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Engagement

Engagement. Making Mobile Marketing Work Sienne Veit. Overview. In the beginning Where to start? What about the customer? Back to school Dine in / SMS campaign insights Freshly Squeezed barcode campaign. In the beginning. Associate M&S with mobile as a channel

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Engagement

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  1. Engagement Making Mobile Marketing WorkSienne Veit

  2. Overview • In the beginning • Where to start? • What about the customer? • Back to school • Dine in / SMS campaign insights • Freshly Squeezed barcode campaign

  3. In the beginning • Associate M&S with mobile as a channel • Build trust & be compliant • Be useful • Unify (technology, people, campaigns …) • Start with the end in mind • Learning is a key objective • Find an evangelist (or make one)

  4. Where to start?

  5. As the air around our citizens thickens with unwanted messages and interruptions, the goal should not be to add to the unwantedness, but to create deliberate and appreciated value. Helge Tennø – Post digital marketing www.slideshare.net/helgetenno/post-digital-marketing-2009

  6. M&S customers and mobile? Video from Marks and Spencer research 2009 by Lbi

  7. Back to school – July 2008

  8. Back to school – July 2008 • Reach hard to reach busy mum via her key ‘tool’ • Build a database for short notice schoolwear outbound SMS campaign (offer, sale etc) for later in season • Create indicative measure of ROI based on closed loop data • Novelty to cut through ‘noise’, gain edge over competitors, PR value • Trial click to call WAP

  9. Customer journey E-mail Dear Sienne, thanks for texting for an offer – to get £5 off if you spend £25 or more, use the voucher code below online (E222 555 222) Call to action – Bella, Best, Hello, OK, nat press To see our great range and current offers text School to 65006 Autoresponse SMS To see the M&S Back to School range and get discount click below or reply with your email address http://wapmeit.co.uk//r/T1167244AF3to stop reply BTS STOP Reply SMS sienne.veit@googlemail.com Website Sale! WAP site Browse product – enter details for email voucher Phone Call Centre Click to call (0845 603 1 603) launches call to Vertex who place order on PCA. Sale!

  10. Good detail – but too much?

  11. Get the call to action right VISION VERSION REALITY

  12. Results • Lower than expected response rate for the predicted reach • But, good ‘click through’ to wap site – 94%. • Best response from The Sun, worst from Daily Express, better response rate early in the campaign. • Lower use of SMS request for e-mail than expected (21%) – possibly due to the high click through rate to the wap site – most people who got the wap link were able to view it and thus did not need the sms request. • Difficult to track sales back to offer code given on wap site and e-mail • Good penetration into content of wap site – ave 2.2 page impressions per unique user. • Good response to follow up SMS campaigns • Positive PR • Fantastic response to the quality of WAP imagery/display

  13. SMS campaign insights

  14. From M&S: Dine in for £10 returns! Details in store or click http://mands.mobi/r/T10257202600 for the menu. To stop text DEAL STOP to 65006 Dine in for two

  15. Top 10 handsets for Dine In • Apple iPhone • Sony Ericsson K800i • HTC Corporation v1415 • SAMSUNG SGH-U600 • Nokia N95 • Nokia N81 • Nokia 5800 XpressMusic • Sony Ericsson C902 • Sony Ericsson W890i • Nokia N70

  16. Inbox Inbox Inbox From: 65006 06/08/09 11:30 From: 65006 22/07/09 18:00 From: 65006 24/09/09 11:44 Earn 500 points worth £5 when you spend at marksandspencer.com. Enter code F0525992. Ends 11 Aug. Ts&Cs online at mands.mobi/pts. To stop text END STOP to 65006 From M&S: Save up to 50% in our great Summer Sale! Starts tomorrow! Details instore or online. Whilst stocks last. Selected items only. To stop reply OFFER STOP From M&S: Enjoy free standard delivery when you shop online! Enter code FREEDL40. ENDS 28 Sep. Ts&Cs at http://mands.mobi/offer. To stop reply OFFER STOP Reply More Reply More Reply More Campaign examples

  17. SMS broadcast campaigns • Integrates with direct mail, email, online, print advertising • Reactive – campaigns can be switched on almost instantaneously • More channel coverage – quicker than direct mail, relevant in-store unlike email • Personalised – have the ability for customers to self select themselves to receive specific offers • Proven ROI (2% - 9.5%) – good response rate, low opt out rate (0.2% - 0.6%) • Effective at changing behaviour, targeted and trackable

  18. Freshly squeezed barcode • Objectives: • Be innovative • Be successful • Minimise risk Image from http://2d-code.co.uk/marks-and-spencer-2d-code/ Image from Incentivated

  19. Customer journey Images: Incentivated and BigGig, 2009

  20. Text only journey Images: Incentivated and BigGig, 2009

  21. A work in progress … • Constructive blogger feedback led to a reworking of the site content/navigation • Over 6000 unique users visited the site (+/- 3000/month) • 2+ sessions per user (repeat visits) • 1.9 pages per session (most popular are Home then Fantastic Offers) • Over 4500 SMS requests (fewer than the unique users – so are people entering the url directly, forwarding the message to friends or do that many people have the reader installed, or all of these?)

  22. Top 10 handsets for Freshly Squeezed • Sony Ericsson W580i • Apple iPhone • Nokia E71 • Nokia N95 • SAMSUNG GT-M8800 • SAMSUNG SGH-F480V • Nokia 5800 XpressMusic • SAMSUNG SGH-U600LG • Electronics LG-KP500 • SAMSUNG SGH-F480

  23. Any questions? Sienne.Veit@marksandspencer.com02087182925079 2054 5978

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