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Mobile is now important part of marketing campaign of any organization. Here are a few tips: SMS/Text Messaging Text messaging is a great way to reach customers with special offers, with or without a landline phone number. Using other marketing and social channels, you can encourage customers to engage with your brand by texting a keyword or six digit number to a short code. This is a great way to build a mobile marketing list that you can reach out to later for a more targeted message. QRCodes QR codes allow marketers to engage with buyers through traditional forms of media. For example, a QR Code can connect a print ad with a mobile coupon or incentive marketing program. Mediapost reported that mobile barcode scanning was up 157% during the first quarter of 2012. Since the smartphone market has seen enormous growth, it is safe to assume that more consumers will engage with campaigns that use QR codes. Mobile Search Display Ads In 2011, mobile search display ad revenue reached $1.5 billion. As tablets and apps are reinventing the mobile space, companies big and small can take advantage of mobile search to reach potential customers on the go. More at www.SimplifiedSMS.com and www.SimplifiedSolutions.biz
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www.SimplifiedSMS.com
All-in-One SMS Mobile Marketing
Overview
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Simplified Alerts www.SimplifiedAlerts.comOne-Way; One-to-Many Group Texting
Simplified Solutions + Simplified SMS
Digital Marketing and Technology Agency Since 2002Dedicated team of experienced marketers and technologists2008 - Simplified Alerts and Simplified SMSHundreds of clients across dozens of verticals
Simplified SMS www.SimplifiedSMS.comAll-in-One Interactive Marketing. Advanced Integration.
Focus on integrated solutions with supportive launch programs including training and marketingTom Casale - [email protected], Managing Partner
Online Marketing and Technology SMS Message and Marketing Management
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OPTIMIZEThrough reporting and feedback… Maximize your program.
Set the Scene
GROWFind and Build your subscriber list. Best Practices to do so.
An overview of today’s presentation
ENGAGECommunicate well…
50% of American adults own a smartphone as of February 2012, up from 36% in February 2011
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Defining Mobile Google’s take related to the upcoming election http://youtu.be/9GalBu_cEkM
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INTEGRATED ONLINE / MOBILE MARKETING
EMAIL• Loyalty-driven• Used to activate
others.
SMS MARKETING• Text
engagement• Extends email
MOBILE WEBSITES•Satisfy mobile efforts
•Address growing segments
SOCIAL•Extend the reach of campaigns
•Driven by Likes and shares
MOBILE ADS• Drive new
opportunities• Connect ‘in-
hand’• Geographically• Demographical
ly
The most successful programs should include these channels to maximize opportunities for increased awareness, leads and business.
SMS MARKETING
MOBILE WEBSITES
SOCIAL CHANNELS
MOBILE ADS
www.SimplifiedSolutions.biz
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GROW!
ALWAYS Opt-InGoverned by Mobile Marketing Association and CTIA Rules and Guidelines. Email is governed by the Can Spam Act of 2004.
Best practices
MMA Consumer Best Practices Guidelinesdemand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS.
www.MMAGlobal.com
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Why?
Today, the majority of smartphone users use their smartphones daily for searches
The majority of smartphone users (59%) are unaware that advertising is incorporated into their mobile usage
GROW: Mobile Advertising
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How?
Determine your target audience and set the goals for the campaign(s)
Is it to drive interest for an event; sell registrations online or capture leads?
Is your website mobile-ready to accept traffic?
Google Adwords• Keyword research• Build campaign• Set budgets and targets• Determine ad mix• Sets Goals and Conversions• Measure Success
GROW: Mobile Advertising
Your Ad
Mobile Website
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GROW: Mobile Advertising
Search Ads versus Display Ads
Search
Text Ads
Click to Call
Click to Download
Ads with Offers
Static and Multi-Page
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GROW: Mobile Advertising
Search Ads versus Display Ads
Display
Interactive Video Ads
Static and Multi-Panel
Click to Download Ap Ads
Tablet Image Banners
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Web Sign-up• Custom Web sign-up
page
Keyword and ShortCode• TEXT ‘KEYWORD’ TO
12345
UPLOAD• Load your CSV file into
your system
Branded FormIntegrated via Widget• Websites• Social Channels • Blogs
Gives you the greatest flexibility for design and messaging
Portable and Easy
Use your custom shortcode and relevant keyword to join the program
Use multiple keywords to enroll in specific distribution lists
Must be Opt-In
Load new and old lists
External sources
Requires vetting and approval.
