SMS Marketing


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SMS Marketing Presentation performed by James MacDonald from 2Ergo at InBlackandWhite's mobile marketing seminar

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  • 2008-2013 North America grows from $187m to $1.094bn (580% growth over 5 years) South America grows from $46m to $401m (870% growth) Western Europe grows from $377m to $1.6bn (425 % growth) India grows from $40m to $540m (1350% growth rate) Asia-Pac grows from $72m to $555m (770 % growth) China grows from $414 to $2.1bn (507% growth) ($1.7bn) 400% growth in SMS and MMS Mobile TV and download video advertising grows by 755% from $334 to $2523
  • 2008-2013 North America grows from $187m to $1.094bn (580% growth over 5 years) South America grows from $46m to $401m (870% growth) Western Europe grows from $377m to $1.6bn (425 % growth) India grows from $40m to $540m (1350% growth rate) Asia-Pac grows from $72m to $555m (770 % growth) China grows from $414 to $2.1bn (507% growth) ($1.7bn) 400% growth in SMS and MMS Mobile TV and download video advertising grows by 755% from $334 to $2523
  • 3 rd biggest mobile news site in US (other two Yahoo and CNN are built inhouse) – so 2ergo are the largest vendor provider of news
  • For callout box text please see the ‘PreSales Case studies’ folder on the Product Management file server
  • SMS Marketing

    1. 1. Digital leaders in a mobile world 1 st December 2009 [email_address]
    2. 2. <ul><li>Founded in 1999 </li></ul><ul><ul><li>AIM listed </li></ul></ul><ul><ul><li>Profitable and debt free </li></ul></ul><ul><ul><li>Double digit growth since listing </li></ul></ul><ul><li>Offering </li></ul><ul><ul><li>Convergent mobile comms </li></ul></ul><ul><ul><li>Mobile enabling technology </li></ul></ul><ul><ul><li>50+ global customers and brands across the world </li></ul></ul>About 2ergo New Global Headquarters: Media City, Manchester UK Entertainment and Media <ul><ul><li>Mobile Business Solutions </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul>
    3. 3. New Global Reach Global customers and brands
    4. 4. Mobile - always with you, innovative & personal Source : Exposure, Orange Home UK plc, March 2009 <ul><li>Reach the person </li></ul><ul><li>Deliver an offer they really want </li></ul><ul><li>Make it easy for them to redeem </li></ul>Source: Orange Exposure 2 personalised innovative fun creative stylish entertaining relaxing mood setter persuasive trustworthy information comprehensive up to date convenient immediate for me undemanding Mobile media Magazines Internet on PC TV Radio Newspapers Marketing shift of spend towards mobile driven by economics, reach and immediacy
    5. 5. The Changing Face of Global Media 4.1 billion 480 million 1.5 billion 1 billion
    6. 6. The Explosion of Mobile Significant growth of mobile marketing, advertising and CRM 580% growth <ul><li>Over 100% mobile penetration in UK </li></ul><ul><li>More text and picture messages sent each day than Google searches </li></ul><ul><li>2009 UK population accessing the mobile internet grow from 25% to 40% </li></ul><ul><li>By 2014 mobile may account for as much as 25% of marketing budgets </li></ul><ul><li>Source: Juniper 2008, ComScore, eMarketer </li></ul>$1.3bn (Today) $7.5bn (2013)
    7. 7. Mobile underpins digital dialogue across all sectors E marketing Integrated Digital Marketing Full on line / off line capability including Vouchers www www Mobile always with you and viewed as the most personalised and innovative medium with 97% open rates Full service on / off line relationship Digital opt in dialogue Broadcast
    8. 8. Mobile Tipping Point <ul><li>Over 1 billion downloads from Apple store </li></ul><ul><li>67% of mobile internet usage generated by iPhone users </li></ul><ul><li>Typical mobile internet usage of 80% plus </li></ul><ul><li>93% have used the App Store </li></ul><ul><li>iShoot simple game makes $37,000/day </li></ul>Smartphone's are re-defining the mobile internet Source: Net Applications March 2009 The iPhone has caused a step change
    9. 9. Full Mobile marketing clock Hosting Voice Connectivity Advertising & Promotion Serving CRM & Base Analytics Revenue stimulation, & contract renewals M Commerce & Pay for it Ticketing, Coupons & Loyalty Applications & Mobile Internet Campaign Manager for Acquisition, Retention & Data Capture
