Rising cost of SMS eating into your marketing budget?

Copyright 2018. Netcore Solutions.
Rising cost of SMS eating
into your marketing budget?
Here’s a smart way out
Niranjan Kanade
@niranjankanade
Chief Business Officer
Netcore Solutions
cv

Speaker
3
Niranjan Kanade
Chief Business Officer, Netcore Solutions
Evangelist of Marketing Technology, Advanced Analytics and
Mobile Marketing.
15+ years of industry experience into Strategies, Business
Analysis, consulting and business development. Over this period
Niranjan has provided strategic solutions to multiple brands in
India and overseas.
@niranjankanade

Things To Remember
3
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Tweet Question Slides & Recording

Why SMS Costs are going up?
Telco industry landscape is changing
1. Vodafone & Idea Merger
2. Reliance Communication & Aircel closing services
3. Entry of Reliance Jio
“Smart Messaging Services”
Evolve from using Telco SMS to Smart SMS

What’s Smart Messaging Services
1. Smart Conversations – Listen, Analyse and Engage through
personalised conversation
2. Leveraging upon New Age, Low Cost , Efficient Channels
3. Using AI powered Marketing Technology

Smart Conversations
Listen, Analyse and Converse

Listening – Real time basis
Listen
Website
Mobile App
CRM
Ecosystem
Retail POS
Multi-Channel
Interaction
Behavioural
Data
Profile
Data
Channel
Data

Analysing: Across channels
Analyze
Web
Analytics Mobile App
Analytics
Channel
Engagement
Channel
Attribution
Attribution
Sunburst
FunnelCohort

Personalised Engaging Conversations
Converse
Website
Messaging
In-App
messages
App Push
notification
Voice
Email
Audience
Targeting
SMS
Browser Push
Notification
Cookie
Re-targeting

Smart Messaging: Listen, Analyse and Converse
Analyze
Web
Analytics App
Analytics
Channel
Trends
Attribution
Analytics
Converse
Website
Messaging
In-App
messages
App Push
notification
Voice
Email
Audience
Targeting
SMS
Browser Push
Notification
Cookie
Re-targeting
Listen
Website
Mobile App
CRM
Ecosystem
Retail POS
Multi-Channel
Interaction

Smart Messaging Services
Analyze
Web
Analytics App
Analytics
Channel
Trends
Attribution
Analytics
Convers
Website
Messaging
In-App
messages
App Push
notification
Voice
Email
Audience
Targeting
SMS
Browser Push
Notification
Cookie
Re-targeting
Listen
Website
Mobile App
CRM
Ecosystem
Retail POS
Multi-Channel
Interaction
Listen
Smart
Data
Converse
Smart
ExperienceAnalyze
Smart
Intelligence

Leveraging upon New Age, Low cost
CHANNELS!

Create a seamless brand experience
across channelsChannels & Automation
Create dynamic
conversations, not just
email campaign
Email
Drive mobile
engagement with highly
targeted SMS
SMS
Send Voice messages at
scale without touching a
phone
Voice
Engage with your customers
through Facebook, Gmail &
Mobile ads
Audience Targeting
Engage your customers online
with real-time, personalized
browser notifications
Browser
Notification
Real-time engagement
with your website visitors
Web Messaging
Engage with your app
visitors in the moment
In-App Messaging
Deliver relevant app
notifications that adds
value
Push Notification

Using AI Powered
Marketing Technology

AI Benefits Send Time
Optimization
Content
Optimization
Smart
Segmentation
Chat Bot
Smart
Journeys
Campaign
Re-targeting
Hyper-
personalization
Ai
Everywhere

Up to 40% cost reduction
Cross channels/ Single Channel
+
+
++
+
+
+
+
+
If
contact
does
Checkout
Send App Push
Send Voice Call
No Yes
End
End
When contact is added to Contact list
If
contact
opens
Email
+
+
+
+
+
End
+
Start Automation
Send Reminder App
Push
Wait for 1 days
+
Wait for 1 days
Send Big Billion
Day Offer email
End
If
contact
clicks on
Any Link
withn
Email
If
contact
does
Checkout
+
If
contact
opens
Reminder
Email
No
End
Send Voice Call
+
End
+
Send Final App
Push
Yes
No
No
Yes
Yes
No
AI Powered Journeys

