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

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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)

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

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