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Neolane: Integrating the Mobile Device


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New channels such as mobile deliver new opportunities, so long as you understand how to package your communications to encourage response. But marketers must bridge the gap between emerging mobile and traditional channels to most effectively interact with and engage each customer. Learn how you can successfully integrate mobile into the traditional marketing mix.

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Neolane: Integrating the Mobile Device

  1. 1. New Generation Email Marketing: Integrating the Mobile Device Kristin Hambelton Copyright Neolane - 2010 1
  2. 2. Aligning Channels with Customers…and Maturity Put your money where your customers are:  What channels do your customers use most frequently? How have they evolved?  Align your marketing strategies and spend with customer behavior Multi-channel strategies depend a lot on your organization’s marketing maturity and customer base  Early technology adopters?  emerging channels, online video  Industry average?  email, search, some mobile  Laggards  only making their case for email marketing Copyright Neolane - 2010 2
  3. 3. Multi-Channel Marketing Improves the Customer Experience Integrated multi-channel marketing technology is an enabler for the ultimate customer experience Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009 Copyright Neolane - 2010 3
  4. 4. Mobile Technology will Help Marketers Improve the Multi-Channel Customer Experience Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009 Copyright Neolane - 2010
  5. 5. Why Mobile Makes Sense Some points  Mobile phones are highly personal objects - offer major opportunities for one-to-one, brand-to-consumer communication  Different available technologies (SMS, MMS, WAP, i- mode™…) enable interactive and real-time dialogue  An interactive channel par excellence, mobile phones are powerful communication channels and can funnel traffic to physical and electronic points of contact  Their main usage is for interpersonal communications - mobile marketing benefits from this viral nature of communications within communities Copyright Neolane - 2010
  6. 6. Evolution of the Mobile Channel U.S. consumers are ready for mobile marketing New flat-rate unlimited usage plans from U.S. carriers will foster growth Marketers are using mobile to foster cross-promotion between other media (ads, billboards, DM…  like URLs) Source: Forrester Research, Benchmark 2008: Mobile is Everywhere, July 2008 Copyright Neolane - 2010 6
  7. 7. Multi-Channel vs. Cross-Channel Multi-Channel Marketing Hits the Wall… Cross-Channel Marketing is the Future… Copyright Neolane - 2010 7
  8. 8. About Neolane The only enterprise marketing software for B2B and B2C marketers that helps optimize programs across traditional and emerging channels Manage campaigns, resources, customer data and analytics from a single platform Copyright Neolane - 2010
  9. 9. Contact Information Kristin Hambelton Senior Director of Marketing Neolane, Inc. 617-467-6760 Copyright Neolane - 2010