SMS Marketing Ideas

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March 26, 2015

Pace is Using SMS to Tell People When Their Bus is Arriving

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The speedy reliability of the text message has proven useful to all sorts of businesses. As a long term mobile marketing strategy, SMS messaging is capable of nurturing the loyalty of existing customers and winning over new leads, but it also happens to be the most effective method for issuing time sensitive messages.

Bus arrivals and departures information falls firmly into this latter category, a fact not lost on Pace, who have followed the example of countless bus companies around the country by establishing a text message service for riders. The Chicago-based company had, until recently, been relying solely on its online bus tracker to disseminate information, but gave in to high demand from customers for an SMS program similar to that offered by the Chicago Transit Authority (CTA).  

To use the service, riders must send a text message containing the word “Pace” followed by the relevant bus stop number. The bus tracker is available as both a pure text format (for people with feature phones) and a rich graphic version for smartphones, tablets and desktop computers.

A spokesperson from Pace said the firm had held off launching a text message service when CTA unveiled theirs. The success of CTA’s venture - and the increase in bus rider expectations it prompted -  convinced Pace that the “availability of real time information is a key source of customer satisfaction.” 

Pace makes no bones about directly following CTA’s lead, even using the same company to provide the service, and for a while considering joining the same contract. 

With a bus system that covers more than 25,000 stops and six counties, their reticence to undertake such a huge task is understandable. Even post-launch, Pace admits to having no timeline for completing the replacement of old signs with new signs featuring the shortcode and bus stop numbers. In the meantime, riders can access this information from the Pace website.

March 25, 2015

The Benefits of Adding MMS to your Mobile Marketing Campaign

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For companies that aren’t sure about how to integrate MMS into a mobile marketing campaign, the first step is to understand MMS capabilities then realize those through useful cases that haven proven effective in various enterprises. Taking a creative stance, positioning the right use of MMS in a marketing campaign is virtually limitless.  

First, let’s understand what Multimedia Message Service (MMS) allows an enterprise to do. An MMS message can send rich media content directly to mobile devices anytime, anywhere. It’s a powerful and effective tool that strengthens customer loyalty by keeping them informed with time sensitive information. An MMS message speaks consistently to branding throughout all marketing channels, with messages that are equipped to handle image, video, audio or mixed SMIL. It’s truly a 21st century marketing solution that engages customers via mobile device, which they are likely to have with them at all times.

 

MMS Use Cases 

MMS communication utilizes these capabilities to increase revenue by upselling customers with unique offers, special services and more. Recognizable applications of MMS are used by millions of people already in the form of useful services, like providing a boarding pass for a more efficient check-in at the airport. Financial institutions also provide useful applications by providing bank statements and security warnings. Further, important emergency alerts can be sent via MMS, warning users of dangerous weather or traffic. 

Now let’s consider the creative uses of MMS messaging to connect with customers. Shipment notifications would allow users to receive speedy information from a local shipment station. Customer service providers can communicate with customers by trouble shooting common problems and sending helpful video/audio messages. The result of providing this improved service would reduce the contact center costs. 

Wellness centers and pharmacies could continue a discussion with customers long after they leave the store by updating important medical information, providing healthy living tips or special offers on new products or services. What’s more, brick and mortar stores of every variety can more effectively engage customers by offering product information with QR codes placed on shelf locations. Once the code is scanned, a customer could watch a video featuring additional product information.  

MMS messaging works best when it provides useful information and services to the end user. The more a user increases their engagement with the message, the more likely the they are to build the kind of lasting brand relationships all enterprise should seek with their customer base and audience. 

March 24, 2015

Is MMS the Next Big Thing in Mobile Marketing?

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Mobile marketing has proven more viable than its email predecessor, as consumers become more detached from their email and clients like Gmail implement new sorting features. Today, mobile devices are in almost every hand and most already have the ability to read SMS and MMS messages—yet, one question remains: which one is better?

Short Message Service (SMS) works similarly to a regular text message in that it can be sent peer-to-peer or from a mobile service provider, and appears to the user in simple text. There’s a limit, however, of 160 characters and all click links require the use of data by the end user. The upside is that these messages are fast, reliable and less expensive than their multimedia counterpart.

