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Using Zip Codes To Create Custom SMS Marketing Applications

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

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.

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

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

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.

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Happy Mobile Marketing New Year

Published December 30, 2011 – 11:02 am by kane

2011. Come and gone just like that. It’s been an amazing year and I hope everyone has an awesome holiday with their families.

As I was getting ready to say goodbye to 2011 this morning, three articles caught my eye. Again, these are the last pieces of mobile news 2011:

  1. SMS more popular than taking photos, online browsing: Pew Research
  2. Texting still king for the 234M US mobile device users
  3. comScore Reports November 2011 U.S. Mobile Subscriber Market Share

The first article polls mobile phone use across 21 countries. The findings? 75% use text messaging, vs. 50% who take picture and video and 23% who browse the internet, globally. In the US? 67% text versus 57% snapping pics/video and 43% using the internet. How about social media? 50% penetration in the U.S. My conclusion after reading the article, is pretty much summed up verbatim by the article itself: “the study notes the value that marketers can provide through SMS, which can be an important tool for reaching as wide an audience as possible via mobile and engaging in a one-to-one dialogue with new and existing customers.”

Key takeaway from the second article (which references the third) is clear: “Most interestingly, however, is the switch from browsing to application usage. In the three studies prior to this current study, more people, 42.1 percent, used their browsers to get information compared to the 41.6 percent that used apps. Now, however, applications have taken the lead by .5 percent.” For the author, it’s suggested that apps eat up mobile web time. But for me, I see it as consumers becoming more efficient in how they use their phones. Finding something on the mobile internet vs. app is becoming a matter of “what’s better for this task”, not “where do I want to spend my time.”

The third article has extremely useful data about smartphone penetration and mobile usage. Among the most notable findings is that RIM has declined almost a full percentage point in its share of mobile subscribers and more than 3% in share of smartphone subscribers in just three months. Second is that text messaging has increased its penetration into the US market by 2%, with Apps and Mobile browsing experiencing similar increases.

Note the common theme. With 2012 upon us, SMS holds significant mind and market share. Maybe it’s time to reconsider my Heisman trophy pick.

See you in 2012!

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December Art Of The Call To Action Buzz Awards

Published December 29, 2011 – 9:51 am by kane

The Buzz Awards are back! It’s that time again to take a look at the Art Of The Call To Action gallery to see which calls to action are sparking people’s interest. And again, for those who haven’t checked out the Art of the Call To Action, a complete description of the site appears in an earlier blog post.

To refresh your memory, buzz is tracked in the form of “Notes,” which are reposts or likes of each call to action. This means that Notes can denote both positive and negative feedback from the Art of the Call to Action viewers.

Here are the top five calls to action right now according to “buzz”:

  1. Dallas Fort Worth ATM And Guest Services (43 Notes)
  2. MTA Subway Customized Email and Text Service Alerts (30 Notes)
  3. FEMA Facebook SMS Call to Action (26 Notes)
  4. John Deere Online Email and Mobile Sign Up (24 Notes)
  5. eCart $25 Instant Coupon (21 Notes)

What I find interesting about this list is that two transportation-related calls to action occupy the top two spots. Clearly mobile has huge relevancy for travelers who live by that mobile device accompanying them wherever they go.

Stay tuned next month to see which calls to action receive the most buzz, as we had considerable turn around from last month (only John Deere’s online sign up remains from last month’s top five). New calls to action are added to the site every single day.

Be sure to check out artofthecta.com to buzz about your favorite (or least favorite) calls to action. We also encourage you to leave any comments or Thumbs Up/Thumbs Down on those posts which you think are particularly effective or ineffective.

And, as always, if you have or have seen calls to action that you want to see hit the buzz awards, please submit them!

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The Power of Mobile

Published December 26, 2011 – 11:17 am by kane

Two stories I wanted to share real quick that I think are pretty cool in the way they illustrate mobile’s place in the marketing world:

First is a voicemail left on our company’s support line recently. Here the text verbatim (with names/etc. removed):

Hello, I’m calling about your campaign. I wanted to know if you have any type of carry bags or t-shirt or caps so that I can wear the message – also where I can make a donation. I do not have an email address, but you can reach me on my mobile at any time. I think it’s a wonderful thing you are doing and I support it 100%. Please let me know how I can help. Thank you. 

So just so we are clear, this is a person who is moved to action by a campaign, but without email or any other point of contact other than a mobile phone. Despite what many would call “being unplugged,” the person still took the time to find out how to wear a mobile call to action on behalf of the company running the campaign.

