Once referred to as innovative and daring, multi-channel marketing campaigns today are a fundamental part of almost every marketing plan and are essential to achieving marketing objectives. Why? The consumer of today is connected to endless amounts of information at all times – consumers spend an average of 144 minutes daily engaged on their mobile phones (eMarketer). This platform is the perfect intersection to reach your customers between the offline and online worlds; and the facts don’t lie: a stunning 52% of consumers visit a retailer’s website after receiving location-aware communications while 50% visit the store soon after (eMarketer). As a marketer, it’s essential to understand how to effectively grab the attention of your consumer in this media rich world to create a seamless experience for them to close the purchase cycle.
Join Faraz Iqbal, Sr. Director of Global PMO at Velti, and the DMA this Thursday, May 23rd at 2pm EDT as we discuss how to incorporate the right mCRM strategy into your marketing plan to drive KPIs, convert interactions into transactions, and turn your customers into true advocates for your brand.
Register for FREE now!
Webinar: How the Savvy Retailer Creates a Seamless Shopping Experience
When: May 23, 2013 2:00 pm – 3:00 pm EDT
Want to hear from the top experts about what makes the best advertising campaigns succeed? Well you’re in luck! Mobile Media Upfront is this coming Monday, May 20 in NYC, where you’ll get the full scoop on what campaign strategies and creatives are currently the best out there. Our own CRO, Harry Patz, will be accompanied by the biggest and best agencies to give you a sneak peak into what kinds of campaigns will win at Cannes. Don’t miss this fantastic session–details below:
When: Monday, May 20, 2013 @ 3:40pm
Where: New World Stages, NYC
What: [TRACK B] Advice from the Experts — How Campaign Strategy and Creative Will Win in Cannes
Moderator: Anna Bager, VP GM Mobile Center of Excellence, IAB
Still haven’t gotten your ticket yet? We are giving away FREE passes to our favorite agencies. Email email@example.com to claim yours now!
Not an agency, but still want a deal? Use our discount code to get $100 off: Velti100
By Paul Sinclair, VP of Carrier, Technology, and Automotive Vertical Sales at Velti
Less than a decade ago, when you needed a new phone, the first decision you made was with which carrier to go with for service.
AT&T, Verizon, T-Mobile, Sprint and the rest had differentiated themselves in the mind of the consumer by devices they carried, plan options and coverage quality. All your mobile choices depended on which carrier you chose to host your phone calls and text messages.
How times have changed.
In today’s market, comparable data speeds, a bevy of over-the-top data-based solutions such as Facebook Messenger, Google Voice, Skype, Pinger’s Textfree and the ubiquity of Wi-Fi coverage have changed the communications game – altering the perception of the carrier to simply the conduit for communication, not the provider it once was.
Today, on carrier networks where voice once ruled the airwaves, 85 percent of all traffic is now data, and that figure is only going to grow as new generations of phones and tablets gobble up more bandwidth.
Parity between device offerings across carriers has further relegated the importance of the carrier, making its selection nothing more than a necessary evil for most consumers.
This is not to say carriers are in trouble. We have gone mobile. We depend on our connected devices for everything we do.
Carrier revenue from data climbed to near $80 billion in 2012, up from $67 billion in 2011.
But, despite data accounting for 85 percent of network usage, that $80 billion figure only makes up 39 percent of carriers’ total revenue.
Carriers are certainly making money, but they are operating inefficiently for the most part in an industry that is anything but.
T-Mobile has made Wi-Fi calling standard on many of its devices, which is a start, but mobile analyst Chetan Sharma found that, overall, carriers are generating less revenue per customer, as every 52 cents in new data revenue accompanies a 96-cent loss in voice revenue.
According to Ovum, a mobile communications research firm, data-based messaging services will have eaten $54 billion in carrier revenue by 2016.
The carrier business has changed, but the business model remains the same. The changing streams of carrier revenue have many wondering what the future of their business will look like as carriers pursue new monetization efforts.
First, carriers have already begun looking at enterprise solutions and how to best leverage the massive network infrastructure to provide software-as-a-service offerings to businesses of all sizes.
The speed, scale and volume of data that today’s carrier networks are capable of carrying rivals most Internet service providers, and can be a valuable resource for business solutions to companies with a mobile or partially-mobile workforce.
Verizon has already spoken publicly about enterprise applications for its network, including doctors treating patients remotely and firefighters using infrared cameras to access burning buildings’ layouts.
Second, for many, the answer lies in all that data.
Carriers control the data we are obsessed with – the data that allows us to play our games, read what our ex-girlfriends Tweeted about over breakfast, and be the first to like the Instagram picture our friend posted 7.4 seconds ago.
But they have been doing a poor job of capitalizing on our obsession and the resources available from the networks’ technological advances.
