SMS Is A Strong Marketing Catalyst, But Not In Silos (A shift from Traditional SMS Marketing to Marketing Automation) Niranjan Kanade VP – Marketing Automation netCORE Solutions @niranjankanade copyright 2016. netCORE Solutions

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Speaker Niranjan Kanade VP – Marketing Automation, netCORE Solutions Niranjan comes with 15 years of rich experience in providing Digital and IT Solutions for various Industries. His expertise lies in Mobile Marketing, Email Marketing and Marketing Automation. Niranjan possesses an exhaustive knowledge of SMS, Voice, Email, Push notifications and USSD based solutions. @niranjankanade

Agenda How Mobile can help you augment your marketing in all channels How SMS along with other media vehicles can enhance Customer Experience The future of SMS Marketing

Major Screen Mobile is Game Changer So, the Mobile is your ~ 371 Mn India Active Mobile Subscriber ~ 1 Bn India Active Mobile Internet Users ~ 371 Mn Avg. time spend on smartphone ~ 169 min/day So, the Mobile is Major Screen your * Source : KPMG-FICCI Report 2014-15; Wikipedia; YourStory: Nielsen 2016, TRAI 2016

90% of all Text Messages are read within 3 mins SMS: A Strong Catalyst SMS is a one- size- fits- all solution which makes anybody (with a mobile number) reachable 90% of all Text Messages are read within 3 mins 98% Text Messages are read Vs. 20% of Email, 29% Tweets, 12% Facebook Posts

But There Are Some Limitations Too… Too Much Messaging ---> Less Relevancy Delivery Failures Literacy Barrier It’s Sweet, but SHORT (Character Limits) Measurement of Content Consumption

SMS Marketing can deliver very good results if it’s integrated well… With other Media Vehicles (TV, Newspaper, Email, Push Notifications etc) When it’s used in response to User Behaviour (in line with interest of the consumer) When User Experience is good and it brings Value to the consumer

Data- driven, Cross-channel, Personalised Communication Solution Is… Data- driven, Cross-channel, Personalised Communication Right Content Right Person Right Time Right Channel

Cross-channel Messaging Email open/ click/ bounce SMS open/ click/ NDNC Missed call key press/ duration Email not opened Trigger an SMS Define events basis customer response on channels Plan seamless cross-channel communication

Data driven Personalization Customer is a DND registered user Offer highly relevant personalised communication without any manual intervention Send Push notification Push notification opened Send In App notification

Approach to Personalised Customer Journeys Use of Marketing Automation Services Build Customer Profiles Create Workflows Connect One-to-One

7 Increased Customer Lifetime value ROI Personalized at scale Co-ordinated Multi-channel campaigns Know your Customer (Unified view) Ways Marketers benefit from Marketing Automation Saves time, improves efficiency Insightful & actionable reports

Success Stories Multi-channel digital engagement 34% lift in Conversions Personalized digital engagement leads to word-of-mouth marketing Global Pharma giant Cross selling and Lead Scoring More than 70% high quality, sales ready leads 49% increase in email open rates Lead conversion rate of 0.4% Leading Insurance player in India Increase ROI Decreased acquisition cost by 93.7% Improved engagement by 157% Fastest growing chain of Hotels Success Stories

“ “ Case Study Ways to integrate Cross-channel Mobile Marketing campaigns

Marketing Automation Case Study How a leading Insurance player used Cross-channel marketing to increase Customer Lifetime Value (CLV) Marketing Automation Case Study

what next to sell to whom and when

will buy, even before they know themselves Uses Propensity Analytics model to analyse data and predict what customers will buy, even before they know themselves

to run this predictive modelling and plan customer engagement We needed a system to run this predictive modelling and plan customer engagement - Client

Marketing Automation Platform Marketers at the Life Insurance company could input the insights from their predictive tool, define rules-based actions with Marketing Automation and deliver messaging across multiple channels Predictive Tool Missed Call Marketing Automation Platform SMS Voice Multi-channel targeting Demand generation Lead Scoring Lead Nurturing Email

Client did not have all the data-points of customers. CHALLENGE Client did not have all the data-points of customers. There was a huge chunk of database with just mobile numbers and no corresponding email addresses. Name Mobile Email

Solution: To plan an automation workflow such that each of the contacts can be reached Database with only mobile number Database with mobile number and email address SMS Missed Call Voice SMS Missed Call Voice Email

AUTOMATION WORKFLOW THE Contact exists in the list Check if Contact has email ID 1. Savings & investments 2. Protection Plan - Unmarried AUTOMATION 3. Protection Plan – Married 4. Annuity plan WORKFLOW Check for category 5. Child plan 6. Retirement plan 7. Health plan Send email on next product customer likely to buy People who purchased Retirement plan are likely to buy Protection plan - Married Check email opened Assign Lead Scoring 10 days 1: Click on video link 2: Missed call given Send OBD Call based on predicted category 3: Goes to landing page to fill form 4: Fills form

AUTOMATION WORKFLOW THE Contact exists in the list THE Check if Contact has email ID 1. Savings & investments 2. Protection Plan - Unmarried AUTOMATION 3. Protection Plan – Married 4. Annuity plan WORKFLOW Check for category 5. Child plan 6. Retirement plan Let’s see what happens when we don’t have the Contact’s email ID 7. Health plan Send email on next product customer likely to buy People who purchased Retirement plan are likely to buy Protection plan - Married Check if Contact has mobile # Check email opened END Assign Lead Scoring 10 days 1: Click on video link 2: Missed call given Send OBD Call based on predicted category 3: Goes to landing page to fill form 4: Fills form

AUTOMATION WORKFLOW THE Rank Lead Score = 4 1 day Check if OBD call duration > 15 secs + key press THE Rank Lead Score = 4 AUTOMATION 1 day WORKFLOW Send SMS of predicted category product with CTA Link Check if SMS Link clicked END Assign Lead Scoring 1: Click on CTA link 2: Missed call given 3: Goes to landing page to fill form 4: Fills form

The Marketing Technologists Group built the automation workflow 11 Day workflow 7 Modules for 7 product categories 4 Channels (Email, SMS, Voice, Missed Call)

$ For the first time, brand targeted its customers on mobile, voice and SMS channels and saw phenomenal response 49% Increase in email open rates because of relevant targeting Overall, the Campaign achieved a lead conversion rate close to 0.42%

Voice channel proved to be the best for generating leads More than 70% of the leads were high quality, sales ready leads April March

Cross-channel Messaging Summarising… Marketing In Future: Cross-channel Messaging Email open/ click/ bounce SMS open/ click/ NDNC Missed call key press/ duration Push Notification

Experience the Marketing Automation demo, give a missed call on “ “ Q/A Experience the Marketing Automation demo, give a missed call on +91 22 6199 9853

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