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STYLE Deals: Happy Birthday, John! Here’s 50% off everything in-store, on us: http://vbs.cm/41XsO
Powering mobile relationships and ROI with SMS, MMS, Push & Mobile
Wallet Notifications
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TABLE OF CONTENTSExecutive Summary ..................................................................................3
Defining Mobile Messaging .......................................................................5
Mobile Messaging Channel Considerations ................................................6
Mobile Messaging Consumer Data & Trends ..............................................7
SMS – Overview .....................................................................................11
MMS – Overview .....................................................................................14
Push – Overview .....................................................................................17
Mobile Wallet Notifications – Overview ....................................................22
Bringing It All Together ............................................................................25
Mobile Messaging Platform .....................................................................27
Conclusion .............................................................................................33
Before you dive in, text MMGUIDE to 84237 for key
highlights of this report!
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EXECUTIVE SUMMARYThere has never been a better – or more important – time to engage your customers via mobile messaging. Consumers have collectively made the shift to thinking (and engaging) mobile-first. As a result, mobile phones have emerged as consumers’ go-to devices for connecting to the world around them – this includes researching, shopping and communicating with their favorite brands.
This market and consumer shift introduces a variety of engagement channels for marketers. From SMS and MMS to Push and Mobile Wallet notifications, marketers now have unlimited opportunities to acquire and strengthen mobile customer relationships. But this opportunity does not come without challenges.
Marketers looking to build 1-1 mobile relationships must address and plan for channel balance, customer preferences and messaging context in order to drive business value out of mobile messaging. This means marketers need to not only thoroughly understand each individual messaging channel – they need to understand how those channels coexist, and how to successfully orchestrate a messaging strategy across multiple mobile channels.
Leverage this report to understand the data, channels and use cases powering the mobile messaging opportunity. Become an expert, enroll others and create a mobile messaging strategy that’s right for your company.
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M O B I L E M E S S A G I N G B U S I N E S S O U T C O M E S
DRIV ING RESULTSThe world’s most recognizable brands and
retailers are leveraging mobile messaging to drive engagement and ROI results such as these:
A leading retailer found that their average mobile subscriber spends
$322 per year more than their average not-opted in customer,
demonstrating mobile messaging’s ability to drive in-store traffic
and sales.
A leading retailer added 300,000 subscribers to their mobile
database over one weekend – and is seeing upwards of
$18 million in annual mobile attributed revenue from their
now one million-strong subscriber database.
A leading brand’s one million subscribers are generating
$18.5 million in mobile attributed revenue, surpassing their previous
year’s mobile revenue total just eight months into the year.
$18.5MILLION
$322MORE PER YEAR
$18MILLION
DEFIN
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DEFINING MOBILE MESSAGINGMobile messaging can hold a variety of definitions for both consumers and companies. At Vibes, we consider mobile messaging to be content delivered to consumers through four foundational channels: SMS, MMS, Push and Mobile Wallet leveraging Apple Wallet & Android Pay.
SMS
Content delivered or sent directly to or from a customer’s mobile device. Contains text and links.
MMS
Content delivered or sent directly to or from a consumer’s mobile device. Includes visuals, audio & video.
PUSH
Content delivered directly to a consumer’s app, leveraging the app’s native messaging functionality. Includes text, visuals, audio & video.
MOBILE WALLET
Content delivered directly to a consumer’s Apple Wallet & Android Pay app, leveraging the apps’ native messaging functionalities. Includes text only.
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C H A N N E L C O N S I D E R A T I O N SWhile all four channels are key to mobile marketing success, SMS & MMS, Push and Wallet notifications are individually unique. These mobile messaging channels each have their own considerations, optimal use cases and audiences. For marketers looking to make mobile messaging a core element of their strategy, it is important to think holistically about your messaging strategy – while being mindful of the key details that make each messaging channel distinct.
