Getting it Right in Mobile: How to Use Mobile to Build RelationshipsWaterfall Mobile
Key goals for effective and efficient customer relationship management have not changed - acquire new customers, build loyalty, and reduce costs. With the advent of cell phones, consumers are forcing businesses to expand their thinking to now include the mobile channel to meet and further those fundamental objectives.
The mobile channel is evolving from one-time, one-off projects to Mobile CRM, where marketers are optimizing one-to-one customer communications and developing more meaningful relationships through this emerging medium.
This presentation talks about the future of the mobile advertising ecosystem. How are the ad servers going to compete with SSPs and DSPs, the Role of the RTB and a critical view of today's mobile advertising ecosystem.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Getting it Right in Mobile: How to Use Mobile to Build RelationshipsWaterfall Mobile
Key goals for effective and efficient customer relationship management have not changed - acquire new customers, build loyalty, and reduce costs. With the advent of cell phones, consumers are forcing businesses to expand their thinking to now include the mobile channel to meet and further those fundamental objectives.
The mobile channel is evolving from one-time, one-off projects to Mobile CRM, where marketers are optimizing one-to-one customer communications and developing more meaningful relationships through this emerging medium.
This presentation talks about the future of the mobile advertising ecosystem. How are the ad servers going to compete with SSPs and DSPs, the Role of the RTB and a critical view of today's mobile advertising ecosystem.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...Lithium
In an empowered report by Forrester analyst, Doug Williams, giffgaff is highlighted for their vibrant community, run entirely by giffgaff customers using the Lithium community platform
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...Lithium
In an empowered report by Forrester analyst, Doug Williams, giffgaff is highlighted for their vibrant community, run entirely by giffgaff customers using the Lithium community platform
Presentation delivered at the Mobile Commerce Summit on June 3, 2009 by Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide. This conference is targeted to financial services companies.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
Anh Nguyễn Đăng Ngọc đại diện Admicro tham dự webinar về mobile đầu tiên tại Việt Nam do MMA tổ chức. Chủ đề được đề cập đến trong webinar lần này là triển khai một chiến dịch mobile và những chiến dịch mobile tiêu biểu thành công trên thế giới.
Driving growth through ecosystem partnerships.pdfapidays
Driving growth through ecosystem partnerships
Arvid Swartsenburg, Head of Partnerships & Strategy at UOB TMRW
------------
Check out our conferences at https://www.apidays.global/
Do you want to sponsor or talk at one of our conferences?
https://apidays.typeform.com/to/ILJeAaV8
Learn more on APIscene, the global media made by the community for the community:
https://www.apiscene.io
Explore the API ecosystem with the API Landscape:
https://apilandscape.apiscene.io/
Deep dive into the API industry with our reports:
https://www.apidays.global/industry-reports/
Subscribe to our global newsletter:
https://apidays.typeform.com/to/i1MPEW
Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.
Simon rowles conference presentation september 2010Simon Rowles
Loyalty programs have the data to drive ROI in any channel through a targeted and relevant communications mix. Case studies included : eliminating print from a bank loyalty program reduces the program's performance.
Millennial Media - How to Monetize Your Appsthumbsup
Slide from Start it Up, Power it Up #4 by thumbsup.in.th
Speaker: Mr.Lichi Wu
More Detail of the event:
http://thumbsup.in.th/2013/04/start-it-up-power-it-up-4-eng/
Reimagine Growth: Define your mobile acquisition strategy for todayCleverTap
Can your mobile brand thrive in this current climate?
Join top marketing professionals from thriving businesses as they address the challenges and share strategies they’re using to reimagine mobile growth.
Session 01: Define your mobile acquisition strategy for today
Key Learnings:
-Grow faster and scale smarter by leveraging data to execute multiple campaigns
-Use deep linking technology to enable a smooth user experience and supercharge acquisition
-Understand the role of data in eliminating mobile AdFraud and increasing user acquisition in real time
For companies that are successfully monetizing their mobile investment, mobile context is proving itself to be the “not-so-little” big data that’s making all the difference. Mobile context is the insight into consumer information, behavior and location that brands can leverage to optimize customer engagement through hyper-personalization that drives increased brand loyalty and revenue. That’s why the contextual mobile marketing opportunity is being valued at as much as $44 billion.
Join this webinar to understand how companies today are using mobile context to drive deeper customer engagement and loyalty, mitigate risk and fraudulent activity, optimize mobile marketing ROI and deliver the best possible customer experience.
