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Mobile Marketing 101: Integrating SMS Into Your Marketing Plan


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Tim Barton, executive vice president at Blue Sky Factory, discusses the benefits incorporating text-messaging into your marketing plan, strategies for using text-messaging to create brand awareness and generate new leads, and why text-messaging is a perfect complement to your email marketing program.

Published in: Business, Technology
  • Adding SMS to your email marketing campaigns can be a good way to test the water and see if SMS is for you. Given the stats we've seen, there's very little chance you'll go back to email afterwards!
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Mobile Marketing 101: Integrating SMS Into Your Marketing Plan

  1. 1. Blue Sky Factory Driving Email Marketing Performance Mobile Marketing 101: Integrating SMS Into Your Marketing Plan April 28, 2009 2 to 2:45 PM Baltimore, Maryland
  2. 2. Overview • SMS Fast Facts • Overview of SMS • Case Study: Opening the SMS channel to your email subscribers • Using SMS to reach people offline • Q&A
  3. 3. Text-Messaging Fast Facts • 270 million US cell phone subscribers in the USA • Over 2.5 billion text messages sent each day in the USA • 72% of subscribers ages of 25-49 use text-messaging on a regular basis • 94% of messages are read within 4 minutes of receipt “SMS has established itself as a true social connecting tool and continues to have mass consumer appeal.”
  4. 4. Industry Organizations • Mobile Marketing Association (MMA): non-profit industry trade group that assists in creating mobile advertising standards. • CTIA: Cellular Telecommunications Industry Association. An organization that represents wireless carriers and manufacturers. • CSCA: Common Short Code Administration. Created by CTIA for registering and leasing short codes.
  5. 5. Short Codes? • Five or six digit number that is used in application-to-person SMS services • Leased from CSCA • Services must be approved by carriers before the short code is provisioned in their respective networks • Short code connections are the only carrier-approved infrastructure for mobile marketing and content delivery
  6. 6. How does SMS text-messaging work? •Text-messages travel over the air via wireless control channels to sender’s Short Message Service Center (SMSC) •The sender’s carrier routes the message over the inter-carrier network to the receiver’s carrier (SMSC) •The receiver’s carrier routes the message to the cell phone •If the subscriber’s cell phone is not reachable, the SMSC stores the message until phone becomes available
  7. 7. Enter our Text-to-Win Raffle •Win an $50 gift certificate! Text “BSF” •Text BSF to 47647 to 47647 to enter! •Winner will selected at noon tomorrow (April 29, 2009) •Standard message rates apply •Open to Verizon, AT&T, T-Mobile, and Sprint/Nextel
  8. 8. Enhancing Email Marketing with SMS •Case Study: Adding the SMS channel for existing email subscribers •Using SMS to reach people offline
  9. 9. Execution: The Email • Use your email list • Add SMS opt-in to existing campaign promotion • SMS is not a replacement to email communications • Compelling offer Source: Brand Anywhere (
  10. 10. Execution: The Call-to-Action • Keep it simple • Convey exclusivity (VIP status) of the “mobile club” • Use visual cues to indicate SMS opt-in • Easy sign-up by clicking a link
  11. 11. Execution: The Opt-in Page • Cleary describe the service and benefits • Message frequency • “Standard message rates apply” • STOP to opt-out • Mobile number only
  12. 12. Execution – The “Welcome” Message • Your first communication • Brand name in the first line of the message • Repeat STOP & HELP commands • Short and Simple - 160 characters is a blessing in disguise
  13. 13. Results • A big success! • 60% mobile opt-in rate from email • Not a case of Email or SMS - Subscribers want both - Two distinct communication channels • Email provides the communication base • SMS is for special time-sensitive alerts
  14. 14. Extending Your Opt-in Reach with SMS • Mobile is everywhere • SMS call-to-action can be •Outdoor outdoor •Print •Television tv •Radio • Make it engaging and interactive •Voting and polling radio •Trivia print •Text-to-Screen
  15. 15. Example 1: Golf Cart Text-to-Win • Digital ad on golf cart dashboard • Reply SMS: “Thanks for entering! Your unique code is 921ABY. Go to and enter this code to complete registration” • Consumer visits website and completes registration with name, email address, etc.
  16. 16. Example 2: Billboard Text Campaign • Viewer texts: “FREE” to short code • Seconds later, the the participant receive an SMS with an exclusive promo code. • Participant visits (similar to Netflix) and enters code for 30-days of free online video rentals
  17. 17. Suggestions when Getting Started • Find a qualified SMS service provider • CSCA ( for listing • Start now • It takes time to build a list • Use opt-in promotions • Mobile sweepstakes • Careful with Messaging • 1-2 per month limit • Time-sensitive • Valuable • Viral (forward to the friend)
  18. 18. Thank You! Thank you! Q&A Connect. 410-230-0061 x 151 - phone – email - web – blog - brand twitter