Mobile apps in direct marketing

The Brain System

What are the most important considerations in your

communication with your target group?

MOBILE

You want to use the channels, your target group is spending time with:

The more personalized the content is

The faster the process isThe bigger the reach is

the better

Ordinary channels and tools are usually slow and cannot be

personalized.

BrainCampaign Management System for Personalized

Mobile/eDM content, using an

Intelligent Back End Database

The process

Internal Database

Brain Database

Campaign Management Module

Output• Mobile• eDM

CustomerResult(analytics)

+data +tags

+content

+reach+action

Internal Database

Usually there are already existing customers’ data within the company. But:• It could be a secure internal database with limited

access• To modify it, add filters or new fields to this database is

hard, expensive and takes a long time (may be even not possible because of a centralized system)

OUR SOLUTION IS A PURPOSE BUILT CUSTOMER DATABASE WHICH AUTOMATICALLY

AND REGULARLY RECEIVES NEW DATA FROM THE INTERNAL DATABASE.

BRAIN DatabaseIt contains the original data from the internal database with collected soft data addedDATA TYPES• Purchase history• Demographic Data

• Age, gender, etc

• Loyalty program data• Brand relationship, interest, • Product usage • Tags

CUSTOMERS ARE TAGGED BASED ON BEHAVIOURAL PATTERNS TO MAKE THE CAMPAIGN

CONTENT HYPER-PERSONALIZED

DATA Sources:• Loyalty program• App query• App profile• Web entries• …..

Campaign Management Module: CMMThe CMM automatically tags the customers based on the old and upgraded data, using behavior indicators set by the administrator - so the campaign can be sent to customers having the same tags. Example:

– We can set rules, that any customer, who bought dog food in the last 1 month, or who asked for a free vip ticket to a dog show, or visited a dog connected site is a dog owner.

– After the weekly automatic data upgrade, the rules are applied again on the full database – so new customers could be tagged as dog owners.

– We can freely target these dog owners with any in App/eDm content

THE SYSTEM SENDS OUT THE PRE-DEFINED CONTENT TO THE TAGGED CUSTOMERS THROUGH

VARIOUS CHANNELS.

Brain Database and CMM

Mobile AppThrough a personalized, dedicated app – which has other useful functions – customers can receive various types of messages/campaign content from the CMM

• Push Notifications• Location Based Notifications based on

iBeacons, GPS, etc.• Refreshing App Content– Ads, photos, videos– New Products, invitations, questionnaires

• Etc. …

Mobile App Content

CAMPAIGN CONTENT

• Special Discounts • Coupons • Personalised Offers • New Product

Campaigns• Invitation to events• Polls on products• Social integration• Limited offers• Prize draw

FUNCTIONAL/EXCLUSIVE/FUN

CONTENT

• Product related functions• Exclusive multimedia

content• Product catalogues• Game

There are various content possibilities to be sent out/integrated into the app – these can depend on individual purchase history

Mobile App Content - ExamplesIndvidually targeted discounts

We invite you to our VIP

event – click for details.

Discounts

CouponsPrizeDraw

InsightsEvents

Catalogue

Discounts

10%

Product 1

Mobile App Content - Examples

Events15th/June 2015

InsightsCataloguePlease, fill in the

questionnaire below

CustomerAfter receiving the message/content through the Mobile App or eDm, there are various potential actions for the customer.• Increased Product awareness• Purchase• Visit to the store• Brand Engagement• Feedback

Result/AnalyticsThe achieved outcome can be easily checked with the app. App use is analyzed deeply – with time/location based data included.• Most liked products• App launch frequency• Number of used coupons• Visits to stores, events• etc

Brain helps you to directly target your potential customers, with individual messages, through a channel – smartphones

and Mobile apps – with the strongest connection to your target group

The process

Internal Database

Brain Database

Campaign Management Module

Output• Mobile• eDM

CustomerResult/analytics

+data +tags

+content

+reach+action

Please, let us know your comments, questions – so we can prepare our

individual proposal for you.

Sab Budahazywww.arworks.com

szbudahazy@arworks.com