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Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
Mobile Coupons Webinar
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Mobile Coupons Webinar

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  • 1. Ge#ng  It  Right*  In  Mobile Kane  Russell,  VP  of  Marke,ng Waterfall *  How  To  Extract  Maximum  ROI  From  Mobile  Coupons  
  • 2. Waterfall  and  the  Waterfall  Pla1orm Waterfall  Mobile ๏ Founded  August  2005 ๏ Offices  in  SFO  (HQ),  NYC  &  AusKn ๏ Backed  by  Vista  Equity  Partners   ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   MMS,  QR  Codes,  IVR,  Facebook  &  TwiUer ๏ Free  trial:  www.waterfall.com ๏ API  suite:  apidocs.waterfall.com ๏ Custom  applicaKon  development ๏ Short  code  provisioning,  cerKficaKon   &  audit  management
  • 3. Mobile  Coupons:   1. Stats   2. Ingredients 3. Case  Studies 4. How  To  Extract  ROI Objec:ves  For  Today’s  Webinar
  • 4. Growth  of  Digital  Marke:ng  in  the  US 2011 2012 2013 2014 2015 2016 $8,237 $7,057 $5,697 $4,238 $2,777 $1,652 $4,995 $4,217 $3,453 $2,760 $2,119 $1,590 $2,468$2,262$2,066$1,875$1,694$1,510 Email  markeKng Social  media  markeKng Mobile  markeKng $3,242 $4,896 $6,998 $9,150 $11,274 $13,232 32% 10% 26% 38% CAGR Source:  Forrester,  2011 U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions)
  • 5. Why  Mobile  Coupons? Redemp:on For  adver3sers,  mobile  coupons  offer   a  great  ROI.  Redemp3on  rates  are  10   3mes  that  of  mail  -­‐  or  newspaper  -­‐   distributed  coupons. User  Experience Text-­‐based  coupons  are  the  fastest-­‐ growing  and  most  obvious  applica3on   that  is  also  easy  to  implement. Source:  Borrell  Associates,  2011
  • 6. Mobile  Coupon  Uptake US  2010 Canada  2010 5% 11% 49% 44% 46% 45% Agree Neutral Disagree US  2010 Canada  2010 13% 23% 39% 44% 49% 33% Mobile  coupons  will  be  a  key  part  of  many  digital  marke:ng  campaigns Mobile  marke:ng  is  the  next  fron:er  in  digital  marke:ng Source:  DMA,  2011
  • 7. Mobile  Coupon  Adop:on  Rate Source:  eMarketer,  2011 Projected  Users,  USA  (millions) 2010 2011 2012 2013 35.6 28.7 19.8 13.3 96.8 92.5 88.2 83.6 CAGR 5% 39% Online  Coupons Mobile  Coupons
  • 8. The  4  Ingredients  of  Mobile  Coupons ๏ Mobile:  interacKon  via  mobile  requires  an  interacKve  approach ๏ Marke*ng:  calls  to  acKon  sKll  rely  on  tradiKonal  markeKng  principles   ๏ Means:  choose  the  best  means  –  messaging,  web  or  app ๏ Method:  choose  the  best  method  –  staKc,  dynamic  or  dynamic-­‐verified   4  steps  to  success  for  any  mobile  coupon  campaign
  • 9. Mobile  Coupons  Means  and  Method Method   ๏ Sta:c ๏ Dynamic ๏ Dynamic  Verified Means   ๏ Messaging ๏ Web ๏ Applica:on Text  Message Facebook Shopping  App Twitter LBS  App Nonshopping  App 11% 15% 20% 32% 35% 41% Mobile  MarkeKng  Format  That  Led  to  a  Purchase   According  to  US  Smartphone  Owners Source:  eMarketer,  2011
  • 10. Means:  Mobile  Messaging ๏ Defini:on:  coupon  delivered  via  direct  mobile  message  (e.g.  SMS,  MMS) ๏ Pros:  most  widely  deployable  from  technology  and  user  standpoint ๏ Cons:  less  rich  graphics ๏ Best  for:  alpha-­‐numeric  based  codes
  • 11. Means:  Mobile  Web ๏ Defini:on:  coupon  delivered  via  link  to  a  mobile  website ๏ Pros:  HTML  capabiliKes ๏ Cons:  one-­‐to-­‐many  distribuKon ๏ Best  for:  graphical  1D  and  2D  bar  codes
  • 12. Means:  Mobile  App ๏ Defini:on:  coupon  delivered  within  a  downloaded  mobile  applicaKon ๏ Pros:  rich  graphics  experience ๏ Cons:  requires  web  connecKon  and  app  download ๏ Best  for:  loyalty  programs  for  advanced  users
  • 13. Method:  Sta:c  Coupons ๏ Defini:on:  every  recipient  receives  the  same  coupon ๏ Pros:  easiest  to  set  up/deploy ๏ Cons:  least  insight  into  tracking ๏ Best  for:  build  a  list,  get  the  word  out,  drive  traffic
