relationship-first mobile marketing - oms

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Wacarra Yeomans@wac_intosh

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Online Marketing Summit San Diego

Smartphones are an indispensable part of our lives.

—62% Are using their smartphone everyday—80% Don’t leave home without it

Smartphones 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)

(Source: Google Mobile Planet Report)

Multi-tasking

“… a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.” – Herb Simon

(Source: Smartinsights)

Are you repelling customers?

The consumer is starting to demand a new kind of relationship.

“Put customers in the driver’s seat, or be dead by 2020.”

- Jamie Nordstrom, September 2012

Marketing needs to be about the customer relationship again.

Create an Offer

Schedule it in the

Calendar

Send to a Mass Audience

Design an Experience

InteractIndividually

Build a Profile

Campaign Centric vs. Consumer Centric

40%off

Relationships.Moving from campaigns to customers.

Experience

Relationship

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

4. Alternating

5. Divided

Awareness to Action

Attention Interest Desire Action Experience Loyalty

Interest driven by relevancyImmediacy

Personalization

Interpretation

Authenticity

Accessibility

Embodiment

Patronage

Findability

Aligning strategies with consumer expectationsConsumers have rapidly embraced digital channels – and they have raised their expectations for marketers:

To succeed, marketing strategy must adapt at the speed of your customers.

Know me. Consumers expect youto know them across all digital channels

Engage me.Consumers demand a relevant, engaging consumer experience

Lead me.Consumers want you to anticipate future needs to maintain engagement and loyalty

Moving from campaign focus to consumer

focus

Biggest ROI comes from relationship marketing

Source: eMarketer / Direct Marketing Association

offlinechannels

interactive channels

acquisition marketing

relationshipmarketing

42X

“Companies will be better off if they stop viewing customer engagement as a series of discrete interactions [e.g. campaigns] and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.”

Responsys Interact:Building individual relationshipsat scale.

Email subscribers also welcome SMS promotionsResponsys consumer research revealed that 44 percent of consumers who opt into email promotions from retailers are also interested in receiving deals from those retailers via SMS

44%

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.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.

Consumers looking for a variety of content via SMS

Series10

10

20

30

40

50

60

70

80

90

100

General discounts & deals

Location-based offers

In-store sales & events

Invites to sweepstakes & contests

Gift guides & product recs

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.

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

Its about the customer journey

Alerts: Send an alert about a product or special deal.

“Winter coats on sale starting Monday!”

Voting: Vote on the products/designer collection you are most looking forward to this fall season.

“Text ‘Lopez’ or ‘Conrad’ for the designer you are most excited about seeing this season.”

Competition: Join in instant-win or trivia contests around various products.

“Which celebrity owns more than 500 pairs of white sneakers?”

Notifications: Get real-time alerts for shipping, inventory, or deals. “Your sneakers have shipped and are out for delivery.”

Customer Service: Get an immediate response for those time consuming customer service issues.

“Text ‘HELP’ to get a call from customer support.”

Text for Location: Text for the location of the nearest store.

“Text your Zip Code to find a store.”

Awareness Interest Desire Action Experience Loyalty

Text for Response: Text to get additional info about products. Responses can include offers.

“Reply ‘tablet’ to get more information.”

Case Studies

SMS is most effective when:Communicating time sensitive information quickly

Communicating geographic specific info

Communicating VIP “insider” information

30% of fab.com’s sales come from mobile.

30% of fab.com’s sales come from mobile.

“Building mobile-first forces us to think about how Fab will be used by people on the go first, and people at their desks second.”- Goldberg, Fab.com CEO

Questions?

Keep readingPeople to searchWilliam James - Awareness

Herb Simon - Awareness

Tom Davenport - Attention Economy

Dave Crenshaw – Myth of Multitasking

“We imagine a day when every customer touch-point is totally automated, individualized and optimized for the right channel.”

Thanks for your time!

Wacarra YeomansDirector, Creative ServicesResponsys@wac_intosh