Monday May 18, 2015

New Mobile Innovations Enhance the Marketing, Sales, and Customer Experience

Today's post comes courtesy of Chris Lynch, Senior Director, Product Marketing, Oracle Marketing Cloud. To follow the Modern Marketing blog, click here.

When I attend technology conferences, I get a chuckle when the presenter holds up a mobile phone and says: “These devices are changing everything.”

That’s because mobile is so pervasive—doing nearly everything everywhere—that it’s become passé and cliché to make such statements. According to research from Nielsen, 87% of US smartphone and tablet owners are using their mobile devices for shopping and that consumers check their mobile devices 150 times a day.

Mobile is big. We all get it.

But while today’s marketers and advertisers realize that mobile marketing should be a key component of their overall marketing mix and cross-channel strategy, they face significant hurdles to do it right.

One issue is around identity. As consumers use a mobile device, they create different identifiers depending on whether they log into an app or browse more anonymously on the mobile web.

The data they create—whether it’s behaviors, preferences, or attributes—can end up in silos across channels. In fact, 85% of digital marketers say the biggest challenge to cross-channel marketing is customer data that’s spread across multiple channels.

But help is on the way. New mobile marketing innovations can help marketers and advertisers target their ideal customer and orchestrate a mobile experience that’s coordinated with other marketing channels. Mobile touches different areas of the customer lifecycle—from acquisition to retention to advocacy. Let’s walk through these innovations with that in mind.

1. Enhance Mobile Advertising and Acquisition with Smarter Data Strategy  

Now you can connect identities across disparate mobile channels and devices to one person while easily building mobile audience segments using your owned proprietary data and third-party data. To target those customers with relevant advertising, you can use hundreds of pre-integrated media and ad providers so you can serve up a mobile ad on your preferred paid media providers.

2. Increase Retention and Customer Lifetime Value (CLV) with Mobile Marketing Orchestration

Too often, mobile messages don’t take into account other cross-channel interactions, especially when marketers try to reach consumers with new promotions, cross-sell offers, or in-store messages. Now mobile enhancements for B2C Marketers can be orchestrated alongside email, social, display, and other key marketing channels. 

These include:

  • SMS Campaign Management. You should be able to use a variety of campaign templates to support various SMS use cases within easy-to-use frameworks for building two-way customer interactions. Customers could then text in a coupon code to redeem at a store, or receive notifications when their favorite products are in store.
  • Link Tracking for SMS. Go ahead and embed branded short URLs in your SMS messages to get deeper insights into how well campaigns perform by monitoring SMS click through rates, conversions, and click recency. SMS click recency behavior is recorded at the individual level and can be used for advanced targeting.
  • SMS Keyword Listening. You can now listen for customers who text in keywords to short or long codes. When you receive a keyword, you can trigger a marketing program and an orchestrated response.
  • Multimedia Messaging Service (MMS). How about delivering rich MMS to mobile devices as part of your cross-channel orchestration strategy? What’s an example? You could use mobile coupons and promotions that include images, audio, color, and animation.
  • Push Picture Notifications. On Android devices, push picture notifications can now incorporate images such as coupons. Images sent as part of a mobile message entices recipients into taking a follow-up action. This could encourage users to open the notification and further engage with a mobile app.
  • Push Campaign Management. Campaign marketers need push capabilities that are fully integrated into their cross-channel marketing solution. Now you can design, configure, and manage all push campaigns with greater personalization with data tied to your contact profile table. 
  • Dynamic Deep Links in Push & Email Messages. Bring customers back to their mobile app by embedding dynamic deep links in push and email messages. When customers click on these dynamic links, it will open offers directly inside the mobile app, creating a more seamless mobile experience. 

3. Improve the Mobile Experience for Business Buyers and Sales Teams with Better Connections

B2B marketers need mobile connections that help marketing and and sales teams support better customer interactions with their product or services while they’re on the go.

