Dma td 100627[2]

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Dma td 100627[2]

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

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