mobile channel guide

Impact Mobile:Mobile Channel Guide

© Copyright 2011. Impact Mobile, Inc. All Rights Reserved.

Impact Mobile

We are and end-to-end mobile connectivity partner


Who We Are:Impact Mobile Inc. is a privately held company founded in 2002. The company is a leader in providing technology to enable complete end-to-end mobile marketing solutions. Impact Mobile has office in Toronto, Los Angeles, New York City and Richmond, VA.

What We Do:Impact Mobile provides connectivity to all major wireless carriers in North America, allowing the company’s clients to communicate with consumers via their mobile devices. Impact Mobile’s JumpTXT™ platform provides carrier-grade mobile marketing services for brands and retailers including Coca Cola, AirMiles, Rogers, TELUS, ING, Toronto Blue Jays, and Estee Lauder Companies to name a few.

Industry Leadership:Impact Mobile has played a leadership role in the mobile industry, working with the mobile network operators to run the first cross-carrier short code campaign in North America. Impact Mobile founded the Interactive Advertising Bureau’s mobile practice in the US and Canada and chairs the Mobile Entertainment Forum in North America working on establishing mobile commerce security standards with ISO.

Intro Setup Opt In Messaging Campaigns QR Codes mWeb Summary

Objective

Develop a mobile channel to drive ROI


Build Mobile List:• Develop a robust mobile subscriber list and mobile database in

parallel to WEB and eCommerce initiatives.• Capture customer profiles and preferences and build a

segmented customer database for targeted marketing.

Distribute Offers & Content:• Target customers by delivering highly relevant, just-in-time

content/offers directly to their mobile devices.• Enable viral marketing via mobile leveraging brand’s social

footprint with help of the most loyal customers.

Full mCRM Integration:• Increase relevance and use of traditional marketing channels

with interactive mobile calls to action• Mobile data can be integrated into company CRM eliminating

cross-channel disconnect

Boost offer redemption by three times.

Ensure communications opened within minutes.

Enjoy 98%open rates.

Predict eComm sales spikes with track-able mobile campaigns.


Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel.

Strategy

Mobile Campaign Cycle


Launch

Measure

Activate

Activate Touch Points:Place keyword/short code calls-to-action across CRM touch points (print, OOH, packaging, etc.) or implement number capture into websites and social footprint. Enhance touch points with QR Codes. These activation mechanisms offer the opportunity to engage.

Launch Campaigns:Engage your consumer with straight-forward opt in requests at website registration or check-out or be more specific with the promise of immediate offers, chances to win, exclusive access, important content, or other.

Measure ROI & Iterate:Measure engagement activity with opt in/opt out metrics along with response and close-loop redemption rates and determine how to further optimize activation and campaigns going forward.


Set the objective to develop a robust mobile list using best-practice strategies to entice/engage for the purpose of driving ROI in mobile channel.

Overview: In order to facilitate messaging for a mobile channel campaign a Short Code must be provisioned and used. In North America this 5 or 6 digit number can be ‘vanity’ (spelling something on a mobile number pad) or random. Every opt in and messaging touch point must have a short code behind it in order to properly build and use an opt in database. One short code can be used brand-wide for all initiatives within a single country.

Short Codes

This is the primary messaging delivery channel

Timeline: Impact Mobile will handle every aspect of the short code provisioning process. This includes filing all necessary applications with mobile carriers, providing full support during the approval process, and maintaining full connectivity and compliance assistance with carriers. Provisioning typically takes 8 to 10 weeks in the United States and as little as 4 to 6 weeks in Canada. Please inquire for provisioning timelines in other countries.


Geographical Considerations: Short codes work for the individual countries in which they are provisioned. There is no ‘global’ short code system. Therefore, multiple short codes must be provisioned in order to run mobile campaigns in multiple countries. Impact Mobile is a one-stop shop for global needs.

“Text KEYWORD to 12345 to join the VIP Mobile”

This is the Short Code

To: 12345

Msg: KEYWORD


Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started.

Overview: If your brand has collected phone numbers (either during a web registration process, at POS, or other) Impact Mobile will perform a ‘carrier look up’ to determine if they are, in fact, mobile numbers. Impact Mobile will then send opt in confirmation broadcasts to request if the owners of those numbers want to hear from the brand. This is a key carrier compliance requirement Impact Mobile fully manages.

