Integrating Mobile for a True Cross Channel Marketing Experience


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Overview of how mobile should be integrated in the cross-channel mix. See how EMI music is already using it effectively.

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Integrating Mobile for a True Cross Channel Marketing Experience

  1. 1. New Generation Email Marketing: Integrating the Mobile Device One Gateway Center Newton, MA
  2. 2. <ul><li>The Multi-Channel Toolkit </li></ul><ul><li>The relationship marketing toolkit has evolved </li></ul>Channels Tactics Budgeting Planning Batch&Blast Coupons Promo codes Direct Mail Call-center In/Outbound Stores New Tactics Profiling/Scoring Closed-loop Event-triggered Dialogue Personalization Optimization Conversion/ROI New Channels Website Email Mobile: SMS, WAPpush, MMS RSS POS Blogs Social Media Today At the age of Web 2.0
  3. 3. <ul><li>Mobile Technology will Help Marketers Improve the Multi-Channel Customer Experience </li></ul>Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009
  4. 4. <ul><li>Evolution of the Mobile Channel </li></ul><ul><li>U.S. consumers are ready for mobile marketing </li></ul><ul><li>New flat-rate unlimited usage plans from U.S. carriers will foster growth </li></ul><ul><li>Marketers are using mobile to foster cross-promotion between other media (ads, billboards, DM…  like URLs) </li></ul>Source: Forrester Research, Benchmark 2008: Mobile is Everywhere, July 2008
  5. 5. <ul><li>Mobility today </li></ul><ul><li>2 types of SMS </li></ul><ul><ul><li>Push SMS : SMS messages broadcast from the operator to the subscriber (Mobile Terminated) </li></ul></ul><ul><ul><li>Pull SMS : SMS sent from the subscriber via the network (Mobile Originated) </li></ul></ul><ul><li>Operator network SMS center </li></ul><ul><li>Pull </li></ul><ul><li>Pull </li></ul><ul><li>Push </li></ul><ul><li>Push </li></ul><ul><li>Mobile </li></ul><ul><li>Mobile </li></ul>
  6. 6. <ul><li>Three Types of Mobile Marketing Campaigns </li></ul><ul><li>SMS-Mailing Campaigns </li></ul><ul><ul><li>Information messaging, marketing messaging, customer data capture, and multi-cannel processes </li></ul></ul><ul><ul><li>Examples: Password reminds, funnel traffic to online stores, update customer data, mobile+ another channel </li></ul></ul><ul><li>SMS-Interactive Campaigns </li></ul><ul><ul><li>Marketing and entertainment, viral marketing, and services; requires short # or alias </li></ul></ul><ul><ul><li>Example: Games, quizzes, micro payments, ring tones, music downloads </li></ul></ul><ul><li>SMS-Content Campaigns </li></ul><ul><ul><li>Virtual ‘galleries’ of a brand for customers; fully mobile relationship </li></ul></ul><ul><ul><li>Example: music, logos, tones, images, videos, games </li></ul></ul>
  7. 7. <ul><li>About EMI Music </li></ul><ul><li>Mission is to connect artists with fans / consumers </li></ul><ul><li>Represent thousands of artists such as : </li></ul>
  8. 8. <ul><li>Mobile is Totally Integrated in the Marketing Mix – Example </li></ul>Push concert ticketing and merchandising Push audio content Push video content Push album sales and links to online stores Push mobile goodies
  9. 9. <ul><li>Web-to-Mobile Actions Become Real </li></ul>Result: developing a new revenue channel
  10. 10. <ul><li>Mobile Up-Sell Campaigns </li></ul><ul><li>RESULTS </li></ul><ul><ul><li>> 25% click rate </li></ul></ul><ul><ul><li>< 3% mobile opt-out </li></ul></ul><ul><ul><li>20% of the target downloaded a logo or a ringtone </li></ul></ul>Mobile opt-in Purchase basket, category… Maximize online sales: combine email and WAP push on mobile phones Listen Download Listen Download Listen Download
  11. 11. <ul><li>Mobile MMS Campaign - Example </li></ul>Co-branded MMS promotions real time, in-store, including POS coupon
  12. 12. <ul><li>Results Exceeded Expectation </li></ul><ul><li>Strengthened brand through creation of personalized customer relationships </li></ul><ul><li>Mobile is totally integrated in the cross-channel mix…and it is only the beginning </li></ul><ul><li>Centralized customer database provides deep customer knowledge across channels </li></ul><ul><li>Reversed sales decline – in 18 months, digital and additional revenues increased substantially </li></ul>