Mobile Thirst 3: Mobile BFF!
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Mobile Best Friends Forever! ‘How do we use mobile to create lasting customer relationships?’
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Mobile Thirst 3: Mobile BFF!
- 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 © MOBIENTO
- 3. MOBILE RM © MOBIENTO 3
- 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 © MOBIENTO
- 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 © MOBIENTO
- 7. ME, HERE, NOW © MOBIENTO 7
- 8. COMMUTING © MOBIENTO 8
- 9. TV SOFA © MOBIENTO 9
- 10. Creative Mobile Agency POINT OF SALE © MOBIENTO 10
- 11. COMMUNICATION - THE MESSAGE © MOBIENTO 11
- 12. REPETETIVE NOW BORED NOW URGENT NOW © MOBIENTO 12
- 13. Repetitive now © MOBIENTO 13
- 14. Bored now © MOBIENTO 14
- 15. Urgent now © MOBIENTO 15
- 16. Trigger purchase - but let the customer decide POS © MOBIENTO 16
- 18. RM channels with mobile touch points Loca- tion Online tools email Mobile Mobil RM mail channels DM Event QR AR © MOBIENTO 18
- 19. Focus of this presentation Mobile RM Channels Push Response notifications services SMS © MOBIENTO 19
- 20. SMS © MOBIENTO 20
- 23. Push notification examples © MOBIENTO
- 24. Reach & ROI comparison SMS and push notifications Total audience Downloaded app Loyalty club customers Accepted push notifications Customers with SMS © MOBIENTO
- 25. SITE Way forward for APP loyalty program ? © MOBIENTO
- 26. MOBILE RESPONSE © MOBIENTO 26
- 27. QR CODES, CLICK-TO- CALL, SMS RESPONSE IMAGE RECOGNITION SHORT URLS © MOBIENTO 27
- 28. QR code response examples © MOBIENTO
- 31. LEGACY SYSTEMS + MOBILE TOOLS = EFFECTIVE MOBILE RM © MOBIENTO 31
- 32. Summary CONTEXT - the target group behavior COMMUNICATION CHANNEL TECHNOLOGY - the message - the media - the tools ORGANIZATION - the people © MOBIENTO
- 33. STARTING POINTS © MOBIENTO 33
- 35. LOW THRESHOLD ENTRY Point-of-sale integration Loyalty program Dialogue in multiple channels Adding customer info SMS opt-in Mobile number © MOBIENTO
- 36. Doctors Without Borders 3. Full monthly donation from account 2. Low monthly donations with value 1. Campaigns for one off donations © MOBIENTO
- 37. CUSTOMER DATABASETODAY, NO MOBILE DIALOGUE © MOBIENTO 37
- 38. ACTIVATE THE MOBILE POTENTIAL: SOFT OPT-IN OPENSFOR VALUE DIALOGUE © MOBIENTO 38
- 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 © MOBIENTO
- 40. MOBIENTO RM OFFER © MOBIENTO 40
- 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. © MOBIENTO
- 42. Speak soon! Frans Borgstrand frans.borgstrand@mobiento.com © MOBIENTO