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  • Mobile Messaging

    Effective campaigns using SMS (either alone or alongside other mobile media)

    1st December 2010

  • Managing mobile interactivity

    Incentivated is an award-winning, independent, full service mobile marketing agency and software developer, providing powerful and cost-effective mobile marketing/advertising, CRM and m-commerce solutions

    We service clients

    needs using all mobile formats including the mobile internet, apps (all platforms), location based services, mobile vouchers, Bluetooth and of course text and picture messaging

    We offer consulting, design (including creative), build and project management, and enjoy being challenged in any area of mobile marketing

    Our technology is available to licence (platform and APIs) or we

    can manage a campaign for you

    We are mobile pioneers and industry leaders, and have developed several sector firsts using mobile technology

  • Messaging Gateway & Software Company

    Mobile Marketing Platform

    Marketing, Creative & Advertising Agency

    SMS, PSMS, MMS, LBS, 2D barcodes etcMobile content management system**Build and deploy APIs

    Mobile marketingEmail marketingWAPsite

    (mobile internet) publisherSelf-serve functionality

    Clients Global acquisition, retention (CRM) and m-commerce solutions

    *Includes iPhone

    and other smartphone

    specific sites // **Phone capabilities database

    Incentivated How we work with clients

    Campaign strategy, concept & managementDesign, build & hosting of WAPsites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis

    PresenterPresentation NotesAll headlines like slide 2

  • AGENCIES

    Some of our clients

    BRANDS

    PresenterPresentation NotesSwitch brands and agencies

  • 2007 FINALIST

    Best Recruitment Campaign

    2008 Official Honoree

    Mobile Advertising

    2008 WINNER

    Best use of an emerging digital channel in CRM

    2009 WINNER

    Silver award, Alcoholic drinks industrySilver award, Targeted digital

    promotions

    2009 WINNER

    Best Charity and Voluntary Sector Campaign

    2009

    WINNER

    Content Award

    Some of our award-winning campaigns

    2010 Shortlisted

    Most Effective Bluetooth Marketing Campaign

    2010 Shortlisted

    Most Effective Mobile Sales Promotion/Direct Response

    Campaign

    2010 Shortlisted

    Most Effective Mobile CRM/Enterprise Messaging

    Campaign

    2010 Highly Commended

    Mobile Category

  • Source: Ofcom, 2010, figs 5.68 and 4.16

    Percentage of UK Population take-up

    96% 96% 93%88%88%

    80%

    71%

    54%

    0%

    20%

    40%

    60%

    80%

    100%

    AB C1 C2 DE

    Own a mobile phone Have fixed internet at home

    Over a quarter of DE households are mobile-onlyMobile reaches all social segments

  • Number of subscribers in the UK (000s)

    (Average number of subs for the 3 month ended Sep 10)

    Text and picture msgs reach twice as many UUs

    Messaging not as transactional as mobile internet and apps

    0

    5,000

    10,000

    15,000

    20,000

    25,000

    30,000

    35,000

    40,000

    45,000

    50,000

    Apps MobileInternet

    LBS MMS SMS

    Text (SMS) and picture messaging (MMS) are used by 90% and 62% respectively

    Apps and the mobile internet used by 43 & 38% and growing rapidly

    Many apps are games and come pre-installedDownloading new apps or allowing apps to update content or transact requires the mobile internet

    Source: Comscore

  • Number of subscribers in the UK (000s)

    (Average number of subs for the 3 month ended Jan 10)

    Source: ComScore

    More messengers in 55+ group than any other25-34 age band are the most prolific users of mobile media features

    0

    2,000

    4,000

    6,000

    8,000

    10,000

    12,000

    14,000

    Apps MobileInternet

    LBS MMS SMS

    13-17 18-24 25-34 35-44 45-54 55+

    Index vs

    population as a whole

    (Average number of subs for the 3 month ended June 10)

    0 100 200 300

    Apps

    MobileInternet

    LBS

    MMS

    SMS

    13-17 18-24 25-34 35-44 45-54 55+

    `

  • Smartphones in the UKSmart phones represent around a quarter of the market but UK still dominated by older handsets (which CAN still access the internet)

  • The Role for Messaging (push and pull)

    AcquisitionAwareness

    Direct marketing (opted-in third party lists)

    Sponsored messagesDirect response and sales promotion (e.g. text & win)Closing the deal

    Customer Relationship Management (CRM)Customer serviceRetention (including loyalty programmes, coupons and vouchers)Surveying and other data capturePromotion, up-sell and cross-sell

    M-commerceTransacting (PSMS as well as triggering payments using pre-registered credit card details etc)Confirmation e.g. receiptingDelivery status updates and problem resolution

    As well as B2C, SMS has a role to play in B2E and B2B

  • Think about the end user

    Text XMAS to 6XXXX to receive a link to our app

  • INSPIRATION GUIDE: Mobile commerce [email protected] and Motor: Marks and Spencer www.incentivated.com/retailandmotortrade

    The Solution:

    A text call to actionfeatured on the M&S website and in backto-school brochures.

