Your Message On The Move: Mobile Marketing Study

Your Message On The Move

Text Message Marketing

Presented By: Bob Bentz
Advanced Telecom Services
Phone: 610-254-7191
Email: bobb@advancedtele.com

Advanced Telecom Services  84444.com  84444.ca

The Pillar That Holds Up The Mobile
Marketing Building
Mobile Video Mobile Websites

Apps QR Codes

Text RESULTS to 84444.com




Near By…
24/7 Always Connected

91% of all U.S. citizens have their mobile device
within reach 24/7
(Source: Mobile Marketing Association)


Common…

74.8% of Americans Send and Receive at Least 10
Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project)


At Any Age
Middle Aged Show Biggest Growth
100
90
80
70
60 Mean Text
50 Messages/Day
40 Median Text
30 Messages/Day
20
An average of 41
10 texts are sent
0 every day among
18-29 30-49 50-64 65+ all age groups

Text Message Use By Age Group
(Pew Research, May 2012)


Even Growing with Teens
Texting Teens

(Pew Research, May 2011)


In Any State
Where does your State rank?


With any Race
Blacks & Hispanics Text More

2500

2000

1500
Text/Month
Calls/Month
1000

500

0
White Black Hispanic

(Source: Pew; May 2011)


Sex
Women Text More
1400

1200

1000

800
Text/Month
Calls/Month
600

400

200

0
Men Women

(Source: Pew; May 2011)


Response…
IMMEDIATELY

94% of All Text Messages Are Read Immediately
Upon Receipt
(Source: Mobile Marketing Association)


Reach…
When They’re Most Likely To Buy


Viral…
Business and Leads for FREE

21% of all responses never participated in the
original interactive text message program.


Motivated Buyers…
Ready to Buy Now

41% of consumers have made a purchase after receiving a text message
marketing promotion.
(Source: Exact Target, 2011)


Trackable…
Justification for the Advertising

By using a unique PIN, businesses can track just how effective the advertising is.


What We Do on Our Cell Phones
It’s Not Just Talk
Mobile Activity Share of Total Mobile
Still
Audience Growing!
Sent Text Message 74.3% 84.4% of
EU
Took Photos 60.3% residents
Used Email 40.8%
Accessed Social Networks 35.3%
Accessed Search 29.5%
Accessed Maps 26.5%
Accessed Online Retail 12.2%

(Source: comScore MobiLens, December 2011)


Text Message Marketing 101
The Success Story


Opt-In Advertising
Your Customers WANT to Receive Your Messages


Opt-In
Legal

Legitimate Opt-In
• Create “existing business relationship”
• Interactive Text Message
• Other Means (Web, WAP, IVR, Paper)

Response Message
• Number of messages
• Program name
• Contact info
• Opt-Out info

Opt-In only to specific program.


Opt-In
Legitimate Verifiable Opt-Ins

• Interactive Text Message
• Desktop website
• Mobile website
• IVR
• Paper

TIP: Be sure to save all opt-in documentation.


Opt-In
Best Practices

• MMA Global Code of Conduct
• Messaging Frequency
• Advertising Guidelines
• “Msg&Data Rates May Apply.”
• “Text STOP to Stop.”
• “Text HELP for Help.”
• Terms & Conditions

(Source – MMAGlobal.com)


Opt-In
Satisfying Legal Requirements

•Service Description
•“Msg&Data Rates May Apply”
•Resource-terms and conditions
•Frequency of messaging
•HELP instructions
•STOP instructions


Opt-In
Advertising Documents
Must include
•Resource to Reference Terms and Conditions
•Instructions on Cancelling Service (STOP)

Must include
•Resource to Reference Terms and Conditions
•Instruction for Obtaining Help (HELP)
•Instructions on Cancelling Service (STOP)

Must include


Offer Value
Advertising

With Gas So Expensive, Who Would Pass This Up?


Offer Value
Response


Offer Discounts Now


Sweepstakes
Grow Your Database


Sweepstakes
Offer Something You Can’t Get Normally

Backstage pass: Big and Rich sweepstakes winner on 84444.com.


What You Get
A Very Valuable Database Indeed


Opt-Out
Recommended Once Per Month
•Subscriber must be able to stop
participating by sending STOP to
short code
•Must respond with MT message
•If customer is inactive for 18
months  Opt-In Expires
•Monthly Reminders of Opt In


Where Should I Promote It?
Everywhere


Everywhere…
You Can Think Of


Everywhere…
And more


Everywhere…
Be Creative


A QR Code Is Not an Island...
Half of Americans have feature phones…

So Always Include a Text Promotion with a QR
Code


Dnt Overdu Abrevatns
It’s Annoying

Over 160
Too many Characters
Abbreviations.
Use
Abbreviations
Sparingly.


Embedded Links
For Touch Tone Action

Offers customers
more
information


Mobile Coupons
For Immediate Response


Promotion
Text Message Promotion Responded To


EXCLUSIVE
Text Message Marketing Study 2012

TEXT MESSAGE MARKETING STUDY


EXCLUSIVE
Text Message Marketing Study 2012

• May – July 2012
• Conducted by ATS paid interns
• Analysis of all customer data active in 3 months
• 11 short codes studied
• College credit received


Who’s Doing It?
Our Customers
% %
Customer Categories Customers Messages
Restaurants 17 15
Automotive 13 1
Media 10 25
General Retail 10 13
Entertainment/Sports 9 12
Ad Agencies/Cust Unknown 8 18
Schools 6 4
Real Estate 6 1
Unions/Church/Non-Profits 5 3
Consumer Products/Grocery 4 6
Healthcare 4 1
Financial 1 1
Government 1 1
Other/Unknown 6 1

Totals will not add up to 100% due to rounding.


What Else They’re Doing?
Other Mobile Marketing Tools Used
Tactic % Engaged

Text Message Marketing 100

Desktop Website 97

Social Media 65

Mobile Websites 27

Apps 11

QR Codes 32

Mobile Video 4

TextChat 5

Geo-Location Services 2


How They are Doing It
Types of Text Messaging Being Used

Interactive & Broadcast: 82%
Interactive Only: 11%
Broadcast Only: 7%


What They’re Doing
Percent of Applications and Response Rates
45
40
35
30
25
20
15
10 % Applications
5 % Messages
0

Application % Applications % Messages
Consumer Information 42 20
Reminders/Alerts 24 17
Mobile Coupons 18 14
Opt-Ins 4 2
Voting 3 3
Sweepstakes 2 38
Other 6 6


Mobile Marketing


Experienced
Please scan to Linked In with Me


Your Message On The Move: Mobile Marketing Study

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