Right Message. Right Person. Right Time.
Connecting with your Audience Through
Messaging
Digital Marketing Show, 27th Nove...
Today
• Who is Collstream?
– Text, voice, email, IVR, payments
– Financial services, retail, travel, sports, utilities

• ...
Why Messaging?
• Quite simply, mobile is booming!
• Mobile is direct
• Mobile is personal
• A few stats
• Other mobile mar...
Setting Up: Text
• What are you trying to achieve?
• What is the content?
• How good is your database?
• Who is your targe...
Reporting: Text
• What should you expect from your messaging supplier?
• Bare minimum
• Enhanced reports
Number

Message

...
Setting up: Voice
•
•
•
•
•
•

Make it punchy
Consider your demographic
Who’s voice will you use?
Is it interactive?
Resou...
Reporting: Voice
• What have you been billed for?
– Number of calls loaded and dialled?
– Were they to a mobile or landlin...
Text Only Messages
• Keyword and short code
• A promo code
• Call to action
Using Long URLs
• Pros:
– Simple to do
– Looks clear

• Beware:
– URLs can be very long!
– Problems measuring in Analytics
Unique Landing Pages
• Pros:
– Visitors only from the campaign
– Easily trackable in Analytics

• Beware:
– May be difficu...
Shortening URLs
• Services:
– Bitly, Tiny URL, Google URL Shortener

• Pros:
– Free, saves space, trackable in Bitly

• Be...
Customised Shortening
• Pros:
– As above
– Campaign specific
– Shorten any page, any amount of times

• Beware:
– Stats th...
UTM & Shortened URLs
http://www.collstream.co.uk/?utm_source=DMSshow&utm_
medium=presentation&utm_campaign=example
UTM & Shortening
• Benefits:
–
–
–
–
–
–

It’s free
Measurable in Analytics!
Use of same landing page time and again
UTM a...
Summary
• Did you connect with your customers?
• Was the campaign properly designed?
– Time of day
– Message content
– Rig...
Every project starts with a
conversation …
Connecting with your Audience Through Messaging by Collstream
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Connecting with your Audience Through Messaging by Collstream

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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Connecting with your Audience Through Messaging by Collstream

  1. 1. Right Message. Right Person. Right Time. Connecting with your Audience Through Messaging Digital Marketing Show, 27th November 2013 www.collstream.co.uk
  2. 2. Today • Who is Collstream? – Text, voice, email, IVR, payments – Financial services, retail, travel, sports, utilities • What will the presentation cover? – What to consider when setting up text and voice campaigns – Reporting – How to measure campaigns – How these impact on the strategy of future campaigns
  3. 3. Why Messaging? • Quite simply, mobile is booming! • Mobile is direct • Mobile is personal • A few stats • Other mobile marketing tools
  4. 4. Setting Up: Text • What are you trying to achieve? • What is the content? • How good is your database? • Who is your target market? • Save room to let them opt out! • What were the results of previous campaigns?
  5. 5. Reporting: Text • What should you expect from your messaging supplier? • Bare minimum • Enhanced reports Number Message Send Successful Sent Time Delivery Receipt Receipt Time 21/11/2013 09:00:43 10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote 447098 456789 code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:00:34 Not Delivered number either incorrect/invalid/bar red 10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote 447123 987654 code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:01:23 Delivered 21/11/2013 09:01:30 10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote 447334 456123 code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:02:20 Delivered 21/11/2013 09:02:23 21/11/2013 09:02:20 Not Delivered number either incorrect/invalid/bar red 21/11/2013 09:02:22 10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote 447554 987321 code TRUST. To opt out txt STOP to 60070 Yes
  6. 6. Setting up: Voice • • • • • • Make it punchy Consider your demographic Who’s voice will you use? Is it interactive? Resources Measuring results This is ACME Delivery … This is Derby Royal Hospital … Your engineer will be on site …
  7. 7. Reporting: Voice • What have you been billed for? – Number of calls loaded and dialled? – Were they to a mobile or landline? – Were they answered? If so, for how many minutes? • Was the campaign OFCOM compliant? • Were calls transferred to a call centre? • Was it sent at the right time of day? We had a great game today against Chelsea … Come and audition for the X Factor …
  8. 8. Text Only Messages • Keyword and short code • A promo code • Call to action
  9. 9. Using Long URLs • Pros: – Simple to do – Looks clear • Beware: – URLs can be very long! – Problems measuring in Analytics
  10. 10. Unique Landing Pages • Pros: – Visitors only from the campaign – Easily trackable in Analytics • Beware: – May be difficult to create a new landing page – The URL may be too long for content
  11. 11. Shortening URLs • Services: – Bitly, Tiny URL, Google URL Shortener • Pros: – Free, saves space, trackable in Bitly • Beware: – URL doesn’t change – Cross-campaign measuring – Not trackable in Google Analytics
  12. 12. Customised Shortening • Pros: – As above – Campaign specific – Shorten any page, any amount of times • Beware: – Stats through Bitly, not Google – Unique custom tag may be difficult – Branded tag may be more difficult
  13. 13. UTM & Shortened URLs http://www.collstream.co.uk/?utm_source=DMSshow&utm_ medium=presentation&utm_campaign=example
  14. 14. UTM & Shortening • Benefits: – – – – – – It’s free Measurable in Analytics! Use of same landing page time and again UTM and Bitly URL are campaign specific No need to create a new landing page Created in minutes
  15. 15. Summary • Did you connect with your customers? • Was the campaign properly designed? – Time of day – Message content – Right for the demographic • Was the message compelling enough? • Did you estimate the right level of marketing attribution?
  16. 16. Every project starts with a conversation …

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