1) The document discusses how companies can leverage mobile marketing and cross-channel customer service strategies to drive loyalty. 2) It provides examples of using social media, location-based marketing, and personalized mobile apps and messages to better service customers. 3) The key recommendations are to put customers at the center, define engagement rules for each channel, measure and optimize ongoing performance.

1. Channel of Choice:
Let’s get started!

2. “It’s not physical versus virtual – it’s
which brand creates the best experience
to drive an event that increases loyalty”
Brian Dunn CEO Best Buy
Feb 2012 Mobile World Congress Session Barcelona

3. A m ob ile sho wr oom for F o rd
3

4. MOBILE MARKETING TRENDS
4

5. MOBILE MARKETING TRENDS
MEDIA FORMS IMPACT ON PURCHASE
MOBILE PHONES PENETRATION WORLDWIDE DECISIONS
SMART PHONES PENETRATION WHERE DO PEOPLE USE THEIR MOBILE DEVICES?
WORLDWIDE
Sources:
InMobi - First wave of mobile media consumption – Q4 Survey
Internet Statistics Compendium, December 2011
5

6. EXPECTATIONS ARE EVOLVING
INSTANT GRATIFICATION INFORMED
Customers are all about Customers know your
NOW. products, and your
competitors products.
RECOGNIZED COMPARE
Customers want to be Customers evaluate customer
acknowledged and service across industries.
rewarded.
VALUED SOCIAL
Customers expect value Customers are socially
from their interaction with interconnected
your brand.
6

7. SO ARE SERVICING TECHNOLOGIES
SOCIAL LOCAL MOBILE
Social media is now a Leverage location based Mobile bridges the social
primary channel for marketing to target the and location with
communicating and right message in right time personalization that was
servicing your customers. at the right location never possible before
7

8. CUSTOMER SERVICE IS A
COMPETITIVE ADVANTAGE
P/ Ratio of brands with exceptional customer service vs Industry Average
E
Source: Yahoo Finance, 4.27.12 8

9. 9

10. UNDERSTANDING CROSS-CHANNEL
COST, BENEFITS & CHALLENGES
FACE2FACE VOICE CHAT Direct Mail IVR APP SOCIAL BROWSER
$26.00 $7.00 $1.50 $0.50 $0.25 $0.20 $0.15 $0.12
COST:
• Personal • Dynamic • Interactive • Physical • Easy • Rich • Viral • Rich
•Persuade •Complex • Un- • Arrives • Natural •Controlled • Social Media
BENEFITS: •Complex •Personal obtrusive at home language experience Trust • Dynamic
•Interactive • Secure content
driven
CHALLENGES:•Impractical • Control • Scale • 0.2% Open •Impersonal •Requires • Security • Connect-
• Limited Rate download • Uncontrol- ivity
• Scale • Data customer • Limited able
Mine adoption • 2-5 days complexity • Repeat • Viral
limits lead time usage
10

11. How can I create an effective multi-
channel strategy to optimally service
my customers, while driving loyalty
and revenue?
11

12. 12

13. Leverage the best features each
channel offers to drive usage and
engagement

14. THE CHALLENGE THE SOLUTION
 Drive Opt-in user base through
Streamline service Your ACE JH1OX 6290 is
acquisition, dealer network, and
ready after service. Please
communication and
contact your service
advisor at 9500336001
phone response channels for taking delivery.
offers /promotions
across dealer network  Establish triggered & scheduled
messages to support service and
resale lifecycle delivered by
rules-based engine integrated
RESULTS with Tata’s CRM system:
1. service alerts,
30,000,000 2. promotions / offers,
Messages sent 3. new vehicle announcements) Ser vic e
no tif ica tio ns
red uc ed in bo un d 14
an d ou tb ou nd

15. Ensure the content and user
experience across channels are –
• Consistent
• Available
• Accurate

16. THE CHALLENGE THE SOLUTION
Shift from outbound call to  App-like navigation
mobile engagement to (360° views of vehicles,
showcase Ford’s lineup and
make it easier for consumers
rotating cube, etc.) on
to research and purchase sophisticated HTML5-
vehicles across channels. based m.ford.com
 “Locate a Dealer”
RESULT “Search Dealer

Inventory”
100M+ 2x SMS your address to

schedule a test drive
 Price comparison links
Page views Time spent per visit
vs. industry average  Opt in to find out more
 Social media 16

17.  Enable communication across channels
to provide a holistic support system for
your customers
 Click to call or chat
 Text to call or chat
 IVR support
…many more
 Provide customers with multiple options
to communicate with your brand and
pick the one they are most comfortable
with!
 Facilitate 100% availability
17

18. OBJECTIVE
Drive traffic to the mobile site, and
engage users to SMS sweepstakes &
community through:
• Use Incentives: wallpaper downloads,
sweepstake entries and trailer views
• Text-to-Actions in magazines, newspapers
and posters each with different keywords RESULT
• Links to ticket purchase sites & cinema MOBILE SITE MOBILE MEDIA SMS
location finders
+345k +131k +182k 2.29
• Unique Channel tracking specific to each
channel and media to learn & optimize
Total page views Total S visitors
ite Total Click Average S Sper
M
performance. Through User
18

19. 19

20. 1. Put customers at the centre of your strategy
2. Define your rules of engagement per channel
3. Measure, analyse and optimize (repeat)
4. Invest and resource appropriately

21. GETTING IT RIGHT
RIGHT OBJECTIVES RIGHT CUSTOMERS RIGHT CHANNELS
What are you optimizing for? Who are you optimizing for? What channels to use?
v
v
v
v
 Volume  Robust CRM
 Cost  Segmentation
 Revenue  Adoption
 Satisfaction  Maturity
 Loyalty
21

22. Mobile Telephony/ Mobile Print Outdoor
touchpoints Web Messaging Applications Web TV/ Radio Store Media Media
Social Games
MULTI-CHANNEL ENGAGEMENT
product
Rich Media placement
Ad Unit
QR code
Media
enabled Print
Interactive Ad
Billboard
In-Store
TV Spot Poster
Brand presence
Mobile Shortcode/ Print Sponsored
Website Phone number Website Outdoor Package
80800 events
Something cnged
today. SODA bottles
are now coming
with hidden codes
under the cap.
Redeem the codes
to collect points and
win cool prizes!
22

23. Mobile Telephony/ Mobile Web Store/ Print Outdoor media/
Web Messaging Applications TV/Radio package Media Events
Registration
1
+10 points
2
80800
3
CXV5342445
Interaction
Thanks! You now have 50entries! Do
4
you know which famous actress
starring in our TV spot? Reply with A)
M.Fox or B) C.Theron for 20 bonus
entries
A
Congratulations! You now have
70entries
5
23 Personalized
challenges
+80 points
24

24. Redemption Rate: 25%-35% Revenue /Customer: 10%-15%
0.9 m
1.4 m 1.4% 2.1% 2.3%
Mobile Web
Sponsored Events
0.7 m % Messaging
Results
Mobile App
2.1 m 4.3 m
Web
Cola Orange Lime
Participation: 50% -70% Reduced Attrition: 15%-25%%
45 % 32 % 18 % 3.5 % 1.5 %
Mobile Web Messaging Web Mobile App Sponsored Events
Soda Soda
consumer profile consumer profile
24

25. IT’S BEEN
Reach me at derekfmartin@gmail.com, #derekfmartin, or my blog,
http://beterbusinessbanter.com
25