Archer Webinar“Landmines and Goldmines in Mobile Marketing”April 3, 2013

Welcome!Presenting today’s webinar:

Michael AhearnVP Customer Development & Marketing

• This is a listen-only webinar• Enter any questions/feedback you have in the

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Mobile Marketing: Goldmine with Landmines

EUREKA!

Whoa! Wha’

happened?

Landmine 1: Putting Tactics Before Strategy

Don’t determine “what” before insight of “why and to whom”

• Why: Strategize for specific marketing objectives and specifically how they will be measured

• Who Part 1: Establish target customer groups and demographics

• Who Part 2: Research mobile handset capabilities and use penetration of target customers

• OK…now What: Pick appropriate mobile tactics/channels to reach objectives & target customers—and how they’ll be integrated in your other marketing channels

Landmine 2: Living in the Ghetto

• Mobile in a silo fails, almost all the time.

• Don’t “ghettoize” mobile—it requires a line item in your budgets

• Mobile marketing success is directly proportional to how well it’s integrated into your other marketing channels

• Broken or non-compelling call to action—the value prop is not because it’s mobile

• Avoid the “single legged stool” within mobile itself—integrate all mobile channels

• Mobile is dynamic and real time, so instant gratification is a must, and no “launch and forget” mobile orphans

There’s no such thing as mobile marketing. There’s only mobile enabled marketing.

Landmine 3: Compliance (or else…)

• Patents—what do they mean to you (Helferich anyone?)

• Opt-in regulations and messaging flow best practices—different for different channels

• Common pothole: underestimating campaign certification complexity and time to launch

• Tier one providers (like us) provide all the expertise and services to help

Brand X: First message—Get a coupon for 5% off code 432xxe3wdfdfsww.

Landmine 4: Rude and Impersonal Messaging

• Over messaging—get frequency right per campaign/service and per customer

• Vanilla offers, messaging, content duplicated from other channels, or stale content. Mobile is fresh.

• Mobile is not email—it’s much more “intimate”

• One size fits all is less attractive and sometimes just dead wrong—personalize!

Brand X: Get a coupon for 5% off code 432xxe3wdfdfsww.

MetroMobile:

See the Hot Brazilian Roller Bikini Boxers here! http://m.girls.com

Landmine 5: The Ad Hoc Rut and “Mobile Databases”

• Ad hoc, hit and run mobile campaigns are not “nutritious” mobile marketing

• They’re mostly good as first interaction, campaign/opt-in awareness “candy”

• Don’t work towards a “mobile database”—your goal is a mobile enabled database

• Customer profile/prefs should not be siloed, work toward a master customer persona utilized by all marketing channels

NYC

Hit and Run Single Interaction Database Capture for Ongoing Interaction

Landmine 6: The Big Fail—Bad Mobile Web

• What happens when someone Googles your business on a phone? Where do they land?

• Non-optimized mobile web experience

• Don’t “short arm” your mobile site as “good enough” for mobile

• Watch out! Links to “mobile content” that aren’t mobile assets or mobile viewable

Landmine 7: It’s More Than Just Marketing

• You mean I can do business operational messaging too?

• Why not incorporate mobile with customer service?

• How about mobile billing reminders or statements to cut operations costs?

• Don’t think of mobile as only a promotional channel—marketing and business operations work together in the mobile world for a total customer experience

• Don’t miss the upsell/cross sell opportunities within business ops messaging

Landmine 8: Techno-fetishism and Mobile Marketing Bling

• Is augmented reality or a flashy app really your first play in mobile? How do you know?

• How about building a mobile messaging foundation first, then an effective mobile site?

• One thing you should fetishize is MOBILE ANALYTICS

• AR use penetration is still in single digits amongst all users• Only 2% of top 250 apps are newcomers• Only 0.25% of revenue of top 250 apps goes to newcomers• 2011 25% of apps are used once and abandoned • 80-90% of apps are eventually deleted from phones

Techcrunch March 17, 2013; Business Insider/Statista Jan. 2013

NFC payments have 7% use penetration in US in 2012, up from 3% in 2011

Landmine 9: Mobile Marketing = Text Messaging (Not!)

• Millennials won’t stand for boring subscription messaging. Fact.

• Mobile push messaging can be much more than 160 characters (actually really only 100)…explore other rich media options like app push, MMS and mobile web

• You mean can I do unlimited copy for my mobile messages with MMS?

• A picture is worth a thousand words…dynamic media is worth millions of wordsNYC Girl

Landmine 10: Picking the Wrong Mobile Spouse

• Provider choice is critical, don’t be penny wise, pound foolish—mobile divorce is expensive

• The importance of expertise, experience and breadth of services should never be underestimated

• Plan your needs roadmap…can you grow for scale, speed and territorial reach?

• Need to think and speak APIs…more often than not you’ll use them

• Your provider needs to speak multi-channel within mobile, and outside, into all traditional marketing, digital and business op channels

Mobile Marketing: Making Goldmines

EUREKA!

