Sign Up  |  Sign In

Follow us on Twitter   Follow us on Facebook

Showing posts within the category: Technology

Mobile Marketing API Series: Add Subscriber API

In case you missed it, we recently wrote a piece covering 5 mobile widget best practices. As we mentioned, online non-mobile channels such as websites, emails and minisites play an invaluable role in building mobile subscriber lists. But what about those folks that don’t want to use a widget? How can companies integrate mobile-list building capabilities directly into their valuable online real estate?

The answer is simple: the Add Subscriber API. It’s extremely easy to use, boasting only four required parameters:

  1. Mobile number (you get this from subscribers who fill out your forms)
  2. Keyword ID (your API provider can give you this info)
  3. Short code (you own this)
  4. Authorization (used so that only you can access the API)

Plus, it offers three key benefits:

  1. Metadata may be associated with each mobile subscriber, i.e. you can define custom subscriber field(s) (e.g. zip, DOB) and use this information later for outbound mobile messaging & targeting.
  2. To ensure carrier compliance, the API triggers a real time opt-in confirmation upon sign up.
  3. The Add Subscriber API can be called in conjunction with other 3rd party APIs to create cross-channel consumer insights. By integrating your mobile consumer data with an email marketing database or other CRM system, you can engage consumers most effectively.

Email marketing sign-up forms are a perfect use case for the Add Subscriber API, as they are often a missed opportunity for brands that could be building both their email & mobile marketing databases. Take a look at this form from Sizzler:

Full disclosure: I’m a huge Sizzler fan. That said, I was disappointed to see that their email sign up form contains a field for phone number, but it is one of the only fields that is not required. A simple integration using the Add Subscriber API would allow consumers who were interested in receiving information via SMS to opt in via the existing web form. Furthermore, all of the data points (e.g. Favorite Location, Birthday) could be mapped to each subscriber so that Sizzler could send more relevant and targeted outbound messages going forward.

Contrast the Sizzler form with this one another member of the QSR vertical, Cravings to Go:

As you can see, this form gives consumers the option to choose which way they prefer to receive messaging. This is a great example of how a brand can use the Add Subscriber API to integrate mobile opt-ins into their online web forms.

For those interested in more information on the Add Subscriber API, I encourage you to have a look the full documentation on our Developer Site.

Published March 30, 2012 – 9:38 am by Brian

Tagged: , , , , ,

Comments: None

SMS Marketing And Dynamic Data Management

Today we look at another one of SMS marketing’s intricacies: dynamic data management. Somewhat more complex than integrating zip codes or unique codes into message flows, but that’s what makes working at a technology company fun. Within dynamic data management, we’re going to explore two concepts

in particular: making SMS conversational and integrating with external data inputs.

Conversational SMS

As we all know, SMS continues to run rampant in the U.S. One of the main reasons for this we can find out by talking to anyone who uses text messaging: it’s easy to have an interactive conversation, oftentimes even a better experience than calling up someone on the phone.

The challenge for brands then is to replicate this experience for their particular audience (shades of the Turing Test here). Fortunately, integrating dynamic data management with SMS allows for this type of functionality. Here’s one example: imagine that a brand wanted to engage folks during the holidays where long lines are the name of the game. Rather than making consumers wait without respite, what about offering them an interactive conversation that replicated the experience of texting back and forth with friends? Here’s an example message flow:

  • (mo)  bored person texts BORED to 44144
  • (mt)  You must be 21 or older to participate. Reply with your birthdate in the following format MMDDYYYY (e.g. 11051973)
  • (mo)  02051973
  • (mt)  Get Ready for The Waiting Game. Rply SKIP to get the next Q. HELP for help. Msg&Data Rates May Apply. More: URL.com
  • (mt) What’s the funniest thing that someone is buying right now? Rply SKIP ToGetNextQ
  • (mo)  I see my friend Kurt buying a Litter Robot, but he’s a freak!
  • (mt)  What’s the weirdest thing that you bought today? Rply SKIP ToGetNextQ
  • (mo) Deluxe Prism Glasses

As you might imagine, brands can offer as many questions as they see fit. It’s also easy to design the application so that a unique mobile number won’t receive the same question more than once.

