Embed Size (px)
Citation preview
Ge#ng It Right* In Mobile
Kane Russell, VP of Marke,ngWaterfall
* How To Extract Maximum ROI From Mobile Coupons
Waterfall and the Waterfall Pla1orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & AusKn๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiUer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applicaKon development๏ Short code provisioning, cerKficaKon
& audit management
Mobile Coupons:
1. Stats
2. Ingredients
3. Case Studies
4. How To Extract ROI
Objec:ves For Today’s Webinar
Growth of Digital Marke:ng in the US
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590$2,468$2,262$2,066$1,875$1,694$1,510
Email markeKngSocial media markeKngMobile markeKng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
Why Mobile Coupons?
Redemp:on
For adver3sers, mobile coupons offer a great ROI. Redemp3on rates are 10 3mes that of mail -‐ or newspaper -‐ distributed coupons.
User Experience
Text-‐based coupons are the fastest-‐growing and most obvious applica3on that is also easy to implement.
Source: Borrell Associates, 2011
Mobile Coupon Uptake
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Mobile coupons will be a key part of many digital marke:ng campaigns
Mobile marke:ng is the next fron:er in digital marke:ng
Source: DMA, 2011
Mobile Coupon Adop:on Rate
Source: eMarketer, 2011
Projected Users, USA (millions)
2010 2011 2012 2013
35.628.7
19.813.3
96.892.588.283.6
CAGR
5%
39%
Online Coupons Mobile Coupons
The 4 Ingredients of Mobile Coupons
๏ Mobile: interacKon via mobile requires an interacKve approach
๏ Marke*ng: calls to acKon sKll rely on tradiKonal markeKng principles
๏ Means: choose the best means – messaging, web or app
๏ Method: choose the best method – staKc, dynamic or dynamic-‐verified
4 steps to success for any mobile coupon campaign
Mobile Coupons Means and Method
Method
๏ Sta:c
๏ Dynamic
๏ Dynamic Verified
Means
๏ Messaging
๏ Web
๏ Applica:onText Message
Shopping App
LBS App
Nonshopping App 11%
15%
20%
32%
35%
41%
Mobile MarkeKng Format That Led to a Purchase According to US Smartphone Owners
Source: eMarketer, 2011
Means: Mobile Messaging
๏ Defini:on: coupon delivered via direct mobile message (e.g. SMS, MMS)
๏ Pros: most widely deployable from technology and user standpoint
๏ Cons: less rich graphics
๏ Best for: alpha-‐numeric based codes
Means: Mobile Web
๏ Defini:on: coupon delivered via link to a mobile website
๏ Pros: HTML capabiliKes
๏ Cons: one-‐to-‐many distribuKon
๏ Best for: graphical 1D and 2D bar codes
Means: Mobile App
๏ Defini:on: coupon delivered within a downloaded mobile applicaKon
๏ Pros: rich graphics experience
๏ Cons: requires web connecKon and app download
๏ Best for: loyalty programs for advanced users
Method: Sta:c Coupons
๏ Defini:on: every recipient receives the same coupon
๏ Pros: easiest to set up/deploy
๏ Cons: least insight into tracking
๏ Best for: build a list, get the word out, drive traffic
Method: Dynamic Coupons
๏ Defini:on: each recipient receives unique coupon code
๏ Pros: excellent for tracking by user and customizing expiraKon dates
๏ Cons: more expensive to set up/deploy; no integraKon with POS
๏ Best for: targeted offers, viral campaigns, redempKon-‐focused (as opposed to traffic-‐focused) iniKaKves
Method: Dynamic-‐verified
๏ Defini:on: each recipient receives unique coupon pre-‐integrated with point of sale (POS) machine
๏ Pros: opKmal for tracking/customizing by user/purchase/expiraKon date
๏ Cons: most complicated to set up/deploy
๏ Best for: campaigns needing detailed reporKng
Mapping The Op:ons
Low
Low
High
High
Consumer Reach
Technical R
esou
rces Req
uired Mobile App
Dynamic Verified
Mobile Messaging Static
Tracking/Repor:ng Capabili:es
HighLow
Case Studies
Splinter Cell
Wai:ng For “Superman”
McDonald’s
Call to Ac:on: Splinter Cell
Call To Ac:on: McDonald’s
Call To Ac:on: Wai:ng For Superman
Call To Ac:on: Incen:ves
Splinter Cell: receive a free in-‐game weapon
Wai:ng For “Superman”: $15 to benefit classroom projects
McDonald’s: free McChicken sandwich coupon
Case Study: Ubisoj
๏ Campaign: 2 weeks before release, gamers could text WEAPON to 44144 and receive unique code to unlock secret weapon
๏ Objec:ve: increase mobile subscribers and engagement
๏ Promo:on: Email list, TwiUer, Facebook
๏ Results: 80% opt-‐in rate; doubled mobile subscriber list on the first day; + 400% by end of 2 weeks
๏ Key concern: what’s the engagement strategy with subscribers going forward?
Case Study: McDonald’s
๏ Campaign: By submipng mobile number online would opt-‐in and receive coupon
๏ Objec:ve: drive store traffic to try new menu item
๏ Promo:on: TwiUer, Facebook, Web in Spanish and English
๏ Results: 30% opt-‐in rate aqer receiving coupons
๏ Key concern: how can you moKvate people to return aqer gepng free sandwich?
Case Study: TakePart/Par:cipant Media
๏ Campaign: by texKng POSSIBLE to 77177, users received a $15 code that they could redeem at DonorsChoose.org
๏ Objec:ve: ignite personal involvement in and social change for US educaKon system
๏ Promo:on: online, DVD, in theater, in-‐store
๏ Results: $142,929 addiKonal raised from parKcipants for a total of $832,254 donated toward classroom projects, impacKng 699,738 students
๏ Key concern: what’s the strategy to get parKcipants to share campaign with others?
The 4M’s In Ac:on
Mobile MarkeKng Means Method
Ubisoq
McDonald’s
PM/TP
Database built out, but follow-‐up unclear
Clear, well defined CTA
Mobile messaging Dynamic
Spanish and English opKons
No metadata capture, but
seamless sign up
Mobile Messaging
StaKc with Dynamic ExpiraKon
Cross-‐channel integraKon
Cross-‐channel CTAs MulKchannel Dynamic
Key Takeaways For Extrac:ng mROI
๏ Know your mobile: interacKve, ongoing campaigns focused on maximizing customer lifeKme value
๏ Know your marke*ng: call to acKons need to be clear and remember to focus on user experience
๏ Know your means: “mobile” means three things – messaging, web & app – all have pros and cons, choose what’s best for your campaign
๏ Know your method: “mobile coupons” means three things – staKc, dynamic & dynamic verified –all have pros and cons, choose what’s best for your campaign
Know your 4 m’s. Then deploy according to your best strategy
Any Ques:ons?
For more informaKon visit www.waterfall.com
Or contact us directly: [email protected]
More industry informaKon available on our blog @ waterfall.com/blog/
