Mobile Marketing With Text Messaging
The prospect of launching your first mobile marketing campaign can be downright scary. Mobile is a new platform, with new conventions, new language, and new metrics. Perhaps you've read a white paper in the past. It was probably dozens of pages long and filled with incomprehensible jargon. It discussed mobile marketing campaigns that promised paradigm shifting results. The only problem with the paper was that the campaigns it spoke of were dauntingly complex, and they seemed to rely on technology that has yet to truly arrive. Moreover, they were expensive, and they necessitated that you put your business in the hands of an expensive marketing firm.
Sappiamo dove si sono provenienti da. Ed è per questo che abbiamo messo insieme questa guida Ez Per Mobile Marketing con messaggi di testo. Ciò che rende questo tipo di carta diverso?
Semplicità: Mobile Marketing comprende una serie di interessanti metodi diversi, dal video mobile location-based advertising. Il problema con questi metodi è duplice: non sono state dimostrate e richiedono ai consumatori di possedere dispositivi sofisticati, e sono incredibilmente complicata per le imprese ad attuare. Ecco perché ci piace mettere a fuoco SMS. I messaggi di testo ignora questi ostacoli. Quasi ogni telefono cellulare supporta messaggi di testo, e con 600 miliardi di messaggi di testo inviati ogni anno negli Stati Uniti, la maggioranza dei consumatori hanno familiarità con la tecnologia Do-It-Yourself:. Marketing Mobile non ha bisogno di essere difficile. Questa guida mostrerà come si può rapidamente iniziare con un Do-It-Yourself (DIY), soluzione che non sacrifica alcuna del potere e l'efficacia di una costosa agenzia di conduzione della campagna. Costo: In periodi di congiuntura buono o cattivo, si vuole sempre mantenere un occhio attento sul ritorno sugli investimenti (ROI) delle campagne di marketing. Di marketing fai da te mobile con messaggi di testo rispetta tale obiettivo in due modi. In primo luogo, messaggi di testo è poco costoso. Prezzi per il messaggio al livello più basso pochi centesimi ciascuno. E in secondo luogo, è possibile utilizzare un potente pacchetto di DIY mobile marketing software per monitorare attentamente i costi ei tassi di risposta in tempo reale.
Pronti per imparare come è facile lanciare la prima campagna di mobile marketing?
A proposito di Ez Texting:
Dal 2006, Texting Ez ha guidato l'industria mobile marketing nel fornire un semplice e conveniente piattaforma di messaggistica di testo per le piccole e medie imprese. Siamo orgogliosi di offrire la soluzione chiavi in mano solo ci-based on-line che permette ai clienti di tutti i settori - l'educazione, l'ospitalità, la religione, la politica, non-profit, la tecnologia e molto altro - per sviluppare ed eseguire una campagna di messaggi di testo in pochi minuti.
Il proprietario di un fast-food in franchising e la necessità di inviare coupon immediati a clienti affamati? Organizzare un campionato di calcio settimanale per i vostri figli e volete un modo rapido per comunicare con i genitori colleghi? State cercando un modo per acquisire contatti in entrata per il vostro team di vendita? Look no further.
Utilizzando il nostro potente piattaforma, i clienti possono impostare avvisi via SMS, voto, concorsi, sondaggi e molto altro. Per ottenere un feedback immediato dai tuoi soci direttamente alla tua casella di posta Texting Ez con i nostri veri a 2 vie funzionalità di messaggistica. E con il facile da ricordare condiviso breve codice 313131, la creazione di parole chiave è un gioco da ragazzi. Offriamo anche API avanzate e le opzioni dedicate codice brevi.
Ez Texting attualmente supporta la messaggistica negli Stati Uniti e in Canada per una base di clienti in rapida crescita di oltre 40.000 utenti.
Un messaggio da Shane Neman, CEO di EZ Texting, Inc.
Qualche anno fa, il termine "marketing mobile" era un concetto troppo esoterico e tecnici per le imprese a cogliere, per non parlare di cercare di implementare in-house. Ez Texting offre una web-mobile basata su piattaforma di messaggistica di testo per le imprese. Ecco come funziona: la connessione a linea Ez Texting, battete un messaggio e quindi viene inviato al tuo destinatari (clienti, membri dell'organizzazione, dipendenti, ecc.) Per marketing, i clienti nel punto di ricezione può scegliere di ignorare la nota o rispondere alla promozione.
Quando una squadra locale di vendita dal Jostens, l'annuario e l'anello di classe aziendale, utilizzato di recente Ez Texting per ricordare gli studenti in Puyallup, Washington, area sulle date di pagamento dovuti, il numero di persone che hanno pagato per i prodotti di laurea della società prima del previsto rosa fino al 40%. A causa di questo tasso di successo questa squadra Jostens rottamato la sua campagna di direct mail, salvarlo o meno, 000 in spese di spedizione.
