SMS Continues to be the Best Mobile Marketing Channel With 102.4 percent wireless penetration in the United States*, more companies and organizations use the medium to reach out to existing and potential customers.
Specifically, SMS is the most effective channel for marketers because of its simplicity, adoption (or) familiarity, and unbiased reach. Virtually all phones are SMS capable, which means the channel can reach 5 billion subscribers worldwide. The International Association for the Wireless Telecommunications Industry (CTIA) reported U.S. annualized yearly text messaging at 2.12 trillion in June 2011, indicating a huge opportunity for marketers. And, according to Nielsen Mobile, the average consumer sends 600 messages per month compared to using less than 200 voice minutes.
With nearly 300 million subscribers in the US today and a rapidly growing North American messaging market, mobile is here to stay. And consumers are demanding a more personal, richer mobile experience now more than ever. As text messaging has become the most popular, fastest way to reach people, the potential of mobile is clear. Now is the time to tap into the mobile market and unleash new revenue opportunities for your business.
Today's consumers are demanding access to the media content they want, when they want it and where they want it. Mobile is becoming the key platform to reach increasingly nomadic consumers with advertising, entertainment, news and social engagement. “Turning the Cell Phone Into the 'Sell' Phone” looks at how mobile is transforming commerce and conversations at a personal level.
With nearly 300 million subscribers in the US today and a rapidly growing North American messaging market, mobile is here to stay. And consumers are demanding a more personal, richer mobile experience now more than ever. As text messaging has become the most popular, fastest way to reach people, the potential of mobile is clear. Now is the time to tap into the mobile market and unleash new revenue opportunities for your business.
Today's consumers are demanding access to the media content they want, when they want it and where they want it. Mobile is becoming the key platform to reach increasingly nomadic consumers with advertising, entertainment, news and social engagement. “Turning the Cell Phone Into the 'Sell' Phone” looks at how mobile is transforming commerce and conversations at a personal level.
Consumers are choosing where to shop based on the convenience and flexibility retail brands offer across channels. This webinar will highlight new consumer survey data highlighting the shifting expectations of today's cross-channel consumer. The data will examine emerging trends around:
Growing loyalty to brands that offer a good selection and competitive prices across all channels
Shoppers willingness to move their to another retail brand when they encounter inconsistent pricing across channels;
A growing disconnect with brands that offer inflexible, shipping, pick-up or return options
New interest in making purchases directly on mobile devices
Register now for this webinar to hear analysis of this new consumer shopping data, as well as real world examples of how global retailers are adapting to address these shifting shopper expectations.
What are the Benefits of Mobile Marketing with an App:
- Increased Customer Loyalty
- Generation of more Revenue Per Customer
- Increased Brand Awareness and Communication Potential
- Boost to Retail Foot Traffic
- Direct Information and Advertising to the Device the Customer Carries 98% of the Time
Top 3 Challenges to a Small Business:
- Growing Revenues
- Attracting and Retaining Customers
- Increasing Profitability
The top benefits that SMBs associate with external mobile apps and mobile-friendly web sites align much more closely to their key business challenges–growing revenues, attracting and retaining customers and
increasing
profitability.
INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10Future Experts
Data has transformed the marketing landscape forever.
It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another.
But the threats to the data-driven way of life are growing every day.
Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience.
We understand that we should make a balance between making people’s life easier and treating their data responsible. This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.
Welcome to Eklawyers.com. Our law firm has been prearranged to symbolize and handle a series of academic property belongings at the Cyprus courts and the World Intellectual Property Organization for more about please visit
http://eklawyers.com
Consumers are choosing where to shop based on the convenience and flexibility retail brands offer across channels. This webinar will highlight new consumer survey data highlighting the shifting expectations of today's cross-channel consumer. The data will examine emerging trends around:
Growing loyalty to brands that offer a good selection and competitive prices across all channels
Shoppers willingness to move their to another retail brand when they encounter inconsistent pricing across channels;
A growing disconnect with brands that offer inflexible, shipping, pick-up or return options
New interest in making purchases directly on mobile devices
Register now for this webinar to hear analysis of this new consumer shopping data, as well as real world examples of how global retailers are adapting to address these shifting shopper expectations.
