Product Summary Direct response & sales promotion Platform modules and enhanced advertising interaction Consumers are increasingly using mobile devices to immediately respond to marketing communications. If you aren’t integrating mobile with your advertising, you’re missing out. At its core, mobile marketing is a direct response and CRM medium that can and will enhance your marketing to reach, acquire, and manage your customer relationships. Speak to us about: short codes and long codes QR codes mobile internet landing pages text for [call back or info] location-based marketing sales promotions, such as ‘text to win’ surveys Reply
Transcript
Product Summary
Direct response &sales promotionPlatform modules and enhanced advertising interactionConsumers are increasingly using mobile devices to immediately respond to marketing communications. If you aren’t integrating mobile with your advertising, you’re missing out. At its core, mobile marketing is a direct response and CRM medium that can and will enhance your marketing to reach, acquire, and manage your customer relationships.
Speak to us about:short codes and long codesQR codesmobile internet landing pagestext for [call back or info]location-based marketingsales promotions, such as ‘text to win’surveys
Reply
Channel engagement
One of the most effective ways to integrate mobile with your DR strategy is to highlight mobile as a response channel – or even as the ‘preferred’ response channel (see Fig. 1). This can be done simply and relatively inexpensively using shortcodes or QR codes. These response tools make it easier and faster for consumers to directly respond to marketing communications, improving response rates, generating interest within target segments, and turning passive activities into proactive opportunities. Mobile measurement and tracking also provides better reporting on marketing performance.
Iris modules
Incentivated provides an advanced Enterprise Messaging SaaS solution, featuring multiple modules and connectivity options. We offer value-added functionality over and above our network connections to the mobile networks for SMS/MMS and email communications. (Incentivated is also an ESP.)
Our solution includes advanced analytics capable of reporting on messages sent and delivered, as well as user interactions with functionality within a given message (e.g. unique links clicked).
Reports are time and date stamped, and can include geographic information for location based services.
Incentivated’s mobile modules are used for DR and sales promotion purposes by fmcg and blue chip clients including GSK brands (such as Horlicks), Marks & Spencer, NSPCC, British Red
Cross, London Ambassadors (2012 Olympic & Paralympic Games), Cadbury’s, Greater London Authority, and STA Travel.
Some of the modules available that can be used for response and promotional purposes include:
Auto responseAuto Response , as the name implies, automatically replies to incoming text messages with predefined information according to specific keywords. Useful implementations include store opening times, website URLs, and charity donations. Clients can deliver multiple, billed or unbilled messages as required.
65%of smartphone users are open to
receiving offers on their mobile phones.Source - YouGov Plc.
29
OOH(Diorama/Kiosk)
URL&SMS PlatinuM CElEBRatiOn
JOIN THE JAGUAR
SOUTHFLORIDAjAgUAR.cOm
» TexT fll TO 524827 (jaguar)
Figure 1: Jaguar advert
Figure 2: What customers would be interested in recieving. Source - Compete.
Movie theatre offers / promotions
Grocery coupons
Offers you can save and pursue at leisure
A barcode that can be scanned by phone
Advertisement via SMS in proximity of a retailer 21%
26%
26%
29%
36%
29
OOH(Diorama/Kiosk)
URL&SMS PlatinuM CElEBRatiOn
JOIN THE JAGUAR
SOUTHFLORIDAjAgUAR.cOm
» TexT fll TO 524827 (jaguar)
eBrochure requestWhen clients want to deliver brochures, or more detailed content, to customers, the eBrochure Request module is used. Subscribers simply send a message that includes their email address, and eBrochure Request will automatically deliver a pre-configured email to the specified account, with the brochure and or other content added as an attachment.
CommunicationAllows you to receive general text messages and/or images or videos sent in by SMS and MMS. So, for example, if you are running an event and want people to send in pictures or perhaps to report issues and problems such as sending a photo of illegally dumped rubbish, unsightly graffiti or broken paving stones to your local authority.
Two-way communicationNSPCC use this functionality to help increase access to and use of its Helpline by mobile users, through a simple to use SMS interface. The service, which is integrated with their support centre, allows NSPCC Helpline counsellors to
access and respond to messages received from members of the general public in close to real-time.
