Rob thurner burner mobile - mml

© Burner Mobile 2013 @burner_mobile

Rob Thurner, Burner Mobile!

3 October 2013!

Mobile CRM – Winning trust and long term loyalty


Rob Thurner - Mobile consultant, author, trainer

Ø  10 years in mobile

Ø  Consultant, Burner Mobile

-‐ American Express, Barclaycard, BeAair, Heineken, Ladbrokes, Richemont

Ø  Author, Mobile Guides

-‐ 10 key decisions for mCommerce success

-‐ Winning with Mobile: CreaMng a strategy for Mobile MarkeMng, Mobile Commerce and Mobile CRM

Ø  Digital Tutor and Trainer

-‐ Clients direct, IDM, IAB, Econsultancy, Emarketeers


The traditional funnel


Customer journeys – now more complex!


What’s their mobile behaviour?!


Which segment do they belong to?!


SEO Terms Used

Call centre inquiries

Site logs

Orders

Email/Mobile response rate

Data Warehouse

Single Customer

View

Standard Business

Intelligence Tool

Mobile : The Holy Grail?


Mobile’s unique strengths!

Build !the largest connected !

audience!!

Automate!a customer lifecycle !messaging program!

!

Use Intelligence!to increase productivity!

and relevance!

Engage!drive the right content!

in the right time & place!!


Focus on customer acquisition!

Mobile advertising

Site +app development

Social Mobile Mobile PPC


Focus on long term loyalty!

Mobile advertising

Basic app-development

Messaging

Data Integration

CRM & Loyalty Programmes

Coupons

Social Mobile Mobile PPC


Capture and analyse customer data!

© Burner Mobile 2013 @burner_mobile Source: Weve

Weve : mobile one-stop-shop

© Burner Mobile 2013 @burner_mobile Source: Weve

Results with Weve

Ø  Target > 15m opted in audience

Ø Messaging achieves CPA targets ~ £25 -‐ £120

Ø  Typical CTR’s range from 0.1% – 2.5%


Mobile Engagement

Registration Page

App install

Dwell time on mobile

site

Browse product page

Email sign up

Drive Call Centre traffic

Ratings & Reviews

What’s your objective?!


Choosing the right CRM channel !

Source: Adobe Neolane


SMS alerts : drive sales!


Email : re-engage lapsed users!


Ø  Log in to a local Domino’s on Foursquare and receive a free side order (when spending over £10)

Ø  Foursquare Mayor gets a free Pizza every week

Ø  Domino’s UK increases pre-‐tax profit by nearly 29%, aeributed to social media iniMaMves and Foursquare promoMon

“ We have led the way with social media iniMaMves ... the development of a link up with Foursquare offers a dual benefit of driving pizza sales online and building customer loyalty.”

Domino’s UK CEO Chris Moore

Foursquare deals - drive sales & loyalty !!

Source: www.mashable.com


Harvester : coupons!

Banner advertising

Unique voucher

code issued

Mobile landing page

Added to Apple

Passbook

POS redemption

Reporting

29.5k 16k 690

Page Visits Offers Issued Offers Redeemed

Redemption rate: 4.3%

£3.41

Cost per Redemption

Conversion rate: 54%

Results:

Source: Eagle Eye SoluMons


Ø  Check and charge up your Starbucks Card

Ø  Pay with your iPhone or iPod Touch at U.S. Starbucks stores

Ø  Locate a mobile payment Starbucks near you

Ø  Track your Starbucks Rewards program

Starbucks Card Mobile fastest, easiest way to pay


Sites : tracking user journeys

Ø Which pages will improve leads?

Ø Where are quick wins in improving conversion?


Conversion Rate Optimisation ! Constant improvement!


Apps : tracking user journeys !

Source: Localytics Demo


Deliver offers to re-engage !

Source: Localytics Demo


In-app push notifications

•  Timely •  Relevant •  Useful

•  Preferences •  Location •  Behaviour •  Location

history

Her profile Your content

10 x greater response rate than email 8 x faster bookings compared to other channels 4 x app engagement for push v non-push sample

Results reported from customers:

Source: Urban Airship


Segmentation: Location & profiles

Location history Current location

Do not disturb 10 pm – 7 am

Send me deals and offers

Send me news and updates

User preferences Data integration

CRM POS Favorites Purchases

Mobile behaviour

Device info



Automated responses

If VIP:

If not VIP:

Apply to the VIP Club for a chance to win backstage passes!

VIPs: Meet U2 backstage at the MGM Grand



Macy’s – pushing targeted offers !(Segment based)!

Use existing content Enable customers to add offers to Passbook

Make offers more actionable



Burberry – promoting store opening!(Location based)

Use location, preferences, and purchasing history to segment

audiences

Delight users with highly contextual messages

The Burberry Store Opening Event is today in the Macy's Herald Square Store!!

Macy’s!

Encourage in-store visits



Are Audi A4s really that horrible to drive?

...drives like there is a drunk behind the wheel

I feel ripped off – even though the game was free! Just like a real A4

– it’s boring and tedious

Capturing and sharing reviews


Yelp – independent and trusted!


Mobile integration!


Mobile resource – Amazon ebook!


[email protected] www.burnermobile.com

+44 7793 804419 @burner_mobile

Thank you

Technology

Rob thurner burner mobile - mml