tim dma td 100629

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency

BUILDING MOBILE INTO YOUR CRM

Tim Dunn

Tuesday, 29 June 2010


1. Personal



2. Immediate



3. Actionable



..and now...



4. Social



5. Transactional



The current mobile landscape

• Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years

• This uptake will be driven by the need to access digital content such as social networks and video on the move



Importance of mobile web



Understanding how your users consume mobile



Case Study: Ribena

o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM



Case Study: Colour Catcher

o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data



o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image

Case Study: O2



Case Study: Walkers

o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them



Case Study: Shelter

o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly



Case Study: Rimmel

o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web



CAMPAIGN DEVELOPMENTTim Dunn



Campaign Planning

o What are the campaign objectives?o Who are the target audience?o How does mobile fit into broader activityo Is there already a creative idea?



Mobile Campaign Planning

Ideation• What kind of mobile experience can we offer?• Is there a creative idea that is relevant to our objectives?

Audience• What devices do our audience have?• Where can they be found within the mobile landscape?

Channel• Decide between SMS, Mobile web, Apps etc• Promotion decisions: on-pack, ATL, mobile advertising etc

Execution• Agency partners, specialists etc• What’s the follow-up strategy for consumers?

Measurement• What does success look like for this campaign



Ideation: O2 Niggle Nobble

o Objectives• Raise awareness of O2 Broadband• Acquisition

o The campaign• ‘Niggle Nobble’ AR iPhone game

o The Strategy• Tie in with above the line and field

marketing• Drive users to social channels



Audience and Channel

o Objectives• Gain advocacy for the anti-Knife Crime

message ‘It Doesn’t Have to Happen’• Do it in a youth-friendly and non-

preachy fashion

o The campaign• A mobile music studio featuring Beats,

Loops, Synths and FX• Given away via geo-targeted Bluetooth

locations

o The Strategy• Connect users to mobile content

incorporating the message• Place the message into the user’s real-

life world



Execution: Working with mobile agencies

o You will almost inevitably have to work with at least one mobile specialist to deliver any campaigno Main players with their specialisms are listed below:



Analytics: SMS



Analytics

• A range of other analysis types are available



The platforms

• SMS platform• Set up keywords

on shortcodes• Set up

campaigns of different types

• Send bulk messages out

• Run mobile CRM

• Suppliers:• MIG, 2ergo, MX

Telecom, WIN, Oxygen8, Velti

• Mobile CMS• Create mobile

site map• Load up images

and text on to pages

• Integrate feeds• Review and

publish

• Suppliers:• MIG, MOMAC,

Wapple, Velti

• App Studio• Create your own

app• Wireframe• Load in content

and feeds• Import bespoke

features• Publish to multiple

platforms

• Suppliers:• MIG, Grapple



Building apps

• An app SDK is a toolkit for your imagination:

• Touchscreen with single and multiple contacts

• Three-way orientation and movement• GPS – current location and movement• Launch other functions: maps, web,

YouTube, iTunes• Feed integration• Compass• Media playing• Audio capture• Camera and photo• Contacts and viral

• Other potential features:• Social network integration• Notifications• Augmented reality• iPod integration• IM clients• Image recognition• Barcode scanning or display• In-the-picture



Some Design ideas

Make product view easy to navigate and implement

recommendations

If you have a product, sell it!

Don’t let your site stand still, feed it with fresh content all the time

Simple navigation to core content areas



More design ideas

User can manage their own settings to personalise their

experience

‘News-feed’ style view aggregates content from

blogs, social networks, and CMS

Clear and clean branding

Access to local branches or services via built in GPS

Click through to the Direct diagnosis tool



Example platform: Velti SMS



THE MOBILE FUTURE



Wearable technologies



No Battery life?



But really...



Innovation 1: Data



Innovation 1: Data

o Download speeds of 100-150 mBit/seco Will enable:

• HDTV for mobiles• Connect your Playstation• Steaming video

o 4G will likely involve a hybridsolution with WiFi or WiMAX



Innovation 2: Augmented Reality

AR View

Web data feeds

Compass orientation GPS location

Camera view



Smartphones

Digital Mappin

User Experie

Social network

Mobile Advertis

Positioning

App Stores

Network

Innovation 3: Location



Innovation 3: Location-Based Communities



Innovation 4: Payment



Now – over to you...


tim dma td 100629

Business

dedicated mobile strategy

tim dunnbuilding mobile

case study

young women

tvdriven adresponse

youthand adult sectors

colour catcherocolour

sales promotions