Networks have become so efficient that analyst Mr. Sharma stated that carriers would be profitable even if 100 percent of their networks’ usage came from data, but rates and plan options must evolve so that revenue share correctly reflects network usage – and carriers maximize profits.
Finally, and perhaps most importantly, carriers know a lot about each user and have the data to back it up.
This leads to the ultimate big data problem: how to best capitalize on the combined behavioral data from millions of apps and mobile sites and the hundreds of millions of users and devices on a network. This hoard of user insight is a marketer’s dream.
Rather than simply being a source for bills or new devices to consumers, carriers can leverage the relationship they have with their customers, and the data they have about them, to market back meaningful new offers from partner advertisers – from coupons for their favorite products to deals on travel.
Carriers can help marketers and advertisers fully understand their users.
ULTIMATELY, CARRIERS should position themselves in the larger industry landscape as a link in the consumer chain, not a mere gateway that chain passes through.
The way we interact and communicate has changed, and changed dramatically, from where it was even just six or seven years ago.
Carriers power the mobile devices we can no longer live without, but they have allowed themselves to fade to the background of the mobile industry.
If carriers can operate efficiently within the new dynamic of data and network scale, they have the opportunity to regain the relevancy they have let slip away.
For more information, reach out to Paul at firstname.lastname@example.org.
In the wider market, big client accounts are always shifting around and causing incumbents and prospective suppliers a lot of effort and palpitations—but the reality is (and as a former client I know this only too well) it’s all about shifting business around to get a better deal for less money. The margins are getting leaner, and the currency of mobile–the distributed device of consumer choice–has never been more relevant. Our own research is telling us:
What’s really interesting in this environment is going to be our behaviour as a business: clearly managing our strategy to provide client relevance and maintain profitability is key—and there is a shedload of new business to be had. Question is: how good are we at getting our basic pipeline in good shape? Do we wait for RFPs, or try to disrupt a bit of attention and create some appetite? As a market maker of 30 years, I think getting the brand proposition out there and engaging with customers and prospects is, and probably always will be, the most important objective of any business. Reputation (note:not the “R” word) is all we ever really have from an individual and corporate standpoint.
The “R” word
I had the pleasure of working a few years ago with a famous British General, who led land forces into some challenging theatres of operation, with an equally famous reputation for his interplanetary intellect. He was laser focused on the “R” word—it was, he believed, the very core of operational success, implying ownership and empowerment. It was, in his view, the key to winning wars, and that word was: responsibility. It belongs not to one man or woman, but to each of us.
So I have been mulling over the basics of responsibilities when it comes to business. A few years back I spent a year as an interim Group Marketing Director in trade event & publishing with one of the most fearsome B2B commercial engines I have worked with. As a B2C veteran, I had a real eye watering experience about the fundamental differences between B2C marketing & the precision and efficiency of a finely tuned and measurable B2B Sales and Marketing process. None of your profligate brand eye candy and wafty creative types—this was all about driving sales and client lead generation, it was a lean process that took no prisoners. I think we could all learn a thing or two from the underlying process model in which everyone knew their responsibilities and targets and, much like the Army, these guys worked in a team where respect for expertise, operational collaboration and the esprit de corps helped them to deliver regardless of the challenges of their markets.
Responsibility all begins with the humble prospect lead—arguably, leads are our most important commodity, whether these are sourced locally, brought in from brokers, delivered by marketing, introduced by networkers, or mapped against defined sectors and job roles with the highest propensity to buy product. Once we have built our lead data into an audience the key is to create a systematic campaign based on some form of insight proposition; an event invite, a survey, a seminar, a webinar, a free training or consultation session, each is designed to build a dialogue and engagement with prospects.
Get it right and over time you should expect a dialogue with over a third of the targets; but it doesn’t happen in one go, wave on wave of e-marketing with a frightening frequency needs to hit the data, causing unsubscribes and opt-ins of equal measure. Supported by new content at each mailing, along with PR, thump plans (detailed targeted proposals based around in-depth company insights), invitations to your own events; taking platforms at trade shows, social media discussions, white papers, thought leadership, new product launches all contributing valuable marketing content. And in the end, it all leads to one thing: a new business opportunity.
Then, it’s about the responsibility for the outbound call from a courageous sales head or telemarketer to open the door for a meeting at which the strategic commercial expert asks the business about what is causing them real angst – and then begins to set out the solution.
In this responsible B2B model everything is measured from spend and result so we focus only on the activities which are forensically and measurably shown to deliver result, and in the B2B instance, marketing and sales should be in total alignment, segmenting suspects, prospects and targets into tiers mapped to value and proposition, and we learn that what really works is building relationships.
When the “R” word is absolutely and clearly defined for all participants in the Sales, Marketing & Delivery process—everyone knows their part to play, exactly what they need to do, and trusts one another to play their part achieve the goals—then you have one helluva team…which is kind of the fundamental military principle which wins battles and wars.