What are the Benefits of Mobile Marketing with an App:
- Increased Customer Loyalty
- Generation of more Revenue Per Customer
- Increased Brand Awareness and Communication Potential
- Boost to Retail Foot Traffic
- Direct Information and Advertising to the Device the Customer Carries 98% of the Time
Top 3 Challenges to a Small Business:
- Growing Revenues
- Attracting and Retaining Customers
- Increasing Profitability
The top benefits that SMBs associate with external mobile apps and mobile-friendly web sites align much more closely to their key business challenges–growing revenues, attracting and retaining customers and
increasing
profitability.
INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10Future Experts
Data has transformed the marketing landscape forever.
It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another.
But the threats to the data-driven way of life are growing every day.
Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience.
We understand that we should make a balance between making people’s life easier and treating their data responsible. This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.
Welcome to Eklawyers.com. Our law firm has been prearranged to symbolize and handle a series of academic property belongings at the Cyprus courts and the World Intellectual Property Organization for more about please visit
http://eklawyers.com
SmartDeviceLink - An open approach to the connected carLibreCon
La automoción es uno de los sectores afectados por la crisis económica internacional, por ello los principales fabricantes del mundo intentan aportar valor a sus vehículos de formas innovadoras. La tecnología es una constante en todos los aspectos del vehículo. Ford, una de las compañías más innovadoras en este aspecto nos traslada algunas de las innovaciones en las que las tecnologías abiertas suponen un valor diferencial centrándose en SmartDeviceLink, una plataforma de software y hardware abierto que permite ampliar las capacidades de los vehículos del futuro. Autores: Jorge Brenlla (Ford) y Timur Pulathaneli (AppLink Development Engineer at FORD). Librecon.io
Seguimiento a los compromisos establecidos en las diferentes reuniones realizadas en el período comprendido entre el 11 y el
23 de Julio. Adicionalmente, se incluyen algunas tareas que se encuentran en proceso o pendientes de ejecución, pertenecientes
a fechas anteriores. Todos los compromisos se han consignado en las actas como tareas pendientes.
The mobile phone has become one of the most social, intelligent and personal
devices. With over 270 million mobile phone subscribers in the US and growing,
mobile marketing is the next big trend in marketing. Learn how to use mobile
marketing to acquire customers, increase sales, improve customer satisfaction
and build loyalty. Tactics include SMS (text) campaigns, mobile applications
(e.g., iPhone, BlackBerry apps), mobile web advertising and many more
sophisticated technologies.
Speaker: Heather Sears, President of Mobile Synergies
Vancouver Mobile Marketing Agency, Straydog Marketing + DesignStraydog
An in depth look at the Mobile Market, and the rapid growth of mobile users. Straydog Marketing + Design mobile platform, including SMS text message campaigns and the Mobile Web. Applications for Real Estate Agents, presented by Straydog Marketing + Design
Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.
MaxAxion are mobile media supply specialists, that offer marketers the ability to target consumers across multiple mobile platforms through targeted data layering.
Our world is more Mobile now than ever. Consumers are always on the move and it is increasingly hard to reach them through traditional channels like TV, Radio and Internet. In 2013 there were more than 6 billion subscriptions. With increasing penetration of mobile phones to the most rural areas, mobile networks cover more than 90% of the world’s population. Availability, affordability and ubiquity make the mobile phone an essential platform for retail marketing and business to customer communication.
The mobile phone has become the new “must have” for any serious “innovative” marketing project. Due to the rapidly expanding capabilities of smartphones, there is a misconception that ‘archaic’ technology such as SMS is not up to the task at hand. The truth is far from it.
Most brands now choose SMS as a must-have when planning their mobile strategy. One of the reason behind this is that while there are 1 billion smartphones, there are 5 billion feature phones. All these phones have built-in SMS capability.
By using MobiWeb’s enterprise platform, companies can send marketing campaigns, notifications, promotions and special offers, increasing brand awareness, customer acquisition, customer retention and driving sales.
Furthermore companies can globally receive SMS messages from consumers, engaging their target audience, increasing customer loyalty, retention and reactivation by initiating 2-way communication with the consumer through Inbound Marketing.
Since its establishment in 1999, MobiWeb is providing global SMS Messaging for B2B, B2C and C2C mobile interaction.
