Multi Channel Mobile Marketing

Communication Channels

Consumer touch points

Touch points MAGAZINES/NEWSPAPERS/BROCHURES TELEVISION OUTDOOR ONLINE RADIO BULK MESSAGING DIRECT MARKETING

The mobile advantage

Gartner’s Hype Cycle for Mobile Applications 2008

Possibilities

Communication Channels

Overview
Short codes are well known and recognised in the marketplace
Most commonly used for competitions and subscription services
Very easy to setup short code campaigns on Mobilitrix web front end
Practical implementation
Short codes provide a cost-effective, and confidential interactive channel
Perfect for two way communication, circulating multi-media like video, audio clips and wallpapers, acquisition, CRM, cross selling and retention.
All Mobilitrix products can be activated via this channel
Cost to consumer
Two options available on short code channel
R1.50 per SMS
Standard rate per SMS
Short Code Channel

USSD Channel *120*33009*777#

Overview
All Mobilitrix products can be activated by adding an html component onto websites, newsletters, banners and other online/WAP touch points
HTML provides a cost-effective request for consumers
Click here for a html demo
Perfect for disseminating multi-media like video, audio clips and wallpapers, vouchers and simple text messages
Most Mobilitrix products can be activated via this channel
Cost to consumer
The consumer does not pay to activate this request, consumer simply receives an SMS as a result of activating the online/WAP call to action
HTML Channel

Overview
USSD is cost effective, easy to use and compatible with all phones
USSD commonly used with Air-time top-up (*140*1*123456789012#)
Very easy to setup USSD campaigns on Mobilitrix web front end
Example
For a live Mobilitrix USSD Mobilisurvey demo
Dial *120*33009*000#
Dial *120*33009*222#
Perfect for confidential data capture, two-way communication, surveys,
CRM
All Mobilitrix products can be activated via this channel
Cost to Consumer
20 cents per 20 seconds
USSD Channel

USSD for emerging markets

USSD is HANDSET AGNOSTIC
USSD is NETWORK AGNOSTIC
WAP is not required
USSD is truly interactive and allows TWO WAY COMMUNICATION
USSD is REAL-TIME
Cost to consumer is CHEAPER
Why USSD?

USSD to communicate with their pre-paid subscribers – AIRTIME TOP UPS, BALANCE ENQUIRIES, PLEASE-CALL-ME call me services
MOBILE BANKING also makes use of USSD
In the past 6 months, there has been an increase in USSD strings in the market place:-
SUBSCRIPTION SERVICES using USSD option to (un) subscribe
SABC TV schedules
Winning LOTTO NUMBERS
Weather and sports
Other media and voucher request options done cost effectively
USSD for Emerging Markets

Some Examples
Health and Community
*120*33009*911# - medical survey
*120*33009*234# - research tool
Gaming & Fun
*120*777# - random number generator
*120*882# - fortune and astrology
Staff Portal
*120*33009*800# - select option 1, then 1, then 4 for WAP
*120*33009*789# - job card
Secure Log in Environment
*120*562*3# - loyalty and reward features
* 120*33009*789# - secure report or job card

A LEADING RETAILER in South Africa sent a mobiligroup message to a selected, existing database of consumers inviting consumers to complete the MOBILISURVEY thereby standing a chance of winning a voucher valued at either R250 or R500. 5 (FIVE) QUESTIONS were asked in the survey including store preference and region. The objective of the campaign was to verify existing consumer details and to establish consumer regions and retail preference using the USSD interface. Case Study 1: Overview

Mobilisurvey Results Database size 75,000 Total Interactions Between 12 and 16% Completed Survey Between 8 and 10% Opt Out of Group Between 1 and 2% Campaign Cost Less than R20 000 Net cost per completed survey R2.70

A BABY BRAND , targeting in the LSM 8-10 mom, wanted to ask their existing consumer base some questions relating to their parenting experience so these findings could be shared with the public through a press release An email was sent to a selected database of customers inviting them to complete a mobilisurvey on their mobile phone. Entry was incentivized by offering 2 tickets to the Johnsons’ Baby Sense seminar. 8 questions were asked in the survey. Case Study 2: Overview

Mobilisurvey Results Database Size 2,000 Total Interactions Between 15 and 20% Completed Survey Between12and 15% Opt Out Between 1 and 2% Campaign cost Less than R1 000 Return on Investment Less than R5 per interaction

About mobilitrix

Brand Promise

How does Mobilitrix do this?
By keeping mobile easy and simply
No set up, monthly, consulting or development fees
Encourage self-ownership of mobile campaigns
Ready to use mobile products available online across multiple markets, all networks, and best of breed WASPs/Aggregators
Multiple communication channels for consumers (SMS, USSD & HTML
Ethical approach to data management and reporting
Continued track record of innovation and mobile solution development

Innovation Award Mobilitrix was awarded the 2008 South African Mobile Content Product Innovation Award, presented by Frost & Sullivan, an international market research and consulting firm with 30 offices on six continents The award is presented each year to the company that has demonstrated excellence in new products and technologies within its industry Click here for the full Frost and Sullivan article CEO Chris Rolfe accepts Frost & Sullivan Award “ Mobilitrix has shown innovation by launching a broad line of emerging products and technologies, combined with intelligent delivery and pricing models.”

