2. Welcome
Encouraging a healthy work-life balance
Graham Darracott Kate Karagholi
MD Director of Member Marketing
3. Digital history repeating itself
For years online was the poor relation (1996 – 2006)
• “Its really good but our budgets get used up on …”
• “We will do it next year”
• “Our customers don‟t use the web much”
• “Our current marketing works absolutely fine”
• “We don‟t like change too much”
• “Its too complicated to change”
• “Our systems don‟t allow us to sell online”
4. Really what they were saying was…
“We are ignoring online because it
is rather complex and requires us to
learn new ways of doing things and
more investment”
6. Businesses HAVE to get it right
• It is 2010
• “Adapt to survive” Search
• “Playing catch up” Email
• Identifying core pillars
Customer Service (CRM)
• Getting them “spot on” on PC
• Adapting their business to cater for the new E-Commerce
customer/consumer
Own Website
But mobile is still left at the Social Media / Viral
bottom of the pile…
Mobile
7. Mobile is getting the same treatment…
• Today its yet more of the same:
“We are ignoring mobile because it is
rather complex and requires us to learn
new ways of doing things and YET more
investment”
• Yet some of the smart ones are saying
“We changed for the web, we now need
to adapt for mobile”
8. Mobile is not a separate channel
• It is one of the core pillars of digital
• And it is as important to get it right
as getting “online right”
Why?
• Because the phones are mini PC‟s
• And smartphones / iphones are
only getting more popular
Old legacy phones are dead…
Long live the smart phone
THE MOST IMPORTANT BROWSER, OPERATING SYSTEM, EMAIL
CLIENT YOU HAVE TO CATER FOR…
9. Device penetration NEXT YEAR
25 – 44 Yr Olds
Device breakdown by demographics, 2011
18,000,000
<1% own a legacy
device 16,000,000
37% will have a 14,000,000
featurephone
12,000,000
Legacy
39% will have a 10,000,000
smartphone Featurephone users
8,000,000
23% will have an
6,000,000 Smartphones
iPhone
4,000,000 iPhones
2,000,000
-
15-24 25-44 45-64 65-74 75+
Data courtesy of Nick Lane, Mobile Squared
10. 2010 mobile internet usage
In 2010: 19.67 million 32.4 million
30% of users aged below
25 (5.9 mil.)
26% of users aged 25-34 Total UK mobile Internet users
(5.1 mil.)
35,000,000
23% of users aged 35-44
(4.5 mil.) 30,000,000
25,000,000
11% of users aged 45-54
(2.2 mil.) 20,000,000
10% of users aged 55+ 15,000,000
(2 mil.)
10,000,000
5,000,000
-
2010 2011 2012 2013 2014
Data courtesy of Nick Lane, Mobile Squared
11. Top 5 mobile market take-outs
1. There IS a mass market of mobile savvy users + 33 million of them in 4 years
2. Consumers view their mobile device as more important than money (and pets)
3. Consumers are spending more time engaging with their mobile device – traditional
communication is becoming the interruption
4. Mobile combines every other media onto one platform – IT’S A MINI PC
5. Mobile is not just another consumer access point – it‟s the most important one.
WATCH OUT THOUGH!
• Know your target segment; know their device
• Not about owning the consumer – THEY OWN YOU.
12. How to get started
1. Identify your most valuable digital channel (look at your data)
2. Get it 100% spot on (invest in it)
3. Identify what %age of your customers/consumers use it via mobile (look at your data)
4. See precisely where many of them drop off (data again)
5. Define and build a better user journey on mobile (you possibly might need some help
here)
6. Measure the effect (data, data, data)
1. GIVE THEM THE CHOICE ON HOW AND WHEN THEY INTERACT WITH YOU
2. DON’T TELL THEM HOW AND WHEN
14. The starting point
• RCI member marketing team identified email
as their big win
• Convinced board that they should move from
DM – EM
• The board was the issue here – team believed
in new channels – they just need to convince
the board of the returns
INVESTMENT vs RETURN
15. The objectives
• SAVE TIME
• SAVE BUDGET
• MAKE THE PROCESS EASIER
• MAKE THE EMAILS MORE EFFECTIVE
• HAPPIER MEMBERS WHO YOU RETAIN
17. The issues and solutions
Issues Solutions
1. Little understanding of members behavior
1. Data analysis and insight
2. Mountain to climb to get emails to work
2. Identified quick wins and built a roadmap
3. No recognisable templates/ modules
3. Standardised designs & std modules
4. Zero brand consistency
4. Standardised branding
5. Display issues on vcertain browsers
5. Best practice coding and testing
6. Display issues on mobile
6. Best practice coding and testing
7. Localised (language) emails not working
7. Alt tags translated
8. User journey into RCI.COM poor
8. Use of landing pages
21. The results
2009 2010 (YTD)
Email activity Email activity
Open rates: 35% average Open rates: 42% and rising
Click through rates: 1.8% - 18% Click through rates: 19.5% and rising
Unique clicks: 1% - 9% Unique clicks: 12.9% and rising
Online activity Online activity
Unique Log-ins: Unique Log-ins: +18.5%
*Deposits: Deposits: +6.4%
141 confirmations: 141 confirmations: +68%
Extra Hols Extra Hols: +46.6%
Registrations: Registrations: +20.9%
22. Next steps
• SMS engine
• New apps
• Enhancing the user journey on
mobile
23. And finally…
“Marketers need to experiment with
mobile”
“The growth of mobile business is going to
„transform the world‟, yet only 3% of
companies are ready to harvest its
potential”
"If you think the internet revolution is big,
the mobile revolution is going to be bigger
and much more widespread and faster," he
said.
Google UK and Ireland MD, Matt Brittin
24. Don’t forget to come to the after show party
Please come to the “aftershow party”
Network-till-late
Drinks are on us
Banana Store
1 Cathedral Street
SE1 9DE
THANKS FOR LISTENING
