Download - 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
AGENCIES
Some of our clients
BRANDS
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 back–to-school brochures.
Customers areinvited to text TAGto 65006 followed by their child’s 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 children’s school clothes. To capture customer data.
Simple mobile SMS micro-payment solution for name-tapes
Functions:• Direct response• Transaction
The Solution:
Offering a family-oriented fun, quirky,inventive and traditionally British twist to the “Christmas wouldn’t 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.
<2% opt-out rate
The Solution:Market research was conducted in September 2010 via aninternet survey.
Also, over 100,000 were contacted and asked to participate in a mobile internet survey from M&S, O2 and Orange’s databases.
Three cells were surveyed: 1. a control with no advertising2. an MMS advert cell 3. an SMS advert cell
Overall findings indicate that consumers seeMajor benefits to receiving MMS over SMS:- It’s more visually interesting (similar tomagazine or TV advertising)- Provides improved brand reassuranceover SMS: the use of logos and familiar imagery - It is easier to ‘interact’ and reply andthere is less concern about being charged.
CONSUMERS ARE ENGAGING WITH MOBILE MESSAGING
15
Summary of the research approach
We’d like to ask you a few questions about retailers. You’ll get 6 texts to answer, it’s 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.
Have received
SMS/MMS
advertising in the
last month
30%
Have opted in to
receive SMS/ MMS
messages from a
mobile operator
12%
Have agreed to be
contacted via SMS/
MMS from a
company or brand
15%
6% have done both21% have done either
There is a sizeable % opting in to messaging
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
Messaging reaches a valuable audience
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
Subscribers to mobile operator databases
are more likely to be:Subscribers to third party mobile
databases are more likely to be:
•
Aged 18‐24
•
Frequent texters
(at least 10 a day)
•
Frequent mobile internet users (daily)
•
Smartphone users
•
Male
•
Aged 18‐24
•
Frequent texters
(at least 10 a day)
•
Frequent mobile internet users (daily)
•
Smartphone users
•
Agreed to be contacted by a company via
“
“
%
Messaging works best at grabbing your attention
and making you want to know more about a brand,
company, product or service
Messaging is the best way of receiving relevant and
personalised information about brands, products
and services
Not opted in Opted in Not opted in Opted in
%
Once opted in, people become more positive to messaging
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
+217% +243%
[Texts are] normally from people [companies] you want to
hear from, so it isn’t a bane
I don’t have to print anything out
More relevant - I can choose to receive advertising that is relevant to my personal tastes
Location-based - I can receive advertising that is relevant to the area I am in
Timely - I can receive advertising at a time which is useful to me
And people understand the advantages
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
(For vouchers) there is less chance of forgetting when
you go to the restaurant!
↑40%
↑71%
↑43%
↑122%
“
“
Messaging is immediate78% of people read messages in 5 minutes
%
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
[If] they are an alert they catch your eye –
it might be a friend – you always read to
see what its about
“
“
EFFECTIVENESS OF MOBILE MESSAGING
Slide 1 (3s) Slide 2 (3s) Slide 3 (3s)
Give in to temptation with M&S Dine In for Two for £10! Details in store or click for menu: XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX
XXXX Ends next Tuesday, 3 August. To stop text dine stop to 65006
Slide 4 (5s)
M&S Dine In for £10 with wine is available now! View menu at XXXXXXXXXXXXXXX
XXXXXXXXXXXXXXX
XXXXXX Details in store. Ends Tues. To opt out txt cook stop to 65006
M&S message to CRM database
MMS
SMS
%
M&S database
Prompted ad awareness increases for MMS
Base: M&S database: Control (230), SMS (256), MMS (693).Source: IAB/DMA Mobile Messaging Study September 2010
+13%
Almost 100% recall of the message
Base: M&S database: Control (230), SMS (256), MMS (693)Source: IAB/DMA Mobile Messaging Study September 2010
+81%
%
M&S database
+85%
Visit M&S mobile siteVisit store
MMS changes behaviour
Base: M&S database: Control (230), SMS (256), MMS (693)Source: IAB/DMA Mobile Messaging Study September 2010
+150%
We'd like to ask you a few questions about retailers. You'll get 6 texts to answer, it's free to enter and should only take a moment. To take part reply AGREE or click http://www.wapmeit.