Multimedia Message Service (MMS) allows the use of images, animated .GIF, or short video and audio clips. Thousands of characters can be fit in a single MMS message, which provides better branding opportunities and higher high consumer engagement—boasting a 15% average click-through-rate and increased campaign opt-ins by 20% over SMS. 

Both of these mobile marketing tactics increase ROI by creating a direct line of communication to the consumer, building brand awareness and loyalty literally from the palm of the user’s hand. But as Zach Zimmerman of ePrize, the mobile marketing team behind Starbucks’ promo success, pointes out, “MMS is a tactic, not a strategy.” 

While the seeming advantage of MMS is presented in beautiful images, video and sound, the use of this service can be a financial money-pit if paired with the wrong message, brand, product or campaign—a number of things that have to be considered on a case-by-case basis.  

One huge drawback to the allure of MMS is its inability to collect important space and tracking data, which is easily available through mobile web landing pages, assessable through a click link in basic SMS messages. Moreover, MMS is not enabled on all mobile devices—yet. 

Upgrades and increased sophistication of these mobile marketing tactics are already underway. Developing platforms will allow brands to reach any phone, anywhere, anytime, from the iPhone5S to the Lumia. These media marketing companies are pushing the mobile frontier, and with clients like Ikea, Kellogg, Bloomingdales, Starbucks and major TV networks buying what these companies are throwing down, it’s only a matter of time before answering the SMS vs. MMS question will need to be answered once and for all. 

 

 

March 20, 2015

Using Data to Improve Your Mobile Strategy

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Looking to enhance your mobile marketing strategy? Who isn’t these days? Thinking well beyond app downloads is the first step to fine-tuning your strategy, as a data-led, “moneyball” approach to mobile is a viable (and arguably the best) route to success. Check out a few moneyball indicators to help you rethink current mobile marketing strategies: 

 

Brand Reputation 

These days, mobile is the main source of interaction between you and your customers, so failing to treat it as such is not going to help pique consumer interest. Think about the overall perception of your apps, trending topics and wants in customer reviews, app reliability, and whether or not customers are using the app features you’ve designed. Gather this information and use it to craft a mobile-first marketing strategy. 

 

Competitive Intelligence

Knowing exactly where your brand falls on the competitive landscape is essential, as it helps you understand what is and is not working for you, and to make adjustments accordingly. Compare your brand to competitors in terms of mobile, especially in regards to marketing efforts, visibility, sentiment, and promotion. 

 

Customer Engagement 

The “holy grail” of mobile app engagement is the ability to give customers exactly what they want, when and where they want it. Today’s mobile analytics combined with intelligent marketing makes this possible, and studying the right KPIs is the best way to ensure proper engagement. KPIs include how different users engage the app, such as how often and how much time they actually spent on it. Also keep a close eye on push notification opt-outs, how often your users adhere to predefined conversion goals, and how many times the app is uninstalled. 

 

Mobile Moments

A fantastic mobile strategy goes beyond customer engagement, as the main point is monetizing “mobile moments.” Finding the balance between engagement and encouraging consumers to take action means using certain indicators to test marketing efforts, including whether customers are purchasing your products, if they’re becoming advocates of your brand, and whether they are currently part of your ongoing sales cycle. 

 

Investing

According to the Mobile Marketing Association, brands need to invest 25-30% of their marketing budget in mobile marketing if they truly want their brands to become household names. A strategic investment in mobile marketing is therefore necessary in order to ensure the aforementioned indicators happen. Invest wisely, use the above metrics, and take advantage of mobile moments, aka “game changers.” 

 

February 24, 2015

Mobile Marketing Benefits for Realtors

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Marketing ideas for realtors should always include text message marketing, as this channel provides a wealth of unique options for real estate professionals. Let’s check out a few SMS marketing ideas that you might add to your overall advertising strategy: 

 

Specific Property Listing Upon Request 

The ability to instantly send specific property information at any time is a huge asset to any real estate marketing strategy. Set it up so information goes out automatically or at your discretion, though keep in mind that sending texts early morning and late at night will likely irritate potential leads. 

 

Mass Text Messaging Campaigns

Text messaging makes it easy to launch mass campaigns from your own device using web-based software. Messaging and contact lists are available and ready for use whenever you are, something of vital importance if you’re an agent who’s constantly on the move. 