PREREQUISITESMust take action to opt in. Reply “Y” to confirm
REACHBroad reach across all phone types
OTHER CONSIDERATIONS• Limit: 160 characters
• Time-sensitive/guaranteed delivery ideal for SMS
• Messaging that links to offers for in-store redemption
SMS
PREREQUISITESMust download smartphone app and enable Push
REACHUsers who have downloaded your app, across operating
systems and device types
OTHER CONSIDERATIONS• Max for iOS: 256 characters, 80 for display on lock
screen, Android: unlimited, but short messages
recommended
• Drive app usage and engagement with marketing,
service or informational messaging
PUSH
PREREQUISITESMust take action to opt in. Reply “Y” to confirm
REACHBroad reach across all phone types (Phones that accept
SMS are MMS compatible)
OTHER CONSIDERATIONS• Limit: Varies, approx.1MB, some may not be able to
receive MMS from a shortcode on a regional carrier
• Primary delivery channel for rich media
• Conversions 30-50% greater than SMS
MMS
PREREQUISITESMust take action to save content to Apple Wallet or
Android Pay
REACHBroad reach across virtually all smartphones:
• Apple Wallet pre-installed on iPhones
• Android Pay pre-installed on Android devices
OTHER CONSIDERATIONS• Limit: ~88 straight-to-wallet notifications, ~33
characters for location prompts
• Location-aware or time-sensitive notification triggers
• Dynamically updateable once saved
MOBILE WALLET
DATA &
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THIS SECTION WILL HELP YOU:
• Grow your mobile subject
matter expertise
• Better understand your
customers’ mobile habits
and preferences
• Inform your mobile strategy
based on consumer-preferred
tactics and offerings
DATA & TRENDSAs consumer mobile adoption soars, we continue to receive a variety of questions from our customers looking to better understand their customers’ mobile preferences – specifically around mobile messaging. Reference this section to explore the data, emerging trends and strong preferences held by consumers as pertains to opting-in, mobile messaging types and the impact these strategies have on the consumer experience.
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M O B I L E M A R K E T I N G M E S S A G I N GOne of mobile messaging’s key success indicators is its ability to grow a mobile database. For many brands and retailers, the mobile database is the true ‘workhorse’ of their mobile marketing strategy. The database acts as a consistent communication vehicle for delivering exclusive news, updates, alerts and offers directly to consumers’ smartphones.
Furthermore, mobile databases have been proven to drive significant ROI and revenue for marketers. Several clients in Vibes’ Business Outcomes case studies library routinely drive upwards of $15 million per year in mobile-attributed revenue, thanks to mobile marketing messaging.
R E A S O N S T O S U B S C R I B E T O B R A N D / C O M P A N YIncentives or coupons (55%) top the list of reasons to engage with a brand via email/text/social media
55%Incentives or coupons (i.e.,
special sale promotions and deals)
52%Loyalty –rewards points
26%Exclusive content (i.e., sneak peeks of new
products or deals, etc.)
25%Product info & updates (i.e., notifications when new products will hit
stores, etc.)
19%Store news & events (i.e.,
information about new store locations, special
events being held at select stores, etc.)
25%Not applicable — I don’t
subscribe to any
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Receiving incentives, coupons and rewards points are the primary reasons consumers opt-in to mobile databases. And while consumers show a strong willingness to subscribe, they are sensitive to over-communication and messaging that isn’t personalized
R E P O R T & D A T A A V A I L A B L E ! Arm yourself with the latest mobile consumer trends, preferences and data across mobile messaging, along with mobile wallet offers, loyalty and advertising. Grow your mobile subject matter expertise, better understand your customers’ mobile habits and optimize your mobile strategy with the 2016 Mobile Consumer Study:
www.vibes.com/2016mcr
or contextual to them. This is why it’s important to leverage data such as time, location, preferences and purchase history to ensure each message you send is relevant enough to keep subscribers engaged, satisfied and opted-in.
R E A S O N S T O U N S U B S C R I B E F R O M B R A N D / C O M P A N YToo many messages or updates (59%) is the most common reason selected for unsubscribing from a brand
59% 51% 41% 34% 20% 9% 13%Too many
messages or updates
The information wasn’t relevant to me (i.e., I live in Boston, sales in LA stores do not
matter to me)
Too few messages
I couldn’t personalize the
information i did receive (i.e., as a male, I only want alerts on male clothing)
The coupons or incentives
were not good enough
The messages were untimely (i.e., Receiving notice about
sales the day-of)
None of the above
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T R A N S A C T I O N A L , S E R V I C E - B A S E D M E S S A G I N G Most consumers (70%) prefer to receive functional, service-based messages on their mobile devices – such as their payment has been processed or their order has shipped. This is indicative of the trend that marketers, business users, analysts and even our own customers have taken note of – consumers are collectively making the shift to mobile, across all industries.
