archer webinar- why mms 5.2.13
Post on 09-Dec-2014
487 Views
Preview:
DESCRIPTION
TRANSCRIPT
Why MMS Is the Essential Next Step in Effective Customer Mobile MessagingMay 2, 2013
About Archer
Our Aim is True
Archer has launched tens of
thousands of global
initiatives for companies,
agencies, and public
institutions needing to
connect with their desired
target audience.
Archer provides guidance
every step of the way to
make sure you deliver
contextual, timely,
targeted content that
builds enduring trust and
loyalty.
Reach Engagement Guidance
Archer’s breadth of
mobile solutions help you
communicate with your
audience in a way that
encourages interaction
and engagement.
Archer Capabilities
Reaching and engaging customers where they want to be reached and engaged, addressing changing customer needs, wants, behavior and media channel preferences.
1 in 3 Mobile Users• Took a picture (37%)
• Searched for a nearby store (32%)
• Searched for coupons (31%)
• Researched product/price (30%)
• Text/called friend about a product (29%)
• Looked up product/price info (28%)
• Sent a friend a picture of product (27%)
• Created a shopping list (27%)
ComScore September 2011 US Custom Mobile Retail Advisor Survey
1 in 4 Mobile Users• Found or redeemed coupon (26%)
• Scan barcode to compare price (26%)
• Read customer ratings/reviews (24%)
• Compared price via web (24%)
• Shared product recommendations (18%)
• Checked store inventory (18%)
• Made mobile web purchase (15%)*
• Used mobile shopping app (15%)*ForSee US Survey January 2012
1 in 5 Mobile Users
The Mobile Rich Media Imperative
The Impact of Sending Mobile Messages
Recommend the store to others
Purchase another product from that store (different for the product being promoted)
Purchase the product promoted in the store
Visit the store
Visit the company's website to purchase the product promoted or a different product
Visit the company's website for more info
0% 10% 20% 30% 40%
21%
25%
26%
32%
37%
38%
Placecast/Harris Interactive “The Alert Shopper” May 2012 mobile users who have signed up to receive text alerts from retailers/merchants
The Impact of Mobile Messages
SMS/MMS Open Rates
Click Through Rates Conversion Rates
Facebook Ad (DMA)
Online Display (DMA)
Email (DMA) SMS Study 1 (Signal)
SMS Study 2 (DMA)
SMS Study 3 (Textboard)
SMS Archer Tier One
Brand
0%5%
10%15%20%25%30%35%40%45%50%55%60%65%
1% 1%7% 6%
14%19%
58%
Email Open Rate
SMS/MMS Open Rates
Phones Enabled SMS/MMS
0% 20% 40% 60% 80% 100%
22%
97%
97%
Source: Mobile Marketing Association; Frost & Sullivan; Epsilon
Email (DMA)
Online Display (DMA)
SMS (DMA) Archer MMS Case
1
Archer MMS Case
2
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2% 4% 8%15%
47%
Immediacy.
Solutions for RetailersWhy MMS Messaging?
• vs. email: on average emails are read within 48 hours—text messages are read within 4 minutes• vs. postal mail: days vs.
minutes for SMS/MMS• vs. Radio & TV: weeks to
months of production and scheduling vs. hours or minutes
Solutions for RetailersWhy MMS Messaging?
Engagement.
• vs. email—300% increase in opens for MMS vs. email, between 60%-70% of email messages are blocked by corporate spam filters
• Performance—branded campaigns have seen as high as 50% CTR and 40% lift in purchase intent
• ROI—1000%+ on a branded campaign
• vs. Social media: immediate but fleeting as messaging slides through Twitter streams or across pages—mobile messages stay on the phone until erasedSource: CTR Rebook campaign, Mogreet archive; Lift GMC campaign, Mobile Marketer Nov 2010; ROI BMW
campaign 3G Dating Agency blog, DMA 2010 Response Rate Trend Report
Solutions for RetailersWhy MMS Messaging?
High Response Rate. • Ability to respond directly from a message—click to call, click to web, direct POS redemption, direct product fulfillment, reply SMS/MMS
• It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to an MMS message.
