7 killer tactics to catapult a mobile marketing strategy
1. Getting It Right* In Mobile
Kane Russell, VP of Marketing
Waterfall
* 7 Killer Tactics To Catapult Your Mobile
Marketing Strategy
2. Waterfall
Corporate
๏ Founded August 2005
๏ Offices in SFO (HQ), Austin & NYC
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS,
IVR, Passbook, QR Codes, Coupons & Social
๏ Access @ waterfall.com
๏ Personalized engagement for mobile
๏ Intuitive user interface
๏ Full-service compliance support, including
provisioning, certification & audit management
Platform
3. Agenda For Today’s Webinar
1. The State of Mobile in 2013
2. Tactics vs. Strategy
3. 7 Killer Tactics
4. Additional Examples
5. Key Takeaways
4. Mobile Device Sales By Type
Source: IHS Global Insight, 2013
0
40
80
120
160
200
2005 2007 2009 2011 2013 2015
MillionsofUnits
Entry Phones Feature Phones Smartphones Tablets
7. Share of U.S. Adult Population Reached
Source: mLightenment, 2013
2010 2012 Chg
Television 89.5% 88.3% -1%
Desktop PC 62.5% 58.1% -4%
Radio 60.6% 58.8% -2%
Newspapers 38.6% 36.1% -3%
Magazines 28.6% 24.8% -4%
Mobile Device 84.2% 89.0% +5%
8. Replacement Rates By Mobile Phones
Source: mLightenment, 2013
Smartphone Tablet
Clock 65% 22%
Organizer 55% 45%
Music Player 52% 34%
Landline Phone 35% 6%
Newspaper 33% 62%
Books 14% 51%
PC Computer 5% 20%
9. Digital Channel Stats
Source: Mashable, Mass Mailer, 2012
Tweets Viewed
29%
FB News Feed
Stories Viewed
16%
Logged in more
than 1/day
58%
12%
Emails Viewed
50%
Viewed within
6 hours
43%
Checked > than 4 times/day
98%
SMS Viewed
98%
Viewed within 3
minutes
Avg. times phone
checked/day
150
10. Mobile Marketing Spending In The U.S.
2010 2011 2012 2013 2014 2015
$7,686
$5,910
$4,273
$2,964
$1,878
$1,248
$9,207
$7,078
$4,871
$3,060
$1,743
$991
$2,912
$2,174
$1,312$669$336$166
Mobile Direct Response Enhanced Advertising
Mobile Media Advertising
Mobile CRM
$2,405
$3,957
$6,693
$10,456
$15,162
$19,806 52%
44%
77%
56%
CAGR
Source: mLightenment, 2013
Millions of Dollars
11. Mobile Marketing Spending By Industry
2010 2011 2012 2013 2014 2015
Resources
Manufacturing CPG
Manufacturing, Other
Wholesale Trade
Retail Trade, CPG
Transportation
Information
Finance
Business Services
Educational Services
Health Care
Arts & Recreation
Accomodation & Food
Other Services
Government
$2,405
$3,957
$6,693
$10,456
$15,162
$19,806
Source: mLightenment, 2013
Millions of Dollars
12. Current Growth Of Mobile Budgets
Plan to increase budget next year
Plan to increase budget by more than 50%
Budget has increased over past 2 years
Budget has increased more than 50% past two years
Consider mobile an integral element of overall strategy 51%
29%
63%
35%
72%
Source: Interactive Advertising Bureau, 2012
13. Agenda For Today’s Webinar
1. The State of Mobile in 2013
2. Tactics vs. Strategy
3. 7 Killer Tactics
4. Case Studies
5. Key Takeaways
15. Tactics vs. Strategy
Strategy Tactics
General
Mobile
Specific
Example
A plan of attack designed to
reach or obtain a goal
Specific tasks, operations or
methods to carry out a strategy
How to use mobile to increase
value for a business
Interacting with customers
through their mobile devices
Acquire new customers
Place a coupon mobile call to
action outside of a store
16.
17. Agenda For Today’s Webinar
1. The State of Mobile in 2013
2. Tactics vs. Strategy
3. 7 Killer Tactics
4. Additional Examples
5. Key Takeaways
18. The 7 Killer Tactics
Opt-In
Cross-Channel
Location
Choice
A/B Testing
Dynamic Field Insertion
Integrate
19. Opt-In
Definition?
Why important?
Best practice?
Actively secure mobile customer sign-ups.
Expands the capacity for collecting meaningful data.
Opt-ins are a two-way street. Be sure to give up
something to get something in return.
22. Cross-Channel
Definition?
Why important?
Best practice?
Pass customers between mobile channels.
Enriches campaign functionality while providing ideal 360-
degree customer insight.
Make sure to centralize the customer database in order to
avoid errors like double-contacting.
23.
24. San Francisco Giants:
Stadium Sleepover
Do
• Promote campaigns
everywhere
Don’t
• Lose steam by under-
communicating
• Fail to collect an opt-in
28. Choice
Definition?
Why important?
Best practice?
Provide customers with ownership opportunities during
the brand/customer relationship building process.
Establishes trust with customer base.
Think about choice from a utility perspective, not
necessarily from a shiny object perspective.
29.
30. Pizza Hut:
Send Me Deals
Do
• Offer customers multiple
channels to receive
content
Don’t
• Distribute the same
content across each
channel; each requires a
specific voice
31. A/B Testing
Definition?
Why important?
Best practice?
Test and iterate variations of content in order to maximize
engagement rates.
Constant innovation.
Do not limit yourself to A/B testing. Commit to iterative
testing over the long term.
32.
33. Lane Bryant:
LB Msg Me
Do
• Interact with customers
using relevant, engaging
content
Don’t
• Overlook the importance
of integrating at the point
of sale
34. Dynamic Field Insertion
Definition?
Why important?
Best practice?
Use metadata collected about customers to maximize
content targeting.
Personalizes the customer experience.
Do not try to collect all the data simultaneously.
54. Agenda For Today’s Webinar
1. The State of Mobile in 2013
2. Tactics vs. Strategy
3. 7 Killer Tactics
4. Additional Examples
5. Key Takeaways
55. Art Of The Call To Action
Comprehensive gallery of mobile calls to
action with commentary in order to
understand best practices and ROI.
http://artofthecta.com/
56. Mobile Opportunity
Source: eConsultancy, 2013
57%
43%Percentage of companies that deliver a
personalized desktop experience.
87%13%
Percentage of companies that deliver a
personalized mobile experience.
54% of companies plan to adopt personalization for mobile in the next 12 months.