Second is a famous Twitter feed that has over 2.9 million followers, Shi*t My Dad Says. Hilariously funny, but literally none of the Tweets could be uttered verbatim on live  television due to their, well “word choice.”

Anyway, as I was perusing through the feed, one tweet caught my attention:

So again we have a similar situation. We have a person who makes us laugh due to his hilarious take on life that stems from telling it exactly like it is, even to (or at the expense of) his son.

Amidst all of that, this gentleman took a second to note a mobile call to action, think it was noteworthy, realize the potential of his son’s technology “doohickie” and ask him to get people involved. To me that says, that this person realizes that anybody could support Haiti using mobile quickly and efficiently.

Awesome.

Happy holidays everyone.

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5 Strategies That Will Shape Mobile Marketing Success in 2012

Published December 22, 2011 – 10:38 am by kane

Looking forward to 2012, now that we have a sense of the 2011 mobile marketing Heisman trophy candidates and the 2011 mobile trends to track in 2012, there’s only one thing left to do: identify how to be a successful mobile marketer in 2012.

Below are the 5 strategies we think most important. Please share any thoughts or ideas about mobile marketing success in 2012 to the comments, as we would love to discuss. 2012 is going to be quite an exciting year.

1) Use Incentives To Drive Engagement

Incentives can take many forms: push, pull, monetary, non-monetary, social pressure, etc. The secret is to think hard about exactly why people will engage with a mobile campaign no matter what the context.

Once such example of this type of thinking is the Instant Win (pdf) campaign. Here, every single person that engages with the campaign wins something (no matter how small), with the chance to win something really exciting/valuable/meaningful. Any barrier to entry created by people who choose not to engage because “nothing is in it for them” effectively breaks down.

Think about this feature as a means to drive in-store traffic or bodies to an event booth. Giving everyone a concrete reason to engage in person (as opposed to a less concrete reason like “chance to win”) is an innovative way of viewing incentives and mobile engagement. In 2012 mobile will be won by those who most effectively drive engagement (NB: we can’t stress enough – incentives don’t need to be “win a trip to Cancun.” Well thought out non-monetary incentives (e.g. “be the first to know,” “receive exclusive access”) can be just as effective).

2) Take Advantage Of Any Opportunity To Enhance CRM

Mobile marketing, just like all marketing, is about one thing: DATA. Data provide marketers with their most powerful tool for persuasion.

The concept of a mobile web tracker illustrates this concept well. By segmenting consumers according to the actions they take, and delivering a message accordingly, CRM becomes a part of mobile web marketing.

In 2012, look for ways to create and analyze data for all your mobile marketing campaigns. Never be satisfied with the amount of information you can gather, as technology providers will be happy to innovate right alongside you.

3) Deliver Cross-Channel Engagement

When can 1+1=3? Before the M&A folks get too loud, let’s offer another alternative: marketing communication channels. By integrating communication channels, marketers not only get the ability to initiate conversations across different mediums, but also a means to make mobile campaigns more innovative.

Enter the concept of subscriber opt in forms. Installed onto any media (e.g. emails, Facebook pages, websites), they can instantly map subscribers from one channel to others.

In 2012, focus on finding out not only who consumers’ identity, but where they engage. Combine these two findings into an opportunity to launch multi-faceted communication campaigns that dip into the strengths and avoid the weaknesses each communication channel would possess if left to its own devices.

4) Bridge Physical And Digital

The best part about a mobile phone, as opposed to a tablet or desktop computer, is that it’s with a person all the time. Thus, mobile marketers have a unique goal: transform all those moments spent away from other technologies into revenue.

In 2011, those black and white pixelated images QR codes introduced themselves into everyday lexicon. When done right they can be extremely powerful. When done wrong, well they just open the door for other technologies that do the same thing.

In 2012, look for opportunities to bridge the physical and digital better than anyone else. Combining incentives, clarity, a clear strategy and solid design will ensure that your calls to action are effective.

5) Focus On Monetizing Subscribers Lifetime Value

We don’t need to go in much detail on this one (though here it is if you need it). The point is that a one-off campaign is not going to cut it in mobile marketing. You’ve got to initiate an ongoing conversation to take advantage of the interactivity and immediacy that characterize mobile device communication.

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Top 4 Mobile Marketing Industry Trends Affecting 2012

Published December 19, 2011 – 2:27 pm by kane

Recently, we ran a piece analyzing the various Mobile Marketing Heisman Trophy candidates for 2011. This was a shout out to those 2011 mobile marketing initiatives that made the biggest splash from a consumer and mainstream headline media perspective.

