Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM
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Too often people talk about marketing channels within specific silos. The preferred alternative is cross-channel (as opposed to multichannel) marketing. In this webinar, featuring guest commentary from Constant Contact's Michael Karampalas, we unpack exactly how companies can launch an effective cross channel strategy focused on CRM. From the Getting It Right In Mobile series.
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Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM
- 1. Ge#ng It Right* in Mobile *6 Must Haves for Effec2ve Cross-‐channel CRM featuring insight from Constant Contact's Michael Karampalas Kane Russell, Director of Marke.ng Waterfall Mobile Tuesday, August 23, 2011 1
- 2. Waterfall Mobile and the Msgme Pla7orm Waterfall Mobile Msgme ๏ Founded August 2005 ๏ Free trial: www.msgme.com ๏ Offices in SFO (HQ), NYC & Aus2n ๏ API suite: developer.msgme.com ๏ Backed by Vista Equity Partners ๏ Custom applica2on development ๏ Cross-‐channel mobile & social CRM via SMS, ๏ Short code provisioning, cer2fica2on MMS, QR Codes, IVR, Facebook & TwiVer & audit management Tuesday, August 23, 2011 2
- 3. Michael Karampalas, Constant Contact Constant Contact ๏ Launched in 1998 ๏ Leading email marke2ng, online survey and event marke2ng tools ๏ Expert personal coaching and support ๏ 450,000+ customers worldwide Michael Karampalas ๏ LinkedIn: mkarampalas ๏ Product manager with exper2se in email, mobile and social media ๏ 5 years experience at Constant Contact ๏ University of MassachuseVs, Amherst Tuesday, August 23, 2011 3
- 4. Objec>ves ๏ State of digital marke2ng ๏ Mul2channel vs. cross-‐channel marke2ng ๏ 6 Must haves for effec2ve cross channel CRM ๏ Q&A with Constant Contact ๏ Key Takeaways Tuesday, August 23, 2011 4
- 5. Digital Marke>ng -‐ The Consensus Digital marke2ng innova2on is essen6al. Con2nuing to innovate is as important as doing what has worked in the past. (with regards to digital marke2ng) US 2010 76% 20% 4% Canada 2010 74% 23% 3% You can build strong customer rela2onships on the internet. US 2010 63% 28% 9% Canada 2010 65% 30% 6% Agree Neutral Disagree Source: Direct Marke6ng Associa6on (DMA) Tuesday, August 23, 2011 5
- 6. The Reign of Digital Marke>ng How will you shuffle your marketing spend next year (U.S.A.)? 100% 75% 50% 25% 0% Print Radio TV Out-home D. Mail Email Mobile Online Decrease Stay the Same Increase Source: DMA Tuesday, August 23, 2011 6
- 7. The Reign of Digital Marke>ng How will you shuffle your marketing spend next year (Canada)? 100% 75% 50% 25% 0% Print Radio TV Out-home D. Mail Email Mobile Online Decrease Stay the Same Increase Source: DMA Tuesday, August 23, 2011 7
- 8. Digital Marke>ng -‐ Mobile With mobile as a key player in the future landscape. Mobile marke2ng is the next fron2er in digital marke2ng. US 2010 45% 44% 11% Canada 2010 46% 49% 5% Digital marke2ng campaigns will soon incorporate mobile coupons. US 2010 33% 44% 23% Canada 2010 49% 39% 13% Agree Neutral Disagree Source: DMA Tuesday, August 23, 2011 8
- 9. Digital Marke>ng Budget Alloca>on But, digital marke2ng is unfamiliar and challenging. Why isn’t more marke2ng budget allocated to digital? 13% Just started to explore 9% 13% New medium 9% Budget 17% USA 2010 8% Canada 2010 9% Lack of knowledge 14% 2% Conservative culture 1% 8% Lack of capabilites 3% 20% We prefer other mediums 14% Source: DMA Tuesday, August 23, 2011 9
- 10. Emerging Digital Marke>ng Familiarity Social Media Marketing Out of Home Media 66% 56% 69% 62% 54% 51% 40% 47% 44% 29% 16% 25% 7% 9% 21% 16% Very Familiar Use Often Very Familiar Use Often Mobile Marketing Video 44% 42% 40% 26% 33% 27% 36% 21% 17% 19% 31% 18% 25% 25% 23% 9% Very Familiar Use Often Very Familiar Use Often US Marketers US Agencies Canada Marketers Canada Agencies Source: DMA Tuesday, August 23, 2011 10
- 11. Established Digital Marke>ng Familiarity Email SEO 88% 86% 84% 87% 70% 69% 78% 67% 60% 59% 55% 73% 75% 46% 49% 49% Very Familiar Use Often Very Familiar Use Often SEM Online/Display 63% 59% 61% 59% 63% 64% 64% 70% 57% 54% 47% 54% 47% 49% 47% 43% Very Familiar Use Often Very Familiar Use Often US Marketers US Agencies Canada Marketers Canada Agencies Source: DMA Tuesday, August 23, 2011 11
- 12. Digital Marke>ng Budge>ng Concerns What would need to change in order for you to spend more on digital marke2ng? USA Canada 20% 20% 17% 16% 13% 14% 14% 12% 10% 7% 8% 4% 0% 2% ks ls ng es ts oo ul or c i nd es ur tT tw so ta rr en fi rs tte re oo m e Be nd e re Pr or ru su M ea tte M Be Source: DMA Tuesday, August 23, 2011 12
- 13. Digital Marke>ng Frustra>ons Customers are eager to engage with companies to develop interac2ve rela2onships. US 2010 31% 40% 29% Canada 2010 33% 37% 30% Digital marke2ng needs to supplement other channels. US 2010 31% 40% 29% Canada 2010 33% 37% 30% Measuring digital marke2ng ROI is easy to accomplish. US 2010 19% 53% 28% Canada 2010 22% 46% 33% We are replacing tradi2onal in-‐store marke2ng with digital media. US 2010 12% 50% 38% Canada 2010 23% 50% 27% Agree Neutral Disagree Source: DMA Tuesday, August 23, 2011 13