As a result, it comes as no surprise that an overwhelming majority of consumers (84%) state that service based messaging impacts their decision to choose one company over another. This illustrates the power mobile messaging has to serve as a key differentiator for consumers weighing which companies to give their business to over others.
R E P O R T & D A T A A V A I L A B L E ! We’ve received a variety of questions from our customers looking for the best way to approach service-based messaging. Learn more about the impact transactional messaging can have on your company and consumers. Download the 2016 Transactional Messaging Consumer report for the latest data, trends, insights and strategies you’ll need to capitalize on this new mobile opportunity: http://www.vibes.com/resources/transactional-messaging-consumer-report/
Absolutely no impact
Some impact
Significant impact, I would definitely switch to
16% 55%
29%
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PRIMARY CHANNEL USE CASE
• Build opt-in mobile database
of mobile subscribers
• Leverage mobile database
to deliver personalized,
contextually relevant content
such as offers, news and links
• Spans both marketing and
service content
SMS OVERVIEWSMS -- also known as text messaging -- is the de-facto way people interact today, with Americans sending out five times as many texts compared with the number of phone calls they make each day1. Given the comfort level consumers have with texting, it is only natural that brands and retailers would tap SMS as a key mobile messaging channel, and as the foundation that their mobile database is built on.
Text messages have the ability to be personalized, and often contain links driving to coupons, offers, websites and other experiences. But what really makes SMS powerful is its unparalleled reach. Virtually every phone in-market can receive SMS, and brands leveraging SMS successfully reach over 95% of their mobile audience, whether they have a smartphone or feature phone.
1) International Smartphone Mobility Report, Informate 2015
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CONSIDERATIONS• Today’s most common communication channel
• 97% read within three minutes of delivery
• Consumers sensitive to over-communication
• Virtually 100% reach and guaranteed delivery
TIPS• Segment your audience
• Personalize messaging with name, messaging
preferences and more
• Always take time into consideration before
messaging
• Keep it short, sweet and actionable (provide post-
click destinations when appropriate)
DO
• Business critical info/news/
updates
• Instant, actionable
information
• Link delivery (mWeb
destination, mobile wallet
content)
• Event/action-based
messaging
• Two-way communication
with customers
• User authentication
DON’T
• Lengthy messaging (160
max characters)
• Receipts/confirmation codes
(may be difficult to find/
reference later)
USING SMS
IDEAL CONTENT FOR
• Important, time sensitive messaging meant to be read upon delivery
• Informational messaging that’s concise:
Containing value-add content, reminders, alerts
• Personalized messaging that is time and location sensitive – context is
key to delivering messaging customers will find valuable
NOT IDEAL FOR
• Messages exceeding 160 characters
• Over-delivering non-critical messaging
• Customers likely to opt-out if over-messaged
There are several prerequisites and key considerations to take into account before engaging your audience via SMS. Reference this page for background, basics and context on SMS marketing.
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SMS USE CASES
The number of marketing and transactional use cases for SMS are virtually limitless. Reference this page for some of the most common in-market use cases driving results today.
OFFERS
STYLE Deals: Style up with 20% off everything in our new collection. http://vbs.cm/A0di2 Msg and data rates may apply. Txt STOP to cancel
BILLING
STYLE Billing: Your receipt from your recent purchase is now available here: http://vbs.cm/A0di2 Reply STOP 2quit
RELATIONSHIP BUILDING
STYLE Deals: Happy Birthday, John! Here’s 50% off everything in-store, on us: http://vbs.cm/41XsO
ALERTS
STYLE VIP: Get ready! Our exclusive 24-hour VIP sale begins tonight. 50% off everything in-store. Txt STOP to quit
SHIPPING
STYLE Shipping: Your recent order #12345 has just shipped and should arrive in 3 business days. Msg and data rates may apply; txt STOP 2quit; txt HELP 4info
3:45 PM
MESSAGE
CARRIER
Send
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PRIMARY CHANNEL USE CASE
• Add an interactive element
to your mobile database
engagement strategy
• Work alongside SMS to
drive new opt-ins and keep
subscribers engaged with
videos, images, offers, GIFs
and more
• Spans both marketing and
service content
MMS OVERVIEWMMS has many of the same value-adds for marketers that SMS does. While standard SMS focuses on text-only communications, MMS focuses on delivering multimedia experiences to consumers that incorporate visuals, audio, video and more. Today, virtually any phone capable of receiving text messages is MMS-enabled too. This gives you the ability to capitalize on nearly 100% of the addressable mobile market with interactive messaging.
