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#MEHurdles
Overcoming Hurdles on the Road to Mobile Engagement
Follow Syniverse: @Mobile4Brands
Join the conversation: #MEHurdles
The third party names, marks and logos used in this presentation are owned by the various, respective parties.
Moderator: Mary Clark (@SyniverseCMO)Chief Marketing Officer, Syniverse
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#MEHurdles
Mobile is THE channel – digital is a technology
70% of email is read on mobile
During 2014 holidays, more than half of online traffic was mobile
Context is king and context is EVERYTHING
Mass market consolidation underway
Mobile expectations accelerating
Apps moving from phones to other devices
Mobile Isn’t a Digital Channel
Customer acquisition
Customer loyalty
Increase revenue
Reduce costs
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#MEHurdles
It’s more than a mobile app or website
Apps offer rich experiences, functionality but adoption low
Lack of useful or valuable offers
Generic and impersonalized contact
Heavy app proliferation and user fatigue
Customers want brand interaction
Expect and want relevant mobile discounts and offers
“In the moment” campaigns encourage customer activity
Essential to a unified strategy
Bridges the digital and physical worlds
Deliver a singular, personalized brand experience
Improve marketing effectiveness and operational efficiency
What is Mobile Engagement?
Reach customers where, when andhow they want to be reached
Did you know?
Fewer than 5% of consumers have retailer’s app installed
30% of US consumers don’t use apps because offers aren’t contextual
80% of smartphone owners want more mobile-optimized info while
shopping
23% expect mobile experiences to change based on location
Click-through rates for location-based offers 4x greater
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#MEHurdles
Today’s Expert Panelists
Rob Hammond (@tech2dollars)Senior Director Mobile Engagement, Syniverse
• Experienced sales and technology leader
• 30-year career with Microsoft, Sprint and more
• Media, analyst commentator and contributor
Kevin Davis (@jkevindavis)Head of Professional Services, Syniverse Enterprise & Intelligence Solutions
• 15+ years experience in consulting, business intelligence and analytics
• Retail industry experience with various roles at Lowe’s
• Named a “Top 25 Information Manager” by Information Management
magazine in 2011
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#MEHurdles
Advice for Overcoming ME Hurdles
Get Management
Buy-in
Define the Project
Create a Business Case
Show ROI
Quantify Results
Demonstrate Proof Points
Get Started
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#MEHurdles
Get Management Buy-in
Solve a real recognized problem
Provide examples
Minimize risk by limiting resource drain
Identify a “halo” solution
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Define the Project
Customer Profile
• Built a loyalty app for marketing team
• 1/5 of customers downloaded but usage only 4 to 6%
• Increasingly difficult to support and fund
• Email marketing automation program can send personalized promo and transactional messages and third-party offers
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#MEHurdles
Develop a Compelling Business Case
Did you know?
84% of mobile users actively use smartphones when shopping
Mobile app usage increases 16 times while shopping in-store
New app install and engagement costsper user up 59% and 33% YOY
Most adults consider an SMS as meaningful as a voice conversation
Enterprises using SMS can reach 95% of mobile users
90% of all text messages are read within three minutes of delivery
207 billion MMS sent in 2011 up to 276.8 million by 2016
In 2016, mobile email and MMS togenerate $32 billion and $21 billion in
revenue
Quantify the benefit
Pick realistic targets
Provide examples of quantifiable benefits
Lower the barrier to “Yes”
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#MEHurdles
Using data sharing to prove executive management
buy-in, business case development and ROI
Quantify the Results
Integrate mobile engagement with the current marketing ecosystem to get a richer, more complete picture of the consumer.
Capture mobile data and share it throughout the organization as part of the new shopper path to purchase.
Analyze and report on the captured data to support your ROI business case.
Integrate
Capture
Analyze
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#MEHurdles
Coordinate technical and business sponsors
Ensure awareness with mobile regulations
Build a mobile database
Internal communications around Halo app to ensure awareness/traction
Feedback results broadly and early
Getting Started
10 ways to get
customers to opt-in to mobile
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Case Studies
Leading U.S. Retailer
• 840+ stores
• $65k for every $5k campaign• Delivered 13.7M promo messages over
holiday
• 13 campaigns averaged 1M users
• 27 targeted segmented campaigns
In-store short code promotions and online website signup
Integration into Mobile Engagement
Leading Creative Cloud/ Software
• Marketing push service integrated on two of their apps
• Integrated campaign helped increase awareness and sales of more services to existing customer base
• Provided encryption and SAML (single sign-on)
Professional ServicesCreation of middleware solution
integrated into loyalty system to our mobile engagement platform
Financial Services
• 500k+ locations globally• Low usage/awareness of loyalty points
program• Proof of concept to virtualize loyalty
point balance redemption process via SMS
• 5.5% redemption rate; 2% opt-out
#MEHurdles
Text to Web
1200% ROI
Sales
5.5%Redeemed
points
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Case Studies
Clothing Retailer
• 500+ stores
• $66k for every $1k Campaign• MMS open rate = 97%• Customer growth rate 30% MoM
In-store short code promotions and online website signup
3 location-based text alertssent per month
Cosmetics Retailer
• 250 retail stores • 6 month pilot: increase acquisition
including on-line and in-store keyword to short code
• 73% of customers that opted into SMS made a purchase
• Recall rate = 81%
3rd Party Mobile Offers
Proof Point: Top 5 bank and carrier seeing $300k
in commissions per month
Media, Social and Web
Online Retailer
• Online promotion
• Redemption rate = 10.7%• 5,000 SMS subscribers in 24 hrs.• Sales generated = $200,000
#MEHurdles
30%
Growth Rate
73% Make a
purchase
5,000 Opt-ins
Customer
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#MEHurdles
Solve a recognized problem
Build a reasonable business case
Partner for expertise
Quantify results
Summary and Takeaways
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#MEHurdles
Thank You!
For more information, visit mobilebrands.syniverse.com