 

Lead Generation Streamlining 

Streamlining the lead generation process is yet another mobile marketing benefit for realtors. It not only allows you to spend less time and money attracting customers, but also makes it easy to engage new leads. 

 

Mobile Database Generation

Use text messaging to easily generate a mobile database of home buyers you can contact about new property listings in the future. Collecting SMS details makes keeping in touch with clients simple, and it’s an ideal way to obtain referrals. 

 

Money Saved

This real estate marketing strategy saves you money on printing costs and classified ads. Forget sending paper—texting is a very “green” practice in addition to being inexpensive. 

 

Appointment Reminders

The appointment reminder feature available through SMS is another benefit you’ll want to take full advantage of. Send clients and leads reminders concerning meetings and showings, as well as open houses. Doing so can rekindle interest in certain properties, and also demonstrates your professionalism and attention to detail. 

 

SMS Keywords and For Sale Signs 

Your For Sale sign should be working for you, right? List an SMS keyword on the sign so people can instantly text and receive an automated response when they drive by. Include your very best sales pitch, along with the best way to contact you. Potential leads sending texts to short codes also means they’ve opted into your marketing list for future contact. 

 

Multiple Agents, One Account 

Including multiple agents on one account makes certain everyone on your team is one the same page in terms of messaging and branding. While everyone can enjoy their own lists and permissions, the client receives content from a central location. This is extremely helpful if working at a large firm with dozens of agents. 

Text messaging is a fantastic platform for sending relevant information, latest listings, referral incentives, and a number of other important client engagement strategies for real estate professionals. If you haven’t already implemented SMS into your promotional strategy, it might just be time!

February 23, 2015

6 Ways to Improve Your Mobile Marketing Strategy

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In-app push notifications and geo-targeting messaging platforms may be popular mobile marketing tools, but text message marketing still wins out as the choice advertising vehicle for small businesses. If looking to infuse fresh blood into your text message marketing campaign, check out the following tips: 

 

1) Encourage Customer Interaction

Today’s consumers have come to expect regular engagement, both at home and on the move. Try promoting brand awareness by using text to interact with digital signs. For instance, customers might send texts to a shared short code to receive an immediate, positive experience, such as seeing their name emblazoned on a billboard. Because this strategy doesn’t require downloading apps, it’s a quick and effective means of piquing customer interest. 

 

2) Implement a Multi-Channel Strategy

Today’s brands focus on multi-channel marketing strategies that takes full advantage of how consumers look for and process information. Almost every cell phone currently in use is SMS-capable, and as such all marketing campaigns should feature an SMS call-to-action. For example, an email offer that includes a way for consumers to sign up for mobile coupons is an excellent idea. Using SMS as a way to enter a Facebook competition also works. 

 

3) Keep Content Timely & Relevant

Delivering timely, valuable, and exclusive content to consumers is key in SMS marketing success. Promote existing campaigns, current coupons and discounts, and anything else that’s relevant to the “here and now” and for the “VIP text list” only. 

 

4) Create Actionable Local Advertising Campaigns

Local advertising should include an SMS shared shortcode and keyword that feature special discounts or offers. An ideal way to generate responses and track offline marketing channel effectiveness, this strategy is a much more streamlined, effective option than providing a phone number or a website and waiting for customers to call or click. 

 

5) Offer In-Store Recommendations

Improving consumers’ in-store experiences via easy access to product information, recommendations, and special discounts through SMS is yet another way to enhance your mobile marketing strategy. For example, a specialty store featuring a keyword that when texted provides customers with access to a special coupon, discount, or product recommendation, is an ideal way to attract new customers while satisfying current ones. 

 

6) Take Advantage of Opt-In Loyalty Lists

It’s essential that retailers have mobile opt-in loyalty lists that operate on a national scale as well as in individual store locations. “Even relatively small lists can drive significant sales, because they keep the store top-of-mind with their best customers,” notes Adam Lavine of FunMobility. 

So there you have it: a few tips for streamlining your mobile marketing strategy, with text marketing at the top of the list. 

 

How to Write an Effective Marketing Text Message

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SMS messaging is the only messaging medium with a truly global reach. A text message won’t be junked into a spam folder, and 95% of them are opened and read within minutes of receipt. It’s not hard to see why mobile marketing campaign managers are so fond of SMS messaging. 

