Bulk SMS Marketing Tips

3

Written on Saturday, February 27, 2010

  • Tip #1: Buy in bulk if you're a regular
Buying bulk quantities of SMS Messages can save you big bucks. I guess this is obvious, but a look at the prices on your favourite bulk SMS provider will confirm how true this is -- so think before you buy..

If you're going to be sending SMS messages to small groups, but regularly, buy in bulk. Think of your overall SMS needs for, say, 3 or 6 months or maybe even a year, if you're serious about SMS marketing, in order to cut costs dramatically.
  • Tip #2: Be careful about the encoding
The SMS protocol has support for different SMS message encodings. The most common is GSM , but there is also UCS-2 support.. In short, GSM contains only a number of characters, while UCS-2 supports practically every language out there.

If GSM doesn't cover your needs, beware because the character limit drops in UCS-2 from 160 characters per SMS to 70 characters per SMS!

So make sure you're informed - or you might end up getting charged for double the amount of SMS messages you meant to send!
  • Tip #3: Did you know what 'concatenation' is?
Concatenation is an option some Bulk SMS providers offer -- others don't, and others have it set as default.

Without it, if you send an SMS that's over 160 chars (if it's on the GSM encoding) your 'one' SMS will get delivered as two separate SMS messages on the consumers mobile phone. Be sure your bulk SMS provider offers this option, if you will often be sending messages that exceed the limit.
  • Tip #4: Remember to include contact details
Given the nature of my profession, I register my mobile phone number in all sorts of places. As a result I get sent loads of texts from various SMS marketing campaigns. Once in a while there's a text that I find interesting, so at that point I need a way to participate, either by sending an SMS, or by calling a number.

The problem is I have seen too many of these texts without full contact details so I can choose what suits me best.

This is really important when the SMS being sent is a call-to-action, or if the consumer might have a question or require clarifications.

For example, restaurants often send me promotional SMS messages, but in case I want to participate I want more than just the phone number they usually give me. Why not also have the website, so I can visit it directly from my phone, or also have the ability to text back to participate/book a table/etc ?
  • Tip #5: Get your date and time right
Another common pitfall clients often make are (small) mistakes in the date and time for events in their SMS messages. It's very unfortunate because the whole point of their SMS is to promote the event, and they get that wrong.

I know it sounds silly, but I see it happen... They focus too much on the rest of the SMS message, so much so, that they neglect to check their dates are right.
  • Tip #6: Don't send at inappropriate times
How annoying is it when your phone rings just as you're dozing off? Well, believe it or not (or should I say admit it or not!?), there's marketers out there that make the mistake of sending out their promotional SMS at times when their audience would rather not be disturned.

Ok, I know that when dealing with a wide audience, for which you don't know all that much, it might be difficult to come to a safe conclusion about the most appropriate time to communicate with them. Still, there are some general rules to follow about times that apply to the general public.

In general, don't contact them:
  1. while they're at work -- unless if your message is work related, when the opposite applies.
  2. when it's likely they're sleeping (this include early mornings or late nights -- not everyone gets up or goes to sleep the same time you do!)
  3. too early before your event, e.g. there's no point telling them about a concert next month (unless you're going to remind them again, or if tickets are running out)
  4. last minute -- unless you give them some extra incentive to make the effort required for a last-minute change of plans.
  • Choose alphanumeric originator with your brand name
Most Mass SMS Providers allow you to set the originator of your message (usually up to 11 latin characters, or 16 digits). Do look for this and -- obviously -- choose your brand name here.

Only set your own name if it is important for your campaign that the message feels more personal - e.g. politicians usually do this.
  • Tip #7: Time-critical SMS/Guaranteed delivery options
If your messages MUST reach their recipient, or if it is essential they are delivered within seconds, you can buy this sort of Quality of Service from most SMS providers.

Beware though; this comes at a cost. This type of SMS messages is quite expensive when compared to normal SMS, and that's not all.

Guaranteed delivery, might imply that some of your recipients will receive their SMS more than once. This is because of the approach (most) SMS providers take. If the SMS is delayed for some reason (e.g. poor signal), they will re-send the message, until they get back a delivery report saying it's been delivered.

In short, guaranteed delivery will ensure your SMS is delivered, just as long as you don't mind some of your recipients getting it twice.