  • Mobile Profile Access. Sales executives can now use their mobile device to access customer profile and Digital Body Language information such as customer web, email, and social activity. This puts rich contact data literally in the hands of a sales rep, wherever the rep is working. 
  • Visualizing Responsive Design. Make it easy to see how an email or landing page will scale across devices, including to a mobile or tablet experience.
  • Engagement Tracking. Business marketers can include trackable links in either SMS or push messages orchestrated within their campaigns to better understand engagement with their content.
  • Connected Vendor Functionality. Marketers can now connect to their mobile technology vendors of choice for SMS and MMS messaging, including sending images, managing short and long codes, and sending QR codes to their customers.

Mobile Case Study: ACE Cash Express

So what’s an example of a company successfully incorporating some of these mobile tools into their cross-channel marketing strategy? ACE Cash Express, a check cashing business providing payday loans and cash advancing services, is one. The world of lending is highly regulated, making mobile a critical channel to engage and communicate with ACE’s customers.

ACE uses behavioral data to personalize interactions across email and SMS as part of an orchestrated experience. For example, starting at sign up, ACE asked customers to opt-in for email and SMS during their loan applications in order to provide the relevant and timely messages they needed. Then they receive a series of messages personalized to where they are in the lifecycle and based on how they responded to previous messages. Each customer’s path evolves in various ways depending on when they sign up and how they interact along the way.

These campaigns have generated a 2x lift in response rates when SMS was used in conjunction with emails. Furthermore, the company reported that they saved more than 15 hours per month in company resources from this automation.

If you’re an Oracle Marketing Cloud customer, these new mobile innovations are now available and at your service courtesy of Oracle ID Graph, Oracle Data Management Platform (DMP), SMS Campaign Management Tool, Push Campaign Manager, and our mobile DMP.

While we discussed a lot about technology, your strategy is just as important.

Learn more in our upcoming webinar on Maximizing Your Mobile Marketing Strategy on May 27 at 11:00 a.m. PT / 1:00 p.m. ET, where the experts will highlight the value and benefits in using mobile marketing as part of an overall effective marketing strategy and identify the key points you need to achieve mobile marketing success.


Thursday Oct 04, 2012

Recap: Oracle Fusion Middleware Strategies Driving Business Innovation

Hasan Rizvi, Executive Vice President of Oracle Fusion Middleware & Java took the stage on Tuesday to discuss how Oracle Fusion Middleware helps enable business innovation. Through a series of product demos and customer showcases, Hassan demonstrated how Oracle Fusion Middleware is a complete platform to harness the latest technological innovations (cloud, mobile, social and Fast Data) throughout the application lifecycle.

Fig 1: Oracle Fusion Middleware is the foundation of business innovation

This Session included 4 demonstrations to illustrate these strategies:

1. Build and deploy native mobile applications using Oracle ADF Mobile
2. Empower business user to model processes, design user interface and have rich mobile experience for process interaction using Oracle BPM Suite PS6.
3. Create collaborative user experience and integrate social sign-on using Oracle WebCenter Portal, Oracle WebCenter Content, Oracle Social Network & Oracle Identity Management 11g R2
4. Deploy and manage business applications on Oracle Exalogic
Nike, LA Department of Water & Power and Nintendo joined Hasan on stage to share how their organizations are leveraging Oracle Fusion Middleware to enable business innovation.

Managing Performance in the Wrld of Social and Mobile

How do you provide predictable scalability and performance for an application that monitors active lifestyle of 8 million users on a daily basis? Nike’s answer is Oracle Coherence, a component of Oracle Fusion Middleware and Oracle Exadata.

Fig 2: Oracle Coherence enabled data grid improves performance of Nike+ Digital Sports Platform

Nicole Otto, Sr. Director of Consumer Digital Technology discussed the vision of the Nike+ platform, a platform which represents a shift for NIKE from a  "product"  to  a "product +" experience.  There are currently nearly 8 million users in the Nike+ system who are using digitally-enabled Nike+ devices.  Once data from the Nike+ device is transmitted to Nike+ application, users access the Nike+ website or via the Nike mobile applicatoin, seeing metrics around their daily active lifestyle and even engage in socially compelling experiences to compare, compete or collaborate their data with their friends. Nike expects the number of users to grow significantly this year which will drive an explosion of data and potential new experiences.

