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M! A!
M!
Webinar Series!

Integrated Cross Channel Mobile!
Strategies: 3 Tips for Coming Up With Yours!
February 11, 2014!

Sponsored by:!
About the MMA !
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large!
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits !
!

INSIGHTS:

!

Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness!
!

CONNECTIONS: !
Interact with passionate leaders and stay on the cutting edge. Boost your
business and career by connecting with the people that matter!
!

IMPACT: !
Influence industry frameworks, standards, guidelines and best practices.
Join the industry initiatives that shape the future of mobile!
Today’s Agenda!
Cross-Channel Marketing!
!
3 Steps to Designing an Integrated
Marketing Campaign!
!
Case Studies!
Key Insights to be Shared!
Meaningful objective and goal setting is a
far more important place to start than tactic
considerations.!
 !
Your consumer will dictate on what
channels they prefer to interact.!
 !
How it all ties together to create a
compelling cross-channel mobile strategy.!
4	
  
Presenters!
Sara Kowal!

VP, Product Innovation!
HelloWorld!

Aaron Clark!

VP, Mobile Sales and Operations!
HelloWorld!
!

Moderator!
Leo Scullin!

Head of Global Industry Initiatives!
Mobile Marketing Association!
5	
  
Managing Your Questions!
Share the Insights!
#MMAWeb!
!
@HW_inc!
!
@sekowal!
!
@aclark16!
!
6	
  
Integrated Cross Channel Mobile Strategies: 3 Tips for Coming Up with Yours
Integrated Cross Channel Mobile Strategies
February 2014
Sara Kowal, VP, Product Innovation
Aaron Clark, VP, Mobile Sales and Operations

©2014, HelloWorld® – Confidential
AGENDA
Cross-Channel Marketing
3 Steps to Designing an Integrated
Marketing Campaign
Case Studies

©2014, HelloWorld® – Confidential
Integrated Cross Channel Mobile Strategies: 3 Tips for Coming Up with Yours
Our Street Cred

50%

4x

of the

44
countries

Experts
Strategy
Technology
Legal

Fortune 500

more promotions

800+
clients

than the next
company
Poll Question #1
How does your company handle digital
marketing?
1.  All one team but we divide up work by project.
2.  Team is separated by channel – mobile team handles
all things mobile, social team handles all things social,
etc.
3.  Separated by tactics: Promotions team, loyalty,
media team. Those teams decide which channels to
use.
Cross-Channel Marketing
There are so many different names…

Multi-channel

VS.

Cross-channel
Frequency of Consumer
Visits to Retail Sites On
Their Path to Purchase
8.7

Mobile
PC

6.2
4.5

4.2
2.9
1.5

Online Only

Multi-Channel

Total
Percentage of Consumers
Using Different Touch points
on the Path to Purchase
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Smartphone
Tablet
PC
17% of marketers
report that mobile was
“very integrated” into
overall marketing
strategy
84%

of consumers
expect a consistent
experience across
all channels,
including mobile
17
Another way to look at it…
MarketerFASHION TRIVIA
View
Twitter

Website
Facebook
Banner Ads

Pinterest
Email

In-Store

eCommerce
Site

Loyalty Program

Mobile Messaging
Mobile Apps

POS
Mobile Sites
Consumer View

YOUR
BRAND
A Successful Cross-Channel Experience
Recognizes consumers
across channels
Delivers a consistent
experience tailored to the
strengths of the channel
Considers the natural
interactions consumers
have within the channel
Designing an Integrated Campaign
3 EASY STEPS
1

Clearly define your
objectives & goals

2

Identify the right channels

3

Develop a concept that pulls
together the right tactics
Poll Question #2
Does your organization have a clearly
defined digital marketing strategy?
1.  Yes – it’s integrated into our marketing strategy.
2.  Yes – it’s defined in a separate document.
3.  No – we are doing digital marketing, but no strategy.
Define Objectives and Goals

