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Listing posts tagged with: waterfall mobile

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

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December Art Of The Call To Action Buzz Awards

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!

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

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Top 5 Buzzed About Calls To Action From Artofthecta.com

With November coming to a close, it’s time to check in on the buzz rankings from our Art Of The Call To Action gallery. For those who haven’t scoped it out yet, you can find a description of the site here.

Each month we’ll post a list of the top five calls to action, according to buzz in the form of “Notes.” Keep in mind that Notes can represent both good and bad feedback, so the more Notes for a post the more reactions it has received. Hence “buzz.”

Given that this is the inaugural post for Art of the CTA buzz recognition, we wanted to bullet out two months, September and November 2011. Without further ado:

September 2011:

  1. Gamestop Grand Theft Auto Text To Win Sweepstakes (20 Notes)
  2. Austin Capital Metro Transit QR Code For Info (20 Notes)
  3. John Deere Online Sign-up Form To Join Email and SMS List (18 Notes)
  4. KTBC Channel 7 News Text Poll (16 Notes)
  5. AT&T Bracket Town SMS Poll (14 Notes)

November 2011:

  1. Groundhog Day Text Update From Punxsutawney Phil (21 Notes)
  2. Candie’s Britney Spears Text To Win Sweepstakes (15 Notes)
  3. MTA NYC Text For Subway Times (14 Notes)
  4. Forever 21 Times Square Text To Join Mobile Club (11 Notes)
  5. ALS Therapy Development Text To Donate (7 Notes)

Check back at the end of each month for future updates and go to 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, if you have or have seen calls to action that you want to see hit the buzz awards, please submit them!

Published November 29, 2011 – 12:10 pm by kane

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2011 LA MMA Forum Wrap-Up

Wanted to post a quick wrap from the 2011 LA Mobile Marketing Association Forum, as Matt just got back with a number of great stories about the show.

First off is the caliber of mobile industry thought leaders at the MMA events. For those interested in mobile marketing, few conferences can offer access to 500+ cross-discipline, industry thought leaders. Our favorite part of this year’s forum was hearing top brands like Microsoft, Target and Jet Blue share their insights about what is and is not working in mobile.

Speaking of people sharing insights into mobile, Gene Simmons made his second mobile appearance in three months. He again espoused on his belief in the necessity of connecting mobile, online, print and other marketing platforms. It was also fun to see Los Angeles Mayor Antonio R. Villaraigosa stop by and encourage us to take in all of the mobile action taking place in LA (and to shell out some dough to support his city ; ).

Finally, congratulations are in order for Participant Media and TakePart. They won a bronze medal from the MMA to honor the Waiting for Superman campaign. You can view a gallery of the award winners here and we posted some pictures from the event below.

Next event this year is AppNation, November 30-December 1 in San Francisco. Hit us up if you are going to be in town and would like to meet up.

Waterfall’s Matt Silk and Participant Media’s Wendy Cohen, joined by Digimarc’s Craig Brandis (podium) and JetBlue’s Jonathan Stephen (far right)

Heavy hitters included Former Target Head of Marketing Barbara Hagen (left) and Microsoft Director of Product Management Mario Ribera (right)

Published November 21, 2011 – 11:56 am by kane

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Mobile Marketing Fall Conference Update

It’s a busy (and fun) time of the year for mobile marketing: conference time. As we announced a couple weeks ago, Waterfall’s Matt Silk is presenting our Waiting for Superman case study at the Los Angeles MMA Forum tomorrow with Wendy Cohen from Participant Media. If you have questions for Matt and Wendy that you would like us to pass their way please let us know.

Last week we attended two conferences in New York City: Ad:Tech and Customer Engagement Technology World. Both focus on how technology can benefit marketers and marketing strategy. Here are some of the highlights from each show:

Ad:Tech

We love coming to Ad:Tech as it’s just a monster event for digital marketers. The exhibit hall was packed with attendees Tuesday and Wednesday (literally overwhelming), and we enjoyed meeting up with everyone at the various conference social events. Folks we caught up with included our friends at Mobile Messenger, Axciom, Engage121, Has Offers, MobileApp Tracking, Experience Advertising and Velti.

Between the “Mobile Marketing Zone” and numerous sessions and keynotes addressing mobile’s role in today’s marketing mix, mobile marketing once again resonated throughout this year’s show (if you’re interested have a look at Ad:Tech’s Mobile Guide).

QR codes were everywhere, but 100% only accessible to smartphone users. This was disappointing given that 3G in the exhibit hall was terrible. Would have been nice to have alternative ways to engage with the brands represented at the show.

Special thanks to Merkle for hosting an event at Hotel Gansevoort and Women in Wireless for their event at the Soho House.

Customer Engagement Technology World

Similar to the show in April, mobile is grabbing more and more attention for customer engagement marketers. Whether signage software or hardware companies, all are embracing the benefits of incorporating mobile calls to action. Some of the companies we enjoyed meeting included Pay-ease, Saddle Ranch Digital Inc., Nanonation, Omnivex and ComQi.

QR codes made an appearance on CETW’s exhibit hall floor as well (in addition to being included as a product offering by the signage companies). Was awesome to see companies building a way to connect users to the on-screen experience.

 

Published November 15, 2011 – 5:59 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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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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