Small Businesses Marketing with Text Messaging
Many large companies, such as Dunkin' Donuts and McDonalds, have deployed successful marketing campaigns using text messaging. But you do not have to be a multinational to take advantage of this very effective marketing strategy.
Text messaging is also referred to as SMS, or short message service. Cellular phones that are equipped to handle text messaging and instant messenger clients for computers can receive brief messages that contain information from friends, clients, and even businesses marketing their products. In addition, be sure to read up on E-mail Marketing Basics.
Text messaging is gaining popularity as an advertising medium because it is relatively inexpensive and allows businesses to reach out to highly targeted consumers. Millions of people all over the world have the ability to receive text messages. Although the United States is somewhat behind in this trend, text messaging is quickly gaining ground in this country.
You can send instant coupons, promotional messages, and much more via text messages. When you write your copy for your text-message advertisement, you will need to keep it as brief as possible and get directly to your point. Learn more about the Art of Writing Effective Web Copy.
Having the ability to instantly contact potential customers all over the world is one of the best benefits of this marketing strategy. In addition, text messaging is a personal way to reach out to potential customers.
The first step in launching a text-messaging campaign is finding a company to provide subscriber lists and deploy your ads. Here are three of the most popular SMS/Text messaging services:
Simplewire offers a starter pack that includes everything you need included to kick off your first campaign. You can to add on additional units of subscribers or try the starter package to see how your first campaign does. Just create your message, and Simplewire will handle the rest.
Skymo, based in UK, offers US access in addition to other countries across the world. Their rates are in pounds sterling, which means exchange rates can work against U.S. advertisers.
PSWin.com is also based in Europe, and they use the Euro to calculate their fees. PSWin charges no setup or subscription fees: just select the number of subscribers you would like to reach, and you are charged per subscriber. There are no minimums, making this a great service for smaller companies.
Whether you plan on mounting a large text messaging campaign or whether you want to start small, there are plenty of different resources available for small businesses interested in this technology.
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It's Time for Brands to Embrace Text Messaging
It Can Provide a Direct Route to the Urban Market
 Doug Melville |
I have the fortunate position of sitting on the Leadership Council of theCellular Telephone Industry of America. This past week in San Francisco the semi-annual CTIA conference took place, with the main theme focused on Wireless IT & Entertainment. Unfortunately, I was unable to attend for the first time in three years. It was hard for me to sleep thinking about all the new gadgets, data and trends that would be discussed at this year's gathering, but the one area that I was most interested to explore was data use and how that could be applied to marketers and advertisers.
While some CMOs and agency chiefs say they are looking for ways to tie into the newest urban culture and trends, they are either missing or significantly discounting the device that represents the extension of people's individualism and personality: the mobile phone.
When thinking of cellphones, it appears that data is becoming the new voice. It is clear that almost every American who doesn't physically churn his or her own butter these days has a cellphone. But besides voice minutes, the mobile industry is making a conscious effort to increase its new sweet spot: data use and application.
So what does this mean to marketers? A whole lot if you put a few key items together. The CTIA along with Harris Interactive released a study touting the power of mobile against the teen audience. (I encourage EVERYONE to increase their teen plus mobile IQ and read this.)
There are two key stats I pulled from that Harris Report and added them to a piece of info from a recent U.S. Census Report to come up with a formula, or equation, for CMOs and agencies that will help them justify and take advantage of urban and youth marketing to the next generation.
It breaks out as follows:
Point 1: Text Messaging. Not only do nine out of 10 teens text, and not only do some teen segments prefer texting over talking, but almost HALF said they can complete text messages with their eyes closed or blindfolded.
PLUS
Point 2: Mobile-Based Advertising. Almost HALF of all teens are interested in ads on their phone if there is an incentive. (Yes, I said interested.)
PLUS
Point 3: The "Browning" of America. In 15 years, more than HALF of the nation's children (teens and younger) will be multicultural, belonging to a minority racial or ethnic group.
EQUALS:
The Sweet Spot. This is one of the best ways for reaching today's teens, and taking advantage of marketing trends for tomorrow's fastest-growing segment of the population is through corporate-based mobile advertising, marketing and messaging.
A recent example of this: the Barack Obama Text Message. According to the WSJ, when Barack Obama's campaign sent out the text message alerting supporters to his vice presidential pick, it reached an estimated 2.9 million people.
Not only did Obama get unbelievable press coverage for this through CNN, The L.A. Times, WSJ and others, but he also got a head start in the development of his own Obama media, in which he can send messages directly to his supporters without having to resort to mainstream media. If you look at what segment won Obama the caucuses, you have to look at the under-25-year-old crowd. And what better way to reach them than text messaging?
Tim Russert's 23-year-old son Luke, who is an NBC News correspondent, discussed on "Late Night With Conan O'Brien" last week a solution to get unmotivated 20-somethings to register to vote. His suggestion: a one-day registration event that is advertised/supported by a text-message campaign. Instead of using the current antiquated voter-registration process, which requires several weeks to complete, a text message can give you instant gratification -- and an almost immediate response and completion.
Brands should all take note: Get smarter or lose market share. The easiest and simplest form of communicating through data on your mobile phone is through text messaging -- more than 75 billion are sent each month in the U.S. alone. But how many are sent by brands and companies? Hardly any. Besides Domino's Pizza, which sends regular texts with food specials, I have yet to personally be inspired by brands and their focus in this sector.
The multicultural population and influence is growing, and more agencies and brands are looking for ways to effectively tie into the coolest urban trends, urban America, young hipsters; mobile is a great way to do this.
