Dma bcu jason's presentation

Mobile Messaging

Effective campaigns using SMS
(either alone or alongside other mobile media)

1st December 2010

Managing mobile interactivity
• Incentivated is an award-winning, independent, full service mobile marketing agency
and software developer, providing powerful and cost-effective mobile
marketing/advertising, CRM and m-commerce solutions

• We service clients’ needs using all mobile formats including the mobile internet, apps
(all platforms), location based services, mobile vouchers, Bluetooth and of course text
and picture messaging

• We offer consulting, design (including creative), build and project management, and
enjoy being challenged in any area of mobile marketing

• Our technology is available to licence (platform and APIs) or we can manage a
campaign for you

• We are mobile pioneers and industry leaders, and have developed several sector firsts
using mobile technology

Incentivated – How we work with clients

Clients Global acquisition, retention (CRM) and m-commerce solutions

Marketing, Creative & Campaign strategy, concept & management
Design, build & hosting of WAPsites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis
Mobile marketing
Mobile Marketing Email marketing
Platform WAPsite (mobile internet) publisher
Self-serve functionality

Messaging Gateway & SMS, PSMS, MMS, LBS, 2D barcodes etc
Mobile content management system**
Software Company Build and deploy APIs

*Includes iPhone and other ‘smartphone’ specific sites // **Phone capabilities database

Some of our clients
BRANDS AGENCIES

Some of our award-winning campaigns

2008 WINNER
2010 Shortlisted Best use of an emerging digital
2009 WINNER
Most Effective Bluetooth Marketing channel in CRM
Best Charity and Voluntary Sector
Campaign
Campaign
2010 Shortlisted
Most Effective Mobile Sales
Promotion/Direct Response
Campaign

2010 Shortlisted
Most Effective Mobile 2009 WINNER 2008 Official Honoree
CRM/Enterprise Messaging Content Award Mobile Advertising
Campaign

2007 FINALIST
2009 WINNER Best Recruitment Campaign
Silver award, Alcoholic drinks industry
Silver award, Targeted digital
2010 Highly Commended
promotions
Mobile Category

Mobile reaches all social segments
Over a quarter of DE households are mobile-only

Percentage of UK Population take-up

100% 96% 96%
93%
88% 88%
80%
80%
71%

60% 54%

40%

20%

0%
AB C1 C2 DE

Own a mobile phone Have fixed internet at home

Source: Ofcom, 2010, figs 5.68 and 4.16

Text and picture msgs reach twice as many UUs
Messaging not as transactional as mobile internet and apps

Number of subscribers in the UK (000s)
(Average number of subs for the 3 month ended Sep 10)
• Text (SMS) and picture
messaging (MMS) are used by
50,000
90% and 62% respectively
45,000
40,000 • Apps and the mobile internet
35,000 used by 43 & 38% and
30,000 growing rapidly
25,000
Many apps are games and
20,000
come pre-installed
15,000
10,000
Downloading new apps or
5,000
allowing apps to update
0
content or transact requires
Apps Mobile LBS MMS SMS the mobile internet
Internet

Source: Comscore

More messengers in 55+ group than any other
25-34 age band are the most prolific users of mobile media features

Number of subscribers in the UK (000s) Index vs population as a whole
(Average number of subs for the 3 month ended Jan 10) (Average number of subs for the 3 month ended June 10)

13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+

14,000 0 100 200 300

12,000
Apps
10,000
Mobile
8,000 Internet
6,000
LBS
4,000
`

2,000 MMS

0
Apps Mobile LBS MMS SMS SMS
Internet

Source: ComScore

Smartphones in the UK
Smart phones represent around a quarter of the market – but UK still
dominated by older handsets (which CAN still access the internet)

The Role for Messaging (push and pull)

• Acquisition
Awareness
 Direct marketing (opted-in third party lists)
 Sponsored messages
Direct response and sales promotion (e.g. text & win)
Closing the deal
• Customer Relationship Management (“CRM”)
Customer service
Retention (including loyalty programmes, coupons and vouchers)
Surveying and other data capture
Promotion, up-sell and cross-sell
• M-commerce
Transacting (PSMS as well as triggering payments using pre-registered credit card details etc)
Confirmation e.g. receipting
Delivery status updates and problem resolution

As well as B2C, SMS has a role to play in B2E and B2B

Think about the end user…

Text XMAS to
6XXXX to
receive a link to
our app

Simple mobile SMS micro-payment solution for name-tapes

The Solution:
A text call to action
featured on the M&S
website and in back–
to-school brochures.