Think what's more important, because some of them might complain about this sort of thing... but then again others might complain if they don't get it! If you don't want to have to choose try to find a bulk SMS provider that will guarantee you both (in writing ;) )..
  • Tip #8: Run your SMS text through a spell checker
This is, again, simple, yet sometimes overlooked. Quickly pass your text through a spell checker to ensure you don't get any embarassing comments, because this sort of thing can hurt your campaign and your own (or your business) image. Do you really want a politician who either can't spell or just isn't bothered to pass the SMS through a spell checker? (the second's far far worse for me cause it shows poor professionalism, while making spelling mistakes isn't that big a deal for me)
  • Tip #9: Send a test SMS
Once you've prepared your SMS in your favourite Bulk SMS software, or website, and you're ready to press that big red 'SEND' button... STOP!

Now is the time to take a second and send the message to your own mobile phone first, to make sure it comes up ok. Then, because, to be honest, we're not very fair judges of our own work, send it to a friend or colleague who hasn't seen it yet, and see how they react / ask them what they think.

When you get the green light from them, you're good to go!
  • Tip #10: Check delivery reports to remove consistently failing numbers
Most websites that do bulk SMS, offer delivery reports, so that you are able to tell which of your recipients your SMS has been delivered to. Obviously this is a great feature in itself, but you should put it to use as well.

Don't just look at the list and think cool, most of my messages are getting delivered... Keep a separate list of the failing recipients over a couple of iterations and erase them from your list, so that you save yourself the extra credit.

Sounds trivial, I know, but I wouldn't be bringing it up if I didn't know some of you don't do it.

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Cosmote Multi-Channel (incl. Mobile) Marketing Campaign

1

Written on Wednesday, February 24, 2010

Cosmote, one of the network providers here in Greece, has recently released a very successful tv ad with a very catchy tune and a video that's become very popular here.





Various people started doing their own versions of the video, which they published on TV / YouTube / Facebook, etc. so it was clear the ad was a big hit.

The ad agency then took the opportunity and took it to a whole new level, which is where it gets interesting for us..

They brought out a new version of the ad with a call-to-action, asking consumers to participate by visiting a website where they can create their own version of the video:

"Think you can do it better?" -- was the question posed, so that consumers can then create their own version of the video hit either 'proper' or comical.

What happens next is pretty cool because the way the do it is they call you on your mobile phone, and playback the music on their end, recording the whole phone call which they then publish on their website, so that others can then vote on the best ones.

I know this is the second post in a row for greek mobile marketing campaigns but I thought this was a really really clever way to interact with the consumer using a variety of mediums (tv, website, mobile) all really well designed and implemented, so please bare with me if it's all greek to you... :)

My congrats, if I am one to judge, to the ad agency behind this (OgilvyOne Athens) for a job very well done.

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Going-Out Athens Guide: Branded iPhone App

0

Written on Monday, February 22, 2010

This is will be more interesting for greek readers (mainly because the app is in greek), but it is also an interesting that I'm sure others around the world will have already applied (and I'm just not aware of).

Public, a chain of digital equipment stores in Greece, have brought out an iPhone app that contains all major night-life events in Athens. The events are separated in the following categories:
  • Concerts
  • Theatre
  • Dance
  • International Shows
  • Kids Shows
  • 'Public' Shows
  • What's Hot
Each event has complete contact details, how to book tickets, ticket prices, showing times, sharing options (so that you can link to it on your Facebook account, etc) and finally a map with the location of the venue where the event is being held. It also allows you to 'bookmark' events, for later retrieval, and also lists upcoming events.

The point of providing, and updating, all this information, for Public, is to promote its own brand name, as the app is clearly branded with the company logo, and also contains a Public Store Locator.

All the information is provided completely free of charge for the end user, and this is an interesting business model because it comes with a cost for the service provider -- in this case Public -- which is obviously considered reasonable to pay for the kind of exposure they get.

Having used the app, and benefited from it, it should be said, I have gained quite a bit of respect for the brand name (and I'm not one to fall into the loop easily) but I really did. It was free, well-built and provided a smooth overall experience, including all the information I needed.

