1. Ge#ng
It
Right*
in
Mobile
Kane
Russell,
VP
of
Marke,ng
Waterfall
*6
Must
Haves
for
Effec2ve
Cross-­‐channel
CRM
featuring
insight
from
Constant
Contact's
Michael
Karampalas

2. Waterfall
Mobile
and
the
Msgme
Pla4orm
Waterfall
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
Aus=n
๏ Backed
by
Vista
Equity
Partners
๏ Cross-­‐channel
mobile
&
social
CRM
via
SMS,
MMS,
QR
Codes,
IVR,
Facebook
&
TwiRer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applica=on
development
๏ Short
code
provisioning,
cer=fica=on
&
audit
management

3. Reference
Clients
&
Brand
Campaigns

4. Michael
Karampalas,
Constant
Contact
Michael
Karampalas
Constant
Contact
๏ Launched
in
1998
๏ Leading
email
marke=ng,
online
survey
and
event
marke=ng
tools
๏ Expert
personal
coaching
and
support
๏ 450,000+
customers
worldwide
๏ LinkedIn:
mkarampalas
๏ Product
manager
with
exper=se
in
email,
mobile
and
social
media
๏ 5
years
experience
at
Constant
Contact
๏ University
of
MassachuseRs,
Amherst

5. ๏ State
of
digital
marke2ng
๏ Mul2channel
vs.
cross-­‐channel
marke2ng
๏ 6
Must
haves
for
effec2ve
cross
channel
CRM
๏ Q&A
with
Constant
Contact
๏ Key
Takeaways
Objec?ves

6. Digital
Marke?ng
-­‐
The
Consensus
Digital
marke2ng
innova2on
is
essen$al.
Source:
Direct
Marke$ng
Associa$on
(DMA)
US 2010
Canada 2010 3%
4%
23%
20%
74%
76%
Agree Neutral Disagree
Con?nuing
to
innovate
is
as
important
as
doing
what
has
worked
in
the
past.
(with
regards
to
digital
marke=ng)
US 2010
Canada 2010 6%
9%
30%
28%
65%
63%
You
can
build
strong
customer
rela?onships
on
the
internet.

7. The
Reign
of
Digital
Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (U.S.A.)?
Decrease Stay the Same Increase
Source:
DMA

8. The
Reign
of
Digital
Marke?ng
0%
25%
50%
75%
100%
Print Radio TV Out-home D. Mail Email Mobile Online
How will you shuffle your marketing spend next year (Canada)?
Decrease Stay the Same Increase
Source:
DMA

9. Digital
Marke?ng
-­‐
Mobile
With
mobile
as
a
key
player
in
the
future
landscape.
Source:
DMA
US 2010
Canada 2010 5%
11%
49%
44%
46%
45%
Agree Neutral Disagree
Mobile
marke?ng
is
the
next
fron?er
in
digital
marke?ng.
US 2010
Canada 2010 13%
23%
39%
44%
49%
33%
Digital
marke?ng
campaigns
will
soon
incorporate
mobile
coupons.

10. Digital
Marke?ng
Budget
Alloca?on
Just started to explore
New medium
Budget
Lack of knowledge
Conservative culture
Lack of capabilites
We prefer other mediums 14%
3%
1%
14%
8%
9%
9%
20%
8%
2%
9%
17%
13%
13%
USA 2010
Canada 2010
Source:
DMA
Why
isn’t
more
marke?ng
budget
allocated
to
digital?
But,
digital
marke2ng
is
unfamiliar
and
challenging.

11. Emerging
Digital
Marke?ng
Familiarity
Source:
DMA
Very Familiar Use Often
16%
44%
21%29%
9%
25%
7%16%
Out of Home Media
Very Familiar Use Often
62%69%
47%56%
40%
66%
51%54%
Social Media Marketing
Very Familiar Use Often
23%
40%
25%
42%
25%
44%
18%
31%
Video
Very Familiar Use Often
19%
36%
17%27% 21%
33%
9%
26%
Mobile Marketing
US Marketers US Agencies Canada Marketers Canada Agencies

12. Established
Digital
Marke?ng
Familiarity
Source:
DMA
Very Familiar Use Often
49%55%
75%
59% 49%46%
73%
60%
SEO
Very Familiar Use Often
67%70% 78%84%
69%
86% 87%88%
Email
Very Familiar Use Often
47%57% 54%
70%
47%
64% 54%64%
Online/Display
Very Familiar Use Often
43%49%
63%61%
47%
59% 59%63%
SEM
US Marketers US Agencies Canada Marketers Canada Agencies

13. Digital
Marke?ng
Budge?ng
Concerns
0%
7%
13%
20%
Proofitw
orks
M
easurem
entTools
Betterunderstanding
M
ore
resources
Betterresults
12%
14%
16%
2%
17%
4%
10%
14%
8%
20%
USA Canada
What
would
need
to
change
in
order
for
you
to
spend
more
on
digital
marke?ng?
Source:
DMA

14. Digital
Marke?ng
Frustra?ons
Source:
DMA
Agree Neutral Disagree
US 2010
Canada 2010 27%
38%
50%
50%
23%
12%
We
are
replacing
tradi?onal
in-­‐store
marke?ng
with
digital
media.
US 2010
Canada 2010 33%
28%
46%
53%
22%
19%
Measuring
digital
marke?ng
ROI
is
easy
to
accomplish.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Digital
marke?ng
needs
to
supplement
other
channels.
US 2010
Canada 2010 30%
29%
37%
40%
33%
31%
Customers
are
eager
to
engage
with
companies
to
develop
interac?ve
rela?onships.

