More Related Content Similar to Vibes and Guest Forrester Define "Next Level" Mobile Marketing (20) More from Vibes_Thought_Leadership (11) Vibes and Guest Forrester Define "Next Level" Mobile Marketing1. Vibes and guest Forrester research
define “next level” mobile marketing
ACCELERATE YOUR MOBILE MARKETING PROGRAM TODAY!
#NextLevelMobile !
2. ©2013 Vibes All rights reserved. Confidential
1 #NextLevelMobile !
Jack Philbin
Melissa Parrish
Today’s presenters!
Principal Analyst &
Research Director,
Forrester Research, Inc.
Co-founder & CEO, Vibes,
and chairman of the Mobile
Marketing Association (MMA)
North America
3. ©2013 Vibes All rights reserved. Confidential
2 #NextLevelMobile !
Defining “next level” mobile marketing!
Mobile
marketing !
Mobile
advertising!
Mobile !
experiences!
Mobile
service!
mobile
display
ads
sponsored-
text
rich
media
ads
apps
mobile
web
location-
based
services
m-commerce Mobile
media
buys
mobile
wallet!
QR
codes
SMS
MMS
mobile
alerts
mobile
database
loyalty
program
activation
service
alerts
targeting &
segmentation
push
notification
payments
4. ©2013 Vibes All rights reserved. Confidential
3 #NextLevelMobile !
The Mobile
Playbook
in Action
#NextLevelMobile !
5. ©2013 Vibes All rights reserved. Confidential
4 #NextLevelMobile !
Getting to “next level” mobile marketing!
Mobile marketing!
experimentation!
Project-based approach
Mobile as a standalone
Marketing to the
“masses”
Mobile relationship!
management!
Long-term mobile strategy!
Combine mobile into the
overall marketing mix!
Data integration: mobile
database linked to CRM,
loyalty, mail and
3rd party data sources
Utilize several mobile
channels!
In-depth metrics/ROI!
Advanced segmentation !
One-to-one marketing
Mobile marketing!
programs!
Program-based
approach
Build a mobile database
Run regular campaigns
Utilize multiple mobile
channels
Basic reporting
Light segmentation
Walk
Run
Fly
6. ©2013 Vibes All rights reserved. Confidential
5 #NextLevelMobile !
Mobile relationship management framework!
7. ©2013 Vibes All rights reserved. Confidential
6 #NextLevelMobile !
Weaving mobile into the customer journey!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
social media
integration
mobile opt-in
in-store call to
action
Passbook mobile
web
print
signage loyalty program
mobile video
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
receipt activation
8. ©2013 Vibes All rights reserved. Confidential
7 #NextLevelMobile !
Technology enables ‘next level’ mobile marketing!
How
Who
• Easy to use/intuitive
• Fully integrated
• Robust reporting
• In the cloud
• API driven
• CMO
• CRM
• Digital marketers
• Loyalty marketers
• IT
What
• SMS/text
• MMS
• QR codes
• Push
• Post-click
engagement
(Mobile Web)
• Mobile wallet
(Apple Passbook
& Google Wallet)
• Mobile CRM
(Targeting &
Segmentation)
Mobile
marketing
platform
9. ©2013 Vibes All rights reserved. Confidential
8 #NextLevelMobile !
Email Direct mail Advertising In-store Social
Developing and integrating your mobile strategy!
Mobile
strategy Mobile Strategy
Define mobile
objectives
Establish KPIs/metrics
Build 6 – 12 – 24
month plan
Utilize multiple mobile
levers
Integrate w/ overall
marketing plan
10. ©2013 Vibes All rights reserved. Confidential
9 #NextLevelMobile !
How do you get there? Where do you start? !
Mobile marketing!
experimentation!
Project-based approach
Mobile as a standalone
Marketing to the
“masses”
Mobile relationship!
management!
Long-term mobile strategy!
Combine mobile into the
overall marketing mix!
Data integration: mobile
database linked to CRM,
loyalty, mail and
3rd party data sources
Utilize several mobile
channels!
In-depth metrics/ROI!
Advanced segmentation !
One-to-one marketing
Mobile marketing!
programs!
Program-based
approach
Build a mobile database
Run regular campaigns
Utilize multiple mobile
channels
Basic reporting
Light segmentation
Walk
Run
Fly
11. ©2013 Vibes All rights reserved. Confidential
10 #NextLevelMobile !
The power of mobile data!
Awareness Engagement Transaction
Loyalty
Time Location Interaction
Mobile
data
CRM data
3rd Party data
12. ©2013 Vibes All rights reserved. Confidential
11 #NextLevelMobile !
One-to-one marketing
Closing the loop
Revenue growth
Key outcomes
“Next level” mobile marketing!
13. ©2013 Vibes All rights reserved. Confidential
12 #NextLevelMobile !
Mass marketing
Mass marketing
Lightweight targeting
One-to-one marketing!
Mass marketing
Lightweight targeting
Right message, right person, right time, right location!
14. ©2013 Vibes All rights reserved. Confidential
13 #NextLevelMobile !
Closing the loop drives better results and stronger ROI!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
Top of Funnel! Lower Funnel!
• Mobile Advertising • Messaging • Post Click Engagement
We need to connect top of
funnel with lower funnel!
• Mobile Wallet
(Apple’s Passbook
& Google Wallet)
M
15. ©2013 Vibes All rights reserved. Confidential
14 #NextLevelMobile !
Closing the loop drives better results and stronger ROI!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
1X!
2X!
4X!
8X!
Mobile Web! Mobile Wallet
(Apple’s Passbook &
Google Wallet)!
Re-targeting!
Loyalty!
Ad!
1X!
Ad!
16. ©2013 Vibes All rights reserved. Confidential
15 #NextLevelMobile !
Mobile marketing can help you grow your revenue!
Foot traffic!
Average order!
Lifetime value!
17. ©2013 Vibes All rights reserved. Confidential
16 #NextLevelMobile !
Accelerate to “next level” mobile marketing!
Assess your current state
Define your objectives for
mobile marketing
Integrate your mobile plan w/
your marketing plan
Chart your course
(6 – 12 – 24 month plan)
Don’t delay the inevitable –
get started today!
18. ©2013 Vibes All rights reserved. Confidential
17 #NextLevelMobile !
Q & A
JACK PHILBIN!
Co-Founder & CEO, Vibes
Chairman NA, MMA
Jack@vibes.com
@jackphilbin