1. Mobile Marketing Association
Engaging the Digitally
Connected Consumer
Jeannette Kocsis
EVP, Digital Engagement
The Agency Inside Harte-Hanks

2. Mobile Marketing Association 2
Offer perspective
on how to
approach
customer
engagement and
business growth
Share our vision
for customer
engagement and
why mobile is the
key
Show how the
Digitally
Connected
Consumer concept
can work for you

3. Mobile Marketing Association 3
Customer experience

4. Mobile Marketing Association
Omnichannel

5. Mobile Marketing Association
Relevance

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Digitally Connected Consumers

7. Mobile Marketing Association 7
The Roadmap
Plan the Journey
Map Content to
the Journey
Determine
Where the
Customer is in
the Journey
Drive Cross-
Channel
Communications
Measure and
Optimize

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Consider How We Need to Engage
Engagement +
Serve through
ALL Channels
Smart Targeting
Relevant
Messages
Dynamic
Content
Mail that
Matters
Behavior-
Based
Content
Optimized for
Experience

9. Mobile Marketing Association 9
Planning moments in time

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Leverage Dynamic Content
Implicit
data
Explicit
data
Relevancy!

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Customer Engagement at Scale

12. Mobile Marketing Association
MOBILE OPPORTUNITY

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Mobile First
Now we use “Progressive enhancement” – you will
have a better end product on both if you think about
“Mobile First”
1.2 Billion mobile users worldwide
25% of US internet users are “Mobile Only”
85% of new handsets access the internet
We used to start with Computer versions and
downsize – degradation

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Our opportunity
• Mobile is PERVASIVE
• Mobile is becoming a channel of CHOICE by customers
• Mobile is WHERE WE NEED TO BE!

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Mobile Readiness
How are you connecting with her?
How WILL you connect with him?

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What is Mobile Readiness?
SMS
MMS
QR
Codes
Mobile
Landing
Pages
Mobile
Web
Sites
Mo-So-
Lo
Data
Capture
Mobile
Search
Mobile
Ads
Mobile
App Ads
Mobile
Commerce
Mobile
Application
Social
Sharing
Mobile
Payments
Location
Aware

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What is Mobile Readiness?
SMS
MMS
QR
Codes
Mobile
Landing
Pages
Mobile
Web
Sites
Mo-So-
Lo
Data
Capture
Mobile
Search
Mobile
Ads
Mobile
App Ads
Mobile
Commerce
Mobile
Application
Social
Sharing
Mobile
Payments
Location
Aware
DATA

18. Mobile Marketing Association 18
Omnichannel Behavior
The Customer Connection Points Where She Goes
Retail
Print
Web Site
Call Center
Mobile
Social

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Do you have…
Mobile
Marketing
SMS/MMS
Apps
Mobile Web

20. Mobile Marketing Association 20
Mobile Web Sites
Mobile Landing Pages
Think about your mobile strategy
Text to Enroll
Web Enrollment
•In-store Signage
•Web
•Print / DM
•CRM
SMS Alerts
Coupons
• Acquisition
• Conversion
• Sales
Mobile Search
Mobile Sites
• Acquisition
• Conversion
• Sales
Mobile/Social Apps
Mobile Service Apps
Mobile Applications
•Mobile Ads
•CRM
•In-store Signage
• Acquisition
• Retention
• Sales
1:1 SMS One to Many Mobile Engagement
•Mobile Search
•Browsers
•Advertising
•CRM

21. Mobile Marketing Association
To Consider Connected
Consumers, Let’s Look
At…

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CUSTOMER RECOGNITION
• When we think of DYNAMIC best practices, we think of:
Personalized recommendations and content

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RECOMMENDATIONS
• When we think of recommendations, we think of:
A pioneer in personalized recommendations

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LEVERAGING PROFILES
• When we think of brands that are anticipating our needs – or at least
reacting to them quickly:
Bringing customer experience through profile

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CAPITALIZING ON PROFILES
• When we think of brands that understand their customer, we think of:
Leverages multiple customer touchpoints

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What do they have in common?
DATA

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CUSTOMER
PROFILES

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HOW WE CREATE THEM
Preferences
Purchase
Data
Web
Behavior
3rd Party
Data
Affinity
Content
Social
Media

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STEPS TOWARD CUSTOMER
PROFILES AND CRM EFFICIENCY

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The First Step
Is to enable your customers!
Content
Frequency
Channel

31. Mobile Marketing Association 31
What Preference Centers Can Do
Choice
Recognition
Save the
opt-out
• Provide customers
with choices
• Get relevant!
• Recognize through
login
• Any device/channel
• Offer options
• Offer other
channels

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Engagement Destinations
COMMUNITY
PRODUCT INFO
TRANSACTIONS
LOCAL EVENTS
CUSTOMER
CONNECTIONS
CUSTOM OFFERS
GAMIFICATION
REWARDS
REGISTER PRODUCTS
PRIORITY SERVICE

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Loyalty and Retention
Special
Offers
Special
content &
tools
View
points &
redeem

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Mobile Connections
Push
Content
Location
Aware
Mobile
Ready

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Make It Simple for the
Consumer
• Single Sign-on
• Simple Access (Email)
• Password Retrieval
• Third Party Authentication