I publicly thank Public (pun - though not great, I know - intended) for the app and congratulate them on an excellent choice for a mobile marketing campaign focused around the iPhone, and it would be great to see this sort of thing for a wider range mobile phone models too.

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iPhone App Design Guidelines

0

Written on Thursday, February 18, 2010

Jacob Nielsen is a guy I have huge respect for (here's who he is in the odd case you don't know him). I am a regular reader of his Alertbox column, and his latest article reports on the user tests his company ran with iPhone apps, and contains a number of very interesting conclusions and guidelines for people working with iPhone apps, which I presume includes, well, most of us.


I'm quoting some of the most interesting bits from his article:
In many ways, these test sessions reminded me of testing early Macintosh applications in 1986, when interaction designers hadn't yet figured out how to use the mouse and a mid-sized GUI. Now they need to get better at supporting fingers and a tiny GUI. There are plenty of guidelines for the seminar — in fact, I've never failed to derive a rich day's worth of material whenever we test a new generation of user interfaces. The "master guideline" remains the same as in 1986: don't port a UI from an old interface paradigm to a new one. In the past, this meant not slapping a GUI on top of something that was inherently a clunky mainframe flow. Now, it means not adding touch-screen access to a desktop-oriented direct manipulation design — users can't touch as precisely as they can click, so the number of manipulable graphical objects should be much smaller (so that each one can be much bigger).

...

On mobile devices, applications are easier to use than websites. (Given the current state of affairs; browser-based sites would be easier to use if designers started following more mobile usability guidelines.)

Why are apps better than sites for mobile? Because the more impoverished the device, the more the design must be optimized for the platform's exact abilities, instead of bowing to a cross-platform common denominator.

...

The first conclusion from this finding is that pure download numbers are obviously irrelevant. To measure your app's success, you must measure actual use. And, to assess whether you're really meeting user needs, you must go even further and measure sustained use. If people use something a few times and then give up on it, you have a failed mobile design on your hands.

...

The finding that iPhone apps are intermittent-use apps gives rise to many design guidelines. Here, we'll discuss a key guideline from the initial user experience:
  • Avoid making users pass through a registration screen as the first step.
In our testing, we saw countless apps that asked users to register before having proven their worth in the slightest. This is wrong. Remember: users start out with a fairly low level of commitment to your app. Unless yours is a truly great app that offers immense value, people won't use it enough to make registration worth their while.

...

iPhone apps are obviously a class of user interfaces, so it should come as no surprise that general UI guidelines apply, in addition to the special mobile guidelines. The difference between iPhone apps and desktop apps is that, with the former, these UI guidelines are much more critical because mobile typically implies intermittent use. Thus, the initial hurdles must be very low and easy to jump or users will never get accustomed to using your app.

Quality stuff! I know you're short of time, but even if you're remotely interested in iPhone App design it's worth reading through the article! Go, what are you waiting for?

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Mobile Phone-Crime-Fighting Innovations

0

Written on Wednesday, February 17, 2010

Mobile Phone Crime is huge. There's no question about it, yet little is being done to prevent it. Most people insure their phones, but that's closer to a cure, not prevention! People (myself included) tend to lock their phones using a (number of) PINs, but even that's the minimum consolation that at least your precious data (photos, contacts, messages, etc.) won't be accessed by anyone else.

Initiatives such as this, from the Home Office Design and Technology Alliance and the Design Council, are most welcome, because we need all the help we can get.

Here's more from the article:

Three new design innovations to tackle mobile phone crime, including a device that locks a phone and alerts the owner if it is taken away from them, have been unveiled today.

The prototypes were developed by teams of designers and technology experts as part of the Mobile Phone Security Challenge, an initiative from the Home Office Design and Technology Alliance and the Design Council, with support and funding from the Technology Strategy Board.

The aim of the challenge was to protect mobile phone users from crimes such as mobile phone identity fraud, which rose by over 70% in 2009, to make phones more secure and to prevent unauthorised use of mobiles for electronic 'contactless' payments, soon to be become widespread in the UK.

