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The Power of Real Time Marketing through Mobile at SIC2013
Real-time marketing utilizes mobile technology to create personalized interactions with consumers at the right time and place. The document discusses the increasing dependence on mobile devices for both personal and business purposes, highlighting the significance of context and personalization in marketing strategies. It also presents case studies demonstrating successful mobile marketing campaigns that led to increased customer loyalty and reduced churn.
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The Power of Real Time Marketing through Mobile at SIC2013
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- 3. Definition Definition Wikipedia: Real-time marketing ismarketing performed on-the-fly to determine an appropriate or optimal approach to a particular customer at a particular time and place.
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- 6. “The mobile phone.It is hard to think of any tool, any instrument, any object in history with which so many developed so close a relationship so quickly as we have with our phones. Not the knife or match, the pen or page.”! ! ! ! ! !
- 7. “Mobile is themost powerful medium available. People run their lives off mobile. It’s business, it’s personal, it’s information gathering. It’s on 24/7.”! ! ! ! ! ! !- Adidas!
- 8. Always on… Definition 48% Never turn theirphones off. Source: 2012 MMA survey of 310 American mobile users.
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- 13. Mobile “share oftime”… Definition
- 14. Impact to purchasedecision
- 15. Mobile Marketing $21.53 $16.17 $11.33 $7.29 $1.48 $4.11 2011 2012 2013 2014 2015 2016 Source: eMarketer, March 2013 Note: includes display (banners and other, rich media & video), search and messaging-based advertising; ad spending on tablets is included. $ in B
- 16. Today’s Conversation Maximize Loyalty Increase Revenue
- 17. Permission? Carriers excluded fromopt-in rules. …however, opt-out is lifetime.
- 18. Will they come? 3of 4 Millward / Brown – September 2013
- 19. Value? 68% found valuable Millward / Brown – September 2013
- 20. Purchase Likelihood 57% Millward/ Brown – September 2013
- 21. What if Personalized? 89% Vibes Media– September 2013
- 22. Why opt-‐out? 56% VibesMedia– September 2013
- 23. Privacy? 47% would share locaJon Millward / Brown – September 2013
- 24. Personal InformaJon? Myfavorite brands My size Vibes Media– September 2013
- 25. By using context(location), as well as relevant and personalized content marketers can build a better and more assertive relationship with new and existing customers. -Mobile Marketer
- 26. Goal #1 RightTime (Place) Right Customer Message just for me
- 27. Barriers Efficiency, Scale &Technology
- 29. Serious DM 1B touchesannually
- 30. Current Mix DM, Email,SMS, MMS, Digital
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- 32. Reality Email opens onmobile device @ 60%
- 33. If mobile… …why notvideo?
- 34. Strategy Drive personalization and contextthroughout customer communications
- 35. Case Study Application &Practice
- 36. The Welcome Campaign Objective:Increase Loyalty, decrease calls to care Target: New AT&T customers Media: Video Channel: Messaging / MMS
- 37. The Results 6% reductionin calls to customer care A meaningful reduction in customer churn Opt-out < 1/10th %
- 38. The best part… …positiveimpressions with new AT&T customers! Excellent marketing! Thanks! Wow I’ve never received this much assistance before. I could get used to this! Super helpful and super awesome way to send a message. Love it! Thank you.
- 39. Where do wego next? Extending the touch to include all customers making any type of account change.
- 40. Network Enhancement Objective: IncreaseLoyalty & educate customers Target: New 4G LTE Markets Media: Video Channel: Messaging / MMS
- 41. Other AT&T Campaigns Pre& post-paid Revenue & perception National & local Value-added services
- 42. Mobile TV Objective: Revenue Target: SmartPhone Users Media: Video Channel: Messaging / MMS
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- 44. What is MMS? …extendsthe SMS in-box.
- 45. Robust delivery >160 charactertext Dynamic coupons Ring tone Address Book Video Dynamic Video
- 46. Where does itstart?
- 47. MMS Power Native Ubiquitous reach RichMedia Interactive
- 48. MMS Performance 97% openrates Immediate 30% higher click-thru
- 49.