Visit us at www.solutions4mobiles.com
A powerful platform to create OFFERS and Coupons! Create-Distribute-Track & Analyze your Campaigns.
Get consumers to recieve RICH branded coupons in the mCoupon Wallets on their phones. Track their actions -SAVEs, REFERs, REDEEMs
The online advertising industry is currently based on two dominant
business models: the pay-per-impression model and the pay-per-click model.
With the growth of sponsored search during the last few years, there has been a
move toward the pay-per-click model as it decreases the risk to small advertisers.
An alternative model, discussed but not widely used in the advertising industry,
is pay-per-conversion, or more generally, pay-per-action. In this paper, we dis-
cuss various challenges involved in designing mechanisms for the pay-per-action
model, and approaches to tackle some of them.
As digital marketers, you’re faced with a daunting threefold challenge
when it comes to your email program: how to make your emails
more relevant to people exposed to as many as 30,000 commercial
messages a day1, how to drive more revenue, and how to do so while
stretching your precious resources further than ever.
Enter automated (“triggered”) email programs, which are typically
the highest-performing approach for email marketers — and often
the equivalent of printing money, though thankfully without having to
actually enter into the illegal counterfeiting business.
Unlike traditional broadcast campaigns, in which the marketer
decides when to send a message, triggered emails involve setting
up business rules that require a criterion (or multiple criteria) be met
before a message is sent. In other words, the buyer is the driving force
behind the timing of the email, with his or her behaviors, interests or
demographics automatically triggering the message send.
While more than 50% of mobile phone users in the U.S are smartphone
users according to comScore, most phones sporting a 4G antenna are
pricier than their 3G counterparts. Examining smartphone Web usage
across North America, Chitika Insights found that 4G phones contribute
to about 30% of the total traffic from all North American smartphones.
Within the 4G group, users of newer phones, specifically released after
July 2012, generated 53% of continental 4G smartphone traffic.
New research, undertaken by
leading cloud contact centre vendor
NewVoiceMedia, provides a snapshot
of attitudes to customer service in the
UK. Offering a compelling view of the
consequences of poor customer service,
the results reveal that an estimated
£12 billion is lost by UK companies each
year following an inadequate customer
experience.
The environment in which today's
brands connect and build loyalty with
their customers and program Members are
markedly different than the environment that
existed even a few short years ago. In fact, it
is markedly different than it was even just a
year ago. The pace at which today’s marketing
landscape is changing is remarkable – there
is a chronic torrent of macro trends exerting
their influences on the market. Economic,
social, technological, and political factors
are affecting brand loyalty and programs,
Members’ interactions with programs, how
Members perceive programs, as well as
the role that programs play in the lives
of consumers.
Social CEOs are gaining traction. Weber Shandwick’s 2012 audit of the online engagement activities of the world’s top CEOs (Socializing Your CEO II) found that CEO sociability increased from 36% to 66% between 2010 and 2012.
Email is quickly becoming the preferred method of communication for businesses across the
world, regardless of industry. Email is faster and less expensive than traditional mail, and many
customers choose to receive messages from the companies they do business with through the
email channel.
Today, customers move constantly between the online and offline worlds, using a range of devices
— such as smartphones and tablets — that didn’t exist a few short years ago. Thousands of
applications and dozens of social media platforms collect and transmit an unprecedented amount of
structured and unstructured data1, and API changes are a fact of life. The volatility of social data and
the pace of change mean that tried-and-true measurement methods are no longer enough. Social
data is different. The old rules don’t apply.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERSScott Valentine, MBA, CSPO
New research indicates when brands don’t
connect customer data with marketing
efforts, the results are inconsistent
engagement that leads to lost opportunities,
diminished results, eroded margins and
fleeting brand value…engendering a loyalty
divide. Consumers demand better, authentic
connections based on value and brands
must deliver. Savvy marketers blend data
from multiple sources to provide customer
engagement that is authentic, relevant and
consistent to the brand, nurturing comfort,
familiarity, safety and trust – thus increasing
loyalty with their customers.
