Mobile Marketing for Customer Acquisition and Retention

Mobile Marketing for Customer

Acquisition and Retention

Presented by José A. Rivera

Web Experience Manager Web Experience Manager American Family Insurance

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Bio

Q

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Bio

Jose A Rivera

Jose A. Rivera

• Digital Marketing Web Experience Manager at American Family g g g

Insurance

• Responsible for Digital Marketing strategic development

40 years of mobile communications

• Since the beginning a personal device • The concept of convenience, achieved.

• Distribution drives pricing down market adoption grows • Distribution drives pricing down, market adoption grows • New opportunities for marketers to increase brand reach

Key Global Telecom Indicators for the World Telecommunication Service Sector in 2011

Global The Americas Mobile cellular subscriptions

(millions) 5,981 969

Per 100 people 86.7% 103.3%

Fixed telephone lines

(millions) 1,159 268

Per 100 people 16.6% 28.5%

Active mobile broadband subscriptions

(millions) 1,186 286

Per 100 people 17.0% 30.5%

Fixed broadband subscriptions _{591 145}

(millions) 591 145

per 100 people 8.5% 15.5%

Massive Content Distribution

Active mobile broadband subscriptions by region in 2010 and 2011

Global The Americas

Active mobile broadband subscriptions

2011 (millions) 1,186 286

Per 100 people 2011 17.0% 30.5%

Active mobile broadband subscriptions _{870 224}

2010 (millions) 870 224

Per 100 people 2010 12.6% 24.1%

Source: International Telecommunication Union(November 2011) All figures are estimates. via: mobiThinking

• Access to user segmentation information Marketers Reach Widens with Mobile Web • New opportunities in media placement

• Micro-targeting provides increased economies •Social media captures the digital life of users

Why Mobile first?

Because there is Money in Mobile.

•Web Video is accessible by all

• Loyalty programs are fueled by mobileLoyalty programs are fueled by mobile • Search and Location Services mate

• Give me content, I’ll pay with my profile

52%

GoldVish ‘Le Million’ Piece Unique $1.3 million

52%

Source: Pew American & Internet Life Project, 2012 of adult cell phone owners use Their devices while in a store to get help with purchasing decisions

Mobile Advertising Revenue by Region, Worldwide, 2010-2015

(Millions of Dollars)

Region 2010 2011 2015

Region 2010 2011 2015

North America 304.3 701.7 5,791.4

Rest of the World 196.9 410.4 2,761.7

l 62 3 309 9 20 6 0 0

Total 1,627.1 3,309.9 20,610.0

PlaceIQ Product Overview

PlaceIQ Product Overview

LOCATION DATA ANALYSIS OUTPUT

EXTERNAL LOCATION

SOCIAL DATA DIGITAL DATA PHOTO DATA CELL PHONE

PLACE DATA POI DATA _LEARNING MACHINE

SENTIMENT ANALYSIS

SOCIAL RANK / SCORE DIGITAL RANK / PLACE & PEOPLE

TYPE

PHOTO DATA CELL PHONE DATA EVENT DATA WEATHER DATA TRAFFIC DATA RETAIL DATA USER DATA PROFILE DATA CLICK THRO

DATA GOV DATA

ANALYSIS TREND ANALYSIS CORRELATION PATTERN ANALYSIS SEMANTIC ANALYSIS PRODUCT AFFINITY RETAIL PURCHASES RECREATION PROFILE DIGITAL RANK / SCORE

DATA GOV DATA

CRIME DATA DEMOGRAPHICS _SEGMENTATIONCORRELATION

RETAIL PURCHASES LOCAL INTENT

IAB / PRIZM DEMOGRAPHICS

DETAILED, RICH, CONTEXTUAL KNOWLEDGE OF A LOCATION ENABLING

UNDERSTANDING HOW THE PEOPLE AND PLACE CHANGE OVER TIME TARGETED AD CAMPAIGNS BY TIME AND PLACE

M bil b h i i U it d St t | O t b N b D b 2010

Evaluate your market opportunity

Used connected media

(browser, app or download) 46.7% d b

Mobile behavior in United States | October, November, December 2010

Percent of total mobile audience (Age 13+)

• Align your products and services with the

Used browser 36.4%

Used application 34.4% Sent text message 68.0% Instant messaging 17.2%

Email 30.5%

g y p

appropriate market opportunity,

• Define and stick to the main purpose of your solution Look beyond the shinny stuff

Took photos 52.4%

Social networking or blog 24.7%

Played games 23.2%

Recorded video 20.2%

Listened to music 15.7%

your solution. Look beyond the shinny stuff. •Treat your solution as a product.

supported as a product. Market it like so.

Watched TV and/or video 5.6%

Bank accounts 11.4%

Financial news or stock quotes 10.2% News and information 39.5% Weather reports 25.2%

• When in doubt, a phased approach can be smarter than the big splash.

Search 21.4%

Maps 17.8%

Sports news 15.8%

Restaurant info 10.0%

Traffic reports 8 4%

• Remember first impressions and perception are reality. Would you use it?

