Transcript Presentation

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
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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, Email Marketing and Marketing Automation.
Niranjan possesses an exhaustive knowledge of SMS, Voice,
Email, Push notifications and USSD based solutions.
@niranjankanade
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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
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Mobile is Game Changer
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
your Major Screen
* Source : KPMG-FICCI Report 2014-15; Wikipedia; YourStory: Nielsen 2016, TRAI 2016
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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
Email, 29% Tweets, 12% Facebook Posts
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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
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SMS Marketing can deliver very good
results if it’s integrated well…
• With other Media Vehicles (TV, Newspaper, Email, 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
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Solution Is…
Data- driven, Cross-channel, Personalised
Communication
Right Content
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Right Person
Right Time
Right Channel
Cross-channel Messaging
Email
open/ click/ bounce
SMS
open/ click/ NDNC
Missed call
key press/ duration
Define events basis customer
response on channels
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Email not opened
Trigger an SMS
Plan seamless cross-channel
communication
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
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Approach to Personalised Customer Journeys
Use of Marketing Automation Services
Build Customer Profiles
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Create Workflows
Connect One-to-One
Increased
Customer
Lifetime
value
ROI
Personalized
at scale
Co-ordinated
Multi-channel
campaigns
Ways Marketers benefit
from Marketing
Automation
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Insightful &
actionable
reports
Saves time,
improves
efficiency
Know your
Customer
(Unified view)
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 email open rates
- Lead conversion rate of 0.4%
Leading Insurance player in India
Success Stories
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Increase ROI
- Decreased acquisition cost by 93.7%
- Improved engagement by 157%
Fastest growing chain of Hotels
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Case Study
How a leading Insurance player used
Cross-channel marketing to increase
Customer Lifetime Value (CLV)
Marketing Automation Case Study
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what
whom
when
next to sell
to
and
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Uses Propensity Analytics model to analyse data and predict what customers
will buy, even before they know themselves
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We needed a system
to run this predictive
modelling and plan
customer engagement
- Client
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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
SMS
Missed Call
Voice
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Marketing
Automation
Platform
Multichannel
targeting
Email
Demand
generation
Lead
Scoring
Lead
Nurturing
THE
Client did not have all the data-points of customers.
There was a huge chunk of database with just mobile numbers and no corresponding email addresses.
Name
Mobile
Email
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Solution: To plan an automation workflow such that
each of the contacts can be reached
Database with mobile number and email address
Database with only mobile number
SMS
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Missed Call
Voice
Email
SMS
Missed Call
Voice
Contact exists in the
list
THE
1. Savings & investments
Check if
Contact has
email ID
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
Check for
category
WORKFLOW
5. Child plan
6. Retirement plan
7. Health plan
Send email on next
product customer
likely to buy
People who purchased
Retirement plan are likely to
buy Protection plan - Married
Check
email
opened
Assign Lead Scoring
10 days
1: Click on video link
Send OBD Call based
on predicted
category
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2: Missed call given
3: Goes to landing page to fill form
4: Fills form
Contact exists in the
list
THE
1. Savings & investments
Check if
Contact has
email ID
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
Check for
category
WORKFLOW
Let’s see what happens
when we don’t have the
Send email on next
Contact’s email ID
product customer
likely to buy
Check if
Contact has
mobile #
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
Check
email
opened
END
Assign Lead Scoring
10 days
1: Click on video link
Send OBD Call based
on predicted
category
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2: Missed call given
3: Goes to landing page to fill form
4: Fills form
Check
if OBD call
duration > 15 secs
+ key press
THE
Rank Lead Score = 4
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
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The Marketing Technologists Group built the automation workflow
11 Day workflow
7 Modules for 7 product categories
4 Channels (Email, SMS, Voice, Missed Call)
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$
For the first time, brand targeted
its customers on mobile, voice
and SMS channels and saw
phenomenal response
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49% Increase in email
open rates because of
relevant targeting
Overall, the Campaign
achieved a lead conversion
rate close to 0.42%
Voice channel proved to be
the best for generating leads
More than 70% of the leads were
high quality, sales ready leads
61%
Email
25%
April
45%
Email
21%
Voice
40%
March
29%
23%
Voice
56%
17%
Missed Call
SMS
2%
21%
9%
15%
2%
Missed Call
9%
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SMS
26%
Leads Score 1
Leads Score 2
Leads Score 3
March
April
Leads Score 4
Summarising…
Marketing In Future:
Cross-channel Messaging
Email
open/ click/ bounce
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SMS
open/ click/ NDNC
Missed call
key press/ duration
Push Notification
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Q/A
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