  • 14. Method:  Dynamic  Coupons ๏ Defini:on:  each  recipient  receives  unique  coupon  code ๏ Pros:  excellent  for  tracking  by  user  and  customizing  expiraKon  dates ๏ Cons:  more  expensive  to  set  up/deploy;  no  integraKon  with  POS ๏ Best  for:  targeted  offers,  viral  campaigns,  redempKon-­‐focused  (as   opposed  to  traffic-­‐focused)  iniKaKves
  • 15. Method:  Dynamic-­‐verified ๏ Defini:on:  each  recipient  receives  unique  coupon  pre-­‐integrated  with   point  of  sale  (POS)  machine ๏ Pros:  opKmal  for  tracking/customizing  by  user/purchase/expiraKon  date   ๏ Cons:  most  complicated  to  set  up/deploy ๏ Best  for:  campaigns  needing  detailed  reporKng
  • 16. Mapping  The  Op:ons Low LowHigh High Consumer  Reach Technical  Resources  Required Mobile App Dynamic Verified Mobile Messaging Static Tracking/Repor:ng  Capabili:es HighLow
  • 17. Case  Studies Splinter  Cell Wai:ng  For  “Superman” McDonald’s
  • 18. Call  to  Ac:on:  Splinter  Cell
  • 19. Call  To  Ac:on:  McDonald’s
  • 20. Call  To  Ac:on:  Wai:ng  For  Superman
  • 21. Call  To  Ac:on:  Incen:ves Splinter  Cell:  receive  a  free  in-­‐game   weapon Wai:ng  For  “Superman”:  $15  to   benefit  classroom  projects McDonald’s:  free  McChicken   sandwich  coupon
  • 22. Case  Study:  Ubisoj ๏ Campaign:  2  weeks  before  release,  gamers   could  text  WEAPON  to  44144  and  receive   unique  code  to  unlock  secret  weapon ๏ Objec:ve:  increase  mobile  subscribers  and   engagement ๏ Promo:on:  Email  list,  TwiUer,  Facebook ๏ Results:  80%  opt-­‐in  rate;  doubled  mobile   subscriber  list  on  the  first  day;  +  400%  by   end  of  2  weeks ๏ Key  concern:  what’s  the  engagement   strategy  with  subscribers  going  forward?  
  • 23. Case  Study:  McDonald’s ๏ Campaign:  By  submipng  mobile  number  online  would  opt-­‐in  and   receive  coupon ๏ Objec:ve:  drive  store  traffic  to  try  new  menu  item ๏ Promo:on:  TwiUer,  Facebook,  Web  in  Spanish  and  English ๏ Results:  30%  opt-­‐in  rate  aqer  receiving  coupons ๏ Key  concern:  how  can  you  moKvate  people  to  return  aqer  gepng  free   sandwich?  
  • 24. Case  Study:  TakePart/Par:cipant  Media ๏ Campaign:  by  texKng  POSSIBLE  to  77177,   users  received  a  $15  code  that  they  could   redeem  at  DonorsChoose.org ๏ Objec:ve:  ignite  personal  involvement  in   and  social  change  for  US  educaKon  system ๏ Promo:on:  online,  DVD,  in  theater,  in-­‐store ๏ Results:  $142,929  addiKonal  raised  from   parKcipants  for  a  total  of  $832,254  donated   toward  classroom  projects,  impacKng   699,738  students ๏ Key  concern:  what’s  the  strategy  to  get   parKcipants  to  share  campaign  with  others?
  • 25. The  4M’s  In  Ac:on Mobile MarkeKng Means Method Ubisoq McDonald’s PM/TP Database  built   out,  but  follow-­‐ up  unclear Clear,  well   defined  CTA Mobile   messaging Dynamic Spanish  and   English  opKons No  metadata   capture,  but   seamless  sign  up Mobile   Messaging StaKc  with   Dynamic   ExpiraKon Cross-­‐channel   integraKon Cross-­‐channel   CTAs MulKchannel Dynamic
  • 26. Key  Takeaways  For  Extrac:ng  mROI ๏ Know  your  mobile:  interacKve,  ongoing  campaigns  focused  on  maximizing   customer  lifeKme  value ๏ Know  your  marke*ng:  call  to  acKons  need  to  be  clear  and  remember  to  focus  on   user  experience   ๏ Know  your  means:  “mobile”  means  three  things  –  messaging,  web  &  app  –  all   have  pros  and  cons,  choose  what’s  best  for  your  campaign ๏ Know  your  method:  “mobile  coupons”  means  three  things  –  staKc,  dynamic  &   dynamic  verified  –all  have  pros  and  cons,  choose  what’s  best  for  your  campaign Know  your  4  m’s.  Then  deploy  according  to  your  best  strategy
  • 27. Any  Ques:ons? For  more  informaKon  visit  www.waterfall.com Or  contact  us  directly:  markeKng@waterfall.com More  industry  informaKon   available  on  our  blog  @   waterfall.com/blog/

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