List Scrubbing

Validating collected numbers is essential

Timeline: The main variable is the length of a list. Impact Mobile can run a few hundred thousand carrier look ups in an hour and typically completes the process for large lists over a three day period. Following the completion of the carrier look-up, an opt in confirmation can be run all at once or incrementally over the course of a few days.


Your brand has been collecting mobile numbersAre you sure?

From: [Your Short Code]

Msg: BRAND (1 of 2): Love our products? Sign-up for BRAND TXTs & stay in the loop for all things BRAND. Reply YES today!


Msg: (2 of 2) You’ll get specials, promotions and VIP access - 5msg/month. Visit domain.com for info.

Stop? Txt STOP. Help? HELP. Msg&data rates may apply.

Confirmation Broadcast: This can be a single message or a series of no more than two messages asking for permission for future communication (see example). If confirmed, a reward or offer message can be immediately delivered. Opt in requests must include required carrier language ‘Stop? Txt STOP. Help? HELP. Msg&Data rates may apply’.

First Message

Second Message


Provisioning short codes as the primary messaging delivery channel and scrubbing list to validate collected numbers is essential to getting started.

Overview: Engage the consumer with a call to action (‘CTA’) inviting them to join the mobile channel. Utilize existing touch points (print, in-store, on-packaging, on-line creative, OOH, affiliate creative, etc.) and ‘activate’ promotional and marketing materials with a valuable enticement. Quality CTAs (like instant rewards, redeemable coupons, event access, tips, and more) can increase success building a mobile list.

Keywords

Activate media on and off-line with Keywords

Timeline: With a provisioned Short Code in place, creating a Keyword to build opt in (with or without an immediate offer) can be done on a very short time-line (days, not weeks). However, it’s important to plan ahead so in-market creative production teams have the lead-time necessary to include CTAs in designs.


Message Flow: When the customer texts the Keyword to the Short Code they can receive either a single message or a series of no more than two messages (welcoming them in one message and providing more content or an offer in another). This sets the stage for future message broadcasting (be sure to ask about the variety of other campaign types).

“Text KEYWORD to 12345 to join the VIP Mobile”This is the Keyword

To: 12345

Msg: KEYWORD


Aim for critical mass setting objectives offering enticements to join mobile channel at CRM touch points using Keyword & Web/Social integration.

Overview: Include ‘Mobile Alerts’ as tab on main Facebook brand page. Utilize integration APIs to implement a Facebook compliant opt in form. Tag opt ins in mobile list to reflect sourcing from within Facebook to create a highly targeted broadcasting plan.

Facebook

Activate Facebook page

Timeline: Implementing the Impact Mobile Facebook API can take just a few business days to integrate and test. Our IT staff will support upgrades and updates in line with Facebook evolution.


Wall Posting: One of the features within Impact Mobile‘s Facebook integration API is the ability to enable an opt in to post their love and comments about your brand to all their friends immediately after they join the mobile list.

Fully integrated mobile number capture



Overview: Offer ‘Mobile Alerts’ as a feature for new visitors and accounts created on brand site. Tag opt ins to reflect preferences (female/male, product preferences, etc.) and enable highly targeted messaging campaigns in the future. Build the mobile channel into communications strategy.

Websites

Activate brand website

Timeline: Integrating number capture into a website can vary as a function of complexities identified in a discovery of a brand’s technical requirements (example on next page).


CRM Integration: Our IT group can assist with seamlessly integrating mobile number capture directly into your CRM when new accounts are created expanding your ability to communicate with that customer in the mobile channel.

Fully integrated mobile number capture (1 of 3)



Overview: Web integrations require a proper discovery and review in order to understand technical nuance, operational requirements, and architectural variations and challenges. For example, what is the experience for a person creating a new account (after number capture is implement) compared to a person returning to their account? Impact Mobile’s IT group can support the digital team in addressing this problem along with many others and create a solution that assures stability and value over the long term. DB work-flow example for a new account with SMS option:

Websites

Evolve customer DB to include mobile.


Integrated work-flow mapping for mobile number capture (2 of 3)

Alerts/Welcome SMS Message

BrandWeb/

Profile



Overview: As an alternative to plugging mobile number capture directly into existing registration and sign up forms, Impact Mobile offers iFrame support. Tagging opt ins to reflect required preferences (female/male, product prefs, etc.) remains a powerful feature enabling highly targeted messaging campaigns in the future.

