Your Message On The Move: Mobile Marketing Study

Presented By: Bob BentzAdvanced Telecom ServicesPhone: 610-254-7191Email: [email protected]

Advanced Telecom Services 84444.com 84444.ca

Text Message Marketing

Your Message On The Move

The Pillar That Holds Up The Mobile Marketing Building

Text

Messag

e

Mark

eti

ng

Text

RES

ULT

S t

o

84444.c

om

QR Codes

Mobile WebsitesMobile Video

AppsTe

xt

Messag

e

Mark

eti

ng

Text

Messag

e

Mark

eti

ng


Near By…24/7 Always Connected

91% of all U.S. citizens have their mobile device within reach 24/7

(Source: Mobile Marketing Association)


Common…


74.8% of Americans Send and Receive at Least 10 Text Messages Per Month

(Source: Pew Research Center’s Internet & American Life Project)

18-29 30-49 50-64 65+0

102030405060708090

100

Mean Text Messages/DayMedian Text Messages/Day


Middle Aged Show Biggest GrowthAt Any Age

Text Message Use By Age Group(Pew Research, May 2012)

An average of 41 texts are sent every day among all age groups


Even Growing with TeensTexting Teens

(Pew Research, May 2011)


In Any StateWhere does your State rank?

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/07/us-txt-msg.jpg


With any RaceBlacks & Hispanics Text More

(Source: Pew; May 2011)

White Black Hispanic0

500

1000

1500

2000

2500

Text/MonthCalls/Month


SexWomen Text More

(Source: Pew; May 2011)

Men Women0

200

400

600

800

1000

1200

1400

Text/MonthCalls/Month


Response…IMMEDIATELY

94% of All Text Messages Are Read Immediately Upon Receipt

(Source: Mobile Marketing Association)


Reach…When They’re Most Likely To Buy


Viral…Business and Leads for FREE

21% of all responses never participated in the original interactive text message program.


Motivated Buyers…Ready to Buy Now

(Source: Exact Target, 2011)

41% of consumers have made a purchase after receiving a text message marketing promotion.


Trackable…Justification for the Advertising

By using a unique PIN, businesses can track just how effective the advertising is.


What We Do on Our Cell PhonesIt’s Not Just Talk

(Source: comScore MobiLens, December 2011)

Mobile Activity Share of Total Mobile Audience

Sent Text Message 74.3%

Took Photos 60.3%

Used Email 40.8%

Accessed Social Networks

35.3%

Accessed Search 29.5%

Accessed Maps 26.5%

Accessed Online Retail 12.2%

Still Growing! 84.4% of EU residents

Text Message Marketing 101The Success Story


Advertisement Interactive Text

Database Broadcast Texts

Success

Opt-In AdvertisingYour Customers WANT to Receive Your Messages


Opt-InLegal


Legitimate Opt-In• Create “existing business

relationship”• Interactive Text Message• Other Means (Web, WAP, IVR,

Paper)

Response Message• Number of messages• Program name• Contact info• Opt-Out info

Opt-In only to specific program.

OPT-IN

Opt-InLegitimate Verifiable Opt-Ins


OPT-IN

• Interactive Text Message• Desktop website• Mobile website• IVR• Paper

TIP: Be sure to save all opt-in documentation.

Opt-InBest Practices


OPT-IN

• MMA Global Code of Conduct• Messaging Frequency• Advertising Guidelines

• “Msg&Data Rates May Apply.”• “Text STOP to Stop.”• “Text HELP for Help.”• Terms & Conditions

(Source – MMAGlobal.com)

Opt-InSatisfying Legal Requirements


•Service Description•“Msg&Data Rates May Apply”•Resource-terms and conditions•Frequency of messaging•HELP instructions•STOP instructions

OPT-IN

Opt-InAdvertising Documents


Paper Advertising

Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instructions on Cancelling Service (STOP)

Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instruction for Obtaining Help (HELP)•Instructions on Cancelling Service (STOP)

Web Browser

Must include•“Msg&Data Rates May Apply”

Television, Radio, and Audio

Advertisements

OPT-IN

Offer ValueAdvertising


OPT-IN

With Gas So Expensive, Who Would Pass This Up?

Offer ValueResponse


OPT-IN

Offer Discounts Now


OPT-IN

SweepstakesGrow Your Database


OPT-IN

SweepstakesOffer Something You Can’t Get Normally


OPT-IN

Backstage pass: Big and Rich sweepstakes winner on 84444.com.

What You GetA Very Valuable Database Indeed


OPT-IN

Opt-OutRecommended Once Per Month


•Subscriber must be able to stop participating by sending STOP to short code•Must respond with MT message•If customer is inactive for 18 months Opt-In Expires•Monthly Reminders of Opt In

OPT-IN

Where Should I Promote It?Everywhere


Prom

otion

Everywhere…You Can Think Of


Prom

otion

Everywhere…And more


Prom

otion

Everywhere…Be Creative


Prom

otion

A QR Code Is Not an Island...Half of Americans have feature phones…


Prom

otion

So Always Include a Text Promotion with a QR Code

Dnt Overdu AbrevatnsIt’s Annoying


Text

Tips

Over 160 Characters

Too many Abbreviations. Use Abbreviations Sparingly.

Embedded LinksFor Touch Tone Action


Text

Tips

Offers customers more information

Mobile CouponsFor Immediate Response


Text

Tips

PromotionText Message Promotion Responded To


Stats

EXCLUSIVEText Message Marketing Study 2012


Stats

TEXT MESSAGE MARKETING STUDY

EXCLUSIVEText Message Marketing Study 2012


Stats

• May – July 2012• Conducted by ATS paid interns• Analysis of all customer data active in 3 months• 11 short codes studied• College credit received

Who’s Doing It?Our Customers


Stats

Customer Categories

% Customer

s

% Message

s

Restaurants 17 15

Automotive 13 1

Media 10 25

General Retail 10 13

Entertainment/Sports 9 12Ad Agencies/Cust Unknown 8 18

Schools 6 4

Real Estate 6 1Unions/Church/Non-Profits 5 3Consumer Products/Grocery 4 6

Healthcare 4 1

Financial 1 1

Government 1 1

Other/Unknown 6 1Totals will not add up to 100% due to rounding.

What Else They’re Doing?Other Mobile Marketing Tools Used


Stats

Tactic % Engaged

Text Message Marketing 100

Desktop Website 97

Social Media 65

Mobile Websites 27

Apps 11

QR Codes 32

Mobile Video 4

TextChat 5

Geo-Location Services 2

How They are Doing ItTypes of Text Messaging Being Used


Stats

Interactive & Broadcast: 82%Interactive Only: 11%Broadcast Only: 7%

What They’re DoingPercent of Applications and Response Rates


Stats

Consu

mer

Info

rmat

ion

Remin

ders

/Ale

rts

Mob

ile C

oupo

ns

Opt-In

s

Votin

g

Sweeps

take

s

Other

05

1015202530354045

% Applications% Messages

Application%

Applications % MessagesConsumer Information 42 20Reminders/Alerts 24 17Mobile Coupons 18 14Opt-Ins 4 2Voting 3 3Sweepstakes 2 38Other 6 6


Mobile Marketing

QRCodes

ExperiencedPlease scan to Linked In with Me


Stats

Your Message On The Move: Mobile Marketing Study

Documents

Transcript of Your Message On The Move: Mobile Marketing Study