direct marketing and mobile

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Webinar:

Lifting the Lid on Mobile

Session 2:

Direct Marketing

Last Session Key Points

• Market Influencers

• The Pace Of Change

• Handset Diversity

• The Wider Mobile Technology Pipeline

• The Evolving App Landscape

• The need to use a different Approach

“The future of the web

lies in mobile phones”

Quotes: Tim Berners-Lee

Mob

ile

InternetSoftw

are

Advertising

Enterta

inm

ent

Social Media

Med

iaR

etai

l

Social, Technical & Commercial

Convergence

Market Influences

One-third of agencies expect almost one-third of their clients’ campaigns to contain mobile (or an element of mobile) in 2011,

Mobile Marketing Growth

• Managing Multiple communication channels

• Integrating mobile seamlessly with other marketing channels

• Achieving a joined-up technology solution from different suppliers

• Using mobile to build a profiled one-to one relationship with your customers

Direct marketing Mobile

Communication

Apps e-mail Mobile web SMSSocial Media

Managing Multiple Channels

Bluetooth QR Codes

Communication

Bombarding the customer!

Apps e-mail Mobile web SMSSocial Media Bluetooth QR Codes

Communication

Apps e-mail Mobile webSMSSocial Media Bluetooth QR Codes

Managing Multiple Channels

Engagement Management Technology

Cross channel campaign management Knowledge of channel preferences

Cross channel Content ManagementCross Platform delivery

Delivery to the Mobile Web

Engagement Management Technology

Content Management

Device and user tracking geolocation -

Centrally managed content for web, email, social and

mobile

iPhone Android Blackberry Windows

Device and channel specific previews

mobile handset detection (> 12,000)

Leading edge delivery engine using HTML5

and fully optimised

dynamic pages – User

preference management

Put the customer at the centre

• Join up marketing campaigns

• Consolidate your database

• Get ‘Device Aware’

• Implement Intelligent Tracking

• End-to-end journey

Joining Up Technology

E-mail

Mobile Web

NFC

Bluetooth

QR Codes

VideoInfrared

MMSGeolocation

Apps

SMS

Vouchers

Advertising

WAP Push

Short Codes

E-mail

SMS

QR Codes

Bluetooth

NFC

Short Code

Apps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Mobile Web

Apps

Vouchers

NFC

Engage Interact Transact


E-mail

SMS

QR Codes

Bluetooth

NFC

Short Code

Apps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Mobile Web

Apps

Vouchers

NFC


Press

Radio

TV

In-store


E-mail

SMS

QR Codes

Bluetooth

NFC

Short Code

Apps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Mobile Web

Apps

Vouchers

NFC


Press

Radio

TV

In-store


EPOS

Loyalty Card

The Broken Journey

HTML e-mail

Mail Server

Mail Client

Mobile HTML e-mail

Database

Mail Client

HTML e-mail

Mail Server

Mail Client

Mobile HTML e-mail

Database

Mail Client

Mobile Web Server

Annotations

Phone Browse

rUnique ID

Mobile Data and Customer Profiling

• Handset

• Make – Model – O/S - Screen size and Resolution – Release Date

• User

• User id created and saved

• Revisiting users are recognised

• All data entered is saved against the ID

• Browsing history saved

• Any site on the same server recognises the user

• Other data

• Location

• SMS

Summary

We’ve Explored:

• How to implement technology and deliver targeted campaigns that don’t bombard our customers or give mixed messages

• How to organise the technology to deliver a full end-to-end journey for the customer

• How to join up the technology to form complete campaigns

• How to use the additional features of mobile to build up a better picture of your customers, enabling you to deliver more targeted campaigns

Questions:

Next sessions - From the Perspective of Mobile

Device Technology: Monday 9th May @10am UK

E-commerce: Tuesday 14th June @ 10am UK

Social Media: Tuesday 12th July @ 10am UK

www.bemoko.com www.alterian.com