Mobile context experts will be on hand to answer your questions around:
How best to employ mobile context to benefit your business
How to ensure your customers opt-in to share their mobile contextual information
How to leverage mobile context to enhance and optimize current mobile investments
Best practice industry use cases for mobile context
Register today to receive a free copy of a recent research report by Syniverse and consulting firm Strategic Economic Engineering Corp. that uncovered a market value of as much as $44 billion for mobile context.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Alastair Hanlon, VP, Enterprise Solutions, Syniverse
James Davlouros, VP, MasterCard Enterprise Partnerships, MasterCard
Live Webinar Date: August 14, 2014
5 ways to nurture profitable customer relationships via mobile messagingWaterfall
Mobile messaging - SMS, MMS, Voice, Social, Push and Email - is the connective tissue required to create a seamless mobile marketing experience. Whether using mobile web, apps, wallet, location-based services or any other mobile functionality to engage customers, marketers need a data-driven messaging strategy to maximize revenue and reduce cost. This webinar analyzes five strategies marketers can implement right away in order to launch, and increase profit from, an effective mobile messaging strategy.
Participants in the webinar learn how to:
-Integrate mobile messaging with third party software or database systems.
-Modernize messaging for today's tech-savvy customers.
-Personalize content to better engage a target audience.
-Drive interactive conversations focused on inciting customer action.
-Design mobile messaging analytics to facilitate iteration and improvement.
Getting it Right in Mobile: How to Build Relationships
1. Ge#ng
it
Right*
in
Mobile
Kane
Russell,
VP
of
Marke2ng
Waterfall
*
Move
beyond
one-‐off
projects
and
into
targeted,
interac7ve
conversa7ons
2. Waterfall
and
the
Waterfall
Pla-orm
Waterfall
Mobile
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
Aus7n
๏ Backed
by
Vista
Equity
Partners
๏ Cross-‐channel
mobile
&
social
CRM
via
SMS,
MMS,
IVR,
Facebook
&
TwiXer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applica7on
development
๏ Short
code
provisioning,
cer7fica7on
&
audit
management
3. Select
Clients
&
Brand
Campaigns
Agencies
Technology
Providers
Autos
Food
&
Beverages
Media
&
Entertainment
Mobile
Other
4. ๏ Understanding
mobile
CRM
๏ Implemen7ng
mobile
CRM
๏ Achieving
success
with
mobile
CRM
๏ Review
key
takeaways;
Q&A
Objec<ves
6. ๏
From
Crmtutorial.com
CRM
is
a
process
or
methodology
used
to
bring
together
lots
of
pieces
of
informa2on
about
about
customers'
needs
and
behaviors
in
order
to
develop
stronger
rela7onships
with
them.
๏ From
Wikipedia:
Customer
rela7onship
management
(CRM)
is
a
widely-‐implemented
strategy
for
managing
a
company’s
interac2ons
with
customers,
clients
and
sales
prospects.
๏ From
Des7na7oncrm.com:
CRM,
or
Customer
Rela7onship
Management,
is
a
company-‐wide
business
strategy
designed
to
reduce
costs
and
increase
profitability
by
solidifying
customer
sa7sfac7on,
loyalty,
and
advocacy.
Tradi<onal
CRM
Keys
to
Success
7. Goals
of
Tradi<onal
CRM
Rela2onship
Building
segmented
/
synthesized
customer
informa7on
Communica2on
managed
/
targeted
interac7on
ROI
reduced
costs
/
increased
profitability
Source:
April
2010;
“MarkeFng
ROI”,
Ipsos/Mori
0% 5% 10% 15% 20% 25%
Telephone Marketing
Sponsorship
Sales Promotion
Public Relations
Online Advertising
Offline Advertising
Field Marketing
Email
Direct Mail
CRM
Branding
Which of these activities deliver the best ROI according to a group of business leaders?
Best ROI Worst ROI
+ =
10. From
Tradi<onal
CRM
-‐>
Mobile
CRM
Same
Strategy:
๏ Rela7onship
Building
๏ Communica7on
Same
Goals:
๏ Increased
Profits
๏ Reduced
Costs
Applied
to
Mobile:
๏ Mobile
Subscriber
Database
๏ Using
Mobile
Communica2on
Channels
๏ Cross
Channel
ROI
11. Roadblocks
๏
The
campaign
/
one-‐off
mindset
๏
Incen7ves
mismatch
๏
Mobile
viewed
as
a
digital
medium
rather
than
a
social
communica7on
channel
So
how
can
companies
overcome
these
challenges?