So let’s get out there and do this right!
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The Great Mobile Migration: Demystifying Mobile Marketing, MITX Event
May 2, 2013
Velti is a sponsor, speaker and exhibitor.
Morris Martin will moderate the 12:50pm panel: The Future of Location Based Marketing
Panelists: Sarah Amitay, VP Mobile Marketing Director at Mobext/Havas Digital; Gina Romani Preziosa, VP Group Digital Media Director at Mullen
MMA Forum New York
May 8-10, 2013
New York, NY
Velti is a speaker.
Krishna Subramanian, Velti CMO, will be speaking on the May 8th 9:30a workshop, Creating Awareness and Influencing Engagement: Mobile, Media & Advertising Within the Marketing Mix.
The Mobile Show Middle East
May 14-15, 2013
Velti is a speaker
Miltos Vidalis, Velti General Manager MEA & Turkey, will be speaking on May 15 at the 11am session, How to create a permission-based SMS ad campaign that taps into consumer buying history.
SF Android User Group
May 16, 2013
Velti San Francisco Office
Velti is hosting this group during Google I/O as the HTC team speaks about Bluetooth Low Energy.
Mobile Media Upfront
May 20, 2013
New York, NY
Velti is a sponsor, speaker, and exhibitor.
Harry Patz, Velti CRO, will be speaking on the 3:40p panel, Creative Showcase: A Sneak Peak at Cannes.
Other panelists: Richard Guest, President US of Tribal DDB, Jeff Brooks, CEO of M&C Saatchi, and Richard Ting, EVP Global Director of R/GA.
May 21-23, 2013
San Francisco, CA
Velti is a sponsor.
We are proud to have hosted Women in Wireless San Francisco at the Velti SF office this past Wednesday, for an exciting, sold-out event focusing on the top selling book by Sheryl Sandberg, Lean In: Women, Work, and the Will to Lead. Not only did we host, but Velti’s very own advisor, Mari Baker, moderated the discussion, along with the co-founder of Lean In, Gina Bianchini.
With over 80 people in attendance from companies including Visa, Google, Gap, Pinterest, PayPal, Stella & Dot, AOL, and Westfield Labs, our group discussion dove deep into the book’s core message and examined what it’s like to be a woman in the workplace. Gina shared wonderful, inspiring personal stories and gave advice to help all women achieve their goals.
Here’s a look at some of the insightful takeaways that resonated deeply with our group:
1. Consider the person you marry as more than just a life partner — you’re marrying your business partner.
2. The assumption that “women can have it all” is a myth. It’s not valid — nobody, men or women, can truly have it all. Instead, set priorities and boundaries then truly consider what will give you personal fulfillment. Everyone has a different definition of personal success.
3. Conversation will lead change in the workplace – talking openly about how women may be treated differently is the first step.
4. Don’t start your opinion with what you don’t know (“Well I don’t know much about business, but…“), start it with what you do know (“I do know that I’ve seen this happen, therefore I believe…“). Why doubt yourself? Don’t be afraid! You are smarter than you think you are.
5. Don’t sit in the back of the room — step up and join the discussion at the table. Be confident and no one will think otherwise.
6. A mentor & mentee relationship will prove to be more valuable than any coffee meeting with a senior leader. In order to find the perfect mentor, you must identify a passion you have and then find someone who possesses that same interest. This dynamic relationship will encourage tremendous growth in not just your career, but life in general.
7. There is a huge benefit to having close peer relationships. Mentees can help mentees — you don’t need to seek advice from someone with more experience than you. Create your own “advisory board” of peers around you as a central system for support: someone who knows how to handle finances, someone who is great at fixing things around the house, someone who is incredibly creative, someone who can always make you laugh, etc. This support system will help you succeed in your life.
Accounting for a full mobile strategy’s impact on revenue is made difficult by the different response rates users exhibit given the nature of various industries. Looking closely at the various market standards and trends, it’s clear that the right marketing strategy can have a great impact on the revenue; but it’s critical for marketers to realize that mobile marketing is not just about using the right tools, it’s about the context you deliver that tool in that matters and drives revenue.
The good news is the industry as a whole has already begun trying to quantify mobile’s impact on revenue. Google has even developed an online calculator tool, Full Value of Mobile, which walks users through a simple process of identifying how mobile affects the purchase decision process based on conversion rates.
Let’s have a closer look at 6 commonly implemented mobile marketing tools and the ways they link back to, and positively affect, a brand’s revenue:
1. mCommerce Site – the money maker: There’s no need to elaborate on the importance of the mobile website – the fact is it’s the cornerstone of nearly every mobile marketing initiative. A mCommerce site opens a brand’s doors to more consumers and more business. Successful development and positioning of an mCommerce site can increase revenues by 3%. Sales on mobile websites are skyrocketing and for some brands it already accounts for 6-7% of their overall digital sales. If these numbers sound small, do the math for your brand; it will change your perception on the mWeb strategy.
