First-time Mobile Marketing: What Challenges You?

Over the last decade, mobile marketing has flourished, journeying from mere mobile ticketing to mobile banking, text message recruitment, news updates, and much more. Many businesses and marketers are now making their own first foray into mobile marketing. So what are the challenges of partaking in mobile marketing for the first time?

One of the challenges of mobile marketing is actually one of the simplest advertising principles: learning how to define your target audience and campaign strategy clearly. Yes, mobile marketing is still dependent on the basic principles of successful advertising, which often boil down to careful planning. Defining a target demographic plays a large part in this, because different target demographics find value in different kinds of mobile marketing. One of mobile marketing’s key facets is its tailor-made application, so those new to mobile marketing have the responsibility to make their campaigns as relevant to the customer as possible.

One other challenge facing those new to mobile marketing is mobile fragmentation. With a wide range of specifications, protocols, and devices used around the world in mobile marketing, it can be difficult to determine the most appropriate device(s) to carry a promotion. Hint: region profiling helps you determine how your new mobile marketing campaign should be carried out.

Another vital thing in mobile marketing is customer awareness. Letting the world know your company is out there is easier when you integrate mobile marketing with other strategies such as online, radio, or outdoor advertising. Those new to mobile marketing should enjoy its capacity to be fine-tuned while the campaign is live. This enables the optimum audience interaction: adding a mobile marketing keyword to existing advertising usually increases ad response by 2-3x.

Many of the challenges for those new to mobile marketing seem like completely new battles. However, at heart they are the same principles of best practice for any kind of marketing, and adapting them to mobile marketing will greatly boost the success of your first campaign.

This article was written by Alex Speirs of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Opinion | Tagged , , | 23 Comments

Should I Integrate My Traditional and Mobile Marketing?

Mobile marketing is a worldwide phenomenon in its own merit. It transcends ages, cultural backgrounds, and personal interests. In short, mobile marketing is a global medium. However, many advertisers and organisations are now asking, “Should my mobile marketing be separated or integrated with my existing marketing strategies?” Let’s take a closer look.

In considering this question, it seems appropriate to consider what other mediums there are for mobile marketing to integrate with. Television is one of the world’s most powerful media formats and it has been integrated with mobile marketing for some time; with American Idol and MTV using texting for voting, opinion polls, push text promotions. Research shows that a staggering 86% of mobile internet users interact with their mobile whilst watching television, meaning that mobile marketing promotions on television programs will not only receive large customer response, but also immediate interaction.

Radio and outdoor signage also offer a strong partnership for mobile marketing. The majority of radio listeners are away from home Internet and landline connections, meaning that they are more likely to respond to a campaign’s call-to-action via their mobile phone. Mobile marketing radio promotions, such as text-based contests or mobile coupons, can drive immediate customer responses to your campaign.

On the other hand, outdoor signage was integrated with mobile marketing by American retail giants Bloomingdales, at their Lexington Ave store. The store set up a mobile voting system for a new window display, receiving 100’s of votes every day: proving that customers are willing to interact with retailers via mobile.  Such mobile marketing initiatives can go even further when signage promotes ‘text-to-win’ offers. This type of mobile marketing campaign typically receives 2-3x the responses of a traditional advertising campaign.

Social media such as Facebook and Twitter have also taken mobile marketing to a new level.  In February 2011, mobile marketing company Hipcricket released HIP 7.0, the latest version of its software-as-a-service (SaaS) which features integration with Facebook.  According to Alison Diana of Information Week, the software uses mobile marketing to allow advertisers to “capture multiple levels of opt-in data – such as email addresses, phone numbers, and locations – from Facebook Pages’ fans.” The benefits of this are self-evident.

In looking at the array of advertising mediums, it seems probable that mobile marketing will integrate more and more into existing advertising strategies, to create new methods of interaction.  However, I suggest caution: mobile marketing should only be integrated if it offers additional features to the existing strategy.

This article was written by Alex Speirs of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Opinion, Q & A | Tagged , , , , , | 201 Comments

Is Mobile a Medium or Merely a Strategy?