• Messages can be personalized to interests, needs and profile of individual consumers or groups
(Source: CTIA.org)
Solutions for RetailersWhy MMS Messaging?
http://community.nuance.com/blogs/expertsblog/archive/2011/10/19/why-95-of-apps-are-quickly-abandoned-and-how-to-avoid-becoming-a-statistic.aspxhttp://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/
http://aptito.com/blog/2012/05/23/smartphone-apps-–-how-many-people-use-them-what-is-your-restaurant-missing-out-on-by-not-offering-one/http://www.forbes.com/sites/ericjackson/2012/08/03/why-the-higher-click-through-rates-for-mobile-ads-which-facebook-touts-mean-nothing/2/
http://ctia.org/advocacy/index.cfm/AID/11219http://www.comscore.com/Insights/Press_Releases/2013/4/comScore_Reports_February_2013_U.S._Smartphone_Subscriber_Market_Share
http://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/
The Pew Research Center’s Internet & American Life Project April 26-May 22, 2011 Spring Tracking Survey
http://www.mmaglobal.com/research/achieving-tangible-roi-multimedia-text-message-marketing
1000 people: app/web ads
x only 57% of phones can actually use apps
= 570 people left
X 87% of smart phone owners use apps
= 496 people left
x only 0.8% of in-app ads are intentionally
opened
Hey look, you reached 4 people…
1000 people: MMS
X 95% of phones can receive MMS
= 950 people
x 61% of phone users use MMS
= 580 people
x 98% of MMS messages are viewed
Wow, you reached 568
people with rich media!
Comscore MobiLens September 2011
Reach!
Strategy: Drive Sales, Satisfaction & Cuts Costs
STRATEGIC OBJECTIVES
1. Increase relevancy of marketing with segmentation, increasing conversion and desired customer behaviors
2. Drive traffic to stores, online Web and mobile Web
3. Reduce the cost of customer service while improving customer engagement, satisfaction and loyalty
4. Build a closer relationship with customers with highly relevant messages by capturing and responding to their individual needs
5. Increase awareness and engagement of products, services and the brand itself
6. Create new and cost efficient channels for product sales
7. Increase effectiveness of store merchandising with compelling and useful mobile interactivity
8. Increase the effectiveness of all other marketing channels by integrating mobile interactivity and engagement
Tactics: What You Can Do With MMS
• Rich media messaging for PUSH marketing to drive customer engagement, loyalty and store/web traffic
• Build and integrate your CRM database for segmented mobile messages driving store traffic and customer loyalty
• Deliver product/service information that relates to profile, preference and behavior data (online and off) to drive store traffic with option of relevant offer/promo
• Deliver incentive marketing programs increasing customer loyalty and retention with POS redemption/tracking
• Location relevant messaging (LBS) based on dynamic, real-time carrier lookup
• Deliver rich media content and promotional content driving traffic to mobile web content portals
• Customer service engagement for customer statements, loyalty program access, and shipping/billing alerts
MMS Mobile Engagement for Retail
• New Arrivals• Event Promotion • Sweeps• Location Based Offers• Loyalty Offers• Triggered Offers• Segmented Offers
DRIVE TRAFFIC
• Merchandise Info• POS Offers• Mobile DB Opt-in• Alert Store Manager• Send to Friend• Wish Lists• Social Sharing• Local Store Marketing
IN STORE
• Mobile DB Opt In• Thank You Message• Receipt Delivery• Loyalty Statement• Follow Up Offers
PURCHASE
• Social Sharing• Order Issue Alerts• Delivery Status• Pick up In Store• Loyalty Statements• Credit Card
Statement• Gift Cards
ON LINE
MMS Integration and APIs
EASYINTEGRATION
CRM DATABASES BUSINESS PROCESSES OUTSIDE ANALYTICS CONTENT/CMS WEB SERVICES CROSS CHANNEL .CSV INTEGRATION CUSTOM
INTEGRATION
MMS Marketing Message Delivery
44264
Citycafe
MMS Image
• Unlimited characters• Media size limits according to carrier
and handset• Handset model detection and media
optimization a must• Deliver images, video, animations,
slide shows and more
MMS Video
Integrated Marketing
MMS Video & Rich Media
MMS Coupons & Graphics
Landing Page & Sites
Native Apps
44264
Citycafe
City Café Thanx for joining, look for weekly exclusive offers via SMS and MMS. Show this message for free coffee with breakfast croissant Code 34rrt More at htt://cc.mobi
SMS
PUSH MMS ALERTS OR SINGLE INTERACTION
QR Codes & Microsoft Tag
MMS
MMS: Rich Media Messaging Rocks
Carlos by Carlos Santana Collection Offer
Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.carlos.com
• 50% of people are more engaged with a retailer after watching a video
• 45% of people are more likely to return to a retailer if a video is integrated
• People are more engaged with a retail brand after watching a video
• People are willing to spend 2.79 minutes watching a video that supports a brand value
Source: Invodo e-tailing, March 2013
Macy’s Carlos Santana Collection Offer
Get 10% off any Carlos Santana designer shoes or accessories at Macy’s this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.macys.com
Carlos by Carlos Santana
MMS: Loyalty & Personalization
Macro: MMS resulted in higher customer spending than those who received email or SMS marketing for the brand.
