Omni channel: IBM® mobile roadmap strategy and tips
Email contacts can update their Preferences to receive messaging by way of SMS instead of or in addition to email.
Overview
Program users can either use two separate programs, or designate a path or track specifically for SMS messages. They can use the SMS Consent/Opt in Status to route contacts to a step or path/track since an opt-out status rule for email is not available.
Mobile roadmap
Mobile App Messages
Mobile App Messages enable marketers to send messages that are personalized, segmented, event triggered and automated.
Precision Notifications Maximize Results
Types of Mobile App Messages
Rich Notifications / Rich Inbox
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In-app Notifications
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Mobile App Message
SMS Messaging - SMS 2.0
- Improved user experience
- Consent management
- Universal Behaviors
- Multiple SMS programs
- Ability to add new features
New Reporting - November 2015
SMS roadmap 2015
Case Study Communications
- Client: BRIDGEVINE, a reseller for cable and telecommunications companies.
- Business Need: Prospective customers not following through with conversions.
- Calling into the call center to schedule an installation appointment.
- Solution: Implemented an automated email and SMS campaign with the goal of being more proactive than reactive to increase these conversions.
- Execution: Placed a short form that included both email address and mobile number on a microsite, which triggers SMS and email messages when submitted.
The Result
- Three hundred percent increase in conversions, with a call-back rate of 33 percent.
- More than 45 percent of the prospects who provided their email addresses also opted in to the SMS program.
- SMS was the primary conversion channel, with a call-back rate of 27 percent.
Other SMS Use Cases
- Email List Growth
- Contests
- Promotions
- Text-for-Info
- Cross Channel Campaigns
- DSW
Responsive email Templates
Email Layouts - Possibly in future
Select from responsive pre-built email layouts that provide a starting point when you create a new email. Email layouts for newsletters, product launches, cross-sell, and upsell.
Mobile Strategy
Improving the Customer Journey
The Customer Evolved
The modern consumer expects more from every interaction. Brands can be formed by social media and advocacy can be won or lost with each engagement.
- 55% of customers expect personalized promotions and offers from brands.
- 59% of customers are influenced by social posts of a purchase by a friend.
Source: Global Digital Disruption Executive Study, 2013; “Winning Strategies for Insurers” IBV Study
Why does the customer experience gap exist?
Because understanding customers requires seeing their entire journey and connecting the dots is difficult.
Mobile has the potential to both enable a better experience or disable an experience:
- Your customer is always mobile.
- Mobile is a touch point in all customer journeys today.
- It must be orchestrated with the overall customer experience.
What is a customer journey?
- A framework that helps you improve customer experience.
- Shows how customers interact with your brand.
- Uses the customer perspective.
- Identifies gaps and prioritizes investments.
Getting Started
- Identify your customers persona's.
- Identify the stages of customer interactions.
- Discovery
- Research
- Conversion
- Post-Sale
- Break that into further activities.
- Discovery - watching a promo video, learning about a specific country or city.
- Research - looking for travel dates, compare rates with competitor, alternative modes of traffic.
- Include the different channels.
Why is marketing important?
Companies who do Omni-channel well…
Looking Towards the Future
Proliferation of sensing infrastructure is exploding
The latest disruption in Mobile: Location
- Mobile and social technologies are changing expectations on engagement.
- Humanly relevant and instant are the new expectations that cultivate the relationship with buyers.
- Businesses can access data they have not had before to personalize and identify opportunities to innovate.
- Doing it right can create opportunities for new sources of revenue.
- Larger font size for better legibility.
- Think with your finger.
- Simplify your design and content.
- Use visual cues.
- Keep files sizes small (Make it fast + Save visitor data).
- Make it a task that is oriented.
- Make contact information easy to find.
- Double check that forms are mobile-friendly.
Mobile email Tips
- Subject lines – 23 - 44 characters
- Snippet text –85 characters or less
- Skinnier emails –600 pixels or less
- Larger fonts + buttons
- Simplify the design
- Simple, clear call to action
- Keep content concise
- Lots of white space / padding
- Check the landing page
Mobile App Tips
- Many apps are built purely because they are perceived as trendy, rather than useful.
- As a replacement to a mobile website.
- Users do not download an app just for product information.
- Do not replicate a website.
- Your app does something your mobile site can't do (bar code scanning, iBeacons, augmented reality).
- If something from your particular user-base is identified that says they are hungry for an app from you.
- The app has something to entice users and keep them (rewards for loyalty, exclusive offers, or discounts).
- The customer experience on the app is excellent.
- The customer data from app users are valuable.
Wrap Up
Helping marketers think about customers rather than campaigns.
"the best CMOs are moving beyond campaigns and thinking much more holistically about their consumers' entire lifecycles and how to facilitate a great, consistent experience that drives transactions, builds loyalty, and generates advocacy." Forrester Research
7 Tips for a Great Mobile Customer Journey
- Identify the goal.
- Know whose journey you’re mapping.
- Create and engage cross-functional team to map the journey.
- Talk to your customers.
- Think through the ENTIRE journey.
- Determine the best channel for each communication.
- Avoid analysis paralysis.