DMA 2009 Presentation by Acxiom's Mark Ogne. Titled, "The State of Mobile Marketing and Its Role in the Multichannel Mix," this session was part of Acxiom's Global Marketing Performance Series.
It’s time to connect with your customers the way they connect with each other!
In today’s economic environment, businesses like yours are looking for cost-effective, proven ways to reach current and new customers, boost sales, and increase the bottom line. CP Communications provides cutting-edge mobile marketing solutions to help you do just that. With a powerful yet intuitive suite of services, you are able to reach more customers faster and fine-tune your mobile advertising to achieve the best results. We put THE POWER OF MOBILE in your hands.
Rob Thurner, Independent Mobile ConsultantAsk any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet.
Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail.
But there's a major catch: permission.
Understanding the digital marketing services 2011Ram Kharvy
A humble to attempt to understand the Digital Business and the current Trends - Thanks to all Industry Masters and their knowledge on the Internet which has been utilized to convey this Information
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
Today's consumers are demanding access to the media content they want, when they want it and where they want it. Mobile is becoming the key platform to reach increasingly nomadic consumers with advertising, entertainment, news and social engagement. “Turning the Cell Phone Into the 'Sell' Phone” looks at how mobile is transforming commerce and conversations at a personal level.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
It’s time to connect with your customers the way they connect with each other!
In today’s economic environment, businesses like yours are looking for cost-effective, proven ways to reach current and new customers, boost sales, and increase the bottom line. CP Communications provides cutting-edge mobile marketing solutions to help you do just that. With a powerful yet intuitive suite of services, you are able to reach more customers faster and fine-tune your mobile advertising to achieve the best results. We put THE POWER OF MOBILE in your hands.
Rob Thurner, Independent Mobile ConsultantAsk any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet.
Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail.
But there's a major catch: permission.
Understanding the digital marketing services 2011Ram Kharvy
A humble to attempt to understand the Digital Business and the current Trends - Thanks to all Industry Masters and their knowledge on the Internet which has been utilized to convey this Information
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
Today's consumers are demanding access to the media content they want, when they want it and where they want it. Mobile is becoming the key platform to reach increasingly nomadic consumers with advertising, entertainment, news and social engagement. “Turning the Cell Phone Into the 'Sell' Phone” looks at how mobile is transforming commerce and conversations at a personal level.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
¿Hacer más con menos? Generar más leads que antes y acortar el tiempo de preventa con los mismos recursos o incluso menos se ha convertido en algo fundamental para la supervivencia de la mayoría de las empresas.
Las organizaciones necesitamos un mayor volumen de oportunidades y focalizar los recursos comerciales en aquellas oportunidades que tengan una mayor probabilidad de éxito, mientras seguimos cultivando aquellos leads que aún no están preparados para comprar.
Pero, ¿sabemos cómo hacerlo? ¿Es posible hacer más con menos?
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The phrase "people-based marketing" is recent, coined only four years ago. But its goal of reaching the right consumer with the right offer, because you understand that person, goes way, way back. This timeline shows the evolution of people-based advertising from its origins in one-to-one marketing, to the present day.
In recognition of Earth Day, Acxiom analyzed 1.4 million individuals, approximately 1% of its vast data repository, to gauge environmental consciousness and understand how people participate in endeavors to go green.
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We believe that direct marketing should be held up as the greatest marketing invention we've had, today marking the way for digital marketing's future. But why? What exactly is direct marketing? And what are the implications for the publishing and media sector?
Think email is dead? Learn email marketing tips and best practices for staying relevant in today's mobile world.
Download the full report: http://bit.ly/NXNkHW
Forrester Marketing Forum 2013 - Acxiom and Macy's presentationAcxiom Corporation
Solving for the customer, it's in fashion!
This presentation was delivered at the Forrester Marketing Forum 2013 and describes the key enablers to truly customer centric marketing.
Can You Really Fake Customer Centricity? - Digiday Brand Summit - Dec 2012Acxiom Corporation
Presented by Kathy Hecht, VP Marketing at Digiday Brand Summit Dec 4, 2012.
Joint research conducted by Digiday and Acxiom reveal that while marketers want to use data to provide customer-centric experiences, they struggle to make sense of the vast information flowing into their marketing processes while juggling new channels, response options and meeting consumer expectations. Best practices for the use of marketable data often shift from behavior and intent to third-party search and social. While they realize they must find the data connections that maximize the value of customer relationships, their aspirations are often misaligned with organizations’ overall strategy. Nonetheless, they must prepare to connect customer data toward better experiences and results while maintaining the proper balance between consumer privacy and marketing profitability.
Presented by Kathy Hecht, VP Marketing at Acxiom at Loyalty360's Engagement & Experience Expo Oct 29, 2012.
