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--               Online Marketing Summit San Diego     ___________________________________________________________________...
Smartphonesare an indispensable part ofour lives.
—62% Are using their smartphone everyday—80% Don’t leave home without itSmartphones are used everywhereHome               ...
Multi-tasking(Source: Google Mobile Planet Report)
―… a wealth of information creates a poverty ofattention and a need to allocate that attentionefficiently among the overab...
Are you repelling customers?(Source: Smartinsights)
The consumer is starting todemand a new kind ofrelationship.
―Put customers in the driver’s seat, or          be dead by 2020.”                    - Jamie Nordstrom, September 2012
Marketing needs to be about the customerrelationship again.       Campaign Centric vs. Consumer Centric 40%   off        C...
Relationships.Moving from campaigns tocustomers.
ExperienceRelationship   Brand
You’re a brand firstand a channel second.How to take a relationship-first approach
5 Stages of Awareness                1. Normal                2. Concentration                3. Selective                ...
Awareness to Action Attention   Interest   Desire   Action   Experience   Loyalty
Interest driven by relevancy                  Immediacy                  Personalization                  Interpretation  ...
Aligning strategies with consumerexpectationsConsumers have rapidly embraced digital channels – and they haveraised their ...
Moving from campaign focus to consumer focus
Biggest ROI comes from relationship marketing                                             acquisition   relationship      ...
―Companies will be better off if they stop viewing customerengagement as a series of discrete interactions [e.g.campaigns]...
ResponsysInteract:Building individualrelationshipsat scale.
Email subscribers also welcome SMS        promotions          Responsys consumer research          revealed that 44 percen...
Consumers looking for a variety ofcontent via SMS          100           90           80                                  ...
Requires building a ―Relationship-First‖approach to Mobile                             Customers say text spam is         ...
Its about the customer journeyAwareness                Interest             Desire               Action              E...
Case Studies
SMS is most effective when:Communicating time sensitive information quicklyCommunicating geographic specific infoCommunica...
30% offab.com’s salescome frommobile.
30% offab.com’s salescome frommobile.
―Building mobile-first forcesus to think about how Fabwill be used by people onthe go first, and people attheir desks seco...
Questions?
Keep readingPeople to searchWilliam James - AwarenessHerb Simon - AwarenessTom Davenport - Attention EconomyDave Crenshaw ...
“We imagine a day when everycustomer touch-point is totallyautomated, individualized andoptimized for the right channel.”
Thanks for your time! Wacarra YeomansDirector, Creative ServicesResponsys@wac_intosh
Relationship-first Mobile Marketing - OMS
Relationship-first Mobile Marketing - OMS
Relationship-first Mobile Marketing - OMS
Relationship-first Mobile Marketing - OMS
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Relationship-first Mobile Marketing - OMS

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Relationship-first Mobile Marketing - OMS

