Direct Marketing. The Channel agnostic approach to driving maximum customer satisfaction and optimal marketplace results. Larry Kimmel, President, DMA

Transcription

1 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 1

2 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 Apps Hacker 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 2

3 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 messaging system was released According to a Symantec report, over 80% of the world s is now SPAM. How did we build those 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 3

4 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 ESPN Mobile Web: 16.6M monthly visitors (July) Applications: 36M total downloads (Aug) Video (live, and VOD): 13.6M monthly starts (Aug) ESPN Alerts: 10M active subs, 1B msgs/mo (Sept) 4

5 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 PULL CONTENT (Fan initiated) MARKETING / DISTRIBUTION INTERACTIVITY (two way) PUSH CONTENT (ESPN initiated) 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 Interactivity does not require disengaging Fans opt in to receive updates they care about 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 ( Immediate response required frequent updates Earn trust; no tolerance for spam 5

6 Have You Heard Of As of , SPG was the 187 th largest firm w/ a stock cap of $30.3M Quick overview - key annual mall traffic Quick overview current U.S. property footprint 6

7 3 rd Party Distribution Akoo, envu & Found Nintendo 3DS Point Inside & Fast Mall The DNA Of Digital Marketing At Simon Mobile Mobile Shopper Club (TXT) Optimized Web Native App Shopkick (partnership) In Mall Networks OnSpot / Mallvision 360 Wi-Fi Social Communications Facebook + Facebook Places Twitter Foursquare Google Places YouTube Web (simon.com) B2C & B2B Retailer Showcase Gift Card Sales (Consumer & Volume) Simon Central & Web Tools Shopper Connections Addresses Mobile Phone # s Facebook Likes Twitter Followers Foursquare & Google Places Check-In s Shopkick Check-In s, Walk-In s & Scans Google Places & Yelp Reviews Beta Trials Yelp & Bing For Businesses SCVNGR Placepunch Top Ten Mobile Database Best Practices 1 Allow for ubiquitous mobile # collection 7

8 2 Integrate TXT into existing media 2 Integrate TXT into existing media 3 Use a carrot to drive subscriber growth 34% conversion to mobile subscriber 24 8

9 3 Use a carrot to drive subscriber growth 25 4 Test media & placement options Winning Standee Standee 60% more subscribed to txt only vs. txt + address Best ad (standee) placement performed 65% better than worst placement 26 5 Don t forget about -2-txt 25% of open recipients responded and txt d in 9

10 6 Or social-2-txt 15% of the overall entries to this sweeps came via text from Facebook 28 7 Drive growth thru games Unique for Jokes: 1,482 Total for Jokes: 5,560 Unique Trivia: 1,236 Total Trivia: 7, Localize the keywords # of Active Keywords: 2010: : 4,

11 9 Always allow for a response In 2010, Simon pushed 116,914 messages and received 75,245 back 1 0 Find a spot within radio Two holiday radio ads that had TXT call to action got a 68% opt-in response rate Using Direct Mail to Build Your Mobile Database 11

12 Marry Direct Mail and Mobile QR Codes 12

13 3% Postage Discount Pros Quick and simple to create No cost when used Multiple uses Websites Text and images Send & messages Dial phone #s Quick access to info for users Social media Merchandise info QR Codes Cons 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? 13

14 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 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 14

15 Per-keys TM (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 15

16 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 16

17 Result The return on investment and cost savings to be achieved will far exceed your expectations. Thank You! Questions? 17