You can watch the complete video of this webinar here: http://www.84444.com/blog/webinar-text-marketing/
Bob Bentz of 84444.com and ATS Mobile discusses text message marketing statistics. He also provides details on verifiable and legal opt-ins and the ways that consumers can opt-out of a text message marketing program.
Several successful text marketing case studies are given. Best practices for text message marketing are also discussed.
Bentz also discusses mobile marketing and how text message marketing fits into the overall strategy of a brand for mobile marketing. This includes the utilization of QR Codes, specifically Custom QR Codes. You can find the largest collection of custom QR Codes here: http://www.atsqrcodes.com/custom-qr-code/
You can follow the speaker Bob Bentz on Twitter at @bobbentz and you can follow 84444.com @84444.
4. The Pillar That Holds Up The Mobile
Marketing Building
TextMessageMarketing
TextRESULTSto84444.com
QR Codes
Mobile WebsitesMobile Video
Apps
TextMessageMarketing
TextMessageMarketing
Advanced Telecom Services 84444.com 84444.ca
5. Near By…
24/7 Always Connected
91% of all U.S. citizens have their mobile device
within reach 24/7
(Source: Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
6. Near By…
Even when we’re Asleep
65% of adults sleep with their cell phone next to the
bed.
(Source: Pew Research Center)
Advanced Telecom Services 84444.com 84444.ca
7. Common…
Advanced Telecom Services 84444.com 84444.ca
80% of Americans Send and Receive at Least 10
Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project)
10. Advanced Telecom Services 84444.com 84444.ca
With any Race
Blacks & Hispanics Text More
(Source: Pew; May 2011)
0
500
1000
1500
2000
2500
White Black Hispanic
Text/Month
Calls/Month
11. Advanced Telecom Services 84444.com 84444.ca
Sex
Women Text More
(Source: Pew; May 2011)
0
200
400
600
800
1000
1200
1400
Men Women
Text/Month
Calls/Month
12. Advanced Telecom Services 84444.com 84444.ca
Yet Still Growing
And Growing
0
10
20
30
40
50
60
70
80
90
18-29 65+
Calls/Day
Texts/Day
More Text Messages are Sent than Calls
(Pew Research, September 2011)
18. Advanced Telecom Services 84444.com 84444.ca
Texting and
Internet Access
Top Activities
Performed on a
Cell Phone
Source: Pew Internet
19. Advanced Telecom Services 84444.com 84444.ca
Response…
IMMEDIATELY
97% of All Text Messages Are Read within three
minutes of receipt.
(Source: Greg Stuart, Mobile Marketing Association)
20. Advanced Telecom Services 84444.com 84444.ca
Response…
E-MAIL IS SO YESTERDAY
As opposed to 22% of email messages that are
opened.
(Source: Greg Stuart, Mobile Marketing Association)
22. Advanced Telecom Services 84444.com 84444.ca
Response…
IMMEDIATELY
For E-mail, it was 6.64%
Direct Marketing Association, 2010)
Click through rate for text was 14.06%
24. Advanced Telecom Services 84444.com 84444.ca
Motivated Buyers…
Ready to Buy Now
Of Smartphone Users Researched on Their
Device Before Heading to the Store to Make a
Purchase
Researched on Their Smartphone Before
Completing the Actual Purchase on Their
Desktop or Laptop
(Source: G00gle and Ipsos, 2012)
26. Advanced Telecom Services 84444.com 84444.ca
Viral…
BONUS!: Business and Leads for FREE
21% of all responses never participated in the
original interactive text message program.
27. Advanced Telecom Services 84444.com 84444.ca
Trackable…
Justification for the Advertising
By using a unique PIN, businesses can track just how effective the advertising is.
28. Text Message Marketing 101
The Success Story
Advanced Telecom Services 84444.com 84444.ca
30. Opt-In
Legal
Advanced Telecom Services 84444.com 84444.ca
Legitimate Opt-In
• Create “existing business relationship”
• Interactive Text Message
• Other Means (Web, WAP, IVR, Paper)
Response Message
• Number of messages
• Program name
• Contact info
• Opt-Out info
Opt-In only to specific program.
31. Opt-In
Legal Documents
Advanced Telecom Services 84444.com 84444.ca
•Subscriber Initiates Opt-In by
Responding to Advertisements-
“established business relationship”
•Web Interface
•WAP Interface
•IVR System
•Paper-based Consent Form
•Program Responds with
Number, Program, and Contact
Information
•Applies Only to the Specific Program
Customer Subscribed to
32. Opt-In
Legitimate Verifiable Opt-Ins
Advanced Telecom Services 84444.com 84444.ca
• Interactive Text Message
• Desktop website
• Mobile website
• IVR
• Paper
TIP: Be sure to save all opt-in documentation.
