The Mobile Database and Multichannel Integration

Dick Goldsmith, The Horah Group

Kristy Young, ESPN

Patrick Flanagan, Simon Malls

Direct Marketing

The Channel agnostic approach to driving maximum customer

satisfaction and optimal marketplace results.

Larry Kimmel, President, DMA

Database

• No matter what channel you use you want to – Build a database to improve your ROI and

customer satisfaction– Effectively use that database to improve your

ROI and customer satisfaction

• Mobile should be no different when you’re talking DIRECT marketing

Mobile Marketing• Way people are consuming your message

– Not a platform– Not a list of devices

• Mobile does everything your laptop or desktop can do PLUS– SMS, MMS– Voice– Bluetooth– AppsHacker Group White Paper

Mobile Marketing• People have a highly personal relationship

with their devices• Can move seamlessly between on-line

and off-line worlds• Device is always on and always close • Available at the precide moment of

consumer impulse• Customers decide how and when to

interact Hacker Group White Paper

Is Mobile Direct?

• Mobile can be used as a mass media but– What can be more personal?– What can be more direct?

• What a great opportunity to deliver relevant information when and where a customer or prospect wants it – It’s always there– Its closer then your wallet

20 Years Ago

• 1991 the first fully graphical enterprise email messaging system was released

• According to a Symantec report, over 80% of the world’s email is now SPAM.

• How did we build those email databases?

Mobile Database

• So how do you build a mobile database so– You can send messages to the right people– At the right time– With the right offer

• That will get results

Today

• Give you the tools and strategies to grow your mobile database

• Provide strategies to utilizing online and offline media to engage consumers.

• Examples of how mobile can support and improve performance of multi-channel campaigns.

• How to build, segment and monetize an opt-in Mobile database across multiple platforms.

Who’s Going to do That?

• Kristy Young, Director, Product Management, ESPN Mobile

• Patrick Flanagan, VP of Digital Strategy, Simon Property Group

• Dick Goldsmith, President, The Horah Group

ESPN Mobile is…

• Video (live, and VOD): 13.6M monthly starts (Aug)• Applications: 36M total downloads (Aug)

• ESPN Alerts: 10M active subs, 1B msgs/mo (Sept)

• ESPN Mobile Web: 16.6M monthly visitors (July)

Personalization Drives Engagement

• Fandom is highly personal: Live, Local, Social

• Consistent and relevant Fan experience wins

• Serve the Fan by providing easy to discover content and design excellence

• Build a relationship with the Fans through credibility

why we <3 msging: sms, mms, push notification

• Interactivity does not require disengaging• Fans opt-in to receive updates they care about

• Messaging is the most ubiquitous of all mobile platforms and is easy to use

• 97% of messages are opened and read

• Stands alone or integrates with other mobile elements, online, print, radio, and TV

PUSH CONTENT

(ESPN initiated)

INTERACTIVITY

(two way)

PULL CONTENT

(Fan initiated)

MARKETING / DISTRIBUTION

Keys to Success• Strategy – know audience and set objectives• Utility - provide relevant content in exchange for

data (does value balance with ask?)• Design – clear, simple steps to participation• Engage – frequent communication • Special rules for SMS:

– Mobile Marketing Association – Consumer Best Practices Guidelines (www.mmaglobal.com)

– Immediate response required – frequent updates – Earn trust; no tolerance for spam

Have You Heard Of…

As of 3.19.11, SPG was the 187th largest firm w/ a stock cap of $30.3M

Quick overview - key annual mall traffic

Quick overview – current U.S. property footprint

Top Ten Mobile Database Best Practices

Allow for ubiquitous mobile # collection

Integrate TXT into existing media

Integrate TXT into existing media

24

Use a carrot to drive subscriber growth

25

Use a carrot to drive subscriber growth

26

Standee

Winning Standee

Test media & placement options

Don’t forget about email-2-txt

28

…Or social-2-txt

29

Drive growth thru games

Localize the keywords

Always allow for a response

Find a spot within radio

Using Direct Mail to Build Your Mobile Database

Marry Direct Mail and Mobile

QR Codes

3% Postage Discount

QR CodesPros Cons

• Quick and simple to create

• No cost when used• Multiple uses

– Websites– Text and images– Send email & messages– Dial phone #s

• Quick access to info for users– Social media– Merchandise info

• No info for marketer– Phone #

• Difficult to scan• Not EVERYONE has a

smartphone• One way street• How do QR Codes build

your opt-in database?

QR Codes

“Slapping a QR code on an ad is not a mobile strategy. It’s important to know what you are testing and what you want to achieve” Nicole Skogg, CEO Spyderlink, Mobile Marketing Summit 9/8/11

“We are seeing through our networks 3 to 5 million scans a month – those are numbers that start to matter.” Mike Wehrs, CEO, Scanbuy, Mobile Marketing Summit 9/8/11

Opt-In

• You can send mail to whoever you want– (You shouldn’t send it if they have opted out

of receiving mail)

• Unlike mail, you can’t send a person a text message to their phone– You MUST have opt-in permission

• People have to respond from a different media in order to contact you

Text (SMS) Messaging

• Much less expensive than direct mail• Much better delivery

– 30% of Email addresses change in a year– 18% of home addresses change in a year

• Deliver critical mass of consumers – 175MM Americans text (average texter is a 38 year old woman)

• Engage consumers across all mobile phones• 98% of all messages read

– 95% within 15 minutes

Per-keysTM

(Personalized Keywords)• Combine effectiveness of Mail with immediacy of

Mobile• Make direct mail interactive - better response • Use on any printed products – on catalog pages

too

• Dynamically generates text that personalizes and targets your messages

• “One-click” ordering• Build your mobile database faster

Build Your Database

• People respond better to personalized, targeted messages

• When people respond with a personalized keyword, you know who is responding

• Your response to them can be targeted since you know who they are

• You’ll get better database opt-in rates if people receive targeted opt –in requests

Marrying SMS and Mail

Direct Mail and SMS

Tips for Success with Mobile Commerce and Marketing

• Understand why mobile is important for your business and brand

• Have a clear understanding of mobile marketing & commerce

• Know your customer• Have clear objectives• Measure, measure, measure – and react• Benchmark with others• Have a strategy and plan, execute – GET

STARTED

Result…

The return on investment and cost savings to be achieved will far exceed your expectations.

Thank You!

Questions?