Goldmine 1: Like the Economy, It’s Messaging Stupid…

• Is augmented reality or NFC really going to be your first steps in mobile? Is an F1 race car the first car you buy?

• It’s the basics that really work, seamlessly and reliably

• Basic blocking and tackling with SMS yields great results

• The money and ROI are not in bleeding edge (but they’re great for getting your name in Ad Age)

• Best channel for reach, used more than voice calls

• Most ubiquitous and familiar channel to users worldwide

• Perfect low cost gateway to mobile web

• It’s a good idea to offer mobile only offers/content…focuses customer on mobile and avoids cross channel burnout

Goldmine 2: Evolve with CRM

• Keyword + short code is good for ad hoc, but segmentation and personalization is mature mobile

• Leveraging segmentation and personalization is like turning the amplifier to 11

• Fully integrated, foundationally strong mobile initiated list/CRM generation is possible, and can be leveraged for use by your other marketing channels

• Got Loyalty? Mobile enable your existing loyalty and retention programs, with cross channel preference management

Goldmine 3: Go Beyond CRM with Contextual Messaging

• Data is good, but data + context is even better

• More than who they are, it’s what they do and acting on that data

• Business Paradigm Context: ex. mobile response to abandoned cart or sign up

• Event Context: ex. messaging when receipt is handed at POS

• External Data Context: ex. using Weather.com to provide the rule of who gets what message/offer

• Behavior Context: ex. rather than asking customers to self-define their profile/pref (opt-in forms), use existing CRM behavioral data for segmentation and personalization

Goldmine 4: Rich Media Mobile Messaging ROCKS

Carlos by Carlos Santana Collection Offer

Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.carlos.com

• 50% of people are more engaged with a retailer after watching a video

• 45% of people are more likely to return to a retailer if a video is integrated

• People are more engaged with a retail brand after watching a video

• People are willing to spend 2.79 minutes watching a video that supports a brand value

Source: Invodo e-tailing, March 2013

Macy’s Carlos Santana Collection Offer

Get 10% off any Carlos Santana designer shoes or accessories at Macy’s this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.macys.com

Carlos by Carlos Santana

Goldmine 5: Relevant Engagement Along the Touch Points

Awareness

In Store

Purchase

eCommerce

Operations

• Mobile has meaning and opportunities at multiple touch points along the customer journey

• Creating unique experiences and customer satisfaction services along this journey pull the customer close

• This creates high degrees of awareness, loyalty, brand affinity, engagement and ultimately traffic/revenue

Goldmine 5: The Name of the Game is Integration

The mobile channel’s power is in full, holistic integration with all consumer touch points and user experience flows.

Social

Direct Mail

In-storeWeb

2-Way

Goldmine 6: Capturing/Using Data Unique to Mobile

• Technographics on your customer’s mobile device

• Mobile behaviors

• In-store behavior data unique to mobile

• “Home” location without asking, no consumer action required

• Dynamic location— the famous “geo fence”

Mobile can capture unique customer data simply because it’s a mobile interaction

Store Alert: Annual Clearance Sale today between 2 and 5 PM at Fashion Island Location! Reply STOP to cancel, reply HELP for help. Msg&Data RatesMayApply.

Goldmine 7: Operational Messaging with Marketing

Operational messaging is not for enterprise only

eCommerce

Customer Service

Billing & Credit

• Order Status• Delivery Status• Abandoned Cart• Mobile Gift Card• BORIS• Recommended Product

• Mobile Receipt• Product Info• Recall Notice• Gift Card Balance• Opt in at POS• Text 4 App• Post Purchase Survey

• Statements• Notifications

Hi Michael, your purchase is ready at our Newport Beach store. Please go to Customer Service to pick it up. Order number 43537XA.

Goldmine 8: Have I Said Personalize Yet?

Leverage CRM data to personalize SMS or even actual rich media itself by segments or even for each customer

Knows customer by name Knows product purchase history Knows customer status/transactions

Product cross/up sell Personalized product info/awareness Personalized loyalty awareness

Personalized loyalty/reward offer Personalized by location driving store traffic

Goldmine 8 (cont.): MMS Personalized Audio/Video

Goldmine 9: Mobile Marketing is a Conversation

• Mobile offers 2-way communication with the customer—it’s not purely broadcast

• Make it easy for them to tell you what they need and want

• Use this data for improved personalized interactions

• Leverage it across other marketing channels

• Engage customer in consumer generated brand experiences

• Mobile is a great channel for basic surveys

• Go viral. Foster peer-to-peer content/info/offer sharing and turn your customers into brand marketers

Goldmine 10: Mobile and Social are the Same Conversation

• Facebook and Twitter use is becoming more and more a mobile behavior

• Social integrates with mobile well—post to social icons or functionality a must

• “Social” can be as simple as Share With a Friend functionality

• BTW social environments are prime real estate for mobile opt-in call to action (if relevant to the experience)

Because the social conversation is likely happening on a mobile device.

Questions?Contact: michael.ahearn@archermobile.com