research For market statistics and best practices, please: Read the latest post on our blog @ waterfall.com/blog Research your most pressing need @ waterfall.com/library ! ! ! Contact Michael Ahearn marketing@waterfall.com Don’t Just Message. Have a Conversation.
  43. 43. © 2014 Waterfall. Proprietary and Confidential. Addendum Mobile Marketing Stats
  44. 44. © 2014 Waterfall. Proprietary and Confidential. Source: mLightenment, 2013 Mobile Marketing Spending In The U.S. 2010 2011 2012 2013 2014 2015 $7,686 $5,910 $4,273 $2,964 $1,878 $1,248 $9,207 $7,078 $4,871 $3,060 $1,743 $991 $2,912 $2,174 $1,312$669$336$166 Mobile Direct Response Enhanced Advertising Mobile Media Advertising Mobile CRM $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 52% 44% 77% 56% CAGR Millions of Dollars
  45. 45. © 2014 Waterfall. Proprietary and Confidential. Source: mLightenment, 2013 2010 2012 Chg Television 89.5% 88.3% -1% Desktop PC 62.5% 58.1% -4% Radio 60.6% 58.8% -2% Newspapers 38.6% 36.1% -3% Magazines 28.6% 24.8% -4% Mobile Device 84.2% 89% +5% Share of U.S. Adult Population Reached
  46. 46. © 2014 Waterfall. Proprietary and Confidential. What’s The Primary Use of a Handset? 0 200 400 600 800 1000 1200 1400 1600 1800 Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q4 2011 Q4 2012 Q4 2013 PCs Smartphones Tablets Source: Enders Analysis, 2014 Estimated Global Installed Base (m.)
  47. 47. © 2014 Waterfall. Proprietary and Confidential. Source: Salesforce, State of Marketing, 2014 Current Growth of Digital Marketing Budgets 98% of marketers plan to increase or maintain their budgets for 2014. Email SMS / MMS Social Push Display SEM / SEO Mobile Ads Automation 0% 25% 50% 75% 100% 31% 34% 39% 44% 32% 36% 33% 38% 60% 55% 54% 43% 49% 57% 53% 58% Increase Remain Same Don't Know Decrease

×