15. Digital
Marke?ng
Strategy
So
what’s
the
appropriate
strategy?
Address
digital
marke?ng’s
core
frustra?ons.
They
are:
• Customers
don’t
want
to
engage
• Digital
marke,ng
shouldn’t
supplant
other
channels
• Measuring
ROI
is
challenging
• Need
to
see
results

16. Mul?channel
v.
Cross-­‐channel
CRM
Cross-­‐channel
marke=ng
CRM
places
consumers
at
the
center
of
the
conversa=on,
targe=ng
messaging
based
on
channel
preference
and
permission.
It
requires
a
broader,
more
diverse
marke=ng
vision
that
establishes
a
longer
term
and
deeper
rela=onship.
Mul?channel
marke=ng
CRM
is
the
use
of
different
and
disparate
channels
to
simultaneously
push
the
same
message
to
the
consumer.
It
is
a
powerful
yet
impersonal
form
of
marke=ng
used
primarily
to
gain
consumers’
aRen=on
for
a
par=cular
ini=a=ve.
Channels
Brand
Channel Channel
Channel
Brand}}CONSUMER
CONSUMER

17. Mul?channel
v.
Cross-­‐channel
Approach
Move
toward
a
cross-­‐channel
approach
Challenge Mul?channel
approach Cross-­‐channel
approach
Customer
engagement Op=mize
channel’s
features
and
benefits
to
increase
customer
engagement
Op=mize
database’s
targe=ng
capabili=es
to
increase
customer
engagement
Adding/integra=ng
new
channels
Bolt
on
addi=onal
channels
to
engage
customers
Integrate
channels
as
addi=onal
means
to
engage
customers
ROI
measurement Channel-­‐centric
metrics,
e.g.
clickthrough
rates
Customer-­‐centric
metrics,
e.g.
customer
life=me
value
Results
understanding Understand
how
to
beRer
use
a
par=cular
channel
Understand
how
to
beRer
interact
with
customer
base

18. 6
Must-­‐Haves
for
Cross-­‐Channel
CRM
So
why
doesn’t
everyone
adopt
a
cross-­‐channel
approach?
It
takes
more
?me
and
thought
to
develop.
The
6
Must-­‐Haves
Road
Map:
1. Channel
Integra,on
2. Data
Integra,on
3. Channel
Preference
4. Repor,ng
&
Analy,cs
5. Compliance
&
Regulatory
6. Customer
Life,me
Value
Focus

19. Channel
Preference
Moving
from
mulDchannel
to
cross-­‐channel:
• Brands
and
customers
can
choose
which
channels
to
use
• Brands
and
customers
can
choose
how
and
when
to
exchange
messaging
from
the
respec,ve
channels
• Brands
and
customers
can
design
and
update
tailored
communica,on
strategy
Defini?on:
ability
to
op=mize
message
delivery
according
to
brand
and
customer
preference

20. Channel
Integra?on
Moving
from
mulDchannel
to
cross-­‐channel:
• Customers
receive
updates
via
email,
social
and
mobile
• Customers
sign
up
for
updates
via
email,
social
or
mobile
from
other
channels
• Customers
receive
ongoing
communica,on
from
mul,ple
channels
that
builds
upon
itself
much
like
a
conversa,on
Defini?on:
seamless
crossover
between
the
various
communica=on
channels

21. Data
Integra?on
Moving
from
mulDchannel
to
cross-­‐channel:
• Each
channel
maintains
segmented
customer
database
• Channels
can
exchange
data
to
update
individual
customer
profiles
• Channels
share
data
from
one
central
customer
database
for
targe,ng
Defini?on:
real-­‐=me
updates
to
customer
database
from
different
channels

22. Repor?ng
&
Analy?cs
Moving
from
mulDchannel
to
cross-­‐channel:
• Stock
reports
used
for
various
industry-­‐used
metrics
• Stock
reports
with
various
customizable
views
around
industry-­‐used
metrics
• Customizable
reports
that
provide
insight
into
selected
&
designed
metrics
Defini?on:
detailed
and
easy-­‐to-­‐use
insight
into
the
metrics
that
maRer
for
a
par=cular
brand

23. Compliance
&
Regulatory
Moving
from
mulDchannel
to
cross-­‐channel:
• Each
individual
channel
fully
compliant
• Best
prac,ces/ideas
shared
across
the
various
channels
to
keep
up
with
industry
changes
• Cross-­‐channel
compliance
strategy
informs
product
to
advance
prepare
for
any
updates
or
changes
Defini?on:
full
compliance
across
channels

24. Customer
Life?me
Value
Focus
Moving
from
mulDchannel
to
cross-­‐channel:
• Marke,ng
campaigns
via
various
channels
• Marke,ng
campaigns
within
greater
overall
strategy
via
various
channels
• Marke,ng
campaigns,
within
greater
overall
strategy,
via
integrated
channels
Defini?on:
communica=on
strategy
focused
on
developing
ongoing
rela=onship
with
customers

25. Constant
Contact
Q&A

26. Key
Takeaways
๏ Channel
Integra2on
๏ Data
Integra2on
๏ Channel
Preference
๏ Repor2ng
&
Analy2cs
๏ Compliance
&
Regulatory
๏ Customer
Life2me
Value
Focus

27. Any
Ques?ons?
For
more
informa=on
visit
www.waterfall.com
Or
contact
us
directly:
marke=ng@waterfall.com
More
industry
informa=on
available
on
our
blog
@
waterfall.com/blog