Microsoft Summit Presentation: Mobile CRM strategies

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iLoop Mobile shared knowledge, best practices and experiences during the 2nd Microsoft Mobile Summit.

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Microsoft Summit Presentation: Mobile CRM strategies

  1. 1. Darrell K. Rigby Frederick F. Reichheld Phil Schefter
  2. 2. Real-time measurementand analysis of resultsdrives a successful • SMS Alerts/Messagingmobile CRM campaign • Sweepstakes • Location Based Services (LBS) Tactics • Point of Sale Integration • Rich Media Mobile Web Strategy • Implementation strategy for integrated campaign tactics • Design campaign to be dynamic Objectives • Awareness • Engagement • Perception • Customer Acquisition • Loyalty • Retention
  3. 3. Understand the ever-shifting channel preferences ofyour customersWork with a platform that already takes care of“regional” compliance and privacy regulationsAddressability is not optionalAlign mobile opt-in with existing Master Persona DataIntegrate the mobile campaign with other digital andtraditional mediaTrue mobile CRM uses Web and mobile sites for opt-into gather profile data (not keyword & short code)Understand “regional” adoption of handsetsMake the messaging relevant
  4. 4. Average number of hours per week spent with:Source: Microsoft Advertising Mobile Consumer Vertical Study -The Future of Mobile Advertising, Nov. 11, 2009
  5. 5. SWEEPSTAKES MOBILE OPT-IN MOBILE SMS WEBSITE/ MOBILE CRM TEXT ALERTS TEXT TO WIN APPS MOBILE COUPON LANDING PAGE DATABASE REGISTRATION FACEBOOK WIDGETSAWARENESSENGAGEMENTPERCEPTION ABOVE THE LINE MARKETING OBJECTIVES BELOW THE LINE MARKETING OBJECTIVESACQUISITION/LEAD GEN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓LOYALTY ✓ ✓ ✓ ✓ ✓ ✓ ✓RETENTION/UPGRADE ✓ ✓ ✓ ✓ ✓ ✓
  6. 6. Source: Experian
  7. 7. Double Opt- in 1-way, 2- Opt-out way STOP Messaging HELP CarrierCertification Two forms of HELP Mobile Compliance Sarbanes 24-hour Oxley Timeout PII Data in Regional SMS & Compliance Mobile Web
  8. 8. SMS subscription with user Print Opt-inselectable content preferencesand user profile capture via Webor mobile opt-in page. Allpreference and profile data iscaptured for CRM analysis andtargeted messaging. Mandee hascreated to date a database ofover 150,000 SMS subscribers. Web Opt-in
  9. 9. “Everyone receives the same offer” mobile promos orcoupons can have unknown relevance when delivered• Smart Messaging integrates with data sources such as news, weather, finance, CRM consumer profile, inventory etc. instantly adding relevance• Smart alerts can know:  Who the customer is  Where they are  What’s happening around them The heat wave  When they want something continues here in LA!  Why they need or want it Cool off at lunch with an ice cold root beer Advantages to Smart Messaging: float, free with every Galaxy Meal purchase  Personalization and point-of-need relevance at any AstroBurger increases participation location. Code:34ru3  Time and place relevance increases participation Exp: 7/12/10  Contextually relevant messaging increases acquisition, conversion and loyalty
  10. 10. Text STORE + your zip code to 44264to receive a SMS coupon every month SMS Only Coupon:for 20% off your favorite fashions Contextually relevant coupon is delivered based on keyword + database Dressbarn: It’s a referencing with unique Dressbarn: Freezing in Database scorcher in Miami redemption code. warm NY today? Keep today! Keep cool with with with a wool STORE + your zip code to 44264 Weather breezy late summer sweater. 20% off all skirts. 20% off at any sweaters at any store. Stock Market store. Code t239r Exp. Code 34r39r Exp. Location Look Up 10/31/11 10/31/11 Product Inventory Consumer Profile Data Past Consumer Purchases Any Other Event or Data Sets Contextually relevant coupon STORE + 10507 delivered based on Sends coupon for sweaters keyword/zip referenced based on cold weather Database receives against weather database reading for opt-in zip code 62407 keyword opt-in and Store 33128 Dressbarn: Here’s By Weather delivers a coupon something special for based on external you to celebrate your events or birthday. Come into Miami information in the Dressbarn and get 20% off any item. Code f5mt database Exp. 5/31/11 By Consumer Profile Data Messages sent based on stored Text opt-in for either customer profile data with single coupon or to opt- unique redemption code. in to couponing alert group
  11. 11. Text STORE + your zip code to 87812to receive a SMS coupons every month 1for 20% off your favorite 2011 fashions. CRM/DATA COMPONENT Ghiradelli Coupon 6 Get $1 off the deluxe 2 Ghiradelli Chocolate Square Sets.Exp:9/30/10 http://m.choc. mobi Msg & Data Rates May Apply 360° Mobile Coupon 5 Solution 3 $1 off Ghirardelli Squares Gift Sets Expires 10/25/10 4 Coupons with POS Redemption
  12. 12. Pepsi Co India (Quaker Oats)Indians have genetic predisposition toheart diseaseMobile app where users self identifiedtheir health/lifestyle profile for theCRM database via a “health quiz” onopt-inRegular alerts were sent with healthtips, healthy recipes and diet plansaccording to their health profilesegment160,000 participants < 4 months
  13. 13. mCommerce (mobile commerce) is the buying and selling of goods and servicesthrough wireless handheld devices such as cellular telephones, tablets etc.
  14. 14. Scan a barcode Receiveor send an SMS product info Product is keyword as and enter delivered to promoted in payment customer traditional details media 21
  15. 15. Customer sees an The scan initiates a advertisement for Getitcard/Scanbuy Phillips in traditional landing page that1 media (e.g billboard 2 includes product info )and decides to and a payment window “Scan´n Buy” or text to buy the shaver 3 The buyer enters their payment card details and Save 15% on the new Philips 7000 address sent shaver. Scan ´n Buy now or Bancore handles the by URL or text PHILIPS to 87812. transaction and email informs merchant with required information 4
  16. 16. •••••••••
  17. 17. Steve Madden Mobile Site Evolution• Social marketing enablement added to mCommerce functionality• Uses Facebook “Like” functionality that is pasted to users Facebook wall• Enables viral product marketing tactics• Includes “You Might Like” engine to make buying experience even better• The addition of the social elements Increased traffic 30% in 24 hours• Using Metrics: shoes that get the most “likes” get special promotions focusing marketing on higher performing products to increase revenue• To drive people to use “Like” in mobile site, Steve Madden promotes functionality in their own Facebook page• Steve Madden recently launched its Facebook Commerce environment…it’s the mobile commerce site re-skinned within Facebook itself
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