M& s mobile_engagement_dma_v0.2[1][1]
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The document discusses various mobile marketing campaigns run by Marks & Spencer including a back to school SMS campaign, dining in offers, and a freshly squeezed barcode campaign. It provides insights into the customer journeys, technologies used, and results of the campaigns such as click through rates and unique users. It also discusses best practices for mobile marketing campaigns including integrating with other channels, personalization, and testing concepts before wide rollout.
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M& s mobile_engagement_dma_v0.2[1][1]
- 1. Making Mobile Marketing Work Sienne Veit Engagement
- 6. M&S customers and mobile? Video from Marks and Spencer research 2009 by Lbi
- 7. Back to school – July 2008
- 9. Customer journey Autoresponse SMS To see the M&S Back to School range and get discount click below or reply with your email address http://wapmeit.co.uk//r/T1167244AF3 to stop reply BTS STOP Call to action – Bella, Best, Hello, OK, nat press To see our great range and current offers text School to 65006 Reply SMS [email_address] E-mail Dear Sienne, thanks for texting for an offer – to get £5 off if you spend £25 or more, use the voucher code below online (E222 555 222) Website Sale! WAP site Browse product – enter details for email voucher Phone Call Centre Click to call (0845 603 1 603) launches call to Vertex who place order on PCA. Sale!
- 10. Good detail – but too much?
- 11. Get the call to action right VISION VERSION REALITY
- 14. Dine in for two From M&S: Dine in for £10 returns! Details in store or click http://mands.mobi/r/T10257202600 for the menu. To stop text DEAL STOP to 65006
- 16. Campaign examples Inbox From: 65006 06/08/09 11:30 Reply More Earn 500 points worth £5 when you spend at marksandspencer.com. Enter code F0525992. Ends 11 Aug. Ts&Cs online at mands.mobi/pts. To stop text END STOP to 65006 Inbox From: 65006 22/07/09 18:00 Reply More From M&S: Save up to 50% in our great Summer Sale! Starts tomorrow! Details instore or online. Whilst stocks last. Selected items only. To stop reply OFFER STOP Inbox From: 65006 24/09/09 11:44 Reply More From M&S: Enjoy free standard delivery when you shop online! Enter code FREEDL40. ENDS 28 Sep. Ts&Cs at http://mands.mobi/offer . To stop reply OFFER STOP
- 19. Customer journey Images: Incentivated and BigGig, 2009
- 20. Text only journey Images: Incentivated and BigGig, 2009
Editor's Notes
- Mobile CRM The ability to create a deeper relationship with customers through 1-to-1 communications via mobile devices. Using service messaging such as delivery confirmation SMS, receiving messages from customers (e.g. Customer feedback), promotion messaging (targeted, timely, location-aware). Mobile Shopping Capabilities that provide consumers the ability to shop and buy items and services directly through their mobile phones or indirectly with the help of their mobile phones. Mobile Search The ability to influence the results a customer sees when they perform product searches, comparisons and location searches from their mobile phone from anywhere (including your store!!)