Ge#ng It Right* in Mobile
Kane Russell, Director of Marke.ngWaterfall Mobile
*6 Must Haves for Effec2ve Cross-‐channel CRMfeaturing insight from Constant Contact's Michael Karampalas
1Tuesday, August 23, 2011
Waterfall Mobile and the Msgme Pla7orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus2n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiVer
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica2on development๏ Short code provisioning, cer2fica2on
& audit management
Msgme
2Tuesday, August 23, 2011
Michael Karampalas, Constant Contact
Michael Karampalas
Constant Contact๏ Launched in 1998 ๏ Leading email marke2ng, online survey and
event marke2ng tools๏ Expert personal coaching and support๏ 450,000+ customers worldwide
๏ LinkedIn: mkarampalas๏ Product manager with exper2se in email, mobile and social media๏ 5 years experience at Constant Contact๏ University of MassachuseVs, Amherst
3Tuesday, August 23, 2011
๏ State of digital marke2ng
๏ Mul2channel vs. cross-‐channel marke2ng
๏ 6 Must haves for effec2ve cross channel CRM
๏ Q&A with Constant Contact
๏ Key Takeaways
Objec>ves
4Tuesday, August 23, 2011
Digital Marke>ng -‐ The Consensus
Digital marke2ng innova2on is essen6al.
Source: Direct Marke6ng Associa6on (DMA)
US 2010
Canada 2010 3%
4%
23%
20%
74%
76%
Agree Neutral Disagree
Con2nuing to innovate is as important as doing what has worked in the past.(with regards to digital marke2ng)
US 2010
Canada 2010 6%
9%
30%
28%
65%
63%
You can build strong customer rela2onships on the internet.
5Tuesday, August 23, 2011
The Reign of Digital Marke>ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (U.S.A.)?
Decrease Stay the Same Increase
Source: DMA
6Tuesday, August 23, 2011
The Reign of Digital Marke>ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (Canada)?
Decrease Stay the Same Increase
Source: DMA
7Tuesday, August 23, 2011
Digital Marke>ng -‐ Mobile
With mobile as a key player in the future landscape.
Source: DMA
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
Mobile marke2ng is the next fron2er in digital marke2ng.
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Digital marke2ng campaigns will soon incorporate mobile coupons.
8Tuesday, August 23, 2011
Digital Marke>ng Budget Alloca>on
Just started to explore
New medium
Budget
Lack of knowledge
Conservative culture
Lack of capabilites
We prefer other mediums14%
3%
1%
14%
8%
9%
9%
20%
8%
2%
9%
17%
13%
13%
USA 2010Canada 2010
Source: DMA
Why isn’t more marke2ng budget allocated to digital?
But, digital marke2ng is unfamiliar and challenging.
9Tuesday, August 23, 2011
Emerging Digital Marke>ng Familiarity
Source: DMA
Very Familiar Use Often
16%
44%21%29%
9%25%
7%16%
Out of Home Media
Very Familiar Use Often
62%69%47%56%
40%66%
51%54%
Social Media Marketing
Very Familiar Use Often
23%40%
25%42%
25%44%
18%31%
Video
Very Familiar Use Often
19%36%
17%27% 21%33%
9%26%
Mobile Marketing
US Marketers US Agencies Canada Marketers Canada Agencies
10Tuesday, August 23, 2011
Established Digital Marke>ng Familiarity
Source: DMA
Very Familiar Use Often
49%55%75%
59% 49%46%
73%60%
SEO
Very Familiar Use Often
67%70% 78%84%69%
86% 87%88%
Very Familiar Use Often
47%57% 54%70%
47%64% 54%64%
Online/Display
Very Familiar Use Often
43%49%63%61%
47%59% 59%63%
SEM
US Marketers US Agencies Canada Marketers Canada Agencies
11Tuesday, August 23, 2011
Digital Marke>ng Budge>ng Concerns
0%
7%
13%
20%
Proof
it w
orks
Mea
sure
men
t Too
ls
Bette
r und
erstan
ding
Mor
e re
sour
ces
Bette
r res
ults
12%
14%
16%
2%
17%
4%
10%
14%
8%
20%
USA Canada
What would need to change in order for you to spend more on digital marke2ng?
Source: DMA
12Tuesday, August 23, 2011
Digital Marke>ng Frustra>ons
Source: DMAAgree Neutral Disagree
US 2010
Canada 2010 27%
38%
50%
50%
23%
12%
We are replacing tradi2onal in-‐store marke2ng with digital media.
US 2010
Canada 2010 33%
28%
46%
53%
22%
19%
Measuring digital marke2ng ROI is easy to accomplish.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Digital marke2ng needs to supplement other channels.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Customers are eager to engage with companies to develop interac2ve rela2onships.
