dma bcu jason's presentation

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