top ten tips to improve acquisition and retention using mobile

T O P T E N T I P S T O . . ....Improve Acquisition and Retention using Mobile

Oisin Lunny, Senior Market Development Manager, OpenMarket

#MMLTOP10 @oisinlunny

#MMLTOP10

#MMLTOP10 10

#MMLTOP10 10

See The Bigger Picture

#MMLTOP10 10

See The Bigger Picture

Futurist @gleonhard - In five years 80% of all web traffic will be mobile Some people will never become cable and satellite TV users

Mobile is a very personal deviceAdvertising based on interruption will not work

Move to model where the brand is part of the story, or is the story

#MMLTOP10 9

#MMLTOP10 9

Put yourself in the shoes of the consumer

#MMLTOP10 9

Put yourself in the shoes of the consumer

A consumer centric approach -> surveys, research , feedback loop Eurostar a great example of using SMS for customer feedback

System run by OpenMarket clients FizzbackHundreds of daily responses fed into Tableau for data visualisation

Easy to use consumer feedback to inform your campaigns

#MMLTOP10 8

#MMLTOP10

Create a strategy around the consumer experience

8

#MMLTOP10

Create a strategy around the consumer experience

8

#MMLTOP10

Create a strategy around the consumer experience

8

Consumer insight is your best friendTake the feedback

think of all the steps where the consumer will be using mobileJoin the dots

Devour blogs like flurry “A Day in the Life of a Mobile Consumer”

#MMLTOP10 7

#MMLTOP10 7

Have a long-term plan, but implement mobile changes now

#MMLTOP10 7

Have a long-term plan, but implement mobile changes now

Consider launching a mobile website before desktopOptimise and use responsive design

Set up SMS shortcode before launching appBuild up a database - incentivise with mobile crediting

#MMLTOP10 7

Have a long-term plan, but implement mobile changes now

#MMLTOP10 7

Have a long-term plan, but implement mobile changes now

Consider the Minimum Viable Product approach (eg Dropbox)More and more products will be mobile first, and mobile only

Launch, trail, test, A/B, compare, revise, refine....Look at innovators in gaming / gambling for inspiration

#MMLTOP10 7

34.8%

#MMLTOP10 7

34.8%According to the CIM growth summit Marketing Confidence results: 34.8% of marketeers are scared to try new stuff, risk averse

so...Use proven mobile tech like SMS to try new ideas

#MMLTOP10 7

#MMLTOP10 6

#MMLTOP10

Use mobile to tell your brand story

6

#MMLTOP10

Use mobile to tell your brand story

6

For people to connect to your brand people want to connect to backgroundThis needs to effectively be a part of your mobile activity

Use all mobile comms channels to tell the story Not just for directly selling an outcome

Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GB

Massive growth of SMS giving

% of respondents who have given to charity in last 3

months“In which of the

following ways did you give?”

6

#MMLTOP10 5

#MMLTOP10 5

build the opt-in

#MMLTOP10 5

build the opt-in

Simple, instant, worthy of following upNot just an acquisition blast

Build retention and activation into your planningA golden opportunity to connect with this personal channel

#MMLTOP10 5

Keep It Simple at the Start!

#MMLTOP10 5

#MMLTOP10 5

Do it bit by bit, tease the info out of the user, don’t ask for it all at onceFor a great example in signup visit the MFortune mobile casino

#MMLTOP10 5

60%

#MMLTOP10 5

60%You can achieve huge opt in rates if you get the technology rightOur simple opt-in mechanic for the DEC had a 60% opt-in rate

This was double the response and revenue of the other channels

#MMLTOP10 4

#MMLTOP10 4

Real-time interactions get better responses

Getty Images

#MMLTOP10 4

Real-time interactions get better responses

Getty Images

Brand engagement is in realtime Use all the available channels - SMS, Social, Push, Advertising

OpenMarket offer smart segments for push notificationsYou can send push notifications instantly based on in app behaviour

Also use segmenting to build up your databases

£0

£75,000

£150,000

£225,000

£300,000TV

TV

TV events / newspaper ads drove peak donations, in particular support from ITV

Peaking at 298k on 08/07/11

#MMLTOP10 4

£0

£75,000

£150,000

£225,000

£300,000TV

TV

#MMLTOP10 4

DEC a great example of realtime mobile response potentialTake advantage of realtime events

People respond 24/7 so have a CRM strategy to follow upAutomated SMS responses, reminders, anniversaries, opt in, invites

We are on mobile all the time, important for brands to be part of that

#MMLTOP10 3

#MMLTOP10 3

Personalisation is key

KYC

#MMLTOP10 3

Personalisation is key

KYCCollate and collect more and more dataBuild up their user profile gradually e.g. favourite product

Get as much info and segment your audience.

#MMLTOP10 3

#MMLTOP10 3

Tailor messages to time of day / week / timezoneE.g. "good evening" feels like a positive interaction

Welcome regulars backAbove all Know Your Customer

#MMLTOP10 2

#MMLTOP10 2

MEASURE RESULTS

technorati.com

#MMLTOP10 2

MEASURE RESULTS

technorati.com

Most mobile interactions can be measuredThe more you know the easier it is to track results and users

Improves speed of innovation to market, use tracking in realtime, A/B Try different campaigns and tailor mobile campaigns on the fly

A flexible platform is essential for this approach

#MMLTOP10 1

#MMLTOP10 1

listen, listen again, listen often

thenextbigwriter.com

#MMLTOP10 1

listen, listen again, listen often

thenextbigwriter.com

Listen to your customersSurveys every 6/12 months to improve what you do

Listen to your partners and employeesListen to your competitorsListen and keep listening

What we doOpenMarket provides mobile solutions for

enterprises to engage and transact with customers, partners and employees via the mobile channel

Our clients trust us to power their mobile business

Mobile Engagement PlatformYour Systems OpenMarket’s MEP Your audience

1

Service'edi)ng'via'drag'and'drop'or'APIsThe'workflow'engine'processes'services,'simplifies'data'integra)ons'to'your'preferred'business'systems'(CRM,'analy)cs,'other'web'services)'and'generates'reports

2

1

2

Mul)Fchannel'support'including'SMS,'MMS,'Push,'Email,'Voice'&'IVR'ensures'the'right'message'is'sent'via'the'preferred'method'

3

3

customers and partners