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Evolving ‘Direct’ into the New World Roshni Cox, Sprint Kevin Newby, Euro RSCG
Deliver content when and where our customers want it ,[object Object],Work= weather, social networking sites and local news Always on and connected means devices woven seamlessly into daily life 7:00  am 8:00  am 12:00  pm 6:00  pm 8:00  pm 11:00  pm
[object Object],[object Object]
Trend 1: Rise of the Personal Portal
Rise of the Personal Portal  RISE OF THE PERSONAL PORTAL MOBILE ISN’T JUST FOR CONSUMERS ON-THE-GO  IMPLICATION: TREND: http://www.mobilemarketer.com/cms/news/research/10287.html
Trend 2:  Pre-emptive Gratification
Pre-emptive Gratification  PRE-EMPTIVE GRATIFICATION FEED THE NEED FOR CONTENT IMPLICATION: TREND:
Pre-emptive Gratification  PRE-EMPTIVE GRATIFICATION RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTED IMPLICATION: TREND: Mobile behavior in United States, October, November, December 2010 Percent of total mobile audience (Age 13+) Understand what your best consumers want to hear, not what you want to tell them
Trend 3: Deal Seekers vs. Brand Loyalists Euro RSCG Discovery TREND: DEAL SEEKERS VS. BRAND LOYALISTS ENGAGE BEYOND OFFERS IMPLICATION:
Mobile Marketing Vision Embrace mobile as a key communication tool in a fully integrated, multi-channel customer contact strategy. Target audience with content relevant to their mobile, digital, and social behavior and interests.
Three Guiding Principles 1.  FOCUS THE AUDIENCE 2.  DEVELOP RELEVANT CONTENT 3.   CONSIDER BEST USE OF CHANNEL Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011. Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise.   Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.
Focus the Audience Target all segments even accommodating the lowest technology and usage TO:  Narrowcast Target only segments embracing advanced technology and usage FROM:  Broadcast
Smartphone Users are on the Rise ,[object Object],[object Object],[object Object],[object Object],[object Object]
Develop Relevant Content Duplicative program and content (e.g., recreating the same content on DM, EM, and Mobile) FROM:  Duplication TO:  Aligning with Behavior Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.
Respect Your Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consider Best Use of Channel Isolated lifecycle programs delivering the same message across various tactics (DM, Email, SMS) to the same audience TO:  Channel-aware Integrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevant Capitalize on the dynamic opportunities with mobile The future of Mobile is beyond mobile as a single tactic.  Plan for communication strategies that focus exclusively on mobile will be less successful than those that think beyond mobile by better connecting consumers with the online and physical world.  Wider eco-systems center  on consumer behavior rather than specific devices. Source: MWC 2011: Forrester FROM:  Channel-blindness
Leverage unique attributes of each communication channel  ,[object Object],[object Object],[object Object],[object Object]
An example of a truly integrated direct Sprint program Device Track Program Media/ Frequency Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15 DM EM Mobile
Our  strategy  is to use data to contact customers anywhere/everywhere with  personalized  and  relevant  communications
Digital Contribution Map Paid Media Earned Media Owned Media Facebook Twitter Banners 3 rd  Party Emails Emails Online Site WAPs SMS YouTube Search Microsites Linked In flickr Digg del.icio.us Apps MMS Video QR Codes Landing Pages myspace Display Ads
Data Drives Relevance in a  Cluttered Environment Target customers where they are with relevant communications based on their behavior SMS Email SprintFreeMSG: Check out the new HTC Evo View 4G tablet. The power of the EVO, Sprint 4G, and the FREE HTC Scribe,  http://sprint.us/view  Reply End to stop
Customers are also enabled with personal choices of which channels they can be contacted Email Mobile
Optimization  is key to  enhancing  and  evolving  communications that meet consumers’ ever changing needs
30.5% of mobile users are using their mobile device for email ,[object Object],[object Object],[object Object],Given that almost 23% of the US population is accessing email via a mobile device we need to adapt our current templates to provide a satisfying mobile user experience
Evolution of Mobile Template for Email Hybrid template will support email client, browser & mobile browser Current template support an email client or browser experience
A destination strategy keeps the customer experience top of mind, but also helps contain them within a Sprint experience either mobile or online  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Provide a defined destination for further engagement
Optimizing the Email Click Through  Experience m.Sprint.com Detect  Browser & Delivers Optimal Experience  Sprint.com Mobile OS CPU OS Email Comm
Optimizing WAP Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Evolution of Device Education Test, Learn, Apply!