    10. 10. <ul><li>Challenge: </li></ul><ul><li>18 million customers in the UK </li></ul><ul><li>Cost effective integrated solution with flexibility to adjust campaigns instantly </li></ul><ul><li>Required sophisticated CRM messaging solution to replace 3 separate supplier solutions </li></ul><ul><li>Comprehensive reporting across all channels </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>2ergo Campaign Manager allowed O2 to create & manage SMS, MMS, WAP push and email campaigns from one interface to their entire customer base </li></ul><ul><li>Results: </li></ul><ul><li>O2 typically receives 30% response rates to campaign activity </li></ul><ul><li>30 million CRM messages (SMS/MMS) per month </li></ul><ul><li>Cost savings of £250k in the first year </li></ul><ul><li>Greater insight into customer behaviour </li></ul><ul><li>Flexibility to adjust campaigns thanks to real-time reporting solution </li></ul>O2 – Mobile CRM
    11. 11. O2 Campaign 52% Response Rate
    12. 12. Phones4U – Mobile Marketing <ul><li>Challenge: </li></ul><ul><li>Phones4U looking for a new marketing solution to boost sales and supplement TV and DM </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Campaign Manager </li></ul><ul><li>Personalised mobile campaigns with customer’s name and existing handset/contract details </li></ul><ul><li>Offers containing unique codes to be redeemed in store or via phone </li></ul><ul><li>Upsell to existing customers and attract churned </li></ul><ul><li>Viral recommend a friend text promotions </li></ul><ul><li>Results: </li></ul><ul><li>25% response rates </li></ul><ul><li>Now sending over 2 million text messages per month </li></ul><ul><li>Response rates are 5 times higher than traditional forms of communication </li></ul><ul><li>45% of all inbound calls originate from mobile marketing </li></ul>Mobile Marketing <ul><li>Increase sales </li></ul><ul><li>Increase penetration </li></ul><ul><li>Increase response rates </li></ul><ul><li>Personalised & immediate </li></ul><ul><li>Proven 25% response rates </li></ul><ul><li>ROI in 1 month </li></ul>
    13. 13. <ul><li>Challenge: </li></ul><ul><li>To build and implement a mobile internet site for the launch of the James Bond movie Quantum of Solace </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Mobile Internet site updated on a regular basis </li></ul><ul><li>Video downloads </li></ul><ul><li>Video streaming </li></ul><ul><li>Send to a friend functionality </li></ul><ul><li>QR Code access </li></ul><ul><li>Short-code 1999BOND setup for campaign </li></ul><ul><li>Creative design </li></ul><ul><li>Detailed analytics </li></ul><ul><li>Results: </li></ul><ul><li>24,000 QR requests made </li></ul><ul><li>Widespread coverage on all major networks </li></ul><ul><li>Reliable video streaming on Telstra </li></ul>Quantum of Solace: Mobile Marketing
    14. 14. Yes Loans – Mobile CRM <ul><li>Challenge: </li></ul><ul><li>50,000 monthly loan applications £7.5m/day </li></ul><ul><li>Yes Loans wanted to establish an automated, cost effective and customer centric way of communicating with applicants during the loan approval process </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Campaign Manager </li></ul><ul><li>Yes Loans is able to send requests for more information and status updates via text message to new loan applicants </li></ul><ul><li>Results: </li></ul><ul><li>30% reduction in costs </li></ul><ul><li>Reduced loan approval times (customers more responsive to text) </li></ul><ul><li>Increase in completion rates due to proactive status updates </li></ul><ul><li>Improved customer service - applicants perceive the contact to be less intrusive and more convenient </li></ul>Mobile CRM <ul><li>Reduce CRM costs </li></ul><ul><li>Increase cust satisfaction </li></ul><ul><li>Automate customer service </li></ul><ul><li>Convenient and instant </li></ul><ul><li>Proven 30% cost saving </li></ul><ul><li>ROI in 1 month </li></ul>
    15. 15. FOX News – Mobile Media Mobile Media <ul><li>Extend media offering to mobile channel </li></ul><ul><li>Generate ad revenues </li></ul><ul><li>Reach new customers </li></ul><ul><li>Significant revenue growth </li></ul><ul><li>Challenge: </li></ul><ul><li>FOX News required a mobile site to supplement its Web site </li></ul><ul><li>The solution needed to be launched quickly and at a low cost </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Mobile Site Builder </li></ul><ul><li>Real time news feeds, audio, video </li></ul><ul><li>Mobile advertising </li></ul><ul><li>Cross-promotion of FOX News services </li></ul><ul><li>Results: </li></ul><ul><li>Top 3 mobile news destinations </li></ul><ul><li>Enables FOX News to reach a wider audience </li></ul><ul><li>Additional advertising sales </li></ul><ul><li>Millions of page views/month </li></ul>
    16. 16. <ul><li>Challenge: </li></ul><ul><li>To provide an off ‐ portal mobile presence for GQ </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Dynamic content (XML) </li></ul><ul><li>Content downloads (Video & Image) </li></ul><ul><li>Custom built pages through Mobile Studio Platform </li></ul><ul><li>Going Out guide (restaurant & bar look up) </li></ul><ul><li>Advertising on the site from 3rd parties </li></ul><ul><li>Interactive features (quiz, voting, competitions) </li></ul><ul><li>Creative design </li></ul><ul><li>Detailed analytics </li></ul><ul><li>Results: </li></ul><ul><li>1.7m page impressions for July ‐ August 08 </li></ul><ul><li>120,000 unique visitors for July ‐ August 08 </li></ul><ul><li>Access to Mobile Studio for Conde Nast mobile editors </li></ul><ul><li>3rd party advertisers paying for banner placement </li></ul>Case Study: GQ Mobile Entertainment