The solutions are:

  • i-migo - a small device which the user keeps about their person. The i-migo sounds an alert and locks the handset if it is taken out of a set range - either through theft or loss. The i-migo also provides automated backup of important data using Bluetooth technology.
  • The 'tie' solution - this electronically matches a handset to a SIM card and protects data stored on the handset with a password and encryption. If stolen, the handset cannot be used with another SIM and data such as saved passwords, browsed websites, and contacts cannot be accessed by criminals, who can use it to defraud victims, by hacking into online bank accounts.
  • TouchSafe - aimed at making "M-Commerce" transactions more secure by using a small card worn or carried by the user, who discreetly touches the phone to the card to enable the transaction. Touch Safe uses the same Near Field Communication (NFC) technology currently used by the Oyster travel card.

The three working prototypes will be on display from the 15 to 18 February at the Mobile World Congress in Barcelona, the mobile industry's annual trade show. The Design and Technology Alliance and the Design Council will be calling for the industry to protect their customers by adopting these innovative security technologies.

I couldn't attend MWC this year, due to personal obligations, so I can't go and witness the se or any other similar prototypes / products myself, so if any of you do go and see them, please let the rest of us know what you thought of them.

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Which is the Most Popular Mobile Browser?

2

Written on Friday, February 12, 2010

This is something I often find myself wondering about, but never really looked into. And it is an interesting issue as well, that I guess a lot of you are also interested in -- especially those of you, who, as mobile marketing professionals, are in the business of creating mobile websites, and have to ensure your websites show up ok in every single mobile brwoser (ok, or at least the most popular ones).


I am republishing the graph from icrossing.co.uk:

(click to view full-size)



The key points are:
  • iPhone dominates North America and Europe,
  • Opera is dominant in Nigeria in Africa and India,
  • Nokia is the most popular in China and Brazil and, finally,
  • BlackBerry owns more than half the market in Australia.
Pretty interesting stats, once again, and I hope they're useful to some of you out there.

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Nokia's Mobile Radar Technology

0

Written on Thursday, February 11, 2010

I saw this video last week but haven't really had the time since to sit down and get into a brainstorming session about this and the possible uses it could have.



Obviously, it's cool! But apart from the coolness factor, I'm a bit short on ideas about the mobile applications that could take advantage of this, because the problem is, I think, that it tracks all approaching objects, and not specific ones.

If you could tell which object is approaching you, or which object you're approaching, then, yeah, it would make things like finding where you put your keys sooo much easier! But I don't think it does that (yet)...

My time's up (about 10 minutes ago -- the time it took me to write this post) so I'm going to leave it open for discussion... Anyone, any ideas?

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US Teens and Social Networks

0

Written on Wednesday, February 10, 2010

Ok, I know this is the second post about U.S. teens in a short while (this was the other one), but it's just happened I've come across another survey on teens from the U.S., published by the Pew Internet project.

There's a number of interesting stats, not all about mobile usage this time round, but also about social networks that are becoming more and more closely tied with mobile.

Here's the most interesting bits from the article:
The study showed 8% of internet users ages 12-17 use Twitter. This makes Twitter as common among teens as visiting a virtual world, and far less common than sending or receiving text messages as 66% of teens do, or going online for news and political information, done by 62% of online teens. 73% of wired American teens now use social networking websites, other than Twitter, a significant increase from previous surveys. Just over half of online teens (55%) used social networking sites in November 2006 and 65% did so in February 2008. Pew has not quantified teen use of Facebook yet.

Blogging has dropped by exactly half since 2006, according to the report. 14% of online teens now say they blog, down from 28% of teen internet users in 2006. This decline is also reflected in the lower incidence of teen commenting on blogs within social networking websites; 52% of teen social network users report commenting on friends’ blogs, down from the 76% who did so in 2006. By comparison, the prevalence of blogging within the overall adult internet population has remained steady in recent years. Pew Internet surveys since 2005 have consistently found that roughly one in ten online adults maintain a personal online journal or blog.

The report also found:

  • Facebook is currently the most commonly-used online social network among adults. Among adult profile owners 73% have a profile on Facebook, 48% have a profile on MySpace and 14% have a LinkedIn profile.
  • In the past five years, cell phone ownership has become mainstream among even the youngest teens. Fully 58% of 12-year olds now own a cell phone, up from just 18% of such teens as recently as 2004.
  • 31% of online teens get health, dieting or physical fitness information from the internet. And 17% of online teens report they use the internet to gather information about health topics that are hard to discuss with others such as drug use and sexual health topics.
Interesting to be seeing mobile phones so omnipresent, even among younger-aged teens. Also interesting is the drop in blogging, as well as the numbers on what type of information teens look for online.