Establish a Measurement Plan for Program Optimization 2.) Measuring the Objectives 3.) Expected User Engagement Path 4.) Data Collection Points Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools  1.) Identify Campaign Objectives
This is how it looks when it all comes together….

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Evolving Direct into The New World at Sprint

  • 1.  
  • 2. Evolving ‘Direct’ into the New World Roshni Cox, Sprint Kevin Newby, Euro RSCG
  • 3.
  • 4.
  • 5. Trend 1: Rise of the Personal Portal
  • 6. Rise of the Personal Portal RISE OF THE PERSONAL PORTAL MOBILE ISN’T JUST FOR CONSUMERS ON-THE-GO IMPLICATION: TREND: http://www.mobilemarketer.com/cms/news/research/10287.html
  • 7. Trend 2: Pre-emptive Gratification
  • 8. Pre-emptive Gratification PRE-EMPTIVE GRATIFICATION FEED THE NEED FOR CONTENT IMPLICATION: TREND:
  • 9. Pre-emptive Gratification PRE-EMPTIVE GRATIFICATION RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTED IMPLICATION: TREND: Mobile behavior in United States, October, November, December 2010 Percent of total mobile audience (Age 13+) Understand what your best consumers want to hear, not what you want to tell them
  • 10. Trend 3: Deal Seekers vs. Brand Loyalists Euro RSCG Discovery TREND: DEAL SEEKERS VS. BRAND LOYALISTS ENGAGE BEYOND OFFERS IMPLICATION:
  • 11. Mobile Marketing Vision Embrace mobile as a key communication tool in a fully integrated, multi-channel customer contact strategy. Target audience with content relevant to their mobile, digital, and social behavior and interests.
  • 12. Three Guiding Principles 1. FOCUS THE AUDIENCE 2. DEVELOP RELEVANT CONTENT 3. CONSIDER BEST USE OF CHANNEL Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011. Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise. Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.
  • 13. Focus the Audience Target all segments even accommodating the lowest technology and usage TO: Narrowcast Target only segments embracing advanced technology and usage FROM: Broadcast
  • 14.
  • 15. Develop Relevant Content Duplicative program and content (e.g., recreating the same content on DM, EM, and Mobile) FROM: Duplication TO: Aligning with Behavior Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.
  • 16.
  • 17. Consider Best Use of Channel Isolated lifecycle programs delivering the same message across various tactics (DM, Email, SMS) to the same audience TO: Channel-aware Integrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevant Capitalize on the dynamic opportunities with mobile The future of Mobile is beyond mobile as a single tactic. Plan for communication strategies that focus exclusively on mobile will be less successful than those that think beyond mobile by better connecting consumers with the online and physical world. Wider eco-systems center on consumer behavior rather than specific devices. Source: MWC 2011: Forrester FROM: Channel-blindness
  • 18.
  • 19. An example of a truly integrated direct Sprint program Device Track Program Media/ Frequency Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15 DM EM Mobile
  • 20. Our strategy is to use data to contact customers anywhere/everywhere with personalized and relevant communications
  • 21. Digital Contribution Map Paid Media Earned Media Owned Media Facebook Twitter Banners 3 rd Party Emails Emails Online Site WAPs SMS YouTube Search Microsites Linked In flickr Digg del.icio.us Apps MMS Video QR Codes Landing Pages myspace Display Ads
  • 22. Data Drives Relevance in a Cluttered Environment Target customers where they are with relevant communications based on their behavior SMS Email SprintFreeMSG: Check out the new HTC Evo View 4G tablet. The power of the EVO, Sprint 4G, and the FREE HTC Scribe, http://sprint.us/view Reply End to stop
  • 23. Customers are also enabled with personal choices of which channels they can be contacted Email Mobile
  • 24. Optimization is key to enhancing and evolving communications that meet consumers’ ever changing needs
  • 25.
  • 26. Evolution of Mobile Template for Email Hybrid template will support email client, browser & mobile browser Current template support an email client or browser experience
  • 27.
  • 28. Optimizing the Email Click Through Experience m.Sprint.com Detect Browser & Delivers Optimal Experience Sprint.com Mobile OS CPU OS Email Comm
  • 29.
  • 30. Establish a Measurement Plan for Program Optimization 2.) Measuring the Objectives 3.) Expected User Engagement Path 4.) Data Collection Points Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools 1.) Identify Campaign Objectives
  • 31. This is how it looks when it all comes together….