the mobile database and multichannel integration
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The Mobile Database and Multichannel Integration
Dick Goldsmith, The Horah Group
Kristy Young, ESPN
Patrick Flanagan, Simon Malls
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Direct Marketing
The Channel agnostic approach to driving maximum customer
satisfaction and optimal marketplace results.
Larry Kimmel, President, DMA
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Database
• No matter what channel you use you want to – Build a database to improve your ROI and
customer satisfaction– Effectively use that database to improve your
ROI and customer satisfaction
• Mobile should be no different when you’re talking DIRECT marketing
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Mobile Marketing• Way people are consuming your message
– Not a platform– Not a list of devices
• Mobile does everything your laptop or desktop can do PLUS– SMS, MMS– Voice– Bluetooth– AppsHacker Group White Paper
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Mobile Marketing• People have a highly personal relationship
with their devices• Can move seamlessly between on-line
and off-line worlds• Device is always on and always close • Available at the precide moment of
consumer impulse• Customers decide how and when to
interact Hacker Group White Paper
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Is Mobile Direct?
• Mobile can be used as a mass media but– What can be more personal?– What can be more direct?
• What a great opportunity to deliver relevant information when and where a customer or prospect wants it – It’s always there– Its closer then your wallet
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20 Years Ago
• 1991 the first fully graphical enterprise email messaging system was released
• According to a Symantec report, over 80% of the world’s email is now SPAM.
• How did we build those email databases?
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Mobile Database
• So how do you build a mobile database so– You can send messages to the right people– At the right time– With the right offer
• That will get results
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Today
• Give you the tools and strategies to grow your mobile database
• Provide strategies to utilizing online and offline media to engage consumers.
• Examples of how mobile can support and improve performance of multi-channel campaigns.
• How to build, segment and monetize an opt-in Mobile database across multiple platforms.
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Who’s Going to do That?
• Kristy Young, Director, Product Management, ESPN Mobile
• Patrick Flanagan, VP of Digital Strategy, Simon Property Group
• Dick Goldsmith, President, The Horah Group
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ESPN Mobile is…
• Video (live, and VOD): 13.6M monthly starts (Aug)• Applications: 36M total downloads (Aug)
• ESPN Alerts: 10M active subs, 1B msgs/mo (Sept)
• ESPN Mobile Web: 16.6M monthly visitors (July)
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Personalization Drives Engagement
• Fandom is highly personal: Live, Local, Social
• Consistent and relevant Fan experience wins
• Serve the Fan by providing easy to discover content and design excellence
• Build a relationship with the Fans through credibility
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why we <3 msging: sms, mms, push notification
• Interactivity does not require disengaging• Fans opt-in to receive updates they care about
• Messaging is the most ubiquitous of all mobile platforms and is easy to use
• 97% of messages are opened and read
• Stands alone or integrates with other mobile elements, online, print, radio, and TV
PUSH CONTENT
(ESPN initiated)
INTERACTIVITY
(two way)
PULL CONTENT
(Fan initiated)
MARKETING / DISTRIBUTION
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Keys to Success• Strategy – know audience and set objectives• Utility - provide relevant content in exchange for
data (does value balance with ask?)• Design – clear, simple steps to participation• Engage – frequent communication • Special rules for SMS:
– Mobile Marketing Association – Consumer Best Practices Guidelines (www.mmaglobal.com)
– Immediate response required – frequent updates – Earn trust; no tolerance for spam
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Have You Heard Of…
As of 3.19.11, SPG was the 187th largest firm w/ a stock cap of $30.3M
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Quick overview - key annual mall traffic
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Quick overview – current U.S. property footprint
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Top Ten Mobile Database Best Practices
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Allow for ubiquitous mobile # collection
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Integrate TXT into existing media
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Integrate TXT into existing media
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Use a carrot to drive subscriber growth
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Use a carrot to drive subscriber growth
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Standee
Winning Standee
Test media & placement options
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Don’t forget about email-2-txt
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…Or social-2-txt
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Drive growth thru games
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Localize the keywords
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Always allow for a response
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Find a spot within radio
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Using Direct Mail to Build Your Mobile Database
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Marry Direct Mail and Mobile
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QR Codes
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3% Postage Discount
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QR CodesPros Cons
• Quick and simple to create
• No cost when used• Multiple uses
– Websites– Text and images– Send email & messages– Dial phone #s
• Quick access to info for users– Social media– Merchandise info
• No info for marketer– Phone #
• Difficult to scan• Not EVERYONE has a
smartphone• One way street• How do QR Codes build
your opt-in database?
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QR Codes
“Slapping a QR code on an ad is not a mobile strategy. It’s important to know what you are testing and what you want to achieve” Nicole Skogg, CEO Spyderlink, Mobile Marketing Summit 9/8/11
“We are seeing through our networks 3 to 5 million scans a month – those are numbers that start to matter.” Mike Wehrs, CEO, Scanbuy, Mobile Marketing Summit 9/8/11
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Opt-In
• You can send mail to whoever you want– (You shouldn’t send it if they have opted out
of receiving mail)
• Unlike mail, you can’t send a person a text message to their phone– You MUST have opt-in permission
• People have to respond from a different media in order to contact you
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Text (SMS) Messaging
• Much less expensive than direct mail• Much better delivery
– 30% of Email addresses change in a year– 18% of home addresses change in a year
• Deliver critical mass of consumers – 175MM Americans text (average texter is a 38 year old woman)
• Engage consumers across all mobile phones• 98% of all messages read
– 95% within 15 minutes
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Per-keysTM
(Personalized Keywords)• Combine effectiveness of Mail with immediacy of
Mobile• Make direct mail interactive - better response • Use on any printed products – on catalog pages
too
• Dynamically generates text that personalizes and targets your messages
• “One-click” ordering• Build your mobile database faster
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Build Your Database
• People respond better to personalized, targeted messages
• When people respond with a personalized keyword, you know who is responding
• Your response to them can be targeted since you know who they are
• You’ll get better database opt-in rates if people receive targeted opt –in requests
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Marrying SMS and Mail
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Direct Mail and SMS
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Tips for Success with Mobile Commerce and Marketing
• Understand why mobile is important for your business and brand
• Have a clear understanding of mobile marketing & commerce
• Know your customer• Have clear objectives• Measure, measure, measure – and react• Benchmark with others• Have a strategy and plan, execute – GET
STARTED
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Result…
The return on investment and cost savings to be achieved will far exceed your expectations.
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Thank You!
Questions?