Ci piace aiutare le persone a raggiungere quella "Aha!" Momento. Così molti clienti vengono da noi con le idee possono solo concettualizzare. E 'gratificante per presentare loro le tecniche che possono aiutare le loro idee trasformarsi in risultati concreti.
Ci piace molto anche educare i clienti su cosa esattamente di marketing mobile è, come si può utilizzare e mostrando loro che tipo di risultati che si possono aspettare. Questo è un grande talento per un piccolo gruppo di persone, ma siamo riusciti ad aiutare più di 40.000 clienti e continuano a farlo ogni giorno.
- Shane Neman
CEO, Ez Texting, Inc.
Che cos'è Mobile Marketing & Perché è diverso?
Mobile Marketing è, in poche parole, la pratica di estendere i vostri sforzi di marketing per i dispositivi mobili. 'Dispositivi di telefonia mobile di oggi significa in primo luogo i telefoni cellulari, compresi i telefoni intelligenti, come il Blackberry e l'iPhone Apple. In futuro si potranno vedere i computer portatili a pieno titolo, con connessioni permanenti a Internet. Tali dispositivi offrirà una ricca piattaforma di marketing media. Tuttavia, tali servizi non sono ancora qui su scala significativa. Per esempio, meno di un quarto degli americani abbia mai navigato nel web mobile e questo rappresenta l'enigma fondamentale di fronte la vostra azienda, se si considera se avviare la tua prima campagna di mobile marketing. Avete sentito che il marketing mobile è il futuro della pubblicità, ma solo non ancora.
Solo che non è il caso.
Contrariamente a quanto potreste aver sentito, Mobile Marketing è qui, e le imprese più esperti, da aziende Fortune 500 alle piccole imprese, sono già in esecuzione con successo campagne mobili. SMS Text Messaging sia la chiave di questo puzzle.
Quasi tutti i telefoni negli Stati Uniti, supporta la messaggistica di testo. Più della metà di tutti i
Gli americani hanno inviato o ricevuto un messaggio di testo. L'abbonato medio telefono cellulare invia circa 200 messaggi di testo ogni mese. Quando si guarda più da vicino, il pregiato 18-29 demografico, il tasso di adozione è addirittura superiore, bordo verso la saturazione a 85%. Tra quei 30 - 49 anni, il tasso di adozione è al 65% e l'arrampicata
Quindi gli americani sono chiaramente sms. Ma cosa pensano di essere commercializzati per via SMS? In un sondaggio recente Marketing Diretto Association, il 70% del campione ha rivelato di aver risposto a un messaggio di testo di marketing. Per mettere questo in prospettiva, il DMA aggiunge che solo il 30% degli intervistati ha risposto a una e-mail marketing.
Perché i consumatori, in modo desiderosi di rispondere ai messaggi di testo di marketing? La risposta rivela la messaggistica di testo di qualità offre sia per voi ei vostri clienti:
It's Interactive – 21st century marketing is about having a conversation with your customers, rather than shouting at them. A world saturated with intrusive advertising like spam, pop-ups, and commercials has overwhelmed consumers. Increasingly, they tune out messages broadcast to a wide audience, whether by using digital video recorders to skip past commercials, or simply by ignoring the banner ads on their favorite website. It's Personal – Your customers expect you to speak to them, and text messaging allows you to reach them individually, whenever, wherever, in the palm of their hands. This reach is of value to you the marketer. It also is of value to your customers. With a few taps of their thumbs they can respond to whatever message that you have sent them. With text messaging you can build relationships with your customers. It's Immediate – Text Messaging, like Twitter, and Instant Messaging, is blazingly fast. With text messaging you can communicate with your customers as speedily as they are now accustomed to living. You can also move quickly. Say you are a winter wear shop and you see that today a snowstorm is on its way. In less than five minutes you can send a text message to your customers containing a special offer on hats and gloves. It's Trackable – When you send out text messages to your customers you can see, in real time, who has responded to your message. It's New - Although thousands of companies large and small are already marketing to their customers via text message, the medium is still in its infancy. If you act now, you are letting your customers know that you are a forward-thinking firm. Your marketing efforts will break through the traditional clutter. What Is The Value Proposition?
Mobile Marketing comes in many different flavors. For the vast majority of businesses, we think that text messaging is the best way to reach your consumers. In order to give you a quick overview of your options, below we walk you through the forms of mobile marketing other than text messaging that are available, explaining their pros and cons.