But where it gets really interesting are the integration points. Each response can be written to an xml file to do with whatever a brand or agency wanted, whether it be post to a website, use for future product ideas, post to social networks, etc. Brands could even dynamically update users’ profiles with how many questions they answered and use this information to better engage subscribers with SMS messaging in the future. And it’s all possible because of the ability to customize data management with SMS.

External Action Integration

Similar in execution, SMS’s dynamic data management capabilities can be used not just in conjunction with an SMS conversation, but in conjunction with information pulled from other user actions. For example, imagine a product release that took place over the course of one month. Throughout the release, parts of the product could be unveiled each day online (e.g. through advanced searching) and offline (e.g. on billboards or signage). Participants in the campaign could try to find these product pieces wherever they might be hidden through a type of decoding system. Once decoded, people could then text in to see if they were successful. Here’s what the message flow might look like:

  • (mo)  player texts CODE to 44144
  • (mt)  You’re the 1st person to decode today’s product piece. Well done, you’re officially on top of your game. Txt Help for help. Txt Stop to end. Msg&Data rates may apply

Again, similar to above, this information could be added to each participant’s profile and used for future marketing purposes. For our example project, the success information could be aggregated over time, published to a website for consumers to view (updated in real time), and the sponsoring brand could offer incentives according to end of campaign results.

I guess where I am going with this is that SMS’s dynamic data management capabilities really allow for the creation of some amazing applications that go beyond a simple send an SMS message to a consumer. It’s up to creative minds to push SMS to its limits. Doing so will distinguish campaigns from others in terms of creativity, uniqueness and, ultimately, competitive advantage.

Have other ideas of cool dynamic data management campaigns? We’d love to hear about them in the comments.

Published January 26, 2012 – 9:41 am by kane

Tagged: , , , , ,

Comments: 2 Comments

Augmenting SMS Marketing With Unique Codes

Last week, in case you missed it, we analyzed how zip codes can improve SMS marketing strategy. Today, let’s look at a different facet of SMS marketing often overlooked due to its complexity: unique codes.

For the uninitiated, unique codes power several SMS marketing applications, including SMS coupons and gamifying SMS marketing. Let’s take a look at some specific examples:

To augment person-person sales

For any business that has field sales representatives, unique SMS codes offer a powerful way to improve the selling process. Here’s an example message flow:

  • (mo)  rep texts MYCODE to 44144
  • (mt)  Please reply back with your five-digit seller id, e.g. 03001
  • (mo)  12345
  • (mt)  here’s your code: 54321 Please tell your customer to go to ourwebsite.com to redeem.

As you can probably imagine, the integration points are what makes this type of unique code generation so powerful. Each sales rep can be assigned a specific number of codes (you can even include another mt where the rep can check/receive their remaining code balance in real time), which he/she can use to reach his/her quota. Concurrently, management can track the distribution and redemption of these codes in real time in order to see each individual’s and team’s success in order to increase revenue for the company.

Breaking the 4th wall in video games

Now, I’m not a hard core gamer by any means, but I’ll never forget an in-game twist that occurs in the game X-Men for Sega Genesis. Basically, the game asks a player to press the actual console reset button in order to reset an in-game computer. Normally, pressing reset during a game would be blasphemy since you would lose all your progress, but a simple programming innovation provides a compelling way to bridge virtual reality with actual reality. From an SMS marketing standpoint, consider the following message flow:

  • (mo)  gamer texts CODE to 44144
  • (mt)  thanks for texting in. your key and instructions will follow shortly. text STOP to end. HELP 4 info. msg&dataratesmayapply.
  • (mt)  what platform do you want the game skin on?
    a. 360
    b. ps3
    c. pc
    reply with a, b or c
  • (mo)  a
  • (mt)  your unique key: 123456789
    instructions:
    1. go 2 root menu of game
    2. select extras
    3. select exclusive content
    4. enter unique code

Here, you can imagine another application of breaking the 4th wall that would be cool for gamers, similar to the X-Men example (without being restricted to a console). Gamer sees an SMS call to action in a video game (that’s part of the game world) that allows them to interact with a game using their own phone (the real world).