33. Opt-In
Best Practices
Advanced Telecom Services 84444.com 84444.ca
• MMA Global Code of Conduct
• Messaging Frequency
• Advertising Guidelines
• “Msg&Data Rates May Apply.”
• “Text STOP to Stop.”
• “Text HELP for Help.”
• Terms & Conditions
(Source – MMAGlobal.com)
34. Opt-In
Advertising Documents
Advanced Telecom Services 84444.com 84444.ca
Must include
•“Msg&Data Rates May Apply”
•Resource to Reference Terms and Conditions
•Instructions on Cancelling Service (STOP)
Must include
•“Msg&Data Rates May Apply”
•Resource to Reference Terms and Conditions
•Instruction for Obtaining Help (HELP)
•Instructions on Cancelling Service (STOP)
Must include
•“Msg&Data Rates May Apply”
35. Opt-Outs
Recommended Once Per Month
Advanced Telecom Services 84444.com 84444.ca
•Subscriber must be able to
stop participating by sending
STOP to 84444
•Must respond with MT
message
•If customer is inactive for 18
months Opt-In Expires
•Monthly Reminders of Opt In
36. Opt-In
Legitimate Verifiable Opt-Ins
Advanced Telecom Services 84444.com 84444.ca
•Service Description
•“Msg&Data Rates May Apply”
•Resource-terms and conditions
•Frequency of messaging
•HELP instructions
•STOP instructions
42. Sweepstakes
Offer Something You Can’t Get Normally
Advanced Telecom Services 84444.com 84444.ca
Backstage pass: Big and Rich sweepstakes winner on 84444.com.
43. What You’ll Get…
A Valuable Database Indeed
Advanced Telecom Services 84444.com 84444.ca
44. Where Should I Promote It?
Everywhere
Advanced Telecom Services 84444.com 84444.ca
48. A QR Code Is Not an Island...
Half of Americans have feature phones…
Advanced Telecom Services 84444.com 84444.ca
So Always Include a Text Promotion with a QR
Code
49. Dnt Overdu Abrevatns
It’s Annoying
Advanced Telecom Services 84444.com 84444.ca
Over 160
CharactersToo many
Abbreviations.
Use
Abbreviations
Sparingly.
50. Embedded Links
For Touch Tone Action
Advanced Telecom Services 84444.com 84444.ca
Offers customers
more
information
53. EXCLUSIVE
Text Message Marketing Study 2012
Advanced Telecom Services 84444.com 84444.ca
• May – July 2012
• Conducted by ATS paid interns
• Analysis of all customer data active in 3 months
• 11 short codes studied
• College credit received
54. Who’s Doing It?
Our Customers
Advanced Telecom Services 84444.com 84444.ca
Customer Categories
%
Customers
%
Messages
Restaurants 17 15
Automotive 13 1
Media 10 25
General Retail 10 13
Entertainment/Sports 9 12
Ad Agencies/Cust Unknown 8 18
Schools 6 4
Real Estate 6 1
Unions/Church/Non-Profits 5 3
Consumer Products/Grocery 4 6
Healthcare 4 1
Financial 1 1
Government 1 1
Other/Unknown 6 1
Totals will not add up to 100% due to rounding.
55. What Else They’re Doing?
Other Mobile Marketing Tools Used
Advanced Telecom Services 84444.com 84444.ca
Tactic % Engaged
Text Message Marketing 100
Desktop Website 97
Social Media 65
Mobile Websites 27
Apps 11
QR Codes 32
Mobile Video 4
TextChat 5
Geo-Location Services 2
56. How They are Doing It
Types of Text Messaging Being Used
Advanced Telecom Services 84444.com 84444.ca
Interactive & Broadcast: 82%
Interactive Only: 11%
Broadcast Only: 7%
57. What They’re Doing
Percent of Applications and Response Rates
Advanced Telecom Services 84444.com 84444.ca
0
5
10
15
20
25
30
35
40
45
% Applications
% Messages
Application % Applications % Messages
Consumer Information 42 20
Reminders/Alerts 24 17
Mobile Coupons 18 14
Opt-Ins 4 2
Voting 3 3
Sweepstakes 2 38
Other 6 6