Mobile Best Friends Forever! ‘How do we use mobile to create lasting customer relationships?’

1. Hello Mobile Thirst, Let’s talk Mobile Relationship Marketing
2012.06.15

2. AGENDA
1. Understanding mobile
2. Mobile RM starting points
3. Mobiento’s RM offering
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3. MOBILE RM
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4. UNDERSTANING MOBILE
A brand’s mobile relationship marketing strategy starts with understanding:
CONTEXT
- the target group behavior
COMMUNICATION CHANNEL TECHNOLOGY
- the message - the media - the tools
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5. CONTEXT-
THE BEHAVIOR
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6. The smartphone target group 2012 in Sweden
27% have
2012: 90% have made an online
51% have 75% online
Smartphones researched a purchase with
smartphones everyday
> PC’s product their smart-
phone
59%
> 1/3 of
82% smartphone
Aftonbladets 67%
uses social shoppers made
web stats are uses email
media a purchase last
mobile
month
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7. ME, HERE, NOW
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8. COMMUTING
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9. TV SOFA
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10. Creative Mobile Agency
POINT OF SALE
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11. COMMUNICATION -
THE MESSAGE
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12. REPETETIVE NOW
BORED NOW
URGENT NOW
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13. Repetitive now
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14. Bored now
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15. Urgent now
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16. Trigger purchase - but let the customer decide POS
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17. CHANNEL-
THE MEDIA
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18. RM channels with mobile touch points
Loca-
tion
Online
tools
email Mobile
Mobil RM
mail
channels
DM Event
QR AR
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19. Focus of this presentation
Mobile RM
Channels
Push Response
notifications services
SMS
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20. SMS
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21. SMS examples
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22. PUSH NOTIFICATIONS
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23. Push notification examples
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24. Reach & ROI comparison SMS and push notifications
Total audience
Downloaded app
Loyalty club customers
Accepted push notifications
Customers with SMS
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25. SITE Way forward for APP
loyalty program ?
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26. MOBILE RESPONSE
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27. QR CODES, CLICK-TO-
CALL, SMS RESPONSE
IMAGE RECOGNITION
SHORT URLS
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28. QR code response examples
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29. http://www.youtube.com/watch?v=KRA0SZhKNyo
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30. TECHNOLOGY-
THE TOOLS
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31. LEGACY SYSTEMS
+ MOBILE TOOLS
= EFFECTIVE MOBILE RM
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32. Summary
CONTEXT
- the target group behavior
COMMUNICATION CHANNEL TECHNOLOGY
- the message - the media - the tools
ORGANIZATION
- the people
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33. STARTING
POINTS
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34. NO CUSTOMER
DATABASE
TODAY
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35. LOW THRESHOLD ENTRY
Point-of-sale
integration
Loyalty program
Dialogue in
multiple channels
Adding
customer info
SMS opt-in
Mobile number
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36. Doctors Without Borders
3. Full monthly
donation from account
2. Low monthly
donations with value
1. Campaigns for
one off donations
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37. CUSTOMER
DATABASETODAY,
NO MOBILE DIALOGUE
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38. ACTIVATE THE MOBILE
POTENTIAL:
SOFT OPT-IN OPENSFOR
VALUE DIALOGUE
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39. Från: AMF
Från: AMF
Klicka på länken för
Välkommen på AMF
att ladda ned din
biokväll! Vi visar
biobiljett till Robin
Robin Hood med
Hood http://
CRM Russel Crowe den
mticket.no/06-
18/5, läs mer och
vrein-8726332.jpg
anmäl dig på
(105465) Problem?
amf.se/stockholm
Maila oss på
Avreg? Smsa AMF
robinhood@amf.se
STOPP till 71160
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40. MOBIENTO
RM OFFER
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41. MOBIENTO MESSENGER
- messaging dialogue web tool
- an series of mobile CRM essentials
MESSAGING GATEWAY
STRATEGY & CREATIVE
- connect to CRM systems over API’s
DIALOGUE TOOLS
PUSH NOTIFICATIONS
- push not. dialogue web tool
MOBILE LOYALTY CLUB
- system for mobile first CRM
RESPONSE MECHANISMS
- (QR codes, sms response, etc.)
LIST MANAGEMENT
- address db, number look-ups, etc.
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42. Speak soon!
Frans Borgstrand
frans.borgstrand@mobiento.com
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