Mobile’s Role in an Integrated   Marketing Campaign          Chris Causey          May 17, 2012
BBVA Compass               Mobile Phone Sales vs. Computer Sales                                                       2
BBVA Compass               Carrier Industry Supply                                         3
BBVA Compass               Mobile Internet Outpaces Desktop Internet Adoption                                             ...
BBVA Compass                                         AT&T Mobile Data Traffic Growth                                      ...
BBVA Compass                              SMS FactsSMS is a powerful medium for reaching customersSMS Facts•Text messages ...
BBVA Compass                            SMS Applications               Mobile Applications:                 •Balance Inqui...
BBVA Compass                                 SMS Starting a CampaignGetting Started, Questions to be AnsweredDecide if you...
BBVA Compass                                       SMS Questions to Ask a Vendor•What is your setup costs for the SMS Camp...
BBVA Compass                            SMS Questions to Ask a Vendor (Continued)•What data can you collect for us?•How ca...
BBVA Compass                             SMS In-house Tips •Secure your short code directly from the CSCA (www.usshortcode...
BBVA Compass                     QR CodesQR Codes are an easy way to make your marketinginteractiveRemember they are Free!...
BBVA Compass                     Where to promote SMS & QR Codes               •Product Packaging               •Print    ...
BBVA Compass               Sample of SMS and QR Code                                           14
BBVA Compass                             Results Case Studies1st Case StudySMS Text Links for Mobile Banking AppsObjective...
BBVA Compass                       Results Case Studies (Continued)2nd Case StudySMS Scavenger HuntObjective:•Increase pro...
BBVA Compass                   Questions?Contact Info:Chris.causey@bbvacompass.comchriscausey@gmail.comLinkedin Profile:ht...
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Mobile’s Role in an Integrated Marketing Campaign - BDI 5/17/12 Social & Mobile Financial Services Communications: Case Studies and Roundtables

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Case Study: Mobile’s Role in an Integrated Marketing Campaign
Presented by: Chris Causey, VP, Mobile Services Manager, BBVA Compass
Connecting to customers is hard to do especially in today’s fast pace world. The one item every customer has with them is their phone. Using a mobile strategy in an integrated marketing campaign can make the difference between success and failure. This discussion will provide you with some important tips when integrating a mobile strategy into your marketing campaign.

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Mobile’s Role in an Integrated Marketing Campaign - BDI 5/17/12 Social & Mobile Financial Services Communications: Case Studies and Roundtables

