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CRM EVERYWHERE - MOBILE AS PLATFORM
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HOW CRM CHANGES EVERYTHING IN LESS THAN 10 MINUTES MOVING ON MOBILE @august_west [email protected] APRIL 9, 2013
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This is a very short 7-8 minute presentation I gave on a panel at adtech this past month. The main thrust of this POV is that the internet is everywhere and if we don't adopt that strategy then we will fail. The implication is mobile and connected devices need to be thought of as a platform instead of another planning channel. Many refer to this as Mobile First but I prefer Mobile led Omni Channel Planning. The reason for this is many in the tech industry are still thinking in silos but because of the popularity of mobile say do mobile first. Hence the name Mobile First.
Transcript of CRM EVERYWHERE - MOBILE AS PLATFORM
HOW CRM CHANGES EVERYTHING IN LESS THAN 10 MINUTES
MOVING ON MOBILE
@august_west
APRIL 9, 2013
THE ROOTS OF CRM CHANGE
@august_west
The Internet IS NOW EVERYWHEREThe Internet IS NOW EVERYWHERE
The Internet IS part of EVERYTHING
INTERNAL (ENTERPRISE)
CONSUMER
EXTERNAL (ENTERPRISE)
EXTERNAL SYSTEMS
+
INFORMATION: BITS FREE OF SPACE AND TIME THAT CHANGES BASED ON USER NEED
EVERYTHING BECOMES CRM - Can’t Really Make it without mobile -
Pre-Arrival Post Departure
TRAVEL LIFECYCLE
Sell
BEFORE INTERNET EVERYWHERE
Dream
Shop &Consider
Book /Reserve
Plan & Prepare
Transit / En route
Arrival / Welcome
Stay & Enjoy
Departure
Re-live & Share
TRAVEL STAGESRE-DEFINED
AFTER INTERNET EVERYWHERE
WHAT DO YOUR COMMUNICATIONS LOOK
LIKE WITH INTERNET EVERYWHERE?
CHANGE
PLATFORM NOT CHANNEL
ONLINE
TV
EVENT
IN-STORE
RADIO
OOH
PRODUCT
DM
TIME/SPACE
EMOTIONAL
COGNITIVE
BRAND
Data the brand knows about the user + third party intelligence
The User:• Time/Space• Device Type/Cognitive• Emotional - Desires and needs
Media Types
The connector of media, user, time/space and brand
BRAND CAN NOW ASCERTAIN INTENT REGARDLESS OF MEDIA CHANNEL
IMPLEMENTATION IMPLICATIONS
FOR YOU
STOP THINKING IN SILOS
TAKE YOUR DATA OUT OF ISLANDS
salesin-store sales
online marketing
direct mail
TV
CONTENT STRATEGIES AND EXPERIENCES TO
ADDRESS THE CURRENT USER NEED STATE
EXAMPLE:
Devices NOW conform to the needs of users: How come your communications don’t?
ONE TEAM
ON-BOARD OR
FIRE YOUR IT STAFF
• Gene Keenan• M. 415.218.7369• [email protected]• @august_west• Linkedin.com/in/genekeenan
THANK YOU!
