7 killer tactics to catapult a mobile marketing strategy

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7 killer tactics to catapult a mobile marketing strategy

  1. 1. Getting It Right* In Mobile Kane Russell, VP of Marketing Waterfall * 7 Killer Tactics To Catapult Your Mobile Marketing Strategy
  2. 2. Waterfall Corporate ๏ Founded August 2005 ๏ Offices in SFO (HQ), Austin & NYC ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR, Passbook, QR Codes, Coupons & Social ๏ Access @ waterfall.com ๏ Personalized engagement for mobile ๏ Intuitive user interface ๏ Full-service compliance support, including provisioning, certification & audit management Platform
  3. 3. Agenda For Today’s Webinar 1. The State of Mobile in 2013 2. Tactics vs. Strategy 3. 7 Killer Tactics 4. Additional Examples 5. Key Takeaways
  4. 4. Mobile Device Sales By Type Source: IHS Global Insight, 2013 0 40 80 120 160 200 2005 2007 2009 2011 2013 2015 MillionsofUnits Entry Phones Feature Phones Smartphones Tablets
  5. 5. Smartphone OS: 2006 - 2012 Source: comScore, 2012 0% 20% 40% 60% 80% 100% 2006 2007 2008 2009 2010 2011 2012 Symbian Palm Microsoft RIM iOS Android
  6. 6. Smartphone Demographics Source: MarketingProfs, 2012 49%51% Male Female 15% 16% 21% 26% 17% 6% 13-17 18-24 25-34 35-44 45-54 55+
  7. 7. Share of U.S. Adult Population Reached Source: mLightenment, 2013 2010 2012 Chg Television 89.5% 88.3% -1% Desktop PC 62.5% 58.1% -4% Radio 60.6% 58.8% -2% Newspapers 38.6% 36.1% -3% Magazines 28.6% 24.8% -4% Mobile Device 84.2% 89.0% +5%
  8. 8. Replacement Rates By Mobile Phones Source: mLightenment, 2013 Smartphone Tablet Clock 65% 22% Organizer 55% 45% Music Player 52% 34% Landline Phone 35% 6% Newspaper 33% 62% Books 14% 51% PC Computer 5% 20%
  9. 9. Digital Channel Stats Source: Mashable, Mass Mailer, 2012 Tweets Viewed 29% FB News Feed Stories Viewed 16% Logged in more than 1/day 58% 12% Emails Viewed 50% Viewed within 6 hours 43% Checked > than 4 times/day 98% SMS Viewed 98% Viewed within 3 minutes Avg. times phone checked/day 150
  10. 10. Mobile Marketing Spending In The U.S. 2010 2011 2012 2013 2014 2015 $7,686 $5,910 $4,273 $2,964 $1,878 $1,248 $9,207 $7,078 $4,871 $3,060 $1,743 $991 $2,912 $2,174 $1,312$669$336$166 Mobile Direct Response Enhanced Advertising Mobile Media Advertising Mobile CRM $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 52% 44% 77% 56% CAGR Source: mLightenment, 2013 Millions of Dollars
  11. 11. Mobile Marketing Spending By Industry 2010 2011 2012 2013 2014 2015 Resources Manufacturing CPG Manufacturing, Other Wholesale Trade Retail Trade, CPG Transportation Information Finance Business Services Educational Services Health Care Arts & Recreation Accomodation & Food Other Services Government $2,405 $3,957 $6,693 $10,456 $15,162 $19,806 Source: mLightenment, 2013 Millions of Dollars
  12. 12. Current Growth Of Mobile Budgets Plan to increase budget next year Plan to increase budget by more than 50% Budget has increased over past 2 years Budget has increased more than 50% past two years Consider mobile an integral element of overall strategy 51% 29% 63% 35% 72% Source: Interactive Advertising Bureau, 2012
  13. 13. Agenda For Today’s Webinar 1. The State of Mobile in 2013 2. Tactics vs. Strategy 3. 7 Killer Tactics 4. Case Studies 5. Key Takeaways
  14. 14. Strategy Tactics
  15. 15. Tactics vs. Strategy Strategy Tactics General Mobile Specific Example A plan of attack designed to reach or obtain a goal Specific tasks, operations or methods to carry out a strategy How to use mobile to increase value for a business Interacting with customers through their mobile devices Acquire new customers Place a coupon mobile call to action outside of a store
  16. 16. Agenda For Today’s Webinar 1. The State of Mobile in 2013 2. Tactics vs. Strategy 3. 7 Killer Tactics 4. Additional Examples 5. Key Takeaways
  17. 17. The 7 Killer Tactics Opt-In Cross-Channel Location Choice A/B Testing Dynamic Field Insertion Integrate
  18. 18. Opt-In Definition? Why important? Best practice? Actively secure mobile customer sign-ups. Expands the capacity for collecting meaningful data. Opt-ins are a two-way street. Be sure to give up something to get something in return.