  1. 1. Mobile’s Role in an Integrated Marketing Campaign Chris Causey May 17, 2012
  2. 2. BBVA Compass Mobile Phone Sales vs. Computer Sales 2
  3. 3. BBVA Compass Carrier Industry Supply 3
  4. 4. BBVA Compass Mobile Internet Outpaces Desktop Internet Adoption 4
  5. 5. BBVA Compass AT&T Mobile Data Traffic Growth Source: AT&T Starting in 2008 a dramatic increase in sales of smart phones like the iPhone, has had a rapid growth rate for mobile data traffic. Remember the iPhone has gone from 0 to 2 billion apps in 14 months as of September 2009. 5
  6. 6. BBVA Compass SMS FactsSMS is a powerful medium for reaching customersSMS Facts•Text messages have a 98% read rate•Average response time equals 90 seconds (email = 90minutes)•Creates an ongoing relationship of trust•Text messages have an open rate increase of 300% ascompared to email•8 times the response rate compared to the same emailoffer•Coupon redemption rates are often between 10 – 20% 6 NeuStar 2010
  7. 7. BBVA Compass SMS Applications Mobile Applications: •Balance Inquiries •Text for Info •Store Locators •Retail Coupons •Promotional Offers •Text 2 Win •Event Mobilization •SMS Reminders •Fan Clubs •Voting & Polling •Sweepstakes •Click to Call •Product Launches •Loyalty Programs 7C •Service Notifications l
  8. 8. BBVA Compass SMS Starting a CampaignGetting Started, Questions to be AnsweredDecide if you will use a vendor to set up your campaign or if it willbe in-house.Factors for Deciding:•How soon do you need the campaign?•How many customers do you anticipate on reaching?•What are your costs with the vendor vs. in house?•Is this a program that will be continuously used or a one timeevent? 8
  9. 9. BBVA Compass SMS Questions to Ask a Vendor•What is your setup costs for the SMS Campaign?•Is there a recurring maintenance fee?•Are there any extra fees for service not included your estimates?•What is the SMS messaging costs charged, is it a tier structure based on the volume,monthly?•Are there any charges from the carriers I will be expected to pay?•Who are the carriers your aggregator supports?•Who is your SMS aggregator?•Who do we need to contact when the SMS aggregator is down and no messages aregoing through?•Will I have a direct contact at the SMS aggregator to call when they are down?•Will you supply a dedicated short code for our campaign?•Do we need to supply you a short code for our campaign?•Do we have to go through certification with the carriers? If so how long will that take?•Your team will help us with the CTIA guidelines to keep us compliant?•Is there extra costs for the CTIA guidance?•My understanding is we have 160 characters to supply a message to the customer isthat correct?•If we would like to send 2 messages (or multiple) to customers in order to get moreinformation to the customer do we have that option? 9
  10. 10. BBVA Compass SMS Questions to Ask a Vendor (Continued)•What data can you collect for us?•How can we use the data in our campaign, or what analysis can you do to thedata during the event?•Id like to use the mobile numbers in the future, can you help me be compliantwith the CTIA guidelines so we can use it for future marketing opportunities?•If a customer responds with a incoherent message will a dedicated errormessage be sent back or do you have people who will intercept the messageand try to reply with a custom response on the fly?•At the event, will you have the carriers (AT&T, Verizon, Sprint, T-mobile)supplying repeaters so we dont have bandwidth issues with so manycustomers trying to use their cell phone? If not how does your systemcompensate for this problem as well as deal with areas that have low signalsfor the carriers?•During the event walk us through how the data results will be compiled, will itbe provided during the halftime if needed or how will that work?•Will I have a contact person to call to get the results during the event? 10
  11. 11. BBVA Compass SMS In-house Tips •Secure your short code directly from the CSCA (www.usshortcodes.com) •If you obtain your shortcode your company can retain it if you switch vendors •Random codes are $500 a month or $6,000 a year •Vanity codes are $1,000 a month or $12,000 a year •Pick a code that is easy to remember •Make sure your aggregator reaches your customers especially tier 2 carriers •You may have many customers who use Metro PCS in your area as an example 11
  12. 12. BBVA Compass QR CodesQR Codes are an easy way to make your marketinginteractiveRemember they are Free!Great for customers to scan the code to be redirected to:•A web page with more information on a product•A coupon code that can be used•Sending a SMS text message to the customer•Having the ability for the customer to call a phonenumber 12
  13. 13. BBVA Compass Where to promote SMS & QR Codes •Product Packaging •Print •Web •TV •Radio •Billboards •Direct Mail Flyers •Posters •Inserts •Shopping Bags •Kiosks •LCD Screens & Displays 13
  14. 14. BBVA Compass Sample of SMS and QR Code 14
  15. 15. BBVA Compass Results Case Studies1st Case StudySMS Text Links for Mobile Banking AppsObjective:•Increase Mobile Banking App Enrollment•Improve ease of activationsResults• Increased enrollment growth rate at 95% over a 12month period•Grew original enrollment by a factor of 7 times over theoriginal number during 2 years 15
  16. 16. BBVA Compass Results Case Studies (Continued)2nd Case StudySMS Scavenger HuntObjective:•Increase product sales during eventResults•50% of customers participating opened a new account 16
  17. 17. BBVA Compass Questions?Contact Info:Chris.causey@bbvacompass.comchriscausey@gmail.comLinkedin Profile:http://www.linkedin.com/pub/chris-causey/11/934/b6aTwitter:christophercau1 17

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