Mobile.  It is one of today’s most formidable and successful marketing tools.  Mobile is innovative, it is evolving rapidly, and it holds a wealth of potential for future development and success.  However, as one of the world’s leading advertising markets, it holds a certain degree of ambiguity when it comes to defining it.  That is to say, is mobile a medium, or is it merely a strategy?

Well, let us try to break it down a bit before trying to answer.  First, what are the respective definitions for the terms ‘medium’ and ‘strategy’?

  • A ‘medium’ can be defined as “a publication or broadcast that carries advertising” or “a channel or system of communication, information, or entertainment.”

If there is anything that these two definitions tell us, it is that there is a good reason why defining mobile has been difficult.  Both definitions seem to neatly correspond to the nature of mobile as a marketing tool.

I myself use both terms when discussing mobile commerce, however, I often break down my use of the terms based upon certain elements.  I personally see mobile marketing as a medium.  Like Television, Radio, Signage, Print, Internet and so on, Mobile is an independent channel through which advertising campaigns can be undertaken.  I believe the term ‘strategy’ refers mostly to the specific and unique thinking, planning, and resources attributed with an advertising campaign.  In the case of mobile, marketers will develop a strategy with mobile as the medium, and therefore, the strategy is a mobile strategy.

If we continue further with the conceptions of mobile marketing and its integration with other advertising forms, the idea of mobile as a ‘medium’ in my mind is made even stronger.  ‘Mobile’ is termed ‘mobile’ because of the devices in which campaigns are executed. Cell phones, Smartphones, Blackberrys, Tablets, the list goes on, but what all of these devices clearly trigger in the mind is a sense of mobility.  It is my belief that this mobility defines the medium as ‘mobile,’ and as this medium is ‘mobile,’ marketers have to establish strategies specifically in order to achieve the desired outcomes from this medium.

Of course, defining Mobile as a ‘medium’ or a ‘strategy’ is far more than toying with semantics.  I propose that to define mobile as merely a ‘strategy’ would seriously demean its legitimacy as an advertising agent.  Mobile is one of today’s most dominant, successful and global advertising solutions.  It is constantly adapting and evolving to suit customer demands and is revolutionising the world of commerce.  Somehow, I do not believe a ‘strategy’ could be credited for this.  Mobile advertising is a medium, through which communications, entertainment, information, video, photos, social networking and so much more can be relayed. It is a medium that has brought the world of commerce into a new era, and a medium that continues to push the imagination of the mobile marketing world.

This article was written by Alex Speirs of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Opinion, Q & A | Tagged , | 9 Comments

SMS Marketing Campaigns: Text Reply vs. Email Reply

The typical SMS marketing campaign: A customer sees your ad, which features an SMS call-to-action (something like ‘text CAR to 19 33 33 for a test drive’). The customer sends a text to your number, and gets an automatic SMS reply. SMS marketing campaigns all work this way, right?

Well, no. It’s true that almost all SMS marketing campaigns reply to customers via text message. But you can also send an email reply at the same time as the text reply. So what’s the difference?

Automatic text message responses are the most common way to confirm a customer’s response to your SMS campaign. They are immediate, succinct, and go directly to the hand of the customer. They are also the easiest form of reply to set up. The cost to send reply texts to customers varies between providers. With TXT2GET, it is free.

When added to an SMS campaign, email replies can send extra information that can’t fit in a reply text, including graphics and links to Websites or social media. Adding an email reply takes a bit longer to set up, but it is useful for campaigns that need to send graphics or a bulk of information, such as real estate campaigns. Additionally, email replies go to the customer’s computer, which can be useful if you want to encourage them to engage with your online presence. Some SMS providers charge extra to send an email reply to a customer, but with TXT2GET it is free.

We have put together some instructional videos with more information on setting up a campaign. View the video on setting up a text response campaign, or the videos explaining how to set up a basic email response or an advanced email response. Alternatively, visit our Web page to see the 5 steps to create a text marketing campaign.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Q & A | Tagged , , | 29 Comments

Mobile Payments: Google vs. Apple in New Mobile Marketing Tool

Google released the news yesterday that their new mobile marketing venture is to create a mobile payment system, possibly for release before Apple’s.

Read another article on this news from Mobile Commerce Daily.