I believe that how teens use technology now is defining the future of technology, so I'm always excited to be reading through such surveys to try and identify new upcoming trends. Plenty of food for thought for me now..

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Mobile Touch Web vs. App Stores

0

Written on Monday, February 08, 2010

I got an interesting e-mail from one of my readers recently (thanks!), about a report on the Evolution of the Mobile Touch Web, from the mobile search engine Taptu. This is the first attempt at a comprehensive map of this ecosystem that I have seen, so I am sharing it with you all so that you can see the stats and numbers for yourself.

There's a presentation on SlideShare (visualising a report is always nice!) so that you can quickly go through the key findings.

From the relevant press release:

Shipments of Mobile touch screen devices are already 20% of global total, and estimated to increase to 40% by 2015. The 1st wave of content optimized for mobile touch screen devices were apps, which provided the opportunity to create a customized experience for users on mobile touch devices. Apple’s App Store, the most successful example of an ecosystem of apps, has led this wave.

We are at the beginning of the 2nd major wave of optimized content - the mobile touch Web, Web sites that are optimized for touch screen devices. The mobile touch Web runs on any mobile browser and provides new opportunities for businesses specifically mass market mobile commerce potential.

...

Taptu has analyzed, categorized and measured more than 100 million sites on the mobile touch Web and classified them by 20 categories and 200 sub-categories.

Today there are already more mobile touch Web sites than mobile touch apps; Taptu measured 326,000 sites on the mobile touch Web this month, compared to approximately 148,000 apps. In total, the mobile touch ecosystem is over 0.5m properties which represents millions of pages, videos and individual content items.

Taptu anticipates the mobile touch Web will double this year alone to more than 500,000 sites in 2010 and more than 1 million sites by the end of 2011.

Taptu observes a much higher proportion of games in the App Store (18% compared to 0.9%) versus the mobile touch Web. This is to be expected, since apps deliver a much richer, more interactive gaming experience than the casual games available on the mobile touch Web.

Interesting stuff.. Looking forward to seeing how much of this will evolve the way Taptu is predicting.

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Location-Awareness in Social Networks

5

Written on Thursday, February 04, 2010

Location is big in 2010 and it looks like it is finally going to be the year when it really hits off!


Location-Based Services (LBS) have been around since.. forever (my Master's thesis was on one -- and I remember finding literature on them from the 90s) but they have always been the sort of thing that was failing just short of happening.

So, you ask, what's different this time round -- why 2010? ... And Social Networks is your answer. They've certainly been one of the major developments of the past 4-5 years, and their success is unquestionable, not to mention how much they've already changed our lives. Now, another big change is on the cards: Social Networks are becoming (some have already become) location-enabled, by integrating the (missing up to now) element of geolocation.

Twitter, for example, already allows you to geotag your tweets. Then, you can look for 'Nearby' tweets, so that you can find out what's going on around you (literally), regardless of the people you follow... Unfortunately, only major countries/cities are supported so far, and I'm not in one of them, so I haven't been able to test it out and see for myself how much crap you end up having to go through -- I imagine that will be the main issue with this; you're not picking who to read tweets from anymore.

Facebook has plans to add location, but there's nothing solid yet. Obviously, given the sheer number of subscribers, this is going to be a huge boost for social location-awareness, and it will be really interesting to see then whether it will make or break, because if social networks can't make LBS a reality, I don't know what will! I believe location, once fully integrated, will give a whole new meaning to social networks, and Facebook in particular, and as long as it remains optional and you can still use Facebook without it, people will slowly come to adopt it when they realize the new features and services it can offer them. Granted, not everyone wants their location published with every post, but I think there is a balance to be found in between privacy settings (i.e. who can see my location) and the options to turn geolocation on and off completely.

