Dma td 100627


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Dma td 100627

  1. 1. BUILDING MOBILE INTO YOUR CRM <ul><li>Tim Dunn </li></ul>
  2. 2. 1. Personal
  3. 3. 2. Immediate
  4. 4. 3. Actionable
  5. 5. ..and now...
  6. 6. 4. Social
  7. 7. 5. Transactional
  8. 8. The current mobile landscape <ul><li>Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years </li></ul><ul><li>This uptake will be driven by the need to access digital content such as social networks and video on the move </li></ul>
  9. 9. Understanding how your users consume mobile
  10. 10. Case Study: Ribena <ul><li>Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM </li></ul>
  11. 11. Case Study: Colour Catcher <ul><li>Colour Catcher used TV-driven ad response to build up a huge body of opt-in data </li></ul>
  12. 12. <ul><li>By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image </li></ul>Case Study: O2
  13. 13. Case Study: Walkers <ul><li>Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them </li></ul>
  14. 14. Case Study: Shelter <ul><li>Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly </li></ul>
  15. 15. Case Study: Rimmel <ul><li>Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web </li></ul>
  16. 16. CAMPAIGN DEVELOPMENT <ul><li>Tim Dunn </li></ul>
  17. 17. Campaign Planning <ul><li>What are the campaign objectives? </li></ul><ul><li>Who are the target audience? </li></ul><ul><li>How does mobile fit into broader activity </li></ul><ul><li>Is there already a creative idea? </li></ul>
  18. 19. Working with mobile agencies <ul><li>You will almost inevitably have to work with at least one mobile specialist to deliver any campaign </li></ul><ul><li>Main players with their specialisms are listed below: </li></ul><ul><li>Strategy </li></ul><ul><li>SMS </li></ul><ul><li>Mobile web </li></ul><ul><li>Apps </li></ul><ul><li>Sales promotions </li></ul><ul><li>Ad response </li></ul><ul><li>CRM </li></ul><ul><li>Design + UX </li></ul><ul><li>Media Planning </li></ul><ul><li>SMS </li></ul><ul><li>Mobile web </li></ul><ul><li>Sales promotions </li></ul><ul><li>Ad response </li></ul><ul><li>CRM </li></ul><ul><li>Creative </li></ul><ul><li>Media Planning </li></ul><ul><li>Strategy </li></ul><ul><li>Mobile web </li></ul><ul><li>Media Planning </li></ul><ul><li>SMS </li></ul><ul><li>Sales promotions </li></ul><ul><li>CRM </li></ul><ul><li>Strategy </li></ul><ul><li>Mobile web </li></ul><ul><li>Design + UX </li></ul><ul><li>Media Planning </li></ul><ul><li>SMS </li></ul><ul><li>Mobile web </li></ul><ul><li>Sales promotions </li></ul><ul><li>Media Sales </li></ul><ul><li>Media Planning </li></ul>
  19. 20. The platforms <ul><li>SMS platform </li></ul><ul><ul><li>Set up keywords on shortcodes </li></ul></ul><ul><ul><li>Set up campaigns of different types </li></ul></ul><ul><ul><li>Send bulk messages out </li></ul></ul><ul><ul><li>Run mobile CRM </li></ul></ul><ul><li>Suppliers: </li></ul><ul><ul><li>MIG, 2ergo, MX Telecom, WIN, Oxygen8 </li></ul></ul><ul><li>Mobile CMS </li></ul><ul><ul><li>Create mobile site map </li></ul></ul><ul><ul><li>Load up images and text on to pages </li></ul></ul><ul><ul><li>Integrate feeds </li></ul></ul><ul><ul><li>Review and publish </li></ul></ul><ul><li>Suppliers: </li></ul><ul><ul><li>MIG, MOMAC, Wapple </li></ul></ul><ul><li>App Studio </li></ul><ul><ul><li>Create your own app </li></ul></ul><ul><ul><li>Wireframe </li></ul></ul><ul><ul><li>Load in content and feeds </li></ul></ul><ul><ul><li>Import bespoke features </li></ul></ul><ul><ul><li>Publish to multiple platforms </li></ul></ul><ul><ul><li>Suppliers: </li></ul></ul><ul><ul><ul><li>MIG, Grapple </li></ul></ul></ul>
  20. 21. Building apps <ul><li>An app SDK is a toolkit for your imagination: </li></ul><ul><ul><li>Touchscreen with single and multiple contacts </li></ul></ul><ul><ul><li>Three-way orientation and movement </li></ul></ul><ul><ul><li>GPS – current location and movement </li></ul></ul><ul><ul><li>Launch other functions: maps, web, YouTube, iTunes </li></ul></ul><ul><ul><li>Feed integration </li></ul></ul><ul><ul><li>Compass </li></ul></ul><ul><ul><li>Media playing </li></ul></ul><ul><ul><li>Audio capture </li></ul></ul><ul><ul><li>Camera and photo </li></ul></ul><ul><ul><li>Contacts and viral </li></ul></ul><ul><li>Other potential features: </li></ul><ul><ul><li>Social network integration </li></ul></ul><ul><ul><li>Notifications </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>iPod integration </li></ul></ul><ul><ul><li>IM clients </li></ul></ul><ul><ul><li>Image recognition </li></ul></ul><ul><ul><li>Barcode scanning or display </li></ul></ul><ul><ul><li>In-the-picture </li></ul></ul>
  21. 22. Analytics <ul><li>A full suite of web-type analytics is available </li></ul>
  22. 23. Some Design ideas Make product view easy to navigate and implement recommendations If you have a product, sell it! Don’t let your site stand still, feed it with fresh content all the time Simple navigation to core content areas
  23. 24. More design ideas User can manage their own settings to personalise their experience ‘ News-feed’ style view aggregates content from blogs, social networks, and CMS Clear and clean branding Access to local branches or services via built in GPS Click through to the Direct diagnosis tool
  24. 25. Building a mobile site