m reach presentation
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M reach presentationTRANSCRIPT
Multi channel marketing and mobile campaigns
What is Mobile Marketing ?
Ability to connect brands to customers via the mobile phone
Mobile acts as a Content delivery as well as direct response
vehicle.
Big tool for “Customerization”- Combining operational driven mass
customization with customized marketing in a way to respond to individual
consumer need on product services and messages on one to one basis.
Three prime characteristics of mobile as a marketing channel:
Location specific
Personalized
Interactive
Why Market To Consumers Via Mobile Phones?
Consumers use mobile phones as their “first screen” not their “third screen”:• 580M+ mobile phones in China• 340M+ mobile phones in Western Europe• 310M+ mobile phones in the US• 470M+ mobile phones in India
Consumers have a 1:1 relationship with their mobile phone:• Almost never a shared device unlike television or the PC• Kept close at work, at home, on-the-go• Personalized – brand, color, features, ring tones, are highly customized
Consumers are increasingly using their phones for more than just calls:• Content (games, sports scores, maps) is driving consumer data usage• Improved screen quality (color and size) is making rich media desirable• Enhanced networks are making mobile data useful and usable
* Estimates based on a KPMG study
Mobile Marketing – Successful campaigns
App sponsored to Deliver new product line to mobile shoppers, with models displaying new summer look
Drugfree.ORG biggest public service campaign to prevent teen from drug abuse-Used cha-cha data base to deliver free answers on related topics
Intel-Meet the processor campaign” to drive customers to Website using exact broad match key words in Bing online serach
Westin Ad on weather channel of iPhone –Exceptionally rich powerful mobile rich media campaign
Mobile Marketing medium and formats
SMS marketing
MMS marketing
Mobile marketing via IVR
Mobile marketing via Social media
WAP marketing
Mobile marketing Via Mobile TV
channels- Break thru
Delivery Medium
Messaging
Display
Click-to-Web
App-within-an-app
Click-to-call and click-to-text
Click-to-rich media
Search
Google’s innovations ( Location based
search ”near me now” , Map Navigator,
Voice search, Goggles-Image search
Video ad formats
Launch of iPad
Formats
Recent trends
Economic downturn -> Downward trend in advertising spends
However, mobile market is bucking that trend Apple's iPhone & iPad as a platform Strong growth in startups developing these platforms Giants like Google and Apple also in the race Smartphone platforms like Android, IOS, Bada supporting app eco systems
Developments across globe enabling mobile advertising process Launch of cross-networks media packages (Sweden, Estonia and Lithuania) GSMA Mobile Audience Measurment (UK, Germany and Sweden) Organization of industry events to share best practices
Technology offerings
Advent of 3G
HSDPA
UMTS
WIMAX to be rolled out
soon
Future prospects
LTE 4G
High speed data
transfer
Technology
Opportunity
Increase in Smart phones sales
~ 100% growth YoY
Multi-utlity
Apple App store has 350K
mobile apps with 65K iPad
apps
Android :150k apps.
Mobile ad spends expected to
cross $2.5Bn by 2014 from
current 700mn
Devices with superior Form
Factor (iPad)- High end
experience and engagement
Smart phones
Leveraging Mobile marketing into your market mix
Source: Jupiter Research
•Mobiles biggest advantage is that it gives legs to your other channels such as catalogs, retail stores, direct response television , Radio and E-commerce. (Text response superior)
•Being a always –On connected device has the unique capability to direct a consumer from one touch point to another making path to purchase less complex and generates better ROI by enhancing all your channels to drive better traffic.
Consumers dependence on
mobile makes it one of the most potent
channels in the market mix.
Social Media has become as all-pervasive as Search Engines since Jan 2010
Dec 2010: Social Networking traffic exceeded Search Engine traffic March 2010: Facebook.com traffic equalled Google.com traffic
(Sources: HitWise.com)
People spend more time on Facebook than Yahoo or Google
(Sources: Comscore, US Stats)
65% of Fortune 100 companies are using Twitter to improve customer experience
(Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)
m-REACH Overview m-REACH is an end to end secure hosted
transaction platform which brings non-traditional value added services on mobile (SMS, Voice & GPRS) in record time without much additional network infrastructure.
Businesses can integrate with this platform to deliver their existing internet services into the mobile space (SMS/Voice/GPRS).