Customers are
invited to text TAG
to 65006 followed
by their child’s name
and delivery address, at the cost of £5 for
50 name tapes.
Business Need:
To make it as hassle free Premium SMS billing is used as a simple
as possible for parents to payment mechanism.
order iron-on name-tapes
Details are passed to the fulfilment partner
for their children’s school
clothes. upon successful collection of the payment. Functions:
To capture customer The name tapes are delivered to the • Direct response
data. door by post. • Transaction

INSPIRATION GUIDE: Mobile commerce beinspired@incentivated.com
Retail and Motor: Marks and Spencer www.incentivated.com/retailandmotortrade

Marks & Spencer mobile internet site: “Wallace & Gromit”

The Solution:
Offering a family-
oriented fun, quirky,
inventive and
traditionally British
twist to the “Christmas
wouldn’t be Christmas
without…” positioning,
we developed a Results?
mobile site based
Business Need: upon a typically “Heath  31% of profiles were
Robinson”-style forwarded to friends/ family
M&S wanted an Wallace & Gromit  21% CTR from outbound
innovative mobile invention to help customers choose what SMS
element, to add to their to ask for from friends and family as a  28% of new visitors supplied
broader Christmas Christmas gift; the Cracking Christmas an email address to M&S
campaign, that would and Contraption. A viral mechanic using  The long tail – over 5,000
could engage all their SMS and MMS encouraged the spread of people attempted to visit the
customers. the site amongst family & friends. site in week after Xmas!

CASE STUDY: Acquisition beinspired@incentivated.com
Retail & Motor: Marks & Spencer www.incentivated.com/retailandmotortrade

The Solution:
Market research was conducted
in September 2010 via an
internet survey.

Also, over 100,000 were contacted
and asked to participate in Results:
a mobile internet survey from  74% of consumers
M&S, O2 and Orange’s databases. would opt-in to
receive SMS or MMS
Three cells were surveyed: adverts, given the
1. a control with no advertising
right incentive
2. an MMS advert cell
 Give the customer
3. an SMS advert cell
control through opt-
Business Need: Overall findings indicate that consumers see in
IAB and DMA wanted to Major benefits to receiving MMS over SMS:  Brand awareness
find out current consumer - It’s more visually interesting (similar to almost 1000%
attitudes towards receipt magazine or TV advertising) higher than the
of SMS and MMS - Provides improved brand reassurance control cell amongst
advertising on mobile over SMS: the use of logos and familiar imagery those who received
- It is easier to ‘interact’ and reply and an MMS.
phones.
there is less concern about being charged.  <2% opt-out rate

Case Study: Branding and messaging beinspired@incentivated.com
Retail and Motor: Marks and Spencer www.incentivated.com/retailandmotortrade

CONSUMERS ARE ENGAGING WITH
MOBILE MESSAGING

15

Summary of the research approach

CRM: Survey and Data Capture
Sent to M&S, O2 and Orange customers as part of this research

SMS Survey Site
(concatenated)
228 characters

Originator: 200200

We’d like to ask you a
few questions about
retailers. You’ll get 6
texts to answer, it’s free
to enter and should only
take a moment. To take
part text YES to 84420 1.
or click
2. http://wapp.co.uk/r/xxxx
xxxxxxxxxxxxxxx (free
browsing)