    17. 17. Case Study: Malibu : <ul><li>Challenge: </li></ul><ul><li>To develop a mobile internet site for Malibu that acted as a taxi look-up service </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>‐ Bespoke build </li></ul><ul><li>Taxi finder (Location based look-up service) </li></ul><ul><li>Also has a SMS service linked to the offering </li></ul><ul><li>Send to a friend </li></ul><ul><li>Creative design </li></ul><ul><li>Detailed analytics </li></ul><ul><li>Results </li></ul><ul><li>Helped contribute towards Malibu’s ongoing </li></ul><ul><li>commitment to corporate social responsibility. </li></ul><ul><li>Over 1000 users have got home safe on a night out. </li></ul><ul><li>The site has had 10,000 unique visitors in 3 months. </li></ul>
    18. 18. <ul><li>Challenge : </li></ul><ul><li>TV, Radio & Online and utilise the Mobile medium </li></ul><ul><li>Extend content reach </li></ul><ul><li>Solution : </li></ul><ul><li>Mobile Internet site, iPhone and Android applications </li></ul><ul><li>News updated every 5 minutes </li></ul><ul><li>Streamed ABC TV and Radio Shows </li></ul><ul><li>Location based news content </li></ul><ul><li>TV & Radio guides for coming week </li></ul><ul><li>Advertising component </li></ul><ul><li>Results : </li></ul><ul><li>mSite has 150k unique visitors a month </li></ul><ul><li>mSite 1.2 MM page impressions a month </li></ul><ul><li>iPhone app at No.1 within a week </li></ul><ul><li>70,000 iPhone applications downloaded in first month </li></ul>ABC – iPhone Application Publishing
    19. 19. <ul><li>Challenge: </li></ul><ul><li>To provide the UK’s number one property website with a mobile portal </li></ul><ul><li>2ergo Solution: </li></ul><ul><li>Location aware search </li></ul><ul><li>High resolution photos </li></ul><ul><li>Click to call </li></ul><ul><li>Email me </li></ul><ul><li>Call me back </li></ul><ul><li>Location map </li></ul><ul><li>Results </li></ul><ul><li>8pm-10.30pm peak browsing time </li></ul><ul><li>25% spend 30mins or longer </li></ul><ul><li>10% spend over 1hour </li></ul><ul><li>Awarded ‘Vodafone outstanding innovation award’ </li></ul>Case Study: Rightmove
    20. 20. <ul><li>Results </li></ul><ul><li>No.1 in App Store within a week </li></ul><ul><li>Over 170k downloads in first month </li></ul><ul><li>On average 35k users access each day </li></ul><ul><li>1.5m searches in month </li></ul><ul><li>Peak access time is 10.30 pm </li></ul><ul><li>25% spend 30mins or longer </li></ul><ul><li>10% spend over 1hour </li></ul><ul><li>Apple promoted in ‘featured apps’ and ‘what’s hot’ </li></ul><ul><li>Delivers 500 leads to Rightmove member estate agents per day </li></ul>Applications Case Study: Rightmove
    21. 22. <ul><ul><li>mCommerce </li></ul></ul>Explosion of Mobile Applications <ul><ul><li>Kick start for mCommerce and the rebirth of LBS </li></ul></ul>
    22. 23. <ul><li>Challenge : </li></ul><ul><li>Differentiate Orange brand </li></ul><ul><li>Reduce Orange churn </li></ul><ul><li>Increase cinema sales </li></ul><ul><li>Solution : </li></ul><ul><li>Promotion: 2-for-1 cinema tickets on Wednesdays </li></ul><ul><li>Customer receives 2-for-1 unique text ticket codes on the mobile </li></ul><ul><li>Text code is redeemed through a wireless redemption device at the cinema </li></ul><ul><li>Advertising methods: Bill Inserts, London Tube posters, outdoor media, targeted film magazines, national press, radio and online , National TV </li></ul><ul><li>Results : </li></ul><ul><ul><li>2.5% reduction in churn (£10m/year) </li></ul></ul><ul><ul><li>Wednesday now second highest day after Saturday </li></ul></ul><ul><li>320,000 redemptions in Feb alone </li></ul><ul><li>Orange Wednesdays has a strong brand recall </li></ul>Case Study: Orange Wednesdays
    23. 24. 2ergo, an Award-Winning Company Mobile Excellence Awards : “ Best Innovator, Mobile Technology” Mobile Star Awards : “ Gold Star Award” Webby Awards : “Official Honoree” for Best Mobile News Site, Best Mobile Sports Site and Best Use of Mobile Video Upshot50 : Recognized as Marketing Technology Leader GSMA 2009 Mobile Innovation Global Award Competition : Finalist Mobile Advertising & Marketing Awards : Gold and Silver Awards 2007 Mobile Messaging Awards : Innovation in Messaging Communicator Awards : Award of Distinction
    24. 25. Customers
    25. 26. James Macdonald Head of Media ,Entertainment & Sport EMEA [email_address] + 44 (0) 7825 343 089