Your Message On The Move: Mobile Marketing Study

692 views

Published on

Mobile Text Message Marketing platform, 84444.com, study on the behaviors of texting and mobile trends.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
692
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Your Message On The Move: Mobile Marketing Study

  1. 1. Your Message On The Move Text Message Marketing Presented By: Bob Bentz Advanced Telecom Services Phone: 610-254-7191 Email: bobb@advancedtele.com Advanced Telecom Services  84444.com  84444.ca
  2. 2. The Pillar That Holds Up The Mobile Marketing Building Mobile Video Mobile Websites Apps QR Codes Text RESULTS to 84444.comText Message Marketing Text Message Marketing Text Message Marketing Advanced Telecom Services  84444.com  84444.ca
  3. 3. Near By… 24/7 Always Connected 91% of all U.S. citizens have their mobile device within reach 24/7 (Source: Mobile Marketing Association) Advanced Telecom Services  84444.com  84444.ca
  4. 4. Common… 74.8% of Americans Send and Receive at Least 10 Text Messages Per Month (Source: Pew Research Center’s Internet & American Life Project) Advanced Telecom Services  84444.com  84444.ca
  5. 5. At Any Age Middle Aged Show Biggest Growth 100 90 80 70 60 Mean Text 50 Messages/Day 40 Median Text 30 Messages/Day 20 An average of 41 10 texts are sent 0 every day among 18-29 30-49 50-64 65+ all age groups Text Message Use By Age Group (Pew Research, May 2012) Advanced Telecom Services  84444.com  84444.ca
  6. 6. Even Growing with Teens Texting Teens (Pew Research, May 2011) Advanced Telecom Services  84444.com  84444.ca
  7. 7. In Any State Where does your State rank? Advanced Telecom Services  84444.com  84444.ca
  8. 8. With any Race Blacks & Hispanics Text More 2500 2000 1500 Text/Month Calls/Month 1000 500 0 White Black Hispanic (Source: Pew; May 2011) Advanced Telecom Services  84444.com  84444.ca
  9. 9. Sex Women Text More 1400 1200 1000 800 Text/Month Calls/Month 600 400 200 0 Men Women (Source: Pew; May 2011) Advanced Telecom Services  84444.com  84444.ca
  10. 10. Response… IMMEDIATELY 94% of All Text Messages Are Read Immediately Upon Receipt (Source: Mobile Marketing Association) Advanced Telecom Services  84444.com  84444.ca
  11. 11. Reach… When They’re Most Likely To Buy Advanced Telecom Services  84444.com  84444.ca
  12. 12. Viral… Business and Leads for FREE21% of all responses never participated in theoriginal interactive text message program. Advanced Telecom Services  84444.com  84444.ca
  13. 13. Motivated Buyers… Ready to Buy Now 41% of consumers have made a purchase after receiving a text message marketing promotion. (Source: Exact Target, 2011) Advanced Telecom Services  84444.com  84444.ca
  14. 14. Trackable… Justification for the AdvertisingBy using a unique PIN, businesses can track just how effective the advertising is. Advanced Telecom Services  84444.com  84444.ca
  15. 15. What We Do on Our Cell Phones It’s Not Just Talk Mobile Activity Share of Total Mobile Still Audience Growing! Sent Text Message 74.3% 84.4% of EU Took Photos 60.3% residents Used Email 40.8% Accessed Social Networks 35.3% Accessed Search 29.5% Accessed Maps 26.5% Accessed Online Retail 12.2% (Source: comScore MobiLens, December 2011) Advanced Telecom Services  84444.com  84444.ca
  16. 16. Text Message Marketing 101 The Success Story Advanced Telecom Services  84444.com  84444.ca
  17. 17. Opt-In Advertising Your Customers WANT to Receive Your Messages Advanced Telecom Services  84444.com  84444.ca
  18. 18. Opt-In LegalLegitimate Opt-In• Create “existing business relationship”• Interactive Text Message• Other Means (Web, WAP, IVR, Paper)Response Message• Number of messages• Program name• Contact info• Opt-Out infoOpt-In only to specific program. Advanced Telecom Services  84444.com  84444.ca
  19. 19. Opt-In Legitimate Verifiable Opt-Ins • Interactive Text Message • Desktop website • Mobile website • IVR • Paper TIP: Be sure to save all opt-in documentation. Advanced Telecom Services  84444.com  84444.ca
  20. 20. Opt-In Best Practices• MMA Global Code of Conduct• Messaging Frequency• Advertising Guidelines • “Msg&Data Rates May Apply.” • “Text STOP to Stop.” • “Text HELP for Help.” • Terms & Conditions (Source – MMAGlobal.com) Advanced Telecom Services  84444.com  84444.ca