Traffic reports 8.4%

Classifieds 7.3%

Retail site 6.5%

Travel service 4.4%

Source: comScore MobiLens (Feb 2011)

• Commit to the audience, increase your Solution catalogue.

KPI’s – Understand the business objectives

A h id ti l d G ti l d i

KPI’s – Understand the business objectives

A h id ti l d G ti l d i

Activation - SMS/QR Codes call to action on traditional media.

Mobile Search and Mobile Media drives higher interaction #’s (PlaceIQ)

Activation - SMS/QR Codes call to action on traditional media.

Mobile Search and Mobile Media drives higher interaction #’s (PlaceIQ) Awareness, purchase consideration, lead Generation, sales driven.

Awareness, purchase consideration, lead Generation, sales driven.

*A di * C ll t ti d i OPT IN ( id ith

*A di * C ll t ti d i OPT IN ( id ith

R E T E N T I O N S T R A T E G Y

*Audience* - Call to action drives OPT-IN (user provides company with

mobile contact to continue the dialogue

*Audience* - Call to action drives OPT-IN (user provides company with

mobile contact to continue the dialogue

Tap DATA – Get to know your

consumer by “tapping” them for data. Likes, dislikes, ZIP code, family structure, new purchases product needs

Give UTILITY – 7 dimensions of value

(Monetary, Content, Access, Service, Experience, Premium, Societal)

new purchases, product needs.

Insights will drive mobile tactics + channel use

Bluetooth SMS/MMS _{On Deck Applications Off deck Applications QR Codes AR} NFC

Many ways to skin an app.

•Pros - Full ownership, update as needed, re-sell, code i t it t h l i t t

integrity, technology investment

•Cons – Staffing challenges, continued support, data accountability.

BUILD

•Pros – Speed to Market…sometimes.

BUY

BUY

•Pros – Speed to Market, re-skin, licensing model, maintenance, service driven

C li i d l l i d d

BORROW

Play well with others in the sandbox.

Mobile

Deliverable

Digital Marketing

Di it l M k ti

i

Digital Marketing Resources

Digital Marketing is

made of 3 groups:

▫

Web Experience

•Program Leads – Sales, Service,

Content, Field Support and Analytics

▫

Social Media

•Content creators for .com & Social •Graphic Design

▫

Interactive

Development

Development

American Family Mobile Efforts

AWARENESS

GROWTH

RETENTION

• m.amfam.com

• QR Codes

bil

• m.amfam.com

• Agent Mobility

bilit t

• Corporate SMS

• Mobile Alerts

C

it

• Mobile Banners

• In-app

advertisement

• Mobility at

events

• Online Sales

• Community

Content

• Account

• Mobile

Sweepstakes

• Mobile Utility

• Mobile Utility

• Corporate SMS

M bil O t i

Management

• Emergency

Assistance

• Mobile Utility

_{• Mobile Opt-in}

Assistance

• Mobile Utility

• Account

U d t

Updates

m.amfam.com – Growth / Retention

Mobile web launched in 2009@AFI

Hosted solution for speed to market. This was a completely separate

experience from amfam.com. We used thi l ti f 2 b f

this solution for 2 years before

transitioning to in-house team. Time to update, costs, UI flexibility and analytics are some of the reasons for the change.g Currently we only manage one website and this feeds amfamlatino.com and m amfam com User agent detection JS m.amfam.com. User agent detection, JS and CSS management allows the team to optimize page layout for mobile

Account Management - Retention

MyAmfam is the first attempt by American Family in the mobile development space.

The application was developed by I/T staff with Marketing collaboration. It was developed for iOS (iPhone only) and the Blackberry Storm. This application Is currently undergoing maintenance and new features are projected as part of the update. Android will also be supported in the next release.

Mobile Gaming

iAmFam is our venture in the gaming space. The desktop version was received with great success in 2010. It was built on the Flash platform and recently re-designed in a mobile Using a mobile gaming engine that allowed us to maintain the 3D experience and

efficient speeds efficient speeds.

Driver: Target Customer Goal: Engage with

Goal: Engage with

customers outside the insurance space

Learning: In order to Learning: In order to

keep the game relevant the investment must include periodical content updates and content updates and special prizes.

Benefit: Introduce the

brand to casual gamers brand to casual gamers and leverage in media plans.

Other Mobile Efforts

SMS Agent Locator – Text a ZIP code as keyword to the short code QUOTE and

receive contact information on the closes agent.

Agent text message – Enable agents to manage texting in a unified

dashboard

Events lead capture Capture prospect information using mobile technology Events lead capture – Capture prospect information using mobile technology

at public events.

Mobile search – Part of our search strategy for corporate and agent resultsgy p g

Mobile Advertising Support – All new campaign micro sites and interactive

experiences are all developed with a mobile companion in scope.

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Questions?

Jose A. Rivera W b E i M

Web Experience Manager American Family Insurance

jrivera@amfam com jrivera@amfam.com