Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency BUILDING...

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Transcript of Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency BUILDING...

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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency BUILDING MOBILE INTO YOUR CRM Tim Dunn
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 1. Personal
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 2. Immediate
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 3. Actionable
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency..and now...
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 4. Social
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 5. Transactional
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency The current mobile landscape Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years This uptake will be driven by the need to access digital content such as social networks and video on the move
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Importance of mobile web
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Understanding how your users consume mobile
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Ribena o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Colour Catcher o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image Case Study: O2
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Walkers o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Shelter o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Rimmel o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency CAMPAIGN DEVELOPMENT Tim Dunn
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Campaign Planning o What are the campaign objectives? o Who are the target audience? o How does mobile fit into broader activity o Is there already a creative idea?
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Mobile Campaign Planning What kind of mobile experience can we offer? Is there a creative idea that is relevant to our objectives? Ideation What devices do our audience have? Where can they be found within the mobile landscape? Audience Decide between SMS, Mobile web, Apps etc Promotion decisions: on-pack, ATL, mobile advertising etc Channel Agency partners, specialists etc Whats the follow-up strategy for consumers? Execution What does success look like for this campaign Measurement
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Ideation: O2 Niggle Nobble o Objectives Raise awareness of O2 Broadband Acquisition o The campaign Niggle Nobble AR iPhone game o The Strategy Tie in with above the line and field marketing Drive users to social channels
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Audience and Channel o Objectives Gain advocacy for the anti-Knife Crime message It Doesnt Have to Happen Do it in a youth-friendly and non- preachy fashion o The campaign A mobile music studio featuring Beats, Loops, Synths and FX Given away via geo-targeted Bluetooth locations o The Strategy Connect users to mobile content incorporating the message Place the message into the users real- life world
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Execution: Working with mobile agencies o You will almost inevitably have to work with at least one mobile specialist to deliver any campaign o Main players with their specialisms are listed below:
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Analytics: SMS
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Analytics A range of other analysis types are available
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency The platforms SMS platform Set up keywords on shortcodes Set up campaigns of different types Send bulk messages out Run mobile CRM Suppliers: MIG, 2ergo, MX Telecom, WIN, Oxygen8, Velti Mobile CMS Create mobile site map Load up images and text on to pages Integrate feeds Review and publish Suppliers: MIG, MOMAC, Wapple, Velti App Studio Create your own app Wireframe Load in content and feeds Import bespoke features Publish to multiple platforms Suppliers: MIG, Grapple
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Building apps An app SDK is a toolkit for your imagination: Touchscreen with single and multiple contacts Three-way orientation and movement GPS current location and movement Launch other functions: maps, web, YouTube, iTunes Feed integration Compass Media playing Audio capture Camera and photo Contacts and viral Other potential features: Social network integration Notifications Augmented reality iPod integration IM clients Image recognition Barcode scanning or display In-the-picture
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Some Design ideas Make product view easy to navigate and implement recommendations If you have a product, sell it! Dont let your site stand still, feed it with fresh content all the time Simple navigation to core content areas
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency More design ideas User can manage their own settings to personalise their experience News-feed style view aggregates content from blogs, social networks, and CMS Clear and clean branding Access to local branches or services via built in GPS Click through to the Direct diagnosis tool
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Example platform: Velti SMS
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency THE MOBILE FUTURE
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Wearable technologies
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency No Battery life?
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency But really...
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 1: Data
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 1: Data o Download speeds of 100-150 mBit/sec o Will enable: HDTV for mobiles Connect your Playstation Steaming video o 4G will likely involve a hybrid solution with WiFi or WiMAX
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 2: Augmented Reality AR View Web data feeds Compass orientation GPS location Camera view
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Smartphones Digital Mapping User Experience Social networks Mobile Advertising Positioning Technology App Stores Network improvement Innovation 3: Location
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  • Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 3: Location-Based Communities
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  • Part