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Permission-based mobile marketing
UK Mobile Retail Masterclass
London, March 15th, 2011
Today
2Mobile Retail Masterclass – March 2011
Exchange views on Permission-based
marketing
Illustrate with case studies
Objective Agenda
• Why Permission-based marketing
• How Interactive SMS helps
• 5 steps to success
3
To comply with regulation….
Why permission-based mobile marketing?
Mobile Retail Masterclass – March 2011
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Why permission-based mobile marketing?
Mobile Retail Masterclass – March 2011
permission
dialogue
respect
clarity
simplicity
transparence
control
To create trusted relationships... and grow loyalty & sustainable profits
awareness
loyalty
revenue
profit
relevance & trust
5Mobile Retail Masterclass – March 2011
“Brands with the most positive conversation in their category grow 4 times faster than the category average”
LSE London School of Economics and Political Science, 2010
“Increasing positive conversations by 12% doubles sales growth”
Bain & Co, 2011
Why permission-based mobile marketing?
6Mobile Retail Masterclass – March 2011
Objective Agenda
Today
Exchange views on Permission-based
marketing
Illustrate with case studies
• Why Permission-based marketing
• How Interactive SMS helps
• 5 steps to success
7Mobile Retail Masterclass – March 2011
Informative
remember a key word, remember a shortcode, create
a new SMS, click Send
Received in:
Content is:
To reply:
4. With specific key
word & shortcode…
Standard SMS
SMS inbox
1. The user receives a
SMS
12345
2. The brand invites
him/her to participate
3. The user must write a new SMS
How? Interactive SMS makes the difference
Interactive
One click to action !
Interactive SMS
Idle screen
Interactive SMS is a dialogue channel, piloted by a SIM app
The user receives a popup and
starts to interact .That’s it.
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• Display a message
• Closed question: the user chooses in a list
• Open question: the user types an answer in a semi-free space
Can be limited to a pre-defined number of digits (eg. 2 for age)
When creating a dialogue, you can define a minimum and maximum number of characters
Some signs like “@” can be pre-filled
What interaction?
• Send pre-programmed SMS to a server
• Launch a voice call
• Launch a WAP navigation
• Launch a USSD session
What « call to action» (final action of the interactive scenario)? (*)
• Choices / selections / answers made by the user
• Clicks
• Handet’s IMEI and user location
Data collection
USSD
(*) In this case, details like the service’s phone number, wap adress, USSD command don’t appear in the message but are transparently
integrated in the command. The action is launched by simply pressing OK.
Mobile Retail Masterclass – March 2011
How? Anatomy of Interactive SMS
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multiple calls to action
Mobile Retail Masterclass – March 2011
How? Interactive SMS dialogue example
Opt-in Introducing
qualification
questions
Collecting
gender
Collecting
age
Collecting
interest
Thank you
10Mobile Retail Masterclass – March 2011
Objective Agenda
Today
Exchange views on Permission-based
marketing
Illustrate with case studies
• Why Permission-based marketing
• How Interactive SMS helps
• 5 steps to success
Brazilian mobile operator
Collect opt-in1
11
The challenge
• New regulation preventing anybody from
sending mobile marketing messages to grey
lists, and making double opt-in mandatory
17% opted-in, raising the
opt-in part of the customer base to 60%
The solution
• one iSMS campaign asking for customer’s
permission to contact them on their mobile
Today this operator continues to run
a quality CRM program on mobile
Mobile Retail Masterclass – March 2011
iSMS
French clothing retailer
The challenge
• High-end brand image
• Loyalty club with many advantages
• 200,000 mobile numbers database
• confusion over clear consent
Manage opt-in… and opt-out2
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SMS
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The solution• one text campaign to clearly validate customer’s
permission to contact them on their mobile again
Today 1.2.3 runs
a quality CRM program on mobile
15% opted-out
Next campaigns triggered no more opt-out (<0.4%)
Mobile Retail Masterclass – March 2011 12
Engage with your audience on the go, with a consistent set of touch points for all:
packaging
campaigns
coupons
content
geo-
location
SIM Marketing Pack
Manage mobile loyalty – for all3
Mobile Retail Masterclass – March 2011
iSMS campaigns
Increased revenues:
2-10 times more conversion
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Increased brand recall & loyalty:
consistent touch points positively
activated by your brand+
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consistently for all users, on a SIM app
Give control
Mobile Retail Masterclass – March 2011
4
Today New
My Goody Bag, a loyalty card in any mobile phone, under user control
My Goody Bag, a SIM app to:
• opt-in / opt-out – at any time• update Interests & Preferences • change preferred moments to receive offers• keep coupons in a safe place• click to mobile website • click to call a shop
with 100% of handsets
The end of guessing
what your customers
really wants
RECRUIT
QUALIFY
ENGAGE
EVALUATE
1
2
3
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Create an opt-in database to provide
reach and permission
Collect user data to allow
targeting
Create one-to-one dialoque
with users
Measure campaign results
Monitor satisfaction
ROIHigh response
High revenue & profit generation
Implement the virtuous circle of Permission5
15Mobile Retail Masterclass – March 2011
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Sample of current customers
Brands Operators
Mobile Retail Masterclass – March 2011
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Thanks
[email protected] - UK +44 7738 329 749
[email protected] - Europe +33 6 7337 8827
Mobile Retail Masterclass – March 2011