Businesses face a multitude of challenges in today’s environment. The overall speed of business is constantly increasing. Decisions are made within minutes and channels are diversifying rapidly. Perhaps most importantly, face-to-face interaction has started to become a luxury, rather than a necessity or consequence of everyday behavior.
Consumers continued to become more technologically savvy in 2012. Tablets, smartphones and even traditional computers all worked in tandem to help customers shop. Today’s digital marketers must adapt and evolve their messages to speak to this customer across multiple channels or devices.
The Marketing Strategists from Bronto’s Professional Services team are on the front lines of digital marketing; they help clients drive sales by optimizing and evolving email, mobile and social programs. Each strategist looks into the future and shares his or her predictions for upcoming trends and the tools that will be essential in 2013.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
We are entering into a golden age of content and media. Today, media companies are
investing huge sums of money in non-traditional media delivery options, start-ups are
innovating and redefining how the content industry works, and consumers are demanding
and expecting access to virtually any content on any device at any time. This includes media
and entertainment content, but also corporate, social, marketing and personal media. The
tectonic shifts happening in the media and content world are going to irreversibly reshape
how companies and consumers create, display, view and consume content.
A leading global hotelier is using real-time marketing to enhance loyalty and increase the amount of money spent during each hotel visit. A major financial institution is using event-triggered transactional and real-time communications to increase product penetration and turn customer behaviors into profitable product investments. These are just two real-world examples of the impact of real-time marketing.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
2. Reaching the Widest Audience with Common Short Code and SMS Mobile Marketing
SMS Continues to be the Companies are turning to common short code mobile marketing
today because it delivers personal, immediate and actionable
Best Mobile Marketing Channel content to a target audience that has opted to receive messages.
With 102.4 percent wireless penetration in the United States*,
more companies and organizations use the medium to reach out A Common Short Code (CSC) is a 5 or 6 digit carrier-approved
to existing and potential customers. number that mobile phone subscribers use to send SMS
messages in order to receive information, promotions, alerts and
Specifically, SMS is the most effective channel for marketers
branded content directly to their device. This interaction proves
because of its simplicity, adoption (or) familiarity, and unbiased
mutually beneficial to consumers and brands by establishing
reach. Virtually all phones are SMS capable, which means
a two-way communication channel with considerably flexible
the channel can reach 5 billion subscribers worldwide. The
data-delivery capabilities. The CSC gateway enables wireless
International Association for the Wireless Telecommunications
subscribers to access mobile applications and participate in
Industry (CTIA) reported U.S. annualized yearly text messaging
voting and polling, customer feedback, database enrollment,
at 2.12 trillion in June 2011, indicating a huge opportunity
news and offer alerts, contests, surveys, chat, games, direct
for marketers. And, according to Nielsen Mobile, the average
marketing and mobile commerce. Short code campaigns
consumer sends 600 messages per month compared to using
are rapidly growing in popularity because of their inherent
less than 200 voice minutes.
simplicity, ubiquitous outreach, societal trendiness, and
perpetual accessibility.
The result of an advertising initiative by Chicago’s Shedd
Aquarium perfectly illustrates the benefits of using short codes
in marketing campaigns. To test the difference in response rates,
the aquarium ran several TV commercials that directed viewers
to a Web site to register for a contest and one commercial that
gave viewers the option to enter the contest by sending a text
message to a short code.
What is astounding is that 31.6 percent of U.S. households are
wireless-only, suggesting that they rely solely on their mobile
phones as opposed to the traditional landline. Ninety-five
percent of existing mobile contracts have SMS built into the
agreement and more than 90 percent of text messages are
opened and read compared to less than 40 percent of all email
solicitations. SinglePoint found that 90 percent of text messages
are read within three minutes of delivery and that the recipient
eventually reads more than 99 percent of all text messages.
The short code campaign generated 325 percent more entries
The universal accessibility and usage of SMS, combined with the than the Web-based call-to-action. While it only ran in 25
ability to provide information in real-time, creates opportunities. percent of the ads, the short code campaign generated to 52
percent of the total entries. The results demonstrate how short
Brands and advertisers can use SMS to
code campaigns make it easy for the consumer to respond to the
• Reach customers who do not have a smartphone
calls to action while it is still top of mind.
