This document provides 10 tips for improving acquisition and retention using mobile. The tips include seeing the bigger mobile picture, putting yourself in the consumer's shoes, creating a strategy around the consumer experience, using mobile to tell your brand story, building the opt-in, keeping things simple at first, utilizing real-time interactions, focusing on personalization, measuring results, and listening to customers, partners, and competitors.

1. T O P T E N T I P S T O . . .
...ImproveAcquisitionandRetentionusingMobile
OisinLunny,SeniorMarketDevelopmentManager,OpenMarket
#MMLTOP10 @oisinlunny

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SeeTheBiggerPicture

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SeeTheBiggerPicture
Futurist@gleonhard-Infiveyears80%ofallwebtrafficwillbemobile
SomepeoplewillneverbecomecableandsatelliteTVusers
Mobileisaverypersonaldevice
Advertisingbasedoninterruptionwillnotwork
Movetomodelwherethebrandispartofthestory,oristhestory

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Putyourselfintheshoesoftheconsumer

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Putyourselfintheshoesoftheconsumer
Aconsumercentricapproach->surveys,research,feedbackloop
EurostaragreatexampleofusingSMSforcustomerfeedback
SystemrunbyOpenMarketclientsFizzback
HundredsofdailyresponsesfedintoTableaufordatavisualisation
Easytouseconsumerfeedbacktoinformyourcampaigns

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Createastrategyaroundtheconsumerexperience
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Createastrategyaroundtheconsumerexperience
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Createastrategyaroundtheconsumerexperience
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Consumerinsightisyourbestfriend
Takethefeedback
thinkofallthestepswheretheconsumerwillbeusingmobile
Jointhedots
Devourblogslikeflurry“ADayintheLifeofaMobileConsumer”

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Havealong-termplan,butimplementmobilechangesnow

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Havealong-termplan,butimplementmobilechangesnow
Considerlaunchingamobilewebsitebeforedesktop
Optimiseanduseresponsivedesign
SetupSMSshortcodebeforelaunchingapp
Buildupadatabase-incentivisewithmobilecrediting

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Havealong-termplan,butimplementmobilechangesnow

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Havealong-termplan,butimplementmobilechangesnow
ConsidertheMinimumViableProductapproach(egDropbox)
Moreandmoreproductswillbemobilefirst,andmobileonly
Launch,trail,test,A/B,compare,revise,refine....
Lookatinnovatorsingaming/gamblingforinspiration

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34.8%

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34.8%AccordingtotheCIMgrowthsummitMarketingConfidenceresults:
34.8%ofmarketeersarescaredtotrynewstuff,riskaverse
so...
UseprovenmobiletechlikeSMStotrynewideas

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Usemobiletotellyourbrandstory
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Usemobiletotellyourbrandstory
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Forpeopletoconnecttoyourbrandpeoplewanttoconnecttobackground
Thisneedstoeffectivelybeapartofyourmobileactivity
Useallmobilecommschannelstotellthestory
Notjustfordirectlysellinganoutcome

24. Source: nVision / Charity Awareness Monitor (nfpSynergy)
Base: 1,000 online respondents aged 16+, GB
MassivegrowthofSMSgiving
%ofrespondents
whohavegivento
charityinlast3
months
“Inwhichofthe
followingwaysdid
yougive?”
6

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buildtheopt-in

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buildtheopt-in
Simple,instant,worthyoffollowingup
Notjustanacquisitionblast
Buildretentionandactivationintoyourplanning
Agoldenopportunitytoconnectwiththispersonalchannel

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KeepItSimpleattheStart!

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Doitbitbybit,teasetheinfooutoftheuser,don’taskforitallatonce
ForagreatexampleinsignupvisittheMFortunemobilecasino

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60%

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60%Youcanachievehugeoptinratesifyougetthetechnologyright
Oursimpleopt-inmechanicfortheDEChada60%opt-inrate
Thiswasdoubletheresponseandrevenueoftheotherchannels

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Real-timeinteractionsgetbetterresponses
Getty Images

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Real-timeinteractionsgetbetterresponses
Getty Images
Brandengagementisinrealtime
Usealltheavailablechannels-SMS,Social,Push,Advertising
OpenMarketoffersmartsegmentsforpushnotifications
Youcansendpushnotificationsinstantlybasedoninappbehaviour
Alsousesegmentingtobuildupyourdatabases

36. £0
£75,000
£150,000
£225,000
£300,000TV
TV
TVevents/newspaperadsdrovepeakdonations,
inparticularsupportfromITV
Peakingat298kon08/07/11
#MMLTOP10 4

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£75,000
£150,000
£225,000
£300,000TV
TV
#MMLTOP10 4
DECagreatexampleofrealtimemobileresponsepotential
Takeadvantageofrealtimeevents
Peoplerespond24/7sohaveaCRMstrategytofollowup
AutomatedSMSresponses,reminders,anniversaries,optin,invites
Weareonmobileallthetime,importantforbrandstobepartofthat

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Personalisationiskey
KYC

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Personalisationiskey
KYCCollateandcollectmoreandmoredata
Builduptheiruserprofilegraduallye.g.favouriteproduct
Getasmuchinfoandsegmentyouraudience.

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Tailormessagestotimeofday/week/timezone
E.g."goodevening"feelslikeapositiveinteraction
Welcomeregularsback
AboveallKnowYourCustomer

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MEASURERESULTS
technorati.com

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MEASURERESULTS
technorati.com
Mostmobileinteractionscanbemeasured
Themoreyouknowtheeasieritistotrackresultsandusers
Improvesspeedofinnovationtomarket,usetrackinginrealtime,A/B
Trydifferentcampaignsandtailormobilecampaignsonthefly
Aflexibleplatformisessentialforthisapproach

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listen,listenagain,listenoften
thenextbigwriter.com

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listen,listenagain,listenoften
thenextbigwriter.com
Listentoyourcustomers
Surveysevery6/12monthstoimprovewhatyoudo
Listentoyourpartnersandemployees
Listentoyourcompetitors
Listenandkeeplistening

49. Whatwedo
OpenMarketprovidesmobilesolutionsfor
enterprisestoengageandtransactwithcustomers,
partnersandemployeesviathemobilechannel
Ourclientstrustustopowertheirmobilebusiness

50. MobileEngagementPlatform
YourSystems OpenMarket’sMEP Youraudience
1
Service'edi)ng'via'drag'and'drop'or'APIs
The'workflow'engine'processes'services,'simplifies'data'integra)ons'to'your'preferred'
business'systems'(CRM,'analy)cs,'other'web'services)'and'generates'reports
2
1
2
Mul)Fchannel'support'including'SMS,'MMS,'Push,'Email,'Voice'&'IVR'ensures'the'right'
message'is'sent'via'the'preferred'method'
3
3

51. customersandpartners