SMS Marketing Ideas

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October 28, 2014

Send a Spooky SMS for Halloween

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As the Halloween marketing machine moves into fifth gear, the usual glut of ghostly products and services have hit consumers like a ton of pumpkins. This year, everyone’s talking about paranormal text messages.

SMS is the perfect medium for mediums. But while this very modern iteration of the spine-chilling prank is new, it has its roots in much older technology. Spooky calls from the dead have been cited as proof of an afterlife since the advent of the telephone.

The first phantom caller was reported in 1886, a mere decade after Alexander Graham Bell invented the phone. In 1915, an S.O.S. was apparently received by a Norwegian ship. The troubled vessel? It was, the story goes, the Titanic – which famously sank three years earlier. The incident was the first ghostly Morse code – but it was far from the last. 

In the 80s, fax machines got in on the act, with supernatural warnings blipping and honking their way into offices and homes – usually around this time of year. Everyone with an email account has received some kind of ‘pass this on or terrible deed x will befall you and your family’ message. No doubt there have been tweets purporting to be from the Other Side. Wherever there’s a new technology, the dead are using it to reach out to their loved ones.

Whether or not you believe these fanciful tales, sending a spooky text message around Halloween is tremendous fun. If you’re looking for ideas, there are plenty of scary suggestions online. Many of them suggest that the long-dead are remarkably tuned in to youth slang. Even better, with this app you can send screams along with your message to heighten the atmosphere of dread.

If creeping your friends out isn’t really your scene, but you still want to get into the Halloween spirit, there is a veritable encyclopedia of poems and epitaphs out there, all relating in some way to the scary season. For a classier Halloween text message, throw out some lines from Shakespeare’s doom-laden Macbeth – ‘The Witches Spell’ is the obvious choice here. Or there’s John Donne’s 17th Century classic, ‘The Apparition’ – perfect for summoning that Halloween spirit. For Scots, what better than the Robert Burns epic, simply titled ‘Halloween’?

October 26, 2014

Why is the Hospitality Industry so Slow to Embrace Mobile?

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New research from Omnico indicates that UK consumers are less likely to use mobile devices to engage with hospitality service providers when compared with other industries. Just 13% of consumers said they would use mobile to interact with hoteliers and travel agents.

This reticence is understandable when examined from the consumer point of view. People ultimately want a better user experience, but with so many metrics to consider when booking a holiday, it’s possible that small screen devices are given short shrift. Filling in multiple fields – car rental, flights, hotels etc – is a hassle even on a desktop. Even on a mobile-optimized site or app, there’s simply too much information to divest for a quality user experience.

Thankfully for the industry, the point of purchase is just one step in the process. There is still plenty of scope to create a compelling mobile marketing campaign that simply hands off to desktop at the point of sale.

And despite the apparently-negative data collated in the UK, mobile usage has been steadily increasing in the world of hospitality. A Forrester survey from last year identified a 450% increase in mobile bookings since 2009. Some analysts predict mobile sales will be worth $26 billion by the year’s end. That’s one in five online travel dollars!

The biggest mobile marketing strides have been made post-purchase, with 75% of travelers using a mobile device to shop and book activities while on holiday, according to Forrester. Clearly, this is where the hospitality industry is benefitting most: reaching consumers who are already on vacation and for whom smartphones and tablets are the only readily-available web-connected device.

If you’re trying to create a mobile marketing campaign that works, focus on enriching the entire experience, not just selling vacations. Offer portals for booking restaurants. Provide information on local tourist sites. Gather user reviews that could help future customers. Break your mobile marketing strategy down into three key practices:

  • Promotion. Offer last minute deals, hotel discounts or coupons. Mobile – and especially SMS messaging - is perfect for issuing time-sensitive information.
  • Loyalty Rewards. Offer loyalty points with personalized incentives attached. Track data to give reward customers with the things they like. If they’re clocking up thousands of miles, offer air miles. If they use the same hotel chain around the world, try to partner with that hotel to offer discounts.
  • User Experience. Keep customers up to date on new destinations. Send weather forecasts, or travel directions. Stay engaged throughout their trip and solicit feedback in the form of reviews.

A balanced mobile marketing strategy is of vital importance in an aggressively competitive industry. The beauty of mobile is the ease with which you can subdivide customers according to personal preference, so even if your primary booking platform is your desktop website, stay plugged in to mobile and you’ll reap the long term benefits.

