Evolving direct into the new world at sprint
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1. The document discusses strategies for evolving mobile marketing communications to meet changing consumer behaviors and preferences. 2. It recommends focusing audiences by targeting only advanced users, developing relevant content aligned with mobile usage, and considering the best use of channels like email, SMS, and mobile sites. 3. The strategies aim to deliver personalized, integrated campaigns across channels using data to reach consumers with relevant messages on the right devices.
Evolving direct into the new world at sprint
- 2. Evolving ‘Direct’ into the New WorldRoshni Cox, SprintKevin Newby, Euro RSCG
- 3. Deliver content when and where our customers want itCustomers are engaging with their device 12+ hours a day. Open up our sending time frame to reach consumers throughout their morning, afternoon and evening and expand into weekends to become a part of their livesAlways on and connected means devices woven seamlessly into daily lifeWork= weather, social networking sites and local news
- 4. Three Consumer Trends Impacting Mobile andDriving Communication Implications
- 5. Trend 1: Rise of the Personal Portal
- 6. Rise of the Personal Portal RISE OF THE PERSONAL PORTALTREND:MOBILE ISN’T JUST FOR CONSUMERS ON-THE-GO IMPLICATION:http://www.mobilemarketer.com/cms/news/research/10287.html
- 7. Trend 2: Pre-emptive Gratification
- 8. Pre-emptive Gratification PRE-EMPTIVE GRATIFICATIONTREND:FEED THE NEED FOR CONTENTIMPLICATION:
- 9. Pre-emptive Gratification PRE-EMPTIVE GRATIFICATIONTREND:RELEVANT CONTENT ISN’T JUST DEMANDED, IT’S EXPECTEDIMPLICATION:Understand what your best consumers want to hear, not what you want to tell themMobile behavior in United States, October, November, December 2010Percent of total mobile audience (Age 13+)
- 10. Trend 3: Deal Seekers vs. Brand LoyalistsDEAL SEEKERS VS. BRAND LOYALISTSTREND:ENGAGE BEYOND OFFERSIMPLICATION:Euro RSCG Discovery
- 11. Mobile Marketing VisionEmbrace mobile as a key communication tool in a fully integrated, multi-channel customer contact strategy. Target audience with content relevant to their mobile, digital, and social behavior and interests.
- 12. Three Guiding Principles1. FOCUS THE AUDIENCENielsen predicts that one in two consumers will have a smartphone by Christmas 2011.2. DEVELOP RELEVANT CONTENTRelevant content isn’t just demanded, it’s expected. Consumers crave innovation and surprise.3.CONSIDER BEST USE OF CHANNELPave the road for conversation by utilizing tactics appropriately and smartly to reach the consumer.
- 13. Focus the AudienceTO: NarrowcastFROM: BroadcastTarget all segments even accommodating the lowest technology and usageTarget only segments embracing advanced technology and usage
- 14. Smartphone Users are on the RiseLate Adopters Adopting 2011 is the year of increased smartphone accessibilitySmartphones will become more affordable and available to the massesUsers are graduating from feature phonesThese new users are likely less active (initially) but will grow into the technology
- 15. Develop Relevant ContentTO: Aligning with BehaviorFROM: DuplicationDuplicative program and content (e.g., recreating the same content on DM, EM, and Mobile)Create relevant content consistent with mobile behavior, attitudes, media consumption, role in technology, psychographics, etc.
- 16. Respect Your CustomersKey Content ConsiderationsIf it isn’t relevant to the customer, don’t send it
- 17. Is it something the customer wants to know?
- 18. Will it provide the customer value?
- 19. MVP = Mobile Value Proposition
- 20. Give customers a reason to open your messages
- 21. Customers want/need a positive ROI
- 22. Mind the gaps
- 23. Sending too often WILL lead to…
- 24. Opt outs
- 25. Being placed on a do not text list
- 26. Ultimately damaging your brandConsider Best Use of ChannelTO: Channel-awareFROM: Channel-blindnessIsolated lifecycle programsdelivering the same message across various tactics (DM, Email, SMS) to the same audienceIntegrate direct mail, mobile, digital, and social assets into the customer experience through unique use of each channel that is content and user relevantCapitalize on the dynamic opportunities with mobileThe future of Mobile is beyond mobile as a single tactic. Plan for communication strategies that focus exclusively on mobile will be less successful than those that think beyond mobile by better connecting consumers with the online and physical world. Wider eco-systems center on consumer behavior rather than specific devices.Source: MWC 2011: Forrester
- 27. Leverage unique attributes of each communication channel The email channel is perfect for providing information, creating excitement, interest and buzz and for driving to online destinationsThe mobile channel serves as an engagement tool and encourages usage on deviceThe social channel is dependent on two way conversations between brand and consumer and peer to peerThe direct mail channel provides an opportunity to tell the full story while promoting services and products
- 28. An example of a truly integrateddirect Sprint programDevice Track Program
- 29. Our strategy is to use data to contact customers anywhere/everywhere with personalized and relevant communications
- 30. Digital Contribution MapflickrFacebook3rd Party EmailsTwitterYouTubePaid MediaEarned MediaSearchLinked InmyspaceBannersDiggDisplay Adsdel.icio.usEmailsSMSMMSAppsOwned MediaWAPsOnline SiteLanding PagesVideoQR CodesMicrosites
- 31. Data Drives Relevance in a Cluttered EnvironmentTarget customers where they are with relevant communications based on their behaviorEmailSMSSprintFreeMSG:Check out the new HTC Evo View 4G tablet. The power of the EVO, Sprint 4G, and the FREE HTC Scribe, http://sprint.us/view Reply End to stop
- 32. Customers are also enabled with personal choices of which channels they can be contactedEmailMobile
- 33. Optimization is key to enhancing and evolving communications that meet consumers’ ever changing needs
- 34. 30.5% of mobile users are using their mobile device for email70 million mobile users accessed email via a mobile device 43.5 million access email via mobile on a near daily basisHowever, a technology “silver bullet” does not exist, we need to approach optimization from a design perspectiveGiven that almost 23% of the US population is accessing email via a mobile device we need to adapt our current templates to provide a satisfying mobile user experience
- 35. Evolution of Mobile Template for EmailHybrid template will support email client, browser & mobile browserCurrent template support an email client or browser experience
- 36. A destination strategy keeps the customer experience top of mind, but also helps contain them within a Sprint experience either mobile or online M.Sprint.com is our goal destination however we know customers may browse on mobile and shop online
- 37. M.sprint.com is currently only used for shop, ratings and reviews
- 38. A simple footer bar can create a significant traffic driver to the mobile web
- 39. Sprint.com is used for detailed product/plan/account information, shop, ratings and reviewsDriving to m.Sprint.com or Sprint.com allows for further Omniture implementation providing richer data for analyticsProvide a defined destination for further engagement
- 40. Optimizing the Email Click Through Experiencem.Sprint.comMobile OSDetect Browser & Delivers Optimal Experience Email CommCPU OSSprint.com
- 41. Optimizing WAP DesignEvolution of Device EducationTest, Learn, Apply!WAP Content Philosophies:Less is more
- 42. Clear calls to action
- 44. Well organized
- 45. Clear hierarchy of messaging
- 46. Strong mix of graphics & textEstablish a Measurement Plan for Program Optimization2.) Measuring the Objectives1.) Identify Campaign Objectives3.) Expected User Engagement Path4.) Data Collection PointsTypically a iconographic map of engagement path from placement to landing page and on to any goals for each traffic driverOverlaid on top of the experience is the location of what points in the experience are measured by what measurement tools
- 47. This is how it looks when it all comes together….