Transform Your Email Programs With Mobile Technologies

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Mobile technologies are changing the face of digital marketing by allowing consumers access to their email, the web and social media whenever and wherever they want.

Join us in our second round webinar with Jeff Hasen, Chief Marketing Officer of Hipcricket, as we revisit how mobile is changing email. In this webinar, you'll learn about the latest in mobile marketing and ad models, and how to increase your profits, subscriber engagement and customer loyalty by integrating mobile strategies with your current email programs.

On the agenda:

- Leverage your existing email database to start your mobile strategy now
- Increase customer engagement and loyalty with mobile marketing
- Leverage specific best practices and quick wins for integrating mobile into your marketing program

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Transform Your Email Programs With Mobile Technologies

  1. 1. WebinarTRANSFORM YOUR EMAIL PROGRAMS WITHMOBILE TECHNOLOGIES- What You Need To Know To Succeed April 19th, 2011 ✆ Dial-in telephone: +1 (312) 878-0222 Access code: 421-745-219 Webinar ID: 473-277-553
  2. 2. BEFORE WE GET STARTED…  Having technical difficulties? − Use the Q&A dialog box to let us know − If we can’t help you call Citrix at 888-259- 8414 for technical support . − Or you can chat with a Citrix representative at www.citrixgcs.com/chat •To submit questions during the webinar, use the Q&A chat box Today’s webinar is moderated by: •Everyone will receive a link to a recording Vicky Oxley of the presentation and a copy of the slide Vice-President of Services deck within 1 to 2 business days WhatCounts2
  3. 3. TWEET! Twitter about the webinar using #whatcounts Follow: @WhatCounts @hipcricket @jeffhasen3
  4. 4.  Moving forward as a rebranded WhatCounts using the WhatCounts robust and flexible technology.  We have a much larger foot print, with offices in Atlanta, Washington D.C., Seattle, and Sydney, Australia  Team members will be able provide more resources and opportunities for our clients and partners.  We will be able to better maximize our customers’ revenue opportunity while improving production efficiency and reducing cost.  Union reinforces our commitment to a culture focused on customer service and satisfaction4
  5. 5.  One of the only ESPs with flexible deployment options including SaaS, On-premise appliance (Broadcaster), and Managed Services.  Dedicated account model with a history of commitment to exemplary customer service.  Campaign Production Services – our team members are able to help you implement best practices on a daily basis.  Full Video and Social Integration.  Long list of marquee clients include Costco, Alaska Airlines, MSNBC.com FOXNews, Pandora, Virgin America, Ziff Davis Enterprises, AARP & NEA5
  6. 6. WhatCounts HipcricketPartnership We believe Hipcricket is the best Mobile partner in the space today…have the most experience & best technology WhatCounts and Hipcricket are currently jointly referring customers to one another. Alaska Airlines and Costco, which are both WhatCounts clients, are now working with Hipcricket.
  7. 7. Speaker Jeff Hasen, CMO – Hipcricket Co-created the certification program for the Mobile Marketing Association One of only two individuals certified by the MMA to train professionals and students on mobile marketing definitions, techniques and benefits Companies benefiting from his talents have landed on Wired’s list of most innovative entities on Earth and been named pioneers and the early leader in the burgeoning mobile marketing category7
  8. 8. Hipcricket The one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales Hipcricket’s customers connect with consumers across every mobile channel, including SMS, e-mail, mobile Web sites, advertising networks, social media and branded apps Delivered over 90,000 mobile marketing campaigns, the most in the industry Named the “early leader” in mobile marketing by a leading global analyst firm
  9. 9. SOME OF HIPCRICKET’S CLIENTS9
  10. 10. AGENDA Review of mobile behavior and interests How mobile has changed e-mail The complementary nature of email and mobile Questions and comments
  11. 11. Do you currently have a mobile strategy?  Yes we have a mobile strategy in place  Yes, but we just started  No, but plan on incorporate one in the next year  No, I don’t have one and am not sure if I want/need one11
  12. 12. MOBILE BEHAVIORS AND INTERESTS12
  13. 13. MOBILE SERVICES USAGE PER AGE GROUP, US13
  14. 14. MORE THAN CALLS14
  15. 15. ARE THEY TALKING, TEXTING OR BOTH? Number of Billed SMS Sent/Received Monthly • Hispanic – 943 • White – 687 • African-American – 888 • Asian -- 440 Voice Minutes Used Monthly • Hispanic – 777 • White – 595 • African-American – 1,261 • Asian -- 62815
