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Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
BUILDING MOBILE INTO YOUR CRM
Tim Dunn
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
1. Personal
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2. Immediate
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3. Actionable
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..and now...
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5. Transactional
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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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Importance of mobile web
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Understanding how your users consume mobile
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Ribena
o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Colour Catcher
o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Walkers
o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Shelter
o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Case Study: Rimmel
o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
CAMPAIGN DEVELOPMENTTim Dunn
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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?
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Mobile Campaign Planning
•What kind of mobile experience can we offer?
•Is there a creative idea that is relevant to our objectives?
Ideation•What devices do our audience have?
•Where can they be found within the mobile landscape?
Audience
•Decide between SMS, Mobile web, Apps etc
•Promotion decisions: on-pack, ATL, mobile advertising etc
Channel
•Agency partners, specialists etc
•What’s the follow-up strategy for consumers?
Execution
•What does success look like for this campaign
Measurement
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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:
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Analytics: SMS
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Analytics
• A range of other analysis types are available
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
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
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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
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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
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Example platform: Velti SMS
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THE MOBILE FUTURE
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Wearable technologies
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No Battery life?
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But really...
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Innovation 1: Data
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Innovation 1: Data
o Download speeds of 100-150 mBit/sec
o Will enable:• HDTV for mobiles• Connect your Playstation• Steaming video
o 4G will likely involve a hybridsolution with WiFi or WiMAX
Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency
Innovation 2: Augmented Reality
AR View
Web data feeds
Compass orientation GPS location
Camera view
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Smartphones
Digital Mapping
User Experience
Social networks
Mobile Advertising
Positioning Technology
App Stores
Network improvement
Innovation 3: Location
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Innovation 3: Location-Based Communities
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Innovation 4: Payment
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Innovation 4: Payment