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The Mobile Database and Multichannel Integration

Dick Goldsmith, The Horah Group

Kristy Young, ESPN

Patrick Flanagan, Simon Malls

Direct Marketing

The Channel agnosticapproach 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

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

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

interactHacker 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

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?

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.

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

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

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

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

Quick overview - key annual mall traffic

Quick overview – current U.S. property footprint

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Mobile• Mobile Shopper Club℠ (TXT)

• Optimized Web• Native App

• Shopkick (partnership)

Web (simon.com)• B2C & B2B• Retailer Showcase• Gift Card Sales (Consumer & Volume)• Simon Central & Web Tools

Social | Communications• Facebook + Facebook Places• Twitter• Foursquare• Google Places• YouTube• Email

In Mall Networks• OnSpot / Mallvision 360• Wi-Fi

3rd Party Distribution• Akoo, enVu & Found• Nintendo 3DS• Point Inside & Fast Mall

Shopper Connections• Email Addresses• Mobile Phone #’s

• Facebook Likes• Twitter Followers

• Foursquare & Google Places Check-In’s• Shopkick Check-In’s, Walk-In’s & Scans

• Google Places & Yelp Reviews

Beta Trials• Yelp & Bing For Businesses

• SCVNGR• Placepunch

The DNA Of Digital Marketing At Simon

Top Ten Mobile Database Best Practices

Allow for ubiquitous mobile # collection1

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Integrate TXT into existing media2

Integrate TXT into existing media2

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Use a carrot to drive subscriber growth

34%conversion to

mobile subscriber

3

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Use a carrot to drive subscriber growth

3

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Standee

Winning Standee

Test media & placement options

60% more subscribed to txt only vs. txt + email address

Best ad (standee) placement performed 65% better than worst placement

4

25% of email open recipients responded and

txt’d in

Don’t forget about email-2-txt 5

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28

15% of the overall entries to this sweeps came via

text from Facebook

…Or social-2-txt6

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7

Unique for Jokes: 1,482 Total for Jokes: 5,560

Unique Trivia: 1,236 Total Trivia: 7,344

Drive growth thru games

# of Active Keywords:

2010: 400+2011: 4,500+

Localize the keywords8

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In 2010, Simon pushed 116,914 messages

and received75,245 back

Always allow for a response9

Find a spot within radio

Two holiday radio ads that had TXT call to action got a 68% opt-in response rate

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Using Direct Mail to Build Your Mobile Database

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Marry Direct Mail and Mobile

QR Codes

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3% Postage Discount

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

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

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

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

Marrying SMS and Mail

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Direct Mail and SMS

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.

Thank You!

Questions?