Download the full white paper here: http://bit.ly/acxm-loyaldiv
A Customer Centricity Paradox - Tim Suther at Digiday Brand Conference #digidayAcxiom Corporation
Read the full state of the industry report: http://bit.ly/ACXMdigiwp12
Digital marketers think they’re on the cutting edge of what empowered consumers are doing, but in fact, they can’t see the forest for the trees. While mostly focused on deploying new channels and creating better ROI metrics, most lack a customer centric strategy that creates long term value. Based on new joint Digiday/Acxiom survey results with hundreds of digital marketers, this presentation will reveal the insights from that survey while providing some ideas and strategies that digital marketers can employ to help their organizations extend their brand’s success by leveraging their data assets in this digitally-connected world.
The Paradox of the Empowered Consumer - Tim Suther, Forrester Customer Experi...Acxiom Corporation
"The Paradox of the Empowered Consumer" - Forrester Customer Experience Forum, June 2012
Tim Suther, Chief Marketing & Strategy Officer at Acxiom
Richard Char, Global Head of Information Services at Citi
Winning in the Age of the Empowered Consumer - Tim Suther, Forrester Marketin...Acxiom Corporation
Guest Executive Forum With Acxiom:
Insight: The New Vision Of Successful Consumer Engagement Strategy
Learn more: http://bit.ly/acxPWPfcxf12
Tim Suther, Chief Marketing Officer and Senior Vice President, Acxiom
Urcil E. Peters, Vice-President, Demand Generation/Customer Intelligence Solutions, Marriott Vacations Worldwide
Today's empowered consumer has virtually unlimited choice and information, creating new engagement patterns. While industry observers agree new strategies are needed, few define the "what" and "how." In this case-study-based discussion, we'll examine the most fundamental element in successful consumer marketing — multidimensional insight. Beyond the overwhelming flow of big data or the narrow focus of today's targeting options, examine how your brand insights can be the genesis to focus on the consumer, not the channel or campaign.
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The State of Mobile Marketing
1. The State of Mobile Marketing and Its
Role in the Multichannel Mix
Matthew Valleskey, Neustar
Josh Herman, Acxiom
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3. 3
Marketing today is no longer about reaching the masses..its using mass
media to engage individuals one-on-one
Today’s mobile phones can do much more then just make phone calls.
This includes text messaging, the mobile web, streaming media and mobile
apps. These features are becoming viable media channels as they carry
both content and advertising.
Mobile offers many of the same media attributes as Interactive and has unique
attributes that make it a powerful platform to connect one on one with
consumers:
• Personal user experience, allowing access to richer consumer data
• Portable pocketable platform, always up to date content & services
• Ubiquitous always with the customer, promise of location marketing
• Trackable user activity is highly measurable
Mobile: personal, portable and ubiquitous
4. Market: Mobility Extends and Builds Internet Strengths
Mobile: Fastest Growing Advertising Medium, 300% Growth (2008 -2013)
Marketing & Advertising Spend ($Billions)
Informa 2009, Carat Interactive 2008, Kelsey Group 2009,
PWC, Wilkofsky Gruen Assoc, 2009
9 More ubiquitous (expect greater than 100%
penetration within 5 years in many regions)
9 More personal (functionality encourages
customization – as personal as a wallet); worth
premium relative to traditional media
9 More available (mobility IS the Internet in most of
the world)
9 More response (higher click throughs) (getting 3-
5% click through rates vs. .2%-.4% on internet)
• Overall spend remains fairly stable
while percentage allocations to media
change
• Internet growing from 10% share to
15% share
• New media provides more effective
ROI (conversion) which is direct
response value
Strengths of Mobile vs. Personal Computer
• Mobile can integrate easily with all
traditional media
• No other medium has the reach or
response potential of the mobile device
(More mobile devices than TV and Computers
combined)
• Over 270 million mobile subscriber in US
alone
5. How Brands/Direct Marketers Benefit
As Mobile Channel Evolves, Advertisers Use Personalization Power To Drive Customer Loyalties
E
v
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t
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o
n
o
f
A
d
v
e
r
t
i
s
i
n
g
M
e
d
i
a
Evolution of Media & Marketing Value Chain
Print
Radio
TV
Internet
Mobile
Grab attention with greater context/relevancy
Increase interest with user simplicity,
immediacy & ease
Enhance desire by tuned content, more
qualified offer with Metadata
Ease of payment and POS tie ins for
Prospect to takes action on the offer
Ease of address book/community tie ins
promote viral return for brand
M
a
r
k
e
t
i
n
g
V
a
l
u
e
C
h
a
i
n
Awareness
Interest
Desire
Action
Loyalty
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
Mobility has the potential to improve
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
6. Worlds Collide – Mobile + Advertisers & Marketers
• Traditional mobile
players are looking for
new revenue streams
• Advertisers want to
reach the mobile
subscriber
– One to one situation
– Personalized content
– Anywhere in context
– On demand
• This intersection
represents a unique
opportunity
• New medium has
entered the
marketplace
7. Who are the players in Mobile Marketing
• Wireless Carriers
• Connection Aggregators
• Application Providers
• Traditional media
companies and agencies
• Mobile ad networks
• Content providers
8. Mobile Media Value Chain:
Media Planning/Buying
Advertising Enablers
Publishers
Mobile Operators
Devices
Consumers
Advertisers
Creative Agencies
Campaign
Development
Mobile
Delivery
10. 10
• In the US, 75% of wireless users engage
in text messaging, and 100% of devices
are SMS capable.