• Reach consumers they have not engaged with recently
(customer retention) Ashley Furniture HomeStore provides another example of SMS
• Acquire customers who did not even know you existed effectiveness when compared with email. The chain held a
• Monetize interactions through incentivized offer paths four-day Secret Sale that was only promoted by email and SMS.
• Add another channel to the communication preferences list After subtracting the discounts from coupons, Ashley Furniture
as more people prefer SMS as a contact mode HomeStore sold $122 dollars of merchandise for every dollar
• Drive sales through coupons and deals spent on SMS – which dominated the $76 ROI achieved for every
dollar spent on email.
* CTIA Wireless Quick Facts, June 2011: Determined by # of active units divided by the total U.S. and territorial population (Puerto Rico, Guam and the USVI)
Page 2
3. Reaching the Widest Audience with Common Short Code and SMS Mobile Marketing
The Multichannel Plan
Businesses will always use, print, radio, TV and Web marketing
to communicate with potential and existing customers. But
integrating these channels into a large marketing push can
create a stronger response. Adding mobile to one’s marketing
mix gives legs to other channels. Mobile makes your online
efforts work harder and your print efforts more measurable, for
example. The value of adding mobile is giving existing media that
anytime, anyplace feel.
When looking at one’s mobile strategy, that too must have a
multichannel presence. A successful mobile strategy is one
where the worlds of messaging, Web, advertising, apps and SMS
converge, as each has unique strengths and definitive purposes.
SMS can be used to complement other mobile channels such as
Apps. Not only can it assist a consumer in locating an application,
it can remind the user to use the app and inform the consumer
of updates. When appropriately implemented, SMS reminds
customers about what is most important to them – no matter
where they are or what they are doing.
Companies need to integrate SMS into every aspect of their
mobile efforts. For example, SMS can be integrated into Retailer Claire’s ran a Mobile Secret Santa program to engage
applications and mobile Web sites to maintain consumer-brand its teen demographic. By participating in the program, a group
engagement, help drive them towards richer media experiences, of friends could add items to a wish list and Claire’s coordinated
or provide alternative methods to communicate. Text messaging cross-shopping via mobile alerts and emails. Claire’s sent text
can be used as push mechanism; therefore it can stimulate messages to all friends in the Secret Santa circle specifying
action and interaction instead of always leaving it up to the which gifts each friend wants. Teenagers are mobile-aware
consumer to initiate communication. consumers, and the Claire’s example is a tri-messaging
approach because it leverages social media, mobile marketing
In addition, SMS provides valuable insight on customers,
and email together.
prospects, and the effectiveness of traditional advertising
spends – all while generating a mobile database for future For retailers that have yet to take the plunge into mobile,
remarketing. Adding SMS to the mix solves that problem. trust that the time is now. Many retailers in the last year have
Additionally, adding an SMS component to existing marketing embraced social media, and the vast majority used email prior
and advertising extends the reach exponentially to subscribers to that. For many such organizations, mobile is the last element
with device limitations – such as the capability to download an needed to achieve the ideal tri-fecta. Companies, especially in
App. Furthermore, applications use data that can get expensive the retail space, can use SMS initiatives for list growth. SMS is
without a data plan. The universal accessibility and usage of also a great way to get people in the door in a nonthreatening
SMS, combined with the ability to provide information in real- manner with voting or a sweepstakes. Loyalty campaigns, SMS
time, creates opportunities. Mobile transaction network mBlox’s alerts for new products on sale and sneak-peak offers make
consumer research revealed almost 90 percent of consumers customers feel engaged and want to come back to retail outlets
prefer multichannel options for interacting with businesses, or continue buying products from the same brand.
with SMS topping the list.
In-store or out-of-home signage with an SMS keyword and short
Retailers such as Walmart, Sears, PacSun, Claire’s and Auntie code is an ideal approach to have consumers opt-in to receive
Anne’s Pretzels, as well as brands such as Butterball Turkey, are messaging. Using a unique keyword for each call-to-action can
using SMS as an integral part of their marketing strategy. Any help with tracking so that retailers can look at the best markets
company using email or social media as a campaign element and judge results based on region or location relative to the
is a mobile marketer whether it realizes it or not. Additionally, call-to-action. Mobile in general and SMS in particular are on
SMS is a highly effective way to complement and enhance a tri- brands’ radar, and use of the channel will only increase in the
messaging approach. coming year. According to Lyris, mobile coupons garner a 10–20
percent higher conversion rate than print coupons, and there
is significantly less clutter in the SMS channel from brands at
this point.