- 14. Digital Marke>ng Strategy So what’s the appropriate strategy? Address digital marke>ng’s core frustra>ons. They are: • Customers don’t want to engage • Digital marke.ng shouldn’t supplant other channels • Measuring ROI is challenging • Need to see results Tuesday, August 23, 2011 14
- 15. Mul>channel v. Cross-‐channel CRM } Channel Channel Channels CONSUMER CONSUMER } Brand Channel Brand Mul>channel marke3ng CRM Cross-‐channel marke3ng CRM is the use of different and places consumers at the center disparate channels to of the conversa3on, targe3ng simultaneously push the same messaging based on channel message to the consumer. preference and permission. It is a powerful yet impersonal It requires a broader, more form of marke3ng used diverse marke3ng vision that primarily to gain consumers’ establishes a longer term and aDen3on for a par3cular deeper rela3onship. ini3a3ve. Tuesday, August 23, 2011 15
- 16. Mul>channel v. Cross-‐channel Approach Challenge Mul2channel approach Cross-‐channel approach Customer engagement Op2mize channel’s features Op2mize database’s and benefits to increase targe2ng capabili2es to customer engagement increase customer engagement Adding/integra2ng new Bolt on addi2onal channels Integrate channels as channels to engage customers addi2onal means to engage customers ROI measurement Channel-‐centric metrics, Customer-‐centric metrics, e.g. clickthrough rates e.g. customer life2me value Results understanding Understand how to beVer Understand how to beVer use a par2cular channel interact with customer base Move toward a cross-‐channel approach Tuesday, August 23, 2011 16
- 17. 6 Must-‐Haves for Cross-‐Channel CRM So why doesn’t everyone adopt a cross-‐channel approach? It takes more >me and thought to develop. The 6 Must-‐Haves Road Map: 1. Channel Integra.on 2. Data Integra.on 3. Channel Preference 4. Repor.ng & Analy.cs 5. Compliance & Regulatory 6. Customer Life.me Value Focus Tuesday, August 23, 2011 17
- 18. Channel Preference Defini>on: ability to op3mize message delivery according to brand and customer preference Moving from mul>channel to cross-‐channel: • Brands and customers can choose which channels to use • Brands and customers can choose how and when to exchange messaging from the respec.ve channels • Brands and customers can design and update tailored communica.on strategy Tuesday, August 23, 2011 18
- 19. Channel Integra>on Defini>on: seamless crossover between the various communica3on channels Moving from mul>channel to cross-‐channel: • Customers receive updates via email, social and mobile • Customers sign up for updates via email, social or mobile from other channels • Customers receive ongoing communica.on from mul.ple channels that builds upon itself much like a conversa.on Tuesday, August 23, 2011 19
- 20. Data Integra>on Defini>on: real-‐3me updates to customer database from different channels Moving from mul>channel to cross-‐channel: • Each channel maintains segmented customer database • Channels can exchange data to update individual customer profiles • Channels share data from one central customer database for targe.ng Tuesday, August 23, 2011 20
- 21. Repor>ng & Analy>cs Defini>on: detailed and easy-‐to-‐use insight into the metrics that maDer for a par3cular brand Moving from mul>channel to cross-‐channel: • Stock reports used for various industry-‐used metrics • Stock reports with various customizable views around industry-‐used metrics • Customizable reports that provide insight into selected & designed metrics Tuesday, August 23, 2011 21
- 22. Compliance & Regulatory Defini>on: full compliance across channels Moving from mul>channel to cross-‐channel: • Each individual channel fully compliant • Best prac.ces/ideas shared across the various channels to keep up with industry changes • Cross-‐channel compliance strategy informs product to advance prepare for any updates or changes Tuesday, August 23, 2011 22
- 23. Customer Life>me Value Focus Defini>on: communica3on strategy focused on developing ongoing rela3onship with customers Moving from mul>channel to cross-‐channel: • Marke.ng campaigns via various channels • Marke.ng campaigns within greater overall strategy via various channels • Marke.ng campaigns, within greater overall strategy, via integrated channels Tuesday, August 23, 2011 23
- 24. Constant Contact Q&A Tuesday, August 23, 2011 24
- 25. Key Takeaways ๏ Channel Integra2on ๏ Data Integra2on ๏ Channel Preference ๏ Repor2ng & Analy2cs ๏ Compliance & Regulatory ๏ Customer Life2me Value Focus Tuesday, August 23, 2011 25
- 26. Any Ques>ons? For more informa3on visit www.msgme.com More industry informa3on available on our blog @ blog.msgme.com Case studies are available @ clicky.me/msgmecs Or contact us directly: marke3ng@waterfallmobile.com Tuesday, August 23, 2011 26