Advertising on the Mobile Web – Many prominent websites now offer custom tailored sites for mobile phones, via WAP, and specially designed iPhone or Blackberry sites. The problem is, less than a quarter of Americans use the mobile web. This seriously restricts the reach of your mobile advertising campaign. Furthermore, when you design a banner ad for the mobile web you need to make sure that it will display correctly on thousands of different devices, made by over a dozen different manufacturers.
If your firm does decide to build its own WAP site, you can easily integrate it into your text messaging campaigns. Bluetooth/Infrared – In recent years a number of brands have rolled out Bluetooth and infrared marketing campaigns. In a typical scenario, a street advertisement will offer consumers the opportunity to receive marketing content wirelessly at the 'hotspot.' We have seen such initiatives from Discovery Channel and Pepsi using New York City bus stop shelters. These campaigns, while technologically innovative, are rare. Location Based Advertising – Many mobile phones are equipped with Global Position System receivers. In a typical scenario, a store may send a special offer to a consumer when they are in the neighborhood. This technology is growing in popularity overseas, but it is very much in its infancy in the US. Multimedia Message Service ( MMS ) – Most mobile phones support multimedia messages, which can contain text, sound, images, and even video. The iPhone, notably does not support MMS. The downside to MMS marketing is that receiving such messages can be costly to consumers. Furthermore, different networks and different devices conform to differing standards, hindering simple, ubiquitous campaigns. Successful MMS campaigns are typically run “on-deck,” which means that they confined to a single carrier. Although running an “on-deck” campaign allows you to leverage the power of MMS by conforming to a particular carrier's technology, you are limited to that carrier's customers Mobile Search – Marketers familiar with Cost Per Click (CPC) search advertising programs such as Google AdWords, may be aware that these programs are now available on the mobile web. Extending your CPC search campaign to the mobile web presents numerous challenges. First, mobile search suffers the same 'reach' drawbacks as mobile advertising. Furthermore, the major cellular carriers hope to keep searches in house, rather than ceding their users to a mobile search engine; and when consumers search on their mobile device their intentions are very different than when they are sitting at their desktop. Mobile Gaming – Consumers have begun to embrace gaming on their mobile phones. Some firms have begun to advertise within freely available games. Mobile gaming is certainly popular, but it does not offer scale. Furthermore, your firm may have difficulty finding suitable placements.
As you can see, all of these marketing formats have serious drawbacks. We would not be surprised to see them become more viable in the future. For now though, none of them offer the reach, the simplicity, and the low cost of text messaging.
Now let's take a look at mobile marketing with text messaging: You Can Do-It-Yourself – Small and medium businesses that do not have the inclination or the resources to work with a marketing agency can launch a text messaging campaign in-house using a simple web-based software/service like Ez Texting. All you need is a web browser and a credit card to get started. Text Messaging Is Inexpensive – The cost of text messaging is important to you and your customers alike. Sending out a mass text messaging campaign is inexpensive (prices as low as a nickle per message). Receiving text messages comes at a very low price as well: most mobile phone plans include at least a few hundred messages per month, and additional messages cost only pennies to receive. Heavy texters – most of whom are concentrated in the 18-35 age group – are likely to have unlimited message plans. High Penetration Rate – Half of all Americans are already texting, and even those who don't text are almost certain to own a phone that supports text messaging. Over 250 million Americans own a mobile phone, and nearly all of them are ready to receive your message. No other type of mobile marketing can match text messaging's reach. Begin The Conversation With Text Messaging – Other types of mobile marketing will grow in importance in the future. If you start text messaging with your customers now, you'll have the relationship (and data) in place to reach them in new ways in the future. How To Start Your Text Message Marketing Campaign In 9 Steps
As this is the Ez Guide to Mobile Marketing with Text Messaging we hate to complicate things, but we do need to help you understand an important difference between the two common types of text message marketing campaigns. Don't worry – the difference is simple, but as you will see, the steps that you will take to get started will vary based on the type of campaign that you are planning.
There are two types of text messaging campaigns: pull and push . In a push campaign, your firm starts off with a database of opted in phone numbers. A pull campaign is designed to build a database of phone numbers for future use.