Page 3
4. Reaching the Widest Audience with Common Short Code and SMS Mobile Marketing
Businesses Driving Marketing of keywords and planned promotions, Nimnicht was able to
effectively gauge dollars spent on radio, thus allowing them to
Success with Short Codes more efficiently allocate their marketing spend.
Carrabba’s Italian Grill locations in Orlando and Tampa ran an
SMS campaign to further engage customers and learn more “The Nimnicht Family of Dealerships wanted to use mobile
about their interests while deepening brand awareness and to grow a database and reach our customers in the way they
technological advances. Carrabba’s hoped to achieve a 5 percent communicate. Utilizing mobile has allowed us to build a stronger
redemption rate. The target audience was men and women ages and deeper brand relationship with potential new customers. As
25–54. Each participating Carrabba’s location had the ability an added bonus, we were able to analyze the strength of our radio
to grow its own database and select specific business touch partners by judging the mobile response, which has helped us
points where it wanted to grow sales. Each SMS campaign plan our marketing more efficiently. Mobile addressed several
was positioned to promote the different ways customers can challenges for us. First, simple SMS helped us build a one-to-one
experience Carrabba’s through SMS. relationship with both current and new customers. It allowed us to
Calls to action varied among each campaign that was used. communicate with them and actively drive sales. Second, mobile
Different offers were used to resonate with the customer and helped us stand out from surrounding dealers; our advertisements
encourage repeat visits and increased traffic to restaurants. In stood out, had fresh call-to-action statements, and generated
one of the campaigns, consumers were asked to text the keyword immediate tangible leads. Finally, mobile has helped us monitor
AMICI to short code 82672. Carrabba’s customer appreciation our advertising and measure each ad’s effectiveness.”
group is called the Amici Club so this program was an extension
of an existing program. There were 443 participants, accounting
— Lauren Dozier,
Director of marketing and advertising,
for a 35 percent redemption rate. Next, Carrabba’s will expand
Nimnicht Family of Dealerships.
the test nationwide to create a greater presence in this category.
This will launch through Carrabba’s customer appreciation
group, Amici Club. The same mix will be used as this test through Dodge of Auburn Hills, MI, asked consumers to text the keywords
providing offers and engagement texts. RAM, RAMRODEO or RAMSIXFLAGS to a short code. The aim of
the sweepstakes campaign was to promote Dodge’s new lineup
“The SMS campaign allowed us to increase customer traffic to of Ram trucks. In conjunction with Six Flags theme parks and
our restaurants in a manner that allowed for growth in specific national Dodge Rodeo events, the sweepstakes campaign
segment sales that were exclusive to each restaurant.” integrated SMS, the mobile Web, email and a traditional Web site
to promote Dodge Ram trucks. What enhanced this promotion
— Jamie Miller, was the integration with a traditional Web site to capture
Brand marketing manager at Carrabba’s Italian Grill. incomplete mobile entries. Consumers who replied with their
email addresses via SMS were simultaneously sent an email
The Nimnicht Family of Dealerships in Jacksonville, FL, ran inviting them to complete their entries from their PC’s as an
an SMS marketing effort which utilized targeted keywords to: alternative to their mobile devices. In this way, consumers with
gauge ROI across multiple radio stations; build a large mobile limited ability to access the mobile Web could easily participate
database for service specials, event pushes; and, leverage in the promotion, and Dodge was able to maximize the reach of
double opt-in campaigns towards generating warm leads and the campaign across multiple channels and demographics.
thus earn sales.
