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SMS Is A Strong Marketing Catalyst, But Not In Silos

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Presentation on theme: "SMS Is A Strong Marketing Catalyst, But Not In Silos"— Presentation transcript:

1 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 netCORE Solutions

2 Things To Remember Tweet Question Slides & Recording
Use below hashtags and handle to tweet during the webinar #netCOREWebinar @netCORESolution Please use the chat window to ask questions during the webinar You will get an with slides and recording post webinar

3 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, Marketing and Marketing Automation. Niranjan possesses an exhaustive knowledge of SMS, Voice, , Push notifications and USSD based solutions. @niranjankanade

4 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

5 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 ; Wikipedia; YourStory: Nielsen 2016, TRAI 2016

6 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 , 29% Tweets, 12% Facebook Posts

7 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

8 SMS Marketing can deliver very good results if it’s integrated well…
With other Media Vehicles (TV, Newspaper, , 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

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

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

11 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

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

13 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

14 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 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

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

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

17 what next to sell to whom and when

18 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

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

20 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

21 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 addresses. Name Mobile

22 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 address SMS Missed Call Voice SMS Missed Call Voice

23 AUTOMATION WORKFLOW THE Contact exists in the list
Check if Contact has 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 on next product customer likely to buy People who purchased Retirement plan are likely to buy Protection plan - Married Check 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

24 AUTOMATION WORKFLOW THE
Contact exists in the list THE Check if Contact has 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 ID 7. Health plan Send 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 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

25 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

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

27

28 $ For the first time, brand targeted its customers on mobile, voice and SMS channels and saw phenomenal response 49% Increase in open rates because of relevant targeting Overall, the Campaign achieved a lead conversion rate close to 0.42%

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

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

31 Experience the Marketing Automation demo, give a missed call on
Q/A Experience the Marketing Automation demo, give a missed call on

32 We will email the recording and slides to you soon 
Thank you for joining We will the recording and slides to you soon 


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