When devising a mobile marketing strategy, the inherent properties of a text message amounts to a head start - but only when you’re competing with businesses that lack a mobile strategy. As more and more industries latch on to the potential of SMS it becomes harder to make your message stand out from the crowd. To get started, follow these rules-of-thumb for an effective text marketing campaign:

Know Your Audience

To maximize the response rate for your SMS messaging campaign, first establish who you are targeting and adapt your language and call-to-action accordingly. This might mean dividing your contact list into different demographics and creating a different message for each group. 

Time it Right

Most people have their phone with them at all times. But that doesn’t mean all bets are off when it comes to timing your message. Studies have indicated that mid to late afternoon is the most effective time to send a message. If your business serves multiple time zones, remember to stagger the ‘send’ times  - a surefire way to alienate customers is to wake them up with a special offer at 3am!

Grab Their Attention

Even more than other kinds of marketing, the space limitations imposed on SMS messaging means you need to grab the attention of your audience quickly. Lead with the offer - the ‘thing of value’ - and remember they will see the first few words of your message as a preview before they open the text, so make them count.

Test that Text

This should go without saying, but sending a test message to your own phone - and those of employees and friends - will help you iron out any kinks. You can’t really judge the impact of a text message until you see how it will appear to the recipient. Once your campaign starts, the testing stage isn’t over. Make small adjustments to your message each time you send a new one and you’ll be able to work out which elements of the text are most effective.

 

February 18, 2015

How Do My Customers Use Mobile?

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In order to develop a highly-effective mobile marketing campaign, you must first understand how audiences, specifically your audience, interacts with mobile technology. Ask yourself the following essential questions and gain invaluable insight into consumer mobile habits: 

How Are My Customers Using Mobile? 

Utilize analytics to determine how your target audience is using mobile. Are they using tablets or smartphones? Android or iOS? Are there certain times of day they shop the most, whether in store or online? Which mobile advertising tactic is therefore the best option? Once you discover exactly how your target customer base is using mobile, you can develop a customized marketing strategy to reach them through the most effective channel.  

Who Are My Competitors?

You and your entire team should download competitor apps and learn how they keep their customers engaged. This provides ideas, and otherwise helps you understand what’s working for other players in the space. Once you know what’s working (and what’s not), you’ll be better equipped to devise a plan that eclipses them. 

What is the Cost Per Download? 

Knowing the cost per download (or per customer acquisition) while launching your app is important when it comes to budgeting. Development is just one side of the coin. The financials also have to make sense when devising a proper price point.

Should I Use In-App Advertising? 

Popular apps such as Twitter allow in-app advertising and mobile advertising. This is an effective way to market your app or business to the masses, but it’s important to choose well-known and relevant apps that make sense for your consumer base.  

What About Social Media?

Mobile social media platforms are another efficient, effective marketing option, and one that offers near-immediate access to app downloads and web site conversions. 

Apps versus Mobile Sites?

At this juncture, consumers tend to favor apps over mobile sites, such as social media, email, and news apps. A mobile-friendly website is still a good idea, however, whether or not your company offers an app. 

Location-based Advertising?

If you haven’t jumped on the location-based advertising bandwagon yet, now is the time. With the massive proliferation of mobile phone use, location-based mobile marketing presents a highly-efficient way to attract new customers while keeping current ones engaged. Experiment with geo-fences and iBeacons, and craft marketing interactions with users as they enter or leave stores. Whether it’s sending suggestions, exclusive coupons, information about daily promotions, or anything else relevant to your brand and consumer base, it’s definitely a good idea to try location-based advertising via mobile web and text marketing. 

Do a little research through trial runs before committing to one or several mobile marketing strategies. Without knowing what your customers are after, you’ll be hard-pressed to create a mobile marketing campaign that works. 

 

February 08, 2015

Former Ad Tech Exec Investing Millions in Mobile

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Longtime mobile ad exec Nihal Mehta used to focus on ensuring advertisers invested in mobile ad platforms. Now he’s interested in assisting the new generation of mobile businesses. 

Mehta retired from mobile ad tech firm LocalResponse in 2013, now known as Qualia, where he served as CEO. He wanted to focus on mobile startup investment full-time via the firm he co-founded in 2009, Eniac Ventures. The firm raised $55 million to invest in the mobile tech landscape, and is looking to put the money into early-stage mobile startups. Mehta noted his firm is especially interested in companies who have not yet “raised a funding round,” are still in product development, and probably haven’t generated revenue. 

