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YOU DECIDE WHO, WHY, HOW, WHERE & WHEN...YOU DECIDE WHO, WHY, HOW, WHERE & WHEN...
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A Brief History of the Mobile Phone
The mobile phone was invented in 1973 by Dr Cooper to his rival, Joel Engel
who was Head of Research at Bell Labs, but it was some time before mobile
phones were available commercially. Probably our first memories of mobile phones are from the 1980s when the handsets were large, expensive and
typically used by city high fliers. Today things are very different: nearly everyone in India has a
mobile phone, with many people having one for business and one for personal use.
A Brief History of the Mobile Phone
The mobile phone was invented in 1973 by Dr Cooper to his rival, Joel Engel
who was Head of Research at Bell Labs, but it was some time before mobile
phones were available commercially. Probably our first memories of mobile phones are from the 1980s when the handsets were large, expensive and
typically used by city high fliers. Today things are very different: nearly everyone in India has a
mobile phone, with many people having one for business and one for personal use.
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Why MOBILE?Mobile has 6 unique benefits.
The power of the mobile phone as a mass media is due to six elements not available on previous mass media.
THE PHONE IS THE FIRST TRULY PERSONAL MEDIUM. A 2006 survey by Wired revealed that 63% of the population do not share the phone even with one’s spouse, it is that Personal.
THE PHONE IS ALWAYS CARRIED. A survey in 2005 by BDDO found that 60% of the population sleep with the phone physically in bed; a Nokia 2006 study that 72% of us use the phone as our alarm clock.
THE PHONE IS THE FIRST ALWAYS-ON MASS MEDIUM, today many media offer alerts via the phone, what is on another real time medium like TV, such as CNN breaking news alerts via SMS.
MOST IMPORTANTLY, THE PHONE HAS A BUILT-IN PAYMENT MECHANISM. No other medium has a built-in payment mechanism, even on the internet you have to subscribe to Paypal or provide a credit card, etc., but already today, older media collect payments through the mobile phone.
THE PHONE IS A CREATIVE TOOL AVAILABLE ALWAYS AT THE POINT OF CREATIVE IMPULSE. Mostly when the photo opportunity emerges, our digital camera is safely at home in its camera case. But the camera phone (which is our video recorder and podcast recorder) is on our pocket, always the ready to snap images and clips.
Lastly but perhaps most relevant to the legacy media, MOBILE CAPTURES THE MOST ACCURATE CUSTOMER INFORMATION IN ANY MEDIUM. AMF Ventures measured the relative accuracy of audience measurements on TV, internet and mobile, in May 2007, finding that on TV only 1% of audience data is captured; on the internet about 10% of audience data is collected; but on mobile 90% of audience info can be identified. Considering media content targeting and advertising, this means that for practical purposes we know the exact composition of our total audience, individually and exactly – and even where the media is consumed. Not even on the web do we have this level of precision. CRM (Customer Relationship Management) will be revolutionized! It is not surprising then to find that in Japan, 54% of all mobile phone users receive advertising on their phones and with targeting and personalization, 44% like the ads so much, they actively click on the ads.
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Marketer’s Delight or ChallengeMarketer’s Delight or Challenge
Over 1 Bn Population = Over 1 Bn Potential UsersOver 1 Bn Population = Over 1 Bn Potential Users
Challenge is reaching them
Traditional Media – Reach and Limitationshttp://www.sammrat.comhttp://www.sammrat.com
Have you thought
about a NEW
Medium?
ReachReach CostCost EffectiveEffectivenessness
TVTV HighHigh Very HighVery High HighHigh
PrintPrint LowLow HighHigh HighHigh
RadioRadio MediumMedium MediumMedium PoorPoor
OutdoorsOutdoors MediumMedium MediumMedium MediumMedium
EventEvent LowLow MediumMedium HighHigh
POSPOS MediumMedium MediumMedium MediumMedium
InternetInternet HighHigh LowLow LowLow
Direct Direct MailerMailer
HighHigh HighHigh MediumMedium
Traditional Media
• General Appeal
• Not Personalised
• Can be Missed
• Avoidable
• Wastage
• Low Efficiency
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Leverage a New MediumLeverage a New Medium
Mobile Tele-density at over 20%Mobile Tele-density at over 20%
Your Suppliers, Your Retailers, Your Users, Your Competitor’s Users
Can you reach all of them when you want to?
