1. 9/30/2011
Evolving ‘Direct’ into the New
World
Roshni Cox, Sprint
Kevin Newby, Euro RSCG
Deliver content when and where
our customers want it
• Customers are engaging with their device 12+ hours a day. Open up our sending
time frame to reach consumers throughout their morning, afternoon and evening and
expand into weekends to become a part of their lives
7:00 am 8:00 am 12:00 pm 6:00 pm 8:00 pm 11:00 pm
Grocery store Facebook
Lunchtime Web
Alarm Clock GPS in Car shopping list during ads
Youtube TV in bed
Facebook Pandora TV /Kindle in IMDB search
Check Photo MMS of the Gym about show Set Alarm
Facebook Day Clock
Local News update Recipe lookup Quick email
Work= weather, social networking sites and local newsresponse
Call Text Chat
Always on and connected means devices woven seamlessly into daily life
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2. 9/30/2011
Three Consumer Trends Impacting Mobile and
Driving Communication Implications
Trend 1: Rise of the Personal Portal
Rise of the Personal Portal
TREND: RISE OF THE PERSONAL PORTAL
MOBILE ISN’T JUST FOR
IMPLICATION:
CONSUMERS ON-THE-GO
http://www.mobilemarketer.com/cms/news/research/10287.html
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3. 9/30/2011
Trend 2: Pre-emptive Gratification
Pre-emptive Gratification
TREND: PRE-EMPTIVE GRATIFICATION
IMPLICATION: FEED THE NEED FOR CONTENT
Pre-emptive Gratification
TREND: PRE-EMPTIVE GRATIFICATION
RELEVANT CONTENT ISN’T JUST
IMPLICATION:
DEMANDED, IT’S EXPECTED
Understand what your best consumers want to hear,
not what you want to tell them
Mobile behavior in United States, October, November, December 2010
Percent of total mobile audience (Age 13+)
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4. 9/30/2011
Trend 3: Deal Seekers vs. Brand
Loyalists
TREND: DEAL SEEKERS VS. BRAND LOYALISTS
ENGAGE
IMPLICATION: BEYOND OFFERS
Euro RSCG Discovery
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
Nielsen predicts that one in two consumers will have a
smartphone by Christmas 2011.
2. DEVELOP RELEVANT CONTENT
Relevant content isn’t just demanded, it’s expected.
Consumers crave innovation and surprise.
3. CONSIDER BEST USE OF CHANNEL
Pave the road for conversation by utilizing tactics
appropriately and smartly to reach the consumer.
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5. 9/30/2011
Focus the Audience
FROM: Broadcast TO: Narrowcast
Target all segments even Target only segments
accommodating the lowest embracing advanced
technology and usage technology and usage
Smartphone Users are on the Rise
• Late Adopters Adopting
2011 is the year of increased
smartphone accessibility
– Smartphones will become
more affordable and available
to the masses
• Users are graduating from feature
phones
– These new users are likely
less active (initially) but will
grow into the technology
Develop Relevant Content
FROM: Duplication TO: Aligning with Behavior
Duplicative program and content Create relevant content consistent
(e.g., recreating the same with mobile behavior, attitudes,
content on DM, EM, and Mobile) media consumption, role in
technology, psychographics, etc.
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6. 9/30/2011
Respect Your Customers
Key Content Considerations
• If it isn’t relevant to the customer, don’t send it
• Is it something the customer wants to know?
• Will it provide the customer value?
• MVP = Mobile Value Proposition
• Give customers a reason to open your messages
• Customers want/need a positive ROI
• Mind the gaps
• Sending too often WILL lead to…
• Opt outs
• Being placed on a do not text list
• Ultimately damaging your brand
Consider Best Use of Channel
FROM: Channel-blindness TO: Channel-aware
Isolated lifecycle programs Integrate direct mail, mobile,
delivering the same message digital, and social assets into
across various tactics (DM, the customer experience
Email, SMS) to the same through unique use of each
audience 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
Leverage unique attributes of each
communication channel
The email channel is perfect for providing information,
creating excitement, interest and buzz and for driving to
online destinations
The mobile channel serves as an engagement tool and
encourages usage on device
The social channel is dependent on two way conversations
between brand and consumer and peer to peer
The direct mail channel provides an opportunity to tell the
full story while promoting services and products
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7. 9/30/2011
An example of a truly integrated
direct Sprint program
Device Track Program
Media/ Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15
Frequency
DM
EM
Mobile
Our strategy is to use data to
contact customers
anywhere/everywhere with
personalized and relevant
communications
Digital Contribution Map
flickr
Facebook
3rd Party Emails
YouTube Twitter
Paid Media Earned Media
Search Linked In myspace
Banners
Digg
Display Ads del.icio.us
Emails
SMS
Apps MMS
Owned Media
Online Site WAPs
Landing Pages
Video
QR Codes
Microsites
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8. 9/30/2011
Data Drives Relevance in a
Cluttered Environment
Target customers where they are with relevant communications based on their behavior
Email
SMS
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
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9. 9/30/2011
30.5% of mobile users are using
their mobile device for email
• 70 million mobile users accessed email via a mobile
device
– 43.5 million access email via mobile on a near daily basis
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
• However, a technology “silver bullet” does not exist, we
need to approach optimization from a design perspective
Evolution of Mobile Template for Email
Current template support Hybrid template will
an email client or browser support email client,
experience browser & mobile browser
A destination strategy keeps the customer
experience top of mind, but also helps
contain them within a Sprint experience
either mobile or online
• M.Sprint.com is our goal destination however we know customers
may browse on mobile and shop online
– M.sprint.com is currently only used for shop, ratings and reviews
• A simple footer bar can create a significant traffic driver to the mobile web
– Sprint.com is used for detailed product/plan/account information, shop,
ratings and reviews
• Driving to m.Sprint.com or Sprint.com allows for further Omniture
implementation providing richer data for analytics
Provide a defined destination for further engagement
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10. 9/30/2011
Optimizing the Email Click Through
Mobile OS
Experience m.Sprint.com
Detect
Browser &
Delivers Optimal
Experience
Email Comm
CPU OS
Sprint.com
Optimizing WAP Design
Evolution of Device Education
Test, Learn, Apply!
WAP Content Philosophies:
•Less is more
•Clear calls to action
•Short, concise copy
•Well organized
•Clear hierarchy of messaging
•Strong mix of graphics & text
Establish a Measurement Plan for
Program Optimization
1.) Identify Campaign Objectives 2.) Measuring the Objectives
3.) Expected User Engagement Path 4.) Data Collection Points
Typically a iconographic map of Overlaid on top of the experience is
engagement path from placement to the location of what points in the
landing page and on to any goals experience are measured by what
for each traffic driver measurement tools
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11. 9/30/2011
This is how it looks when it all
comes together….
4 Sprint Case Study.mov
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