1. Zero-rated shortcode.
2. Zero-rated domain.

There is a sizeable % opting in to messaging

Have received Have opted in to Have agreed to be
SMS/MMS receive SMS/ MMS contacted via SMS/
advertising in the messages from a MMS from a
last month mobile operator company or brand

30% 12% 15%

6% have done both
21% have done either

Base: Base: All respondents (1022)
Source: IAB/DMA Mobile Messaging Study September 2010

Messaging reaches a valuable audience

Subscribers to mobile operator databases Subscribers to third party mobile
are more likely to be: databases are more likely to be:

• Aged 18‐24 • Male
• Frequent texters (at least 10 a day) • Aged 18‐24
• Frequent mobile internet users (daily) • Frequent texters (at least 10 a day)
• Smartphone users • Frequent mobile internet users (daily)
• Smartphone users
• Agreed to be contacted by a company via
email


Once opted in, people become more positive
to messaging “
“
[Texts are] normally from people [companies] you want to
hear from, so it isn’t a bane

+217% +243%

% %

Not opted in Opted in Not opted in Opted in
Messaging works best at grabbing your attention Messaging is the best way of receiving relevant and
and making you want to know more about a brand, personalised information about brands, products
company, product or service and services


And people understand the advantages “
“
(For vouchers) there is less chance of forgetting when
you go to the restaurant!

I don’t have to print anything out
↑40%

More relevant - I can choose to receive advertising that is relevant to my
personal tastes ↑71%

Location-based - I can receive advertising that is relevant to the area I am in
↑43%

Timely - I can receive advertising at a time which is useful to me ↑122%


Messaging is immediate
78% of people read messages in 5 minutes

%

“
“
[If] they are an alert they catch your eye –
it might be a friend – you always read to
see what its about


EFFECTIVENESS OF MOBILE
MESSAGING

M&S message to CRM database
Give in to temptation
with M&S Dine In for
Two for £10! Details in
store or click for menu:
XXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXX
MMS XXXX Ends next
Tuesday, 3 August. To
stop text dine stop to
65006

Slide 1 (3s) Slide 2 (3s) Slide 3 (3s) Slide 4 (5s)

M&S Dine In for £10
with wine is available
now! View menu at
XXXXXXXXXXXXXXX
XXXXXXXXXXXXXXX
XXXXXX Details in
SMS store. Ends Tues. To
opt out txt cook stop
to 65006

Prompted ad awareness increases for MMS

M&S database
+13%

%

Base: M&S database: Control (230), SMS (256), MMS (693).

Almost 100% recall of the message
M&S database

+85% +81%

%

Base: M&S database: Control (230), SMS (256), MMS (693)

MMS changes behaviour

Visit store Visit M&S mobile site

+150%

Base: M&S database: Control (230), SMS (256), MMS (693)

M&S message to operator databases
MMS SMS

Originator: 20502

Subject: M&S shoes

Shop on your mobile.
Shoes and much more We'd like to ask you
available with free delivery a few questions
if you order on your mobile about retailers.
You'll get 6 texts to
before midnight on 24th of
answer, it's free to
Aug. Go to
enter and should
http://shoes.mands.mobi/r/ only take a moment.
xxxxxxxxx (clicking on the To take part reply
link will be charged at AGREE or click
standard rate) and use http://www.wapmeit.
code DELPHONE to co.uk/r/TXXXXXXX
redeem this fantastic offer. XXXX
One per customer. Terms
apply. To stop O2 More
text STOP to 20502

Slide 2 (5s)

Consumers almost as happy to receive messages
from their operator as friends/family
How happy would you be to receive SMS/ MMS messages that provide
information about brand/products or services that you are interested in or
information about discounts and special offers?

