Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

1. Right Message. Right Person. Right Time.
Connecting with your Audience Through
Messaging
Digital Marketing Show, 27th November 2013
www.collstream.co.uk

2. Today
• Who is Collstream?
– Text, voice, email, IVR, payments
– Financial services, retail, travel, sports, utilities
• What will the presentation cover?
– What to consider when setting up text and voice
campaigns
– Reporting
– How to measure campaigns
– How these impact on the strategy of future campaigns

3. Why Messaging?
• Quite simply, mobile is booming!
• Mobile is direct
• Mobile is personal
• A few stats
• Other mobile marketing tools

4. Setting Up: Text
• What are you trying to achieve?
• What is the content?
• How good is your database?
• Who is your target market?
• Save room to let them opt out!
• What were the results of previous campaigns?

5. Reporting: Text
• What should you expect from your messaging supplier?
• Bare minimum
• Enhanced reports
Number
Message
Send Successful
Sent Time
Delivery Receipt
Receipt Time
21/11/2013 09:00:43
10% off when you order a birthday gift again this year.
Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote
447098 456789 code TRUST. To opt out txt STOP to 60070
Yes
21/11/2013 09:00:34
Not Delivered number either
incorrect/invalid/bar
red
10% off when you order a birthday gift again this year.
Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote
447123 987654 code TRUST. To opt out txt STOP to 60070
Yes
21/11/2013 09:01:23
Delivered
21/11/2013 09:01:30
10% off when you order a birthday gift again this year.
Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote
447334 456123 code TRUST. To opt out txt STOP to 60070
Yes
21/11/2013 09:02:20
Delivered
21/11/2013 09:02:23
21/11/2013 09:02:20
Not Delivered number either
incorrect/invalid/bar
red
21/11/2013 09:02:22
10% off when you order a birthday gift again this year.
Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote
447554 987321 code TRUST. To opt out txt STOP to 60070
Yes

6. Setting up: Voice
•
•
•
•
•
•
Make it punchy
Consider your demographic
Who’s voice will you use?
Is it interactive?
Resources
Measuring results
This is ACME Delivery …
This is Derby Royal
Hospital …
Your engineer will be on
site …

7. Reporting: Voice
• What have you been billed for?
– Number of calls loaded and dialled?
– Were they to a mobile or landline?
– Were they answered? If so, for how many minutes?
• Was the campaign OFCOM compliant?
• Were calls transferred to a call centre?
• Was it sent at the right time of day?
We had a great game
today against Chelsea …
Come and audition for
the X Factor …

9. Text Only Messages
• Keyword and short code
• A promo code
• Call to action

10. Using Long URLs
• Pros:
– Simple to do
– Looks clear
• Beware:
– URLs can be very long!
– Problems measuring in Analytics

11. Unique Landing Pages
• Pros:
– Visitors only from the campaign
– Easily trackable in Analytics
• Beware:
– May be difficult to create a new landing page
– The URL may be too long for content

12. Shortening URLs
• Services:
– Bitly, Tiny URL, Google URL Shortener
• Pros:
– Free, saves space, trackable in Bitly
• Beware:
– URL doesn’t change
– Cross-campaign measuring
– Not trackable in Google Analytics

13. Customised Shortening
• Pros:
– As above
– Campaign specific
– Shorten any page, any amount of times
• Beware:
– Stats through Bitly, not Google
– Unique custom tag may be difficult
– Branded tag may be more difficult

14. UTM & Shortened URLs
http://www.collstream.co.uk/?utm_source=DMSshow&utm_
medium=presentation&utm_campaign=example

15. UTM & Shortening
• Benefits:
–
–
–
–
–
–
It’s free
Measurable in Analytics!
Use of same landing page time and again
UTM and Bitly URL are campaign specific
No need to create a new landing page
Created in minutes

16. Summary
• Did you connect with your customers?
• Was the campaign properly designed?
– Time of day
– Message content
– Right for the demographic
• Was the message compelling enough?
• Did you estimate the right level of marketing attribution?

17. Every project starts with a
conversation …