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SMS & Marketing
Automation
Implementation
Case Study
Presented by: Greg Beazley, National Campaign Manager
June 2016
Greg Beazley
● Over 9 years Marketing experience
● National Campaign Manager at
News Corp Australia
● Marketo Certified Co...
The Purpose
● Why SMS & Automation?
● Case Studies
● What’s next?
● Keep in mind…
● 3 Key Takeaways
Implementation Case St...
Why SMS?
89%
Smartphone
penetration in Aus1
1. Source 2. Source 3. Source
90sec
Avg response time
vs 90min for email2
98%
...
Why Automation?
CRM ➜ Personalised ➜ Behavioural ➜ Relevant ➜
Automated ➜
40%More cost effective than Twilio’s integration with Marketo
Case Studies
Publication
Deadline
SMS/Email
7x
More effective at driving
conversion than Email
Retention SMS
Conversion to booking:
13% SMS vs 2% Email
Event Reminders &
Check-in SMS
Event Reminders
Event Check-in
Event Check-in Personalised Not Personalised
61%Of attendees checked in via SMS
Benefits of Event Check-in SMS:
✓ Seamless entry / no queues
✓ Personalised experience
✓ No more excel spreadsheets
✓ iPad...
What’s next?
Plenty of SMS activity planned...
● Sophisticated Notifications
● Lead Generation
● Data Capture/Enrichment
●...
80%Consumers haven’t received SMS from their favourite brands.
Source
Keep in mind...
✓ Operational vs Promo
✓ Less is more (2 p/mth)
✓ Time sensitive / quick redemption
✓ Functional Unsubscri...
3 Key Takeaways
Don’t
overlook
SMS
Automate
with CRM
data
Respect
the
Channel
Thank you
@gregbeazley
gregbeazley.com
gregbeazley@gmail.com /
greg.beazley@news.com.au
slideshare.net/gregbeazley
surfers...
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SMS & Marketing Automation Implementation Case Study - ADMA Techmix - June 2016

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An implementation case study of SMS and Marketing Automation at News Corp Australia.

- Why SMS & Marketing Automation
- Case Studies
- What's next?
- Keep in mind...
- 3 Key Takeaways

This presentation was prepared for and presented at the ADMA Techmix (http://www.admatechmix.com.au/), 24 June 2016.

Veröffentlicht in: Mobil
  • Awesome slides Greg. Would love to get your source for the 13% conversion to booking (vs. 2% for email), if you have it somewhere handy!
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    Sind Sie sicher, dass Sie …  Ja  Nein
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SMS & Marketing Automation Implementation Case Study - ADMA Techmix - June 2016

  1. 1. SMS & Marketing Automation Implementation Case Study Presented by: Greg Beazley, National Campaign Manager June 2016
  2. 2. Greg Beazley ● Over 9 years Marketing experience ● National Campaign Manager at News Corp Australia ● Marketo Certified Consultant ● Lead implementation of Marketo ● Focus on customer lifecycle strategies for B2B
  3. 3. The Purpose ● Why SMS & Automation? ● Case Studies ● What’s next? ● Keep in mind… ● 3 Key Takeaways Implementation Case Study
  4. 4. Why SMS? 89% Smartphone penetration in Aus1 1. Source 2. Source 3. Source 90sec Avg response time vs 90min for email2 98% Typical open rate vs ~20% for email3
  5. 5. Why Automation? CRM ➜ Personalised ➜ Behavioural ➜ Relevant ➜ Automated ➜
  6. 6. 40%More cost effective than Twilio’s integration with Marketo
  7. 7. Case Studies
  8. 8. Publication Deadline SMS/Email 7x More effective at driving conversion than Email
  9. 9. Retention SMS Conversion to booking: 13% SMS vs 2% Email
  10. 10. Event Reminders & Check-in SMS
  11. 11. Event Reminders
  12. 12. Event Check-in
  13. 13. Event Check-in Personalised Not Personalised
  14. 14. 61%Of attendees checked in via SMS
  15. 15. Benefits of Event Check-in SMS: ✓ Seamless entry / no queues ✓ Personalised experience ✓ No more excel spreadsheets ✓ iPad check-in now a back up ✓ Attendance tracked back in CRM ✓ Received positive feedback
  16. 16. What’s next? Plenty of SMS activity planned... ● Sophisticated Notifications ● Lead Generation ● Data Capture/Enrichment ● Post-Event Surveys ● Customer Satisfaction ● Promotional SMS
  17. 17. 80%Consumers haven’t received SMS from their favourite brands. Source
  18. 18. Keep in mind... ✓ Operational vs Promo ✓ Less is more (2 p/mth) ✓ Time sensitive / quick redemption ✓ Functional Unsubscribe ✓ Links need a mobile experience ✓ Label SMS with who it’s from
  19. 19. 3 Key Takeaways Don’t overlook SMS Automate with CRM data Respect the Channel
  20. 20. Thank you @gregbeazley gregbeazley.com gregbeazley@gmail.com / greg.beazley@news.com.au slideshare.net/gregbeazley surfersinadress.com Background images sourced from unsplash.com

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