Websites

Activate brand website


CRM Integration: Seamlessly integrate mobile number capture directly into brand CRM when new accounts are created. The flexibility to place call outs inviting customers to ‘VIP Mobile’ in a variety of places online might be an attractive option for design and integration teams.

iFrame for mobile number capture (3 of 3)



Overview: Design a long-term messaging strategy using closed-loop tracking to measure the effectiveness of a broadcast (drive in-store or online). Providing relevant, targeted, and timely content in 160 characters or less is key to maintaining a stable and growing opt in DB. Messaging is a terrific way to direct market with open rates averaging 98% in under 4 minutes and studies showing 15x conversion and 12x purchase intent over email.

SMS Messaging

Drive ROI with steady broadcasting strategy

Requirements: SMS Messages in the US are limited to 160 characters (136 in Canada) and require the inclusion of mandatory carrier opt out and rates information. While this consumes some of the message space available, Impact Mobile will assist in navigating the requirements based upon the content and context of individual messages.


Message Possibilities: These include sending timed broadcasts (Black Friday, Cyber Monday, Post-Holiday, etc.), time sensitive offers with expiring promo codes, invitations to exclusive events, brand tips & new product availability, and more. Messaging can always include links to rich mWeb sites and be sent in a series (i.e. ‘1 of 2’ and ‘2 of 2’).

Mobile Messaging = ‘Reach & Frequency’


Msg: Use promo code 123ABC @ BRAND.com by Friday to save 30%!



Msg: BRAND launched a new product today online only. First 1k buyers will receive a free THING.


Example 1

Example 2



Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel.

Overview: SMS offers the recipient great value and insider information. MMS offers the recipient the extra value of rich content delivered right to their mobile device and available to them 24/7 without a data connection once received. Content types can include video, slide show, or longer messaging (up to 500 characters). This offers brands the ability to distribute valuable information to customers in a compelling format.

MMS Messaging

Offer exciting messaging experience

Requirements: MMS offers a wide variety of content formats (image, slide show, video, audio, etc.) and requires individual review by Impact Mobile to determine compliance with carrier regulations on rate and data information.


Message Possibilities: With all SMS possibilities still relevant, MMS expands brand’s ability to issue well-designed and visually pleasing content like tickets to events, coupons that can be scanned at retail, celebrity or company messages about the brand, and so much more. Just like an SMS, MMS can be forwarded so viral potential remains intact.

Multimedia messaging gives the recipient more

Click To Watch Video


Broadcast content and offers via SMS and MMS to drive traffic in-store or on-line to capitalize on the one-to-one mobile communication channel.

Overview: In addition to building straight-forward opt in, Impact Mobile can support launching contests with our Prize Selection platform, roll out ‘text PIN to WIN’ offers with redemption tracking, offer surveys by text as a mechanism to gather customer feedback, enable Text4Call, Text2Vote, and moderated Text/Vote2Screen, and so much more. All special campaigns can include a request for opt in for on-going communications.

Campaigns

Launch special campaigns to drive engagement

Timeline: It’s recommended to plan special campaigns months (not weeks) in advance so in-market creative production teams have the lead-time necessary to include CTAs and other considerations in designs.


Process: Special campaigns require special guidance that Impact Mobile will be happy to provide. They include, but are not limited to, hosting Terms and Conditions for special promotions, creating required STOP and HELP Keywords in the message scripts, and determining exact features and functionality to ensure a special campaign is optimized.

“Text KEYWORD to 12345 to enter BRAND’s contest ”

Text2Enter

Text4Call

Text2Vote

Text4Quiz

Text4Survey

Text2Screen

Vote2Screen

Photo2Screen

Text4Pin


Launch specialized campaigns to drive further opt ins with contests, unique customer experiences and content, viral/social promotions and more.

QR Codes

Activate products and media


Drive content experience on the mobile device

Overview: QR Codes are essentially 2D Codes – graphic images containing information accessed when the images are “scanned” by a device which can decode the information. QR Codes are used mainly for promotional delivery, providing product info, brand imagery extension, and consumer insight development.

Timeline: Impact Mobile generates QR Codes individually as needed or in batches and fully manages the rotating content residing behind them with our JumpTXTTM Media Platform.

Possibilities: QR Codes offer a unique brand opportunity to change the content residing behind an in-market code that is in line with a wider brand marketing and media plan. This capability distinguishes QR Codes from all other mobile marketing tools.


