Mobile Coupons Webinar

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Mobile Coupons Webinar

  1. 1. Ge#ng  It  Right*  In  Mobile Kane  Russell,  VP  of  Marke,ng Waterfall *  How  To  Extract  Maximum  ROI  From  Mobile  Coupons  
  2. 2. Waterfall  and  the  Waterfall  Pla1orm Waterfall  Mobile ๏ Founded  August  2005 ๏ Offices  in  SFO  (HQ),  NYC  &  AusKn ๏ Backed  by  Vista  Equity  Partners   ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   MMS,  QR  Codes,  IVR,  Facebook  &  TwiUer ๏ Free  trial:  www.waterfall.com ๏ API  suite:  apidocs.waterfall.com ๏ Custom  applicaKon  development ๏ Short  code  provisioning,  cerKficaKon   &  audit  management
  3. 3. Mobile  Coupons:   1. Stats   2. Ingredients 3. Case  Studies 4. How  To  Extract  ROI Objec:ves  For  Today’s  Webinar
  4. 4. Growth  of  Digital  Marke:ng  in  the  US 2011 2012 2013 2014 2015 2016 $8,237 $7,057 $5,697 $4,238 $2,777 $1,652 $4,995 $4,217 $3,453 $2,760 $2,119 $1,590 $2,468$2,262$2,066$1,875$1,694$1,510 Email  markeKng Social  media  markeKng Mobile  markeKng $3,242 $4,896 $6,998 $9,150 $11,274 $13,232 32% 10% 26% 38% CAGR Source:  Forrester,  2011 U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions)
  5. 5. Why  Mobile  Coupons? Redemp:on For  adver3sers,  mobile  coupons  offer   a  great  ROI.  Redemp3on  rates  are  10   3mes  that  of  mail  -­‐  or  newspaper  -­‐   distributed  coupons. User  Experience Text-­‐based  coupons  are  the  fastest-­‐ growing  and  most  obvious  applica3on   that  is  also  easy  to  implement. Source:  Borrell  Associates,  2011
  6. 6. Mobile  Coupon  Uptake US  2010 Canada  2010 5% 11% 49% 44% 46% 45% Agree Neutral Disagree US  2010 Canada  2010 13% 23% 39% 44% 49% 33% Mobile  coupons  will  be  a  key  part  of  many  digital  marke:ng  campaigns Mobile  marke:ng  is  the  next  fron:er  in  digital  marke:ng Source:  DMA,  2011
  7. 7. Mobile  Coupon  Adop:on  Rate Source:  eMarketer,  2011 Projected  Users,  USA  (millions) 2010 2011 2012 2013 35.6 28.7 19.8 13.3 96.8 92.5 88.2 83.6 CAGR 5% 39% Online  Coupons Mobile  Coupons
  8. 8. The  4  Ingredients  of  Mobile  Coupons ๏ Mobile:  interacKon  via  mobile  requires  an  interacKve  approach ๏ Marke*ng:  calls  to  acKon  sKll  rely  on  tradiKonal  markeKng  principles   ๏ Means:  choose  the  best  means  –  messaging,  web  or  app ๏ Method:  choose  the  best  method  –  staKc,  dynamic  or  dynamic-­‐verified   4  steps  to  success  for  any  mobile  coupon  campaign
  9. 9. Mobile  Coupons  Means  and  Method Method   ๏ Sta:c ๏ Dynamic ๏ Dynamic  Verified Means   ๏ Messaging ๏ Web ๏ Applica:on Text  Message Facebook Shopping  App Twitter LBS  App Nonshopping  App 11% 15% 20% 32% 35% 41% Mobile  MarkeKng  Format  That  Led  to  a  Purchase   According  to  US  Smartphone  Owners Source:  eMarketer,  2011
  10. 10. Means:  Mobile  Messaging ๏ Defini:on:  coupon  delivered  via  direct  mobile  message  (e.g.  SMS,  MMS) ๏ Pros:  most  widely  deployable  from  technology  and  user  standpoint ๏ Cons:  less  rich  graphics ๏ Best  for:  alpha-­‐numeric  based  codes
  11. 11. Means:  Mobile  Web ๏ Defini:on:  coupon  delivered  via  link  to  a  mobile  website ๏ Pros:  HTML  capabiliKes ๏ Cons:  one-­‐to-­‐many  distribuKon ๏ Best  for:  graphical  1D  and  2D  bar  codes
  12. 12. Means:  Mobile  App ๏ Defini:on:  coupon  delivered  within  a  downloaded  mobile  applicaKon ๏ Pros:  rich  graphics  experience ๏ Cons:  requires  web  connecKon  and  app  download ๏ Best  for:  loyalty  programs  for  advanced  users
  13. 13. Method:  Sta:c  Coupons ๏ Defini:on:  every  recipient  receives  the  same  coupon ๏ Pros:  easiest  to  set  up/deploy ๏ Cons:  least  insight  into  tracking ๏ Best  for:  build  a  list,  get  the  word  out,  drive  traffic