October 16, 2014

How to Improve Text Message Security

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Mobile phone security risks are abundant with standard, unencrypted text messages among other elements of mobile use. Accordingly, more and more users are looking to encrypted phone call and text message options for privacy protection. A number of apps available for iOS and Android are designed to improve text message security, encrypting both text messages and phone calls. Let’s take a look at some of these apps, but remember no app can protect mobile devices from physical access. Unless a phone features a passcode, anyone handling the device can read messages, view pictures, check out call history, etc.

 

TextSecure and Signal

Created by former Twitter security researcher Moxie Marlinspike’s Open Whisper Systems, TextSecure allows users to message everyone on their phone list. End-to-end encryption is only available when talking to other TextSecure users; however, notifications are sent if the conversation isn’t secure. Available for free on Android, TextSecure utilizes independently developed algorithms, including those that create a new security key with each message.

 

Telegram

Described by its creators as the encrypted, cloud-based, quicker version of WhatsApp, Telegram makes it easy to share messages and media with up to 200 people at once. Choices include ephemeral chats, which are never saved, and cloud-accessible messages for users wanting to return to conversations. The “secret” chats leave “no trace” on the Telegram server.

 

Wickr 

Offering “military-grade security,” Wickr is for those who want to know their messages and photos aren’t readable past a certain time. Metadata is stripped from photos before they’re sent, and messages automatically disappear following a set amount of time after being read. The app makes customization simple and allows users to decide how many people they want to find them, create group chats, and “shred” remains of deleted files.

 

Surespot

Surespot features tools for independently managing different identities on a single device to distinguish personal and professional communications. Voice chat is also integrated, as is flexible photo control for locking, unlocking, and deleting photos from recipients’ phones. The app requires a password that cannot be recovered or reset. Users may look at one another’s public keys offline to ensure no “man-in-the-middle” attacks.

 

CoverMe

CoverMe securely stores a variety of media data, including passwords, photos and documents, and makes it possible to hide identities and phone numbers. Calling and texting with non-users is possible via the CoverMe phone plan, but only phone calls and texts with other users feature end-to-end encryption.

These and other security apps offer the text message security that businesses often require to communicate with employees and clients. And of course, they’re useful for the everyday user as well.

 

October 15, 2014

Mobile Marketing Mushroom in Ireland

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Mobile marketing campaign managers in Ireland are flush with success right now. The country is undergoing a mobile device boom, as consumers increasingly turn their attentions away from desktop and towards smartphones and tablets.

A study compiled by marketing company ZinMobi looked at some of the country’s leading retail, restaurant and fast food brands and found mobile marketing tactics were the most effective way of delivering the biggest ROI. ZinMobi’s boss, Brian Stephenson, said the results were indicative of a growing awareness of mobile marketing tactics, and a concurrent drop off in use of conventional methods. Says Stephenson:

“What excites me about these results is the way that brands have recognised mobile as the instant marketing channel with campaigns quicker to deploy, and delivering instant results.

“We believe that every business knows enough about its customers... to deliver highly-targeted and trackable campaigns,” he added.

The study also found that mobile marketing tactics were regarded as the quickest to set-up, and 61% of respondents said they delivered the fastest results. The research found only 10% of companies did not plan to be using some form of mobile marketing campaign by this time next year; right now, 26% of Irish companies do not use some kind of mobile marketing strategy. These figures clearly show a growing awareness of mobile marketing among firms who are late to the party.

Companies with a well-established mobile marketing strategy are expanding their current campaigns in order to better engage with consumers. Mobile coupons and special offers are proving highly effective methods of retaining and nurturing existing customers.

These trends reflect an overall swing towards mobile in Ireland. Mobile web access is up 59% on last year according to a report from StatCounter. The more consumers move towards mobile devices, the more we’re likely to see marketers follow suit and creating mobile-specific campaigns. Ireland, like the rest of the world, knows which way the wind is blowing.

 

October 09, 2014

Are Selfies the Future of Mobile?

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Defined as a photograph “one has taken of oneself, typically with a smartphone or webcam and uploaded to social media,” the selfie is poised to be the future of mobile marketing, duck face and all.

The folks behind Opera Mediaworks certainly believe in the marketing power of the selfie. The company recently partnered with Celtra and now offers advertisers the ability to integrate selfies into ad campaigns.

