The Mobile Database and Multichannel Integration


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  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group 187 th largest
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group
  • These four slides are to be presented in a SUPER fast manner, as a brief introduction to Simon Property Group
  • The Mobile Database and Multichannel Integration

    1. 2. The Mobile Database and Multichannel Integration Dick Goldsmith, The Horah Group Kristy Young, ESPN Patrick Flanagan, Simon Malls
    2. 3. Direct Marketing <ul><li>The Channel agnostic approach to driving maximum customer satisfaction and optimal marketplace results . </li></ul><ul><li>Larry Kimmel, President, DMA </li></ul>
    3. 4. Database <ul><li>No matter what channel you use you want to </li></ul><ul><ul><li>Build a database to improve your ROI and customer satisfaction </li></ul></ul><ul><ul><li>Effectively use that database to improve your ROI and customer satisfaction </li></ul></ul><ul><li>Mobile should be no different when you’re talking DIRECT marketing </li></ul>
    4. 5. Mobile Marketing <ul><li>Way people are consuming your message </li></ul><ul><ul><li>Not a platform </li></ul></ul><ul><ul><li>Not a list of devices </li></ul></ul><ul><li>Mobile does everything your laptop or desktop can do PLUS </li></ul><ul><ul><li>SMS, MMS </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><ul><li>Apps </li></ul></ul><ul><ul><li>Hacker Group White Paper </li></ul></ul>
    5. 6. Mobile Marketing <ul><li>People have a highly personal relationship with their devices </li></ul><ul><li>Can move seamlessly between on-line and off-line worlds </li></ul><ul><li>Device is always on and always close </li></ul><ul><li>Available at the precide moment of consumer impulse </li></ul><ul><li>Customers decide how and when to interact </li></ul><ul><li>Hacker Group White Paper </li></ul>
    6. 7. Is Mobile Direct? <ul><li>Mobile can be used as a mass media but </li></ul><ul><ul><li>What can be more personal? </li></ul></ul><ul><ul><li>What can be more direct? </li></ul></ul><ul><li>What a great opportunity to deliver relevant information when and where a customer or prospect wants it </li></ul><ul><ul><li>It’s always there </li></ul></ul><ul><ul><li>Its closer then your wallet </li></ul></ul>
    7. 8. 20 Years Ago <ul><li>1991 the first fully graphical enterprise email messaging system was released </li></ul><ul><li>According to a  Symantec  report, over 80% of the world’s email is now SPAM. </li></ul><ul><li>How did we build those email databases? </li></ul>
    8. 9. Mobile Database <ul><li>So how do you build a mobile database so </li></ul><ul><ul><li>You can send messages to the right people </li></ul></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>With the right offer </li></ul></ul><ul><li>That will get results </li></ul>
    9. 10. Today <ul><li>Give you the tools and strategies to grow your mobile database </li></ul><ul><li>Provide strategies to utilizing online and offline media to engage consumers. </li></ul><ul><li>Examples of how mobile can support and improve performance of multi-channel campaigns. </li></ul><ul><li>How to build, segment and monetize an opt-in Mobile database across multiple platforms. </li></ul>
    10. 11. Who’s Going to do That? <ul><li>Kristy Young , Director, Product Management, ESPN Mobile </li></ul><ul><li>Patrick Flanagan , VP of Digital Strategy, Simon Property Group </li></ul><ul><li>Dick Goldsmith , President, The Horah Group </li></ul>
    11. 12. ESPN Mobile is… <ul><li>Video (live, and VOD): 13.6M monthly starts ( Aug) </li></ul><ul><li>Applications : 36M total downloads (Aug) </li></ul><ul><li>ESPN Alerts : 10M active subs, 1B msgs/mo (Sept) </li></ul><ul><li>ESPN Mobile Web : 16.6M monthly visitors (July) </li></ul>
    12. 13. Personalization Drives Engagement <ul><li>Fandom is highly personal: Live, Local, Social </li></ul><ul><li>Consistent and relevant Fan experience wins </li></ul><ul><li>Serve the Fan by providing easy to discover content and design excellence </li></ul><ul><li>Build a relationship with the Fans through credibility </li></ul>
    13. 14. why we <3 msging: sms, mms, push notification <ul><li>Interactivity does not require disengaging </li></ul><ul><li>Fans opt-in to receive updates they care about </li></ul><ul><li>Messaging is the most ubiquitous of all mobile platforms and is easy to use </li></ul><ul><li>97% of messages are opened and read </li></ul><ul><li>Stands alone or integrates with other mobile elements, online, print, radio, and TV </li></ul>PUSH CONTENT (ESPN initiated) INTERACTIVITY (two way) PULL CONTENT (Fan initiated) MARKETING / DISTRIBUTION
