Evolving ‘Direct’ into the New World Roshni Cox, Sprint Kevin Newby, Euro RSCG
Deliver content when and where our customers want it <ul><li>Customers are engaging with their device 12+ hours a day. Open up our sending time frame to reach consumers throughout their morning, afternoon and evening and expand into weekends to become a part of their lives </li></ul>Work= weather, social networking sites and local news Always on and connected means devices woven seamlessly into daily life 7:00 am 8:00 am 12:00 pm 6:00 pm 8:00 pm 11:00 pm
<ul><li>Three Consumer Trends Impacting Mobile and </li></ul><ul><li>Driving Communication Implications </li></ul>
Pre-emptive Gratification PRE-EMPTIVE GRATIFICATION FEED THE NEED FOR CONTENT IMPLICATION: TREND:
Pre-emptive Gratification PRE-EMPTIVE GRATIFICATION RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTED IMPLICATION: TREND: Mobile behavior in United States, October, November, December 2010 Percent of total mobile audience (Age 13+) Understand what your best consumers want to hear, not what you want to tell them
Trend 3: Deal Seekers vs. Brand Loyalists Euro RSCG Discovery TREND: DEAL SEEKERS VS. BRAND LOYALISTS ENGAGE BEYOND OFFERS IMPLICATION:
Mobile Marketing Vision Embrace mobile as a key communication tool in a fully integrated, multi-channel customer contact strategy. Target audience with content relevant to their mobile, digital, and social behavior and interests.
Three Guiding Principles 1. FOCUS THE AUDIENCE 2. DEVELOP RELEVANT CONTENT 3. CONSIDER BEST USE OF CHANNEL Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011. Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise. Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.
Focus the Audience Target all segments even accommodating the lowest technology and usage TO: Narrowcast Target only segments embracing advanced technology and usage FROM: Broadcast
Smartphone Users are on the Rise <ul><li>Late Adopters Adopting </li></ul><ul><li>2011 is the year of increased smartphone accessibility </li></ul><ul><ul><li>Smartphones will become more affordable and available to the masses </li></ul></ul><ul><ul><ul><li>Users are graduating from feature phones </li></ul></ul></ul><ul><ul><li>These new users are likely less active (initially) but will grow into the technology </li></ul></ul>
Develop Relevant Content Duplicative program and content (e.g., recreating the same content on DM, EM, and Mobile) FROM: Duplication TO: Aligning with Behavior Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.
Respect Your Customers <ul><li>Key Content Considerations </li></ul><ul><li>If it isn’t relevant to the customer, don’t send it </li></ul><ul><ul><li>Is it something the customer wants to know? </li></ul></ul><ul><ul><li>Will it provide the customer value? </li></ul></ul><ul><li>MVP = Mobile Value Proposition </li></ul><ul><ul><li>Give customers a reason to open your messages </li></ul></ul><ul><ul><li>Customers want/need a positive ROI </li></ul></ul><ul><li>Mind the gaps </li></ul><ul><ul><li>Sending too often WILL lead to… </li></ul></ul><ul><ul><ul><li>Opt outs </li></ul></ul></ul><ul><ul><ul><li>Being placed on a do not text list </li></ul></ul></ul><ul><ul><ul><li>Ultimately damaging your brand </li></ul></ul></ul>
Consider Best Use of Channel Isolated lifecycle programs delivering the same message across various tactics (DM, Email, SMS) to the same audience TO: Channel-aware Integrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevant Capitalize on the dynamic opportunities with mobile The future of Mobile is beyond mobile as a single tactic. Plan for communication strategies that focus exclusively on mobile will be less successful than those that think beyond mobile by better connecting consumers with the online and physical world. Wider eco-systems center on consumer behavior rather than specific devices. Source: MWC 2011: Forrester FROM: Channel-blindness
Leverage unique attributes of each communication channel <ul><li>The email channel is perfect for providing information, creating excitement, interest and buzz and for driving to online destinations </li></ul><ul><li>The mobile channel serves as an engagement tool and encourages usage on device </li></ul><ul><li>The social channel is dependent on two way conversations between brand and consumer and peer to peer </li></ul><ul><li>The direct mail channel provides an opportunity to tell the full story while promoting services and products </li></ul>
An example of a truly integrated direct Sprint program Device Track Program Media/ Frequency Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15 DM EM Mobile
Our strategy is to use data to contact customers anywhere/everywhere with personalized and relevant communications
Digital Contribution Map Paid Media Earned Media Owned Media Facebook Twitter Banners 3 rd Party Emails Emails Online Site WAPs SMS YouTube Search Microsites Linked In flickr Digg del.icio.us Apps MMS Video QR Codes Landing Pages myspace Display Ads
Data Drives Relevance in a Cluttered Environment Target customers where they are with relevant communications based on their behavior SMS Email SprintFreeMSG: Check out the new HTC Evo View 4G tablet. The power of the EVO, Sprint 4G, and the FREE HTC Scribe, http://sprint.us/view Reply End to stop
Customers are also enabled with personal choices of which channels they can be contacted Email Mobile
Optimization is key to enhancing and evolving communications that meet consumers’ ever changing needs
30.5% of mobile users are using their mobile device for email <ul><li>70 million mobile users accessed email via a mobile device </li></ul><ul><ul><li>43.5 million access email via mobile on a near daily basis </li></ul></ul><ul><li>However, a technology “silver bullet” does not exist, we need to approach optimization from a design perspective </li></ul>Given that almost 23% of the US population is accessing email via a mobile device we need to adapt our current templates to provide a satisfying mobile user experience
Evolution of Mobile Template for Email Hybrid template will support email client, browser & mobile browser Current template support an email client or browser experience
A destination strategy keeps the customer experience top of mind, but also helps contain them within a Sprint experience either mobile or online <ul><li>M.Sprint.com is our goal destination however we know customers may browse on mobile and shop online </li></ul><ul><ul><li>M.sprint.com is currently only used for shop, ratings and reviews </li></ul></ul><ul><ul><ul><li>A simple footer bar can create a significant traffic driver to the mobile web </li></ul></ul></ul><ul><ul><li>Sprint.com is used for detailed product/plan/account information, shop, </li></ul></ul><ul><ul><li>ratings and reviews </li></ul></ul><ul><li>Driving to m.Sprint.com or Sprint.com allows for further Omniture implementation providing richer data for analytics </li></ul>Provide a defined destination for further engagement
Optimizing the Email Click Through Experience m.Sprint.com Detect Browser & Delivers Optimal Experience Sprint.com Mobile OS CPU OS Email Comm
Optimizing WAP Design <ul><li>WAP Content Philosophies : </li></ul><ul><li>Less is more </li></ul><ul><li>Clear calls to action </li></ul><ul><li>Short, concise copy </li></ul><ul><li>Well organized </li></ul><ul><li>Clear hierarchy of messaging </li></ul><ul><li>Strong mix of graphics & text </li></ul>Evolution of Device Education Test, Learn, Apply!
Establish a Measurement Plan for Program Optimization 2.) Measuring the Objectives 3.) Expected User Engagement Path 4.) Data Collection Points Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools 1.) Identify Campaign Objectives
This is how it looks when it all comes together….