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Leverage Connected Consumers
Behavior:
Profiles
Downloads
Verification
Clickstream
Time spent
Engagement:
Likes
Follows
Social Posts
Responses
Video
RSS
Data:
Profile data
Surveys
Polls
Purchase:
Categories
Channels
Push Media:
Email
Mobile
Social
Advertising:
SEM
Display
TV
Social
Mobile
SEO:
Organic

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Leverage Segmentation

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Leverage Purchase Data
Opportunity to
Connect
• Transactions
• 1st purchase/
return purchase
• Cross-sell
and/or upsell
• Purchase
category
• Spend/basket
size
• RFM
• Ratings &
reviews
Feeds Segments
• How do they
shop and game
• What do/did
they buy
• Which channels
do they engage
• How engaged
are they
• What do they
look like
demographically
Product
Engagement Score
• What do they
view
• What have they
viewed
• Which products
are they most
engaged with
Path to Purchase
• Determine their
likely next step
• Plan
communications

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Create Social Intelligence to Build Relevance

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Social Intelligence Data

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Social Intelligence
Make $75K/year
Programmer
Works in .COM
space
College Graduate
Straight
Lives at Home
Doesn’t Smoke
Does Drink
XBOX/Android Fan
Likes Pandora
Listens to Rap
Reads Gaming
Magazines
Watches Comedies
Likes Dexter
Drinks Beer
Likes Buffalo Wild
Wings
Shops at Best Buy
Likes Fantasy
Football
Gamer
Supports ASPCA
Not political
Catholic
Jon Blake
Kurdish1st@email.com
Found on
SingleNo Children
Around 5’11”
Male
25-30 Years Old
Lives in Roanoke VA
Not Very Athletic White

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Scoring
• Mobile/Email Engagement Model
– Identify, rank and score the likelihood to engage unengaged customers
– Score engaged customers that have the ability to increase their level of
engagement
• Product Engagement Scores
– Adds customer behavior surrounding browsed, abandoned, and
reviewed products
– Layer on known preference data
– Leverage data sources to create a scoring system
• Social Engagement Scores
– Layer social scoring as individuals or list pulls (social segments)

43. Mobile Marketing Association
WHAT THEY LOOK LIKE
Profile:
22 years old, living in Roanoke, VA
Has a “day job” as a programmer working for a
social networking site, >$50,000/year
Single, lives at home with his parents
At night, he is the KING of his clan on Call of
Duty, code name “Kurdish-1st”
Communications
Email Weekly
Content preference Shooting games
Username: kurdish1st@email.com
Password: xxxxxxxxxx
Jon Blake May Never Grow Up
Purchase Data:
Purchases/year 6
Approx value $300
Behaviors:
Friends 766
Likes:
COD Franchises 10
XBOX 5
SPES Score: 8

44. Mobile Marketing Association
PUT THE PROFILE TO WORK

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Create Digital Engagement Strategy

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Plan Content Throughout the Experience
Campaigns
(EM, DM, Media, SEM)
Ongoing CRM
(EM, DM)
Ongoing Loyalty
(EM, DM)
Mobile App Alerts
SMS
Blogs, Facebook &
Twitter Push
Social Response
Video Content
Web Site Content

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Email
Opportunity:
Engage with the Brand
Prioritize products by profile, Web
behavior, scores
Cross-sell/upsell on accessories through profile
data
Add engagement content, requesting product
feedback, show social content
Leverage Pinterest, other social networks

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Mobile Engagement
Universal
Login
Mobile Application:
• Recognizes Customer
• Personalized
Recommendations
• Connects with social
• Leverages third party and
Web site content
• Provides relevant
experience for a rewards
customer
• Manage account
• Mobile alerts
SMS:
• Get rewards balances on the fly
• Get advance notice of title product
launches; countdowns to release
• Customized offers
• Special content

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Social Engagement
Push Messages Engagement Content
Leverage tools
for consistent
push, but
relevant tone
Follow your
social strategy
Provide in-channel
content in relevant tone
Optimize content for
search (internal and
external)

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Instore Engagement

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Measure and Optimize
Web Analytics
Tools, Media
Adserving
Social Analytics
Web Analytics
Tools, ESP
Data, Mobile Data
Web
Analytics, Social, E
SP, Mobile, Call
Center
Direct Sales
Cost per lead/click
Level of Engagement:
Content
Video
1:1 with Brand
1:1 with Others
Support interactions
Within communities
Within call center
Preferences
Channel interactions
Mobile Interactions
Health of SMS
Health of Apps
Email Interactions
Health of Email
Data Collection
Social/Third Party
Program Registration
Incoming Media
Sources
Social Media Push
& Engagement
Incoming
Communications
Engagement

52. Mobile Marketing Association
IN CLOSING

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Things to Remember
• Plan your mobile strategy as part of your customer
engagement strategy
• Think “Mobile First”
• Create the infrastructure to capture customer profiles
• Allow customers to set their own preferences
• Leverage what you know
• Get Relevant for Mobile Engagement!

54. Mobile Marketing Association
THANK YOU!
Read our white paper “The Digitally
Connected Consumer” or stop by our booth to
discuss further…
Jeannette Kocsis
EVP, Digital Engagement
The Agency Inside Harte-Hanks
845-339-0022
@jnetk
Text Jeannette to 47201 for my mobile business card!
TheAgencyInside.com