SMS/Mobile Marketing Schools Presentation
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Transcript of SMS/Mobile Marketing Schools Presentation
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Retail Mobile Marketing
Your Audience Lives on Mobile Devices. Your Marketing Can Too.
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Mobile Tag Opt-in Demo
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What is Mobile Marketing
• Easily create mobile-friendly web pages for iPhones, Blackberries and flip phones
• Register customers to receive special offers and alerts via text message
• Promote special events, sales, new inventory items and more
• Build your customer list, engage them and drive traffic to your door
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Mobile Consumer Trends People are making cell phones a part of their everyday lives.
• 86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)
• 39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group Oct 2008)
• 30% of all consumers were interested in receiving permission based mobile coupon services. (Juniper Research in MMA industry review May 2008)
• While 18-35 year old demographic is by far the heaviest users of text messaging and Mobile Internet browsing, older demographic users are rapidly becoming heavy users:
o Age 35 - 44: Average 236 text messages per month (more text messages than phone calls)
o Age 45 - 54: Average 128 text messages per month(Average text message usage - Nielsen Mobile 2008)
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Retail – On the Mobile Web
Text messaging and mobile-friendly web pages work together to extend the effectiveness of your advertising
The mobile screen is tiny compared to PC monitors, plus mobile users expect a different style of info and mobile-friendly navigation
Live Demo: Text“Cooper Gift” to 77950
Your mobile-friendly web pages http://www.retailexample.info
Clicking the link in the text message will bring you to...
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Optimized for Web and Mobile Search
Web & Mobile Search Engines
PC Landing
Page
Mobile Landing
Page
Even if you aren't actively conducting mobile marketing, people are trying to get to your web site via their mobile phones.
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Retail Live Text DemosTry These Live Text Demos From Your Phone:
• Text “cooper gift” to 77950 for a promotional item
• Text “cooper join” to 77950 to join the text-only club. Get offers, alerts and specials right on your phone
• Text “cooper deal” to 77950 for our current discount coupon to your phone
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Why Mobile Marketing
• Build a more valuable opt-in databaseo Use Text Response Codes (Mobile Tagging – see
examples) in advertising and customer correspondence
• Drive customer engagemento Send opt-in prospects advance notice and same-day text
alerts of new offers or events.
• Extend the value of offline and online marketing, promotional email and word of moutho Make promotions, events, info and special offers viewable
on all cell phones and smartphones
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Further Discussion Slides
• Ideas for how to use your mobile marketing capability
• Marketing Case Study
• Mobile marketing industry trends
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What do customers need to know when they’re out?
• Text SALE for currently discounted items• Text CLEARANCE for items that are a steal• Text LOCATIONS for other stores• Text GIFT for gift certificate information• Text PARK to find where to park• Text DIRECTIONS for how to get here• Text HOURS for store hours
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What Can I Offer on My Mobile Website?
• Product Listing• Gift Sets• New Products• Photos• Contact Information• Click to Call• Directions/Map• Schedule & Hours• Parking Information• Payment Options
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How Can I Use Text Message Alerts to Drive Traffic?
• Sale Events • Holiday Promotions• New Products• Gift Sets• Birthday Specials• Free Shipping Online
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Marketing Case Study
“These new forms of digital marketing via email and especially SMS have really impressed us out of the gate, and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising,”
“We have been most surprised with the revenue generated from a simple 160-character text message with a sale offer. No doubt about it, this has been a game-changer for us,” Mr. Malouf continued. “With two simple SMS campaigns, we’ve generated over $100,000 in new business."
Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put on a four-day “secret sale” to be announced only by SMS and email messaging. Result: SMS text recipients generated almost 8X more revenue per recipient than the email recipients PreparationBuilding the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code$500 Shopping Spree – With this campaign, the company also gathered demographic information on its customers, adding to the database of people who ultimately received the Secret Sale coupons. Deployment Four-Day Secret Sale - Not enhanced by any other coinciding media announcements
• 34,743 permission-based messages sent out o 28,743 emailso 6,000 SMS messages
• Messages included digital coupons for furniture, accessories and mattresses Results28,743 emails yielded $53,022 in revenues - $1.84 per email recipient6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient
Mobile Marketing Watch 2007Campaign tools provided by Mobile Storm
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Ad Agency Trends
• Percent of agencies planning spending increases*
Online 67% Mobile 50% Cable TV 27% Magazines 18% Broadcast TV 13% Newspapers 8%
*Advertising Age survey Nov 2008
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Market Trends: Mobile Content Publishing
• Mobile Internet has reached a critical mass as a marketing medium
• An $8 billion mobile content publishing market is forming which is the "mobile equivalent" of the current web.