Our friends over at Mobile Marketing Watch ran a guest post from Kane discussing three ways everyone can integrate CRM into their mobile marketing plan. It’s not only full of great insight that will make your current campaigns better, but also will help in understanding why mobile CRM is so important – and how you can start doing it now.
Read Three Ideas for Integrating CRM Into Your SMS Marketing Strategy over at MMW.
Brand: AT&T
Location: Bracket Town during March Madness in Houston, TX
Source: Cell Phone Picture, April 4, 2011
Thumbs up: Extremely clear CTA with HOOPS capitalized and colored along with 88222. Great incentive providing mobile users exclusive insider information during an event like the Final Four.
Thumbs Down: First of all “receive” is spelled incorrectly. Secondly there is no compliance language anywhere on the promotion, which needs to be included given that this is a subscription campaign.
Ratings (out of 5 bars of service):
Incentive: 4
Compliance: 1
Strategy: 3
Clarity: 4
TOTAL: 12 / 20
Brand: Dancing with the Stars
Location: http://abc.go.com/shows/dancing-with-the-stars
Source: Website Screen Capture, April 5 2011
Thumbs up: Getting people involved in a television show when they are way from their TV is great marketing practice. Also boasts a very clear CTA (enter your phone number online) with a clear incentive (be first to know).
Thumbs Down: We would have liked to see some additional radio buttons that allowed users to enter information such as favorite DWTS couple, time zone, Watch taped or watch live, etc. DWTS could use this information as metadata to enhance their targeting capabilities, which would allow them to make their messaging more relevant.
Ratings (out of 5 bars of service):
Incentive: 2.5
Compliance: 4
Strategy: 2
Clarity: 4
TOTAL: 12.5 / 20
Brand: RetailMeNot
Location: Austin, TX During SXSW 2011
Source: Cell Phone Picture, March 23 2011
Thumbs up: Nice incentive, especially at SXSW, where iPads were a huge focal point of the week. We imagine that the CTA appeared on every RetailMeNot wallet, which is a great way to disseminate information, especially at a tech conference.
Thumbs Down: Though it’s good to make the keyword a different color WiniPad, makes it seem like you have to text the keywords exactly according to the various capital/lowercase letters, when in fact case doesn’t matter. (Though it may be on the back) we also didn’t see any compliance language, which is required.
Ratings (out of 5 bars of service):
Incentive: 3.5
Compliance: 1
Strategy: 4
Clarity: 3
TOTAL: 11.5 / 20
Brand: e-Cart Customs
Location:
Source: Website Screen Capture, March 9 2011
Thumbs up: The short code 90210 is pretty slick – easy to remember and type in. Plus we liked how this company is targeting offers exclusively to their mobile subscribers.
Thumbs Down: There is no compliance language in this CTA at all. Plus, we would have liked to see a manual phone entry in addition to the text CTA, since when people are online they might not necessarily have their phones handy, and you miss out on the ability to grab targeting metadata.
Ratings (out of 5 Bars of Service):
Incentive: 4
Compliance: 1
Strategy: 2
Clarity: 4
TOTAL: 11 / 20
In The Nielsen Company’s recent report on smartphone owners in the U.S., they found that as of December 2010 nearly a third of mobile users in the U.S. have a smartphone.
Though when looking at smartphone use by race, the number of users jumped in the ethnic/racial minority groups. Nielson found that 45 percent of both Asian/Pacific Islanders and Hispanic mobile users have smartphones. It also found that 33 percent of African American mobile users had smartphones, while only 27 percent of white mobile users did.
The researchers also looked at smartphone purchases in the past six months. Out of the white mobile users that purchased phones in the timeframe, 42 percent selected a smartphone over a feature phone. During the same period 60 percent of Asians/Pacific Islanders, 56 percent of Hispanics, and 44 percent of African Americans that purchased cell phones selected smartphones.
Smartphone use is definitely on the rise, but it’s important to make sure your mobile marketing plans don’t ignore SMS. SMS usage is still exploding and smartphone users are messaging as much as, if not more than, feature phone users. As a marketer you have to connect with what content works in SMS, mobile web and mobile apps. Also, you can’t let your campaigns miss out on the other 66 percent of mobile users that aren’t even using apps.
Nielson also took a look at Mobile Operating Systems preferences in the report. You can read the full post at InsiderMobile.
Some interesting news has hit the smartphone front, marking a pivotal milestone for mobile technology—International Data Corp (IDC) is showing that for the first time ever in history, smartphones have outsold PCs. To be more specific, in the fourth quarter of 2010 smartphone sales surpassed global PC shipments, with mobile device makers distributing a grand total of 101 million smartphones in the last three months of 2010—up a whopping 82.7 percent from the previous year.
Very interesting findings indeed, considering that a Morgan Stanley analyst predicted that this wouldn’t occur until about 2012, according to Fortune.
These findings not only support the mass population’s rapidly growing fondness toward staying digitally connected, but continue to show our generation’s mobile device dependency. We love our phones! More than ever, smartphones are increasingly able to do what PCs can, but with much more convenience and affordability while taking up far less space.
Read full article on ReadWriteWeb.
Sprite recently combined texting, interactive voice response (IVR) and social media savvy to activate a well-executed cross-channel campaign starring LeBron James, in support of its Spark Parks initiative. Stemming from a successful SMS campaign for the NBA Slam Dunk Contest, the soda brand splashed a James-themed Spark Parks takeover across Sprite’s official homepage.
The Spark Parks interface invites visitors to nominate their hometown parks for investment and renovation by Sprite and James. As a bonus, those that enter the contest become eligible to receive signed swag from James. Fans could also text in and get a call from James and leave him a message why they love basketball and why their hometown court deserves the investment. When fans clicked on the site to nominate their home court or learn more, they were sent over to a Facebook to interact with the brand.
Sprite also incorporated its bottle cap codes into the campaign by inviting visitors to text their cap codes to 777483 to leave a message for James. After texting the short code, the texter received a call with a message from James ending with “So tell me, why do you love basketball?” After the beep, fans could leave a message for him and be automatically entered to win weekly contests and prizes as well as a grand prize trip to NBA All-Star 2012!
This campaign is an excellent example of both leveraging celebrity status to engage consumers and running a compelling multichannel campaign.
Check out Sprite.com to get a glimpse of this nice live campaign.
As we all know, the financial services industry has had great success connecting with consumers via mobile. After all, it is the easiest way to reach the on-the-go customer. So, isn’t it logical to assume the credit reporting agencies would reap similar rewards by incorporating mobile?
Matt Silk recently wrote a post for iMedia Connection, a top trade publisher and event producer serving interactive media and marketing industries, on the benefits the credit bureaus could receive from incorporating mobile. His five suggestions are simple and include tips transferrable to nearly any consumer-facing business. The tips include:
You can read the full article here.
We’re very excited to be participating in Bronto’s second annual summit this April. Matt Silk will speak with customers about incorporating mobile into email marketing campaigns and how best to engage subscribers.
We’re always excited to join our customers in spreading the word on best practices in mobile.
At the Bronto Summit, attendees will learn new ways to optimize online revenue through multi-channel messaging, improve the efficiency of email marketing programs and share experiences with like-minded marketers.
We’re looking forward to participating in this unique experience with Bronto and the company’s customers and being part of delivering actionable tactics that help the customers’ bottom line.
See you soon in Chapel Hill!
