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Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.
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Ge#ng It Right* In Mobile
Kane Russell, VP of Marke,ngWaterfall Mobile
* How To Extract Maximum ROI From Mobile Coupons
1Wednesday, October 26, 2011
Waterfall Mobile and the Msgme Pla;orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus,n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiTer
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica,on development๏ Short code provisioning, cer,fica,on
& audit management
Msgme
2Wednesday, October 26, 2011
Mobile Coupons:
1. Stats
2. Ingredients
3. Case Studies
4. How To Extract ROI
Objec?ves For Today’s Webinar
3Wednesday, October 26, 2011
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 marke,ngSocial media marke,ngMobile marke,ng
$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)
4Wednesday, October 26, 2011
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
5Wednesday, October 26, 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
6Wednesday, October 26, 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
7Wednesday, October 26, 2011
The 4 Ingredients of Mobile Coupons
๏ Mobile: interac,on via mobile requires an interac,ve approach
๏ Marke*ng: calls to ac,on s,ll rely on tradi,onal marke,ng principles
๏ Means: choose the best means – messaging, web or app
๏ Method: choose the best method – sta,c, dynamic or dynamic-‐verified
4 steps to success for any mobile coupon campaign
8Wednesday, October 26, 2011
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 Marke,ng Format That Led to a Purchase According to US Smartphone Owners
Source: eMarketer, 2011
9Wednesday, October 26, 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
10Wednesday, October 26, 2011
Means: Mobile Web
๏ Defini?on: coupon delivered via link to a mobile website
๏ Pros: HTML capabili,es
๏ Cons: one-‐to-‐many distribu,on
๏ Best for: graphical 1D and 2D bar codes
11Wednesday, October 26, 2011
Means: Mobile App
๏ Defini?on: coupon delivered within a downloaded mobile applica,on
๏ Pros: rich graphics experience
๏ Cons: requires web connec,on and app download
๏ Best for: loyalty programs for advanced users
12Wednesday, October 26, 2011
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
13Wednesday, October 26, 2011
Method: Dynamic Coupons
๏ Defini?on: each recipient receives unique coupon code
๏ Pros: excellent for tracking by user and customizing expira,on dates
๏ Cons: more expensive to set up/deploy; no integra,on with POS
๏ Best for: targeted offers, viral campaigns, redemp,on-‐focused (as opposed to traffic-‐focused) ini,a,ves
14Wednesday, October 26, 2011
Method: Dynamic-‐verified
๏ Defini?on: each recipient receives unique coupon pre-‐integrated with point of sale (POS) machine
๏ Pros: op,mal for tracking/customizing by user/purchase/expira,on date
๏ Cons: most complicated to set up/deploy
๏ Best for: campaigns needing detailed repor,ng
15Wednesday, October 26, 2011
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
16Wednesday, October 26, 2011
Case Studies
Splinter Cell
Wai?ng For “Superman”
McDonald’s
17Wednesday, October 26, 2011
Call to Ac?on: Splinter Cell
18Wednesday, October 26, 2011
Call To Ac?on: McDonald’s
19Wednesday, October 26, 2011
Call To Ac?on: Wai?ng For Superman
20Wednesday, October 26, 2011
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
21Wednesday, October 26, 2011
Case Study: Ubisol
๏ 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, TwiTer, 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?
22Wednesday, October 26, 2011
Case Study: McDonald’s
๏ Campaign: By submiong mobile number online would opt-‐in and receive coupon
๏ Objec?ve: drive store traffic to try new menu item
๏ Promo?on: TwiTer, Facebook, Web in Spanish and English
๏ Results: 30% opt-‐in rate aper receiving coupons
๏ Key concern: how can you mo,vate people to return aper geong free sandwich?
23Wednesday, October 26, 2011
Case Study: TakePart/Par?cipant Media
๏ Campaign: by tex,ng 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 educa,on system
๏ Promo?on: online, DVD, in theater, in-‐store
๏ Results: $142,929 addi,onal raised from par,cipants for a total of $832,254 donated toward classroom projects, impac,ng 699,738 students
๏ Key concern: what’s the strategy to get par,cipants to share campaign with others?
24Wednesday, October 26, 2011
The 4M’s In Ac?on
Mobile MarkeFng Means Method
UbisoI
McDonald’s
PM/TP
Database built out, but follow-‐up unclear
Clear, well defined CTA
Mobile messaging Dynamic
Spanish and English op,ons
No metadata capture, but
seamless sign up
Mobile Messaging
Sta,c with Dynamic Expira,on
Cross-‐channel integra,on
Cross-‐channel CTAs Mul,channel Dynamic
25Wednesday, October 26, 2011
Key Takeaways For Extrac?ng mROI
๏ Know your mobile: interac,ve, ongoing campaigns focused on maximizing customer life,me value
๏ Know your marke*ng: call to ac,ons 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 – sta,c, 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
26Wednesday, October 26, 2011
Any Ques?ons?
For more informa,on visit www.msgme.com
Or contact us directly: marke,[email protected]
More industry informa,on available on our blog @ blog.msgme.com
Case studies are available @ clicky.me/msgmecs
27Wednesday, October 26, 2011