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Sammrat SMS – Sammrat SMS – The Next MediumThe Next Medium
SupplementingSupplementing ComplementingComplementing
(adding Reach) (adding Effectiveness)(adding Reach) (adding Effectiveness)
TV
Radio
Outdoors
Sammrat SMS
TV
Radio
Outdoors
Sammrat SMS
As a standalone Medium reaching out to a larger audience instantly
Enhancing the effectiveness of Traditional Media
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Sammrat SMS Sammrat SMS
SupplementingSupplementing
GamesGames
ContestsContests
Campaign ReinforcementCampaign Reinforcement
ReminderReminder
Product FeedbackProduct Feedback
RewardsRewards
Mobile CouponsMobile Coupons
ComplementingComplementing
AwarenessAwareness
AnnouncementAnnouncement
New/Special OfferNew/Special Offer
Mobile CouponsMobile Coupons
ReminderReminder
InfluenceInfluence
InvitationInvitation
Popular SMS – A true TWO WAY COMMUNICATION Engine
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With Sammrat SMSWith Sammrat SMS
Announce a new Product LaunchAnnounce a new Product Launch
Build your BrandBuild your Brand
Announce Sales PromotionsAnnounce Sales Promotions
Reminder for offersReminder for offers
Event remindersEvent reminders
Reward using Mobile CouponsReward using Mobile Coupons
Engage using games and contestsEngage using games and contests
Take Product FeedbackTake Product Feedback
Generate LeadsGenerate Leads
Create Innovative Dialogue Create Innovative Dialogue OpportunitiesOpportunities
Build Brand CommunityBuild Brand Community
Man Power recruitmentMan Power recruitment
A Personalized Message with Undivided Attention
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Sammrat SMSSammrat SMS
Reach out to Targeted AudiencesReach out to Targeted Audiences
Reach out to over 50 Lakhs targeted mobile users a dayReach out to over 50 Lakhs targeted mobile users a day
Send out personalised and customised messagesSend out personalised and customised messages
Customise your message yourselfCustomise your message yourself
Sender ID BrandingSender ID Branding
Delivery ConfirmationDelivery Confirmation
100% efficiency on Message Submission100% efficiency on Message Submission
High Speed SMSHigh Speed SMS
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Create AwarenessCreate Awareness
Talk about your OfferTalk about your Offer
Talk about a SchemeTalk about a Scheme
Message from an EndorserMessage from an Endorser
Remind themRemind them
Invite themInvite them
Influence themInfluence them
Sammrat SMSSammrat SMS
Achieve Your ObjectiveAchieve Your Objective
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Sammrat SMSSammrat SMS
Reach them when you want to - instantly
Days of month, Time of DayDays of month, Time of Day
Event RelatedEvent Related
Catch the peak days of the buying cycleCatch the peak days of the buying cycle
Flash MessageFlash Message
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Sammrat SMSSammrat SMS
Direct, Personalised Message
Focused on ProductFocused on Product
Focused on OfferFocused on Offer
Focused on new IntroductionFocused on new Introduction
Focused on some EventFocused on some Event
SENDER ID BRANDINGSENDER ID BRANDING
Message from your Mascot / Endorser / CelebrityMessage from your Mascot / Endorser / Celebrity
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Sammrat SMSSammrat SMS
Reach them with Relevance
VernacularVernacular
Topical (Slice of life, current happenings)Topical (Slice of life, current happenings)
Relevant (citywise)Relevant (citywise)
Customise message daily (less obtrusive and Customise message daily (less obtrusive and very effective)very effective)
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SammratSMSSammratSMS
Universal Reach
Nation-wideNation-wide
State-wideState-wide
City-wideCity-wide
Area-wideArea-wide
Road-wideRoad-wide
HNI, SME, Retail, Gender...
