Mobile Marketing for Customer Acquisition and Retention

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1 Mobile Marketing for Customer Acquisition and Retention Presented by José A. Rivera Web Experience Manager American Family Insurance

2 QuickBio Jose A. Rivera Digital Marketing Web Experience Manager at American Family Insurance Responsible for Digital Marketing strategic development Based in Madison, WI

3 40 years of mobile communications Since the beginning a personal device The concept of convenience, achieved. Distribution drives pricing down, market adoption grows New opportunities for marketers to increase brand reach Key Global Telecom Indicators for the World Telecommunication Service Sector in 2011 Global The Americas Mobile cellular subscriptions (millions) 5, Per 100 people 86.7% 103.3% Fixed telephone lines (millions) 1, Per 100 people 16.6% 28.5% Active mobile broadband subscriptions (millions) 1, Per 100 people 17.0% 30.5% Fixed broadband subscriptions (millions) per 100 people 8.5% 15.5% Source: International Telecommunication Union (November 2011) All figures are estimates. via: mobithinking

4 Massive Content Distribution Active mobile broadband subscriptions by region in 2010 and 2011 Global The Americas Active mobile broadband subscriptions 2011 (millions) 1, Per 100 people % 30.5% Active mobile broadband subscriptions 2010 (millions) Per 100 people % 24.1% Source: International Telecommunication Union (November 2011) All figures are estimates. via: mobithinking Marketers Reach Widens with Mobile Web Access to user segmentation information New opportunities in media placement Micro-targeting provides increased economies Social media captures the digital life of users

5 Why Mobile first? Because there is Money in Mobile. Web Video is accessible by all Loyalty programs are fueled by mobile Search and Location Services mate Give me content, I ll pay with my profile 52% of adult cell phone owners use Their devices while in a store to get help with purchasing decisions GoldVish Le Million Piece Unique $1.3 million Source: Pew American & Internet Life Project, 2012 Mobile Advertising Revenue by Region, Worldwide, (Millions of Dollars) Region North America ,791.4 Rest of the World ,761.7 Total 1, , , Source: Gartner (June 2011) via: mobithinking

6 PlaceIQ Product Overview EXTERNAL LOCATION LOCATION DATA ANALYSIS OUTPUT PLACE DATA SOCIAL DATA PHOTO DATA EVENT DATA TRAFFIC DATA USER DATA CLICK THRO DATA CRIME DATA POI DATA DIGITAL DATA CELL PHONE DATA WEATHER DATA RETAIL DATA PROFILE DATA GOV DATA DEMOGRAPHICS MACHINE LEARNING SENTIMENT ANALYSIS SEMANTIC ANALYSIS PATTERN ANALYSIS TREND ANALYSIS CORRELATION SEGMENTATION PLACE & PEOPLE TYPE SOCIAL RANK / SCORE DIGITAL RANK / SCORE RECREATION PROFILE PRODUCT AFFINITY RETAIL PURCHASES LOCAL INTENT DEMOGRAPHICS IAB / PRIZM ENABLING DETAILED, RICH, CONTEXTUAL KNOWLEDGE OF A LOCATION UNDERSTANDING HOW THE PEOPLE AND PLACE CHANGE OVER TIME TARGETED AD CAMPAIGNS BY TIME AND PLACE OPTIMIZATION OF LOCATION BASED ADVERTISING BY TIME AND PLACE

7 Evaluate your market opportunity Mobile behavior in United States t October, November, December 2010 Percent of total mobile audience (Age 13+) Used connected media (browser, app or download) 46.7% Used dbrowser 36.4% Used application 34.4% Sent text message 68.0% Instant messaging 17.2% 30.5% Took photos 52.4% Social networking or blog 24.7% Played games 23.2% Recorded video 20.2% Listened to music 15.7% Watched TV and/or video 5.6% Bank accounts 11.4% Financial news or stock quotes 10.2% News and information 39.5% Weather reports 25.2% Search 21.4% Maps 17.8% Sports news 15.8% Restaurant info 10.0% Traffic reports 84% 8.4% Classifieds 7.3% Retail site 6.5% Travel service 4.4% Source: comscore MobiLens (Feb 2011) Align your products and services with the appropriate market opportunity, Define and stick to the main purpose of your solution. Look beyond the shinny stuff. Treat your solution as a product. supported as a product. Market it like so. When in doubt, a phased approach can be smarter than the big splash. Remember first impressions and perception are reality. Would you use it? Commit to the audience, increase your Solution catalogue.

