1. Role Of Mobile In A Modern Customer Journey
(Marketing Automation + Mobile Marketing)
Veer Bothra Chief Innovation Officer
Netcore Solutions
Niranjan Kanade
Business Head – Mobile Marketing
Netcore Solutions
@veer
@niranjankanade
copyright Netcore Solutions: For Internal Circulation Only

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3. Agenda How smartphone proliferation have affected customer behavior?
How adding mobile into Marketing Automation strategy improves customer experience?
Ways to integrate Cross-channel Mobile Marketing campaigns

4. Mobile is game changer Connected Social Mobile Informed
Today’s Customer is
Mobile
Social
Informed
Connected
  • How mobile proliferation have affected customer behavior? • How adding mobile into Marketing Automation strategy improves customer experience? • Ways to integrate Cross-channel Mobile Marketing campaigns
Mobile is game changer

5. Dominant Screen Major Screen Only Screen So, the Mobile is your
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
Urban Mobile Subscriber ~57%
Rural Mobile Subscriber ~43%
Dominant Screen
Major Screen
Only Screen
your
* Source : KPMG-FICCI Report ; Wikipedia; YourStory: Nielsen 2016, TRAI 2016

6. Mobile is causing
a drastic shift in the role of marketers.  

7. Rise of Marketing Automation
… software that helps marketers to streamline digital communication, automate repetitive marketing tasks and deliver relevant and personalised customer experience.
ACQUIRE
… the ability to target cross-channel communications with automated triggered workflows.
ENGAGE
RETAIN
It helps to...
MAXIMISE

8. 3 Principles Of Marketing Automation
Unified View Of Customer
Cross-channel Automation
Dear Pri, take a look at
what to pair your new dress
with!
Inbox
Data-Driven Personalisation

9. Mobile Marketing Automation
Modern marketing is Mobile.
Modern marketing is Automation.
Mobile Marketing Automation

10. Mobile Provides Best Reach Throughout Customer Journey
Search
Interest
Compare
Consider
Purchase
Customer Service

11. Advanced Segmentation
SMS
Voice
Marketing Automation gives advantage to use segmentation.
The data collected is richer and finer.
The new campaigns can be conceptualised with mix and match of insights gathered from other campaign report.
Sent
Delivery
Picked
Time
Clicked
Not Picked
Clicked
NDNC
Duration
Opened
Blacklist
CTA
Bounce
CTA
CTA

12. Mobile Marketing: Real time marketing
Mobile holds the key role in real time marketing.
Mobile brings a new opportunity for brands to personalize interactions with consumers
Marketer has advantage to send right message to right segmented users at real time using Marketing Automation.
How adding mobile into Marketing Automation strategy improves customer experience?
5 Seconds
Avg. time it takes to consumer to read text SMS
2 Minute
Avg. time it takes to consumer to responds via IVR

13. “ “
USE CASES
Ways to integrate Cross-channel Mobile Marketing campaigns

14. 1 Welcome Series/Customer On-boarding Challenge: Solution:
Nurture new customers signing for new product or service.
Educate them through cross-channel experience.
Automate repetitive tasks.
Solution:
Creating workflows which helps automate the entire process.
Send content(Tips/Feature usage/Help) at regular intervals to help users become power users.
Sending personalized message to deliver better customer experience.

15. 1 Day 1 Day 3 Day 5 Day 10 Day 12 Welcome SMS to customer.
Service Registration Desk
Physical mailer sent to customer address with customer code and PIN number.
Day 1
Welcome call to customer.
Ask for preferred language for future communication.
Day 3
Raised to
Bank official team
Getting started SMS with a personalized custom link.
Redirected to online resource page.
Day 5
Send IVR, ask for confirmation about receiving PIN and customer code.
PIN mailer received N
Day 10
Send all imp communication contact number to customer for quick access for future use.
Explain benefit of internet banking, do’s / dont’s, quick how to.
Day 12

16. 2 Customer Feedback Challenge: Solution:
Know customer satisfaction level through survey.
Treat dissatisfied on priority and convert them into satisfied customers.
Solution:
Do customer satisfaction survey.
Connect with “unhappy” customer without delay.
Based on the responses segment respondents to “happy” and “unhappy” groups.

17. 2 SMS with unique custom link. Send personalized IVR for feedback.
Customer visit ecommerce site and purchase online.
Send imp numbers via SMS. Customer can call or send SMS for future communication.
Wait for
7 days
Redirect to personalized feedback landing page
Feedback
Received
Send information to customer about product feedback. N Y
Feedback Received
Above
Avg. N
Rating
Below
Avg.
Customer is not happy. Connect customer with call center.
Checking the feedback rating Y

18. 3 Customer Data Collection & Enrichment Challenge: Solution:
Knowing less about customer.
Limit of enriching data using one digital channel.
Solution:
Using multiple digital channel to enrich data.
Using appropriate digital channel for data collection.
Rewarding customer on every successful milestone, keeping customer motivated for next data gathering activity.

19. 3 Customer visits retail store.
Send IVR to customer and ask for his personal details. Eg. Age, Pincode, Gender, No. of people in family.
Customer look at adv and gives missed call.
Send acknowledgement, give 1st reward coupon.
Customer receive a unique code via SMS
Send SMS with custom unique link. Customer to click on link and fill data.
Feedback
Received
Customer notified via SMS. Customer can visit store in future. N
Send acknowledgement.
Retry 2 times
While leaving customer gives the mobile number and unique code at POS Y
All Data
Received
Wait for a day. N
Send acknowledgement SMS, send 3rd reward coupon.
At POS, store owner punches mobile number and unique code. Y
Send acknowledgement, give 2nd reward coupon.
Unique Code Verified N

20. Weave mobile experiences into campaigns for deeper relationships

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23. “The very nature of mobile platforms is one that supports personalization. Interconnected apps, location information, and other behavioral data make it easier than ever to deliver customized experiences through mobile, more so than through desktop options,” reports tech commentator Jonathan Crowl at SkyWord.