Powerful feature of m-Reach mobile client is ability to download once and subscribe to any future services as and when it is available
Platform consists of messaging service, content storage & management and Mobile Internet Portal Publishing
Contest/Vote/Poll Service
Lead Generation ServicesLead Generation Services
Mobile CouponsMobile Coupons
Mobile tickets
Location based Services using social media
Mobile Subscription Services
Voice Broadcasting
Call me Service
m-REACHService delivery
platform
Mobile Marketing Tools
Product/ ServiceFeedback, Survey & Reminder service
Mobile Pictures paperlessdelivery
Mobile Appointments
Features
m-REACH services are available in packaged SAAS services for many verticals
Instantly Enterprise can launch MVAS service
m-REACH is a self service platform, which doesn’t require any technical knowledge to operate
As per the needs of the enterprise, enterprise can purchase the available package and start using immediately
Payment can be done through online & offline
m-REACH packages are available for affordable price that too pay as you go model
Using m-REACH
Businesses can send personalized, relevant text messages to customers.
Enterprises/business can broadcast text messages to thousands of customers in a single go. The
message can be info about a new product, update about the business etc.,
Customers can contact businesses through mobile and auto-respond to their queries.
Field staff, employees on the move can retrieve real-time business info using their mobile to make
better decisions.
Market Focus
Retail Chains Automobile Service Centers Media Companies Automobile & Realty Dealers Clinics & Hospitals Financial Institutions Beauty Salon Education
Our Services
m-Coupon
m-Coupons are used to increase sales and promote consumer loyalty.
Goals of coupon are encouraging repeat purchase, increasing product awareness, getting consumers to try a new product, moving overstocked inventory, targeting specific markets, softening the blow of price increase, launching a new marketing campaign, trading consumer up and responding to competitive pressure.
Eg: SMS Pizza to 56263000
Picture Classifieds Picture Classifieds turn any static,
traditional advertisement medium into an interactive, direct-response medium. Home buyers have instant and effortless mobile access to full property information and photos directly from signage, print ads, flyers, vehicle Ads, bus benches and television ads
Eg: SMS TAJ to 56263000 Prospect just need to Text to the
brand name and our m-REACH system will respond with picture of the house
The Buyer is presented with a list of available pictures to view
The Buyer clicks on the picture links
Automatically dials advertiser phone
number, when user selected
When selected, user will be redirected to URL specified by advertiser
Consumer can see other view of the house, by clicking on the given links
Advertiser message
Advertiser Ad image, Advertiser can upload from 3 to 15 images at max
Picture Classifieds
GPRS Appointment Service
Mobile Appointment service make ease to customers to get an an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking
Consumers can book an appointment on the go
Consumer just need to TEXT the specified brand name and our m-REACH system will return a WAP link, which need to be clicked. Here consumer will be given option to select consultants and their available date and time and finally they schedule an appointment with them
Send SMS to 56263000 Receive an SMS with the link, click on
the link (or) open your web browser and paste the link
Choose Services say Facial, Bridal Services
Select Staff Click on the date and time as you would
like to book an appointment Enter Booking Message and fix the
appointment Get Appointment confirmation by SMS
Real Time Calendar
ConfirmationMessage
Brand Logo
Services Staff Name SMS LAKME to 56263000
SMS Appointment Service
SMS service make ease to customers to get an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking
Consumers can book an appointment on the go
To book an appointment with the Doctor/ Beauty Consultant/ Clinic, consumer just need to take their mobile phone and TEXT to the specified short/ long code and followed with the comments.