Today we’re taking a different approach: as we look back on 2011, here are the key 2011 trends that will have the biggest impact on the business side of mobile marketing in 2012:

1) Industry Consolidation

2011: In 2011, several mobile marketing companies including iLoop Mobile, Air2Web, and Hipcricket all got gobbled up by various industry players. What was interesting about these acquisitions is that companies were integrated for their expertise in a particular space/industry. This might sound like a no duh sort of statement, but I think the industry consolidation shows that no mobile marketing company can do everything well. More and more companies are realizing that they need to look at best-in-breed providers in a particular space, as opposed to a one stop shop that has attempted to build everything in house.

Outlook for 2012: In 2012, you are going to see if those companies that did purchase players can integrate these companies and teams into their current culture effectively. You are also going to see more and more acquisitions in the space as companies try to find assets that will help make them more competitive in the battleground that the mobile marketing industry becomes more and more each day.

2) Digital Messaging Takes New Forms

2011: As described in the Heisman Trophy awards, Apple, Android and Facebook all announced messaging offerings to captivate the minds of the world’s mobile messagers (latest stat: 7 texts per hour by teens). Unlike SMS, voice and MMS, these mobile messaging offerings go through the data network, as opposed to the carrier infrastructure. Given the ever increasing grip smartphones have on the American cell phone ecosystem, these messaging channels if nothing else are on the mobile marketing radar.

Outlook for 2012: Look for marketing technology companies and marketers to start integrating these emerging digital messaging channels (push being another example) into their ecosystem much more directly in 2012. Given the cost advantages and App integration that these message channels provide, they cannot be overlooked and those companies that take the smartest steps forward will reap considerable advantages over their competitors.

3) The End of Mobile Marketing “Taking Sides” Discussions

2011: So much of 2011 was taken up with conversations that basically boil down people arguing about two competing channels, for example “App vs. Web?”, “Twitter vs Facebook?”, “Desktop vs. Tablet?”, etc. In an effort to get a stake in the ground, many people bantered back and forth over what specific channel would be most influential for mobile marketers.

Outlook for 2012: As I’ve written before, these arguments are going to shift in 2012 into “How do you use a certain channel most effectively,” and eventually culminate into “How do you integrate your marketing communication channels most effectively.” The reason being that marketing in the digital age is not about following one formula (e.g. “Do apps and you will succeed!”). It’s about innovating around a customer base in order to deliver the right message (segmentation), at the right time (targeting) at the right place (location services) in the right format (channel). This formula won’t be the same for all customers since video gamers communicate differently than car shoppers than clothing purchasers than beer drinkers than movie goers, etc. Anybody advocating for web over app will be quickly dismissed as so 2011, while the rest of the strategists explore ways that each channel can complement the other.

4) Mobile Marketing Goes Beyond the Novelty of the New

2011: In 2011 a large majority of mobile initiatives felt more like marketers dipping their toe in the water than actual campaigns. There were two reasons for this. The first, which I have previously characterized as the novelty of the new, occurs as a result of people in board rooms exclaiming, “We need to do mobile! How about throwing a QR code on our next ad?!” This is to say that people wanted/needed to do mobile and just got their feet wet as quickly as possible. This isn’t a bad thing, but unfortunately results in some campaigns that seem unorganized (check out the Art of the CTA for examples). The second reason is because people threw mobile into their media buy category (along with television for example) instead of taking a customer lifetime value perspective. Again, not a bad thing but given mobile’s interactivity not a long term solution.

Outlook for 2012: The percentage of mobile marketing campaigns that feel experimental vs. tactical will shift immensely. As mobile continues consuming consumer time and attention, companies will start making serious decisions to push their mobile strategy beyond early adopters and innovators into penetrating the pragmatic majorities so crucial for long term success.

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Announcing The 2011 Mobile Marketing Heisman Trophy Candidates

Published December 12, 2011 – 4:57 pm by kane

As you may have seen, Robert Griffin III won the 2011 Heisman Trophy on December 11th. Big ups go out to him on his outstanding season.

The reason I like the Heisman Trophy is that it’s a solid example of a time capsule for each college football season. This is to say that looking over the Heisman nominees from each season, you can capture who mattered most to college football (despite anything that happened later on).