2. Mobile Applications – the popular (and powerful) brother of mWeb: Mobile apps are one of the most important revenue streams in the mobile monetization strategy. They are high-tech brand-presence mediums that are capable of anything. While I cannot disclose specific brands, several of Velti’s clients have recorded an increase in sales of approximately 50% when they rolled out their mobile application, with no drop in sales from their mobile web sales.
3. Mobile media – the promotional medium: Mobile media works well for brand engagement and positioning, as well as advertising brands and products. However, mobile media makes it a challenge for marketers to accurately track ROI across complex campaigns. Does mobile media link back to revenues? Does it help a brand convert their media spend into actual sales? Yes! Planning your mobile media campaign strategically by taking into account location-based services, targeted apps/sites, retargeting opportunities, real-time bidding and rich-media interactive A=ad units can be linked directly to online or in-store revenue. Based on research by Mobiquiti, 27% of purchase actions after browsing a mobile retail app/site are completed on smartphones. Adding that to your brand’s average click-through rate and your online sales, it leads to a rather noticeable increase of revenue from your digital hub.
4. Mobile coupons – taking mobile, offline: Mobile coupons are usually perceived as freebies, a way to trigger excitement or reactive your idle database. That said, there are almost countless forms of mobile coupons, and if utilized correctly, they can have a great impact on a company’s revenue. It is not just what you provide in a coupon, but also how you provide it, the time, the place and of course the tracking mechanisms you use. For some retailers, effective redemption rates could be as low as 0.9%; for some CPGs it can be 20%; the effectiveness of a couponing campaign varies significantly depending on the campaign’s strategic goal. Marketers need to understand the need for a more targeted mCouponing campaign. Pay attention to the location of your audience and customize your message if needed to drive the most revenue for your brand.
5. mCRM – the text based communication: SMS is perceived as a low tech solution. However, a user’s cell phone number is one of the two most important numbers you could have that links back with a client – the other one would be their SSN number. mCRM does not directly drive revenues, but sets up the first step on a successful mobile marketing campaign. Running a mCRM campaign on your social media efforts, for example, can result in the generation of a personalized, targeted and segmented database, setting up the ground for future activities and text-based promotions that link back to sales and revenues.
6. WAP-push messaging – a.k.a text-based advertising: It sounds very basic and unattractive. However, this is the most effective way to monetize your previously developed mCRM database. An idle database of XX people can now have an impact on actual sales. Targeted campaigns promoting a retailer’s product or special offers on the App or the mSite drive additional traffic to the mobile destination. Research found that SMS alerts with mobile links see a 19.3% click through rate to a website or mobile app, further adding to the overall mobile revenue streamline as noted above.
The tools listed above are just some of the ways that show how mobile only campaigns can have a direct effect on a company’s revenue. However, they are not the only tools that do so, as different solutions have different impact on different industries. What marketers need to consider when investing in mobile marketing campaigns, is not what you do, it is how you do it that produces effective results.
In the gambling industry, we see the change in consumption dramatically affecting the dynamics of customer acquisition and conversion.
For gambling operators, this means players can sign up, deposit safely, securely and conveniently whilst on the move. Crucially, Velti believe operators who incorporate appropriate mobile payment capabilities will have a competitive advantage.
Join our FREE 60-minute webinar session on Thursday 2nd May, 2pm (GMT) to hear our panel of experts discuss how incorporating mobile operator billing can give your business a competitive advantage. Register for FREE today!
JOIN THE WEBINAR TO DISCOVER:
• How James Harrison, CEO at Pocket Fruity is benefiting from operator billing
• How to incorporate direct billing within your cashier
• How to use direct billing as a tool to reduce acquisition costs
The webinar will include a panel debate featuring speakers from Pocket Fruity, EGR, O2 and Velti, followed by a Q&A session. A copy of the presentation and access to the live recording will be available after the webinar.
Register now for FREE!
If you’re planning on attending the MMA Forum in New York starting May 8, be sure to check out Workshop 2, Creating Awareness and Influencing Mobile Engagement: Mobile, Media & Advertising Within the Marketing Mix. No matter the industry, how your brand embraces mobile is a key differentiator for your customers and will influence their purchase choice. In this session, the top buyers, sellers, and mobile enablers will discuss how to make the most out of your mobile presence–including our very own CMO, Krishna Subramanian!
When: May 8, 2013 @ 9:30 AM
If you haven’t registered yet, get your pass now–and if you’re a brand or agency, register to attend for FREE! Hope to see you there!