Dynamic Field Insertion

A third cool application for unique codes is not the code itself, but rather the information pertaining to the code. For example,

  • (mo) customer texts FREEMEAL to 44144 (on November 3)
  • (mt)  This offer expires 11-5. Show msg@participating stores for 1 FREE MEAL w/any purchase. Reply OFFER 4 future deals. While supplies last. 1 per person/visit.

We added the bold above (can’t bold SMS messages unfortunately). The idea is that you can customize that expiration date to be whatever you want. Maybe it’s two minutes/hours/days/years (well, maybe not years) after the person texts in. Maybe they get the message one day after they text in and are instructed that it expires six hours later. This type of functionality allows you to expand the flexibility and usefulness of given promotions.

Integrating With Websites

A final application for unique codes bridges the physical world with the online one. In this case, a person texts in and then uses a unique code online to make/complete/enhance a particular online purchase/action. For example:

  • (mo)  user texts CODE to 44144
  • (mt)  It’s possible to do your part. To sign-up for updates & receive $15 to help a a project in your area, pls. REPLY with your ZIP code.
  • (mo)  94110
  • (mt)  Welcome to The Mobile Updates! We’ll send no more than 10 msg/mo. Text STOP to end, HELP for info. Msg & Data Rates may apply. Terms at msgme.com.
  • (mt)  Welcome! To redeem your $15 voucher:
    1. Visit website.com and pick a project to sponsor
    2. At checkout, enter code: C7362GFM
    Expires 12/31/12

Using a unique code promotion such as the above, a brand has the ability to track offline engagement, online engagement, and future interaction as the end user/brand relationship grows and grows over time. A perfect best practice for SMS, digital and interactive marketing.

As we’ve stated in this space, the true power of SMS marketing is in the ingenuity of figuring out the best campaign for a brand. Pushing functionality to its limits using applications like unique codes and/or dynamic fields can be instrumental in realizing campaigns’ maximum potential.

Published January 9, 2012 – 1:32 pm by kane

Tagged: , ,

Comments: 1 Comment

Using Zip Codes To Create Custom SMS Marketing Applications

Here at Msgme HQ, one of the most fascinating aspects of SMS marketing is how message flows can be improved using simple data points. This relationship management approach to SMS marketing is crucial for the medium’s success in our opinion, and thus we love analyzing ways to use metadata effectively.

One of the most important metadata points for SMS marketing is, of course, zip code. Zip code augments SMS marketing with effective location-based targeting. The trick is to find ways that zip code can improve the relevancy and usefulness of SMS messaging.

One approach is to take zip code and transform it into a real time destination locator. This is useful in cases where folks see an ad, text in and receive a real time response for a location that is closest to their selected zip. All you have to do is upload a list of zip codes for various locations, request zip from the person texting in, do a real time look up the database (price is another useful database lookup) according submitted zip and respond with the pertinent information. Here’s an example message flow:

  • (mo – call to action)  user texts FINDSTORE to 44144
  • (mt) Welcome! Reply back with your zip code to find a <brand> location near you.
  • (mo)  94110
  • (mt) The nearest <brand> location is:
    THE BEST STORE
    475 THE BEST STORE STREET
    THE BEST CITY, CA 94110
    Phone: 4155262400
    Distance: 16.41 miles

Some of the cool applications for this type of service would be including links to maps (would have to detect OS of course). Sending coupons for the particular location would also help drive store traffic. You could also request users send their precise location’s address and respond with a nearby store in real time, effectively circumventing the high costs associated with geo-fencing. Going forward, of course, you’ll want to use this zip data to target messaging more effectively.

