Mobile is becoming increasingly important for CRM as smartphones achieve widespread adoption. Case studies show how companies like Ribena, O2, Walkers and Shelter use mobile to engage customers, run promotions, and improve their brands. When developing a mobile campaign, objectives, audience and channels must be considered. Working with mobile agencies is important for strategy, design, apps, SMS, media planning and more. Various platforms exist for SMS, apps, and mobile websites. Analytics can track mobile activity. Good mobile site design makes products easy to view, provides fresh content, and offers personalized experiences.

1. Building Mobile into your CRM Tim Dunn

2. 1. Personal

3. 2. Immediate

4. 3. Actionable

5. ..and now...

6. 4. Social

7. 5. Transactional

10. Case Study: Ribena Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM

11. Case Study: Colour Catcher Colour Catcher used TV-driven ad response to build up a huge body of opt-in data

12. By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image Case Study: O2

13. Case Study: Walkers Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them

14. Case Study: Shelter Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly

15. Case Study: Rimmel Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web

16. Campaign Development Tim Dunn

18. Who are the target audience?

19. How does mobile fit into broader activity

22. Mobile web

23. Design + UX

24. Media Planning

25. Strategy

26. SMS

27. Mobile Web

28. Apps

30. CRM

31. Analytics

32. Design + UX

33. Media Planning

34. SMS

35. Mobile web

36. Sales promotions

37. Ad response

38. CRM

39. Creative

40. Media Planning

41. SMS

42. Mobile web

43. Sales promotions

44. Media Sales

45. Strategy

46. SMS

47. Mobile web

48. Apps

49. Sales promotions

50. Ad response

51. CRM

52. Design + UX

53. Media Planning

54. Strategy

55. Mobile web

56. Media Planning

57. SMS

58. Sales promotions

59. CRM

61. Create your own app

62. Wireframe

63. Load in content and feeds

64. Import bespoke features

65. Publish to multiple platforms

66. Suppliers:

67. MIG, Grapple

68. Mobile CMS

69. Create mobile site map

70. Load up images and text on to pages

71. Integrate feeds

72. Review and publish

73. Suppliers:

75. Touchscreen with single and multiple contacts

76. Three-way orientation and movement

77. GPS – current location and movement

78. Launch other functions: maps, web, YouTube, iTunes

79. Feed integration

80. Compass

81. Media playing

82. Audio capture

83. Camera and photo

84. Contacts and viral

85. Other potential features:

86. Social network integration

87. Notifications

88. Augmented reality

89. iPod integration

90. IM clients

91. Image recognition

92. Barcode scanning or display

94. More design ideas Clear and clean branding ‘News-feed’ style view aggregates content from blogs, social networks, and CMS User can manage their own settings to personalise their experience Click through to the Direct diagnosis tool Access to local branches or services via built in GPS

95. Building a mobile site