Transcript
Page 1: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

©2013 eMarketer Inc.

Catherine Boyle

Senior Analyst

Sponsored by:

A U G U S T 8, 2 0 1 3

Mobile Messaging Trends—

Tapping into SMS, Mobile Email and Push Notifications

Page 2: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

©2013 eMarketer Inc.

Ground we’ll cover today:

� Consumer use of mobile messaging channels

� Messaging types used by marketers

� Effectiveness of mobile messaging campaigns

� How multiple mobile messaging channels are being used together to achieve brand objectives

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©2013 eMarketer Inc.

� SMS: A 160-character text message sent via Short Message Service

� MMS: Recorded audio, a still image or a short video sent via Multimedia Messaging Service

� Mobile Email: A email message sent or received through a mobile device

� IM/Chat: An instant message sent via a native app

� Push Notifications: A message sent from a native app to the home screen or lock screen on a mobile device

Twitter – #eMwebinar

A quick review of definitions

Page 4: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

©2013 eMarketer Inc.Twitter – #eMwebinar

A consumer with a smartphone or tablet holds multiple channels in one hand

Chat MMS

Email PushSMS

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©2013 eMarketer Inc.

Consumer use of mobile messaging channels

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©2013 eMarketer Inc.

Exchanging messages is a reflexive behavior among most mobile users

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Nearly a third of mobile users worldwide checked text messages first thing every morning; a quarter checked email

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The number of mobile messages sent worldwide will nearly double between 2012 and 2017

This is due primarily to the increased use of over-the-top (OTT) messaging apps

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©2013 eMarketer Inc.

While texts are still popular, US SMS volume declined for the first time in 2012

MMS volume grew 40% year over year in 2012

Consumers’ channel preferences are changing as smart device adoption increases

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©2013 eMarketer Inc.

Internet users’ propensity to take and send pictures with their mobile phone is one factor driving up usage of MMS in the US

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©2013 eMarketer Inc.

As for email, more consumers check email via mobile than via desktop or webmail

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©2013 eMarketer Inc.

IM/chat apps are growing more popular, but use is relatively low (8% of US adults)

Android users are more likely to have the apps, but iOS users access them more

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©2013 eMarketer Inc.

No single IM/chat app has yet to win over a significant number of US iPhone users

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©2013 eMarketer Inc.

Marketing via mobile messaging channels

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Mobile email is more widely used by marketers compared to SMS/MMS and push notifications

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©2013 eMarketer Inc.

Email marketing campaigns in the US

are nearing a mobile tipping point: 41%

of marketing email opens

in H2 2012 were via a mobile device

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©2013 eMarketer Inc.

Still, many marketers are not optimizing email messages for mobile viewing

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©2013 eMarketer Inc.

In turn, metrics for mobile email have been lower than desktop norms

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Testing a mobile-optimized email template pays off for Deckers

Results:

� 9% increase in mobile opens

� 10% increase in clickthrough rates

Deckers tested a new email template for its Tsubo brand of shoes. The template used responsive design techniques.

Photo and data source : Litmus, “Responsive Email Testing Yields 10% Higher Click Rate for Deckers,” March 2013

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SMS and MMS

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When it comes to SMS, marketers cite ‘immediacy’ as the channel’s top benefit

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A key to gauging the effectiveness of SMS and MMS lies in the call to action used

� Embedding URLs in SMS/MMS messages allows marketers to more accurately monitor response rates. Without embedded URLs, marketers typically turn to more costly response tactics, such as voice calls or coupon redemption, to measure success.

� To drive visits to a physical location, a call to action that is relevant to the recipients’ current location is effective. Aggregated results from location-based text programs managed by Placecast between 2009 and 2012 showed, on average, 73% of participants visited a retail location after receiving a location-aware text message, and 61% made a purchase.

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©2013 eMarketer Inc.

Starbucks’ SMS/MMS campaign included an embedded URL to track results

Photo credit: Zach Zimmerman, ePrize.com

Starbucks used SMS and MMS to quickly engage customers who had previously opted in to receive promotions via SMS

Engagement: A trivia question with prize opportunity sent via SMS triggered response.

Device/OS Detection:

Responses allowed Starbucks to detect the device type and operating system.

Call To Action: An MMS tailored to the device and OS was sent with a happy-hour invite and embedded URL to measure engagement.

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A location-based SMS program increases foot traffic and sales for Kiehl’s

Kiehl’s Alerts are geotargeted texts sent on an opt-inbasis to customers within close proximity of a Kiehl’s store

Results of six-month pilot program:

� 62% of recipients visited a Kiehl’s retail store

� 75% of recipients made a purchase

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©2013 eMarketer Inc.

Other metrics come into play when measuring the effectiveness of SMS/MMS

“Basic marketing measurement metrics such as ROI [return on investment] are important, but there are ancillary objectives that are also vitally important.

For example, it might be a strategic priority to build an opted-in database if a brand does not already have one, in which case the pure marketing ROI becomes secondary to the strategic criteria.”