12. 3
Companies
“GeTng
it
Right”
Strategy:
Ongoing
customer
acquisi2on
and
communica2on
for
increased
life2me
value
Strategy:
Increased
customer
segmenta2on
and
mobile
ac2va2on
for
reduced
costs
Strategy:
Cross-‐channel
promo2on
and
con2nued
customer
segmenta2on
to
increase
ROI
13. Winner
of
the
Academy
Award
for
Best
Documentary
Feature,
and
winner
of
the
2009
Sundance
Film
Fes7val’s
Audience
Award,
“The
Cove”
follows
a
team
of
ac7vists
and
filmmakers
as
they
infiltrate
a
heavily-‐guarded
cove
in
Taiji,
Japan
where
over
20,000
dolphins
and
porpoises
are
slaughtered
each
year.
Par7cipant
Media
and
TakePart
were
seeking
a
way
to
keep
the
gripping
experience
of
the
film
fresh
and
relevant
in
the
minds
of
viewers.
“The
Cove”
needed
a
campaign
that
would
reach
poten7al
ci7zen
ac7vists
directly
and
keep
them
informed
and
ac7vated
agents
of
environmental
change.
The
Cove:
The
Cause
14. The
Cove:
Theatre
&
DVD
Release
US
limited
theatrical
release
–
July
2009
๏ 9%
opt-‐in
rate
for
opening
weekend
๏ Started
with
4
theaters,
scaled
to
57
theaters
๏ US
expanded
release
–
December
2009
๏ ~25,000
subscribers
captured
๏ 29%
of
subscribers
signed
the
pe77on
DVD
Release
–
December
2009
๏ Subscriber
list
grew
to
~38,000
subscribers
๏ S7ll
25%
of
subscribers
were
signing
the
pe77on
15. The
Cove:
Oscar
Night
On
March
7,
2010,
“The
Cove”
won
the
Oscar
for
Best
Documentary
at
the
82nd
Annual
Academy
Awards.
When
Ric
O’Barry
held
up
a
banner,
the
Academy
panned
away
only
7
seconds
into
the
acceptance
speech.
16. The
visibility
surrounding
“The
Cove”
has
put
con7nued
pressure
on
Japan,
and
the
Oscar
win
has
brought
interna7onal
scru7ny
to
the
issue.
e.
๏ “The
Cove”
aired
3X
on
Animal
planet
in
August/September
๏ New
mini-‐series
“Blood
Dolphins”
launched
on
Animal
Planet
in
September
to
con7nue
to
drive
support
for
the
campaign
๏ Subscriber
list
con7nues
to
grow
past
200K
๏ Over
1.4M
have
have
signed
the
pe77on
on
Facebook
๏ Theatrical
release
launched
in
Japan
on
October
21,
2009
๏ Won
an
AdWeek
Buzz
Award
๏ Ac7vism
list
leveraged
for
other
marine
causes
and
ini7a7ves
The
Cove:
Results
&
Takeaways
17. Anheuser-‐Busch
was
one
of
the
biggest
and
earliest
mobile
marketers
in
the
US.
They
ran
campaigns
through
their
agency
since
2004
and
even
placed
a
call-‐to-‐ac7on
on
a
Superbowl
ad.
But
A-‐B
wanted
to
empower
their
brands
and
digital
agencies
to
create,
manage
and
launch
their
own
campaigns.
They
even
wanted
to
create
a
profit
center
from
their
mobile
strategy
to
empower
all
of
their
distributors
to
run
campaigns.
An
so
the
story
began
in
2008
...
A-‐B:
The
Evolu<on
18. A-‐B:
Age
Ga<ng
Issue
• A-‐B
legal
required
the
marketers
to
throw
away
lists
at
end
of
every
campaign
• No
centralized
technology
soluFon
• No
ongoing
CRM
strategy
for
leveraging
these
interacFons
• Stored
age-‐verified
flag
in
database
for
six
months
at
a
shortcode
level
• Developed
plugin
architecture
so
client
could
add/subtract
age
and
locaFon
verificaFon
modules
on
a
campaign
basis
• Client
specifies
content
for
"not-‐of-‐
age"
or
"non-‐qualifying"
states
• Plugins
used
individually
or
in
tandem
Solu7on
19. A-‐B:
Speed
to
Market
For
Sweeps
Winner
Selec7on
ToolCampaign
Setup
Enter our mobile sweepstakes by
Message and Data Rates May Apply. No more than 30 messages a month will
be sent to subscribers. To unsubscribe, text STOP or UNSUB to 67463 (MSGME).