To deal with this challenge, Nike envisioned building a shared platform that would drive a consumer-centric model for the company. Nike built this new platform using Oracle Coherence and Oracle Exadata. Using Coherence, Nike built a data grid tier as a distributed cache, thereby provide low-latency access to most recent and relevant data to consumers. Nicole discussed how Nike+ Digital Sports Platform is unique in the way that it utilizes the Coherence Grid.  Nike takes advantage of Coherence as a traditional cache using both cache-aside and cache-through patterns.  This new tier has enabled Nike to create a horizontally scalable distributed event-driven processing architecture. Current data grid volume is approximately 150,000 request per minute with about 40 million objects at any given time on the grid.

Improving Customer Experience Across Multiple Channels

Customer experience is on top of every CIO's mind. Customer Experience needs to be consistent and secure across multiple devices consumers may use.  This is the challenge Matt Lampe, CIO of Los Angeles Department of Water & Power (LADWP) was faced with. Despite being the largest utilities company in the country, LADWP had been relying on a 38 year old customer information system for serving its customers. Their prior system  had been unable to keep up with growing customer demands.

Last year, LADWP embarked on a journey to improve customer experience for 1.6million LA DWP customers using Oracle WebCenter platform.

Figure 3: Multi channel & Multi lingual LADWP.com built using Oracle WebCenter & Oracle Identity Management platform


Matt shed light on his efforts to drive customer self-service across 3 dimensions – new website, new IVR platform and new bill payment service. LADWP has built a new portal to increase customer self-service while reducing the transactions via IVR. LADWP's website is powered Oracle WebCenter Portal and is accessible by desktop and mobile devices. By leveraging Oracle WebCenter, LADWP eliminated the need to build, format, and maintain individual mobile applications or websites for different devices. Their entire content is managed using Oracle WebCenter Content and secured using Oracle Identity Management. This new portal automated their paper based processes to web based workflows for customers. This includes automation of Self Service implemented through My Account -  like Bill Pay, Payment History, Bill History and Usage Analysis. LADWP's solution went live in April 2012.

Matt indicated that LADWP's Self-Service Portal has greatly improved customer satisfaction.  In a JD Power Associates website satisfaction survey, results indicate rankings have climbed by 25+ points, marking a remarkable increase in user experience.

Bolstering Performance and Simplifying Manageability of Business Applications

Ingvar Petursson, Senior Vice Preisdent of IT at Nintendo America joined Hasan on-stage to discuss their choice of Exalogic. Nintendo had significant new requirements coming their way for business systems, both internal and external, in the years to come, especially with new products like the WiiU on the horizon this holiday season. Nintendo needed a platform that could give them performance, availability and ease of management as they deploy business systems.

Ingvar selected Engineered Systems for two reasons:

1. High performance 
2. Ease of management

Figure 4: Nintendo relies on Oracle Exalogic to run ATG eCommerce, Oracle e-Business Suite and several business applications

Nintendo made a decision to run their business applications (ATG eCommerce, E-Business Suite) and several Fusion Middleware components on the Exalogic platform. What impressed Ingvar was the "stress” testing results during evaluation. Oracle Exalogic could handle their 3-year load estimates for many functions, which was better than Nintendo expected without any hardware expansion.

Faster Processing of Big Data

Middleware plays an increasingly important role in Big Data. Last year, we announced at OpenWorld the introduction of Oracle Data Integrator for Hadoop and Oracle Loader for Hadoop which helps in the ability to move, transform, load data to and from Big Data Appliance to Exadata.  This year, we’ve added new capabilities to find, filter, and focus data using Oracle Event Processing. This product can natively integrate with Big Data Appliance or runs standalone.

Hasan briefly discussed how NTT Docomo, largest mobile operator in Japan, leverages Oracle Event Processing & Oracle Coherence to process mobile data (from 13 million smartphone users) at a speed of 700K events per second before feeding it Hadoop for distributed processing of big data.


Figure 5: Mobile traffic data processing at NTT Docomo with Oracle Event Processing & Oracle Coherence

 

 

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