%

Base: All respondents (1022)

MMS drives prompted ad awareness
Operator database

+27%
+7%

Base: Operator database: Control (590), SMS (588), MMS (346)

Message achieves huge standout amongst
operator database

Operator database
+975%

+425%

Base: Operator database: Control (590), SMS (588), MMS (346)

Consumers can see the benefit of MMS

• Slick interface – a joy to view, more fun to interact with

• Markers of authenticity – logos, images, visual branding elements

• Greater potential for interaction - greater interactivity without having to ‘reply’ to message
or download, less concern about being charged

• More visual/audio interest - can be a more passive viewing experience akin to TV
adverts/magazines but would need to be sensitive to fact that may be opened in
public/workplace

Effectiveness of mobile messaging
Summary

• Messaging makes an impact‐ even among a highly engaged M&S
CRM audience‐ as almost 100% of the base remembered it.

• Consumers are almost as happy to receive advertising from their
operators as they are friends&family, providing a trusted place for
advertisers to send their message to new customers.

• Consumers like MMS‐ which means it achieves huge standout
amongst both CRM and operator databases, and drives behaviour
change.

75% would opt in given the right incentive
Which of the following would make you more likely to opt in to

“
these type of services?
%

“Morrisons – their deals of
the week – if you knew that
week it [might] dictate
“
where you shop”

“ “It’s nice how they give
“
advance notice [of sales
etc.] because they know
you’ve been there before”


Consumers actively want communication from
certain categories/brands

Desirable Categories Desirable Brands

  

Best practise for building a CRM messaging database

• Awareness
• Targeting ‐ an easy place to start is to build on existing relationships
• Start as you mean to go on – welcome them as soon as you have their number, this is your opportunity to convert straight
away. Follow with your first marketing message within a week of this. Any longer than a month and they will forget.

• Cost
• Re‐assure throughout of the costs involved
• If communication is 2 way consider making responses free
• If the service is charged this must be include this in the first message and follow with reminder at least once per month

• Relevance
• Make it clear what the texts will contain and why people should sign up
• Have a clear activation and retention programme
• Focus on the behaviour of your consumers and provide appropriate messages
• Campaigns where you should pay particular attention – marketing to children, adult content, gambling, alcohol and sales
promotion

• Control
• Re‐assure customers how many messages they will get
• Don’t take them for granted, consider why people signed up – and then ensure you are delivering it.
• Make it clear how users can potentially unsubscribe. The Networks have defined a ‘Universal Stop’ policy to which marketers
must adhere to

• Privacy
• Secure customer confidence and show them you will handle their personal details responsibly
• Ask for permission if you wish to share their details at the opt in or tell them at the start you will not share their details with
third parties

HOW TO OPTIMISE MESSAGING
COMMUNICATIONS

Give consumers the content they want

“
“
[For a free Fitness First Pass] I
find out about it by e-mail
already but would happily swap
to text
“ Like Apple - where there were
long queues to get the iPad,
maybe [if a text] would have
allowed you to get in first

You get sent
information about
special offers and
You get sent vouchers discounts earlier than
You get deals for money off products everyone else (42%)
that are
especially
(57%)
negotiated on
your behalf (32%) You can
forward
offers and You can save
information offers and look
to friends at them later
target with
stuff you
(25%) (34%)
You can redeem the like in
future You get sent
offers and look at (17%) interesting You can
them at a time information that is browse offers
convenient to you relevant to you wherever you
(40%) (34%) are (26%)


There is currently a gap between what they
want & get– areas of potential
1. Messages with a money‐off voucher
or other type of discount for a
product, service or brand
2. Messages with information about a
5 sale for a product, brand or service
% RECEIVED THIS TYPE OF MESSAGING

3. Messages with surveys in

4. Messages with competitions in

5. Messages containing information or
updates about a product, brand or
2 service
1
6. Messages with a link that you click and
4
7 can make a call to receive an offer, buy
6 products or book services
3
7. Messages with a WAP link to a brand or
products mobile internet site
LEVEL OF INTEREST IN TYPE OF MESSAGING
(% top 2 box)

Base: All who have received SMS/MMS advertising via text in the last month (308)

Majority of people are happy to receive one
message a week

69% of those signed up to a 3rd
party database would like to receive
communication at least once a
week
Cumulative %