• 73% of college students in the US use
text messaging daily.
• Worldwide, there are more than twice as
many SMS users as there are e-mail
users.
• As of June 2007, over 8 billion text
messages are sent every month – and
that number has grown by 300% over the
last two years.
• Over the next 3 years, Gartner forecasts a
compound annual growth rate of over
33% in SMS volume in the US.
Messaging & Common Short Codes:
Short Message Service (SMS or texting) is the most widely used messaging
vehicle available for mobile marketing.
11. 11
Benefits:
• Broad device capability – nearly 100% of mobile devices are SMS enabled.
• High attention level – users rarely delete messages without opening and reading
• Push SMS offers contextual targeting based on content subscribed.
• Message resides on the phone and is available immediately (no wait to load).
• Allows marketer to reach opted-in audiences wherever they are.
• Interactive capabilities can engage users
• Parallel to direct mail / marketing
Challenges:
• Reach limited to opt-ins
• Non-graphical text format. Multi-media messaging capability has less penetration,
but is growing. Carriers are adding more resources.
• Long provisioning times
Pre-requisites:
• Short code (e.g. PIZZA/74992)
• Aggregator to handle delivery across networks
• Mechanism for user acquisition (SMS ad network, tv contest, print advertisements,
outdoor advertising, etc.)
Messaging:
12. How data flows from a Common Short Code
Application and/or
Content Provider
Aggregator
Mobile
Subscriber
Carriers
(18 participating)
(c) 2008 NeuStar, Inc. Confidential and Proprietary
13. 13
Mobile Web:
• More than 83MM US wireless
customers subscribe to the mobile
web.
• More than 32 million US wireless
subscribers regularly go on-line
with their cell phones.
• The number of mobile web users
increased >20% CAGR.
• CTRs range from .75% to 3%
(reflective of creative messaging
and call to action)
Marketing via display ads on mobile web pages. Ads can be banners or text
links.
15. 15
Mobile Web:
Benefits:
• Interactive and richer visual experience.
• Proven viability for brand and direct response campaigns
• Broad reach and use.
• Leverages many assets from existing Interactive campaigns.
• Viable means to reach to target consumers
• Leverage the unique capabilities of the mobile medium to engage consumers:
– Click-to-Mobile Web Site
– Click-to-Call
– Click-to-Locate
– Click-to-Download
– Click-to-Buy
Challenges:
• Fragmented buying experience.
• Mobile web site to support campaign goals.
• Limited text-entry capabilities.
• New creative formats and assets. Best practices still emerging.
16. 16
Downloadable Content:
• The introduction of devices like the
iPhone, Google Phone, and Android
based phones have accelerated the
mobile application space
• Over 50,000 downloadable apps available
• Over 1B apps have been downloaded on
IPhone alone.
• Growth will continue as new phones hit
the market and unlimited data plans
increase.
* Source: January 2007 M:Metrics
Any content that the user downloads to their device. Includes songs,
ringtones, themes, wallpapers and applications.
17. 17
Downloadable Applications and Content:
Benefits:
• Relatively inexpensive for certain types of content
• Brand can benefit from perception of offering mobile content (I.e. being trendy)
• Can communicate offer across multiple mediums
• Great method to drive online users to branded mobile experience
Challenges:
• Market penetration is only slightly over 10%
• Frequency of app usage diminishes after first use
• Not a great use for direct immediate direct response
• Need to have data plan to download
Development Time and Cost:
• Varies based on the type of downloadable content you plan to offer
Best Practices:
• Content most commonly delivered via WAP
• Need to understand specific carrier environments when delivering content
19. Send us your tweets
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20. The global interactive marketing services company
Thank you. Questions?
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21. November 4, 2009
Live reception in New York City & via webinar
High Performance Marketing & Advertising
Stan Rapp, Engauge
Tim Suther, Acxiom
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