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CONSIDERATIONS• Among mobile’s most versatile, interactive
communication channels
• Includes: Text, address/calendar files, image (jpeg,
PDF), audio, motion graphics, video, dynamic video
• Similar performance metrics to SMS, through higher
cost per message
TIPS• Use a mix of SMS and MMS when messaging
customers
• Create unique content for MMS, don’t rely on
repurposing existing content
• Leverage customer data to personalize MMS
content
DO
• Deliver pictures, video,
mobile wallet content directly
to customers
• Set up CTAs customers
can text into to ‘mobilize’
interactive experiences to
influence behavior
• Activate print media with
SMS or QR code CTAs to
bring ads to life and direct
customers to interactive
content
DON’T
• Overcommunicate
• Deliver messages better
served through other
channels
USING MMS
IDEAL CONTENT FOR
• Delivering pictures, video, mobile wallet content and virtually any other
type of interactive content
• Activating text-in CTAs that enhance the in-store or in-venue
customer experience
• Activating print media with mobile CTAs
NOT IDEAL FOR
• Delivering mission-critical messaging
• Delivering information better served through a mobile web experience
There are several prerequisites and key considerations to take into account before engaging your audience via MMS. Reference this page for background, basics and context on MMS marketing.
1616
MMS USE CASES
There are a variety of interactive inbound and outbound MMS use cases for marketers and brands. Reference this page for some of the most common in-market use cases being used to drive results today.
I N B O U N DCustomer sends product imagery to brand
O U T B O U N DVideo product preview and showcase M
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3:45 PM
MESSAGE
CARRIER
Send
Hey Style, do you have these jeans in a size 32? The STYLE Boot Cut
3:45 PM
MESSAGE
CARRIER
Send
PUSH
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PRIMARY CHANNEL USE CASE
• Engage customer segment
who have download
mobile app
• Re-engage users who haven’t
opened app recently
• Personalize Push notifications
and include news, updates
and deep link into specific
app pages
• Spans both marketing and
service messaging
PUSH OVERVIEWPush notifications to the app are one of mobile’s most versatile communication channels. Consider it your direct line of communication to one of mobile’s most valuable customer segments – your app users. There is no doubt that Push is a mobile channel on the rise. The app ecosystem continues to grow, and at present well over half of users enable Push on their mobile phones.
Perhaps more than any other mobile channel, what makes Push unique is the variety of forms it can take. From Simple and Rich Push to lock screen notifications and app badging, both brands and consumers have their say in how these messages are delivered by the brand and how they are received on consumers’ smartphones. This makes Push one of the most powerful mobile messaging channels at your disposal.
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PUSH
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CONSIDERATIONS• The default communication method for apps
• Can appear on recipients’ lock-screen or within
notification center
• Can be less intrusive when delivered directly to
app inbox
• Limited reach, only to those with your app
TIPS• Keep messaging simple and brief
• Strong CTAs increase user engagement
• Present preference center options to deliver right
content to users
• Lifecycle messaging is critical to keeping
consumers engaged
• Do not over-send
DO
• News or information that
drives people in-app to
engage or perform a task
• Time-sensitive information or
important alerts
• Exclusive offers, surveys and
relationship building content
• Messaging that can benefit
from user location
DON’T
Delivering information recipients
will need to access later
• Messages can disappear
after being swiped if no
message center is set up
Delivering private or sensitive
information directly to customers’
lock-screens
• Info better served as a
Direct-to-Inbox Push
USING PUSH
VARIOUS PUSH NOTIFICATION TYPES
SIMPLE
Send basic text Push notifications to your audience
RICH
Send notifications to your audience that directs them to rich content
DIRECT-TO-INBOX
Deliver rich content to your audience without a notification
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1 56Friday, June 12
StyleHappy Birthday! Here’s 50% off everything, on us
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CARRIER
PUSH
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SIMPLE PUSHSIMPLE, POWERFUL CUSTOMER ENGAGEMENT
IDEAL FOR
• Important messaging meant to be read
upon delivery
• Informational messaging that’s concise:
Containing value-add content, reminders, alerts
• Personalized messaging that is time and
location sensitive – context is key to delivering
messaging customers will find valuable
• Driving app engagement based on
lifecycle usage
NOT IDEAL FOR
• Messaging better served in a format other
than text: images, audio, video
• Long notifications that will clutter consumers’
lock-screens
• Messaging containing sensitive info recipients
would rather keep private
• Over-delivering non-critical messaging:
Customers likely to turn off Push if lock-screen
is over-messaged
SERVICE
LIFECYCLE
RELATIONSHIP BUILDING
A lot has changed since you were last in the STYLE app — check out what’s new!