Objective
Achieve automated
behaviour-based
real-time communication
with the customers
& retarget the dropped
website users
Success Story 1 - GoAir
Business
Challenges
• High customer drop-out
rate from website
• Personalised and
seamless user
experience to encourage
transaction

Success Story 1 - GoAir
Flight Search Page Passenger Detail Page Checkout
Flight
Search
Page
Flight
Result
Page
Passenger
Details
Page
Other
booking
requirem
ents
Payment
Gateway
Thank You
Page
1 2 3 4 5 6
BPN
If
Dropout
Email BPN
If
Dropout
Email
Solutions
• Automated targeting with relevant
content based on the customer’s
stage in the journey
• Personalised content with effective
CTA that helped users complete
transactions faster
Results
High response rate
to the marketing
content & ROI increased
to whopping
8X

Success Story 2 - SBI Mutual Fund
Objective
Cross-sell to current
investors and improve
the marketing
efficiency
Business
Challenges
• No single view of
customer data
• Marketing channels
working in silos leading
to loss of effort and
resources

Wait for
7 days
Check
if
opened No
Send SMS
Split A/B Campaigns
First Email
with A/B split test
1
Live Ticker and Click to
Call on Email
Send Email 1 with
Countdown Timer With live-
ticker and click to call CTA
2
Wait for
3 days
Facebook Custom
Audience
Facebook custom audience
to users who did not engage
on Email & SMS
3
Solutions
• Unified view of customers based on
attributes and behaviour
• Cross channel relevant and
automated targeting
Results
Online sales
increased by
54%
Success Story 2 - SBI Mutual Fund

Success Story 3 - Aditya Birla MyUniverse
Objective
Increase Customer
Lifetime Value
& optimise
conversion rate
Business
Challenges
High bounce off rate
and drop out at multiple
stages of customer
journey

Success Story 3 - Aditya Birla MyUniverse
Although a lot of users were coming on the website - myuniverse.co.in, over 50% users would Drop Off.
Prospects Dropping Off at Multi-Stages
www.myuniverse.co.in www.myuniverse.co.inwww.myuniverse.co.in
Solutions
• Leads drop accessed through
Analytics
• Automated cross-channel web
drop-off campaigns
If
Dropout
Email SMS
If
Dropout
Email SMS
Personal Details Select Credit Cards E-KYCResults
Overall Lead conversion
on Website increased
by an amazing
42%

Success Story 4 - Yaantra
Objective
Optimise real-time
engagement &
retarget bounced
users
Business
Challenges
• High user bounce rate –
Almost 52-54% of the
website users were
bouncing off
• Cost-effective relevant
real-time engagement
to boost conversions

ONSITE
Web Message & Exit Intent
OFFSITE
Browser Push Notifications
Solutions
• Data-driven Onsite Engagement
through web messaging to enhance
conversion rates
• Data-driven Offsite Engagement
through Browser Push Notifications to
bring the users back to the website
Web message Browser Push Notification
Results
Customer
Engagement
boosted by 158%
and Sales revenue
grew by
3.5x
Success Story 4 - Yaantra

Single View of a Customer
across behavioral, Transaction, Demographics and derived data from Analytics and Machine Learning
Outbound
Channel Activity
Inbound
Channel Activity
Artificial Intelligence

Actionable Analytics – Web & Mobile App
Sunburst Dashboard Cohort Dashboard
Attribution Dashboard Funnel Dashboard

Actionable Analytics – Channel Trends
Email Dashboard Mobile App Push Dashboard Browser Push Dashboard
Web Message

In a Nutshell
• Batch & Blast - To Be Avoided
• Listen to Your Customers
• Leveraging upon New Age, Low Cost , Efficient Channels
• Improve Content Relevancy
• Use Right Technology

Q/A“
“
Experience the Netcore Smartech Demo, email us on
sales@netcore.in
29

Thank you for joining.
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slides to you soon 
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