Foursquare is the main social network site that already provides location awareness. In fact, it's pretty much built around it. The good thing about Foursquare is that it works.. everywhere! It's not just limited to specific places, or large cities. They let you add your own 'places' wherever you are, so that the whole world is open for exploration, and it is up to the users to 'build' the Foursquare virtual world. Obviously, the places with the greatest number of active users are the most interesting (because they have the most places / things to do). The real let-down with Foursquare, however, is that practically no-one I know is on there, and also that there are very few active users around my parts of the world right now, so there's not a whole lot to discover from others. Still, even if you don't know anyone, it's interesting to be finding out activities, new places you might not knwo about (especially in a town or city you're visiting) and general 'things to do'.

However, I came across a very interesting announcement for Foursquare, which I believe is one of the 'killer apps' of location integration in Social Networks.
Foursquare has inked a partnership with the Canadian version of Metro, the free newspaper that gets distributed on subway trains and other locations in various cities, that will give its users the ability to see local news and reviews related to a specific location they are “checking in” at using the service’s iPhone or BlackBerry app. Metro International, a Swedish company that publishes free papers in more than 100 cities around the world, says this is the first time the location-based startup has partnered with a news organization in any country.

In Canada, the paper is in Halifax, Montreal, Ottawa, Toronto, Calgary, Edmonton and Vancouver and claims circulation of some 800,000. So if a Foursquare user is near a restaurant in one of those cities for which Metro has a review, that will be displayed as a choice for the user. Although the Metro release doesn’t say whether other forms of news will be available as well, the potential is there for Metro reports on fires, break-ins, celebrity sightings or other news to be provided to users of Foursquare based on their location as well.

I also agree with Mathew Ingram (and Mark Briggs) about the point that they make about closed, proprietary relationships between news services and social networks:
Mark Briggs at Lost Remote makes a good point that in the long term, location-based news would be better accomplished by way of an open API and open data-sharing rather than proprietary relationships between news services and app vendors. But at least in the short term a deal like that of Foursquare/Metro could provide some interesting evidence as to what’s possible when you blend location and news (or marketing) content.
This is just not how social networks work! It is all about User-Generated Content, and yes, granted, there's other information sources in these networks, but my feeling is social network users will prefer news as live reports (tweets, posts, shouts, whatever) from other users, than enterprise-controlled, directed media.

Still, I believe that news, as a service, will be one of the major driving forces at this point, when users will still be processing the phenomenon of location-awareness in social networks.

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New Proximity Sensor: Meet ...Your Phone

2

Written on Tuesday, February 02, 2010

In a mobile marketing context, we use 'proximity' most often to refer to the consumer's mobile device being within range of a beacon/hotspot/antenna of a proximity marketing system. The mobile device is simply present, with the appropriate connectivity options turned on, and the discovery is left to the system.

However, a different take on the term refers to using the mobile device itself as the proximity marketing sensor. The mobile device takes the discovery role, meaning we can use it to find things near us, see if something is close to us, etc.

I came across this YouTube video just the other day that shows how this concept would work:
DecaWave ScenSor in Action

Interesting ideas and concepts in the video and though I'm not too sure how much of what is shown are off-the-shelf products, this is definitely something I can see us using a couple of years down the line, especially given the great push location-enabled and location-based services have recently got, after a number of years of always being on the verge of happening.

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NBC Mobile Marketing Campaign: 2010 Winter Olympics

4

Written on Monday, February 01, 2010

The Winter Olympics are slowly coming up, and as with all major sports events, you can bet mobile marketing campaigns will be running. Looking around, I came across this article, about the NBC mobile coverage of the 2010 Winter Olympics.

What I really like about NBC's approach on the subject is that they are running a very complete campaign, with a number of different interaction or notification methods, including (as you can see in the screenshot below -- taken from here):

  • SMS Marketing (1)
  • Mobile Applications (2)
  • Mobile Videos (3)
  • Network Provider Integration (4)
  • iPhone & Blackberry support (not there yet, but it is on the map) (5)
  • Mobile TV (6)
This is definitely one of the most complete mobile marketing campaigns I have posted about, because there's just so many different approaches and methods to interact and participate.

The list is so complete that it almost ensures that every device or network user will be able to participate one way, or another.

I would love to find out the statistics from this campaign once it's finished. It would be really interesting to find out which methods people in the US chose more to participate, what different users - with similar device capabilities - chose, which devices were used more, etc. etc.

There's some really interesting stuff to be found from this, and I hope the marketers behind this campaign make the most of it -- it'd be a shame to waste the opportunity..

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