A second approach we have played around with is the idea that zip code can be the original keyword that people text in to a short code. This eliminates a step, and also allows for mapping of subscribers to a particular location (which is to say that you have a tie down point for the subscriber that allows you to augment your outbound messaging going forward). Here’s what the example message flow might look like:

  • (mo – call to action)  user texts 10001 to 44144
  • (mt)  Thx for texting our local branch and signing up for our mailing list. Txt STOP to end, HELP for info. Max 5msg/mo. Msg&Data Rates May Apply.
  • (mt)  Would you like to schedule a complimentary consultation at your local branch? Contact us now:Call 800-CALL-NOW
    Email: localbranch@business.com
    Visit: localbranch.website.com

One final approach that we have found interesting is the concept of an automatic sweeps entry/no entry depending on zip code. Here’s the message flow:

  • (mo – call to action) user texts WIN to 44144
  • (mt) To continue, please reply to this message with your 5-digit zip code (Example: 94103).
  • (mo) 87594
  • (mt – valid) Thx for entering! Txt JOIN & Join The Mobile Club for xclusive alerts/promos. TxtSTOP2end txtHELP4help. Msg&DataRatesMayApply.  Rules @sweepstakes.com
  • (mt – invalid) Sorry! Your state is void from participating in the sweepstakes. For complete rules please go to sweepstakes.com.

Again, the use case here has tons of potential. If a user is valid according to location you can send them a message that’s different from those people that don’t qualify. Plus, you can then segment those users as valid/invalid going forward and customize messaging accordingly.

Above all, zip codes are a great metadata point because you can verify zip so easily. You not only have the luxury of verifying that the entry is a five digit number string, but also that it actually exists. From there you can assign to a particular state, within range of a particular city/destination, or any other location application that comes to mind.

Published January 6, 2012 – 4:11 pm by kane

Tagged: , , ,

Comments: None

How to Create a Viral Sweepstakes With Social Media: Post to Social Media Examiner

Today we posted a another article to top ten Ad Age marketing blog Social Media Examiner. The post, How To Create a Viral Sweepstakes With Social Media, examines the concept of a viral sweepstakes from both an economic and practical perspective.

And, in case you missed it, please also check out our previous post on Viral QR Codes and social and mobile opt-ins. If you have comments on either article, please post them below or to the SME site.

Published January 5, 2012 – 11:56 am by kane

Tagged: , , , , , ,

Comments: None

Mobile Marketing Web Tracker Enhances CRM For SMS To Mobile Web Campaigns

Here at Msgme HQ, we are constantly trying to figure out ways to pack more punch with our approach to mobile marketing CRM. As marketing communication continues to move more and more toward targeted messaging (as opposed to pray and spray blasting), brands, agencies and technology companies require tools to effectively engage and interact with their constituent/customer base.

One of the biggest communication focal points for our clients and campaigns we have seen in the marketplace is using SMS communication to drive mobile web traffic. People’s frustration is that SMS oftentimes could use some of the CRM-ification that makes email effective – in particular the ability to track links clicked within a message.

This is how Msgme Web Tracker came into existence. We figured out a way so that marketers could actually send unique links to each person that interacts with a campaign (as opposed to one standard link that everyone clicks on) – automatically.

“Cool!” we thought. Our next step was making it even better. Well, maybe activity on this link could instantly sync to a subscriber’s profile within a mobile marketing database. Why? Ultimately mobile marketing success comes down to the strength of your mobile database since success in mobile is maximizing customer lifetime value. So by syncing web clicks to a subscriber profile, you can understand how active your consumers are (helps you figure out when to send), what types of links they end up clicking (helps you figure out how to send), how often they click on links (when you should send again), etc.  The potential to be successful increases considerably.