Acquisition
•  Grow email optin
list by 20%
•  Increase mobile club
registrations to 25,000
•  Drive 30% more traffic
to brand sites

Engagement
& Advocacy
•  Increase top of
mind awareness
(unaided/aided recall)
•  Collect consumer %
profile data to develop
5 more targeted
segments

Drive to
Purchase
•  Increase sales 15%
•  Generate 10,000
product trials of
a new offering
•  Drive 25% of sales
through web channel

25
Determine the Right Channels
Whether you’re targeting new customers or looking to reconnect with existing
ones, identifying channels that are relevant to those you want to reach is
imperative.

26
Final Design of an Integrated Campaign
ü  Objectives Set
ü  Channel Identification
Now it’s time to think tactics
•  What is a compelling concept that ties the emotion and
excitement of your brand to the consumer?
•  Considering objectives and channels, which combination
of tactics make the most sense to meet your objectives?

27
Example Marketing Program Plan
BUSINESS
OBJECTIVES

KEY INITIATIVES
(TACTICS)

KEY PERFORMANCE
INDICATORS

Acquisition

•  Facebook Promotion (‘Like’
is required)
•  Consumer is opted into
receive SMS and email
notifications

•  Email and SMS Opt-ins
•  Number of Facebook
Likes and Shares
•  Impressions

Engagement

•  Survey after sweepstakes
entry for consumer insight
•  Consumer texts a code to
play an in-restaurant game

•  Completed surveys
•  Game plays

Purchase

•  Consumer is sent a timesensitive LBS coupon that
motivates them to come into
the restaurant
•  Pays for meal in-app

•  Coupons redeemed
•  Increased ticket size
Integrated Campaign Checklist
Do all the pieces of the program map to brand
objectives and goals?
Are we leveraging all owned assets across channels
to drive the success of the program (digital, in-store,
print, packaging, etc.)?
Are all required cross-functional team members
on board with the purpose and execution of the program?
Is the consumer experience seamless – and
appropriate – across channels?
Are we ready to gather and use the data we are
collecting to build meaningful consumer profiles to
optimize marketing spend & consumer relationships?
Integrated Cross Channel Mobile Strategies: 3 Tips for Coming Up with Yours
Bonus Step: Always Keep Improving!
•  Integrated programs come with lots and lots of
data – be sure to use it!
›  Personalization
›  Segmentation
›  Offer testing

•  How consumers interact with various devices and
channels is constantly changing – make sure to
re-evaluate your integrated strategy to keep it fresh.
›  Prioritize channels/experiences
›  Decide if you need to be on the leading edge, a close follower
or if you can wait until the majority of consumers are in a
channel before investing
Case Studies
FRED MEYER
Holiday “Daily Deal”
Brand Awareness
33
3M POST-IT
& SCOTCH
“Color Your World”
Social Loyalty
TODAY ONLY! Text MYSTERY to 55X55
for your surprise offer!

BIG BOX RETAILER
“SMS Mystery Offer”
Brand Engagement
HASBRO
“Hasbro Rewards”
Rebate Management
Sara Kowal
sara.kowal@helloworld.com
Aaron Clark
aaron.clark@helloworld.com

©2014, HelloWorld® – Confidential
Closing: Key Takeaways!
•  Customer expectations have risen. Cross-Channel
marketing programs are now required.!
!
•  Always start with your objectives and goals, never with
tactics.!
•  Channel considerations are critical, you must consider a
consistent experience not only cross-channel but also
tailored to the strength of the channel. !

!

•  Have a plan! Every element of the plan, and every
tactic within the plan should support the likelihood of
meeting your objectives and goals.!
38	
  
MMA Webinar Series!

Upcoming MMA Events!

The Top 3 Location-Based
Advertising Insights Across
Retail, QSR and Auto!

MMA New York Forum!

March 18, 2014!

May 2014!

!

Cannes Lions Festival!

May 7-9, 2014!

MMA Singapore Forum!