GROW!
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QR Codes• Unique code for your list
Social Media Widgets• Social Opt-In Signups
OTHER• Add cellphone fields to
forms
Highly portableUse via online and offline channels
Opt-in directly to your list
Across Most Channels
Create portable widgets through Facebook, Twitter, Google + and LinkedIn
Use Existing Forms
Add a cellphone capture field to inquiry and lead-capturing forms
Make sure your CRM captures them too
GROW!
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Consumer Behavior
According to Google’s website ThinkWithGoogle.com; nearly one-third of respondents would rather give up TV or their computer in favor of their mobile device.
80% of respondents never leave home without their mobile device.
ENGAGE: How Important is Your Mobile Device?
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Industry Statistics
There are 95.8 million smart phones or wireless-enabled PDAs in the US
80% of cell phone users are willing to receive opt-in text messages.
Nearly 7% of all U.S. web traffic comes from mobile and other non-computer devices
(CTIA June 2011)
EMail vs. SMS
The average email open rate is approximately 6.5 hours.
The average SMS text message open rate is approximately 4 minutes.
The overall delivery rate for email is approximately 26%.
The overall delivery rate for SMS is approximately 98%.
What is SMS Mobile Marketing?Consumers in our hand
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ENGAGE: SMS Marketing
SMS Features
Mobile Coupons – electronically offer free gifts, % discounts, incentives that are tracked by redemption codes
Mobile Voting and Polls – Text a keyword toyour shortcode to vote for a favorite
List Enrollment – Enroll members in your listsvia text with shortcodes or web via QR codes
Mobile eCards and Appointment Reminders – Pre-schedule promotional reminders like Birthday Club or product renewals
Push to Email, Twitter and Facebook – Send your messages through email and social channels
MMS Features
Images – Send images to lists; great for sending QR or bar codes
Video – Send short videos directly to your subscribers
Voice Broadcast – Send a voice message to registrants. Covers the ‘triad’ of messaging; text, email and voice.
MMS Example: Real Estate
Text short code numbers to receive info like video tours, images, text, web links and
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ENGAGE: SMS Marketing
Mobile Coupons
Traditional retail coupons are great until you have to worry about planning, scheduling, printing/reprinting, and mailing costs. Even then, customers can forget to bring in their redeemable coupon. Simplified SMS combines the power of electronic coupons and the convenience of mobile phones with its Mobile Coupon features. • Create unique promotion codes for
each individual SMS Mobile Coupon• Easily redeem each coupon using
Simplified SMS web-based software• Track redemption rates and revenue
earned
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ENGAGE: SMS Marketing
SMS Voting
Create engaging SMS votes and polls.
Customers vote via text messaging: • Join by texting a Mobile Keyword to a shortcode.• They will then immediately receive back a text
message that's customized by you with all the choices they can vote for. Asked a multiple choice question with up to TEN choices.
• Every vote is categorized and tallied • Each mobile phone can only vote one time
Great for • Retail: Ask customers what their favorite brands
are.• Product Development: Ask customers to vote for
their favorites.
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ENGAGE: SMS Marketing
Text-To-Screen
Live messaging at events
Text a mobile keyword (e.g. ‘SimSol’) and a text message to a designated short code (e.g. 12345) which then can be projected onto a large screen at your venue in real time.
Filter messages, specific words, and/or block flagged phone numbers. Great way to grow the database.
Engagement Benefits• Real Time Interaction via SMS mobile text.• Build crowd participation & interaction from
your audience.• People can text-to-screen questions,
contests, raffles, announcements, crowd-engaging promotions, etc.
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ENGAGE: SMS Marketing
MMS (Multimedia)
Extends the reach of 160 characters
MMS is the new standard in mobile messaging • Often gets 2 to 3 times the response
rate in comparison to standard text messaging alone.
Increased Direct Response RateBecause of its interactivity, MMS videos increase user interest and boost direct response rates from people that are tired of just seeing boring text. It's also the perfect way to showcase to your customers that your business is on top of the latest technologies.