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Your statement is now available online
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PUSH
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StyleDon’t forget to watch the big game!Sponsored by Style
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RICH PUSHVIVID, DYNAMIC CUSTOMER ENGAGEMENT
IDEAL FOR
• Interactive, branded experiences
• Engagements deeper than a simple notification
• Web landing pages, videos, images, surveys
and more
• Offers and coupons that users can find and
reference in the message center
• Delivery: Push notification drives users to the
in-app content
NOT IDEAL FOR
• Messaging better saved in a text-only format
• I.e. alerts, transactional/triggered
notifications
• In-app content or experiences that do not give
customers anything to react to.
RICH PUSH CONTENT INSPIRATION
SPONSORSHIPIn-app landing pages with exclusive interactive content
3:45 PMCARRIER
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PUSH
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DIRECT-TO-INBOXSUBTLE PUSH, DELIGHTFUL CUSTOMER ENGAGEMENT
IDEAL FOR
• ‘Surprise and delight’ messaging and
experiences that drive people in-app to rich
content
• Messaging that does not need to be read
immediately upon delivery, and does not require
you to interrupt your customers
• Messaging containing private or sensitive info
customers may not want appearing on their
lock-screen
NOT IDEAL FOR
• Critical messaging that you would want
customers to read upon delivery
• Weather, claims, maintenance alerts, etc…
• Time or location sensitive messaging or rich
experiences that you would want to immediately
alert customers to
DIRECT-TO-INBOX USES CASES
Opportunities to leverage Direct-to-Inbox push
CARRIER
Find Store Shop Now
3:45 PMCARRIER
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PRIMARY CHANNEL USE CASE
• Notifications serve as go-to
strategy for communicating
with customers who have
saved branded content to
Apple Wallet & Android Pay
• Notifications include offer
expiration reminders and
loyalty point balance updates
• Spans both marketing and
service messaging
MOBILE WALLET NOTIF ICATIONS OVERVIEWApple and Google forever changed the mobile marketing landscape when they launched their mobile wallet apps. Now called Apple Wallet & Android Pay, these apps mobilize consumers’ offers, coupons, loyalty cards, tickets and more. But for marketers, the ability to have their branded content stored in consumers’ mobile wallets is just the beginning.
The emergence of Apple Wallet & Android Pay also introduced built-in functionality that allows marketers to message customers through saved mobile wallet content to drive offer redemptions and dynamically update content. These notifications have a look and feel similar to Simple Push and help keep your brand top of mind – and of wallet with your consumers.
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CONSIDERATIONS• Mobile’s emerging communication channel
• Notifications can be triggered by both time and
location
• Different, yet similar customer experiences for
Apple’s Wallet & Android Pay
• Drive traffic, sales and offer redemptions
• Update offers in real-time
TIPS• Geo-tag Apple Wallet & Android Pay content with
locations relevant to customers
• Deliver notifications when dynamically updating
Apple Wallet & Android Pay content
• Activate SMS, MMS, Emails and offline marketing
touch points with ‘Save to Wallet’ functionality to
drive engagement, installs
DO
• Driving engagement back
into mobile wallet (Apple
Wallet or Android Pay)
• Timely, automated
notifications when customers
in close proximity to location
• Quick, ‘punchy’ messaging
(42 characters max)
DON’T
• Post-click experience
delivery
• Receipts/confirmation codes
(may be difficult to find/
reference later)
USING MOBILE WALLET NOTIF ICATIONS
IDEAL CONTENT FOR
• Messaging meant to drive action (in-store visits, redemptions
and more)
• Reminder notifications to keep consumers aware of the content in
their mobile wallets
• Quick, location-triggered prompts to notify consumers when they are
within close proximity to a store location
NOT IDEAL FOR
• Lengthier messaging that requires more than 40 characters
• Messaging containing sensitive information consumers would not want
appearing on the lock-screen
• Messaging that would be better delivered through an interactive
format like video, audio or imagery
There are several prerequisites and key considerations to take into account before engaging your audience via Mobile Wallet Notifications. Reference this page for background, basics and context on messaging to mobile wallets.
