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Unlocking the power of mobile messaging presents companies with a worthwhile challenge. The mobile channels – SMS, IVR, Push, Twitter, Facebook, Passbook – return significantly more value when integrated across Marketing, Sales, Communications, Support and Operations. Seamlessly developing this requisite integration, however, requires the tactical coordination of ESPs, CRMs, traditional agencies, specialist agencies and specialist technology companies. Though developing a roadmap can feel overwhelming, to those companies that do succeed go the spoils: true cross-channel interactivity, the holy grail of mobile marketing and an imposing competitive advantage in a now-mobile world. The secret to success? Viewing mobile not as a communication strategy, but as a data strategy. Join us in this webinar as Matt Silk, CMO of Waterfall Mobile, reveals the optimal tactics for developing mobile to build relationships. Attendees will walk away with a clear understanding of what cross-channel mobile messaging actually means, as well as the required steps to get there.
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Mobile’s Data Game: How to play by the rules and winMatt Silk, CMO@waterfallmobile
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Waterfall Mobile
Corporate๏ Founded August 2005๏ O!ices in SF (HQ), Austin & NYC๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS,
IVR, Passbook, QR Codes, Coupons & Social
๏ Access @ waterfallmobile.com๏ Personalized engagement for mobile๏ Intuitive user interface๏ Full-service compliance support, including
provisioning, certification & audit management
Platform
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
Thursday, July 11, 13
Cross-Channel Benefits: Customers
Cross-channel marketing & CRM: places customers at the center of the conversation, targeting messaging based on channel preference and permission
Multichannel marketing & CRM: the use of di!erent and disparate channels to simultaneously push the same message to the consumer
Channels
Brand}CUSTOMERS
Channel Channel
Channel Brand}CUSTOMERS
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Thursday, July 11, 13
Marketing
Operations
SupportSales
Cross-channel Benefits: Companies
Enrich Customer Profiles
Drive Costs Down
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
$48,627$85,300
$139,003
$216,931
$311,566
$400,971
Millions of Dollars
Growth of Mobile Marketing
$2,405 $3,957 $6,693 $10,456 $15,162 $19,806
Sales Impact
Investment
CAGR
52%
2010 2011 2012 2013 2014 2015
Source: MMA “Mobile Marketing Economic Impact Study.” May 9, 2013.
Thursday, July 11, 13
Chasing the “Holy Grail”
★ SMS★ Passbook★ IVR★ Push★ Facebook★ Twitter
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
PollHow many channels (e.g. Email, SMS, Passbook, Push, Twitter, Facebook, Instagram, YouTube) do you use to interact with your favorite brand?�
A) 0B) 1-2C) 3-4D) 5+
Vote using your GoToWebinar control panel!
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Channel Pros Cons
Email Channel of record Clutter of the inbox
IVR Branding and personality High user touch
SMS Ubiquity and open rates No rich media
Passbook Rich media and location Low penetration
Push Immediacy and location No interactivity or history
Facebook Scale Not 1-to-1
Twitter Scale Not 1-to-1
Mobile Messaging Comparison
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Forget the Channel
Customer Interactions on All Channels
Richer Profile Data for Targeting
Drive
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase I:�Getting to Cross-channel
Matt Silk
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase II:�Getting to Cross-channel
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase III:�Getting to Cross-channel
4154871200
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
CHANNELS - CASE STUDY
Anheuser-Busch
Sweepstakes and beyond
Tactics
• Anheuser-Busch launches a new mobile campaign every few days
• Vary campaign type, from sweepstakes to subscriptions, MMS, dynamic coupons and interactive voice response
• Calls to action promoted across channels, including signage, digital signage, online, social media
Results
• Campaign depicted to the right received 85K calls in two hours and 200K after five days
• Success of campaigns shared across brands in portfolio to proliferate best practices
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Instant Win
Tactics
• Provide compelling incentive to opt-in customers• Strong database-building initiative • Immediately notify users if they have won a prize• All facets - prizes, frequency, pacing, etc. -
customizable
Strategy
• Promoted in store; each store used own keyword
• Customers texted LB + store number to 44844
• Spurred customers to shop with newly won items
• Instant notification of prize and redemption code
• Tracking and reporting provided by Waterfall revealed which stores gained the most traction
Results
• Two-week campaign increased database size by 362%
• Acquired valuable location data (store ID#) to target future messaging
CHANNELS - CASE STUDY
Lane Bryant
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
CHANNELS - CASE STUDY
PETA Action Alerts
Integrated SMS & Email
Tactics
• User information captured upon sign up via any mobile or online channel
• New data synched with CRM in real-time
• Email-capture campaigns launched via SMS
• Targeted outbound messaging and metadata synched to mobile CRM
• Action Alert emails extended to mobile via “Reply Y” process
Results
• 1st Campaign: 19% conversion rate, with 43% acting within two minutes
• 24%, 13% and 25% conversion rates for subsequent campaigns
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Why Cross-channel Over The Long Term
1ST GEN
Direct Mail2ND GEN
Telemarketing3RD GEN
Email4TH GEN
Social5TH GEN
SMS/Push6TH GEN
---
Customer focus = channel agnostic
Evolution of Direct Marketing Channels
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Mobile Messaging is a Complex Ecosystem
ASP
ESP
CRM
AGENCY
Brands or Marketers ApplicationProviders
Aggregators Carriers Customers
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Value Chain Analysis and Management
ASP
ESP
CRM
AGENCY
Brand or Marketer ApplicationProviders
Aggregators Carriers Customer
✓ Value Proposition
✓ Motivations
✓ What they don’t tell you
✓ Management approach
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next steps
Webinar Agenda
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
The Mobile Wallet
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
1-to-1 Communication
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Why Cross-channel Over The Long Term
Augmented Reality
Card-linked O!ers
Mobile Payments
NFC/RFID – Location
Mobile UniqueIdentification ?
Customer focus = technology agnostic
Next Generation Mobile Marketing
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channelChasing the “holy grail”
The Mobile ChannelsSMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value ChainManaging the players e!ectively
Mobile In The FutureWhere we’re headed
Key TakeawaysActionable next stepsKey TakeawaysActionable next steps
Webinar Agenda
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
PollHow far along is your favorite brand in developing a cross-channel mobile strategy?
A) Currently does itB) Coming in <12 monthsC) Coming in 12+ monthsD) Doesn’t seem to be on the radar
Vote using your GoToWebinar control panel!
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Overcome Analysis ParalysisTest and learn
Implement Cross-channelPhase in three stages
Message from a data perspectiveSMS, IVR, Push, Twitter, Facebook, Passbook
Optimize the value chain Select the right partners
Focus on customersFlexibility for adapting to and integrating changing technologies
Key Takeaways
actionable next steps
Thursday, July 11, 13
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Don’t just message. Have a conversation.
For more information visit www.waterfallmobile.com
or
contact us directly at [email protected]
Thursday, July 11, 13