June 15-21, 2014!

NA Mobile CEO & CMO
Summit!
July 13-15, 2014!

!
39	
  
Additional Resources!
#Smartbrief click here!
#Mobile Smart Fundamentals click here!
#LinkedIn Group click here!
#Twitter click here!
#MMA Online: Committees at Work click here!
#MMA Online: Webinar Archive click here!
#MMA Online: White Papers click here!
40	
  
MMA Members Include!
!
!
!
# # # # # # #!

41	
  
MMA Members Include!
!
!
!
# # # # # #!

42	
  

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Integrated Cross Channel Mobile Strategies: 3 Tips for Coming Up with Yours

  • 1. M! A! M! Webinar Series! Integrated Cross Channel Mobile! Strategies: 3 Tips for Coming Up With Yours! February 11, 2014! Sponsored by:!
  • 2. About the MMA ! As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large! For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits ! ! INSIGHTS: ! Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness! ! CONNECTIONS: ! Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter! ! IMPACT: ! Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile!
  • 3. Today’s Agenda! Cross-Channel Marketing! ! 3 Steps to Designing an Integrated Marketing Campaign! ! Case Studies!
  • 4. Key Insights to be Shared! Meaningful objective and goal setting is a far more important place to start than tactic considerations.!  ! Your consumer will dictate on what channels they prefer to interact.!  ! How it all ties together to create a compelling cross-channel mobile strategy.! 4  
  • 5. Presenters! Sara Kowal! VP, Product Innovation! HelloWorld! Aaron Clark! VP, Mobile Sales and Operations! HelloWorld! ! Moderator! Leo Scullin! Head of Global Industry Initiatives! Mobile Marketing Association! 5  
  • 6. Managing Your Questions! Share the Insights! #MMAWeb! ! @HW_inc! ! @sekowal! ! @aclark16! ! 6  
  • 8. Integrated Cross Channel Mobile Strategies February 2014 Sara Kowal, VP, Product Innovation Aaron Clark, VP, Mobile Sales and Operations ©2014, HelloWorld® – Confidential
  • 9. AGENDA Cross-Channel Marketing 3 Steps to Designing an Integrated Marketing Campaign Case Studies ©2014, HelloWorld® – Confidential
  • 11. Our Street Cred 50% 4x of the 44 countries Experts Strategy Technology Legal Fortune 500 more promotions 800+ clients than the next company
  • 12. Poll Question #1 How does your company handle digital marketing? 1.  All one team but we divide up work by project. 2.  Team is separated by channel – mobile team handles all things mobile, social team handles all things social, etc. 3.  Separated by tactics: Promotions team, loyalty, media team. Those teams decide which channels to use.
  • 14. There are so many different names… Multi-channel VS. Cross-channel
  • 15. Frequency of Consumer Visits to Retail Sites On Their Path to Purchase 8.7 Mobile PC 6.2 4.5 4.2 2.9 1.5 Online Only Multi-Channel Total
  • 16. Percentage of Consumers Using Different Touch points on the Path to Purchase 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Smartphone Tablet PC
  • 17. 17% of marketers report that mobile was “very integrated” into overall marketing strategy 84% of consumers expect a consistent experience across all channels, including mobile 17
  • 18. Another way to look at it…
  • 21. A Successful Cross-Channel Experience Recognizes consumers across channels Delivers a consistent experience tailored to the strengths of the channel Considers the natural interactions consumers have within the channel
  • 23. 3 EASY STEPS 1 Clearly define your objectives & goals 2 Identify the right channels 3 Develop a concept that pulls together the right tactics
  • 24. Poll Question #2 Does your organization have a clearly defined digital marketing strategy? 1.  Yes – it’s integrated into our marketing strategy. 2.  Yes – it’s defined in a separate document. 3.  No – we are doing digital marketing, but no strategy.
