Mobile Marketing: Customer Engagement Trends
•Download as PPTX, PDF•
1 like•534 views
Back to 2014, please feel free to check my presentation about mobile marketing tactics that retailers and brands use in order brands to interact with the customers. The presentation took place in Roche Greece premises as part of a #digital_academy, in collaboration with Athens University Of Economics and business. Feel free to share your thoughts ;) Let's be in touch! ➥ www.george-argyrakis.gr ✉ Email: george.argyrakis@gmail.com Linkedin: https://www.linkedin.com/in/argyrakis/ Topics - Mobile trends - OTT (Over-The-Top services) - Messaging - What is next? - Takeaways
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Mobile Marketing: Customer Engagement Trends
- 1. 11 1 The mobile engagement company J u n e 1 7 , 2 0 1 4 mGage:The mobile engagement company #Roche-AUEB_Digital_Academy Mobile Marketing: Customer EngagementTrends George Argyrakis TechnicalAccount Manager gargyrakis@mGage.com @g_argyrakis (#AUEBmGage)
- 2. 22 The mobile engagement company 2 • MobileWorld • mGage:Who we are? • Success stories • Messaging Engagement • Mobile Future • Q&A Agenda
- 3. 33 The mobile engagement company 3 Text TTAUEB to 54045 Get presentation via SMS
- 4. 44 The mobile engagement company 4 What do people do On mobile? Success Stories - Clients
- 5. 55 The mobile engagement company 5 Success Stories - Clients Business Insider - The Future Of Mobile - 2013 90% of all text text messages are read within 3 minutes of being received on the the mobile phone
- 6. 66 The mobile engagement company 6 How many minutes mobile users spend daily on their smartphone? Success Stories - Clients
- 7. 77 The mobile engagement company 7 Success Stories - Clients Business Insider - The Future Of Mobile - 2014 We Spend 1 hour per day on our smartphone We spend 30 minutes on tablet tablet 17 minutes on smartphone each time we use it
- 8. 88 The mobile engagement company 8 Mobile only? Google - The New Multi-Screen World Study 2012
- 9. 99 The mobile engagement company 9 Who we are? Success Stories - Clients
- 10. 1010 The mobile engagement company 10 B r a n d s A g e n c i e s Mobile ecosystem http://telecominfo.wordpress.com
- 11. 1111 The mobile engagement company 11 How messaging works
- 12. 1212 The mobile engagement company 12 M M S M u l t i - S t e p S u r v e y s ( m ) W e b F o r m s P u s h N o t i f i c a t i o n O T T s e r v i c e s M o b i l e C o u p o n s P r e m i u m S M S 3 r d p a r t y A P I i n t e g r a t i o n D i r e c t T E X T ( G a t e w a y ) M u l t i c h a n n e l i n g f l o w s B r o a d c a s t s , 2 w a y p r o g r a m s M o b i l e W e b / A p p
- 13. 1313 The mobile engagement company 13 Success Stories – Messaging 50%Year-over-year growth 30Mmessages in 2014 >25M Messages delivered through mid-2014 7xHigher response rate on SMS vs. email >140k messages per Month 1,8Mmessages in 2013 +399% Year-over-year growth >75K User requests
- 14. 1414 The mobile engagement company 14 Success Stories – MobileWeb 7,8M views per month(US) 5,5M views per month(CA) 2xTime spent on site compared to industry average 7.8M views per month (5,5M unique) 23Kmonthly subscription (Subway card)
- 15. 1515 The mobile engagement company 15 What do you do after you receive a text alert? Success Stories - Clients 28% - Purchase the product promoted in store 23% - Recommend the store to others 34% -Visit company website for more info 33% -Visit company website to purchase http://econsultancy.com – May 2011
- 16. 1616 16 The mobile engagement company 84% of smartphone shoppers user their device to help shop while in a store 90% of smartphone shoppers Use their device for pre-shopping activities Almost half use mobile for 15+ minutes per store visit Google – Mobile In-Store Research April 2013
- 17. 1717 The mobile engagement company 17 Shoppers who use mobile more buy more! Success Stories - Clients
- 18. 1818 18 The mobile engagement company Drive customer to the store Increase mobile engagement within the store How Retailers use messaging to:
- 19. 1919 The mobile engagement company 19 Drive customer TO the store • Alerts viaSMS&pushnotifications • Discount &Coupons • MultimediaMessagingServices(MMS) • Buildexclusivediscount/Offer clubs • Redeemloyaltypoints in–store • Rewardextrapoints • Geo-fencing &LBS (Locationbasedservices) • Pushnotification&GPS trackingmechanism(apps)
- 20. 2020 The mobile engagement company 20 Engage customers WITHIN the store • Text-to-join a community • Treasure hunts based on SMS • Promos & discount coupons via push notification(geo-fencing) • In-store contest e.g. MMS • Text product code to • Purchase online (m-commerce) • To receive product info • Pay via SMS • Premium messaging solution (e.g.direct billing) Retail Treasure Hunt: Next clue can be found in Aisle 2. Save 50% and stay clean. Text keyword and get new clue!. Retail Treasure Hunt: Congratulation you just win 5$ discount. Show the message to the cashier to redeem Coupons Thanks for joining BBW saving club. Show this text to get 15%off. Reply STOP to opt-out
- 21. 2121 The mobile engagement company 21 What is next? Success Stories - Clients
- 22. 22 The mobile engagement company OTT ( messaging app)
- 23. 2323 The mobile engagement company 23 Carrier Rank Carrier /Messaging App Subscribers in in Millions 1 China Mobile 763M WeChat (China) 600 WhatsApp (US) 500 2 Airtel (India) 485 3 Vodafone 453 Line (Japan) 400 Viber 300 4 China Unicom 276 TangoTxt (US) 200 KiK (Canada) 145 Nimbuzz(India) 150 15 Verizon 115 20 AT&T 107 BlackBerry (BBM) 113 Huge mobile engagement Close to millennials (GenerationY) Multimedia content (video, images etc) Free or low cost services Simple to use no regulation Connect people with brands OTT ( messaging app)
- 24. 2424 24 The mobile engagement company Wearables Smartwatches & wristbands Eyewears (Google Glass) Medical devices Health and Fitness Apps
- 25. 2525 The mobile engagement company 25 IoT - Internet-of-Thing “Everyday objects have network connectivity, allowing them to send and receive data” Oxford dictionary
- 26. 2626 The mobile engagement company 26 KeyTakeaways Messaging: Fast and Immediate engagement Messaging remains a Strong channel in a Multi-channeling world Mobile marketing is part of the Shopping Experience Messaging can be used to Drive customers to the store & engage them in the store OTT, Wearables, Internet-of-things and are coming next
- 27. 2727 27 The mobile engagement company Keep in mind Kiss – Keep It Simple Stupid Create experience Tell a story Change hat think like your audience Learn from your audience Go Visual & Social
- 28. 2828 28 The mobile engagement company Q&A Thank you “Marketing is no longer about the stuff you make, but the stories you tell” Seth Godin (Entrepreneur, marketer, and public speaker) George Argyrakis TechnicalAccount Manager gargyrakis@mGage.com @g_argyrakis (#AUEBmGage)
Editor's Notes
- Introduce yourself and the team Jump to next slide and give a short description of the presentation
- Interactive presentation What we do with our mobile Investigate some messaging solution President the most interesting mobile trends Keep it Simple
- Interactive presentation What we do with our mobile Investigate some messaging solution President the most interesting mobile trends Keep it Simple
- Interact with the audience – Request for their feedback
- Type of messaging: SMS (short messaging services) MMS Push notification ( rich push media images, video, inbox etc) Instant messaging OTT 90% of all text messages are read within 3 minutes of being received on the mobile phone SMS has an open rate around 98% in one hour Mail open rate is around 20% and remains around 30% within the first 12 hours Tweets: 29% are read Fb: 12% are viewed So Messaging is a direct and immediate way to reach customer and get them to take action
- Discuss about multiscreen models Multiscreen world Smartphone, tablets, pc, TV screens and wearables
- 1 hour on smartphone – Note: tablets are not included We spend average minutes per interaction 43 minutes TV 39 minutes PC laptop 30 minutes tablet 17 smartphone You should be mobile only? No, this is a multiscreen model.