Which brings us to mobile marketing. 2011 was an outstanding year for tons of mobile marketing initiatives, trends, technologies and strategies. But only a few of these can really be considered for the Heisman. Based on an internal survey we did among colleagues and friends, here are 6 aspects of mobile marketing that had the biggest impact on the 2011 mobile marketing landscape:

1) QR Codes

  • Overview: With stats like 4000+ percentage usage increase just three months into the year, QR Codes put themselves firmly on the map in 2011
  • Signature ability: ability to implement everywhere and anywhere no matter the brand or business
  • Biggest flaw: too many examples of poorly designed codes
  • Football analogy: extremely talented running back who shows brilliance but tends to fumble every now and then

2) iMessage, Android Messaging and Facebook Messenger

  • Overview: People got really excited this year as Apple, Google and Facebook all will offer messaging products for cell phones.
  • Signature ability: mobile-2-mobile messaging without the carriers
  • Biggest flaw: unclear how brands/companies can use these communication channels effectively
  • Football analogy: strong safety on large market team who does some amazing things on defense, but doesn’t have the offensive stats usually required to win the Heisman

3) SMS Database Marketing

  • Overview: Brands use SMS as a backbone for their mobile marketing strategy; especially effective when used in conjunction with CRM
  • Signature ability: Ubiquitous and instantaneous
  • Biggest flaw: no rich media
  • Football analogy: quarterback who dominates day in and day out, though doesn’t have as many flashy, highlight-reel acrobatics as other players

4) Hyper local marketing

  • Overview: Marketers became even more excited about the potential of location-based services, with things like check-ins gaining less steam but things like NFC, geo-fencing and augmented reality turning up in conversation more and more
  • Signature ability: Developing and driving local consumption
  • Biggest flaw: complicated technology; yet to emerge
  • Football analogy: running back who lost a couple of aspects of his game due to evolving defenses, but who adapted and displayed significant potential and upside throughout the year

5) Push notifications

  • Overview: in-app messaging used to distribute updates and information once an app is downloaded
  • Signature ability: Real time communication
  • Biggest flaw: Not permanent on a mobile phone
  • Football analogy: speedy wide receiver on a talented team who disappears at times

6) Mobile Web & HTML 5

  • Overview: the mobile web continued to add functionality and user-friendly features to make mobile browsing more robust
  • Signature ability: Easy for consumers to use and understand
  • Biggest flaw: Vast
  • Football analogy: talented quarterback who continued to add crucial dimensions to his game, but runs tons of plays with other very skilled players (making his success perhaps less impressive).

What do you think? Did we miss any other nominees? Who should win the mobile marketing Heisman? Please post your thoughts to the comments.

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Summary of Direct and Interactive Marketing Findings From DMA

Published December 12, 2011 – 4:11 pm by kane

The DMA and Winterberry Group recently released a Quarterly Business Review analyzing Economic Trends in Direct and Interactive Marketing. The findings compiled data from 293 surveys split evenly across suppliers and marketers (56%, 44% respectively). Let’s take a look at some of the findings:

To what extent have marketers adjusted their direct/digital marketing spend?

To what extent will marketers adjust their direct/digital marketing spend?

To what extent has marketers’ direct/digital and related marketing revenue changed? 

To what extent has marketers’ direct/digital and related marketing profitability changed?

To what extent will direct/digital and related marketing profitability change in the future?

Here’s what I notice about the survey’s findings:

  • Outlook appears very strong for digital marketing. Though it would be nice to see the split between mobile/email/social/etc., there’s a clear trend that marketers are increasing investment now and in the future (and confirms our earlier findings).
  • The average of all the “Decreased+ (i.e. “Decreased Significantly”) is 2.89%. The average of all the “Increased+” is 11.56%. This tells me that for those bullish+, they see a clear opportunity. For those bearish+, they are more hesitant to pull back.
  • The overwhelming majority holder for each scenario is “Same,” with an average of 38.67%. This tells me that a lot of marketers are in a holding pattern, waiting for an opportunity. If you are a vendor/service provider, this should scream to you that people are looking for powerful and innovative solutions.
  • The second majority holder for all categories is “Increased,” with an average of  30.56%. People are tracking and seeing clear incremental gains with their mobile marketing spend .
  • The combined average of negative feedback (either Decrease+ or Decrease) is 15.67%. Marketers are looking at direct/digital marketing as the wave of the future (confirming previous findings as well).

What do you notice? Please let us know by posting to the comments.

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Bronto Blog Post: 7 Last Minute Mobile Marketing Tips For the Holidays

Published December 6, 2011 – 5:28 pm by kane

Today we posted the latest in a series of mobile marketing articles to the Bronto Blog. The post, “7 Last Minute Mobile Marketing Tips For The Holidays,” highlights best practices for email and mobile marketers alike.

Pop over to the Bronto blog and check out this post, along with all the other great content from the Bronto Blog. Happy Holidays!

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