Mobile Coupons Webinar

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Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.

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Mobile Coupons Webinar

  1. 1. Ge#ng  It  Right*  In  Mobile *  How  To  Extract  Maximum  ROI  From  Mobile  Coupons   Kane  Russell,  VP  of  Marke,ng Waterfall  MobileWednesday, October 26, 2011 1
  2. 2. Waterfall  Mobile  and  the  Msgme  Pla;orm Waterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial:  www.msgme.com ๏ Offices  in  SFO  (HQ),  NYC  &  Aus,n ๏ API  suite:  developer.msgme.com ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica,on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   ๏ Short  code  provisioning,  cer,fica,on   MMS,  QR  Codes,  IVR,  Facebook  &  TwiTer &  audit  managementWednesday, October 26, 2011 2
  3. 3. Objec?ves  For  Today’s  Webinar Mobile  Coupons:   1. Stats   2. Ingredients 3. Case  Studies 4. How  To  Extract  ROIWednesday, October 26, 2011 3
  4. 4. Growth  of  Digital  Marke?ng  in  the  US U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions) CAGR Mobile  marke,ng $13,232 32% Social  media  marke,ng Email  marke,ng $11,274 $9,150 $8,237 38% $6,998 $7,057 $5,697 $4,896 $4,238 $3,242 $2,777 $4,995 26% $4,217 $1,652 $3,453 $2,760 $2,119 $1,590 $2,262 $2,468 10% $1,510 $1,694 $1,875 $2,066 2011 2012 2013 2014 2015 2016 Source:  Forrester,  2011Wednesday, October 26, 2011 4
  5. 5. Why  Mobile  Coupons? Redemp?on For  adver3sers,  mobile  coupons  offer   a  great  ROI.  Redemp3on  rates  are  10   3mes  that  of  mail  -­‐  or  newspaper  -­‐   distributed  coupons. User  Experience Text-­‐based  coupons  are  the  fastest-­‐ growing  and  most  obvious  applica3on   that  is  also  easy  to  implement. Source:  Borrell  Associates,  2011Wednesday, October 26, 2011 5
  6. 6. Mobile  Coupon  Uptake Mobile  marke?ng  is  the  next  fron?er  in  digital  marke?ng US  2010 45% 44% 11% Canada  2010 46% 49% 5% Mobile  coupons  will  be  a  key  part  of  many  digital  marke?ng  campaigns US  2010 33% 44% 23% Canada  2010 49% 39% 13% Agree Neutral Disagree Source:  DMA,  2011Wednesday, October 26, 2011 6
  7. 7. Mobile  Coupon  Adop?on  Rate Projected  Users,  USA  (millions) CAGR 96.8 5% 92.5 88.2 83.6 35.6 39% 28.7 19.8 13.3 2010 2011 2012 2013 Online  Coupons Mobile  Coupons Source:  eMarketer,  2011Wednesday, October 26, 2011 7
  8. 8. The  4  Ingredients  of  Mobile  Coupons 4  steps  to  success  for  any  mobile  coupon  campaign ๏ Mobile:  interac,on  via  mobile  requires  an  interac,ve  approach ๏ Marke*ng:  calls  to  ac,on  s,ll  rely  on  tradi,onal  marke,ng  principles   ๏ Means:  choose  the  best  means  –  messaging,  web  or  app ๏ Method:  choose  the  best  method  –  sta,c,  dynamic  or  dynamic-­‐verified  Wednesday, October 26, 2011 8
  9. 9. Mobile  Coupons  Means  and  Method Means   Mobile  Marke,ng  Format  That  Led  to  a  Purchase   ๏ Messaging According  to  US  Smartphone  Owners ๏ Web Text  Message 41% ๏ Applica?on Facebook 35% Shopping  App 32% Method   Twitter 20% ๏ Sta?c LBS  App 15% ๏ Dynamic Nonshopping  App 11% ๏ Dynamic  Verified Source:  eMarketer,  2011Wednesday, October 26, 2011 9
  10. 10. Means:  Mobile  Messaging ๏ Defini?on:  coupon  delivered  via  direct  mobile  message  (e.g.  SMS,  MMS) ๏ Pros:  most  widely  deployable  from  technology  and  user  standpoint ๏ Cons:  less  rich  graphics ๏ Best  for:  alpha-­‐numeric  based  codesWednesday, October 26, 2011 10
  11. 11. Means:  Mobile  Web ๏ Defini?on:  coupon  delivered  via  link  to  a  mobile  website ๏ Pros:  HTML  capabili,es ๏ Cons:  one-­‐to-­‐many  distribu,on ๏ Best  for:  graphical  1D  and  2D  bar  codesWednesday, October 26, 2011 11
  12. 12. Means:  Mobile  App ๏ Defini?on:  coupon  delivered  within  a  downloaded  mobile  applica,on ๏ Pros:  rich  graphics  experience ๏ Cons:  requires  web  connec,on  and  app  download ๏ Best  for:  loyalty  programs  for  advanced  usersWednesday, October 26, 2011 12
  13. 13. Method:  Sta?c  Coupons ๏ Defini?on:  every  recipient  receives  the  same  coupon ๏ Pros:  easiest  to  set  up/deploy ๏ Cons:  least  insight  into  tracking ๏ Best  for:  build  a  list,  get  the  word  out,  drive  trafficWednesday, October 26, 2011 13