Sub Category
Cutting across all Telcos
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Sammrat SMSSammrat SMS
Message 100% Customizable
Send Text MessagesSend Text Messages
Send Picture MessagesSend Picture Messages
Change message content hourly, daily, Change message content hourly, daily, audience wise etc.,audience wise etc.,
Send unlimited messages dailySend unlimited messages daily
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Sammrat SMSSammrat SMS
Traditional Call Centre Solution
Typical Call Centre Business to Business ContactBusiness to Business Contact Business to Consumer ContactBusiness to Consumer Contact Marketing of Product and ServicesMarketing of Product and Services NotificationsNotifications Lead GenerationsLead Generations PromotionsPromotions RemindersReminders
Limitations High Cost Less ReachHigh Cost Less Reach Quality ManpowerQuality Manpower Consistent QualityConsistent Quality Huge ResourcesHuge Resources
A Good Tele Caller can only contact 60 people in a day
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Sammrat SMSSammrat SMS
Banking
• Lead Generation• Account Opening• Credit card, Personal, Auto, Home Loans offers• New Branch Opening etc.,
Automobiles
• Lead Generation for Car & Bike Sales• Service Reminder• Loan cum Exchange offer• New Product •Launch etc.,
Insurance
• New Product Introduction
• Renewals
• Maturity etc.,
Telecom
• Special Offers
• New Product Launch
• Bill Reminders
• Increase revenue for VAS etc.,
Retail Industry
• Brand Positioning
• Special Offer
• New Outlet Opening
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The 5 Cs of Mobile = ConnectednessCOMMUNICATION – The mobile phone is primarily a communication device. It allows one person to talk to another; it allows one person to send a message to another via SMS, MMS, instant messenger or email. Marketing Question: What are we communicating, when, to whom, why and how? How are we going to allow customers to communicate with us?
CONSUMINGWe have full multi-media access on our phones, we’re also consuming a wide range of content from video new clips, ringtones, images, videos, casual games and news services. It could be argued that we ‘consume’ messages from loved ones and marketers alike.Marketing Question: What do our customers want to do on their phones? How does that fit in with what we want to communicate?
COMMUNINGThe mobile phone allows us to connect with the digital world and have a presence or be ‘always on’. It means that we have access to information 24/7 and that others can connect to us 24/7. Marketing Question: How does our marketing effort allow customers to commune or link with us and/or the outside world?
CONVENIENCEThe mobile phone is a very convenient way to communicate with another person or entity or find something out by looking it up on the mobile internet. The mobile phones we have today are more powerful that the desktop computers we had sitting on our desks less than 10 years ago.Marketing Question: Can we make our campaign or our service more convenient for customers by allowing mobile interactivity? Is our service or campaign convenient to use?
CONTROLYou decide how ‘always on’ you want to be, or not. You can turn off at any time. You can see who is calling you and decide whether or not wish to take that call. You can see who is sending you a text message can you can decide whether or not you wish to reply. What this means for marketers is that the customer may choose to interact with you via their mobile. They may (or not) give you permission to talk to them via their mobile phone. But it also means that you need to put the customer in control of that permission and make it easy to unsubscribe from marketing activities.Marketing question: Have we got our subscribe/unsubscribe process right?
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Rules for SuccessWhen planning your mobile marketing effort, it really is back to marketing basics and lots of common sense.Don’t get bogged down with the technology, think through your product or service, your audience and what you want them to experience.
There’s a simple checklist to go through which may help you with this.
Segment, Target, Position.
What are the customer segments you want to reach?
Which of them are you going to target for this campaign?
How are you going to position your product or service with them, thus affecting brand and key messages?
Who is the audience?
What do you know about them?
Where do they hang out (in this day and age, you need to go to where customers are rather than ‘build it and they will come’)?
Who are they hanging out with?
What are they reading on and offline?
What are they looking at on TV, listening to on the radio, surfing on the internet, using on their phone?
What are your key campaign messages?
Is it promotionally led (e.g. Special Offer)?
Is it ongoing communication?
Is it customer service (thank you messages, requests for feedback)?
Rules for SuccessWhen planning your mobile marketing effort, it really is back to marketing basics and lots of common sense.Don’t get bogged down with the technology, think through your product or service, your audience and what you want them to experience.
There’s a simple checklist to go through which may help you with this.
Segment, Target, Position.
What are the customer segments you want to reach?
Which of them are you going to target for this campaign?
How are you going to position your product or service with them, thus affecting brand and key messages?
Who is the audience?
What do you know about them?
Where do they hang out (in this day and age, you need to go to where customers are rather than ‘build it and they will come’)?
Who are they hanging out with?
What are they reading on and offline?
What are they looking at on TV, listening to on the radio, surfing on the internet, using on their phone?
What are your key campaign messages?
Is it promotionally led (e.g. Special Offer)?
Is it ongoing communication?
Is it customer service (thank you messages, requests for feedback)? http://www.sammrat.comhttp://www.sammrat.com
THANK YOU
FOR YOUR TIME
THANK YOU
FOR YOUR TIME
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