  14. 14. Method:  Dynamic  Coupons ๏ Defini:on:  each  recipient  receives  unique  coupon  code ๏ Pros:  excellent  for  tracking  by  user  and  customizing  expiraKon  dates ๏ Cons:  more  expensive  to  set  up/deploy;  no  integraKon  with  POS ๏ Best  for:  targeted  offers,  viral  campaigns,  redempKon-­‐focused  (as   opposed  to  traffic-­‐focused)  iniKaKves
  15. 15. Method:  Dynamic-­‐verified ๏ Defini:on:  each  recipient  receives  unique  coupon  pre-­‐integrated  with   point  of  sale  (POS)  machine ๏ Pros:  opKmal  for  tracking/customizing  by  user/purchase/expiraKon  date   ๏ Cons:  most  complicated  to  set  up/deploy ๏ Best  for:  campaigns  needing  detailed  reporKng
  16. 16. Mapping  The  Op:ons Low LowHigh High Consumer  Reach Technical  Resources  Required Mobile App Dynamic Verified Mobile Messaging Static Tracking/Repor:ng  Capabili:es HighLow
  17. 17. Case  Studies Splinter  Cell Wai:ng  For  “Superman” McDonald’s
  18. 18. Call  to  Ac:on:  Splinter  Cell
  19. 19. Call  To  Ac:on:  McDonald’s
  20. 20. Call  To  Ac:on:  Wai:ng  For  Superman
  21. 21. Call  To  Ac:on:  Incen:ves Splinter  Cell:  receive  a  free  in-­‐game   weapon Wai:ng  For  “Superman”:  $15  to   benefit  classroom  projects McDonald’s:  free  McChicken   sandwich  coupon
  22. 22. Case  Study:  Ubisoj ๏ Campaign:  2  weeks  before  release,  gamers   could  text  WEAPON  to  44144  and  receive   unique  code  to  unlock  secret  weapon ๏ Objec:ve:  increase  mobile  subscribers  and   engagement ๏ Promo:on:  Email  list,  TwiUer,  Facebook ๏ Results:  80%  opt-­‐in  rate;  doubled  mobile   subscriber  list  on  the  first  day;  +  400%  by   end  of  2  weeks ๏ Key  concern:  what’s  the  engagement   strategy  with  subscribers  going  forward?  
  23. 23. Case  Study:  McDonald’s ๏ Campaign:  By  submipng  mobile  number  online  would  opt-­‐in  and   receive  coupon ๏ Objec:ve:  drive  store  traffic  to  try  new  menu  item ๏ Promo:on:  TwiUer,  Facebook,  Web  in  Spanish  and  English ๏ Results:  30%  opt-­‐in  rate  aqer  receiving  coupons ๏ Key  concern:  how  can  you  moKvate  people  to  return  aqer  gepng  free   sandwich?  
  24. 24. Case  Study:  TakePart/Par:cipant  Media ๏ Campaign:  by  texKng  POSSIBLE  to  77177,   users  received  a  $15  code  that  they  could   redeem  at  DonorsChoose.org ๏ Objec:ve:  ignite  personal  involvement  in   and  social  change  for  US  educaKon  system ๏ Promo:on:  online,  DVD,  in  theater,  in-­‐store ๏ Results:  $142,929  addiKonal  raised  from   parKcipants  for  a  total  of  $832,254  donated   toward  classroom  projects,  impacKng   699,738  students ๏ Key  concern:  what’s  the  strategy  to  get   parKcipants  to  share  campaign  with  others?
  25. 25. The  4M’s  In  Ac:on Mobile MarkeKng Means Method Ubisoq McDonald’s PM/TP Database  built   out,  but  follow-­‐ up  unclear Clear,  well   defined  CTA Mobile   messaging Dynamic Spanish  and   English  opKons No  metadata   capture,  but   seamless  sign  up Mobile   Messaging StaKc  with   Dynamic   ExpiraKon Cross-­‐channel   integraKon Cross-­‐channel   CTAs MulKchannel Dynamic
  26. 26. Key  Takeaways  For  Extrac:ng  mROI ๏ Know  your  mobile:  interacKve,  ongoing  campaigns  focused  on  maximizing   customer  lifeKme  value ๏ Know  your  marke*ng:  call  to  acKons  need  to  be  clear  and  remember  to  focus  on   user  experience   ๏ Know  your  means:  “mobile”  means  three  things  –  messaging,  web  &  app  –  all   have  pros  and  cons,  choose  what’s  best  for  your  campaign ๏ Know  your  method:  “mobile  coupons”  means  three  things  –  staKc,  dynamic  &   dynamic  verified  –all  have  pros  and  cons,  choose  what’s  best  for  your  campaign Know  your  4  m’s.  Then  deploy  according  to  your  best  strategy
  27. 27. Any  Ques:ons? For  more  informaKon  visit  www.waterfall.com Or  contact  us  directly:  markeKng@waterfall.com More  industry  informaKon   available  on  our  blog  @   waterfall.com/blog/

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