Google’s mobile marketing tool will let people make in-store purchases using their Android mobile phones, instead of cash. This isn’t the first mobile payment system ever invented, but it matters because unlike other mobile marketing payment tools, it’s created by a big industry player. This is Google we’re talking about, not a young entrepreneur with limited resources and experience.

Google has used mobile marketing before, as part of its print advertisements for Google AdWords. A mobile marketing call-to-action was used to encourage businesses to respond to Google’s ads by text message. Why? To get a $50 AdWords mobile coupon. This is a great example of mobile marketing combined with search engine advertising.

Going back to the mobile payment system, we know that mobile marketing professionals have been speculating about this technology for ages. Why does anything change if Google is also in on the development? Because it might mean someone else won’t be. Apparently, Apple are also in the mobile marketing race for a mobile payment tool. Drew Sievers, CEO of mFoundry, comments on Google’s mobile marketing strategy:

“I think they are trying to steal a march on Apple and get out there a bit sooner,” he said.

The mobile payment system isn’t ready for release yet, and there are a few potential problems for consumers. Since MasterCard currently process the mobile payments, this mobile marketing tool does not cater to anyone without a MasterCard account. Another potential issue (albeit one which is in Google’s best interests) is that the mobile payments only run through Android phones. Experts aren’t sure if this will change in the future. However, Jagdish Rebello, senior director of IHS iSuppli, (California) says that this mobile marketing project has already contributed to the industry.

“The solution essentially provides a commercial trial of the technology and is a good first step,” he said.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Industry News, Opinion | Tagged , , , , | 267 Comments

How Does Google Measure Advertising Response?

Or should it be asked instead; how do the rest of us measure advertising response? Many marketers and advertisers can only guess when trying to measure advertising response. But of course, it’s not ideal to measure advertising response based on speculative figures.

Which is why this advertisement for Google was so eye-catching.

It shows us that Google has a way to measure advertising response for their AdWords campaign. The ad offers a free trial of AdWords, which you get by texting “AdWords to 1995 4995.” Google sends you a reply SMS containing a special code, which you redeem online for the free trial.

How does this measure advertising response?

The SMS response mechanism essentially takes out the guesswork when Google measures advertising response. The number of texts received = the number of customers interacting with the campaign. Mobile marketing brought Google a way to measure advertising response, and they can also see the exact time and day that responses come in. This sure beats old-school ways to measure advertising response: trying to survey hundreds of customers to ask, “What brought you here?”

This all brings to mind a recent blog post by Marketing Interactions. On the topic of measurement of advertising response, the post declared:

According to Adobe’s 2010 Analytics Survey, 44% of 1,000 marketers surveyed said they could not allocate sales and costs to marketing campaigns. Given this, it’s not really surprising that 76% of marketers cannot measure full marketing ROI.

It’s hardly a surprise that the 76% who can’t measure advertising response and ROI does not include Google AdWords. Google can measure advertising response with mobile marketing, which reveals exactly how many sales leads an ad generates. Of course, not everyone can have the brand awareness of Google (or their budget), but by scaling down, SMS marketing can give smaller businesses a way to measure advertising response effectively.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Industry News | Tagged , , | 16 Comments

4 Black-Belt SMS Marketing Tools

Good SMS marketing is a cutting-edge, creative way to connect with customers and boost your advertising return through sales leads.

SMS marketing (the original type of mobile marketing) lets customers and organisations communicate through SMS. It’s pretty easy: organisations create advertising which uses an SMS marketing call-to-action (something like ‘text CAR to 19 33 33 for a test drive’) to encourage audiences to respond by SMS. The customer then receives an automatic thank-you text from the organisation, which sets up a dialogue that can be continued in future marketing communications.

With us so far? Excellent.

What you might not know about SMS marketing is that there are several different types, ranging from common (SMS competitions, SMS surveys, and mobile coupons); to obscure (recruitment tools, Q&As, etc). There are many possible uses, but the 4 best SMS marketing types are:

1. Send out mobile coupons

One of the most popular SMS marketing functions is sending mobile coupons to customers by text message. Compared to print coupons, mobile coupons make it as easy as possible for the customer to find, keep and redeem; which therefore gives them a higher redemption rate. The Brisbane Boat Show used our SMS marketing to offer mobile coupons for discounted entry to the show, and got 72% of the mobile coupons redeemed. This is particularly impressive when we note that print coupons have an average redemption rate of only 2%.

