LEVERAGING MOBILE TO DRIVE PERSONALIZATION IN A PRIVACY-CENTRIC WORLD. 3Cinteractive

Transcription

1 LEVERAGING MOBILE TO DRIVE PERSONALIZATION IN A PRIVACY-CENTRIC WORLD 3Cinteractive

2 MARGIE KUPFER Vice President, Marketing 25+ brand retail YEARS experience ELLEN ROBERSON Vice President, Strategic Partnerships and Carrier Relations 25+ mobile industry YEARS experience 3C empowers leading brands to develop deeper, more valuable relationships with their customers through our mobile marketing services and solutions

3 time data expensive move blocking open found speeds Isnt Instead Text guidelines slow advantage cookie Another ad regulation SMS mobile compliance ads SPAM rights messaging engagemalware theft article CTIA industry internet conversation Business lead MMA free feel slow data TCPA Security also bandwidth privacy consent dialog news permission Marketing approach rates customer first identity share 13 handwringing cripples Messenger October model second believe 57 ending recurring theme pops VP couple yearsconsumers Product discusses taken push screams changes eliminate much web wonder End pushing World distract consumption experience great consume alternative download annoyance desktops proposition pay Insider recently reviews websites used 15MB consisted total required load page significant concern STOP struggling network analytics engine profiling tool button site cookies eyes watching consumer online barriers coupled active competition Google leading current expansion capabilities scrambling figure able connect devices becomes widespread lots challenges recent better solved practices understand alternate solution spate obtain Beginning favorite ever years spam concerns among causes driven since 2015 response opt mentioned enabled series Long live view rate minutes provides timely notification immediate opportunities data breach protections penalties offered TCPA easy control type receive leads Safari engaged behavioral targeting Digital Magazine half sign SMSdriven loyalty program signed theyve valuable youre concerned result may rethink connecting blasting message tracking right sees clutter look engaging personal built channel accept 5 3

4 Permissions are the key to winning in the new age marketing game 4

5 All permissions are not created equal Mobile Number Location 5

6 80 of consumers are willing to share some level of information with brands in return for a valuable customer experience S o u r c e : Loyalty360 6

7 How do you gain and keep the permission of the consumer? 7

8 CUSTOME R value drivers BRAN D value drivers Be responsive to customer interactions and expectations, and provide them tools to enable ease and convenience Enable timely, personal and relevant information that enhances their lives, in their moment of need or want v Deliver personalized experiences that provide information customers care about through a consistent brand voice Drive loyalty through multi-channel engagement that leads customers through the funnel Deliver exclusive offers, perks and loyalty benefits Increase the annual value of loyalty members and drive strong ROI on all mobile engagements 8

9 Case Studies: Mobile drives personalization and value along the customer journey 9

10 Creating a timely experience through location-based wallet objects generated 4x higher redemption rates than 4 Emai l 1.6x Offer + Add to Wallet Offer + Add to Wallet + Location Based Push 10

11 Leveraging the ubiquity of mobile messaging to deliver relevant and personalized transactions drove $400-$500 million in annual revenue Increased Rx Refill Rates Reduced Rx Abandonment 11

12 Delivering targeted, mobile-only exclusive offers drove customer engagement that saw a 115% conversion rate and 40% reactivation 12

13 Best Practices 13

14 Create a clear call-to-action. When providing consent, a customer should understand 1 what they are going to receive and how often. Maintain useful program terms and conditions that are easily accessible online. Your 2 terms and conditions should contain all details about the program. 3 Create meaningful customer engagements. Address customer needs and keep them engaged with your brand by providing personal and relevant offers and information. 4 Enable the universal unsubscribe and opt-out. Give the customer the ability to opt-out of a program at any time. 5 Out means out. If a customer opts-out, you can immediately deliver an opt-out confirmation message, and then immediately remove the customer from any future communications. 14

15 Are you ready? 15

16 1 2 3 Are you ready to meet customer expectations by delivering rich, relevant, valuable content? Are you ready to embrace the power of your customer and give them the tools they need to control the relationship? Are you ready to uphold the integrity of your brand by respecting customer choice and complying with industry regulations and guidelines? 16

17 Q&A 17

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