Ge#ng	
  It	
  Right*	
  in	
  Mobile
Kane	
  Russell,	
  VP	
  of	
  Marke,ng
Waterfall
*6	
  Must	
  Haves	
  for	
  Effe...
Waterfall	
  Mobile	
  and	
  the	
  Msgme	
  Pla4orm
Waterfall
๏ Founded	
  August	
  2005
๏ Offices	
  in	
  SFO	
  (HQ),	...
Reference	
  Clients	
  &	
  Brand	
  Campaigns	
  
Michael	
  Karampalas,	
  Constant	
  Contact
Michael	
  Karampalas
Constant	
  Contact
๏ Launched	
  in	
  1998	
  
๏ Lea...
๏ State	
  of	
  digital	
  marke2ng
๏ Mul2channel	
  vs.	
  cross-­‐channel	
  marke2ng
๏ 6	
  Must	
  haves	
  for	
  eff...
Digital	
  Marke?ng	
  -­‐	
  The	
  Consensus
Digital	
  marke2ng	
  innova2on	
  is	
  essen$al.
Source:	
  Direct	
  Ma...
The	
  Reign	
  of	
  Digital	
  Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will...
The	
  Reign	
  of	
  Digital	
  Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will...
Digital	
  Marke?ng	
  -­‐	
  Mobile
With	
  mobile	
  as	
  a	
  key	
  player	
  in	
  the	
  future	
  landscape.
Sourc...
Digital	
  Marke?ng	
  Budget	
  Alloca?on
Just started to explore
New medium
Budget
Lack of knowledge
Conservative cultur...
Emerging	
  Digital	
  Marke?ng	
  Familiarity
Source:	
  DMA
Very Familiar Use Often
16%
44%
21%29%
9%
25%
7%16%
Out of H...
Established	
  Digital	
  Marke?ng	
  Familiarity
Source:	
  DMA
Very Familiar Use Often
49%55%
75%
59% 49%46%
73%
60%
SEO...
Digital	
  Marke?ng	
  Budge?ng	
  Concerns
0%
7%
13%
20%
Proofitw
orks
M
easurem
entTools
Betterunderstanding
M
ore
resou...
Digital	
  Marke?ng	
  Frustra?ons
Source:	
  DMA
Agree Neutral Disagree
US 2010
Canada 2010 27%
38%
50%
50%
23%
12%
We	
 ...
Digital	
  Marke?ng	
  Strategy
So	
  what’s	
  the	
  appropriate	
  strategy?	
  
Address	
  digital	
  marke?ng’s	
  co...
Mul?channel	
  	
  v.	
  Cross-­‐channel	
  CRM
Cross-­‐channel	
  marke=ng	
  CRM	
  
places	
  consumers	
  at	
  the	
 ...
Mul?channel	
  v.	
  Cross-­‐channel	
  Approach
Move	
  toward	
  a	
  cross-­‐channel	
  approach
Challenge Mul?channel	...
6	
  Must-­‐Haves	
  for	
  Cross-­‐Channel	
  CRM
So	
  why	
  doesn’t	
  everyone	
  adopt	
  a	
  cross-­‐channel	
  ap...
Channel	
  Preference
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Brands	
  and	
  customers	
  can	
  choos...
Channel	
  Integra?on
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Customers	
  receive	
  updates	
  via	
  ...
Data	
  Integra?on
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Each	
  channel	
  maintains	
  segmented	
  ...
Repor?ng	
  &	
  Analy?cs
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Stock	
  reports	
  used	
  for	
  var...
Compliance	
  &	
  Regulatory
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Each	
  individual	
  channel	
  f...
Customer	
  Life?me	
  Value	
  Focus
Moving	
  from	
  mulDchannel	
  to	
  cross-­‐channel:
• Marke,ng	
  campaigns	
  v...
Constant	
  Contact	
  Q&A
Key	
  Takeaways
๏ Channel	
  Integra2on
๏ Data	
  Integra2on
๏ Channel	
  Preference
๏ Repor2ng	
  &	
  Analy2cs
๏ Compli...
Any	
  Ques?ons?
For	
  more	
  informa=on	
  visit	
  www.waterfall.com
Or	
  contact	
  us	
  directly:	
  marke=ng@wate...
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6 must-haves-for-effective-cross-channel-crm