The partnership “brings together Celtra’s expertise in empowering advertisers to deliver meaningful, highly-captivating brand messages to their audiences in the most effective and measurable manner and Opera Mediaworks’ vast global ad platform, which serves 64 billion impressions a month to more than 800 million consumers.”

This selfie ad format allows advertisers to create highly-personalized campaigns geared towards “precisely-targeted” audiences, and therefore up the ante much like geo-tracking. Today’s consumers can browse the internet, download favorite music, stream movies and do pretty much anything else on their phones, resulting in a desire for personal experiences with favorite brands rather than a more generic or traditional interaction. Selfies are about “branding yourself” as much as they are about brands...think images of famous people holding or using assorted products.

The Celebrity Selfie

The ubiquity of the celebrity selfie is partially responsible for turning the concept into a money-making opportunity, with Calvin Klein recently launching a selfie campaign using celebs and fans posing in their Calvin briefs. The pictures feature the hashtag #mycalvins. Ellen DeGeneres’ snapshot from the 2014 Oscars featuring Bradley Cooper, Julia Roberts and a number of other stars was dubbed “the most retweeted selfie of all time,” once again demonstrating the selfie’s impressive function as a communication tool.

World Domination

Selfies aren’t just for American audiences, or for those who keep their feet on the ground. The Philippines is one country capitalizing on the selfie, with their Postal Corporation recently creating selfie stamp tourism souvenirs as a way of encouraging locals to send personalized packages. NASA is getting in on the selfie action, with their Instagram account featuring selfies of astronaut Mile Hopkins...in outer space.  

Simplicity At Its Best?

Taking a selfie isn’t exactly challenging, and the popularity of selfies and their corresponding hashtags provide an easy advertising option for brands looking to create more personal relationships with consumers. Every smartphone features a quality front-facing camera, and even if the selfie is as narcissistic as critics say, there’s no denying its power as a marketing tool. 

October 08, 2014

Mobile Marketing Budgets are Smaller Than They Should Be

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Mobile devices have quickly become powerful marketing tools, yet brands are still not investing in mobile advertising as they probably should. Despite practically “everyone” owning a mobile device, mobile marketing accounts for a mere 5 percent of the average brand’s budget. Why? Usual reasons include difficulty tracking performance and gauging ROI.

According to recent Forrester research, 62 percent of marketers surveyed felt “confident” about measuring mobile ad campaign ROI, yet only 18 percent felt “very confident” in their ability measure ROI. Marketers want to see hard numbers if heavily investing in mobile, which many experts find “counter-intuitive.” 

“Consumers now spend over half of their leisure time on mobile devices,” says Gal Oppenheimer, senior product manager of built.io, a mobile back-end and application development platform. “Mobile advertising is clearly important, but it needs to get easier to track brand awareness and consumer spending.”

Other experts say marketers are too busy comparing mobile and desktop metrics, which is essentially a waste considering how different the mediums are. Marketers are used to cookie-based tracking, but such tracking doesn’t really work in the mobile world. A single cookie isn’t capable of tracking consumer actions as they go back and forth between mobile browsers and apps, nor can they follow consumers who click on mobile app download ads. The latter is a common mobile ad unit that encourages consumers to download a brand’s app. 

Mobile marketing is definitely a work in progress, yet current efforts are encouraging. Groupon, for example, works with at least three different mobile ad networks, and places ads on a wide range of publishers’ mobile sites and apps. The online retailer works with mobile advertising vendor Fiksu Inc. to discover which mobile attribution methods are best for tracking ad effectiveness.

Facebook is also working on a solution to the “mobile puzzle.” The social media giant introduced a mobile ad unit in April of this year, Audience Network, which allows marketers to target and place ads across an assortment of mobile apps utilizing what Facebook knows about its sizable user base. The network is designed to result in more relevant ads on apps, which leads to improved click-through rates, and subsequently a better ROI for the advertiser and more revenue for app developers.

Marketers are still hesitant, but if tracking abilities improve, more money will go into mobile ad efforts. “Forrester found that if marketers could track more reliably, 86 percent would allocate more of their budgets to mobile,” wrote Mike O’Brien in a recent post for ClickZ. “And 93 percent would run more cross-channel campaigns, something only 13 percent said they felt confident measuring.”

 

October 07, 2014

iBeacon Goes Mainstream in Mobile Marketing

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According to CMO.com, iBeacons and geomarketing are quickly becoming mainstream tools for marketers.