  1. 1. -- Online Marketing Summit San Diego ________________________________________________________________________ - Wacarra Yeomans @wac_intosh
  2. 2. Smartphonesare an indispensable part ofour lives.
  3. 3. —62% Are using their smartphone everyday—80% Don’t leave home without itSmartphones are used everywhereHome 97%On the go 83%In a store 78%Restaurant 71%Work 71%At a social gathering 60%Doctor’s office 56%Café or coffee shop 50%Airport 49%Public Transport 36%School 30%(Source: Google Mobile Planet Report)
  4. 4. Multi-tasking(Source: Google Mobile Planet Report)
  5. 5. ―… a wealth of information creates a poverty ofattention and a need to allocate that attentionefficiently among the overabundance ofinformation sources that might consume it.‖ –Herb Simon
  6. 6. Are you repelling customers?(Source: Smartinsights)
  7. 7. The consumer is starting todemand a new kind ofrelationship.
  8. 8. ―Put customers in the driver’s seat, or be dead by 2020.” - Jamie Nordstrom, September 2012
  9. 9. Marketing needs to be about the customerrelationship again. Campaign Centric vs. Consumer Centric 40% off Create an Offer Build a Profile Schedule it in Design an the Calendar Experience Send to a Mass Interact Audience Individually
  10. 10. Relationships.Moving from campaigns tocustomers.
  11. 11. ExperienceRelationship Brand
  12. 12. You’re a brand firstand a channel second.How to take a relationship-first approach
  13. 13. 5 Stages of Awareness 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided
  14. 14. Awareness to Action Attention Interest Desire Action Experience Loyalty
  15. 15. Interest driven by relevancy Immediacy Personalization Interpretation Authenticity Accessibility Embodiment Patronage Findability
  16. 16. Aligning strategies with consumerexpectationsConsumers have rapidly embraced digital channels – and they haveraised their expectations for marketers: Know me. Engage me. Lead me. Consumers expect Consumers Consumers you demand a want you to to know them relevant, anticipate future across all digital engaging needs to maintain channels consumer engagement and experience loyaltyTo succeed, marketing strategy must adapt at the speed of yourcustomers.
  17. 17. Moving from campaign focus to consumer focus
  18. 18. Biggest ROI comes from relationship marketing acquisition relationship marketing marketing interactive channels 42X offline channelsSource: eMarketer / Direct Marketing Association
  19. 19. ―Companies will be better off if they stop viewing customerengagement as a series of discrete interactions [e.g.campaigns] and instead think about it as customers do: aset of related interactions that, added together, make upthe customer experience.”
  20. 20. ResponsysInteract:Building individualrelationshipsat scale.
  21. 21. Email subscribers also welcome SMS promotions Responsys consumer research revealed that 44 percent of consumers who opt into email promotions from retailers are 44% also interested in receiving deals from those retailers via SMSSource: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S. Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.
  22. 22. Consumers looking for a variety ofcontent via SMS 100 90 80 General discounts & deals 70 Location-based offers 60 50 In-store sales & events 40 Invites to sweepstakes & contests 30 Gift guides & product recs 20 10 0Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.
  23. 23. Requires building a ―Relationship-First‖approach to Mobile Customers say text spam is more invasive to them than junk mail or even spam emails. And sometimes, the recipients even have to pay for the texts that they never wanted in the first place. - Pew Research Center
  24. 24. Its about the customer journeyAwareness  Interest  Desire  Action  Experience  LoyaltyAlerts: Send an alert about a Text for Response: Text to get additional info about Text for Location: Text for theproduct or special deal. products. Responses can include offers. location of the nearest store.“Winter coats on sale starting “Text your Zip Code to find aMonday!” “Reply „tablet‟ to get more information.” store.”Competition: Join in instant-win ortrivia contests around various Notifications: Get real-time alertsproducts. for shipping, inventory, or deals.“Which celebrity owns more “Your sneakers have shippedthan 500 pairs of white and are out for delivery.”sneakers?” Customer Service: Get anVoting: Vote on the immediate response for those timeproducts/designer collection you consuming customer serviceare most looking forward to this fallseason. issues.“Text „Lopez‟ or „Conrad‟ for the “Text „HELP‟ to get a call fromdesigner you are most excited customer support.”about seeing this season.”
  25. 25. Case Studies
  26. 26. SMS is most effective when:Communicating time sensitive information quicklyCommunicating geographic specific infoCommunicating VIP “insider” information
  27. 27. 30% offab.com’s salescome frommobile.
  28. 28. 30% offab.com’s salescome frommobile.
  29. 29. ―Building mobile-first forcesus to think about how Fabwill be used by people onthe go first, and people attheir desks second.‖- Goldberg, Fab.com CEO
  30. 30. Questions?
  31. 31. Keep readingPeople to searchWilliam James - AwarenessHerb Simon - AwarenessTom Davenport - Attention EconomyDave Crenshaw – Myth of Multitasking
  32. 32. “We imagine a day when everycustomer touch-point is totallyautomated, individualized andoptimized for the right channel.”
  33. 33. Thanks for your time! Wacarra YeomansDirector, Creative ServicesResponsys@wac_intosh

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