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6 must-haves-for-effective-cross-channel-crm

  1. 1. Ge#ng  It  Right*  in  Mobile Kane  Russell,  VP  of  Marke,ng Waterfall *6  Must  Haves  for  Effec2ve  Cross-­‐channel  CRM featuring  insight  from  Constant  Contact's  Michael  Karampalas
  2. 2. Waterfall  Mobile  and  the  Msgme  Pla4orm Waterfall ๏ Founded  August  2005 ๏ Offices  in  SFO  (HQ),  NYC  &  Aus=n ๏ Backed  by  Vista  Equity  Partners   ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   MMS,  QR  Codes,  IVR,  Facebook  &  TwiRer ๏ Free  trial:  www.waterfall.com ๏ API  suite:  apidocs.waterfall.com ๏ Custom  applica=on  development ๏ Short  code  provisioning,  cer=fica=on   &  audit  management
  3. 3. Reference  Clients  &  Brand  Campaigns  
  4. 4. Michael  Karampalas,  Constant  Contact Michael  Karampalas Constant  Contact ๏ Launched  in  1998   ๏ Leading  email  marke=ng,  online  survey  and   event  marke=ng  tools ๏ Expert  personal  coaching  and  support ๏ 450,000+  customers  worldwide ๏ LinkedIn:  mkarampalas ๏ Product  manager  with  exper=se  in  email,  mobile  and  social  media ๏ 5  years  experience  at  Constant  Contact ๏ University  of  MassachuseRs,  Amherst
  5. 5. ๏ State  of  digital  marke2ng ๏ Mul2channel  vs.  cross-­‐channel  marke2ng ๏ 6  Must  haves  for  effec2ve  cross  channel  CRM ๏ Q&A  with  Constant  Contact ๏ Key  Takeaways Objec?ves
  6. 6. Digital  Marke?ng  -­‐  The  Consensus Digital  marke2ng  innova2on  is  essen$al. Source:  Direct  Marke$ng  Associa$on  (DMA)   US 2010 Canada 2010 3% 4% 23% 20% 74% 76% Agree Neutral Disagree Con?nuing  to  innovate  is  as  important  as  doing  what  has  worked  in  the  past. (with  regards  to  digital  marke=ng) US 2010 Canada 2010 6% 9% 30% 28% 65% 63% You  can  build  strong  customer  rela?onships  on  the  internet.
  7. 7. The  Reign  of  Digital  Marke?ng 0% 25% 50% 75% 100% Print Radio TV Out-home D. Mail Email Mobile Online How will you shuffle your marketing spend next year (U.S.A.)? Decrease Stay the Same Increase Source:  DMA
  8. 8. The  Reign  of  Digital  Marke?ng 0% 25% 50% 75% 100% Print Radio TV Out-home D. Mail Email Mobile Online How will you shuffle your marketing spend next year (Canada)? Decrease Stay the Same Increase Source:  DMA
  9. 9. Digital  Marke?ng  -­‐  Mobile With  mobile  as  a  key  player  in  the  future  landscape. Source:  DMA US 2010 Canada 2010 5% 11% 49% 44% 46% 45% Agree Neutral Disagree Mobile  marke?ng  is  the  next  fron?er  in  digital  marke?ng. US 2010 Canada 2010 13% 23% 39% 44% 49% 33% Digital  marke?ng  campaigns  will  soon  incorporate  mobile  coupons.
  10. 10. Digital  Marke?ng  Budget  Alloca?on Just started to explore New medium Budget Lack of knowledge Conservative culture Lack of capabilites We prefer other mediums 14% 3% 1% 14% 8% 9% 9% 20% 8% 2% 9% 17% 13% 13% USA 2010 Canada 2010 Source:  DMA Why  isn’t  more  marke?ng  budget  allocated  to  digital?   But,  digital  marke2ng  is  unfamiliar  and  challenging.  