—Michael Levinsohn, executive chairman, CEO and founder of Archer

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Push Notifications

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Push notifications have a positive effect on app retention

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shopkick users are highly responsive to push notifications

Aggregated Results:

� Push open rate ranges between 60% and 70%

� On the day a push notification is sent, shopkick typically sees a 100% increase in app launches

Shopkick uses push notifications to share important news with its user base and to alert shoppers when they are within the vicinity of a retail store where they can earn “kicks” (reward points).

Twitter – #eMwebinar

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©2013 eMarketer Inc.

Marketers also use push to deliver time-sensitive news and mobile-specific offers

“We can notify our customers right away if there’s a delay or any change to a flight.”—Maryssa Miller, director of digital commerce at JetBlue Airways

“Push notifications are a great tool for us to deliver messages that are specific to our mobile-only clients, such as highlighting a Sephora iPhone case offer.” —Bridget Dolan,vice president of interactive at Sephora

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Pacing push notifications is more an art than a science—but is very important

“Push notifications are our most effective mobile-specific messaging strategy, but it’s extremely important to use discretion. … There is such a thing as oversaturation, so we try to keep our push notifications contextually relevant and timely.” —Gabriella Buerman, mobile marketing manager at Rue La La

“You want to push enough that the customer remembers you exist and sees value in the pushes when you send them. The frequency is based on the nature of the value proposition you’re bringing to the consumer.”—Josh Schiffman, senior vice president of strategy and operations at Xtify

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Are brands rolling it all together?

SMS MMS

Email Push

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©2013 eMarketer Inc.

Brands are finding powerful cross-channel synergies exist with mobile messaging

� Cosmetics retailer Sephora has found push notifications sent to its app users effectively reinforce messages sent previously via email.

� For CVS, email is an effective channel for reminding customers that the refill date on a prescription is approaching, and texts let the brand alert people immediately when a refill is ready for pickup.

� And while some industry experts argue push notifications will be the death of SMS, flash-sales site Rue La La uses both channels to achieve different objectives—push notifications to drive immediate sales and SMS to acquire new customers.

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But, best practices for mobile messaging are mostly channel-specific

“The mix [of channels] is going to be dependent on the specific brand and the relationship that brand has with the consumer. … What marketers need to learn is how to avoid being interruptive, and instead influence by adding value and utility [across channels].”

The opportunity for success lies in enabling customers to tailor messages to their preferences and building a one-to-one, brand-to-consumer messaging plan.

—Michael Becker, managing director, North America, for the Mobile Marketing Association (MMA)

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©2013 eMarketer Inc.

Five Takeaways:

1. Consumer reliance on mobile messaging services is escalating and channel preferences are evolving as technology improves.

2. SMS messages comprise the largest share of messages sent worldwide, and this is not likely to change over the next three years.

3. Yet, the growth of mobile messaging is fueled primarily by the growth of over-the-top IM/chat apps.

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©2013 eMarketer Inc.

Five Takeaways:

4. Marketers rely most heavily on mobile email but SMS/MMS and, increasingly, push notifications are used to generate immediate action.

5. Through experimentation, marketers are creating synergies between channels.

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EMAIL

DATA &ANALYTICS

PLATFORM

MARKETING AUTOMATION

MOBILE SOCIAL WEB

* Products available standalone or integrated through the Interactive Marketing Hub.

INTERACTIVEMARKETING

HUB

EMAIL

DATA &ANALYTICSMARKETING AUTOMATION

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Page 37: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

The Connected Consumer

Single Point of

Interaction

ERP

CRMConsumer A

Consumer A

Page 38: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

Mobile

Super Bowl Host Committee

Goals

• Provide Super Bowl guests with information for restaurants, parking, etc.

• Enable SMS as an additional channel for emergency situations

Solution

• Marketing materials encouraged Super Bowl attendees to opt-in to Host

Committee SMS communications

• Subscribers received daily, real-time updates on parking, transportation,

weather, entertainment, special events, and more

Results

• 2,500+ subscribers

• 130,000+ scheduled alerts delivered

• 6,000+ real-time updates delivered in response to mobile request

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Goals

• Reduce customer service center costs

• Provide passengers with immediate access to arrival times

Solution

• Passengers could retrieve scheduled arrival times for a designated bus

stop via SMS

• Supported by printed ads/promotional materials

Results

• Cost-effective alternative to customer service center (SMS costs @

$0.10/msg vs. $2/call)

• Decrease in number of customer service calls by 40%

Orange County Transportation Authority

Mobile

Page 40: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

• Visit www.ExactTarget.com/mobile

• Download Mobile specific content

• See industry events ExactTarget is

sponsoring

• Request a demo

• Contact us with questions or comments

866.362.4538

Mobile

Page 41: eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

©2013 eMarketer Inc.

Q&A Session

Mobile Messaging Trends—Tapping into SMS,

Mobile Email and Push

Sponsored by:

ExactTarget

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Catherine Boyle

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

� Mobile Messaging Trends: Tapping into SMS, Mobile Email and Push Notifications

� Worldwide Mobile Phone Users: 2013 Forecast and Comparative Estimates

� Email Benchmarks: Key Metrics and Trends for 2013

� Key Digital Trends for Midyear 2013: The Fragmentation of Mobile

� Responsive Design: A Solution for Publishers, a Question for Advertisers

To learn more: www.emarketer.com/products

800-405-0844 or [email protected]


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