N Y
EE
K
EE
K
EE
K TH TH TH N
HA DA ON ON ON HA
E T DAY A A
W
A
W W S T CE A
R
ON
E
3‐4 1‐2 E A A
M
A
M M S
LE ON TH
MO NE A C
3‐4 1‐2 E A
ON NC N
O O MO


10am-8pm is the optimum time of day to send
messages to consumers

“ Sometimes you get a
“
promotional text at 2am which
%
irritates [me]

EARLY MORNING (7am – 10 am)

LATE MORNING (10am – midday)
“
“
EARLY AFTERNOON (midday ‐ 3pm)
If there’s a sale on tomorrow, I
need to know tonight!
LATE AFTERNOON (3pm – 6pm)

EARLY EVENING (6pm – 8pm)

LATE EVENING (8pm – 11pm)

Base: All who responded with time of day(726)

Messaging Best Practice
No short version of this story … here’s a précis of the chapter relating to consumer concerns

• Awareness (32% of customers do not know about B2C messaging)
promote the offering using existing relationships and touchpoints, and welcome consumers with an
initial text message once you have their details
• Perceived cost (71% of respondents were wary of any costs that may be associated)
be exceptionally clear in communications with consumers about the costs associated with mobile
messaging, which are often zero, and also consider making responses (as well as browsing) free
• Relevance (71% worried about unwanted messages)
let consumers know what kinds of messages they will be receiving and their frequency
• Control (61% were worried about not be able to opt-out once having opted-in)
make unsubscribing easy
• Privacy (64% thought they may have to share personal details)
if you do not intent to share the data with third parties then say so

Use plain English

Jaguar case study – Objectives

• Allow mobile users to register & be the ‘first to know’
Prospects register for updates and invitations to view the XJ
Unlocks mobile content exclusively for registrants

• Capture & deliver mobile leads

• Deliver a ‘luxury’ mobile experience for site visitors
Creative custom made for high end phones
Early adopter delivering specific Android UE to complement iPhone site

• Update and use site in all phases of the campaign
• Maximise lead generation and data collection opportunities

• Use the latest mobile technology to showcase XJ and generate leads

Jaguar’s target users have top end handsets

Apple iPhone T-Mobile Mytouch 3G T-Mobile G1 HTC Hero / HTC 6277 HTC Fiesta
(Apple OS) (Android OS) (Android OS) (Android OS) (Android OS)
44,929 5,250 5,015 4,178 4,079
38.75% 4.53% 4.33% 3.60% 3.52%

HTC Tattoo Blackberry 8330 HTC Sapphire HTC Touch Pro Blackberry 8130
(Android OS) (RIM OS) (Android OS) (Windows Mobile OS) (RIM OS)
3,669 2,483 2,309 2,262 1,978
3.16% 2.14% 1.99% 1.95% 1.71%

High-spec, content hungry iPhones & Androids dominate (60% of all)

Billboard Spectacular
Los Angeles Wilshire Boulevard

Jaguar / Los Angeles – Mall Dioramas

Jaguar XJ Launch Mobile Campaign (USA)

The Solution:
A ‘luxury’ mobile
experience to showcase
the XJ and generate leads
for test drives and sales.

The mobile internet site is a
beautiful, innovative and creative
site, designed for high end
Business Need: phones - among the first to
start delivering specific Android

Building on the success of
UE to complement iPhone
functions.
Results?
the 2009 mobile advertising  www.jaguar.mobi/xj
campaign in creating The site allows prospective Jaguar owners to register  11% of site visitors
quality leads for test via their phones for exclusive (mobile-first) updates requested LBS-based
and invitations to view the XJ. Registration also
drives that converted to dealership details
unlocks exclusive content for your phone.
efficient sales, Jaguar  23% requested test
requested a “luxury” The site is fully integrated into the advertising drive
mobile solution for the campaign through an SMS call to action. This  At least one sale
launch of its new XJ maximises tracked sales opportunities, with leads directly/solely
model. delivered into the central test drive database. attributable to mobile

CASE STUDY: Jaguar XJ model launch (USA)
Sector: Automotive www.jaguar.mobi/xj (on ANY mobile phone)

£1,000 per day Text & Win draws 1,000 responses per day

The Solution:
A three month on-pack
promotion invites
shoppers to enter a prize
draw for a chance to win
£1,000 each day.

