evolving direct into the new world at sprint
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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
Always on and connected means devices woven seamlessly into daily life
7:00 am 8:00 am 12:00 pm 6:00 pm 8:00 pm 11:00 pm
Work= weather, social networking sites and local news
Three Consumer Trends Impacting Mobile and
Driving Communication Implications
Trend 1: Rise of the Personal Portal
Rise of the Personal Portal
RISE OF THE PERSONAL PORTAL
MOBILE ISN’T JUST FOR CONSUMERS ON-THE-GO IMPLICATION:
TREND:
http://www.mobilemarketer.com/cms/news/research/10287.html
Trend 2: Pre-emptive Gratification
Pre-emptive Gratification
PRE-EMPTIVE GRATIFICATION
FEED THE NEED FOR CONTENTIMPLICATION:
TREND:
Pre-emptive Gratification
PRE-EMPTIVE GRATIFICATION
RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTEDIMPLICATION:
TREND:
Mobile behavior in United States, October, November, December 2010Percent of total mobile audience (Age 13+)
Understand what your best consumers want to hear, not what you want to tell them
Trend 3: Deal Seekers vs. Brand Loyalists
Euro RSCG Discovery
TREND: DEAL SEEKERS VS. BRAND LOYALISTS
ENGAGE BEYOND OFFERSIMPLICATION:
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
2. DEVELOP RELEVANT CONTENT
3. CONSIDER BEST USE OF CHANNEL
Nielsen predicts that one in two consumers will have a smartphone by Christmas 2011.
Relevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise.
Pave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.
Focus the Audience
Target all segments even accommodating the lowest
technology and usage
TO: Narrowcast
Target only segments embracing advanced technology and usage
FROM: Broadcast
Smartphone Users are on the Rise
• Late Adopters Adopting2011 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
Duplicative program and content (e.g., recreating the same content on DM, EM, and Mobile)
FROM: Duplication TO: Aligning with Behavior
Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.
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
Isolated lifecycle programsdelivering the same message across various tactics (DM, Email, SMS) to the same audience
TO: Channel-aware
Integrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevantCapitalize 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
FROM: Channel-blindness
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
An example of a truly integrateddirect Sprint program
Media/Frequency
Day 1 Day 3 Day 4 Day 5 Day 7-10 Day 10-15 Day 15
DM
EM
Mobile
Device Track Program
Our strategy is to use data to contact customers
anywhere/everywhere with personalized and relevant
communications
Digital Contribution Map
Paid Media Earned Media
Owned Media
Banners
3rd Party Emails
Emails
Online Site WAPs
SMS
YouTube
Search
Microsites
Linked In
flickr
Diggdel.icio.us
Apps MMS
VideoQR Codes
Landing Pages
myspace
Display Ads
Data Drives Relevance in a Cluttered Environment
Target customers where they are with relevant communications based on their behavior
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
SMS
Customers are also enabled with personal choices of which channels
they can be contactedEmail Mobile
Optimization is key to enhancing and evolving communications that
meet consumers’ ever changing needs
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
• However, a technology “silver bullet” does not exist, we need to approach optimization from a design perspective
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
Evolution of Mobile Template for EmailHybrid template will support email client, browser & mobile browser
Current template support an email client or browser experience
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
Optimizing the Email Click Through Experience m.Sprint.com
Detect Browser &
Delivers Optimal Experience
Sprint.com
Mobile OS
CPU OS
Email Comm
Optimizing WAP Design
WAP Content Philosophies:•Less is more
•Clear calls to action•Short, concise copy
•Well organized•Clear hierarchy of messaging•Strong mix of graphics & text
Evolution of Device Education
Test, Learn, Apply!
Establish a Measurement Plan for Program Optimization
2.) Measuring the Objectives
3.) Expected User Engagement Path
4.) Data Collection Points
Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver
Typically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driver
Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools
Overlaid on top of the experience is the location of what points in the experience are measured by what measurement tools
1.) Identify Campaign Objectives
This is how it looks when it all comes together….
4 Sprint Case Study.mov