Textlocal making sense of mobile crm webinar

Welcome to
Making Sense of Mobile CRM
with Textlocal
Applying mCRM to Messaging
Rob Townsend
Marketing & Communications Director

In the next 10 minutes we’ll cover:
Today’s agenda
All your mobile news,
& discussions on LinkedIn
• About us
• Who we work with
• Mobile CRM Insight – The White Book
• Applying CRM to Messaging
• ‘Messenger’ Case Studies
• Panel Q&A at the end

UK's leading business SMS service provider. Deliver your news, alerts, confirmations & offers
easily. Award-winning platform Messenger and expert support.
About us
Messenger and your marketing mix
• Send & receive SMS
• Connect CRM systems via our API
• Short codes and keywords
• MMS Picture, video & brochure messaging
• Mobile web pages
• Vouchers, ticketing and surveys
Easily get started with our Wizard
• Price Promise = best value every time
• Free Account Management
• Round the clock support
• No Contracts and no software to download

Brands trusted by us

The UK has spoken
COMING SOON
Using mobile effectively in today’s
multichannel marketing world.
The first meaningful regionally representative
report in Mobile CRM.
Interviewed 331 businesses and 2,000
consumers across the UK in February and
March 2013 on their views about mobile
marketing and CRM.
Here’s a sneak preview revealing for the first
time what they told us. The Mobile CRM white book release date May 2013

Too much time, resource & funds spent on
Direct Mail and Email?
Know their place and their role.
Understand your customers preferences
and mobile touchpoints – you will
save money and improve effectiveness
Contribution vs Effectiveness
Sources:
Ofcom
Mobile Marketing Association
Textlocal, The Great British Mobile Report
Lightspeed
MobiThinking.com
MobileSquared

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
What channels do you use as part of your marketing
mix?
38.7%
5.4%
15.1%
24.8%
16.0%
Do you use mobile as part of your marketing mix?
Yes, it is an integrated part of our
marketing
Yes, mobile is standalone channel
but will be integrated in the next
12 months
Yes, but mobile is a standalone
channel
Not yet, but we intend to in the
next 12 months
No, and have no intention of
using mobile
Email still dominates, but mobile is becoming the serious player in the market mix;
59% of businesses already use mobile (integrated or standalone)
Mobile messaging
more popular than
TV, radio, outdoor
and Apps.

32.00%
7.00%
39.00%
10.00%
6.00%
6.00%
What is the best way for a business to
communicate with you?
SMS Phone call Email Direct mail Via app Via social media
… And here’s why. Email is the businesses’ preference, BUT twice as many consumers would
accept SMS communications from businesses than are currently being sent
Text me please

10% of businesses use advanced mobile database targeting, 20% use segmentation techniques
across total database; 70% use simplified or no segmentation
30% of businesses use advanced
mobile targeting and
segmentation, BUT almost 50%
believe mobile is or will become
the most effective channel
0%
5%
10%
15%
20%
25%
30%
35%
40%
Once a
week or
more
More than
once a
month
Once a
month
Quarterly Once
every 6
months
Once a
year
We don’t
How often do businesses send mobile messages out to
their mobile database?

0%
5%
10%
15%
20%
25%
30%
35%
40%
We know
their age,
gender,
location and
preferences
We are
developing
their profile
of: age,
gender,
location and
preferences
We ask them
a number of
questions at
opt-in
We use
profiling fed
into CRM
from
campaigns
We ask our
database the
occasional
question
about their
likes and
preferences
We only have
their mobile
number
What information do you have on your mobile customers?
Around 40% of
businesses have or
are in the process
of collecting useful
data on their
customers
Around 5% of
businesses are
actively updating
their database
using CRM

3.1%
12.5%
8.7%
5.6%
5.6%
1.7%
0.7%
When have you found the most appropriate time to
send a mobile message, actual time
0700-0900
0900-1200
1200-1500
1500-1700
1700-1900
1900-2400
0000-0700
Businesses’
preference is to
send a mobile
message on a
weekday
This is habitually
based on email MI

0%
5%
10%
15%
20%
25%
30%
35%
40%
I look at it
instantly
I read it
within 3
minutes
4-30
minutes
30-60
minutes
Over 1
hour
Same day Over 24
hours
How long do you wait before reading a text message when
it arrives on your phone?
0%
20%
40%
60%
80%
100%
18-24 25-34 35-44 45-54 55-64 65+
Demographic breakdown of
consumers viewing SMS within 3 mins

0%
10%
20%
30%
40%
50%
60%
What are the most useful mobile messages from businesses that you receive?

Build your Mobile Engagement Model
Create Touchpoints

Messenger
Our mobile experts can then help
you integrate SMS with your
business Touchpoints
By segment, age, any
demographic you choose… auto
schedule and create links and
mobile experiences for all your
users.
News, alerts, confirmations,
offers… it is all reported for you

Hundreds of Case Studies online
www.textlocal.com/case-studies
These clients’ messages are sent using our API Gateway, which is linked with their CRM
system. This enables them to pull the customer mobile data and send the messages directly,
rather than uploading the contacts to our messenger platform.

Thank you
Rob Townsend
Marketing & Communications Director
Email: Rob@Textlocal.com
Office: 0845 009 3188
Mobile: 07802 614 666
uk.linkedin.com/in/rsgtownsend/
Twitter: twitter.com/textlocal
Special thanks to
Text: mCRM
to 60777
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