The iBeacon is defined by Apple as "a new class of low-powered, low-cost transmitters that can notify nearby iOS 7 devices of their presence.” It relies on Bluetooth low-energy proximity sensing to” transmit universally-unique identifiers”picked up by compatible apps or operating systems. These identifiers may be looked up via the internet to determine the device's physical location, or result in action, such as a push notification or check-in on social media.

Geomarketing involves geographic information used in the planning and executing of marketing strategies. It allows marketers to target advertising campaigns and subsequently appeal to consumers based on where they live or shop.

A U.S.-based team researching mobile marketing found some 18 percent of mobile marketers are utilizing Apple iBeacons, which is expected to double in 2015. Additionally, 49 percent of marketers noted they would use device positioning to deliver content, while 48.8 percent plan to add such capabilities to their mobile marketing strategy over the next year.

The Adobe Digital Team Index recently found 33 percent of average mobile users look to their mobile devices for help when shopping in-store, and 9 percent have used mobile wallets over the past three months. This percentage rises to 22 among “mobile elite” users. Adobe also discovered bounce rate referrals from social networks are higher on mobile devices than desktops at 61 and 53 percent, respectively.

Adobe’s digital team researched other mobile dynamics and trends as well, including social channels. They discovered Pinterest is the “most mobile” social network, with 64 percent of its referred traffic coming from either smartphones or tablet devices. Twitter is at 62 percent in terms of mobile use, and Facebook at 41 percent. Tumblr has the highest revenue per visit from mobile devices--$2.57--with Facebook coming in second at $1.85.

The company’s Mobile Benchmark Report was based on aggregate data from some 18 billion visits to retail, media, entertainment, financial services, and travel websites in June 2014. Behavioral data from companies using Adobe’s Marketing Cloud solution, Analytics and Mobile Services platforms was also studied. The report researched, in total, 700 million mobile app use sessions, 3,000 mobile users, and over 10,000 U.S. websites and apps.

With so many companies jumping on the iBeacon and geomarketing bandwagons, mobile ad campaigns will only become more and more location specific. 

October 01, 2014

5 Ways to Hemorrhage Cash with your Mobile Marketing Strategy

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A solid mobile marketing campaign is a great way to increase revenue over time and otherwise promote brand awareness. However, plenty of businesses are actually losing rather than making money from mobile campaigns. So what are they doing wrong? Rather than discovering wasted time and money on your own mobile marketing strategy, check out five actions to avoid:

1) Wrong Ad Placement

Many businesses, big brands included, “fall for the lure” of television and radio ads for their mobile apps. Don’t rely heavily on television and radio ads to draw people to your mobile site or app. Instead, use traditional advertising for branding purposes and as a supplement to mobile ad networks and incentive-based download programs. The latter is a proven channel for mobile user acquisition.

 

2) No Optimization

Optimizing your website for mobile device use is essential to avoid losing money on a marketing strategy. It’s also a surefire way of deterring visitors, so when considering how to promote your business, be sure that mobile site optimization tops the list.

 

3) Unattractive Offers

The best small business ideas include enticing customers with fabulous offers. Any mobile marketing strategy that fails to pique prospect interest is doomed to fail, as it results in missed business opportunities and general brand damage. Avoid this by creating a campaign that encourages potential customers to engage with your business through their mobile devices. Think loyalty and time-based discounts, coupons, mobile-only offers, bulk purchase deals, and similar promotions.

 

4) Lack of Social Media Integration

Consumers mainly use mobile devices to check email and social media, so failing to integrate your mobile marketing strategy with Facebook, Twitter, Instagram and other channels means seriously reducing your audience. Tweets, Instagram pictures and Facebook posts are just some of the many social media-based options for reaching your target demographic and informing them of your app or mobile offers.

 

5) Not Following Up on Initial Marketing Efforts 

Don’t make the mistake of letting marketing efforts wash down the drain following initial engagement. Acquiring customers means sustaining their interest, so rather than wasting time and money, “strike while the iron is hot” and begin building a relationship immediately. An automated system that is already in place after an initial download begins the engagement process or requests that the user opt-in. Either way, you’ll make certain your brand stays fresh in the minds of consumers.

Avoid these mistakes, identify metrics associated with the success of your campaign, and earn money effectively rather than lose it ignorantly

September 29, 2014

Record Growth for India's Mobile Marketing Industry

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Mobile marketing tactics such as SMS coupons and geo-targeted ads are being used in practically every global economy, but one part of the world has taken to it more rapidly than any other. In India, the mobile marketing industry has grown by 260% in the past year. Compare that to the 70% growth in the Asia Pacific region and you start to get a clear picture of just how big the strides taken in India are.