  21. 21. Opt-In Satisfying Legal Requirements •Service Description •“Msg&Data Rates May Apply” •Resource-terms and conditions •Frequency of messaging •HELP instructions •STOP instructions Advanced Telecom Services  84444.com  84444.ca
  22. 22. Opt-In Advertising Documents Must include •“Msg&Data Rates May Apply” •Resource to Reference Terms and Conditions •Instructions on Cancelling Service (STOP) Must include •“Msg&Data Rates May Apply” •Resource to Reference Terms and Conditions •Instruction for Obtaining Help (HELP) •Instructions on Cancelling Service (STOP) Must include •“Msg&Data Rates May Apply” Advanced Telecom Services  84444.com  84444.ca
  23. 23. Offer Value Advertising With Gas So Expensive, Who Would Pass This Up? Advanced Telecom Services  84444.com  84444.ca
  24. 24. Offer Value Response Advanced Telecom Services  84444.com  84444.ca
  25. 25. Offer Discounts Now Advanced Telecom Services  84444.com  84444.ca
  26. 26. Sweepstakes Grow Your Database Advanced Telecom Services  84444.com  84444.ca
  27. 27. Sweepstakes Offer Something You Can’t Get Normally Backstage pass: Big and Rich sweepstakes winner on 84444.com. Advanced Telecom Services  84444.com  84444.ca
  28. 28. What You Get A Very Valuable Database Indeed Advanced Telecom Services  84444.com  84444.ca
  29. 29. Opt-Out Recommended Once Per Month•Subscriber must be able to stopparticipating by sending STOP toshort code•Must respond with MT message•If customer is inactive for 18months  Opt-In Expires•Monthly Reminders of Opt In Advanced Telecom Services  84444.com  84444.ca
  30. 30. Where Should I Promote It? Everywhere Advanced Telecom Services  84444.com  84444.ca
  31. 31. Everywhere… You Can Think Of Advanced Telecom Services  84444.com  84444.ca
  32. 32. Everywhere… And more Advanced Telecom Services  84444.com  84444.ca
  33. 33. Everywhere… Be Creative Advanced Telecom Services  84444.com  84444.ca
  34. 34. A QR Code Is Not an Island... Half of Americans have feature phones… So Always Include a Text Promotion with a QR Code Advanced Telecom Services  84444.com  84444.ca
  35. 35. Dnt Overdu Abrevatns It’s Annoying Over 160Too many CharactersAbbreviations.UseAbbreviationsSparingly. Advanced Telecom Services  84444.com  84444.ca
  36. 36. Embedded Links For Touch Tone Action Offers customers more information Advanced Telecom Services  84444.com  84444.ca
  37. 37. Mobile Coupons For Immediate Response Advanced Telecom Services  84444.com  84444.ca
  38. 38. Promotion Text Message Promotion Responded To Advanced Telecom Services  84444.com  84444.ca
  39. 39. EXCLUSIVE Text Message Marketing Study 2012TEXT MESSAGE MARKETING STUDY Advanced Telecom Services  84444.com  84444.ca
  40. 40. EXCLUSIVE Text Message Marketing Study 2012 • May – July 2012 • Conducted by ATS paid interns • Analysis of all customer data active in 3 months • 11 short codes studied • College credit received Advanced Telecom Services  84444.com  84444.ca
  41. 41. Who’s Doing It? Our Customers % % Customer Categories Customers Messages Restaurants 17 15 Automotive 13 1 Media 10 25 General Retail 10 13 Entertainment/Sports 9 12 Ad Agencies/Cust Unknown 8 18 Schools 6 4 Real Estate 6 1 Unions/Church/Non-Profits 5 3 Consumer Products/Grocery 4 6 Healthcare 4 1 Financial 1 1 Government 1 1 Other/Unknown 6 1 Totals will not add up to 100% due to rounding. Advanced Telecom Services  84444.com  84444.ca
  42. 42. What Else They’re Doing? Other Mobile Marketing Tools Used Tactic % Engaged Text Message Marketing 100 Desktop Website 97 Social Media 65 Mobile Websites 27 Apps 11 QR Codes 32 Mobile Video 4 TextChat 5 Geo-Location Services 2 Advanced Telecom Services  84444.com  84444.ca
  43. 43. How They are Doing It Types of Text Messaging Being Used Interactive & Broadcast: 82% Interactive Only: 11% Broadcast Only: 7% Advanced Telecom Services  84444.com  84444.ca
  44. 44. What They’re Doing Percent of Applications and Response Rates 45 40 35 30 25 20 15 10 % Applications 5 % Messages 0 Application % Applications % Messages Consumer Information 42 20 Reminders/Alerts 24 17 Mobile Coupons 18 14 Opt-Ins 4 2 Voting 3 3 Sweepstakes 2 38 Other 6 6 Advanced Telecom Services  84444.com  84444.ca
  45. 45. Mobile Marketing Advanced Telecom Services  84444.com  84444.ca
  46. 46. QRCodes
  47. 47. Experienced Please scan to Linked In with Me Advanced Telecom Services  84444.com  84444.ca

×