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Mobile Marketing Association
Engaging the Digitally Connected Consumer
Jeannette Kocsis
EVP, Digital Engagement
The Agency Inside Harte-Hanks
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Offer perspective on how to approach customer
engagement and business growth
Share our vision for customer
engagement and why mobile is the
key
Show how the Digitally
Connected Consumer concept
can work for you
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Customer experience
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Omnichannel
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Relevance
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Digitally Connected Consumers
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The Roadmap
Plan the Journey Map Content to the Journey
Determine Where the
Customer is in the Journey
Drive Cross-Channel
Communications
Measure and Optimize
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Consider How We Need to Engage
Engagement +
Serve through ALL Channels
Smart Targeting
Relevant Messages
Dynamic Content
Mail that Matters
Behavior-Based Content
Optimized for Experience
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Planning moments in time
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Leverage Dynamic ContentI
mplicit data
Explicit data
Relevancy!
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Customer Engagement at Scale
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MOBILE OPPORTUNITY
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Mobile First
Now we use “Progressive enhancement” – you will have a better end product on both if you think about “Mobile First”
1.2 Billion mobile users worldwide
25% of US internet users are “Mobile Only”
85% of new handsets access the internet
We used to start with Computer versions and downsize – degradation
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Our opportunity
• Mobile is PERVASIVE• Mobile is becoming a channel of CHOICE by customers
• Mobile is WHERE WE NEED TO BE!
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Mobile ReadinessHow are you connecting with her?
How WILL you connect with him?
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What is Mobile Readiness?
SMS
MMS
QR Codes
Mobile Landing Pages
Mobile Web Sites
Mo-So-Lo
Data Capture
Mobile Search
Mobile Ads
Mobile App Ads
Mobile Commerce
Mobile Application
Social Sharing
Mobile Payments
LocationAware
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What is Mobile Readiness?
SMS
MMS
QR Codes
Mobile Landing Pages
Mobile Web Sites
Mo-So-Lo
Data Capture
Mobile Search
Mobile Ads
Mobile App Ads
Mobile Commerce
Mobile Application
Social Sharing
Mobile Payments
LocationAware
DATA
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Omnichannel Behavior
The Customer Connection Points Where She Goes
Retail
Web Site
Call Center
Mobile
Social
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Do you have…
Mobile Marketing
SMS/MMS
Apps
Mobile Web
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Mobile Web SitesMobile Landing Pages
Think about your mobile strategy
Text to EnrollWeb Enrollment
• In-store Signage• Web • Print / DM• CRM
SMS AlertsCoupons
• Acquisition• Conversion• Sales
Mobile SearchMobile Sites
• Acquisition• Conversion• Sales
Mobile/Social AppsMobile Service Apps
Mobile Applications
• Mobile Ads• CRM• In-store Signage
• Acquisition• Retention• Sales
1:1 SMS One to Many Mobile Engagement
• Mobile Search• Browsers• Advertising• CRM
Mobile Marketing Association
To Consider Connected Consumers, Let’s Look At…
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CUSTOMER RECOGNITION
• When we think of DYNAMIC best practices, we think of:
Personalized recommendations and content
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RECOMMENDATIONS
• When we think of recommendations, we think of:
A pioneer in personalized recommendations
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LEVERAGING PROFILES
• When we think of brands that are anticipating our needs – or at least reacting to them quickly:
Bringing customer experience through profile
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CAPITALIZING ON PROFILES
• When we think of brands that understand their customer, we think of:
Leverages multiple customer touchpoints
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What do they have in common?
DATA
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CUSTOMER PROFILES
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HOW WE CREATE THEM
Preferences
Purchase Data
Web Behavior
3rd Party Data
Affinity Content
Social Media
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STEPS TOWARD CUSTOMER PROFILES AND CRM EFFICIENCY
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The First StepIs to enable your customers!
Content
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What Preference Centers Can Do
Choice
• Provide customers with choices• Get relevant!
