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Effective Strategies for Mobile MessagingScott Pearson, VP Business DevelopmentNokia InteractiveMonday, February 25, 2008


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© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.


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© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

4th screen or 1st screen?

Today:3.3bn mobile phones1.5bn TVs1.1bn PCs

2015: 5bn internet devices

Majority mobile


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‘The single most important medium that people have is their wireless device … it is genuinely the convergence box that everyone has been talking about for so

many years’

‘Agencies must create content so that mobile phone users will be willing to seek

it out’

Andrew Robertson, CEO BBDO/Omnicom


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Need to resist seeing as just

a small PC


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Being mobile…

O F F L I N E E N G A G E M E N T

M O B I L E C O N T E N T


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WIDER REACH

TIGHTER TARGETING

MORE INTERACTIVE

INFORMATION

ENTERTAINMENT

PURCHASE DEVICE

SOCIAL

PERSONAL

EXPRESSIVE

EVER ACCESSIBLE

STORED ON PERSON

ACT ON IMPULSE

Mobile capabilities


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Messaging constraints

MORE INTRUSIVE

SMALL FORMAT

MOSTLY TEXT ONLY

LIMITED ATTENTION


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Channels

SMS: 160 characters, same font text

SMS WEB PUSH: Text link to an internet site

SHORT CODES: 4/5 digit numbers for user text in

MMS: Multimedia messaging, inc. animation, video and long text (Carrier limitations)

EMAIL: Short format access to Web email


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Mechanics


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Best practices

Be relevant: person, time, place, purchase history


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Day before appointment

Opt-in and number collected when

appt made

UK NHS loses $800m+ per year through missed appointments

Enpocket/Nokia trials across numerous offices show text appointment reminders reduce wastage 8–40%

NHS challenge is internal implementation


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Details of a meeting or event to have in hand


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Directions Approaching from London

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Directions

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From: Travelodge

Thanks for booking Travelodge Brighton. Arr: 9-06-06 Dep: 10-06-06Yr ref: BD9805Please click on the linkto view map/directions. Any queries call01273 56990.

Confirmation

From: Travelodge

Thank you for visiting TRAVELODGE. We value your feedback. How warmly do you feel about your stay? Please textback using a 0-10 scale (cold-hot).Thank you.

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Thank you/research

Hotel bookings and timely satisfaction monitoring


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Best practices


Be brief: not a ‘reading’ medium, a ‘snacking’ medium


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Best practices

Be Relevant: person, time, place, purchase history


Capture impulses: response, voting, text to win


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‘Text in’ is the simplest mechanic, capturing customer impulse for response off other media

All types of engagement and data capture opportunities

ExamplesText to winText to voteText to registerText for detailsText your viewText to joinText for couponText for WAP URL


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Best practices




Instantly reward: provide simple, quick gratification


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Super Bowl promotion to help launch 15 new Pepsi can designs

4 mobile banner ads on Sprint portal in 5 day lead up to Super BowlAd mechanics: >click to download branded wallpaper >click to win tickets >click to view video of new can designs >click for live video updates of the game

4.65% average CTR (peak 11.5% CTR)Wallpaper download more popular than click to win tickets (175,000 downloads)More than 50% of clicks downloaded wallpaperMore than 60% of clicks viewed video

Pepsi

Goa

lSo

lutio

nRe

sults


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Many ways to deliver instant customer reward/engagement

ExamplesClick to view a videoClick to call a representativeClick to find your nearest storeClick for a gift ideaClick to download mobile contentClick for a couponClick to do a quizClick to enter a sweepstakeClick to spec out your new car


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Best practicesBe relevant: person, time, place, purchase history



Instantly reward: provide simple, quick gratification

Exploit unique features of mobile: always accessiblecall devicestored on person personally expressive camera games and music on the go


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Use camera to upload pictures and/or video to screen or web site

Ideal for blogs, competitions, enhancing event sponsorships


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Drive traffic to BP gas stations via Wild Bean Café offerRaise awareness of coffee offeringBuild database for future activity

Text in to short code for unique SMS couponGo to any BP/Wild Bean Café and use coupon to receive free coffee

Largest secure mobile coupon scheme to date (1,000 enabled stores)Tens of thousands of voucher requests to dateResponse rates <10%Redemption rates 5–10%

BP/Wild Bean Café

Goa

lSo

lutio

nRe

sults

InboxThanks 4 your entry. Read voucher no. 123456 to Wild Bean Café cashier to get a free coffee. Valid once, only ‘til Nov. 1, 2006.Options Reply


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Vodafone MMS push

- 50% uplift in January games sales over December

- Almost doubled clicks on games home page the day MMS was sent

Campaign Aim: Increase traffic to, and sales of, games downloads on Vodafone live!

http://www.enpocket.com/vodafonemms/games3g/


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First music fans received messages about the gigs & how to win tickets

Then winners received scanable SMS barcode tickets for entry at the venue


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Credits/Thank You

Scott Pearson, Nokia Ad Business

[email protected]

effective strategies for mobile messaging · pdf fileeffective strategies for mobile messaging...

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