Infacet: Sent to highest value customers using CRM based segmented messaging.
We have seen 5x performance of MMS over SMS for many campaigns.
Driving Store Traffic via MMSRich media incentive marketing driving store traffic and credit card sign up.
• MMS to promote seasonal Red Carpet Event Sale
• Sweepstakes giveaway to drive customer participation
It’s hot, it’s red, it must be the Edgars Red Carpet Event!
Open and account with Edgars today and join in on the Red Carpet Event which includes an exclusive 12 hour shopping experience.
Get in store today! Don’t forget to bring your ID and qualify for up to $100 in discount vouchers.
It’s a date on the 5th of August 9am to 9pm
Campaign Metrics: 5:1 performance over previous SMS or email campaign
MMS: Driving Traffic and Credit Sign Up
45
Intro
Me + mobileBank = Potential
mobileBank :Check out our latest video to find out how mobileBank can help you experience life in its fullest! For more info, visit http://m.mobilebank.com\
Customer Onboard and Education
MMS Intro Video
Video Playback
Airline Loyalty GO Club Rewards Enrollment Form
Customer Acquisition & Database CRM• Opt-in available via online Web form,
mobile site or app capturing customer profile data
• User selectable alert message content preferences
• Preference and profile data can be captured for CRM database build, analysis, segmentation, and use in other marketing channels.
• Outside CRM data or transaction history can be integrated for segmentation and relevance
• Messages can then be contextually personalized for each consumer by name, location, product relevance, behavior, transaction history and any other event/data
Mobile Site Opt-in
Web Opt-in
Driving Upsell via MMSMMS used to drive product and services upgrades.
MMS: Personalized Upsell
• 5 different messages sent• Very high volume per message sent• Personalized audio and video content for each
customers’ account status first name, handset they currently own, closest store to get a new phone etc.
• Significant increase in contract upgrades over SMS—MMS is now channel of choice
• Within 1 hour of MMS sent, tracked contract upgrades from retail stores
• Messages segmented and personalized by consumer profile—low value, high value, subscription plan etc.
• Custom video content created for MMS• Repurposed :30 TV animated spots• Ongoing messaging to highest priority
upgrade candidates (feature phone users)
MMS: Product Awareness/Upgrade Promotion
MMS: Personalized Upgrade Video Promotion
Leverage CRM data to personalize MMS text or even actual rich media itself (video and audio) by segments or even for each customer
Knows customer by name Knows product purchase history Knows customer status/transactions
Product cross/up sell Personalized product info/awareness Personalized loyalty awareness
Personalized loyalty/reward offer Personalized by location driving store traffic
MMS: Personalized Upgrade Video Promotion
Location Based Messaging
• Geo-fencing using real-time lookup with radial parameters based on a list of user designated locations
• One-time message campaigns with real-time location lookup
• Location aware SMS subscriptions/alerts using one-time location lookup of the user at opt-in capturing a fixed “home” location, with the option of additional lookups for user location verification
• SMS subscriptions/alerts with real-time lookup of each subscriber’s location before every subscription/alert broadcast
Carlos by Carlos Santana Collection Offer
Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. Closest store to you now is 433 Powell St. at Market.
“SMS 2.0” MMS Mobile Statements
• Saves mailing & paper costs• Engage customer with rich content• Relevant—delivered to their phones• High and quick open rates• Multipurpose—business ops +
marketing• Save time—no paper statement
processing delay• Flexible—deliver statements when
desired• Opportunity to integrate product
and services marketing
SECUREproven to meet
stringent security and legal requirements
And they WORK
89%confirmed receipt of mobile statement for
Vodacom
HIGH, MEASURABLE DELIVERY RATES
2,500,000statements delivered
every month for African Bank
MMS MOBILE STATEMENTS
decrease in statement delivery costs for
municipalities
75%
PROVEN EFFECTIVE IN DECREASING COSTS
25%increase in average
monthly collections forlarge retailer
Detailed MMS Mobile Statements
Integrate Business Ops with Marketing
Carrier rich media (MMS) delivery of statements
> Savings of 50% compared to previous costs
> 77% Customer Preference
> Decreased Payment Cycles
> Bad Debt Reduced
Increase Operational Efficiency with MMS
Vodacom MMS Statements
Why MMS Is the Essential Next Step in Effective Customer Mobile MessagingMay 2, 2013
top related