Example: Nissan sends video to their techs to demonstrate a procedure
MMS Example: Real Estate
Text short code numbers to receive info like video tours, images, text, web links and
MMS Features
Images – Send images to lists; great for sending QR or bar codes
Video – Send short videos directly to your subscribers
Voice Broadcast – Send a voice message to registrants. Covers the ‘triad’ of messaging; text, email and voice.
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ENGAGE: SMS Marketing
Shuffle Responder
AUTOMATED random promotion generation
• Create 10 different promotional text messages for your business.
• Executes custom auto-responders via text and email that can further qualify the list.
• Create segmented lists based on responses.
• Control response delivery.
Case Study: Restaurant
A restaurant signs up to use the automated Shuffle Responder for an upcoming promotion. Table tents and/or other in-store signage direct customers to text "Specials" to 00000 to receive our daily specials. Customers can easily opt into the program by texting the keyword at their tables. Customers receive a special text message from the pool of different auto responders. When customers text the same keyword again ("Specials" to 00000), they will receive a different promotional message (the shuffle responder) until the pool of auto responses have been exhausted.
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ENGAGE: SMS Marketing
QR Codes
A Quick Response Code is a two-dimensional barcode that can be scanned by a smart phone's camera to transfer important information back to the phone. • List enrollment: Automatically composes a
text message with your keyword and short code so that all people need to do is press SEND to join your mobile list.
• Scan a QR Code and automatically link to a webpage of your choice for more info about your product.
• An automated text message can be sent back to them with a special coupon or offer, and you automatically store their mobile numbers in your database so that you can text them later.
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ENGAGE: SMS Marketing
Loyalty Program BETA
Reward users for program participation • Businesses just define a reward and then
select the amount of points that customers must accumulate before being able to redeem their prize.
• Consumers can either scan a QR code or text in a mobile keyword, which the business approves in real-time upon each in-store visit or purchase.
• This extra step protects the business against people who might try to use the system to fraudulently add points.
• When customers accumulate enough valid points to reach their rewards goal, they are sent an automatic text message to confirm that they can redeem their prize.
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ENGAGE: SMS Marketing
SUCCESS STORIES
Well known industry successes with SMS Marketing
Marriott Hotels contributed 1.2 million in bookings to SMS in one quarter, 1/3 were redeemed the same day.
Dunkin Donuts used a text campaign to increase sales by 9% through short messaging and coupons
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MOBILE WEBSITESA new way to see things
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Mobile Websites
You need to consider…
7% of total Internet traffic comes from mobile devices; mcommerce is growing to $119 Billion by 2015
eBay expects customers to buy and sell $8 billion of merchandise in 2012
PayPal expects to see $7 billion in mobile payment volume in 2012
Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.
Local mobile ad spend will grow from US$404 million to $2.8 billion
How?
A mobile version of your website is critical for integrating into your mobile marketing program
Can be custom-built; but should focus on the core pages if not the entire site
Track analytics on your mobile site to see traffic and conversion rates
Services like Google’sGOMO website offergreat insights into how to Go Mobile
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EMAIL SMSA perfect match
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1-2 Punch
SMS / Text Messaging programs are the next best way to get messages
immediately into the hands of your customers.
Nothing can deliver a quick message more efficiently.
Combined with your Email Marketing program it’s knockout a 1-2 punch.
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Email is the Spark… SMS is the flame
Light up an integrated program
It’s all about the VALUE; why join?
An SMS program can deliver rewards and incentives instantly in the hands of customers
Email and social are the core… SMS can be an instant, exclusive reward
However, mail has a lesser-decay rate… meaning folks tend to save email messages as bookmarks and reminders
Capture cellphone numbers where you capture emails AND through keywords, QR codes and webpage sign-up links
Your first campaign…
Start with an email to your email list to encourage SMS signups; announce it as a new program with a link to the sign-up page or keyword opt-in
Announce the Terms of the program; how often will you send texts?
Then, activate an instant coupon for redemption; send an email confirmation too.
Begin your program with a bang of a promotion or reward; send also through email, FB, and Twitter
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All-in-One SMS Mobile Marketing
Overview
Thanks!
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www.SimplifiedSMS.com
@iBestPractices
http://www.linkedin.com/in/tomcasale
WebMarketingCaseStudies.com
Case Studies
Tom Casale, Managing Partner
312-846-7669 x1001