Tim dma td 100629

Tim Dunn

BUILDING MOBILE INTO YOUR
CRM
Part of Mobile Interactive Group (MIG). All rights reserved
the mobile interactive agency

Tuesday, 29 June 2010

1. Personal



2. Immediate



3. Actionable



..and now...



4. Social



5. Transactional



The current mobile landscape

• Smartphones are set to achieve nearly
complete market penetration in youth
and adult sectors within three years

• This uptake will be driven by the need
to access digital content such as social
networks and video on the move



Importance of mobile web



Understanding how your users consume mobile



Case Study: Ribena

o Ribena have use Sales Promotions as an
excellent way to capture data for ongoing
CRM



Case Study: Colour Catcher

o Colour Catcher used TV-driven ad
response to build up a huge body of
opt-in data



Case Study: O2

o By providing a really useful tool to users, O2 have
increased the usage of account management
between statements and improved their brand
image



Case Study: Walkers

o Walkers generate millions of user entries through
promotions and now have ongoing mobile and web CRM to
manage them



Case Study: Shelter

o Shelter have recognised that their demographic is urban, young, and
mobile, and have deployed mobile CRM accordingly



Case Study: Rimmel

o Rimmel have a dedicated mobile strategy aimed at
capturing and engaging young women on the mobile
web



Tim Dunn

CAMPAIGN DEVELOPMENT



Campaign Planning

o What are the campaign objectives?
o Who are the target audience?
o How does mobile ﬁt into broader activity
o Is there already a creative idea?



Mobile Campaign Planning

Ideation
• What kind of mobile experience can we offer?
• Is there a creative idea that is relevant to our objectives?

Audience
• What devices do our audience have?
• Where can they be found within the mobile landscape?

Channel
• Decide between SMS, Mobile web, Apps etc
• Promotion decisions: on-pack, ATL, mobile advertising etc

Execution
• Agency partners, specialists etc
• What’s the follow-up strategy for consumers?

Measurement
• What does success look like for this campaign



Ideation: O2 Niggle Nobble

o Objectives
• Raise awareness of O2 Broadband
• Acquisition

o The campaign
• ‘Niggle Nobble’ AR iPhone game

o The Strategy
• Tie in with above the line and ﬁeld
marketing
• Drive users to social channels



Audience and Channel

o Objectives
• Gain advocacy for the anti-Knife Crime
message ‘It Doesn’t Have to Happen’
• Do it in a youth-friendly and non-
preachy fashion

o The campaign
• A mobile music studio featuring Beats,
Loops, Synths and FX
• Given away via geo-targeted Bluetooth
locations

o The Strategy
• Connect users to mobile content
incorporating the message
• Place the message into the user’s real-
life world



Execution: Working with mobile agencies
o You will almost inevitably have to work with at least one mobile specialist to deliver any campaign
o Main players with their specialisms are listed below:



Analytics: SMS



Analytics

• A range of other analysis types
are available



The platforms

• SMS platform • Mobile CMS • App Studio
• Set up keywords • Create mobile • Create your own
on shortcodes site map app
• Set up • Load up images • Wireframe
campaigns of and text on to • Load in content
different types pages and feeds
• Send bulk • Integrate feeds • Import bespoke
messages out • Review and features
• Run mobile CRM publish • Publish to multiple
platforms
• Suppliers: • Suppliers:
• MIG, 2ergo, MX • MIG, MOMAC, • Suppliers:
Telecom, WIN, Wapple, Velti • MIG, Grapple
Oxygen8, Velti



Building apps

• An app SDK is a toolkit for your
imagination:
• Touchscreen with single and multiple
contacts
• Three-way orientation and movement • Other potential features:
• GPS – current location and movement • Social network integration
• Launch other functions: maps, web, • Notiﬁcations
YouTube, iTunes • Augmented reality
• Feed integration • iPod integration
• Compass • IM clients
• Media playing • Image recognition
• Audio capture • Barcode scanning or display
• Camera and photo • In-the-picture
• Contacts and viral



Some Design ideas

Make product view easy to
navigate and implement
recommendations

If you have a product,
sell it!

Don’t let your site stand
still, feed it with fresh
content all the time

Simple navigation to
core content areas



More design ideas

Clear and clean
branding

‘News-feed’ style view
aggregates content from
blogs, social networks, and
CMS

User can manage their own
settings to personalise their
experience

Click through to the
Direct diagnosis tool

Access to local branches or
services via built in GPS the mobile interactive agency


Example platform: Velti SMS



THE MOBILE FUTURE



Wearable technologies



No Battery life?



But really...



Innovation 1: Data



Innovation 1: Data

o Download speeds of 100-150 mBit/sec
o Will enable:
• HDTV for mobiles
• Connect your Playstation
• Steaming video

o 4G will likely involve a hybrid
solution with WiFi or WiMAX



Innovation 2: Augmented Reality

Web data
feeds Camera view

AR View

Compass
GPS location
orientation



Innovation 3: Location

Smartph
ones

Digital
Network
Mappin

App User
Stores Experie

Position Social
ing network
Mobile
Advertis



Innovation 3: Location-Based Communities



Innovation 4: Payment



Now – over to you...



Tim dma td 100629

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