13Tuesday, August 23, 2011
Digital Marke>ng StrategySo what’s the appropriate strategy? Address digital marke>ng’s core frustra>ons.
They are:
• Customers don’t want to engage
• Digital marke.ng shouldn’t supplant other channels
• Measuring ROI is challenging
• Need to see results
14Tuesday, August 23, 2011
Mul>channel v. Cross-‐channel CRM
Cross-‐channel marke3ng CRM places consumers at the center of the conversa3on, targe3ng messaging based on channel preference and permission.
It requires a broader, more diverse marke3ng vision that establishes a longer term and deeper rela3onship.
Mul>channel marke3ng CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.
It is a powerful yet impersonal form of marke3ng used primarily to gain consumers’ aDen3on for a par3cular ini3a3ve.
Channels
Brand
Channel Channel
Channel Brand}}CONSUMER
CONSUMER
15Tuesday, August 23, 2011
Mul>channel v. Cross-‐channel Approach
Move toward a cross-‐channel approach
Challenge Mul2channel approach Cross-‐channel approach
Customer engagement Op2mize channel’s features and benefits to increase customer engagement
Op2mize database’s targe2ng capabili2es to increase customer engagement
Adding/integra2ng new channels
Bolt on addi2onal channels to engage customers
Integrate channels as addi2onal means to engage customers
ROI measurement Channel-‐centric metrics, e.g. clickthrough rates
Customer-‐centric metrics, e.g. customer life2me value
Results understanding Understand how to beVer use a par2cular channel
Understand how to beVer interact with customer base
16Tuesday, August 23, 2011
6 Must-‐Haves for Cross-‐Channel CRMSo why doesn’t everyone adopt a cross-‐channel approach? It takes more >me and thought to develop.
The 6 Must-‐Haves Road Map:
1. Channel Integra.on
2. Data Integra.on
3. Channel Preference
4. Repor.ng & Analy.cs
5. Compliance & Regulatory
6. Customer Life.me Value Focus
17Tuesday, August 23, 2011
Channel Preference
Moving from mul>channel to cross-‐channel:
• Brands and customers can choose which channels to use
• Brands and customers can choose how and when to exchange messaging from the respec.ve channels
• Brands and customers can design and update tailored communica.on strategy
Defini>on: ability to op3mize message delivery according to brand and customer preference
18Tuesday, August 23, 2011
Channel Integra>on
Moving from mul>channel to cross-‐channel:
• Customers receive updates via email, social and mobile
• Customers sign up for updates via email, social or mobile from other channels
• Customers receive ongoing communica.on from mul.ple channels that builds upon itself much like a conversa.on
Defini>on: seamless crossover between the various communica3on channels
19Tuesday, August 23, 2011
Data Integra>on
Moving from mul>channel to cross-‐channel:
• Each channel maintains segmented customer database
• Channels can exchange data to update individual customer profiles
• Channels share data from one central customer database for targe.ng
Defini>on: real-‐3me updates to customer database from different channels
20Tuesday, August 23, 2011
Repor>ng & Analy>cs
Moving from mul>channel to cross-‐channel:
• Stock reports used for various industry-‐used metrics
• Stock reports with various customizable views around industry-‐used metrics
• Customizable reports that provide insight into selected & designed metrics
Defini>on: detailed and easy-‐to-‐use insight into the metrics that maDer for a par3cular brand
21Tuesday, August 23, 2011
Compliance & Regulatory
Moving from mul>channel to cross-‐channel:
• Each individual channel fully compliant
• Best prac.ces/ideas shared across the various channels to keep up with industry changes
• Cross-‐channel compliance strategy informs product to advance prepare for any updates or changes
Defini>on: full compliance across channels
22Tuesday, August 23, 2011
Customer Life>me Value Focus
Moving from mul>channel to cross-‐channel:
• Marke.ng campaigns via various channels
• Marke.ng campaigns within greater overall strategy via various channels
• Marke.ng campaigns, within greater overall strategy, via integrated channels
Defini>on: communica3on strategy focused on developing ongoing rela3onship with customers
23Tuesday, August 23, 2011
Constant Contact Q&A
24Tuesday, August 23, 2011
Key Takeaways
๏ Channel Integra2on
๏ Data Integra2on
๏ Channel Preference
๏ Repor2ng & Analy2cs
๏ Compliance & Regulatory
๏ Customer Life2me Value Focus
25Tuesday, August 23, 2011
Any Ques>ons?
For more informa3on visit www.msgme.com
Or contact us directly: [email protected]
More industry informa3on available on our blog @ blog.msgme.com
Case studies are available @ clicky.me/msgmecs
26Tuesday, August 23, 2011
Recommended
