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Listing posts tagged with: mobile marketing

Stats: Mobile Subscribers, SMS, MMS, Mobile IM, Mobile Email Through 2015

The other day I came across data from a report by Portio Research, Mobile Messaging Futures 2011-2015. I thought it would be fun to break down the data and see what (if any) conclusions we could draw.

The first stat that struck me was the number of mobile subscribers across five major global regions:

What strikes me about these stats is how flat each of the lines are (except for Asia- Pacific of course). What this means to me is that mobile penetration in not just the the U.S.A. (obvious), but also in other regions is nearing full capacity. It also means that, despite significant penetration to date, there are still a ton of non-mobile citizens in the Asia Pacific Region.

The next statistic that caught my eye is the number of mobile email users:

Looks like significant growth across all the regions through 2015. That said, being a math person, when I see two numbers I like to divide them (shout out to an accounting professor of mine). Here’s what the percentages look like when we divide number of mobile email users by number of mobile subscribers:

As you can see, mobile email majority penetration in the USA is coming up quick, as in next year (non-coincidentally I suppose in line with smartphone penetration stats). That said, Europe doesn’t even look to see majority mobile email percentage until after 2015 – despite being the second most mobile-email penetrated region in the world.

Let’s do the same exercise with the next stat listed in the study: Mobile IM. (For those curious, mobile IM is sending messages via a data plan as opposed to via the carrier network). Here’s are raw figures for number of users:

Dividing into number of mobile subscribers we get:

Similar trend as before, except mobile IM doesn’t look to hit majority for any region until 2014. Clearly, mobile email will become a crucially important marketing channel before mobile IM.

Next figures on the list are where things really start to get interesting: SMS and MMS. Here are the raw figures for both messaging types:

Notice that we switched from millions to billions as our graph unit. As we have pointed out before, SMS and MMS look to demonstrate significant growth in both APAC and North America through 2015.

What’s even more striking, at least in our opinion, is dividing these SMS figures into the mobile subscriber numbers. Here’s what you get:

I was surprised too when I first did the calculation. That’s right, according to Portio Research, SMS traffic through each mobile subscriber in North America will eclipse 10,400 (per year) by 2015. That’s up from 8,717 in 2011. And MMS through each North American subscriber in 2015? 381. This is to say that in 2015 the amount of SMS traffic per North American subscriber will be 27 times that of the amount of MMS traffic. Or that SMS traffic per mobile subscriber per month will be roughly 870, or 30 per day.

Published November 18, 2011 – 1:12 pm by kane

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Government Mobile Marketing Industry Guide

Enormous opportunity exists for government agencies to take advantage of mobile. But tackling this endeavor without a roadmap can be overwhelming.

That’s why we put together our Government Mobile Marketing Quick6 LookBook. It answers three questions:

  1. Why government and mobile?
  2. What examples are out there that government marketers can learn from?
  3. What are best practices for government mobile marketing initiatives?

Click here to download this government mobile marketing guide. For more resources about government mobile marketing, we also encourage you to take a look at Art of the CTA for government-related social and mobile calls to action.

 

Published November 10, 2011 – 11:32 am by kane

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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

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Art of the Call To Action

Think for the second about the meaning of the word “art.” On one hand you have “art” in a very graphical sense, as in “This drawing is a beautiful piece of art.” On the other, you have “art” in a philosophical sense, as in “Have you read Sun Tzu’s Art of War.” That said, both meanings overlap considerably. People in art galleries love philosophizing about inner meanings of how eyes move through colors on a wall. It’s not hard to picture military generals describing battlefield memories as if they were painting a canvas. It’s not so much a word with a dual meaning, but a word with one meaning that has multiple tones.

In the mobile marketing world, no where is this more true than a call to action (CTA). To achieve success, you need both a visually pleasing graphical design and a dynamite executed strategy. Creating a successful call to action truly is an “art.”

That’s how Art of the CTA came into being. Throughout our everyday mobile lives, we constantly come across mobile marketing calls to action, enticing us to engage with a brand. Art of the CTA presents all of these in one place, navigable so that we can share best practices, understand ineffective tactics and draw design inspiration from what falls easily and/or harshly on our eyes. The Art of the CTA site is meant for anybody looking to learn, experience – even have fun with mobile marketing.

Here’s a quick user’s guide to the site:

Tags: There are four tags for each call to action: industry,  placement, type, and communication channel. By clicking the more button from the home page, you will reveal additional tags you can use to filter the gallery. This way you can easily drill down on those CTAs that are most important to you.

Comments: for each CTA, there is an overview of what was a strong point and could be improved. These are opinions, meant more to be discussion starters than anything else.

Feedback: By clicking on an individual CTA (for example), you reveal the CTA detail page. From here you can add additional comments, and like/dislike each call to action. Each month these will be checked to see which calls to action are the top user picks.

Archive: By clicking on Archive in the bottom left corner, you can see a completely graphical display of each CTA. From there click on an individual image to see the full detail.

Submit Your Own: through the site, you can actually submit calls to action you find to the gallery. Any digital image of a CTA will work, whether website screen capture, cell phone picture, or whatever is easiest.

Again, the site is artofthecta.com. New calls to action will be added to the gallery each day so check back whenever you are looking for inspiration, ideas, things to avoid or just your call to action fix.

Mobile is a fascinating world filled with art – of both types – and we can all learn from each CTA we come across. So, tell us, what’s your favorite?

Published November 7, 2011 – 7:18 am by kane

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Mobile Marketing CRM Stats Update

For whatever reason, a wave of stats hit the wires today. Let’s take a look at each briefly:

The first is Android Still Most Popular Smartphone OS, iOS Holds Steady In Second Place. From Nielsen, it breaks down US smartphone and mobile operating system penetration.