  19. 19. Stuart Weitzman: Website Takeover Do • Actively recruit customers Don’t • Make sure to segment audience to avoid off- putting aggressiveness
  20. 20. Cross-Channel Definition? Why important? Best practice? Pass customers between mobile channels. Enriches campaign functionality while providing ideal 360- degree customer insight. Make sure to centralize the customer database in order to avoid errors like double-contacting.
  21. 21. San Francisco Giants: Stadium Sleepover Do • Promote campaigns everywhere Don’t • Lose steam by under- communicating • Fail to collect an opt-in
  22. 22. Location Definition? Why important? Best practice? Deliver content according to customer activity. Increases customer response and engagement. Do not feel constrained by traditional location models like geo-fencing.
  23. 23. Subway: Window CTA Do • Attempt to segment audience when appropriate Don’t • Clutter the sign-up process
  24. 24. Choice Definition? Why important? Best practice? Provide customers with ownership opportunities during the brand/customer relationship building process. Establishes trust with customer base. Think about choice from a utility perspective, not necessarily from a shiny object perspective.
  25. 25. Pizza Hut: Send Me Deals Do • Offer customers multiple channels to receive content Don’t • Distribute the same content across each channel; each requires a specific voice
  26. 26. A/B Testing Definition? Why important? Best practice? Test and iterate variations of content in order to maximize engagement rates. Constant innovation. Do not limit yourself to A/B testing. Commit to iterative testing over the long term.
  27. 27. Lane Bryant: LB Msg Me Do • Interact with customers using relevant, engaging content Don’t • Overlook the importance of integrating at the point of sale
  28. 28. Dynamic Field Insertion Definition? Why important? Best practice? Use metadata collected about customers to maximize content targeting. Personalizes the customer experience. Do not try to collect all the data simultaneously.
  29. 29. Strongmail: Email Invite Do • Apply relevant email best practices to mobile Don’t • Forget to include entries for defaults
  30. 30. Integrate Definition? Why important? Best practice? Plug mobile into the overall marketing picture. Provides most relevant reporting and analytics possible. Bite off this project in easy-to-chew pieces.
  31. 31. Starbucks: Mobile Card Registry Do • Compare mobile vs. non- mobile customers Don’t • Adopt a multichannel perspective
  32. 32. The 7 Killer Tactics Opt-In Cross-Channel Location Choice A/B Testing Dynamic Field Insertion Integrate
  33. 33. Agenda For Today’s Webinar 1. The State of Mobile in 2013 2. Tactics vs. Strategy 3. 7 Killer Tactics 4. Additional Examples 5. Key Takeaways
  34. 34. Taco Bell: iPad Sweepstakes Implemented • Integrate Enhancement • Opt-in
  35. 35. Noah’s Bagels: 2D Code Sign-Up Implemented • Opt-In Enhancement • A/B Testing
  36. 36. Straight Talk: Location Targeting Implemented • Location Enhancement • Dynamic Field Insertion
  37. 37. Frontier Airlines: Preference Manager Implemented • Choice Enhancement • Integrate
  38. 38. Pizza Hut: Send Me Deals Do • Engage target audience strategically Don’t • Promote technology for technology’s sake
  39. 39. Obama: Text To Call Implemented • Cross-channel Enhancement • A/B Testing
  40. 40. San Francisco 49ers: Twitter CTA Implemented • Cross-channel Enhancement • Location
  41. 41. Agenda For Today’s Webinar 1. The State of Mobile in 2013 2. Tactics vs. Strategy 3. 7 Killer Tactics 4. Additional Examples 5. Key Takeaways
  42. 42. Art Of The Call To Action Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI. http://artofthecta.com/
  43. 43. Mobile Opportunity Source: eConsultancy, 2013 57% 43%Percentage of companies that deliver a personalized desktop experience. 87%13% Percentage of companies that deliver a personalized mobile experience. 54% of companies plan to adopt personalization for mobile in the next 12 months.
  44. 44. © 2013 Waterfall, Inc. Don’t just message. Have a conversation. For more information visit www.waterfall.com

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