M& s mobile_engagement_dma_v0.2[1][1]

Making Mobile Marketing WorkSienne Veit

Engagement

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

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)

Where to start?

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 marketingwww.slideshare.net/helgetenno/post-digital-marketing-2009

M&S customers and mobile?

Video from Marks and Spencer research 2009 by Lbi

Back to school – July 2008

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

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/T116

7244AF3 to stop reply BTS

STOP

Call to action –

Bella, Best, Hello, OK, nat press

To see our great range and current offers text School to

65006

Reply SMS

[email protected]

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)

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!

Customer journey

Good detail – but too much?

Get the call to action right

VISION VERSION REALITY

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

SMS campaign insights

Dine in for two

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

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

Campaign examples

Inbox

From: 6500606/08/09 11:30

Reply More

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

Inbox

From: 6500622/07/09 18:00

Reply More

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

Inbox

From: 6500624/09/09 11:44

Reply More

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

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

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

Customer journey

Images: Incentivated and BigGig, 2009

Text only journey

Images: Incentivated and BigGig, 2009

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?)

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

Any questions?

[email protected] 2054 5978