• A presentation about my thoughts around the evolution of intelligent
• Covering what you already know and experience through mobile marketing every
day and how we can begin to communicate better using existing technology and all
the routes available to reach a consumer on their mobile phone, helping to turn
that message into repeat business.
• Up until recently we’ve asked ourselves ‘how do we find a needle in a haystack?’ in
other words, how do we find our customers and target them effectively? Many of
us have experienced spam via our mobile devices, such as repeat PPI-SMS spam,
for example. We’ve also encouraged this through different levels of the supply
chain by building business models which encourage higher volumes at a lower
• However, this is not an effective way of communicating with a consumer. With the
exception of the few percentages which converts to a sale, it’s not a recipe for
repeat consumption or brand loyalty.
• Instead we have the ability to see every straw as a potential needle.
• We need to identify the needs of each needle, learn the best way to communicate
with them with the right message, at the right time.
• Examples of brands pursuing this sort of strategy successfully are Starbucks, Virgin
Trains and Aer Lingus.
• In our experience, if you start with a very wide range of data and then start to drill
down you can begin to target users effectively.
• Use existing CRM data to personalise a message and message non-customers using
negative data matching or lookalike customer identification, using similar customer
characteristics, for acquisition purposes SMS.
• Push on and segment further, converting more and more messaging to sales.
• You can send a segment an offer for 10% off if they download a voucher.
• You then have the ability to see how many people take up that offer. That
means you know who's replied and who hasn't.
• Then send them another voucher offering 15% off.
• Then offer them 20% off.
• That way you can not only see who your customers are, you can see what
attracts them to act on your message.
• That's a very simple example of what you can already do today, but it
enables you to start drilling down into the data and getting to know your
audience much better.
• But we can go further than that!
• The UK Payment Council is predicting that UK consumers will turn their backs on cash payments
over the next 10 years as cards and mobiles continues their ascendency.
• Consumer card usage will rise by 75% from nearly 10 billion payments to around 17 billion
payments by 2022.
• Most respondents to the Payment Council’s survey see electronic money methods on the rise,
with nearly two thirds believing that they will regularly buy purchases via their mobile handset.
• This is evolving intelligent communications to become all about tying different areas together.
Send out a message and track if the recipient of that message clicks on the embedded link and
goes through to a richer media message, for example, a HTML5. Did they call someone? Did
they buy anything? What kind of payment method did they choose? And most importantly, can
you get them back again? How do you retain loyalty?:
• Engage at the point of purchase via mobile & card payments.
• Secure real-time transactions integrated into your business systems.
• Add new insight & data to your CRM system.
• Use enriched customer data to create intelligent, targeted campaigns.
• Don’t look for one or two straws – evolve your communication strategies and incorporate the
intelligence available to you - and reach all they straws in the haystack.
• Don't just think of it as 'mobile' communication’ Once you have an idea of the sorts of triggers
that work for your audience you can then combine that with information from social media
profiles for example, you will have a host of data which you can use to hyper-personalise your
messages. That means you can target people when they arrive at Euston Station because you
know that if they get a specific message, through a channel they are most likely to respond to,
for example, SMS, email, App, Voice etc. they're likely to go to the Coffee Shop and redeem that