iLoop Mobile shared knowledge, best practices and experiences during the 2nd Microsoft Mobile Summit.

4. Darrell K. Rigby Frederick F. Reichheld Phil Schefter

6. Real-time measurement
and analysis of results
drives a successful • SMS Alerts/Messaging
mobile CRM campaign • Sweepstakes
• Location Based Services (LBS)
Tactics • Point of Sale Integration
• Rich Media Mobile Web
Strategy
• Implementation strategy for
integrated campaign tactics
• Design campaign to be dynamic
Objectives
• Awareness
• Engagement
• Perception
• Customer Acquisition
• Loyalty
• Retention

7. Understand the ever-shifting channel preferences of
your customers
Work with a platform that already takes care of
“regional” compliance and privacy regulations
Addressability is not optional
Align mobile opt-in with existing Master Persona Data
Integrate the mobile campaign with other digital and
traditional media
True mobile CRM uses Web and mobile sites for opt-in
to gather profile data (not keyword & short code)
Understand “regional” adoption of handsets
Make the messaging relevant

8. Average number of hours per week spent with:
Source: Microsoft Advertising Mobile Consumer Vertical Study -
The Future of Mobile Advertising, Nov. 11, 2009

9. SWEEPSTAKES MOBILE OPT-IN MOBILE SMS WEBSITE/
MOBILE CRM TEXT ALERTS TEXT TO WIN APPS MOBILE COUPON
LANDING PAGE DATABASE REGISTRATION FACEBOOK
WIDGETS
AWARENESS
ENGAGEMENT
PERCEPTION
ABOVE THE LINE MARKETING OBJECTIVES
BELOW THE LINE MARKETING OBJECTIVES
ACQUISITION/
LEAD GEN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
LOYALTY
✓ ✓ ✓ ✓ ✓ ✓ ✓
RETENTION/
UPGRADE
✓ ✓ ✓ ✓ ✓ ✓

10. Source: Experian

11. Double Opt-
in
1-way, 2-
Opt-out
way
STOP
Messaging
HELP
Carrier
Certification Two forms
of HELP
Mobile
Compliance
Sarbanes 24-hour
Oxley Timeout
PII Data in
Regional SMS &
Compliance
Mobile Web

13. SMS subscription with user Print Opt-in
selectable content preferences
and user profile capture via Web
or mobile opt-in page. All
preference and profile data is
captured for CRM analysis and
targeted messaging. Mandee has
created to date a database of
over 150,000 SMS subscribers.
Web Opt-in

14. “Everyone receives the same offer” mobile promos or
coupons can have unknown relevance when delivered
• Smart Messaging integrates with data sources such
as news, weather, finance, CRM consumer profile,
inventory etc. instantly adding relevance
• Smart alerts can know:
 Who the customer is
 Where they are
 What’s happening around them
The heat wave
 When they want something continues here in LA!
 Why they need or want it Cool off at lunch with
an ice cold root beer
Advantages to Smart Messaging: float, free with every
Galaxy Meal purchase
 Personalization and point-of-need relevance at any AstroBurger
increases participation location. Code:34ru3
 Time and place relevance increases participation Exp: 7/12/10
 Contextually relevant messaging increases
acquisition, conversion and loyalty

15. Text STORE + your zip code to 44264
to receive a SMS coupon every month SMS Only Coupon:
for 20% off your favorite fashions Contextually relevant
coupon is delivered based
on keyword + database
Dressbarn: It’s a referencing with unique
Dressbarn: Freezing in
Database scorcher in Miami redemption code. warm
NY today? Keep
today! Keep cool with with with a wool
STORE + your
zip code to 44264 Weather breezy late summer sweater. 20% off all
skirts. 20% off at any sweaters at any store.
Stock Market
store. Code t239r Exp. Code 34r39r Exp.
Location Look Up 10/31/11 10/31/11
Product Inventory
Consumer Profile Data
Past Consumer Purchases
Any Other Event or Data Sets
Contextually relevant coupon STORE + 10507
delivered based on Sends coupon for sweaters
keyword/zip referenced based on cold weather
Database receives against weather database reading for opt-in zip code
62407 keyword opt-in and
Store 33128 Dressbarn: Here’s By Weather
delivers a coupon
something special for
based on external you to celebrate your
events or birthday. Come into
Miami information in the Dressbarn and get 20%
off any item. Code f5mt
database
Exp. 5/31/11
By Consumer Profile Data
Messages sent based on stored
Text opt-in for either customer profile data with
single coupon or to opt- unique redemption code.
in to couponing alert
group

16. Text STORE + your zip code to 87812
to receive a SMS coupons every month 1
for 20% off your favorite 2011 fashions.
CRM/DATA COMPONENT
Ghiradelli Coupon 6
Get $1 off the deluxe 2
Ghiradelli Chocolate
Square
Sets.Exp:9/30/10
http://m.choc.
mobi Msg & Data
Rates May Apply
360°
Mobile Coupon
5
Solution 3
$1 off Ghirardelli
Squares Gift Sets
Expires 10/25/10
4
Coupons with POS Redemption

17. Pepsi Co India (Quaker Oats)
Indians have genetic predisposition to
heart disease
Mobile app where users self identified
their health/lifestyle profile for the
CRM database via a “health quiz” on
opt-in
Regular alerts were sent with health
tips, healthy recipes and diet plans
according to their health profile
segment
160,000 participants < 4 months

19. mCommerce (mobile commerce) is the buying and selling of goods and services
through wireless handheld devices such as cellular telephones, tablets etc.

21. Scan a barcode Receive
or send an SMS product info Product is
keyword as and enter delivered to
promoted in payment customer
traditional
details
media
21

23. Customer sees an The scan initiates a
advertisement for Getitcard/Scanbuy
Phillips in traditional landing page that
1 media (e.g billboard 2 includes product info
)and decides to and a payment window
“Scan´n Buy” or text
to buy the shaver
3
The buyer
enters their
payment card
details and
Save 15% on the new Philips 7000 address sent
shaver. Scan ´n Buy now or Bancore handles the by URL or
text PHILIPS to 87812. transaction and email
informs merchant with
required information
4

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26. Steve Madden Mobile Site Evolution
• Social marketing enablement added
to mCommerce functionality
• Uses Facebook “Like” functionality
that is pasted to users Facebook wall
• Enables viral product marketing
tactics
• Includes “You Might Like” engine to
make buying experience even better
• The addition of the social elements
Increased traffic 30% in 24 hours
• Using Metrics: shoes that get the
most “likes” get special promotions
focusing marketing on higher
performing products to increase
revenue
• To drive people to use “Like” in
mobile site, Steve Madden promotes
functionality in their own Facebook
page
• Steve Madden recently launched its
Facebook Commerce
environment…it’s the mobile
commerce site re-skinned within
Facebook itself

29. http://txtcard.net
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