Entrants text
HORLICKS and the
unique product Results?
code found on the label
Business Need: to 62233 or enter online.  49,000 responses via SMS
in the first seven weeks
To boost purchase of Unique codes are validated against the (i.e. 1,000 responses per
Horlicks among loyal database of eligible codes and at the end of day at time of press).
customers and entice new the day winners informed whether they’ve  The same number of
drinkers to trial the won via SMS or via email, depending upon responses was delivered
product. the entry method. through online as well.

CASE STUDY: Acquisition beinspired@incentivated.com
FMCG & Other Consumer Goods: Horlicks (GSK) www.incentivated.com/FMCG

RBS sends emergency telephone number to customer base

The Solution:
Customers of RBS
receive an automated text
message alert containing
the phone number for the
relevant call centre and
advises recipients to save it
into their mobile’s address
book to use in a case of
Business Need: emergency (e.g. following
an accident or any other incident where help is
To extend customer needed).
relationship program by
making emergency phone The SMS service was back-dated for 1.4m Functions:
numbers easily accessible to existing customers, merging in their correct
customers. details. • Alerts

INSPIRATION GUIDE: CRM beinspired@incentivated.com
Property and Financial: Royal Bank of Scotland www.incentivated.com/property&financial

T-Mobile asks their customers questions

The Solution:
By sending texts and
picture messages to
existing customers as
Business Need: well as using targeted
on-portal mobile
Retaining customers is advertising, T-Mobile
not easy for mobile directs customers to a
networks, especially so survey site. The site is
when it comes to their zero-rated for browsing
“PAYG” ones. and so completing the questionnaire is
T-Mobile wanted to help free. By answering four questions
existing customers find customers are advised of the best tariff Functions:
their most cost effective and given the chance to change there • Alerts
tariff and so maximise and then, through click-to-call. • Transaction
loyalty. • Revenue generation

INSPIRATION GUIDE beinspired@incentivated.com
CRM: T-mobile www.incentivated.com/sports&fitness

Mobile integration boosts fundraising campaign

The Solution:
The campaign invites members
of the public to buy 1 of 7 life
saving solutions costing between
£1 and £5 by texting the
corresponding keyword (e.g.
NUT for Peanut butter) to
81819 and go on to complete a
mobile internet Gift Aid form.

A video explaining the different
ways to donate was played on
large TV screens at three of
Business Need: London’s busiest railway stations.

To integrate mobile into a
Bluetooth units, were installed in 20 STC high
street stores nationwide, with a ‘measles virus’
Functions:
multi-media campaign and
Java application that customers could
introduce it as an additional • Direct response
download to their phones and forward on to
fundraising mechanism • Revenue generation
friends via SMS.
to traditional methods. • Transaction

INSPIRATION GUIDE: TRANSACTION beinspired@incentivated.com
Charity: Save the children www.incentivated.com/charity

Engineers receive mobile alerts for instant problem solving

The Solution:
When a fault occurs an SMS
alert is sent out to a single
engineer or a group of
engineers, specifying details
and the exact location of
the fault.

As well as details of
the fault location the alert
contains the phone number
Business Need: of the NGW base. This allows
engineers to respond instantly and to call
To provide a fast and reliable
base to provide progress updates.
way of alerting engineers
in the field when faults
Functions:
Alerts can be broadcast at all times of the day
arise with wireless • Alerts
or night.
transmission equipment. • Direct response

INSPIRATION GUIDE: CRM beinspired@incentivated.com
Telecoms & Utilities: National Grid Wireless www.incentivated.com/telecoms&utilities

Thank You

Jason Cross
Marketing Director
jasonc@incentivated.com
@jcmobile10

Dma bcu jason's presentation

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