SurveyConducting short surveys using SMS or mobile internet sites can be an effective way of reaching consumers and gaining useful data. Simple web (WAP) or SMS-based surveys can be sent out as a link in an SMS receipt message as a way of generating immediate/timely customer feedback. NSPCC, for example, send out a simple survey to people that text to the helpline to understand what they thought of the service and to know what, if any, improvements or refinements they may need to make to the process. Our Survey module allows clients to deliver questions either via SMS (as multiple messages or a single message) or through a mobile-optimised website.
Mobile vouchers and couponsSend mobile vouchers or coupons direct to customers’ handsets for redemption in-store. This module could also be used to deliver a personalised ticket to an event e.g. GLA (People’s Question Time).
Figure 3: ticket request
Figure 4: Cadbury’s text & win pack.
People’s Question TimeThursday 6 November 2008 7-9pm
Bromley Civic Centre, Stockwell Close BR1 3UH
Your chance to meet the Mayor and Assembly Members and find out what they are doing for London and you.
An evening with Boris Johnson
and the London Assembly
To request FREE TICKETS send your name, your address and
number of tickets you need by one of the following ways:
Text* PQT followed by your name, house number/name
and full postcode, then the number of tickets you require
to 62967.
*Texts cost 10p plus your standard SMS rate
To plan your journey visit: www.tfl.gov.uk/journeyplanner
6 November 2008 Bromley Civic Centre
WIN the Ultimate London 2012 Experience
*1. Entrant must text “JELLY MASCOTS” to 62233. Standard mobile rates apply. 2. Entrant must be UK resident and minimum 18 years of age. 3. Entrants are limited to one entry per week per mobile number.
4. Proof of purchase necessary. 5. Promotional period: 13.07.11 - 09.08.11. 6. For full terms and conditions see www.bassetts.co.uk/jellymascots
For your chance to win
Text ‘JELLY MASCOTS’ to 62233
Tickets to theMen’s 100m Final
+3 other top London 2012 Olympic Games events
Luxury 5* Hotel, all Meals and Transport provided.
Find my nearestFind My Nearest services are an innovative way to connect recipients with useful and relevant information. Using location-based services (i.e., network look-up based on cell IDs), subscribers’ postcodes or GPS coordinates, Find My Nearest can deliver tailored results by linking locations to a database of pre-loaded ‘places’ or ‘content’, e.g. Cabwise*.
Text and winOur Text and Win module allows you to engage consumers using our easy-to-manage mobile prize draw system. Usually subscribers will submit an individual code found on a product (e.g., under a label) to enter an hourly or daily prize draw via SMS, e.g. Horlicks*. Our Text and Win system can then randomly select entries to be used in prize draw notifications, providing clients a fully-automated mobile marketing solution.
Ticket request Ticket Request allows people to submit their name, house/flat number and postcode by SMS in order for you to send them a ticket or other printed material. It’s an easy and convenient way for subscribers to engage in mobile payments, e.g. GLA* (People’s Question Time, Fig. 3), or M&S Name Tapes.* (Fig. 7).
Integrating mobile with your DR strategy
ShortcodesA shortcode is a five digit number that can receive and respond to text messages.
A consumer sees an advert and becomes interested, notices the keyword call to action (e.g. ‘text INFO to 62233 for more information’) and sends a text message to the number. Our platform receives the SMS, and responds with an automatically-generated response specific to the client’s needs, such as internet links, multimedia content, or location-based information.
Using shortcodes in your DR strategy allows consumers to request and obtain instant, relevant, and personalised information.
LongcodesA longcode is a “normal” 11-digit mobile phone number through which messaging communications can be originated or received in exactly the same way as a short code.
Figure 5: Useful, localised, information from a simple SMS response
Figure 6: A typical ‘reply’ SMS from an information request
Thank you. We will send the brochure to BOB, 1 ACACIA AVE, NEWTOWN, NEWSHIRE, AA1 2ZZ
*All examples can be seen as case studies on our website.
Why use a long instead of a short code?
Short code formats are different in different countries – in the UK they are 5-digits, in the USA, 6-digits long for example. If your campaign is active in multiple territories, then a single longcode will save you having to re-print / edit advertising creative for every country.