2. SMS to win campaigns

SMS marketing can also be used in competitions, surveys, and giveaways, to encourage SMS entry. Enabling text message entry takes away needless paperwork for both the consumer and the organisation. This makes the campaign more accessible and instant, which usually increases the number of entries received by 2-3x. Leading Edge Computers used our SMS marketing to make their computer giveaway more accessible, and got 3x the response they usually get for paper-entry giveaways.

3. Push texts/ subscriptions

SMS marketing also includes push texts and subscription SMS, which is where the game starts to change. Contrary to many assumptions, SMS marketing does not have to start with advertising. Organisations can also send out regular texts to their database of customers who have already opted in to SMS communication. This type of SMS marketing is a more immediate and concise alternative to an email newsletter, and can be used to send updates, news, appointment reminders, etc (even nightclubs use it to inform patrons of upcoming events). But remember: customers have to be able to opt out if they wish.

4. SMS for info campaigns

This is probably the original form of SMS marketing. It tries to get around the problem of limited advertising space, by sending product or service information to customers via SMS. Instead of overloading the customer with unwanted information, organisations can use SMS marketing to send out requested details. Box Hill TAFE Institute used our SMS marketing to do just this, and sent 2011 course information to potential students who requested it.

Interestingly, their SMS marketing campaign was broadcast through 2 different channels (TV and shopping centre tele-screens), but one channel got nearly 15x the responses of the other. It was SMS marketing’s measurability that enabled Box Hill TAFE to uncover which of their advertising channels was working. This makes SMS marketing an attractive investment for SMEs who don’t have the budget to waste on ineffective advertising.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Opinion, Q & A | Tagged , , , , , | 256 Comments

New McDonald’s Uses SMS Marketing to Promote and Recruit

A new McDonald’s restaurant in Wellington used TXT2GET to promote foot traffic during its opening weeks. The radio and SMS marketing campaign brought in just under 12,000 customers per week- about 2800 more customers than the average for pre-existing McDonald’s restaurants!

The SMS marketing campaign was simple: an advertisement was broadcast on Wellington radio, promoting the new restaurant. Customers texted in to receive a mobile coupon, which they could redeem at the new restaurant. On the first day of the SMS marketing campaign, 100 McMuffins were given away. McDonald’s changed the menu item being offered several times throughout the duration of the campaign. Blair Wilson, Operations Manager at the new store, explains that the SMS marketing campaign’s results exceeded his expectations.

“The guest counts during the promotional period far exceeded our expectations with 11,739 customers coming to the store that week. This is approximately 2800 more than an average week.”

Not only did radio and SMS marketing bring in more foot traffic than that seen in already established McDonald’s restaurants; but it also resulted in higher-than-anticipated revenue. To find out how other businesses (both large and small) have achieved advertising outcomes with SMS marketing, visit our case studies page. You can also listen to the McDonald’s radio advertisement or read this case study in its original format.

McDonald’s also needed to find around 50 quality staff members for its new location. They decided to once again use SMS marketing to recruit staff members. Listeners to the recruitment radio advertisement texted in to receive a link to a McDonald’s Web page. From there, they could submit their resumes. Wilson explains that using SMS marketing to recruit staff was a bold move, but it paid off.

“Using this method (SMS marketing), we had approximately 600 applications for positions in two weeks. We had the same amount of applications over a nine month period at the Johnsonville store.”

This McDonald’s case study shows how SMS marketing can be used in many different ways. Mobile coupons are an established type of SMS marketing, and their use here made it as easy as possible for McDonald’s listeners to respond to their advertising. On the other hand, the SMS-to-recruit strategy was a new way of engaging with the public. As such, its success demonstrates the many possibilities for SMS marketing in the future. So what’s next? SMS-to-pay perhaps?

This article was written by Emma Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Case Studies, Industry News | Tagged , , | 240 Comments

US: 1/3 of Android, iPhone Apps Used Before Getting Out of Bed

A recent report by Ericsson claims that 35% of US Android and iPhone users interact with an app before even getting out of bed in the morning.