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1 56Friday, June 12
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MOBILE WALLET NOTIF ICATION USE CASES
Leverage mobile wallet notifications for a variety of use cases, including offer reminders, loyalty messaging and more. Reference this page for some of the most common in-market use cases being used to drive results today.
LOYALTY MESSAGING TO PROGRAM MEMBERS
DRIVE CUSTOMERS IN-STORE WHEN NEARBY STORE LOCATION
UPDATE PERPETUAL OFFER ON SMARTPHONES
500 loyalty points available!
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Come in and shop!
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“HOW DO WE BRING IT ALL TOGETHER?”
Is asked by many brands, retailers
and companies alike. In our
experience, creating a holistic
mobile messaging strategy boils
down to three core questions
marketers must answer:
1) What is our messaging mission?
2) What content works best and fits
with our brand?
3) Which customers do we want
to engage, do we have the right
data available?
BRINGING IT ALL TOGETHER
There is no shortage of brands and retailers leveraging mobile messaging to engage their customers. SMS & MMS, Push and Mobile Wallet messaging are commonly found in marketing and consumer-facing programs across a variety of industries. However, while well-executed orchestration of these messaging channels is still rare, this is rapidly changing.
Today’s mobile consumers expect to be engaged at the right place, at the right time – and through their messaging channel of choice. This means that for marketers, having the ability to communicate (and communicate well) across SMS & MMS, Push and Mobile Wallet is critical to the growth of the mobile arm of their businesses.
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B R I N G I N G M E S S A G I N G T O G E T H E R
1 WHAT IS OUR MESSAGING MISSION?
Before launching a mobile messaging strategy, marketers and their mobile partner must define the reasoning – the why – for messaging their customers in the first place. We at Vibes have identified five core ‘missions’ for brands and retailers looking to engage their customers through mobile messaging:
• Acquire more customers
• Increase frequency and basket size
• Streamline business operations
• Drive loyalty
• Increase conversion & app downloads
Based on your organization’s goals, your mobile partner should work with you to create a strategy that taps the appropriate mobile channels to achieve those goals. And perhaps more importantly, help you prove to your organization that you achieved them, too.
3 WHICH CUSTOMERS DO WE WANT TO
ENGAGE, DO WE HAVE THE RIGHT DATA AVAILABLE? Once your messaging purpose and content have been defined, the final step in launching a mobile messaging strategy involves tapping the right databases for delivery. The most common systems and databases our clients leverage for engagement include:
• CRM
• Loyalty
Your mobile partner should act as your go-to resource in this area. Vibes’ approach is to guide you through strategy, integration and delivery planning that goes into leveraging databases and business intelligence to execute on a mobile messaging strategy. A true mobile partner will understand how to use your business insights to inform message personalization. This includes enhancing mobile messages with customer names and loyalty IDs – and delivering messaging through your customers’ preferred mobile channels.
2 WHAT CONTENT WORKS BEST?Once you have defined
your mobile messaging mission, an important next step is to identify the content and messaging you will be sending out to your mobile customers. This involves working closely with your mobile partner to:
• Define your brand’s ‘voice’ in mobile
• Create a content calendar
• Craft the actual messages that will be delivered to customers
Based on your goals, your mobile partner should be able to work with you to create a content calendar that ties into important dates and times for your company. They should also feel comfortable crafting messaging that aligns to your brand’s consumer-facing voice. Each message your mobile partner delivers to your customers must look and feel like it is coming directly from your brand – because to your customers, it is.
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USE THIS SECTION TO...
Explore the various roles Catapult
plays in helping our mobile
marketing clients build and launch
mobile messaging campaigns
across virtually any mobile
messaging channel.