You only need to register (and manage the results for) one number (you can still separate out results by country of origin). With a short code for each country, you’ll need a set of analytics for each territory.
Even for UK-based campaigns, if your marketing activity includes the Channel Islands (or is aimed at overseas tourists to the UK, for example) then they will not be able to send messages to a UK short code. You will need to provide them with a long code number (and the relevant international dialling code: +44 for the UK).
Of course, longer numbers are generally less memorable, hence the prevalence of short codes. You’ll become very familiar with OFCOM’s “gold” number ranges (the memorable ones like 07788 77 88 77) for 11-digit phone numbers that are not a general jumble of digits such as your personal number probably is.
2D Mobile barcodes (QR)There are several types of 2D barcodes (see our Mobile coupons, vouchers and tickets white
paper), but the most common mobile marketing codes that are beginning to dominate advertising are ‘QR’ codes.
QR (quick response) codes are another way for consumers to directly respond to your communications. QR codes work much the same as the barcodes you see printed on products at a retailer; a code is scanned using a mobile phone and specific software† and is translated into meaningful information (see Fig. 8). The information can be anything: links to websites, special offers, multimedia content, marketing communications, and much more.
With the increasing size of app-stores (over 500,000 in iStore, 250,000+ in Android marketplace, etc.) using a QR short code is now a good way to promote a deeplink direct to your app - rather than relying on customers searching fruitlessly, or getting distracted by other apps in-store (Fig. 6).
One of the key benefits of QR codes is that, once the software is on the customer’s phone, the effort required to respond to marketing messages is reduced; respondents simply snap the QR code and are instantly directed to your choice of response location.
†If you want to try this yourself, but don’t have a code reader on your phone, simply text CODE to 62233 and we’ll send you a link to a reader appropriate to your phone.
TAG Megan Jones 1
W11 1WW
To: 650061/00/2010 10:15
Reply
Figure 7: SMS response & shortcode.
Figure 8: 2D direct response mobile barcodes. The customer sees an advert incorporating a QR code; scans the QR code; and the phone loads the mobile website, or performs some other action.
Implementation
There are so many ways to use shortcode and QR code technology to develop engaging and effective DR campaigns. At Incentivated, we’ve been implementing mobile DR campaigns for over a decade with excellent results for our clients. Here are a few suggestions:
Request more informationAdvertisements can only provide consumers with limited information before they become cluttered and ineffective. By integrating shortcode or QR code calls-to-action on digital and physical advertising, we can encourage consumers to seek out more information easily and quickly, helping consumers engage with your brand.
Call back requestThe most effective DM campaigns keep consumers’ personal costs to a minumum. Having to pay to respond to marketing communications can act as a deterrent for consumers, so providing a call-back service is a method of reducing barriers between your marketing messages and consumers’ direct engagement.
Link to mobile internet sitePushing consumers to your mobile-optimised website provides clients with a range of response options: more information, purchase solutions, location services, booking services, multimedia content, and more. But, manually entering long URLs into a mobile device is tedious, and at the end of the day, most consumers just won’t do it.
It’s now easy for your customers to reply to a shortcode or scan a QR code and get straight to the information you want them to see, quickly, easily, and effectively . Once the consumer arrives at your mobile site, the possibilities are endless.
Location-based marketingIntegrating location marketing with your mobile DR campaign provides a further layer of usefulness for consumers. With technologies like GPS and network-lookup, your DR campaign can provide consumers with the opportunity to find directions to your store, receive location-aware offers and incentives, and personalised information (Fig. 10).
mCommerce
Of 45 million adults over 18 in the UK, almost 23 million have used some form of mCommerce (IAB October, 2010). Marketing communications that specifically push the immediate purchase of goods or services need to make it easy and quick for consumers to make that purchase, and there’s no more convenient way then the device that’s with you everywhere: your mobile phone.
Figure 8: Location marketing Figure 9: 75% of smartphone users would like to get notified for new offers via SMS. Source - YouGov Plc.
50%of location-specific searches
are done via mobile.
Source - MCR.
75%10%
15%
via mobile applications
via SMS
via mobile internet
mCommerce can be integrated with your mobile DR campaign in multiple ways: using premium SMS shortcodes; directing users to mobile internet sites through shortcodes or QR codes; or through Near Field Communication (NFC).