The areas that piqued the interest of Mehta and crew in regards to mobile startups include connected devices, personal utility, app development tools, messaging and communications, enterprise, marketplaces, and commerce. Mobile ad tech that “spans several categories” will also be high on the firm’s to-do list according to Mehta, who pointed out the increase of free ad-supported mobile apps such as Snapchat and Instagram, neither of which run standard display ads.

"The next big wave of mobile ad tech companies will be bigger than we've ever seen because they're going to be forced to deal with a supply of new inventory. It doesn't live anymore in banner ads; it lives in messaging, communications, interstitials, natively," Mehta remarked recently. He sold his mobile-marketing firm ipsh! to Omnicom in 2005.

Eniac Ventures was co-founded in 2009 with three fellow University of Pennsylvania graduates. It has stakes in Airbnb, Circa and SoundCloud, and also invested in several ad tech companies, including Mehta's former company Qualia, as well as Adtrib, mParticle, and Localytics.

As of now the company has made eight investments, including in password replacement tool LaunchKey, on-demand parking service Luxe Valet, and social commerce company Strut. Mehta and the Eniac Ventures team want to invest in at least 15 more companies by the year’s end. 

Eniac Ventures plans to initially invest $500,000 in each of the 35 startups, which equals more than the $250,000 per company. Mehta noted Eniac Ventures is setting aside two-thirds of the $55 million fund as “follow-up money”, which he plans to reinvest in the companies as they grow and become successful.

The follow-up money is essential because "in today's market you can get money from anybody," said Mehta.  "Funds that can't follow can create a negative signal to the marketplace. And oftentimes entrepreneurs want to know they're getting in bed with somebody who can support them all the way.” 

Companies Eniac Ventures invested in and have subsequently been acquired include Mobile ad-targeting specialist Metaresolver, which was sold to mobile ad-tech company Millennial Media in 2013. Ad-tech firm Beanstock Media bought mobile publishing technology company Onswipe in 2014, while Twitter acquired mobile retargeting firm TapCommerce the same year. 

 

February 05, 2015

Twitter Buys Indian Mobile Marketing Startup

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If you’re a mobile marketer, your marketing message might just be the next big thing in India, all thanks to a microblogging site’s ambitious investment abroad. Last week, Twitter purchased a startup corporation in India, called Zipdial.  

Indicative of the current ubiquitous nature of mobile phones and the decrease in their manufacturing costs, India has grown to one of the largest users of mobile phones worldwide. But the country has yet to get fully connected to the internet via mobile technology. Many people still use the mobile internet on a pay-per-site basis, with fewer than 40% of the populace having any kind of mobile internet access.

Zipdial, however, has revolutionized advertising for the burgeoning economy of the developing country. The startup allows its users to call a business’ phone number, then simply hang up. The business then registers the incoming phone number and responds with free text messages, app notifications, and even voice calls with advertisements.

This method of advertising has been dubbed “missed call” marketing. It allows users of Zipdial to receive advertisements from businesses they are interested in without having an internet connection. And best of all, there is no mobile cost to the consumer for receiving these ads. It's an effective way in, providing solutions in places many mobile marketing campaigns cannot reach.

So why is Twitter so interested in India? Because it is now one of the most rapidly growing mobile markets in the world. As cited last week in a Mobile Marketing Watch article, the Internet & Mobile Association of India and IMRB International report that the mobile internet industry of India has had unprecedented growth in 2014 – and 2015 is on par to surpass even that. Mobile internet growth increased over 25% in all of 2014, and is forecasted to grow another 23% in just the first half of 2015. Also reported in the article, rural use of mobile phones in India is expected to grow another 18%.

Zipdial boasts that its campaigns have reached nearly 60 million users, and the company is run by just over 50 employees. Mobile journalists have predicted that this technology will be effective in other countries as well, like Brazil and Indonesia. And according to reporters, these markets are key for Twitter, as 77% of Twitter’s monthly active users hail from outside the United States.

Twitter did not disclose how much they paid for the firm. But this purchase certainly exemplifies the notion that mobile technology and text marketing are proliferating immensely throughout the developing world.