  16. 16. HOW ARE CONSUMERS ACCESSING EMAIL? • Number of visitors to web-based email sites dropped 6 percent YOY • During same period, number of those accessing email on mobile grew 36 percent • 70 million (30 percent of all mobile subscribers) • Males are 14 percent more likely than females • Adoption of mobile email is 78 percent of smartphone population • Daily usage grew 40 percent to 44 million people16
  17. 17. MEGATREND 1 - SMARTPHONES 30% own smartphones with 50% penetration expected by year’s end 42% of newly acquired devices are smartphones17
  18. 18. MEGATREND 2– TABLETS AND ASSOCIATED ACTIVITIES18
  19. 19. What is your main target age demographic?  Teens  20 – 30  30 – 40  40 – 50  50 and up19
  20. 20. THE ALL-IN GENERATION20
  21. 21. THE TEXTING TEENS AND 20’S 97% of college students text Communicating via social networks is second nature 18-24 year olds are 46 percent more likely to access email than average mobile user21
  22. 22. THE TRAILBLAZING LATE 20’S & EARLY 30’S Approximately 27% are interested or highly interested in participating in mobile marketing campaigns Nearly the same number are somewhat likely or very likely to opt in to receive mobile marketing messages 25-34 year olds are 60 percent more likely to access email than average mobile user22
  23. 23. THE FAMILY-FOCUSED LATE 30’S & EARLY 40’S Approximately 60% text Over 40% take pictures with their mobile devices Only about 3% download ringtones23
  24. 24. THE 50’S & 60’S ARE THE NEW 40’S 42% of 55-64 year olds text 21% of 65+ text24
  25. 25. WHY IS MOBILE MARKETING SO EFFECTIVE?25
  26. 26. TURN PASSIVE CHANNELS INTO INTERACTIVE EXPERIENCES Print TV Internet Mobile In-Store26
  27. 27. PERFORMANCE METRICS Set up campaign in minutes View real-time reports to optimize27
  28. 28. BETTER RECALL THAN OTHER CHANNELS US Mobile Content Users Who Recall Seeing Ads, by Mobile activity, March 2010 * While browsing websites using Brand recall rates from 35% your mobile phone mobile marketing are 20 greater than web While searching for information 29% using your mobile phone and 10 times greater While using an app you have than direct mail** downloaded to your mobile 26% phone While sending/receiving text 13% messages While using a map navigation or used some other service on your 9% mobile phone that automatically… 0% 10% 20% 30% 40%28
  29. 29. CASE STUDY29
  30. 30. MOBILE BEST PRACTICE – ASK FOR A MOBILE NUMBER 55% of subscribers come through simon.com30
  31. 31. MOBILE BEST PRACTICE – USE A CARROT TO DRIVE GROWTH 34% conversion to mobile shopper club31
  32. 32. MOBILE BEST PRACTICE – TEST MEDIA AND PLACEMENT 60% more subscribed by txt only vs. txt + email address BEST standee placement performed 65% better than worst placement32
  33. 33. MOBILE BEST PRACTICE – EMAIL2TXT 25% text to WIN generated from email messages33
  34. 34. MOBILE BEST PRACTICE – SOCIAL2TXT 15% text to WIN generated from Facebook posts34
  35. 35. MOBILE BEST PRACTICE – INTEGRATE INTO PASSIVE MEDIA35
  36. 36. BEST PRACTICE – BE PLAYFUL AND USE GAMES Engagement through jokes and trivia36
  37. 37. BEST PRACTICE – ALWAYS ALLOW FOR RESPONSE In 2010, Simon pushed 116,914 messages and received 75,245 back37
  38. 38. SMS BEST PRACTICE – INTEGRATE WITH TRADITIONAL MEDIA 68% opt-in response rate off radio campaign38
  39. 39. EMAIL AND MOBILE39
  40. 40. EMAIL VS. SMS Email is graphic and content-centric SMS is offer-centric Alaska Air: Exclusive deals @ AlaskaAir.com on new Horizon flights between Bellingham and Portland40
  41. 41. CADENCE Cadence for email and SMS should remain the same No data at this time suggests a higher percentage of opt-outs when consumers are receiving both email and SMS messages41
  42. 42. BEST PRACTICES Do not purchase a list, build one Follow carrier and Mobile Marketing Association guidelines Don’t send to a consumer’s mobile device unless they explicitly give you permission Don’t have mobile sit on an island – make it an integrated part of your program42
  43. 43. YOU’RE NOT LATE BUT WE WON’T BE ABLE TO SAY THAT FOR LONG Integration with mobile is ready for prime time Brands are monetizing databases with as little as 2,500 names and as large as several hundred thousand Your email databases can help complement and convert43
  44. 44. After hearing what was presented in today’s webinar, are you more interested in integrating mobile into your marketing mix?  I already have mobile integrated, but now I have new ideas on different things I can do  Yes, I plan on integrating mobile within the next year  I would like to integrate mobile, but I need to do further research  I do not plan on integrating mobile44
  45. 45. Q&A45
  46. 46. Next Webinar“Increase Revenues by Nurturing Your Prospects into Customers Using Email” Tuesday, April 26th 11:30 AM Pacific / 2:30 PM Eastern Featuring Terry Miller, Managing Partner, CRM Group More Info To Come Shortly46
  47. 47. Contact Jeff Hasen Chief Marketing Officer, Hipcricket jhasen@hipcricket.com @jeffhasen @hipcricket47
  48. 48. Contact Us WhatCounts, Inc. 315 5th Avenue South, Suite 800 Seattle, WA 98104 800-440-7005 www.whatcounts.com Twitter @whatcounts sales@whatcounts.com48

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