SMS Text Message Marketing

Yesterday we posted again to Technorati, this time a two part article titled “Playing to Channel Strength Key to Successful Cross Channel Marketing,” in which we describe the importance of “channel strength” in determining a winning cross channel strategy.  By “strength” I am referring to the relative benefits of various digital channels such as mobile, email and social media.  Outlined are some of the high level distinctions to consider.  In Part 2, an example of cross channel marketing in action is provided that applies to any multi location business, such as a retailer or restaurant chain.

Location technology is the hottest thing going in mobile marketing these days, with new “check in” style apps emerging seemingly every day. News today of a rather unique location application today here and here at first glance sounds very exciting. I say “first glance” because despite the utility of recognizing a customer upon entering a store and getting them immediately engaged in a (potentially) relevant shopping experience, the fact only iPhone users can participate limits the potential reach of the program.

Not only does reach suffer, but participating retailers must have hardware installed in each location that triggers the “check in” process. Limited reach, combined with hardware requirements, makes app-based location programs such as this one far less desirable than they otherwise could be.

To that end, the better solution is one that all customers may participate in while preserving the ability to create the most relevant offers and communications. Especially if the goal is rewarding loyal customers, it’s a shame to exclude customers based on the device they happen to be carrying.

The channels available to marketers to reach their customers are varied, but it appears all are converging on mobile devices.  Text messaging and Twitter are native to mobile, while email, mobile web browsing and social networking are increasingly seeing usage on handhelds.  As we’ve been recently reporting, the marketing battleground for consumer mindshare will be the small screen more so than any other.

Today on eMarketer, an article titled “Email Dominates Mobile Web Time” cites Nielsen research showing that email is among the most common activities of mobile internet users.  Social networking is not far behind:

“Social should continue to make gains in the mobile realm, however.  comScore reported it was the fastest-growing mobile internet activity between 2009 and 2010, rising 80% in usage, while email grew more slowly.  Bridge Ratings predicted in June that mobile social networking would grow twice as quickly as email during the next 12 months.”

It’s going to be ineffective for marketers to target consumers in isolated, stand alone channels like mobile messaging, email and social media with all these activities taking place on mobile devices, most of the time.  Orchestrating marketing efforts intelligently across channels, in consideration of consumer preferences and permissions, will be key to success.

We recently blogged about a customer of ours, alcohol brand VeeV, who utilized our Location Campaign to point consumers to the nearest store that carries its product.  Calls to action for mobile marketing programs vary widely, from a Facebook post (as in the case of VeeV) to more traditional media such as billboards, signage in and around commuter stations, television and radio.  As I’ve said before, mobile really is all about cross channel marketing.

My colleague Amanda Gilmore today came across a radio advertisement by DVD-rental kiosk giant Redbox, in which they similarly promote a text interaction to help consumers find the nearest Redbox.  Click here to listen to an audio clip of the ad, courtesy of Amanda.  Consumers simply text the word Redbox to 50101, after which they are instantly prompted for their zip code then presented with the closest Redbox kiosk address.

For the curious, this ad was featured on B96 in Chicago, one of the city’s most popular radio stations.  To learn more about connecting customers to your store locations using ubiquitous text messaging, contact Amanda.

That’s the thought that came to mind upon seeing an article today titled “Online Trends: Mobile E-Mail Replacing Desktop E-Mail.”  This excerpt sums it up:

“According to the Nielsen study measuring online activity of 200,000 users and comparing results from 2010 to the previous year, e-mail use on the desktop dropped from 12 percent to 8.3 percent, and fell into third place behind social gaming like Farmville. Meanwhile, time spent on e-mail on mobile devices went up from 37 percent to 42 percent–clearly dominating other mobile online activities.”

While the article focuses on the viability of desktop email clients such as Microsoft Outlook amid this changing user landscape, it also helps explain why established email marketing software providers such as ExactTarget, Responsys, Lyris and others are all bolting on mobile channel components to their offerings.  Even the marketing services firms that specialize in email are getting into the act, what with Epsilon’s news today on MobileMarketer.  As consumers move away from desktop to mobile email, competition for consumer eyeballs intensifies with all the options available on a mobile device – sms text messaging, mobile applications, the web, and email.  So it’s natural that email providers hedge their bets by tapping into the mobile trend to remain relevant to marketers.

For marketers though, the cross channel marketing challenge is not about accounting for different best of breed communication platforms, it’s about orchestrating marketing campaigns that consider available channels and consumer preferences.  An additional hurdle for marketers will be discerning between the hype generated by email providers and legitimate cross channel marketing solutions such as offered by Interactive Mediums.