Pick A Firm – Can they handle volume; do they support all carriers; do they offer easy-to-use software; do they offer advanced features you may want to use down the road? Target The Customers/Members You Would Like To Reach – The power of marketing with text messages is that it allows you to reach the customers you want to reach. Figure out who they are before you design your campaign. (If you are conducting a push campaign, you already have these customers' phone numbers. If you are launching a pull campaign, you will design the campaign to best reach your target customers) Setup A Means To Collect Numbers – There are three ways to collect phone numbers. You can direct your customers to opt-in by sending a message with your keyword to a short code; you can collect customer phone numbers using a web widget; or, if you are conducting a push campaign, you can easily import previously collected phone numbers into your campaign database. Choose A Keyword – A Keyword is a short word (which may include numbers) that customers send a text message to, in order to join your list. An example would be: 'Text KEYWORD to SHORTCODE to join our text messaging list.' When you select a mobile marketing firm to work with, such as Ez Texting, they will allow you to use their shared Short Code. In Ez Texting's case this code is 313131 Feel free to give this a try! Text EZ to the number 313131 and see what happens. Choose A Good Call To Action (CTA) – You want to offer your customers value in return for joining your database. A typical CTA might go: Text KEYWORD to SHORTCODE to join our text messaging list and receive 10 percent off your next purchase at the boutique. Design Your Promotional Efforts – Your mobile marketing campaign can stand alone, or it can compliment your existing marketing campaigns. Keep It Simple! – When you send out a mass message, keep it simple. You have 160 characters. Use them wisely. And always send a test message to yourself! Always Allow Your Customers To Opt-Out – When you first text your customers you need to let them know how to Opt-Out from receiving future text messages. This is usually accomplished by replying STOP to one of your messages. Track Your Results – When you run a campaign you are going to collect a lot of data – response rates, time of day, and other data points. Use that data to design your next campaign and you'll achieve even greater ROI! The Value Of Do-It-Yourself (DIY) Mobile Marketing
As we've already shown you, Mobile Marketing with text messaging is easy. There are other advantages, beyond ease of use, to DIY text messaging:
Ease Of Use – A Mobile Marketing package like Ez Texting is simple to use. It is web-based, which means that there is no software to install. You can check on your campaigns and launch new ones from any computer with an Internet connection or even directly from your own cell phone. Cost Effective – Our current economic climate is extremely challenging. There is a good chance that your customers are spending less. Meanwhile, your competitors are cutting prices, hoping to make whatever money they can. When you start looking for places to cut corners, your marketing budget often winds up in the crosshairs. A DIY mobile marketing campaign allows you to keep talking to your customers without the upfront costs of traditional ad buys. You can't afford to stop advertising, and text messaging allows you to eschew expensive, untargeted campaigns in favor of inexpensive, targeted campaigns. Many Ez Texting clients tell us they were able to cut back on other, more costly advertising methods once they built an effective database of opt-in customers. Control – Everyone needs a helping hand every now and then, and a premier mobile marketing firm like Ez Texting is always there to help you get started and answer your questions. What you don't need is an expensive agency to do things you can do yourself, on their terms, instead of your own. Ez Texting's software allows you to conceive and send messages on your own. Even more importantly, you control every dollar that you spend. Data – When you run your own mobile marketing campaign you control your data. Names, phone numbers, response rates – whatever data you collect, it is all yours. Do not rely on an agency to provide you with your data upon request. Campaigns That Are Uniquely Yours – Instead of allowing an agency to repurpose a cookie-cutter campaign, with a DIY solution you (or your marketing team) design campaigns that fit what your company does and what it represents. Text Message Marketing That Goes Beyond Mere Messages
SMS Text messaging is the most popular and effective form of mobile marketing because it does exactly what it is supposed to do. You can achieve great ROI doing nothing more than occasionally texting your customers with notices, reminders and offers. But, as you will see, there is so much more that you can do. Importantly, for you and for your customers, all of these compelling methods keep things simple.
Mobile Couponing – Invite customers to text in your keyword to receive instant coupons that they can display in your store for a discount. In numerous surveys, consumers report that they are especially open to messages that offer value. Contests – Commonly referred to as “Text-2-Win”, a mobile contest offers consumers the opportunity to text in to win a prize. Ez Texting's software includes built-in contest functionality, allowing you to randomly select winners or to offer prizes to the first x number of entries. Every person that texts into the contest will be added to your database of phone numbers Voting & Trivia – Interacting with consumers often produces the most successful marketing campaigns. Not only do Voting & Trivia allow customers to put in their two cents on a topic, but you collect valuable demographic data about your target consumers' likes, dislikes and personality trends.