co.uk/r/TXXXXXXX
XXXX
M&S message to operator databases
Shop on your mobile. Shoes and much more available with free delivery if you order on your mobile before midnight on 24th of Aug. Go to http://shoes.mands.mobi/r/
xxxxxxxxx
(clicking on the link will be charged at standard rate) and use code DELPHONE to redeem this fantastic offer. One per customer. Terms apply. To stop O2 More text STOP to 20502
Slide 2 (5s)
Subject: M&S shoes
Originator: 20502
MMS SMS
%
Consumers almost as happy to receive messages from their operator as friends/family
Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
How happy would you be to receive SMS/ MMS messages that provide
information about brand/products or services that you are interested in or
information about discounts and special offers?
MMS drives prompted ad awareness
Base: Operator database: Control (590), SMS (588), MMS (346)Source: IAB/DMA Mobile Messaging Study September 2010
Operator database
+7%
+27%
Message achieves huge standout amongst operator database
Base: Operator database: Control (590), SMS (588), MMS (346)Source: IAB/DMA Mobile Messaging Study September 2010
+975%Operator database
+425%
• Slick interface – a joy to view, more fun to interact with
• Markers of authenticity – logos, images, visual branding elements
• Greater potential for interaction -
greater interactivity without having to ‘reply’ to message or download, less concern about being charged
• More visual/audio interest - can be a more passive viewing experience akin to TV adverts/magazines but would need to be sensitive to fact that may be opened in public/workplace
Consumers can see the benefit of MMS
Effectiveness of mobile messaging Summary
• Messaging makes an impact‐
even among a highly engaged M&S
CRM audience‐
as almost 100% of the base remembered it.
• Consumers are almost as happy to receive advertising from their
operators as they are friends&family, providing a trusted place for
advertisers to send their message to new customers.
• Consumers like MMS‐
which means it achieves huge standout
amongst both CRM and operator databases, and drives behaviour
change.
%
75% would opt in given the right incentive
Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
Which of the following would make you more likely to opt in to
these type of services?
“Morrisons – their deals of the week – if you knew that week it [might] dictate where you shop”
“““It’s nice how they give advance notice [of sales etc.] because they know you’ve been there before”
““
Consumers actively want communication from certain categories/brands
Desirable Categories Desirable Brands
Best practise for building a CRM messaging database
•
Awareness•
Targeting
‐
an easy place to start is to build on existing relationships•
Start as you mean to go on – welcome them as soon as you have their number, this is your opportunity to convert straight
away. Follow with your first marketing message within a week of this. Any longer than a month and they will forget.
•
Cost•
Re‐assure throughout of the costs involved•
If communication is 2 way consider making responses free•
If the service is charged this must be include this in the first
message and follow with reminder at least once per month
•
Relevance •
Make it clear what the texts will contain and why people should sign up•
Have a clear activation and retention programme•
Focus on the behaviour of your consumers and provide appropriate
messages•
Campaigns where you should pay particular attention – marketing to children, adult content, gambling, alcohol and sales
promotion
•
Control•
Re‐assure customers how many messages they will get•
Don’t take them for granted, consider why people signed up – and then ensure you are delivering it. •
Make it clear how users can potentially unsubscribe. The Networks have defined a ‘Universal Stop’
policy to which marketers
must adhere to
•
Privacy•
Secure customer confidence and show them you will handle their personal details responsibly •
Ask for permission if you wish to share their details at the opt
in or tell them at the start you will not share their details with
third parties
HOW TO OPTIMISE MESSAGING COMMUNICATIONS
Give consumers the content they want
Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
You get sent vouchers
for money off products
(57%)
You get sent
information about
special offers and
discounts earlier than
everyone else (42%)
You can save
offers and look
at them later
(34%)
You get sent
interesting
information that is
relevant to you
(34%)
You can redeem the
offers and look at
them at a time
convenient to you