8 KPI s Understand the business objectives Awareness, purchase consideration, lead Generation, sales driven. Activation - SMS/QR Codes call to action on traditional media. Mobile Search and Mobile Media drives higher interaction # s (PlaceIQ) *Audience* * - Call to action drives OPT-IN (user provides company with mobile contact to continue the dialogue Tap DATA Get to know your consumer by tapping them for data. Likes, dislikes, ZIP code, family structure, new purchases, product needs. RETENTION STRATEGY Give UTILITY 7 dimensions of value (Monetary, Content, Access, Service, Experience, Premium, Societal) Insights will drive mobile tactics + channel use Bluetooth SMS/MMS On Deck Applications Off deck Applications QR Codes AR NFC LINE OF TECHNOLOGY

9 Many ways to skin an app. BUILD Pros - Full ownership, update as needed, re-sell, code integrity, it technology investment t Cons Staffing challenges, continued support, data accountability. BUY Pros Speed to Market sometimes. Cons Messy code, tweak to meet technology needs, unknown 3 rd parties. Pros Speed to Market, re-skin, licensing model, BORROW maintenance, service driven Cons C licensing i model, non-exclusive, dependence d on owner for updates or enhancements.

10 Play well with others in the sandbox. Creative, Media & PR Impact Metrics Mobile Deliverable Customer Service Support Sales Force Maintenance

11 Digital Marketing Mobile Use Case

12 Digital it Marketing is made of 3 groups: Digital Marketing Resources Web Experience Social Media Interactive Development Business Analysts Project Managers Program Leads Sales, Service, Content, Field Support and Analytics Content creators for.com & Social Graphic Design Front-End Developers SEO specialists UAT Specialists

13 American Family Mobile Efforts AWARENESS GROWTH RETENTION m.amfam.com QR Codes Mobile Banners m.amfam.com Agent Mobility Mobility at Corporate SMS Mobile Alerts Community In-app advertisement events Online Sales Content Account Mobile Mobile Utility Management Sweepstakes Corporate SMS Emergency Mobile Utility Mobile Opt-in Assistance Mobile Utility Account Updates

14 m.amfam.com Growth / Retention Mobile web launched in 2009@AFI Hosted solution for speed to market. This was a completely separate experience from amfam.com. We used this solution for 2 years before transitioning to in-house team. Time to update, costs, UI flexibility and analytics are some of the reasons for the change. Currently we only manage one website and this feeds amfamlatino.com and m.amfam.com. User agent detection, JS and CSS management allows the team to optimize page layout for mobile devices.

15 Account Management - Retention MyAmfam is the first attempt by American Family in the mobile development space. The application was developed by I/T staff with Marketing collaboration. It was developed for ios (iphone only) and the Blackberry Storm. This application Is currently undergoing maintenance and new features are projected as part of the update. Android will also be supported in the next release.

16 Mobile Gaming iamfam is our venture in the gaming space. The desktop version was received with great success in It was built on the Flash platform and recently re-designed in a mobile Using a mobile gaming engine that allowed us to maintain the 3D experience and efficient speeds. Driver: Target Customer Goal: Engage with customers outside the insurance space Learning: In order to keep the game relevant the investment must include periodical content updates and special prizes. Benefit: Introduce the brand to casual gamers and leverage in media plans.

17 Other Mobile Efforts SMS Agent Locator Text a ZIP code as keyword to the short code QUOTE and receive contact information on the closes agent. Agent text message Enable agents to manage texting in a unified dashboard Events lead capture Capture prospect information using mobile technology at public events. Mobile search Part of our search strategy for corporate and agent results Mobile Advertising Support All new campaign micro sites and interactive experiences are all developed with a mobile companion in scope. Other Mobile Utilities are soon to be released follow us!

18 Questions? Jose A. Rivera Web Experience Manager American Family Insurance x32767