    14. 15. Keys to Success <ul><li>Strategy – know audience and set objectives </li></ul><ul><li>Utility - provide relevant content in exchange for data (does value balance with ask?) </li></ul><ul><li>Design – clear, simple steps to participation </li></ul><ul><li>Engage – frequent communication </li></ul><ul><li>Special rules for SMS : </li></ul><ul><ul><li>Mobile Marketing Association – Consumer Best Practices Guidelines ( ) </li></ul></ul><ul><ul><li>Immediate response required – frequent updates </li></ul></ul><ul><ul><li>Earn trust; no tolerance for spam </li></ul></ul>
    15. 16. Have You Heard Of… As of 3.19.11, SPG was the 187 th largest firm w/ a stock cap of $30.3M
    16. 17. Quick overview - key annual mall traffic
    17. 18. Quick overview – current U.S. property footprint
    18. 20. Top Ten Mobile Database Best Practices
    19. 21. Allow for ubiquitous mobile # collection
    20. 22. Integrate TXT into existing media
    21. 23. Integrate TXT into existing media
    22. 24. Use a carrot to drive subscriber growth
    23. 25. Use a carrot to drive subscriber growth
    24. 26. Standee Winning Standee Test media & placement options
    25. 27. Don’t forget about email-2-txt
    26. 28. … Or social-2-txt
    27. 29. Drive growth thru games
    28. 30. Localize the keywords
    29. 31. Always allow for a response
    30. 32. Find a spot within radio
    31. 33. Using Direct Mail to Build Your Mobile Database
    32. 35. Marry Direct Mail and Mobile
    33. 36. QR Codes
    34. 38. 3% Postage Discount
    35. 39. QR Codes Pros Cons <ul><li>Quick and simple to create </li></ul><ul><li>No cost when used </li></ul><ul><li>Multiple uses </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Text and images </li></ul></ul><ul><ul><li>Send email & messages </li></ul></ul><ul><ul><li>Dial phone #s </li></ul></ul><ul><li>Quick access to info for users </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Merchandise info </li></ul></ul><ul><li>No info for marketer </li></ul><ul><ul><li>Phone # </li></ul></ul><ul><li>Difficult to scan </li></ul><ul><li>Not EVERYONE has a smartphone </li></ul><ul><li>One way street </li></ul><ul><li>How do QR Codes build your opt-in database? </li></ul>
    36. 40. QR Codes <ul><li>“ Slapping a QR code on an ad is not a mobile strategy. It’s important to know what you are testing and what you want to achieve” Nicole Skogg, CEO Spyderlink, Mobile Marketing Summit 9/8/11 </li></ul><ul><li>“ We are seeing through our networks 3 to 5 million scans a month – those are numbers that start to matter.” Mike Wehrs, CEO, Scanbuy, Mobile Marketing Summit 9/8/11 </li></ul>
    37. 41. Opt-In <ul><li>You can send mail to whoever you want </li></ul><ul><ul><li>(You shouldn’t send it if they have opted out of receiving mail) </li></ul></ul><ul><li>Unlike mail, you can’t send a person a text message to their phone </li></ul><ul><ul><li>You MUST have opt-in permission </li></ul></ul><ul><li>People have to respond from a different media in order to contact you </li></ul>
    38. 42. Text (SMS) Messaging <ul><li>Much less expensive than direct mail </li></ul><ul><li>Much better delivery </li></ul><ul><ul><li>30% of Email addresses change in a year </li></ul></ul><ul><ul><li>18% of home addresses change in a year </li></ul></ul><ul><li>Deliver critical mass of consumers – 175MM Americans text (average texter is a 38 year old woman) </li></ul><ul><li>Engage consumers across all mobile phones </li></ul><ul><li>98% of all messages read </li></ul><ul><ul><li>95% within 15 minutes </li></ul></ul>
    39. 43. Per-keys TM (Personalized Keywords) <ul><li>Combine effectiveness of Mail with immediacy of Mobile </li></ul><ul><li>Make direct mail interactive - better response </li></ul><ul><li>Use on any printed products – on catalog pages too </li></ul><ul><li>Dynamically generates text that personalizes and targets your messages </li></ul><ul><li>“ One-click” ordering </li></ul><ul><li>Build your mobile database faster </li></ul>
    40. 44. Build Your Database <ul><li>People respond better to personalized, targeted messages </li></ul><ul><li>When people respond with a personalized keyword, you know who is responding </li></ul><ul><li>Your response to them can be targeted since you know who they are </li></ul><ul><li>You’ll get better database opt-in rates if people receive targeted opt –in requests </li></ul>
    41. 45. Marrying SMS and Mail
    42. 47. Direct Mail and SMS
    43. 48. Tips for Success with Mobile Commerce and Marketing <ul><li>Understand why mobile is important for your business and brand </li></ul><ul><li>Have a clear understanding of mobile marketing & commerce </li></ul><ul><li>Know your customer </li></ul><ul><li>Have clear objectives </li></ul><ul><li>Measure, measure, measure – and react </li></ul><ul><li>Benchmark with others </li></ul><ul><li>Have a strategy and plan, execute – GET STARTED </li></ul>
    44. 49. Result… <ul><li>The return on investment and cost savings to be achieved will far exceed your expectations. </li></ul>
    45. 50. Thank You! Questions?