  14. 14. Method:  Dynamic  Coupons ๏ Defini?on:  each  recipient  receives  unique  coupon  code ๏ Pros:  excellent  for  tracking  by  user  and  customizing  expira,on  dates ๏ Cons:  more  expensive  to  set  up/deploy;  no  integra,on  with  POS ๏ Best  for:  targeted  offers,  viral  campaigns,  redemp,on-­‐focused  (as   opposed  to  traffic-­‐focused)  ini,a,vesWednesday, October 26, 2011 14
  15. 15. Method:  Dynamic-­‐verified ๏ Defini?on:  each  recipient  receives  unique  coupon  pre-­‐integrated  with   point  of  sale  (POS)  machine ๏ Pros:  op,mal  for  tracking/customizing  by  user/purchase/expira,on  date   ๏ Cons:  most  complicated  to  set  up/deploy ๏ Best  for:  campaigns  needing  detailed  repor,ngWednesday, October 26, 2011 15
  16. 16. Mapping  The  Op?ons Consumer  Reach High Low Mobile App Technical  Resources  Required High Low Dynamic Verified Mobile Messaging Static Low High Tracking/Repor?ng  Capabili?esWednesday, October 26, 2011 16
  17. 17. Case  Studies Splinter  Cell McDonald’s Wai?ng  For  “Superman”Wednesday, October 26, 2011 17
  18. 18. Call  to  Ac?on:  Splinter  CellWednesday, October 26, 2011 18
  19. 19. Call  To  Ac?on:  McDonald’sWednesday, October 26, 2011 19
  20. 20. Call  To  Ac?on:  Wai?ng  For  SupermanWednesday, October 26, 2011 20
  21. 21. Call  To  Ac?on:  Incen?ves Splinter  Cell:  receive  a  free  in-­‐game   weapon McDonald’s:  free  McChicken   sandwich  coupon Wai?ng  For  “Superman”:  $15  to   benefit  classroom  projectsWednesday, October 26, 2011 21
  22. 22. Case  Study:  Ubisol ๏ Campaign:  2  weeks  before  release,  gamers   could  text  WEAPON  to  44144  and  receive   unique  code  to  unlock  secret  weapon ๏ Objec?ve:  increase  mobile  subscribers  and   engagement ๏ Promo?on:  Email  list,  TwiTer,  Facebook ๏ Results:  80%  opt-­‐in  rate;  doubled  mobile   subscriber  list  on  the  first  day;  +  400%  by   end  of  2  weeks ๏ Key  concern:  what’s  the  engagement   strategy  with  subscribers  going  forward?  Wednesday, October 26, 2011 22
  23. 23. Case  Study:  McDonald’s ๏ Campaign:  By  submiong  mobile  number  online  would  opt-­‐in  and   receive  coupon ๏ Objec?ve:  drive  store  traffic  to  try  new  menu  item ๏ Promo?on:  TwiTer,  Facebook,  Web  in  Spanish  and  English ๏ Results:  30%  opt-­‐in  rate  aper  receiving  coupons ๏ Key  concern:  how  can  you  mo,vate  people  to  return  aper  geong  free   sandwich?  Wednesday, October 26, 2011 23
  24. 24. Case  Study:  TakePart/Par?cipant  Media ๏ Campaign:  by  tex,ng  POSSIBLE  to  77177,   users  received  a  $15  code  that  they  could   redeem  at  DonorsChoose.org ๏ Objec?ve:  ignite  personal  involvement  in   and  social  change  for  US  educa,on  system ๏ Promo?on:  online,  DVD,  in  theater,  in-­‐store ๏ Results:  $142,929  addi,onal  raised  from   par,cipants  for  a  total  of  $832,254  donated   toward  classroom  projects,  impac,ng   699,738  students ๏ Key  concern:  what’s  the  strategy  to  get   par,cipants  to  share  campaign  with  others?Wednesday, October 26, 2011 24
  25. 25. The  4M’s  In  Ac?on Mobile MarkeFng Means Method Database  built   Clear,  well   Mobile   UbisoI out,  but  follow-­‐ defined  CTA messaging Dynamic up  unclear No  metadata   Sta,c  with   Spanish  and   Mobile   McDonald’s English  op,ons capture,  but   Messaging Dynamic   seamless  sign  up Expira,on Cross-­‐channel   Cross-­‐channel   PM/TP integra,on CTAs Mul,channel DynamicWednesday, October 26, 2011 25
  26. 26. Key  Takeaways  For  Extrac?ng  mROI Know  your  4  m’s.  Then  deploy  according  to  your  best  strategy ๏ Know  your  mobile:  interac,ve,  ongoing  campaigns  focused  on  maximizing   customer  life,me  value ๏ Know  your  marke*ng:  call  to  ac,ons  need  to  be  clear  and  remember  to  focus  on   user  experience   ๏ Know  your  means:  “mobile”  means  three  things  –  messaging,  web  &  app  –  all   have  pros  and  cons,  choose  what’s  best  for  your  campaign ๏ Know  your  method:  “mobile  coupons”  means  three  things  –  sta,c,  dynamic  &   dynamic  verified  –all  have  pros  and  cons,  choose  what’s  best  for  your  campaignWednesday, October 26, 2011 26
  27. 27. Any  Ques?ons? For  more  informa,on  visit  www.msgme.com More  industry  informa,on   available  on  our  blog  @   blog.msgme.com Case  studies  are  available  @   clicky.me/msgmecs Or  contact  us  directly:  marke,ng@waterfallmobile.comWednesday, October 26, 2011 27

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