Smartphone Penetration

What’s interesting to note here is that smartphone penetration is more or less keeping pace with the somewhat slowed down analysis that we explored in this space recently. So it’s not looking like smartphone penetration will hit the 50% mark that many touted toward the beginning of the year. We’ll be there soon enough though.

Mobile OS Penetration

Of note here is Android’s growing market share in the face of RIM’s declining market share. RIM looks to be where people are stealing share as other OS providers pretty much remained constant (for the record Windows makes up 7% of the 11% Other).

One point to clarify in the above analysis. These figures represent operating system, not actual hardware/handsets. According to the same source, Apple’s iPhone still controls 28% of the handset marketing with the iPhone (though no data on iPhone 1 vs. 4).

Speaking of breakdowns, Nielsen also released Smartphone penetration by Age Group.

Of note here is that 25-34 year olds have blown the 50% smartphone penetration mark out of the water.

Smartphone Penetration by Age Group

As you can see, 25-34 year olds are now over 60%, up from 41% just four quarters ago. Looking at the change in percentages across the board, you have 25-34 +21%; 18-24  +21%, 35-44 +18%; 45-54 +14%; 13-17 +14%; 55-64 +13% and 65+ at +6%. Clearly, young adults are rapidly scooping up smartphones, demonstrating their importance for the industry going forward.

Finally, since we know at this point that social and mobile seem to run is similar crowds, Nielsen released the reasons that people engage with brands on social networking sites. Here are the findings:

What is the primary reason for following/liking a brand, company, celebrity on social networking sites in the US? 

As we have stated, marketing execution is the name of the game. Doesn’t matter if you are talking about email marketing, direct mail, mobile or social. Without providing a clear incentives for people to engage with your brand, you will not see as much uptake or success.

Published November 3, 2011 – 1:32 pm by kane

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Waterfall Mobile And TakePart To Present Award Winning Case Study At Mobile Marketing Association Forum in Los Angeles

Today we would like to congratulate TakePart, Participant Media, and DonorsChoose.org, as the Mobile Marketing Association has named the Waiting For “Superman” campaign as one of four finalists in the Social Impact category for the 2011 MMA Global Mobile Marketing Awards. Winners, including Best Overall Campaign, will be announced on November 17 at the MMA Global Awards Gala in Los Angeles.

Speaking of the MMA Event in Los Angeles, on November 16 Waterfall’s SVP Matt Silk will be presenting the Waiting for “Superman” Case Study along with TakePart’s Director of Digital Campaigns & Community, Wendy Cohen, in a keynote presentation titled: “Waiting For “Superman”: How Mobile Is Helping Change the World.”

For those of you who are going to be in Los Angeles please contact us so that we can meet up. If you are looking for discounted passes, please give us a call and we’ll can help get you one straight away. It should be an amazing event to wind down what’s been a terrific year for mobile marketers.

Again, congrats to all involved for the honor bestowed upon the Waiting For “Superman” campaign (click to read the case study!). We look forward to presenting, finding out the winners and meeting up with those of you in LA in two weeks.

Published October 31, 2011 – 2:40 pm by kane

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Mobile Coupons Webinar: How To Extract Maximum ROI From mCoupons

Mobile coupons make perfect sense from a conceptual standpoint. Rather than clipping coupons with scissors, consumers can download coupons onto their mobile phone and access them 24 hours a day, 7 days a week. A powerful idea. Where mobile coupons can get tricky is from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.

You can also view the slides of the webinar on Slideshare @ http://www.slideshare.net/msgme.

 

Published October 26, 2011 – 12:30 pm by kane

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44144 Campaign Spotlight: Clorox’s Power a Bright Future

Special recognition today goes out to Clorox’s Power a Bright Future campaign. We think it’s an excellent example of intelligent and thoughtful marketing.

The Power A Bright Future Program, now in its third year, provides U.S. students more chances to play, create and explore by awarding four $25,000 grants and one $50,000 grant to fund vital educational development initiatives.

The campaign kicked off August 19 through October 17, during which time people could nominate schools to be included for consideration. Starting Monday October 24, people can now vote in support of their favorite initiative. Voting lasts through December 9.

For the first time this year, supporters can vote via text message. Each nominee receives a unique code that they can promote throughout their community. By texting a unique code to the short code 44144, participants can register a vote (as much as once per day) for their preferred initiative. Said Clorox associate PR manager Molly Steinkrauss about this new voting channel,“Since teens are sending 3,339 text messages per month we know that texting is huge with this audience and wanted to tap in to their use. Text message campaigns are on the rise and Clorox is staying current with this demographic by adding this campaign element.” Participants can also vote online via the powerabrightfuture.com website and mobile site.

Another cool aspect of the campaign is the promotions page. Beyond being extremely useful for schools needing to promote their campaigns effectively, the writeable PDFs and Word docs are great examples for marketers in general looking to understand how to create effective calls to action across social and traditional media.

Last year, Power a Bright Future received 1.6 million votes. Grand Prize went to Metrolina Christian Academy in Indian Trail, NC, which never had the means to construct playing fields despite supporting 11 sports and 26 athletic teams. Thanks to the support of voters, Metrolina Christian Academy can finally realize its dream of hosting home games to play in front of their fans. Other winners from last year included Miami’s Archimedean Middle Conservatory, Charlotte’s Collinswood Language Academy, and Vancouver WA’s Mountain View High School.

1,577 Play, Create and Explore projects are hoping for your vote this year. So get to the website, bust out your mobile phone and support our nation’s students. As Clorox states on their site, “Together we can give students the tools and resources they need to thrive in school.”

Published October 26, 2011 – 11:59 am by kane

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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

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