Evolving direct into the new world at sprint


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Evolving direct into the new world at sprint

  1. 1.
  2. 2. Evolving ‘Direct’ into the New World<br />Roshni Cox, Sprint<br />Kevin Newby, Euro RSCG <br />
  3. 3. Deliver content when and where our customers want it<br />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<br />Always on and connected means devices woven seamlessly into daily life<br />Work= weather, social networking sites and local news<br />
  4. 4. Three Consumer Trends Impacting Mobile and<br />Driving Communication Implications<br />
  5. 5. Trend 1: Rise of the Personal Portal <br />
  6. 6. Rise of the Personal Portal <br />RISE OF THE PERSONAL PORTAL<br />TREND:<br />MOBILE ISN’T JUST FOR CONSUMERS ON-THE-GO <br />IMPLICATION:<br />http://www.mobilemarketer.com/cms/news/research/10287.html<br />
  7. 7. Trend 2: Pre-emptive Gratification <br />
  8. 8. Pre-emptive Gratification <br />PRE-EMPTIVE GRATIFICATION<br />TREND:<br />FEED THE NEED FOR CONTENT<br />IMPLICATION:<br />
  9. 9. Pre-emptive Gratification <br />PRE-EMPTIVE GRATIFICATION<br />TREND:<br />RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTED<br />IMPLICATION:<br />Understand what your best consumers want to hear, not what you want to tell them<br />Mobile behavior in United States, October, November, December 2010Percent of total mobile audience (Age 13+)<br />
  10. 10. Trend 3: Deal Seekers vs. Brand Loyalists<br />DEAL SEEKERS VS. BRAND LOYALISTS<br />TREND:<br />ENGAGE BEYOND OFFERS<br />IMPLICATION:<br />Euro RSCG Discovery<br />
  11. 11. Mobile Marketing Vision<br />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. <br />
  12. 12. Three Guiding Principles<br />1. FOCUS THE AUDIENCE<br />Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011.<br />2. DEVELOP RELEVANT CONTENT<br />Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise.<br />3.CONSIDER BEST USE OF CHANNEL<br />Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.<br />
  13. 13. Focus the Audience<br />TO: Narrowcast<br />FROM: Broadcast<br />Target all segments even accommodating the lowest technology and usage<br />Target only segments embracing advanced technology and usage<br />
  14. 14. Smartphone Users are on the Rise<br />Late Adopters Adopting<br /> 2011 is the year of increased smartphone accessibility<br />Smartphones will become more affordable and available to the masses<br />Users are graduating from feature phones<br />These new users are likely less active (initially) but will grow into the technology <br />
  15. 15. Develop Relevant Content<br />TO: Aligning with Behavior<br />FROM: Duplication<br />Duplicative program and content (e.g., recreating the same content on DM, EM, and Mobile)<br />Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.<br />
  16. 16. Respect Your Customers<br />Key Content Considerations<br /><ul><li>If it isn’t relevant to the customer, don’t send it
  17. 17. Is it something the customer wants to know?
  18. 18. Will it provide the customer value?
  19. 19. MVP = Mobile Value Proposition
  20. 20. Give customers a reason to open your messages
  21. 21. Customers want/need a positive ROI
  22. 22. Mind the gaps
  23. 23. Sending too often WILL lead to…
  24. 24. Opt outs
  25. 25. Being placed on a do not text list
  26. 26. Ultimately damaging your brand</li></li></ul><li>Consider Best Use of Channel<br />TO: Channel-aware<br />FROM: Channel-blindness<br />Isolated lifecycle programs<br />delivering the same message across various tactics (DM, Email, SMS) to the same audience<br />Integrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevant<br />Capitalize on the dynamic opportunities with mobile<br />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 <br />on consumer behavior rather than specific devices.<br />Source: MWC 2011: Forrester<br />
  27. 27. Leverage unique attributes of each communication channel <br />The email channel is perfect for providing information, creating excitement, interest and buzz and for driving to online destinations<br />The mobile channel serves as an engagement tool and encourages usage on device<br />The social channel is dependent on two way conversations between brand and consumer and peer to peer<br />The direct mail channel provides an opportunity to tell the full story while promoting services and products <br />
  28. 28. An example of a truly integrateddirect Sprint program<br />Device Track Program<br />
  29. 29. Our strategy is to use data to contact customers anywhere/everywhere with personalized and relevant communications<br />
  30. 30. Digital Contribution Map<br />flickr<br />Facebook<br />3rd Party Emails<br />Twitter<br />YouTube<br />Paid Media<br />Earned Media<br />Search<br />Linked In<br />myspace<br />Banners<br />Digg<br />Display Ads<br />del.icio.us<br />Emails<br />SMS<br />MMS<br />Apps<br />Owned Media<br />WAPs<br />Online Site<br />Landing Pages<br />Video<br />QR Codes<br />Microsites<br />
  31. 31. Data Drives Relevance in a Cluttered Environment<br />Target customers where they are with relevant communications based on their behavior<br />Email<br />SMS<br />SprintFreeMSG:<br />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<br />
  32. 32. Customers are also enabled with personal choices of which channels they can be contacted<br />Email<br />Mobile <br />
  33. 33. Optimization is key to enhancing and evolving communications that meet consumers’ ever changing needs<br />
  34. 34. 30.5% of mobile users are using their mobile device for email<br />70 million mobile users accessed email via a mobile device <br />43.5 million access email via mobile on a near daily basis<br />However, a technology “silver bullet” does not exist, we need to approach optimization from a design perspective<br />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<br />
  35. 35. Evolution of Mobile Template for Email<br />Hybrid template will support email client, browser & mobile browser<br />Current template support an email client or browser experience <br />
  36. 36. A destination strategy keeps the customer experience top of mind, but also helps contain them within a Sprint experience either mobile or online <br /><ul><li>M.Sprint.com is our goal destination however we know customers may browse on mobile and shop online
  37. 37. M.sprint.com is currently only used for shop, ratings and reviews
  38. 38. A simple footer bar can create a significant traffic driver to the mobile web
  39. 39. Sprint.com is used for detailed product/plan/account information, shop, </li></ul> ratings and reviews<br /><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<br />
  40. 40. Optimizing the Email Click Through Experience<br />m.Sprint.com<br />Mobile OS<br />Detect <br />Browser & Delivers Optimal Experience <br />Email Comm<br />CPU OS<br />Sprint.com<br />
  41. 41. Optimizing WAP Design<br />Evolution of Device Education<br />Test, Learn, Apply!<br />WAP Content Philosophies:<br /><ul><li>Less is more
  42. 42. Clear calls to action
  43. 43. Short, concise copy
  44. 44. Well organized
  45. 45. Clear hierarchy of messaging
  46. 46. Strong mix of graphics & text</li></li></ul><li>Establish a Measurement Plan for Program Optimization<br />2.) Measuring the Objectives<br />1.) Identify Campaign Objectives<br />3.) Expected User Engagement Path<br />4.) Data Collection Points<br />Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver<br />Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools <br />
  47. 47. This is how it looks when it all comes together….<br />