Whether you’re offering tickets, products, services, or attracting donations, Incentivated’s mCommerce solutions for mobile DR can deliver first-class results. See our mCommerce white paper for more on this topic.
Benefits
MeasurementWe can track the time and location of any responses via mobile, giving you insight into how and where your campaign is progressing.
You can use unique keywords and shortcodes on each media item, allowing you to track the effectiveness of media channels used.
ImmediacyConsumers can respond to your mobile DR campaign at any time. Most importantly, they can respond at a time and place convenient to themselves, helping improve your response rates.
Richer responsesUsing mobile, it’s easy to use bounceback messages to gain further information about your customers, helping you build a complete and accurate database. A mobile device is tedious, and at the end of the day, most consumers just won’t do it.
It’s now easy for your customers to reply to a shortcode or scan a QR code and get straight to the information you want them to see, quickly, easily, and effectively. As we can see from Fig. 2, today’s customers are willing to accept timely, relevant, location-specific offers.
CRMLast, but not least, a major benefit from using mobile response mechanisms is that it is very quick and easy to accurately capture data (no data entry errors from transcription due to illegibility or human fallibility, for example) and integrate it directly into your existing CRM system, e.g. Tate Modern*.
Responses and queries submitted by SMS are recorded within iris, in real time, and viewable via the secure web site or downloadable as a .csv file. Further, regularly scheduled secure data transfers can be set up to exchange this data directly with your databases.
Data protectionAs with all customer data requests and handling, mobile is subject to the Privacy and Electronic Communication Regulations (PECR). From 2011, this includes cookie use. Our recommendations, especially for mobile as it is such a personal device for most people, is to be whiter than white with opting people in to receive mobile communications. Preferable is to double opt-in: as well as a box that needs to be ticked to opt in when data is captured, send a ‘receipt’ of that opt-in requesting a confirmation message is sent before marketing messages begin.
Also, make it very easy to opt-out. A message at the end of most, if not all marketing messages sent to people’s phones, as well as Boolean logic applied to any message received that could reasonably be construed as “STOP”. Then make it very easy to opt back in again on websites, order forms etc. Retail clients of ours do this for their database and have seen sub 2% opt-out rates whilst growing their database and tracking increased shopping frequency and basket size from message recipients.
Please see our white paper on Data Protection and the ‘cookie law’ for more detailed explanation of this topic.
QR Codes SMS Geolocation NFC Smart Posters Apps
A QR code works just like a standard barcode, and provides an instant way for consumers to connect with brands. They can contain any type of information, and are increasingly being used as a tool to deliver retail coupons.
Promotions and coupons sent via SMS contirnue to be an excellent yet simple way to reach consumers, and with new proximity technologies, targeting becomes even easier and accurate.
Location marketing is increasingly being used to reach consumers with more relevant coupons and promotions. O2’s latest ‘You Are Here’ product allows businesses to push location-based messages to users within specified locations.
Passing mobile devices near an NFC-enabled Smart Poster allows consumers to interact with brands, and allows brands to provide content and promotions directly to consumers’ devices.
The explosion of coupons over the last year has led to a range of mobile apps that deliver daily or hourly deal updates.
Product Summary
(no code reader? Text CODE to 62233 to link to a reader appropriate to your phone)
Web: www.incentivated.com or scan the QR code below to see our optimised website on your phone.
Tel: +44 (0)20 7392 2323
A selection of other mobile solutions we offer:
Mobile internet mCommerce Apps for mobile devices Enterprise messaging
10 years
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Incentivated is an independent technology company with 10 years’ experience operating exclusively in the mobile marketing services sector.
We help our international client base engage with their customers by designing, developing and delivering integrated acquisition, retention (CRM) and transaction (mCommerce) campaigns and services for mobile.
Our proprietary technology and specialist staff are well positioned to help brands, the public sector and charities to develop everything from enterprise messaging (SMS & MMS) through to mobile internet sites, to server-side software or handset applications, including web-apps, for ‘smartphones’ and feature-phones.
We also provide strategic, creative and technical advice for the use of mobile by businesses to raise awareness, deliver marketing ROI and provide customer service.
Scan the QR code below to see our website optimised for your mobile phone, but accessed through our existing website URL.