  11. 11. Emerging  Digital  Marke?ng  Familiarity Source:  DMA Very Familiar Use Often 16% 44% 21%29% 9% 25% 7%16% Out of Home Media Very Familiar Use Often 62%69% 47%56% 40% 66% 51%54% Social Media Marketing Very Familiar Use Often 23% 40% 25% 42% 25% 44% 18% 31% Video Very Familiar Use Often 19% 36% 17%27% 21% 33% 9% 26% Mobile Marketing US Marketers US Agencies Canada Marketers Canada Agencies
  12. 12. Established  Digital  Marke?ng  Familiarity Source:  DMA Very Familiar Use Often 49%55% 75% 59% 49%46% 73% 60% SEO Very Familiar Use Often 67%70% 78%84% 69% 86% 87%88% Email Very Familiar Use Often 47%57% 54% 70% 47% 64% 54%64% Online/Display Very Familiar Use Often 43%49% 63%61% 47% 59% 59%63% SEM US Marketers US Agencies Canada Marketers Canada Agencies
  13. 13. Digital  Marke?ng  Budge?ng  Concerns 0% 7% 13% 20% Proofitw orks M easurem entTools Betterunderstanding M ore resources Betterresults 12% 14% 16% 2% 17% 4% 10% 14% 8% 20% USA Canada What  would  need  to  change  in  order  for  you  to  spend  more  on  digital  marke?ng? Source:  DMA
  14. 14. Digital  Marke?ng  Frustra?ons Source:  DMA Agree Neutral Disagree US 2010 Canada 2010 27% 38% 50% 50% 23% 12% We  are  replacing  tradi?onal  in-­‐store  marke?ng  with  digital  media. US 2010 Canada 2010 33% 28% 46% 53% 22% 19% Measuring  digital  marke?ng  ROI  is  easy  to  accomplish. US 2010 Canada 2010 30% 29% 37% 40% 33% 31% Digital  marke?ng  needs  to  supplement  other  channels. US 2010 Canada 2010 30% 29% 37% 40% 33% 31% Customers  are  eager  to  engage  with  companies  to  develop  interac?ve  rela?onships.
  15. 15. Digital  Marke?ng  Strategy So  what’s  the  appropriate  strategy?   Address  digital  marke?ng’s  core  frustra?ons. They  are: • Customers  don’t  want  to  engage   • Digital  marke,ng  shouldn’t  supplant  other  channels • Measuring  ROI  is  challenging • Need  to  see  results
  16. 16. Mul?channel    v.  Cross-­‐channel  CRM Cross-­‐channel  marke=ng  CRM   places  consumers  at  the  center   of  the  conversa=on,  targe=ng   messaging  based  on  channel   preference  and  permission.   It  requires  a  broader,  more   diverse  marke=ng  vision  that   establishes  a  longer  term  and   deeper  rela=onship. Mul?channel  marke=ng  CRM   is  the  use  of  different  and   disparate  channels  to   simultaneously  push  the  same   message  to  the  consumer.   It  is  a  powerful  yet  impersonal   form  of  marke=ng  used   primarily  to  gain  consumers’   aRen=on  for  a  par=cular   ini=a=ve. Channels Brand Channel Channel Channel Brand}}CONSUMER CONSUMER
  17. 17. Mul?channel  v.  Cross-­‐channel  Approach Move  toward  a  cross-­‐channel  approach Challenge Mul?channel  approach Cross-­‐channel  approach Customer  engagement Op=mize  channel’s  features   and  benefits  to  increase   customer  engagement Op=mize  database’s   targe=ng  capabili=es  to   increase  customer   engagement Adding/integra=ng  new   channels Bolt  on  addi=onal  channels   to  engage  customers Integrate  channels  as   addi=onal  means  to  engage   customers ROI  measurement Channel-­‐centric  metrics,   e.g.  clickthrough  rates Customer-­‐centric  metrics,   e.g.  customer  life=me  value Results  understanding Understand  how  to  beRer   use  a  par=cular  channel Understand  how  to  beRer   interact  with  customer  base