Product Overview

This product gives individuals the ability to enter into a competition by merely sending in a text SMS. This method of using their mobile phone is the simplest fastest way for individuals to take part in a competition, substantially increasing the participation in all competitions Example Test Example Channel
Simple competition
The competition element can be incorporated into other campaigns e.g. Add a competition into survey campaign to increase number of surveys completed by consumers
SMS ‘win’ to 33090
SMS
USSD
HTML

mobilicall is a simple please-call-me service that intelligently connect you to consumer. A user simply sends in a text sms and you are notified via email of the user’s request to be contacted Example Test Example Channel
Please-call-me request to indicate interest in new product, insurance, store sales, credit facility
SMS ‘callme’ to 33009
SMS
USSD
HTML

mobilitalk creates a dynamic, real-time two-way conversation with consumers via their mobile phones. This is a perfect tool to receive consumer comments and to disseminate information on request Example Test Example Channel
Feedback from consumers on store experience, customer satisfaction, credit application process
SMS ‘talk’ and comments to 33009
SMS
USSD
HTML

mobilitext offers the ability for individuals to request information to be sent back to them, received as a simple text sms. Ideal for short data requirements such as stock quotes, weather info or voucher reference numbers Example Test Example Channel
Consumers can request information on store times, call centre times, account payment dates
SMS ‘text’ to 33009
SMS
USSD
HTML

mobiligroup can be used to manage mobile databases and allows individuals to ‘opt in’ for further sms communication. Using mobiligroup, you are able to send ‘push’ messages to these databases Example Test Example Channel
Notify specific groups on specific specials, e.g. swimwear sale
SMS ‘group’ to 33009
SMS
USSD
HTML

mobilimail offers the functionality for individuals to send a text sms which in turn will deliver content to the users email inbox. This can be useful on in-store displays that need to be supported by information which is too large to be viewed on the mobile phone or too detailed – and is better suited to be viewed on a computer screen Example Test Example Channel
Join a newsletter
Receive directions
Distribute store information
SMS ‘mail’ and email address to 33009
SMS
USSD

mobilimedia allows individuals to request and receive additional photos, video clips, and audio clips by simply using their mobile phone Example Test Example Channel
Branded video, audio clips, ringtones and wallpapers can be easily requested and distributed
SMS ‘media’ to 33090
SMS
USSD
HTML

mobililink offers the ability to make any page on the internet accessible to an individual by sending a click through link to their mobile phone. The service can link to various photos, videos, and audio links Example Test Example Channel
Web and wap sites can easily be requested and distributed
Distribute wap link when consumers enter a competition i.e. on reply SMS include link
SMS ‘link’ to 33090
SMS
USSD
HTML

mobilivoucher allows the willing consumer to request either a discount or value added voucher via their phone. This voucher can be an uncomplicated text voucher as well as a complex WAP voucher, both of which is sent back to the individual’s phone, catering for any number of required campaigns. Click here to watch a Voucher Video Example Test Example Channel
Discount on purchases
Request mobile vouchers off websites, newsletters, statements
Competition with instant voucher wins
Entry to events
SMS ‘voucher’ to 33090
SMS
USSD
HTML

CONSUMER REQUESTS VOUCHER via SMS or USSD 2 SETUP CAMPAIGN ON MOBILITRIX SYSTEM MOBILITRIX SYSTEM SENDS UNIQUE VOUCHER NUMBERS VIA SMS 3 CASHIERS VALIDATES IN REAL-TIME VOUCHER VALIDITY via POS 4 MOBILITRIX SYSTEM CONFIRMS VOUCHER VALIDITY AND STATUS 5 MOBILITRIX SYSTEM CHANGES REDEMPTION STATUS for VOUCHER 1 6 Process Flow: Unique Vouchers

mobilisurvey allows for pre-set questions and pre-set answers to be presented to the mobile user in an easy to use menu format. This can be used for cost-effective CRM, data gathering or increasing awareness and eduation. Example Test Example Channel
Simple CRM surveys
Gather information for cross-selling
Dial *120*33009*222#
USSD
HTML

Marketing Goals? Acquisition CRM Cross Selling Retention

Multi Channel Mobile Marketing

by andrew.cardoza on Aug 25, 2009

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Multi Channel Mobile Marketing — Presentation Transcript