The cause for such rapid growth is undoubtedly the proliferation of smartphones and other mobile devices, which in some parts of the world are becoming the primary point of access for web users.

The expansion of the mobile advertising marketplace in India was studied in detail by Opera Mediaworks, a San Mateo ad platform. The analysis was published in a report called “State of Mobile Advertising.”

In addition to the overall growth figures, the report compared various mobile devices and their success in India. Android has the largest share of the market, with 41.7%. Apple devices, meanwhile, are trailing significantly, with less than a 1% share. 

The face of mobile marketing in India bears some striking differences to its American and European counterparts. This is largely because people living in remote regions often don’t have smartphones, and can’t experience the kind of rich content we’ve become used to seeing on handheld devices in the West. 

According to a Business Week article from earlier in the year, Unilever is issuing 15-minute recorded programs that can be listened to on old-fashioned cell phones. The shows include popular Bollywood songs, comedy routines and product commercials. The free service has proved popular, gaining 2 million subscribers when it first rolled out.

Original, bespoke mobile marketing tactics like this are the only way for businesses to get a foothold in new territories. As of the beginning of the year, there were 364 million rural mobile phone users in India. In January 2014, the pace of mobile adoption in villages was faster than in cities for four consecutive months. In 2013, Indian businesses spent 3 billion rupees ($49.9 million) on mobile ads, and the market is expected grow by nearly 45% by the end of the year (according to the Mobile Marketing Association).

The key, as Unilever has discovered, is to develop a mobile marketing strategy targeted at basic-feature phones. That means voice-based and SMS messaging services. Understand this, and your mobile marketing campaign in India will reach more people.

September 23, 2014

5 Reasons Why Mobile Marketing is Top Dog

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Mobile marketing is now so sophisticated and ubiquitous, it’s easy to forget just how new the phenomenon is. Web marketing has been around since the advent of the internet, but apart from a few rather crude SMS blasts, the concept of mobile marketing didn’t really exist until the first wave of smartphones came out less than a decade ago.

It may have taken a while to come of age, but mobile commerce has been making up for it over the past few years, with sales derived from tablets and smartphones expected to reach $100 billion by the year’s end. Google analysts predict mobile search volumes will outstrip desktop by 2015. Every business worth it’s salt is pursuing some kind of mobile marketing strategy, each hoping to corner their share of a smartphone audience that accounts for more than half of the population of the United States.

We’ve identified five key reasons why mobile has become the top priority of businesses great and small:

It’s Local

Right now, 40% of mobile searches are local; 77% of those take place from a user’s home or workplace, indicating an active preference for mobile even when alternatives are available. This is tremendously important for small businesses serving their local area. By targeting local keywords, a small business owner can conduct an effective mobile marketing campaign on a relatively tight budget. Which brings us to…

It’s Affordable

Before the mobile revolution, effective marketing campaigns were expensive. Really expensive. Television, radio and billboard advertising cost a lot of money, way more than your average small-to-medium sized business owner can afford. Big corporations got bigger and everyone else was priced out. SMS messaging has changed all that, allowing start ups to have a realistic chance of success on shoestring budgets. The ROI for mobile advertising is also easy to track, with analytics providing invaluable data like peak search times and customer preferences. With mobile, businesses can tweak their service according to consumer behavior and make their ad spend go further.

It’s Fast

Four out of five mobile conversions happen within five hours of the search. This is critical because searches turn into leads, and ultimately sales. Make yourself available via mobile and you can grab more customers faster than ever before.

It’s for Everyone

The first generation of cell phone owners are now in the valuable 55-64 demographic – and their children are even more tech savvy. Mobile growth is happening across all age groups and ethnicities, which is a solid gold gift for marketing managers.

…and Everything

The top five tasks performed on smartphones are making phone calls (83%), checking emails (74%), search (67%), taking photos (62%) and accessing social media (57%). There’s hardly an online activity that isn’t conducted via mobile. Another gift for marketers, who can focus variously on each task as part of their campaign.

Mobile marketing is here to stay, and it represents a real revolution for small business owners who no longer have to be drowned out by corporate clout. Get on board with your own mobile marketing campaign and you’ll find out for yourself why mobile is top dog.