Activate CRM touch points with direct path to a rich experience utilizing the most advanced mobile scanning tool in the market today: QR Codes.

Overview: It is essential to recognize that mobile web use is growing exponentially and that brands must exist in this space. Also, in a traditional browser the web offers more screen real estate than on a mobile device. Impact Mobile solves the challenge to optimize content based on the device being used to view a mobile web site when creating static pages or when creating dynamically updated pages sourced from existing brand sites.

mWeb

Mobilize existing web content

Timeline: Following discovery and compiling a spec for mobile web needs, Impact Mobile can repurpose and host existing web content with great expedience. Our Professional Services group will create a roadmap for deployment in line with brand goals.


Possibilities: As production and brand teams dedicate resources towards keeping web content fresh, utilize Impact Mobile’s mWeb framework to feed select content into the smaller mobile device environment to maintain a seamless content flow.

Leverage existing web content to create an mWeb site (1 of 2)


Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts.

Overview: Initiating a one-to-one relationship with the consumer is the key to building that long-term relationship in the mobile channel. It is therefore recommended that mobile capture is incorporated into content available on the mobile device. It does not always have to be presented as a requirement to access content, but optimized the request for opt in is imperative. Impact Mobile offers a set of APIs enabling opt in from the mWEB.

mWeb

Present opt in as a requirement to gain access

Timeline: Implementing mobile number capture in to the mWeb can work as a straight-forward, stand-along opt in or as an integrated extension of your CRM. Impact Mobile’s IT group supports every aspect of integrating into the mWeb.


Possibilities: Incorporating mobile number capture into mWeb experiences enables brands to begin one-to-one relationships with consumers enabling forward-going communication when the mWeb contains something new and relevant worth promoting.

Drive opt in from a mobilized site (2 of 2)


Mobilize and optimize existing content for mobile devices. Utilize feeds from current web sites and link directly from text messaging broadcasts.

Reporting


Deliver conversion measurement (1 of 2)


The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel.

Reporting


Deliver real-time data mapping (2 of 2)


The Impact Mobile JumpTXTTM Media platform offers real-time, actionable reporting offering 360 visibility of activity within the mobile channel.

Shipment Notification: Incorporate messaging into your shipment notification logic within existing CRM and create a new and valuable service for brand customers throughout the ordering process.

Replenishment: Incorporate messaging into replenishment logic for customers who wish to be reminded when their supply of a product is likely to be low. This little ‘tap on the shoulder’ drives tonnage.

PIN-on-Receipt/Product: Utilize Impact Mobile’s propriety Pin-on-Receipt/Product technology to enable unique trackability of offers presented at POS or directly on product packaging.

Mobile Apps: Consult with Impact Mobile’s best-in-breed development partners to conceptualize, design, build, and launch cross-platform apps (iOS, Android, Blackberry) to deliver meaningful value to the mobile portfolio.

Mobile Advertising/Mobile Display: Participate in brand opportunities for partnering on message activity with Impact Mobile clients as we roll out various opportunities on a regular basis.

Professional Services: Use Impact Mobile as a consultative resource to set strategic goals, map out operational challenges, and incrementally grow the mobile portfolio with confidence.

Value-Add Services

The possibilities are not limited…


Mobile is a valuable new channel for communications


Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel.

Consumer PrivacyConsumer privacy is a matter Impact Mobile takes very seriously for the benefit and protection of Clients. Impact Mobile does not sell, rent or lease an opt in databases to anyone at anytime for any reason.

Opt In/Opt Out ControlsConsumer control over permission-based marketing in the mobile channel is required by the mobile carriers. Impact Mobile implements this into every activity to ensure the consumer always decides.

Carrier ComplianceImpact Mobile has 10 years of experience with the carriers regarding mobile marketing and has watched compliance issues evolve. Along the way and going forward we help all our Clients remain compliant.

Best Practices

Impact Mobile is a leader in mobile marketing



Utilize Impact Mobile’s best-practice experience to explore an optimized your approach towards building an invaluable brand mobile channel.


Own The StreetTM

Contact: Ryan Dockman, Account Director, 460 Richmond St. West, Suite 700, Toronto, ON, M5V 1Y1(416) 368 8400 office • (647) 267-0852 mobile • [email protected]

mailto:[email protected]

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