Hello Mobile Thirst, Let’s talk Mobile Relationship Marketing2012.06.15

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1. Understanding mobile2. Mobile RM starting points3. Mobiento’s RM offering

AGENDA

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MOBILE RM3

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A brand’s mobile relationship marketing strategy starts with understanding:

UNDERSTANING MOBILECONTEXT

- the target group behavior

TECHNOLOGY- the tools

COMMUNICATION- the message

CHANNEL - the media

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CONTEXT - THE BEHAVIOR

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75% online everyday

67% uses email

82%uses social

media

The smartphone target group 2012 in Sweden

51% have smartphones

> 1/3 of Aftonbladets web stats are

mobile

2012: Smartphones

> PC’s

90% have researched a

product

59%smartphone

shoppers made a purchase last

month

27% have made an online purchase with their smart-

phone

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ME, HERE, NOW

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COMMUTING

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TV SOFA

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Creative Mobile Agency

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POINT OF SALE

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COMMUNICATION - THE MESSAGE

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REPETETIVE NOW BORED NOW

URGENT NOW12

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Repetitive now

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Bored now

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Urgent now

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Trigger purchase - but let the customer decide POS

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CHANNEL - THE MEDIA

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RM channels

DM

email Mobile

Online tools

Event

QR

Mobil

mail

Loca-

tion

AR

RM channels with mobile touch points

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Response services

Push notifications

SMS

Focus of this presentation

Mobile RM Channels

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SMS

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SMS examples

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PUSH NOTIFICATIONS

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Push notification examples

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Total audience

Reach & ROI comparison SMS and push notifications

Loyalty club customers

Customers with SMS

Downloaded app

Accepted push notifications

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SITE APPWay forward for

loyalty program ?

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MOBILE RESPONSE

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QR CODES, CLICK!TO-CALL, SMS RESPONSE IMAGE RECOGNITIONSHORT URLS

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QR code response examples

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http://www.youtube.com/watch?v=KRA0SZhKNyo

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TECHNOLOGY - THE TOOLS

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LEGACY SYSTEMS + MOBILE TOOLS = EFFECTIVE MOBILE RM

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Summary

CONTEXT- the target group behavior

TECHNOLOGY- the tools

COMMUNICATION- the message

CHANNEL - the media

ORGANIZATION- the people

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STARTING POINTS

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NO CUSTOMER DATABASE TODAY

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SMS opt-inMobile number

Adding customer info

Dialogue in multiple channels

Loyalty program

Point-of-sale integration

LOW THRESHOLD ENTRY

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Doctors Without Borders

1. Campaigns for one off donations

2. Low monthly donations with value

3. Full monthly donation from account

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CUSTOMER DATABASE TODAY, NO MOBILE DIALOGUE

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ACTIVATE THE MOBILE POTENTIAL: SOFT OPT!IN OPENS FOR VALUE DIALOGUE

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Från: AMF

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Från: AMF

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CRM

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MOBIENTO RM OFFER

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MESSAGING GATEWAY - connect to CRM systems over API’s

PUSH NOTIFICATIONS- push not. dialogue web tool

MOBILE LOYALTY CLUB- system for mobile first CRM

RESPONSE MECHANISMS- (QR codes, sms response, etc.)

LIST MANAGEMENT- address db, number look-ups, etc.

MOBIENTO MESSENGER- messaging dialogue web tool

ST

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RM

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ntials

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frans.borgstrand@mobiento.com

Speak soon!

Frans Borgstrand