One last thing: now that we had a unique-to-person link with activity that automatically updates to a subscriber profile, what was out next step? Automated messaging. As we mentioned, having more information about your subscribers affords deeper insight into a subscriber’s preferences. But that shouldn’t be the end of the line. Using the Msgme API framework, we were then able to automatically trigger messages or actions depending on those subscriber profiles.

Now that’s CRM! Take a look at our one page overview for more information. And if you come across any cool use cases of developing mobile applications using the Msgme APIs please let us know!

Published November 9, 2011 – 12:14 pm by kane

Tagged: , , , , ,

Comments: None

87447 Campaign Spotlight: uShip Enables Payment Code Submit Via SMS

Today we would like to give a shout out to another company (and client) that has found an extremely innovative use for mobile. uShip, the world’s largest and most trusted transportation marketplace, announced that payment codes can now be submitted via text message.

At uShip, shipping customers can choose to pay online using uShip Payments. When they do they receive a payment code that allows a service provider to release payment on delivery.

Now, using SMS, a service provider just needs to submit the payment code to the USHIP short code (87447) to confirm the transaction. It’s a real time and seamless way for service providers to confirm payment while still with the shipper. Now that’s a mobile home run.

Speaking of real time confirmation and home runs, how about this Cardinals Rangers World Series (I mean game 6 WOW) and Bullpen-gate? Surely Tony LaRussa could have benefitted from some sort of real-time, uShip-like functionality that people were picking up his phone call. But would SMS work for managers given the gameday crowds? What about a pager for bullpens? Any other ideas of how mobile might help out?

Published October 28, 2011 – 11:10 am by kane

Tagged: , , , , , , ,

Comments: None

Social And Mobile Opt-Ins: Post to Social Media Examiner

Today we posted a another article to top ten Ad Age marketing blog Social Media Examiner. The post, What Are Mobile Marketing Opt-ins and Why Are They Important?, examines similarities and differences between social and mobile opt-ins in an effort to understand how marketers can use them effectively. The article includes a number of examples of social and mobile opt-ins and a description of an effective campaign that takes advantage of both.

And, in case you missed it, please also check out our previous post on Viral QR Codes. If you have comments on either article, please post them to the SME site.

Published October 18, 2011 – 10:28 am by kane

Tagged: , , , , , , ,

Comments: None

Mobile CRM Webinar: 6 Must Haves for Effective Cross-channel CRM

Too often people talk about marketing channels within specific silos. At worst you have email and mobile managers competing for the same customer’s attention, or social media managers with no knowledge of a brand’s opted-in database.

The preferred alternative is cross channel (as opposed to multichannel) marketing. At its core marketing has consumer-centric goals, such as driving purchasing or increasing brand equity, and not channel ones like clicks and views (more of a means to an end). In this webinar, featuring guest commentary from Constant Contact’s Michael Karampalas, we unpack exactly how companies can launch an effective cross channel strategy focused on CRM. From the Getting It Right In Mobile series.

To view the webinar presentation, download the PDF version or check it out on slideshare.

Published September 1, 2011 – 4:34 pm by kane

Tagged: , , , , , , , , , ,

Comments: None

Campaign Strategy Spotlight Series: Mobile Sweepstakes

Mobile sweepstakes provide an easy, simple means to drive consumer activity and build brand awareness by offering audiences a compelling reason to interact with mobile campaigns. Companies can leverage impressive participation rates to grow their mobile subscriber list and provide longterm CRM.

Msgme provides robust sweepstakes tools that allow you to manage sweepstakes from start to finish. Highlights include:

  • Winner selection tool
  • Web-based alternate method of entry forms (HTML widget code)
  • Calendar management for campaign flight dates as well pre / post sweeps messaging

As part of our Msgme Campaign Strategy Spotlight Series, we’ve made a short how-to video showing sweepstakes setup and implementation in your mobile initiatives:

Published August 8, 2011 – 10:54 am by admin

Tagged: , ,

Comments: None

© 2012 Waterfall Mobile, Inc. All rights reserved.

SUPPORT  |  CONTACT  |  PRIVACY  |  TERMS OF USE