    Customers areinvited to text TAGto 65006 followed by their childs name and delivery address, at the cost of 5 for 50 name tapes.

    Premium SMS billing is used as a simple payment mechanism.

    Details are passed to the fulfilment partner upon successful collection of the payment. The name tapes are delivered to the door by post.

    Business Need:To make it as hassle free as possible for parents to order iron-on name-tapes for their childrens school clothes. To capture customer data.

    Simple mobile SMS micro-payment solution for name-tapes

    Functions: Direct response Transaction

    PresenterPresentation NotesHeadline Options:Mobile takes the stress out of Back to School for M&S customersSimple mobile solution makes life easier for M&S customersMobile brings simplicity in ordering incredibly useful nametagsSimple mobile solution for ordering of incredibly useful nametags

  • The Solution:

    Offering a family-oriented fun, quirky,inventive and traditionally British twist to the Christmas wouldnt be Christmas without positioning,we developed a

    mobile site based upon a typically Heath Robinson-style Wallace & Gromit invention to help customers choose what to ask for from friends and family as a Christmas gift; the Cracking Christmas Contraption. A viral mechanic using SMS and MMS encouraged the spread of the site amongst family & friends.

    Results?

    31% of profiles were forwarded to friends/ family

    21% CTR from outbound SMS

    28% of new visitors supplied an email address to M&S

    The long tail over 5,000 people attempted to visit the site in week after Xmas!

    Business Need:

    M&S wanted an innovative mobile element, to add to their broader Christmas campaign, that would and could engage all their customers.

    Marks & Spencer mobile internet site: Wallace & Gromit

    CASE STUDY: Acquisition [email protected] & Motor: Marks & Spencer www.incentivated.com/retailandmotortrade

  • Business Need:IAB and DMA wanted to find out current consumer attitudes towards receipt of SMS and MMS advertising on mobile phones.

    Case Study: Branding and messaging [email protected] and Motor: Marks and Spencer www.incentivated.com/retailandmotortrade

    Results:

    74% of consumers would opt-in to receive SMS or MMS adverts, given the right incentive

    Give the customer control through opt- in

    Brand awareness almost 1000% higher than the control cell amongst those who received an MMS.

  • CONSUMERS ARE ENGAGING WITH MOBILE MESSAGING

    15

  • Summary of the research approach

  • Wed like to ask you a few questions about retailers. Youll get 6 texts to answer, its free to enter and should only take a moment. To take part text YES to 84420 or click http://wapp.co.uk/r/xxxx xxxxxxxxxxxxxxx (free browsing)

    Originator: 200200

    CRM: Survey and Data CaptureSent to M&S, O2 and Orange customers as part of this research

    Survey SiteSMS (concatenated) 228 characters

    1.Zero-rated shortcode.2.Zero-rated domain.

    1.

    2.

  • Havereceived

    SMS/MMS

    advertisinginthe

    lastmonth

    30%

    Haveoptedinto

    receiveSMS/MMS

    messagesfroma

    mobileoperator

    12%

    Haveagreedtobe

    contactedviaSMS/

    MMSfroma

    companyorbrand

    15%

    6%havedoneboth21%havedoneeither

    There is a sizeable % opting in to messaging

    Base:Base:Allrespondents(1022)Source:IAB/DMAMobileMessagingStudySeptember2010

  • Messaging reaches a valuable audience

    Base:Base:Allrespondents(1022)Source:IAB/DMAMobileMessagingStudySeptember2010

    Subscriberstomobileoperatordatabases

    aremorelikelytobe:Subscriberstothirdpartymobile

    databasesaremorelikelytobe:

    Aged1824

    Frequenttexters

    (atleast10aday)

    Frequentmobileinternetusers(daily)

    Smartphoneusers

    Male

    Aged1824

    Frequenttexters

    (atleast10aday)

    Frequentmobileinternetusers(daily)

    Smartphoneusers

    Agreedtobecontactedbyacompanyvia

    email

  • %

    Messagingworksbestatgrabbingyourattention

    andmakingyouwanttoknow