Instead of struggling with the multicultural budgets that seem to overlap general-market initiatives, turn your multicultural dollars toward digital. Your message is direct, quick and immediate for a tech-savvy audience that actually wants to hear from you.
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Idea Oongli Cricket arrives for mobile users
Cricket fiends have already enjoyed Test Cricket, One-Day Cricket and even T-20! This time, the world of batting & bowling will be getting something new. Idea Cellular has just introduced a new format of Cricket – the ‘Idea Onngli Cricket’, enabling mobile phone users to enjoy every bit of it.
With the new campaign this summer, Idea Cellular will bring Cricket to all those who use a mobile device. The new format will allow millions of mobile users in India to participate in this unique campaign.
“All Indians are connected with Cricket, in some way or the other. However, only a few get a chance to play the sport while millions just remain spectators of the match. ‘Idea Oongli Cricket’ will enable every Indian to participate in this match of cricketing intelligence. Like all Idea campaigns, the concept is fun and entertaining, and will engage a cross section of consumers through the power of telephony,” stated Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular.
Interestingly, sports buffs will be asked a question based on the events and happenings of the ongoing match of the day. Each question will be unique and promises to topple oodles of fun. Users just need to exercise their fingers to text the right answer after the question is asked.
‘Idea Oongli Cricket’ can be played by all mobile phone users. So play ‘Idea oongli Cricket’ this season and stay connected with favorite cricketers. Enjoy!
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January 05, 2010
Mobile Advertising to Grow 45% in 2010 to $3.8B (SMS Advertising To Dominate)
JP Morgan is out with their 2010 Internet Industry Outlook. If they're right, the mobile world is set to keep on growing:
JP Morgan’s leading industry analyst Imran Kahn released the 328-page Interest Industry outlook which notes that total U.S. mobile advertising for 2009 is estimated at $2.6 billion, up 62 percent, with $2.3 billion of that from text messaging. Just 178 million was mobile search, and $140 million was display. Both of these were up 80 percent last year. Turn to 2010, and mobile advertising is, according to Kahn, forecast to grow 45 percent to $3.8 billion ($3.2 billion SMS advertising, $253 million mobile display, and $31 million mobile search.)
Read more: Mobile Marketing Watch OnlineMediaDaily
Advertising agencies know what works best for their customers. And successful ad agencies know that you have to be ahead of the creative curve to create profit for your clients. When considering the types of advertising today, modern advertising methods include text messaging.
Each campaign would include a keyword, chosen by the agency for the client. The keyword could be promoted in print, tv and outdoor ads. By texting the keyword to 84444.com, companies not only respond to consumers directly, but as a direct result receive and built a database of their customers. This in turn can help companies extend their brands with increased brand awareness, loyalty, participation, consumer data gathering and more.
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Text message donations help Haiti
January 14, 2010 6:17am | DiggRedditLinkedInFacebookdeliciousMixxPropellerYahoo! BuzzstumbleuponTwitter', Assanka.$(this).parents('.falconpostactions'), '', 'Share', 530)" style="color: rgb(71, 129, 170); text-decoration: none; ">Share
In the immediate aftermath of Tuesday’s catastrophic earthquake in Haiti, celebrities and aid organisations began making an unusual appeal to Americans: pick up your mobile phone and text.
Both the Red Cross and Yele Haiti, a charity founded by Haitian-born singer Wyclef Jean, are accepting donations via text that will be put towards relief funds for the devastated island nation. In just over 24 hours, more than $2m has been raised.
Anyone with a mobile phone can text “HAITI” to 90999 to donate $10 to the Red Cross, or “YELE” to 501501 to donate $5 to Yele Haiti. Users then get a text asking for confirmation, and with another “YES” text the donation is complete.
So-called “mobile giving” has been catching on lately, as smartphones proliferate and people grow more comfortable using text messages as a form of commerce (text message coupons were another big growth area last year).
The low financial barrier to participation has made it popular, while social media had enabled campaigns to go viral through word of mouth.
Another thing aiding mobile giving this time around is that the wireless carriers, which sometimes charge high fees for text message gifts, are waiving the fees for donations made to Haiti.
For once, excessive texting might not be such a bad thing.
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Vodafone: now 90p for every £1 text donation goes to charity
From today, Vodafone UK is increasing the amount that charities will receive when its customers make a donation via text message. Charities will now receive 90p of every £1 donated by Vodafone customers when they give £1 or more via a five digit 'short code' number which starts 70.
"Donating by text message is an easy and simple way for customers to give to charity and this change will make it more attractive," said Libby Pritchard, Head of Corporate Responsibility at Vodafone UK. "Research by nfpSynergy has shown that people understand there may be a small charge how ever they chose to donate."
Vodafone say that the 10p that is kept covers network and third party costs. VAT is no longer payable on the donation itself and is passed to the charity.
John Low, Chief Executive of the Charities Aid Foundation said: "Vodafone are the UK's second biggest mobile phone operator so this is a very significant announcement... This is a huge step forward in the campaign to make text donations a good way to give to charity and means that all charities benefit, not just one off major appeals such as Comic Relief and BBC Children in Need when all mobile phone companies have generously waived their fees".
O2, the UK's biggest mobile phone operator, reduced their rates in November 2009 to pass on 90% of each text donation.
Low added: "I hope other mobile operators will follow because giving by text is a great way to fundraise since it is easy and spontaneous for donors."
Roger Craven, Director of mobile fundraising solutions provider Vir2 Ltd, has supported the campaign to secure higher donations from texts, said: "Text donation is a competitive option for small value payments on more and more networks. Text is also more spontaneous, it appeals to a younger audience and unlike cheques, there are no plans to phase it out by 2018."
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