Receive an instant Appointment confirmation by SMS
Eg: Send SMS to Columbia followed by your message to 56263000. Eg: SMS Columbia Hi I am Jack would like to fix an appointment with Jerry on January 7, 2010 to 56263000
Receive an instant Appointment confirmation by SMS
SMS/Voice Service Feedback
SMS/voice is a powerful medium to capture feedback
Consumer promptly can give the feedback for the product/ service through SMS/Voice, which they have purchased, Consumer just need to TEXT/CALL to the brands short/long code and followed by the comments
Eg: Feedback Jolly 91 to 56263000
Based on the Feedback, reply message is generated
Retailer can set logic, based on that condition; it will alert concerned person/ sales manager
SMS/Voice Product Feedback
SMS/Voice is a powerful medium to capture feedback
As soon consumer purchase the Product/ Service from the store, our m-REACH System trigger an SMS to the customer mobile, which captures the feedback for Product/ Service through SMS/Voice. Consumer will rate the quality of product Based on customer rating, it automatically sends a follow-up message. If customer rated poor for the received service/ product, our m-REACH system alerts concerned department/ person
Based on the Feedback, reply message is generated
SMS/Voice Voting
Voting can be done through SMS/Voice
Media Companies can create various types of attractive SMS/Voice voting campaigns such as, survey, poll, quiz, etc and publish the result in real-time
A customer sees the Ad in media channel , which ask TV viewers to predict the FIFA winner and interested viewer can cast their vote by sending a text msg to a Short/ Long code
Cast to your vote to favorite movie and win tickets to Italy
Eg: FAVMOV A/B/C A>Avatar B>Iron Man C>Twilight Pls reply with FAVMOV A/B/C to
56263000
m-Ticket
m-Ticket is a 2-WAY SMS Ticketing Service
Eg: Parking Ticket & Metro Pass
SMS Ticket
SMS Subscription Service SMS Subscription offer alert service to
consumers, consumers receive daily or weekly content on their cell phone, such as jokes, horoscopes, news reports, weather updates, offers, coupons, ringtones. This is an opt-in SMS service, which help to record customer preference
Enterprise creates a special interest group/ premium group. As and when offer arrives/ announcement made, it will alert their subscribed customers
Interested customer can opt-in to SIG through SMS, by simply texting STARBUCKS OFFER, by subscribing to the SIG, Customer will receive periodic update into their mobile. Here option given to the customer to Opt-out from the SIG by texting STARBUCKS STOP
Eg: SMS STARBUCKS to 56263000 & SMS Stop to 56263000
SMS4Info
m-REACH can turn printed Advertisement into an interactive medium
When ever user queries to a pre-defined keyword, our m-REACH system will send an instant reply
Eg:SMS SobhaPrice 2BHK
Business Template
Enterprise can schedule/ deliver dynamic SMS using Business Template
User can query enterprise database through SMS and get the desired result as SMS. Business Template replace the customer care center
Eg: SMS stocks Infosys to 56263000
Case 3: Event Based
2-Way SMS
SMS/Voice Reminder Service
Using m-Reach reminder service, Enterprise can remind their customer regarding payments, events, important meetings & Anniversary days
Enterprise can set reminder SMS/Voice to their customer
SMS/Voice reminder service is ease to use.
SMS/voice reminder helps to retain the customer base
Eg:
Ad-Funded SMS
Enterprise can inject third party advertisement into their outgoing SMS
API is provided event driven messages and for system generated messages
Eg: Third party Advertisement is injected in the out going SMS
SMS Contest Enterprise can run SMS contest to
engage with their prospects/ customer
SMS contest, it's applicable to any type of companies who like to attract mass audience in low budget
Eg: Media Company is interested to engage with their customer through mobile, Media companies conducted contest on mobile, which is displayed in OOH and other mass media medium. Customer who interested to take part in the contest, they just need to take their mobile phone and reply with the answer. Our m-REACH system find outs the winner by certain logic
WAP Push
Multimedia / rich content such as ring tones, wallpaper, games and micro sites can be pushed through WAP push
Eg;
Bulk SMS
Bulk SMS useful for SMS blasting. Enterprise can reach millions of customer at a lesser cost and where conversion rate is very high
m-REACH enables business communication over the mobile, creates new customer touch points for company and client communication
Cost effective marketing platform and wider audience reach
Bulk SMS can be used for Product launch, Alerts, Promotions, Announcement & Marketing campaign etc
CSV Template
CSV Template is beneficial when enterprise personalizing and sending bulk SMS
Its easy to use and very effective for mass SMS
Eg: SMS content is generated from CSV file
Dear <Name>, Your Examination Marks as follows Mat -<MatMark>, Phy -<PhyMark>, and Computer Sci -<CSMark>
Send Cancel
SMS Branding
SMS Branding increase the brand value of the product/ service
SMS branding distinct from regular SMS
Brand name will be there in all outgoing SMS
Eg:
Customized Enterprise Messaging Solution
Latchiya team helps client to built Custom Messaging solution. Our capabilities are
SMS, Voice and WAP based solution
Mobile Application
Voice Broadcasting
Voice Broadcasting is a service that automates huge voice calls to mobile/telephone users to play a pre-recorded messages. The system can get touch tone inputs to collect user information and can deliver content or information through SMS.
Voice Broadcast service calls numbers from a m-REACH campaign database and plays a pre-recorded message to the call recipient.
Reach the target customer with their local language. Text to speech and Data conversion.
Text to Talk
m-REACH Call Me service can turn web, media and printed advertisement into a interactive medium to generate leads to sales and service representatives or Call Centers.
Reduces the lead time. Enterprise doesn’t miss any leads. Instantly connected as soon as the customer shows interest. Increases conversions.
Eg: Customer sends KEYWORD to Short code/Long code m-REACH calls the brand’s sales person m-REACH then calls the customer who showed interest. Customer picks up the call and the call is patched with Sales personnel.
