The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business

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What exactly is the value in SMS marketing?

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Adam Groff - Aug 26, 2014

Just about anywhere you turn, you’re likely to see a least one person interacting with their smartphone. This gives your management team a unique opportunity in the form of text message (SMS) marketing.

When it comes to on the go promotions, here are just a few reasons why your marketing management team needs SMS (Short Messaging Service) marketing in order to really reach out to customers:

Short Message Service Statistics

As mentioned before, just about everyone and their mother carries a smartphone with them wherever they go. This, of course, provides your marketing team a huge opportunity to reach a mobile audience who’s already extremely receptive to the idea of mobile promotions.

As a marketing manager, you’ve probably seen all of the facts and infographics surrounding SMS marketing. In order to cut through the clutter, here are some cold hard facts: A recent Nielsen study reports that 40 percent of mobile phones in the U.S. are SMS capable smartphones.

In addition, more than 50 percent of smartphone users in America respond positively to text message advertising. With numbers like this, your marketing department can’t afford not to jump on the SMS bandwagon.

Benefits of SMS

SMS marketing comes with numerous built-in benefits that are sure to take your marketing to new mobile heights. Whether your management team needs a small-scale or large-scale marketing approach, SMS fits just about any marketing strategy.

In a previous article “What’s so great about SMS marketing?” shows, here are a few benefits that’ll more than answer that question:

  • Opt In or Out in a Flash – Everything about SMS marketing is fast, including opting in and out of marketing texts. If a customer wants to take advantage of your business’s promotion, they simply respond to your SMS short code and your message is delivered instantly. That’s it.
  • Ever-Growing Market – The smartphone market is a bustling one and with millions of people taking to texting every day, SMS marketing’s consumer base has nowhere to go but up.
  • Personal and Direct – Because SMS marketing requires the customer’s permission; it gives your marketing management team the opportunity to make personal, direct campaigns focused on niche audiences. Likewise, if you’re marketing to a wider, more diverse audience, SMS also allows you to create multiple campaigns for different customer niches.
  • Lead Generation – You can advertise your SMS short code and marketing message via your websites, in print advertisements, or in your storefront. This kind of interactive visibility creates more leads for your business than traditional marketing.
  • Short Messages – Arguably the biggest advantage of SMS marketing is the fact that the messages you send are short and sweet, which means your audience is more likely to respond.

Asking Your Customers for Permission

Because sending an SMS text to a customer requires permission, your marketing management team has to tread the promotional waters lightly. This means campaigning in a way that doesn’t seem too demanding or spammy.

Storefront SMS advertisements such as “text blank to receive blank” are usually easier to pull off because the customer is already familiar with the business involved. However, if your marketing management team really wants to find success in all promotional platforms, then a straightforward approach like the one mentioned above is best. Besides, if you let the customer know exactly what they’re getting from your SMS short code, everyone will walk away happy.

If your management team is looking for a new marketing approach, give SMS a chance – you’ll be glad you did.

Read Adam’s original post here

Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including mobile marketing and technology.

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Mobile customer service: Your customers now prefer SMS.

We’re in the age of on-demand. Everything from hailing a cab, to booking a hotel, and making restaurant reservations is a click of a button away. Customers expect the same level of ease and immediacy when it comes to customer service, but often have to jump through hoops just to get help. In a survey conducted by Harris Poll on behalf of OneReach, a cloud based communications platform, customers made it clear that they’d rather text for help than call.

Of the 2,000 people surveyed, over half said that they would rather have the freedom of contacting customer service via text rather than over the phone or computer. The two common problems customers face is waiting for a support agent, or being tied to their computer while receiving support help. For a mobile and immediate solution, 64% of people surveyed say they’d prefer text.

Adding a text-based channel of support not only helps customers get service faster, it helps businesses cut down on the cost of phone based support lines. Imagine the cost savings for a company if they could convert almost half of their voice interactions to text, which costs about 25 percent less per interaction.

If you want to attract and retain customers, you need to provide and excellent customer experience. Part of delivering that experience is enabling your customers to connect with you using their preferred communication method.

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Business man and woman text messaging


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Is your call center allowing your customers to communicate via text?…Why not?

Immediately reduce your call center cost by 25% and increase customer satisfaction by 65%

Business man and woman text messaging

According to a recent Forrester and Oracle report, the cost of the average phone call is increasing each year, up to $6 – 20 per call in 2012. While automated IVR solutions can significantly lower that cost, 93% of them actually decrease customer satisfaction. Thus it is no surprise that many businesses are forsaking the billion-dollar “phone only” strategy and looking to other channels to help solve customer service needs. Forester reports that the last three years has seen a 12% rise in web self-service, a 24% rise in web chat usage and a 25% increase in community-driven customer support. Pivot strategies are becoming the key to seeing ROI from customer service investments, as many organizations have begun guiding customers to different channels based on the complexity and urgency of their needs.

With so many channels gaining ground in the customer service field, it is surprising how often text messaging is overlooked. According to Pew Research, text messaging is the most common function currently performed on phones, outranking even voice calls. Another study shows that young adults not only prefer text messaging over voice, they would also prefer to text message companies to resolve simple customer service issues. Despite this, many companies are slow to see the solution “texting a company” can offer.

Here’s a common scenario: a customer needs to reset her password or check on her account, but she’s in line at a crowded restaurant or walking along a busy street. The robot IVR can’t understand her verbal commands with all the background noise, and she doesn’t want to search for and download an app just for this rare situation. With text messaging, voice recognition and app dependency becomes unnecessary, allowing the customer to easily resolve her issue either via automation or by connecting her texts to a web chat session with a live agent.

SMS solutions make it easy and cost-effective to address customer issues just like that. The text messaging channel allows for automated interactions, providing some of the same self-service solutions that IVR systems, web sites and mobile apps provide, as well as one-on-one support with a customer support representative. Many solutions also allow for integrations with existing systems, such as hooking live text-to-chat into established agent chat tools or pulling customer data from the company’s records for self-service issues.

Innovative organizations are already seeing the value in “texting” customer support. Companies like Comcast will begin piloting text messaging solutions this year, expecting to see a significant decrease in cost for their customer service sessions. Others have found that adding a menu option to their IVR for switching a voice call to text (“press * to continue this call in SMS”) has improved conversion rates by as much as 25%. Those customers that continue on to a text-to-chat interaction help bring the cost for the company down to $1-4 per session.

Companies looking to improve their service options in the following year need to consider seriously the benefits of adding text messaging as a channel. Customers are asking for it, and solutions are available to integrate it easily into a company’s established infrastructure. Not only do early-adopters differentiate themselves in a saturated market, but they maximize the ROI of their customer service investment. Text messaging is poised to explode as the channel of choice between customers and businesses. Companies shouldn’t overlook it, as their competitors won’t.


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Pepsi – Augmented Reality packaging

Originally posted on Victoria Waterman's Retail World:

I’ve only just seen this World Cup packaging made by Pepsi which uses augmented reality to bring the product to life, through scanning in a football players face using app Blippar.

Blippar registers the footballers face which then leads to a graphic of the Pepsi bottle opening up, then options to play a game, watch videos or download music.

It’s a really cool use of technology and very interesting to see something simple like a bottle unlock great branded content.

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