  18. 18. 6  Must-­‐Haves  for  Cross-­‐Channel  CRM So  why  doesn’t  everyone  adopt  a  cross-­‐channel  approach?   It  takes  more  ?me  and  thought  to  develop. The  6  Must-­‐Haves  Road  Map: 1. Channel  Integra,on 2. Data  Integra,on 3. Channel  Preference 4. Repor,ng  &  Analy,cs 5. Compliance  &  Regulatory 6. Customer  Life,me  Value  Focus
  19. 19. Channel  Preference Moving  from  mulDchannel  to  cross-­‐channel: • Brands  and  customers  can  choose  which  channels  to  use • Brands  and  customers  can  choose  how  and  when  to   exchange  messaging  from  the  respec,ve  channels • Brands  and  customers  can  design  and  update  tailored   communica,on  strategy Defini?on:  ability  to  op=mize  message  delivery  according  to  brand  and   customer  preference
  20. 20. Channel  Integra?on Moving  from  mulDchannel  to  cross-­‐channel: • Customers  receive  updates  via  email,  social  and  mobile • Customers  sign  up  for  updates  via  email,  social  or  mobile  from  other   channels • Customers  receive  ongoing  communica,on  from  mul,ple  channels   that  builds  upon  itself  much  like  a  conversa,on Defini?on:  seamless  crossover  between  the  various  communica=on  channels
  21. 21. Data  Integra?on Moving  from  mulDchannel  to  cross-­‐channel: • Each  channel  maintains  segmented  customer   database • Channels  can  exchange  data  to  update  individual   customer  profiles • Channels  share  data  from  one  central  customer   database  for  targe,ng Defini?on:  real-­‐=me  updates  to  customer  database  from  different  channels
  22. 22. Repor?ng  &  Analy?cs Moving  from  mulDchannel  to  cross-­‐channel: • Stock  reports  used  for  various  industry-­‐used  metrics • Stock  reports  with  various  customizable  views  around   industry-­‐used  metrics • Customizable  reports  that  provide  insight  into  selected  &   designed  metrics Defini?on:  detailed  and  easy-­‐to-­‐use  insight  into  the  metrics  that  maRer   for  a  par=cular  brand
  23. 23. Compliance  &  Regulatory Moving  from  mulDchannel  to  cross-­‐channel: • Each  individual  channel  fully  compliant • Best  prac,ces/ideas  shared  across  the  various  channels   to  keep  up  with  industry  changes • Cross-­‐channel  compliance  strategy  informs  product  to   advance  prepare  for  any  updates  or  changes Defini?on:  full  compliance  across  channels
  24. 24. Customer  Life?me  Value  Focus Moving  from  mulDchannel  to  cross-­‐channel: • Marke,ng  campaigns  via  various  channels • Marke,ng  campaigns  within  greater  overall  strategy   via  various  channels • Marke,ng  campaigns,  within  greater  overall   strategy,  via  integrated  channels Defini?on:  communica=on  strategy  focused  on  developing  ongoing   rela=onship  with  customers
  25. 25. Constant  Contact  Q&A
  26. 26. Key  Takeaways ๏ Channel  Integra2on ๏ Data  Integra2on ๏ Channel  Preference ๏ Repor2ng  &  Analy2cs ๏ Compliance  &  Regulatory ๏ Customer  Life2me  Value  Focus
  27. 27. Any  Ques?ons? For  more  informa=on  visit  www.waterfall.com Or  contact  us  directly:  marke=ng@waterfall.com More  industry  informa=on   available  on  our  blog  @   waterfall.com/blog

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