- 1 hour on smartphone – Note: tablets are not included We spend average minutes per interaction – 4 devices and coming more 43 minutes TV 39 minutes PC laptop 30 minutes tablet 17 smartphone You should be mobile only? No, this is a multiscreen model.
- Mobile eco-systems http://telecominfo.wordpress.com/2012/03/02/the-mobile-app-ecosystem/
- Visual Diagram
- Generic Connectivity: Reach out 180 countries Direct connectivity with Sprint, AT&T, Verizon not with T-mob Throughput: 3 to 4M messages per hour for broadcast which means almost 800MTs per second in the US and 500K– 4M in other countries MO and MT definition: Message originated (message that customer sends to the system) and Message Terminated ( the message that system sends to the user) Messaging is not only sms e.g. push notification e.g. OTT ( Over-the-top): Instant messaging definition Multistep: Multi-step function to build conditions to customize campaign responses give an example Multichanneling: this a feature of multistep where systems reply back to the client thought separate channels email, outbound dialing and social media channels Program template: Specific templates-flows based on the most used multistep programs. Text to email, Competitions,Voting Geofencing: is a feature in the Passbook application that triggers a notification when the handset enters a certain geographical location User reach an area and systems triggers an notification message. If a mobile user has a coupon in their Passbook, they will get a reminder when they enter that store. 3rd party integration: post data to 3rd party systems. Platform structures the api with MSISDNS, date etc and sends data MMS: In roadmap, set up separate connection-binds with carriers - scheduled to be launch in Q4 DirectX(Gateway): Aggregation services, expose our IPs Greece Premium only in Greece MO different tariffs You need to have connectivity
- AmEX: Global customer service : Payment acknowledgements & reminders Credit limit threshold reminders & spend tracking alerts Fraud protection alerts Gift card payment reload confirmations ComCast: Customer –care: Reduce traffic from call centers, mobile text solutions to better support customers Dollar Genelar: Mega store Variety store - 10,000 275K subscribers 140% increase in MO/MT traffic ( 6 months Jan 2013 – June 2013) 1,2M MO/MT per month (average 3 months) Hertz: messaging services to pick up a car, upgrade a car, collect loyalty points
- Top actions after receiving a text alert - Consumer behavior when they receive a text alert Almost 1 out of 3 customer purchase online or recommend the store Mobile shopper are keen on mobile sites and application considering that almost all the retailers running mcom/ecom campaigns Conclusion Why SMS is so important for a retailers? Messaging is the best way for direct and immediate engagement but also drive user to alternative mobile channels OK. Why retailers keep investing on mobile experience? Keep in mind that shoppers love mobile experience
- What about Smartphone shoppers habits So customers want to use their mobile device during the shopping experience? Answer is yes! They are keen on any kind of mobile interaction! In-store price comparisons are the most common Mobile sites are preferred over apps by in-store shoppers Shoppers who use mobile more, buy more !!! The more a shopper remains in the store the more likely to purchase a product.
- Interaction with the audience - Shoppers who use mobile more, buy more !!! Discuss about multiscreen models Multiscreen world Smartphone, tablets, pc, TV screens and wearables
- What about Smartphone shoppers habits So customers want to use their mobile device during the shopping experience? Answer is yes! They are keen on any kind of mobile interaction! In-store price comparisons are the most common Mobile sites are preferred over apps by in-store shoppers Shoppers who use mobile more, buy more !!! The more a shopper remains in the store the more likely to purchase a product.