• Create
• Personalize
• Orchestrate
• Deliver
• Optimize
MOBILE MESSAGING PLATFORMGiven the personal, intimate nature of mobile messaging, leveraging a technology platform is vital to the marketers, brands and retailers alike looking to manage mobile relationships at scale. This is where Vibes’ Catapult platform comes in. Catapult’s mobile messaging capabilities span all mobile channels, and are built on a legacy of best practices and expertise that span nearly two decades.
As a result, Catapult is the go-to mobile relationship management platform for some of the world’s biggest brands. These brands use Catapult to create, personalize, distribute, report and optimize their mobile messaging engagement programs, all through an easy-to-use interface that saves time and resources.
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CREATEPACKAGED, EASY-TO-USE TEMPLATES AND PROGRAMS ACROSS ALL MESSAGING CHANNELS
The first step to any mobile messaging program is creating a new campaign, setting your time/duration and audience parameters, and creating message content. These are all basic, fundamental mobile messaging program creation steps that should be available in your platform’s UI and made easy for you to access. This involves choosing your campaign type, selecting the subscriber segment to engage (SMS shortcode, App users, etc.), and inputting critical details like keywords, message types, compliance (when applicable), message copy and more.
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PERSONALIZE & SEGMENTINCORPORATE CRM INTELLIGENCE INTO ANY PROGRAM
Personalizing mobile messaging campaigns at scale is a key feature you should look for in any mobile relationship management platform. Use in-platform tokens to enhance your mobile messages with unique identifiers such as customer name, loyalty ID number, birthdays, anniversaries and more. Furthermore, leverage integrated customer CRM data to segment your customers and target them with behavioral and preference specific messaging. This ensures you’re delivering the offers, news and other content that tie-in directly to each customers’ needs and interests, and has enabled our customers to drive millions in mobile attributed revenue from their mobile programs as a result.
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ORCHESTRATESELECT IDEAL CHANNELS FOR MESSAGE DELIVERY
Once you have created your mobile messaging programs and set personalization, targeting and segmentation parameters in place, your mobile platform – and team – should have the capabilities and expertise in place to leverage the right channel for your mobile messaging. Whether it’s a large-scale delivery to your opt-in SMS mobile database, or it’s smaller, time-triggered notifications to your mobile wallet customers – your platform and team should have the technical and strategic capabilities to ensure your messages are being delivered through the ideal mobile channels.
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DELIVERTIER 1 AGGREGATION AND HIGH-VOLUME MESSAGE DELIVERY BUILT-IN
Delivering enterprise-scale mobile messaging requires leveraging an enterprise-scale platform to guarantee message delivery is smooth, timely and ultimately successful. Tap a platform partner who is a Tier 1 Aggregator with connections to all major carriers, and who also has similar industrial-strength focus and capabilities around Push and mobile wallet distribution to ensure similarly guaranteed delivery across every mobile channel available in-platform, and virtually 100% uptime to ensure program stability and consumer satisfaction.
1 of 4
Tier 1 aggregators to all US carriers
#1 issuer
of Apple Wallet & Android Pay content in US
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OPTIMIZEMEASURE SUCCESS WITH IN-DEPTH REPORTING AND BENCHMARKS
Leverage a mobile relationship management platform that offers both a bird’s-eye-view your mobile marketing programs across all channels, while also providing you with the in-depth reports you’ll need to analyze and optimize your programs individually. It is here that good mobile marketing programs, become great mobile marketing programs. Benchmarks in-platform to give you reference point for what program success looks like, and engagement results to strive for.
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CONCLUSIONWith nearly two decades spent leading and innovating in this space, our experience tells us that mobile marketing is a foundational element to a brand’s strategy. Think of mobile messaging as your brand’s lifeline, a direct and secure communication strategy to an individual’s most personal device. Mobile messaging not only keeps your brand top of mind, but top of phone as well – which is key in reaching today’s mobile-first consumers.
With mobile marketing comes a variety of perceived challenges, however, marketers cannot afford to miss out on the opportunity to build mobile relationships with their customers. We have seen mobile
messaging’s ability to power brand engagement strategies and move the ROI needle in dramatic ways for organizations. While the mobile messaging business outcomes being achieved by our clients are powerful, they are not unique to their respective organizations. Realizing true mobile ROI is not an exclusive club, and we know from experience that this kind of success can be replicated for other brands – including yours.
Vibes would love to learn more about how we can help your brand find its mobile messaging voice. To learn more, reach out to us at [email protected] and visit us at vibes.com.
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