Throughout Six Flags theme parks and Dodge Rodeo events,
The dealership used text-to-win opportunities that fit the calls-to-action were placed in-venue encouraging attendees to
car brand on local radio. Examples include the opportunity text the keywords RAM, RAMRODEO or RAMSIXFLAGS to a short
to text-to-win Taylor Swift tickets, a GMC Sierra and passes code. Consumers that responded to the calls to action received
to Pro Bowl. Text-to-win tags were added to current radio an SMS asking them to reply with their email addresses for a
spots. Energetic radio commercials were recorded, which chance to win a weekly prize. In response, Dodge then returned
listed the keyword and short code a minimum of two times a second SMS reply which included an embedded URL that lead
per ad. After a significant database was built, an offer was to a mobile Web site containing an entrty form towards a grand
pushed that was valuable only to those people genuinely open prize vehicle drawing. The mobile site also included a Dodge
to purchasing a new or used vehicle. These people were then dealer locator and information about Dodge trucks.
considered tangible leads for the dealership; each was called
While entries via a traditional Web landing page accounted for 84
and personally invited in for a test drive.
percent of the total, more than 15 percent of the entrants began
The dealership generated 4,000 mobile opt-ins. After the their engagement with the program via text messaging from
double opt-in request, the program created 370 workable outdoor promotions. The sweepstakes demonstrates the power
leads (9.25 percent). In addition, because of the targeted use of mobile to attract and increase entries.
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5. Reaching the Widest Audience with Common Short Code and SMS Mobile Marketing
Guidelines for Calculating
and Measuring ROI for CSC
Marketing ROI can be difficult to quantify, because many of
the traditional on-line metrics used to measure success do
not always transfer to mobile. Short codes can offer better
tracking than the circulation counts or third-party ratings
surveys of traditional broadcast media – but still aren’t 100
percent quantifiable. To calculate short code ROI, firms must
define the metrics that will be measured as well as define the
upfront and ongoing costs of the short codes. A business should
also review the cost of short codes relative to other marketing
vehicles (such as print, broadcast, and multi-media). The goal of
the campaign will determine what metrics are used to calculate
the ROI. Engagement should be the end goal to measure return.
Engagement is more than just a click. Audience engagement
comes in the form of sales, votes, registrations, downloads or
other items. Defining which forms of engagement you want to
create and how your firm will measure Return on Investment
(ROI) is critical to the success of any short code program. Firms
should consider both the hard and soft ROI metrics when
designing campaigns. Hard ROI is a return that can be quantified
in cost savings and/or increased profits while a soft ROI may be
calculated using other metrics such as increase in customer The up-front investment is based on the cost of acquiring a short
loyalty and brand awareness. For example, a campaign that code, the cost of developing a creative campaign and the cost
allows a consumer to purchase a ringtone from their phone has of running the campaign. Also, since you are usually going to
a hard ROI because it can be directly correlated to profits while implement a common short code as a call to action with your
a campaign that is focused on engagement will produce an ROI traditional media, you increase the effectiveness of your entire
based on metrics such as number of interactions. campaign, thus getting a better ROI for your total marketing
program. Adding a common short code has been shown to
Goal of short Metric used to measure increase your response rates, in some cases by 100%.
code campaign campaign success
Common short codes (CSCs) are relatively inexpensive to
Increase profits Profit per promotion, number implement,when compared to total costs of traditional campaigns,
of coupons downloaded and/or but do require strategic planning and a solid investment of
redeemed time. Companies looking to mobilize their campaigns via
CSCs must decide on either a Shared or Dedicated short code.
Customer acquisition Number of leads, conversions per Shared short codes are utilized by multiple organizations
lead, cost per lead, cost per lead manageable by unique keywords that identify account/brand
versus another channel specific traffic. The Shared code model is typically less costly to
implement. However, this approach also comes with a variety of
Customer brand Subscription to a campaign, pitfalls – such as forfeiting the ability to specify a desired code-
awareness and loyalty downloads per campaign, string and/or mobile address, as well as common limitations
number of times a game was associated with the selection of keywords that suit the brand/
played by an individual initiative. However, the most significant disadvantage of utilizing
Data collection Number of responses, quality a Shared code is the inherent risk. If there is a violation on any of
of the data compared to other the programs running on that code, the entire code could be shut
channels down, affecting all campaigns running on that code. Whereas
Dedicated codes, and all subsequent keywords, are reserved
solely for the associated company and are flexible as either a
random set of numbers or a specific (vanity) code. The cost of
a random short code is $500 a month while the cost of a vanity
short code is $1,000 per month. Also worth noting is that the
random generation of a CSC will result in a 5-digit code.
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