For support, text HELP to 67463 (MSGME) or email support@msgme.com.
Supported carriers include Alltel, Boost, AT&T, Nextel, Sprint, T-Mobile, Verizon
Wireless, Cincinnati Bell, US Cellular & Virgin Mobile. Not all pre-paid phones are
supported. Campaign / service is compatible with most handsets. Participation
must be made by the account holder.
Mobile #:
Email:
The mobile number has entered in the sweeps!
HTML
Web
Signup
Form
20. A-‐B:
Large
Company/Varying
Needs
• A-‐B
is
divided
into
product
groups
with
different
P&Ls
and
different
digital
agencies
• Twelve
different
clients
have
12
different
different
needs,
ideas
and
requirements
21. A-‐B:
Results
&
Takeaways
Transi7on
from
campaign
focus
to
CRM
is
underway...e.
๏ Well
over
150
campaigns
launched
in
2010
alone
๏ Great
variety
of
campaign
types
launched-‐-‐Sweeps,
Subscrip7ons,
Wallpapers
&
Ringtones,
Dynamic
Coupon,
IVR,
etc.
๏ Increased
messaging
level
almost
100%
from
2009
already
๏ Increased
subscriber
base
by
over
25%
from
2009
already
๏ Discussing
wholesaler/distributor
marke7ng
programs
for
2011
ini7a7ve:
-‐Turn
messaging
into
profit
center
-‐Increase
overall
subscriber
list
exponen7ally
22. Working
with
their
aggregator,
People
for
the
Ethical
Treatment
of
Animals
(PETA)
had
a
func7onal
messaging
platorm
that
allowed
them
to
blast
messages
to
their
social
ac7vism
list.
Their
CRM
data,
however,
was
stored
in
another
vendor’s
platorm
and
they
were
forced
to
do
manual
list
pulls
and
then
submit
messaging
request
to
their
technology
team.
Mobile
giving
also
become
a
top
execu7ve
mandate
given
the
success
of
the
mobile
giving
campaign
for
the
Hai7
disaster
relief.
So
PETA
began
talking
to
messaging
vendors
in
April
2010
...
PETA:
Know
Thy
Customer
23. PETA:
CRM
Integra<on
๏ Opt-‐in
Via
Exis7ng
User
Touchpoints:
Upon
sign
up
via
any
online
channel
(widget,
web
form,
etc),
user
informa7on
is
synched
to
Msgme.
๏ Opt-‐in
Via
Msgme:
Upon
sign
up
via
SMS
campaign,
user
informa7on
is
synched
to
PETA’s
CRM
system.
๏ New
and
Updated
Data
Synch:
Msgme
synchs
with
PETA’s
CRM
system
in
near
real-‐7me.
When
user
informa7on
is
changed
or
updated,
it
automa7cally
synchs
with
user
profile
in
Msgme.
๏ Email
Capture
via
SMS:
PETA
can
deploy
campaigns
directly
reques7ng
user
emails,
which
are
then
synched
to
CRM
system.
๏ Filtering
Outbound
SMS
Messaging:
PETA
may
now
target
subscribers
via
any
data
available
in
their
CRM
system.
25. PETA:
Results
&
Takeaways
๏ Integrate
mobile
as
part
of
an
overall
communica7on
strategy
๏ Use
mobile’s
advantages
(interac7vity,
immediacy)
to
your
advantage
๏ Add
data
to
your
subscribers’
profile
at
every
opportunity
26. Achieving
Success
with
Mobile
CRM
e.
Implement
Mobile
is
where
your
customers
are
-‐
start
building
a
mobile
database
now
Integrate
Place
mobile
calls
to
ac7ons
across
all
of
your
marke7ng
messaging
Interact
Mobile
presents
an
opportunity
to
send
and
receive
-‐
take
advantage
Iterate
Constantly
update
your
subscriber
base
with
new
data
and
informa7on
and
track
each
campaign’s
success
for
maximum
results
-‐
the
key
is
that
mobile
is
a
long
term
play
27. Any
Ques<ons?
For
more
informa7on
visit
www.waterfall.com
Contact
Waterfall
Mobile
@
marke7ng@waterfall.com