According to the report, which was presented at Ericsson Business Innovation Forum in Silicon Valley on May 11, Facebook is one of the most common apps used. This should come as no surprise to anyone: 18% of the users surveyed logged in to Facebook upon waking. What does this report mean for mobile marketing?

To begin with, these figures signify that mobile marketing is fast becoming more crucial for customer engagement than the actual technology used to make the connection. This is one striking feature of ‘new’ digital media, which plays a large role in mobile marketing: while it used to be important just to have a mobile phone, now (arguably) the least important roles of mobiles are to make calls and send text messages. Apps and mobile Web access are emerging as two crucial features of mobile phones, and they also involve some popular methods of mobile marketing. A release from Ericsson also focused on the implications of their findings for mobile marketing apps:

“Consumers today depend less on the devices they use, and more on the apps that help them… to find a place to eat, organize their family schedules and other everyday activities. The app culture is turning into a new way of living.”

Compared to apps for Red Bull, Absolut Vodka and Nike (for example), the Facebook app does not market a specific product or service; thus it is not technically mobile marketing. However, the popularity of app usage before getting out of bed signals that consumers are engaging with mobile devices in new ways. When people are continuously connected to apps and the mobile Web, mobile marketing is no longer just for a small group of the population. Mobile marketing activities (such as apps, mobile Web sites, and SMS marketing) are now a part of daily life for many people.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Industry News | Tagged , , , , | 24 Comments

3 Mobile Marketing Lessons From Group Buying Deals

Group buying deals are taking off. Spreets sold for $40 million to Yahoo in January this year; and marketers and businesspeople alike understood that group buying websites were only starting to make their impact.

Look at Groupon, for example. Between the 10th – 25th of May 2011, Groupon are offering customers a $10 voucher when they buy a deal using the Groupon app. So what does this teach us about mobile marketing?

Mobile Marketing Lesson 1: Uses for apps are growing (and growing)

Desktop Web access is predicted to be overtaken by mobile Web access within the next few years (if not sooner). Apps can leverage this trend, to become Web-connected ‘programs’ for the ‘micro-computers’ that mobile phones have become. This can monetise mobile marketing in ways that haven’t been done before.

Apps are incredibly popular. Currently, there are over 350,000 apps in the iPhone store alone! Unfortunately, they can also be the most expensive and labour-intensive form of mobile marketing; so they are often outside budget for SMEs. What are some mobile marketing lessons for everyone?

Mobile Marketing Lesson 2: Timing is everything

It’s getting unruly in the competition between group buying websites. Eventually their market will reach saturation, and the survivors will be those ahead of the competition. Oh, hold on. Does that sound like every market?

When a new idea shows up (like apps being used for mobile marketing), there is only a short window of opportunity to implement it before everyone else. If Groupon’s app is more popular than, say, an app for Spreets or Scoopon, their mobile marketing promotion will have successfully secured their role as industry leaders. As an emergent technology itself, mobile marketing is great for expanding limits and making everyone else catch up.

Mobile Marketing Lesson 3: Mobilise your offer

A $10 voucher won’t change anyone’s life. But this mobile marketing promotion is going to cost Groupon quite a bit. Why is it worth it? Because unlike print coupons, people actually seek to use mobile marketing coupons.

Print coupon redemption rates are usually around 2%. Fair enough, because they can’t have an especially targeted distribution. But maybe the real problem is this: carrying a little scrap of paper in your wallet everywhere just isn’t practical. By contrast, mobile marketing coupons achieved a 72% redemption rate for the 2010 Brisbane Boat Show in Australia (To view that case study, go to the Australian database of mobile marketing case studies. For inspiration from New Zealand campaign, check out our New Zealand mobile marketing case study database). We know why mobile marketing coupons are popular: targeted distribution, accessible at all times, and no paper scraps.

Overall, Groupon’s mobile marketing campaign will be a success because it is accessible, attractive, and timely. How will this affect the group buying deals market? I wonder if Scoopon and LivingSocial will invest in mobile marketing soon.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

Posted in Industry News | Tagged , , | 39 Comments