- Drive user to the store - Encourage more customers to visit your store In store signal to present the call to action. build and increase opt-in list Discount: Receive extra discount when you purchase in store Coupons: Trigger user to shop in-store. Mobile couponing MMS in the flow sending a coupon or a product image-video Target loyalty customers and send them a reminder – build and drive customer loyalty Earn points just for walking into a store (application) Earn points when you purchase in store When you text a keyword in store Redeem points in store Personalization messages can be personalized to interests, needs and user profile Build segments of user based on their preferences – group your audience Product categories, store id, name or even location e.g. zip code LBS is the future: allow a brand to make decisions or take some action based on a geographical area of an SMS subscriber privacy is still a sensitive issue The number one rule for location-based marketing is that you need permission to locate a mobile device. 2 options here. Users to text a zipcode and provides location info. User provides location info Double opt-in flow where systems ask from user to give permission in order system to track the device and get coordinates Mobile page to subscribe in an exclusive LB offers Subway, Starbucks (get information)
- In store signal/labels to present the call to action. Main target to build and opt-in list increase mobile subscribers database and create segments of users (personalization) Based on user personalized data to send out targeted alerts In-store contest keyword + unique code Notify customers about mweb and apps MMS has a shiny object. It is called video and images! MMS has the visualization that most of the retailers are looking for. Customers love images and videos. Consider pinterest, instagram and vine. Are growing fast and engage even more people every day Video and images engagement is a basic key in a mobile marketing campaign Starbucks run a set up a SMS trivia contest offering a chance to win a prize Send out an MMS video blast with to inform user for happy hour Redirect user to social media page to drive social sharing and increase viral effect However you can create MO contest asking from user to send an MO MMS PayForIt – Mobile payments are growing rapidly and mobile payments are still in their infancy is managed from UK mobile operators and is services that enables users to use their mobile phone bill to pay for online products or services User access Velti payment to get a unique code that text in specific SC Velti charge the consumer and redirect him back to the merchant Advantage mobile solution mobile payments is hot mobile trend
- Interact with the audience request for their feedback What is the next big think in mobile Where the market set its sights? OTT Wearables Internet-of-things Omni-channel Mobile payments Programmatic advertising automated system that use data - auction – δημοπρασία using real-time-bidding Developer = publisher Agencies are connected with Ad networks http://static3.businessinsider.com/image/5086c11aecad049310000024/bii-report-the-mobile-advertising-ecosystem-explained.jpg
- -Give an OTT (over-the-top) definition Over-the-top content (OTT) refers to delivery of video, audio and other media over the Internet without a multiple system operator being involved in the control or distribution of the content. -What OTT services do people you use per regions? ( interact with your audience)
- 2014 is the year of the chat! OTT surpasses SMS! Generation Y: birth years ranging from the early 1980s to the early 2000s. WhatsApp : United States - facebook acquired WhatsApp for $19 billions Viber (Europe) – Cyprus based start-up Japan-based e-commerce and Internet service company Rakuten for $900 million. WeChat : China Line : Japan and ecommerce feature ( user can pay through the app) KakaoTalk : South Korea Kik : Canada (university students create it) Tango : United States – Chinese e-commerce giant Alibaba invested Nimbuzz : India hike : India MessageMe : United States BlackBerry (BlackBerryMessanger): Mention mGage business 113 M registered users and 85M active users Snapchat references http://readwrite.com/2014/03/06/10-biggest-popular-mobile-messaging-apps-world-whatsapp#awesm=~oGXYWjjzMu1pfG Mention how brands can reach their audience through OTT services: Users can subscribe to channels of follow brands similar to social media Brands can personalized offers, coupons, exclusive Brands can interact with their audience – huge engagement
- change the ways we consume and share information Wearables isn't something new but it is the good timing Software and hardware development Medical devices ( heart rate) Health and Fitness Apps ( Nike fule band) Smart T-shirts Bands ( activity trackers) Track daily activity, workouts, connected with a mobile device
- Internet of (Every)Thing Definitions: a proposed development of the Internet in which everyday objects have network connectivity, allowing them to send and receive data. From the smartphone we are moving to Smart cars, watches, houses - > Smart world to a connected world Mimo: Smart baby monitor, sensors and devices to track : temperature, movement and body position. https://www.linkedin.com/today/post/article/20131008182031-122323-beyond-things-the-internet-of-everything-takes-connections-to-the-power-of-four
- Mobile devices is one of the biggest influencers SMS can be used to drive customers to the store and keep them there
- Please contact me for more info and references Twitter account and social media