Tips & Tricks To Turbo Charge Your Mobile Marketing Campaign
Do-It-Yourself mobile marketing with Ez Texting's software is simple. That does not mean that our software isn't extremely powerful. After spending a few minutes sending out experimental messages, you'll be ready to try out some of our advanced features:
Message Forwarding – The messages that your customers send you can be forwarded to your email address or directly to your own mobile phone. Radio stations use this feature to relay song requests to DJs. Churches set up forwarding to a cell phone for anonymous prayer requests during church services. Send Messages From Your Phone – When you just cannot get to a computer with an Internet connection you still can send out messages to your database of customers. This is perfect for one-the-go clients and marketers. Busy working the floor at a convention or a trade show? Send out timely messages to your clients from your mobile phone. Message Scheduling –If you know that you want to send out a message at some time in the future, just enter it into the system, schedule it, and then when the time comes the message will be sent out automatically. Web Widget - A fully customizable signup widget allows patrons to join your text messaging database from any website, email blast, MySpace or Facebook page. This security-enabled widget only subscribes unique, active cell phone numbers. Simply copy and paste the widget and you are done! Random Sends – Running a special offer? Only want to hit some of your customers? With a random send the Ez Texting software will send out messages to x number of random phone numbers in your database. Application Programming Interface ( API ) –Generally API is for advanced users only. If you don't know what an API is, it is probably best to skip to the next page. Through your Ez Texting account, you can use our API to integrate the sending and receiving of text messages with your own website or application. This is helpful for firms with existing platforms, such as doctor's offices that wish to add an SMS notification system to their CRM tool.
Look Who's Texting
As we said in the introduction to this guide, mobile marketing with text messaging is already here. Businesses large and small are running campaigns this very moment. Last year, SuperStop USA, a gas station in St. Paul, MN, launched one of our favorite Ez Texting powered mobile marketing campaigns:
SuperStop USA – When gas prices are scheduled to go up, SuperStop USA owner Tony Donatell knows in advance. He believed that his customers would make it a point to fill up their tanks at his station if they were alerted in advance of the price increase. What Mr. Donatell needed was a way to quickly reach his customers with this information.
SuperStop USA found a solution with an Ez Texting powered program called Gas Alerts. To attract subscribers, the station deployed Point of Purchase (POP) displays featuring their CTA, ranging from in-store signs at the registers to promotional posters outside at the pumps instructing customers to text “GAS” to 25827.
Super Stop amassed over 70 subscribers in less than two weeks. They reported a response rate greater than 20% for each text message blast. The program is still going strong a year later.
The following three campaigns were some of 2008's most prominent and successful mobile marketing efforts:
American Idol – A few years ago, the producers of American Idol and AT&T teamed up to allow Idol viewers to vote on their favorite contestants via SMS. In 2008, fans voted in record numbers, sending in 78 million text messages. In 2008, AT&T expanded their Idol efforts to include “voting reminders, trivia, a TXT-n-Win sweepstakes promising the winner ,000 cash and a trip for two to the Idol series finale in Los Angeles, and contestant ringtones and video clips featuring outrageous audition moments.”
President Barack Obama's 2008 Election Campaign – Political historians will be studying Barack Obama's historic campaign for decades to come. There is one thing that everyone already agrees upon – Obama's New Media team leveraged the web, social networks, and text messaging in unprecedented ways to communicate with supporters, recruit donors, and enhance get-out-the-vote (GOTV) efforts. Famously, the Obama campaign announced their Vice Presidential selection of Joe Biden to opted in subscribers via text message. The message went out to 2.9 million mobile phones. The phone numbers went into the campaign database.
Finally, when Election Day came, supporters received text messages reminding them to vote. This was much more than a nifty way to end a campaign that exploited text messaging so successfully – research has found that SMS is more effective than all GOTV methods other than old fashioned door-to-door canvassing. Canvassing may be more effective at turning out votes, than text messaging, but it costs nearly 20x as much per recruited vote.
The American Red Cross – The American Red Cross raised 0,000 dollars in 2008 with its Text 2HELP program. The program is activated during major disasters. According to The Wireless Foundation, “subscribers of participating wireless carriers can send a text message to “2HELP” (24357) containing the word “GIVE.” A tax-deductible donation will be made to the American Red Cross for disaster relief efforts. Donations will appear on customers' monthly bills or be debited from a prepaid account balance.”
In 2008, the Text 2HELP campaign was advertised across various communications channels, and received its biggest boost when both Presidential candidates called their constituents to action. During the Republican National Convention, Mike Duncan, the chairman of the RNC, asked convention attendants to take out their mobile phones and text in a donation. The Obama campaign leveraged their own text messaging campaign to aid the Red Cross, sending their entire database of subscribers a message asking them to text GIVE to 24537 (2HELP).
Since 2006, Ez Texting has led the mobile marketing industry in providing a simple, affordable text messaging platform for small to medium-sized businesses. We proudly offer the only US-based turnkey online solution that allows clients from all industries – education, hospitality, religion, politics, non-profits, technology and more – to develop and execute a text messaging campaign within minutes.
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