  • 25. Define Objectives and Goals Acquisition •  Grow email optin list by 20% •  Increase mobile club registrations to 25,000 •  Drive 30% more traffic to brand sites Engagement & Advocacy •  Increase top of mind awareness (unaided/aided recall) •  Collect consumer % profile data to develop 5 more targeted segments Drive to Purchase •  Increase sales 15% •  Generate 10,000 product trials of a new offering •  Drive 25% of sales through web channel 25
  • 26. Determine the Right Channels Whether you’re targeting new customers or looking to reconnect with existing ones, identifying channels that are relevant to those you want to reach is imperative. 26
  • 27. Final Design of an Integrated Campaign ü  Objectives Set ü  Channel Identification Now it’s time to think tactics •  What is a compelling concept that ties the emotion and excitement of your brand to the consumer? •  Considering objectives and channels, which combination of tactics make the most sense to meet your objectives? 27
  • 28. Example Marketing Program Plan BUSINESS OBJECTIVES KEY INITIATIVES (TACTICS) KEY PERFORMANCE INDICATORS Acquisition •  Facebook Promotion (‘Like’ is required) •  Consumer is opted into receive SMS and email notifications •  Email and SMS Opt-ins •  Number of Facebook Likes and Shares •  Impressions Engagement •  Survey after sweepstakes entry for consumer insight •  Consumer texts a code to play an in-restaurant game •  Completed surveys •  Game plays Purchase •  Consumer is sent a timesensitive LBS coupon that motivates them to come into the restaurant •  Pays for meal in-app •  Coupons redeemed •  Increased ticket size
  • 29. Integrated Campaign Checklist Do all the pieces of the program map to brand objectives and goals? Are we leveraging all owned assets across channels to drive the success of the program (digital, in-store, print, packaging, etc.)? Are all required cross-functional team members on board with the purpose and execution of the program? Is the consumer experience seamless – and appropriate – across channels? Are we ready to gather and use the data we are collecting to build meaningful consumer profiles to optimize marketing spend & consumer relationships?
  • 31. Bonus Step: Always Keep Improving! •  Integrated programs come with lots and lots of data – be sure to use it! ›  Personalization ›  Segmentation ›  Offer testing •  How consumers interact with various devices and channels is constantly changing – make sure to re-evaluate your integrated strategy to keep it fresh. ›  Prioritize channels/experiences ›  Decide if you need to be on the leading edge, a close follower or if you can wait until the majority of consumers are in a channel before investing
  • 33. FRED MEYER Holiday “Daily Deal” Brand Awareness 33
  • 34. 3M POST-IT & SCOTCH “Color Your World” Social Loyalty
  • 35. TODAY ONLY! Text MYSTERY to 55X55 for your surprise offer! BIG BOX RETAILER “SMS Mystery Offer” Brand Engagement
  • 38. Closing: Key Takeaways! •  Customer expectations have risen. Cross-Channel marketing programs are now required.! ! •  Always start with your objectives and goals, never with tactics.! •  Channel considerations are critical, you must consider a consistent experience not only cross-channel but also tailored to the strength of the channel. ! ! •  Have a plan! Every element of the plan, and every tactic within the plan should support the likelihood of meeting your objectives and goals.! 38  
  • 39. MMA Webinar Series! Upcoming MMA Events! The Top 3 Location-Based Advertising Insights Across Retail, QSR and Auto! MMA New York Forum! March 18, 2014! May 2014! ! Cannes Lions Festival! May 7-9, 2014! MMA Singapore Forum! June 15-21, 2014! NA Mobile CEO & CMO Summit! July 13-15, 2014! ! 39  
  • 40. Additional Resources! #Smartbrief click here! #Mobile Smart Fundamentals click here! #LinkedIn Group click here! #Twitter click here! #MMA Online: Committees at Work click here! #MMA Online: Webinar Archive click here! #MMA Online: White Papers click here! 40  
  • 41. MMA Members Include! ! ! ! # # # # # # #! 41  
  • 42. MMA Members Include! ! ! ! # # # # # #! 42