(40%)
target with
stuff you
like in
future
(17%) You can
browse offers
wherever you
are (26%)
You can
forward
offers and
information
to friends
(25%)
You get deals
that are
especially
negotiated on
your behalf (32%)
[For a free Fitness First Pass] I find out about it by e-mail already but would happily swap to text
““Like Apple - where there were long queues to get the iPad, maybe [if a text] would have allowed you to get in first
““
There is currently a gap between what they want & get–
areas of potential
Base: All who have received SMS/MMS advertising via text in the last month (308)Source: IAB/DMA Mobile Messaging Study September 2010
% REC
EIVE
D THIS TYPE OF MESSA
GING
1. Messages with a money‐off voucher
or other type of discount for a
product, service or brand
2. Messages with information about a
sale for a product, brand or service
5. Messages containing information or
updates about a product, brand or
service
6. Messages with a link that you click and
can make a call to receive an offer, buy
products or book services
7. Messages with a WAP link to a brand or
products mobile internet site
4. Messages with competitions in
3. Messages with surveys
in
12
3
4
5
67
LEVEL OF INTEREST IN TYPE OF MESSAGING (% top 2 box)
Cumulative %
MORE TH
AN
ONE A
DAY
ONE A
DAY
3‐4 A WE
EK
ONCE
A WEEK
1‐2 A WE
EK
3‐4 A MO
NTH
1‐2 A MO
NTH
ONCE
A MON
TH
LESS THA
N
ONCE
A
MONTH
69% of those signed up to a 3rd
party database would like to receive
communication at least once a
week
Majority of people are happy to receive one message a week
Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010
%
EARLY MORNING (7am – 10 am)
LATE MORNING (10am – midday)
EARLY AFTERNOON (midday ‐
3pm)
EARLY EVENING (6pm – 8pm)
LATE AFTERNOON (3pm – 6pm)
LATE EVENING (8pm –
11pm)
10am-8pm is the optimum time of day to send messages to consumers
Base: All who responded with time of day(726)Source: IAB/DMA Mobile Messaging Study September 2010
Sometimes you get a promotional text at 2am which irritates [me]
“
“If there’s a sale on tomorrow, I need to know tonight!
““
Messaging Best Practice
• Awareness (32% of customers do not know about B2C messaging)promote the offering using existing relationships and touchpoints, and welcome consumers with an initial text message once you have their details
• Perceived cost (71% of respondents were wary of any costs that may be associated)be exceptionally clear in communications with consumers about the costs associated with mobile messaging, which are often zero, and also consider making responses (as well as browsing) free
• Relevance (71% worried about unwanted messages)let consumers know what kinds of messages they will be receiving
and their frequency
• Control (61% were worried about not be able to opt-out once having opted-in)make unsubscribing easy
• Privacy (64% thought they may have to share personal details)if you do not intent to share the data with third parties then say so
No short version of this story … here’s a précis of the chapter relating to consumer concerns
Use plain English
Jaguar case study – Objectives
• Allow mobile users to register & be the ‘first to know’Prospects register for updates and invitations to view the XJ Unlocks mobile content exclusively for registrants
• Capture & deliver mobile leads
• Deliver a ‘luxury’ mobile experience for site visitorsCreative custom made for high end phonesEarly adopter delivering specific Android UE to complement iPhone
site
• Update and use site in all phases of the campaign
• Maximise lead generation and data collection opportunities
• Use the latest mobile technology to showcase XJ and generate leads
Jaguar’s target users have top end handsets
Apple iPhone(Apple OS) 44,92938.75%
T-Mobile G1(Android OS)5,0154.33%
HTC Fiesta(Android OS)4,0793.52%
T-Mobile Mytouch 3G(Android OS)5,2504.53%
HTC Tattoo(Android OS)3,6693.16%
HTC Hero / HTC 6277(Android OS)4,1783.60%
HTC Sapphire(Android OS)2,3091.99%
HTC Touch Pro(Windows Mobile OS)2,2621.95%
Blackberry 8330(RIM OS)2,4832.14%
Blackberry 8130(RIM OS)1,9781.71%
High-spec, content hungry iPhones & Androids dominate (60% of all)
Billboard Spectacular Los Angeles Wilshire Boulevard
Jaguar / Los Angeles – Mall Dioramas
CASE STUDY: Jaguar XJ model launch (USA)Sector: Automotive www.jaguar.mobi/xj (on ANY mobile phone)
The Solution:A ‘luxury’ mobileexperience to showcase the XJ and generate leadsfor test drives and sales.
The mobile internet site is a beautiful, innovative and creative site, designed for high end phones - among the first to start delivering specific AndroidUE to complement iPhonefunctions.