That was my response to an article posted on eMarketer recently, titled “How Are Email, Facebook and Twitter Audiences Different?”  Research by email provider ExactTarget not surprisingly found that social media channels like Facebook and Twitter were not cannibalizing email communications.  The gist: email remains a viable marketing channel alongside social media.

Funny enough, an article posted by eMarketer a day later titled “Why Email Metrics Are in Decline”  suggests otherwise.  The challenge, it would seem, is that stand-alone email marketing is struggling against the tide of list fatigue and competing channels.

All signals are pointing to the question none of these articles asks – which is “how do marketers leverage digital channels in unison to meet their business objectives.”  As ExactTarget’s research points out, channels are not cannibalizing one other, but co-exist in the eyes of consumers.

The reason the title of this post asks how the audiences are the “same” versus “different” is because any consumer who opts in or follows your brand is a customer or potential customer. The key then is realizing it’s all about relevance, or how you approach the consumer, that determines success or failure. ExactTarget’s research suggests as much. Consider:

“The report suggests using Facebook for both informative and entertaining communications would be most effective.“

“Twitter appeals most to consumers who want to feel up to date and in the know, suggesting information about new products and services or other brand initiatives would be of interest.”

So it would figure that smartly marketing across these channels is a winning formula.

Emerging cross channel marketing solutions are purpose built for this challenge.  Recent research into cross channel marketing by Forrester, and reported on MarketingProfs.com, illustrates the need:

“35% also cite integrating traditional marketing with social channels (as key).”

That’s the question that came to mind upon seeing an article today on eMarketer.com titled, “Email Still Driving Shopping over Social.”  The timing of the research reported in the article is interesting given this article we just posted to Technorati.

The business case for investing marketing dollars in social media is a work in progress, with the outcome likely similar to that described in the Technorati article.  Businesses simply need to close the loop on their social community marketing efforts by offering anyone interested the chance to participate in a promotional relationship with a brand or business.

The “viral coupons” cited in the eMarketer.com article don’t help foster closer individual relationships with customers.  A focus on customer service or preventing a public relations disaster certainly have value but long term those are just not meaningful contributors to revenue.

This isn’t to suggest “spamming” fans or followers with irrelevant messages – what it does suggest is that there are customers who express positive views of a business or influence others in positive ways that marketers focused on loyalty should attempt a one to one relationship with.

To do so, you need some identifying information, such as an email address or mobile number along with opt-in permission.  It’s really that simple.  Less simple is the system which monitors the social universe, detects and segments the audience and helps connect the loyalty marketer with those “socially loyal” customers who deserve special treatment.

Geo-fencing and location-based services (LBS) are all the rage right now, with new offerings being announced daily.  Yet, there exists a very compelling and valuable location-based technology available right now from Interactive Mediums — our “Location” Campaign.

My colleague, Amanda Gilmore, worked with lifestyle alcohol brand VeeV to connect its customers with the nearest store offering their product using the simple effectiveness of SMS text messaging.  Texting VEEV to 75309 prompts you for your zip code, after which the nearest store and address is returned in real time.  It’s a perfect example of how integration — in this case with a database of distribution points and location data submitted from consumers — is made easier with a technology such as our Engagement Platform, and drives real value in mobile marketing programs.  Imagine other possibilites, such as embedding a web link in these messages to redeem a scannable mobile coupon or pointing customers to drink recipes.

Just like another client Amanda acquired for Interactive Mediums, the Chicago Housing Authority, VeeV is providing an immensely valuable service to its customers that is both a convenience and direct revenue contributor/cost saver.  More brands that sell via distribution channels like VeeV need to take advantage of solutions like our new Location Campaign and make the interaction a centerpiece of any and all promotional materials.  Customers cannot consume your product if they can’t find it!  Contact Amanda to learn more if you’re interested.

Yesterday we posted another article to Technorati, titled “SMS Text Message Marketing Signals Shift in Agency/Client Relationships.”  Based on first-hand experience, we see a tremendous opportunity for mobile channel marketing to fuel higher performing and perpetual efforts for agency clients, while giving agencies access to information they can use to better understand client customers and pitch new business ideas.  The key, as pointed out in the article, is working with a technology partner like Interactive Mediums to make it all happen.

Yesterday we placed an article with Technorati titled, “From Alerts to Engagement: The Value Dimensions of SMS Text Messaging.”  Technorati represents a chance for Interactive Mediums to take its message of multi channel engagement to a large audience.  For those unfamiliar with Technorati, here are some stats about the site from the site itself:

“The largest social media advertising network
The 4th largest social media property*
The 2nd largest blog media property*
248+ million unique visitors**
500+ influential blogs and niche social networks
Online properties that introduce blog content to millions of consumers”

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