Recognition
Recognize through loginAny device/channel
Save the opt-out
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Engagement Destinations
COMMUNITY
PRODUCT INFO
TRANSACTIONSLOCAL EVENTS
CUSTOMER CONNECTIONS
CUSTOM OFFERS
GAMIFICATION
REWARDS
REGISTER PRODUCTS
PRIORITY SERVICE
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Loyalty and Retention
Special Offers
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Mobile Connections
Push Content
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Make It Simple for the Consumer• Single Sign-on• Simple Access (Email)• Password Retrieval • Third Party Authentication
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Leverage Connected ConsumersBehavior: Profiles Downloads Verification Clickstream Time spentEngagement: Likes Follows Social Posts Responses Video RSSData: Profile data Surveys PollsPurchase: Categories ChannelsPush Media: Email Mobile SocialAdvertising: SEM Display TV Social MobileSEO: Organic
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Leverage Segmentation
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Leverage Purchase DataOpportunity to Connect
• Transactions
• 1st
purchase/ return purchase
• Cross-sell and/or upsell
• Purchase category
• Spend/basket size
• RFM• Ratings &
reviews
Feeds Segments
• How do they shop and game
• What do/did they buy
• Which channels do they engage
• How engaged are they
• What do they look like demographically
Product Engagement Score
• What do they view
• What have they viewed
• Which products are they most engaged with
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Create Social Intelligence to Build Relevance
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Social Intelligence Data
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Social Intelligence
Make $75K/year
ProgrammerWorks in .COM space
College Graduate
Straight
Lives at Home
Doesn’t Smoke
Does Drink
XBOX/Android Fan
Likes Pandora
Listens to Rap
Reads Gaming Magazines
Watches Comedies
Likes Dexter
Drinks Beer
Likes Buffalo Wild Wings
Shops at Best Buy
Likes Fantasy Football
Gamer
Supports ASPCANot political
Catholic
Found on
SingleNo Children
Around 5’11”
Male
25-30 Years Old
Lives in Roanoke VA
Not Very Athletic White
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Scoring
• Mobile/Email Engagement Model– Identify, rank and score the likelihood to engage unengaged customers– Score engaged customers that have the ability to increase their level of
engagement• Product Engagement Scores
– Adds customer behavior surrounding browsed, abandoned, and reviewed products
– Layer on known preference data– Leverage data sources to create a scoring system
• Social Engagement Scores– Layer social scoring as individuals or list pulls (social segments)
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WHAT THEY LOOK LIKE
Profile:22 years old, living in Roanoke, VAHas a “day job” as a programmer working for a social networking site, >$50,000/yearSingle, lives at home with his parentsAt night, he is the KING of his clan on Call of Duty, code name “Kurdish-1st”
CommunicationsEmail WeeklyContent preference Shooting games
Username: [email protected]: xxxxxxxxxx
Jon Blake May Never Grow Up
Purchase Data:Purchases/year 6Approx value $300
Behaviors:Friends 766Likes: COD Franchises 10 XBOX 5
SPES Score: 8
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PUT THE PROFILE TO WORK
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Create Digital Engagement Strategy
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Plan Content Throughout the Experience
Campaigns (EM, DM, Media,
SEM)
Ongoing CRM(EM, DM)
Ongoing Loyalty(EM, DM)
Mobile App Alerts
SMS Blogs, Facebook & Twitter Push
Social Response
Video Content
Web Site Content
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PRIMARY AD CONTENT
CAMPAIGN TEMPLATE
PRODUCT SELECTION BASED ON PROFILE SETTINGi
OFFER BASED ON PROFILE AND PURCHASE DATA
Opportunity: Engage with the Brand
Prioritize products by profile, Web behavior, scoresCross-sell/upsell on accessories through profile dataAdd engagement content, requesting product feedback, show social contentLeverage Pinterest, other social networks
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Mobile Engagement
Universal Login
Mobile Application:
• Recognizes Customer• Personalized
Recommendations• Connects with social• Leverages third party and
Web site content• Provides relevant
experience for a rewards customer
• Manage account• Mobile alerts
SMS:• Get rewards balances on the fly• Get advance notice of title product
launches; countdowns to release• Customized offers• Special content
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Social Engagement
Push Messages Engagement Content
Leverage tools for consistent push, but relevant tone
Follow your social strategy
Provide in-channel content in relevant tone
Optimize content for search (internal and external)
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Instore Engagement
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Measure and Optimize
Web Analytics Tools, Media
Adserving
Social Analytics
Web Analytics
Tools, ESP Data, Mobile Data
Web Analytics,
Social, ESP, Mobile, Call Center
Direct SalesCost per lead/clickLevel of Engagement: Content Video 1:1 with Brand 1:1 with OthersSupport interactions Within communities Within call centerPreferences Channel interactionsMobile Interactions Health of SMS Health of AppsEmail Interactions Health of EmailData Collection Social/Third Party Program Registration
Incoming Media Sources
Social Media Push & Engagement
Incoming Communications
Engagement
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IN CLOSING
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Things to Remember
• Plan your mobile strategy as part of your customer engagement strategy
• Think “Mobile First”• Create the infrastructure to capture customer profiles• Allow customers to set their own preferences• Leverage what you know
• Get Relevant for Mobile Engagement!
Mobile Marketing Association
THANK YOU!
Read our white paper “The Digitally Connected Consumer” or stop by our booth to discuss further…
Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks
845-339-0022@jnetkText Jeannette to 47201 for my mobile business card!
TheAgencyInside.com