The site allows prospective Jaguar owners to register via their phones for exclusive (mobile-first) updates and invitations to view the XJ. Registration also unlocks exclusive content for your phone.
The site is fully integrated into the advertising campaign through an SMS call to action. This maximises tracked sales opportunities, with leads delivered into the central test drive database.
Results?
www.jaguar.mobi/xj
11% of site visitors requested LBS-based dealership details
23% requested test drive
At least one sale directly/solely attributable to mobile
Business Need:
Building on the success of the 2009 mobile advertising campaign in creating quality leads for test drives that converted to efficient sales, Jaguar requested a “luxury” mobile solution for the launch of its new XJ model.
Jaguar XJ Launch Mobile Campaign (USA)
CASE STUDY: Acquisition [email protected] & Other Consumer Goods: Horlicks (GSK) www.incentivated.com/FMCG
The Solution:
A three month on-pack promotion invites shoppers to enter a prize draw for a chance to win £1,000 each day.
Entrants text HORLICKS and the unique product code found on the label to 62233 or enter online.
Unique codes are validated against the database of eligible codes and at the end of the day winners informed whether they’ve won via SMS or via email, depending upon the entry method.
Results?
49,000 responses via SMS in the first seven weeks (i.e. 1,000 responses per day at time of press).
The same number of responses was delivered through online as well.
Business Need:
To boost purchase of Horlicks among loyal customers and entice new drinkers to trial the product.
£1,000 per day Text & Win draws 1,000 responses per day
Business Need:
To extend customer relationship program by making emergency phone numbers easily accessible to customers.
INSPIRATION GUIDE: CRM [email protected] and Financial: Royal Bank of Scotland www.incentivated.com/property&financial
Functions:
•
Alerts
The Solution:
Customers of RBSreceive an automated text message alert containing the phone number for the relevant call centre and advises recipients to save it into their mobile’s address book to use in a case of emergency (e.g. following an accident or any other incident where help is needed).
The SMS service was back-dated for 1.4m existing customers, merging in their correct details.
RBS sends emergency telephone number to customer base
The Solution:
By sending texts and picture messages to existing customers as well as using targeted on-portal mobile advertising, T-Mobile directs customers to a survey site. The site is zero-rated for browsing and so completing the questionnaire is free. By answering four questions customers are advised of the best tariff and given the chance to change there and then, through click-to-call.
T-Mobile asks their customers questions
INSPIRATION GUIDE [email protected]: T-mobile www.incentivated.com/sports&fitness
Business Need:
Retaining customers is not easy for mobile networks, especially so when it comes to their “PAYG” ones. T-Mobile wanted to help existing customers find their most cost effective tariff and so maximise loyalty.
Functions:•
Alerts•
Transaction•
Revenue generation
INSPIRATION GUIDE: TRANSACTION [email protected]: Save the children www.incentivated.com/charity
Functions:
• Direct response• Revenue generation• Transaction
Business Need:
To integrate mobile into a multi-media campaign and introduce it as an additional fundraising mechanism to traditional methods.
The Solution:
The campaign invites members of the public to buy 1 of 7 life saving solutions costing between £1 and £5 by texting the corresponding keyword (e.g. NUT for Peanut butter) to 81819 and go on to complete a mobile internet Gift Aid form.
A video explaining the different ways to donate was played on large TV screens at three of London’s busiest railway stations.
Bluetooth units, were installed in 20 STC high street stores nationwide, with a ‘measles virus’
Java application that customers could download to their phones and forward on to friends via SMS.
Mobile integration boosts fundraising campaign
Engineers receive mobile alerts for instant problem solving
INSPIRATION GUIDE: CRM [email protected] & Utilities: National Grid Wireless www.incentivated.com/telecoms&utilities
The Solution:When a fault occurs an SMS alert is sent out to a single engineer or a group of engineers, specifying details and the exact location of the fault.
As well as details ofthe fault location the alert contains the phone number of the NGW base. This allows engineers to respond instantly and to call base to provide progress updates.
Alerts can be broadcast at all times of the day or night.
Business Need:To provide a fast and reliable way of alerting engineers in the field when faults arise with wireless transmission equipment.
Functions:• Alerts• Direct response
