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Mobile Marketing: Optimize Your Strategy for Maximum Reach

Explore the power of text messaging and mobile sites in marketing campaigns. Leveraging mobile analytics and app engagement can drive conversions and enhance user experience across all devices.

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Mobile Marketing: Optimize Your Strategy for Maximum Reach

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  1. Cielo MobileExtending Your Reach December 14, 2009

  2. Mobile POV: Combining Text Messaging & Mobile Sites • Text messaging by adults is outstripping the growth rate among younger generations. Adoption of text messaging in age groups between 45 to 54 increased 130%. By comparison, those 13 to 17 increased their text messaging by only 41%. SOURCE: Market-research firm, M:Metrics, 2009 • Mobile is the direct-response mechanism when used with print, OOH and other traditional media, allowing brands to reach a larger audience, drive traffic to their mobile presence and increasing the effectiveness of the total media plan. • Contrary to popular opinion, Americans use the mobile web in large numbers. The U.S. leads the global market in mobile internet penetration among subscribers in 16 countries. 15.6 percent of U.S. wireless subscribers (40 million people) use the internet on their mobile devices SOURCE: Research report, Nielsen, 2009 • A made-for-mobile site works best for a campaign’s mobile component: “ The full web experience on iPhones is way oversold. A well developed, fast-loading version of a branded micro-site is preferable to the full site in a mobile browser”. Steve Smith, 10-23-08

  3. Uniting traditional media and digital marketing The reply text contains a link driving traffic to the mobile destination. The “text-in” to a short code, with a unique keyword, provides a method to track and measure traditional media. The consumers’ text-in contains their cell phone numbers! Creates a valuable database for future mobile campaigns to reach targeted, opt-in consumers.

  4. WAP to APP Engagement • It’s not about browsing, but a call to action the engages in a relevant converting experience. • Rich site identical across all handsets and carriers. Not just smart phones, but the millions of other devices in the pockets of consumers. • Segments the offering by handset and navigates consumers directly to the applet market download producing greater lift than simple display media. • Cielo Analytics provides end-to-end visibility between the media buy and the conversion – 1.8% CTR on 4million impressions per week resulting in +9K downloads.

  5. Carving out real estate on the phone with content and community in which consumers willingly participate. APP to APP Content Utility • Always Good News applet delivers value and utility every day through editorial, image and video content . • Consumers give the brand permission to persist on their handset; increasing frequency-of-use of the brand’s mCommerce app. • The content applet is distributed across all channels as an advertainment services – transcending a specific ad campaign.

  6. Location-relevant texting

  7. Example mobile browser headers HTTP Headers: Host:cieloserver.com Accept:application/xhtml+xml, application/vnd.wap.xhtml+xml, text/html, text/vnd.wap.wml, application/vnd.wap.wmlc, */*,text/x-hdml,image/mng,image/x-mng,video/mng,video/x-mng,image/bmp,text/html Accept-Charset:utf-8, utf-16, us-ascii, iso-8859-1, iso-8859-15, iso-10646-ucs-2,* Accept-Encoding:deflate Accept-Language:en, fr, es User-Agent:LG-CU500 Obigo/WAP2.0 Profile/MIDP-2.0 x-wap-profile:http://gsm.lge.com/html/gsm/LG-CU500.xml x-up-devcap-smartdialing:0 x-up-devcap-iscolor:1 x-up-devcap-screendepth:16 x-up-devcap-numsoftkeys:3 x-up-devcap-screenpixels:176,220 x-up-devcap-accept-language:en,fr,es Cookie:$Version=1;JSESSIONID=G3ygzmGYG6GChdZ3QHdJlxpmSY2GppQT6qCp43rnHZjsbVLqnKty!639287934 x-up-subno:T_BOS_BST_1180662122000100069982 1180662122000100069982 Via:1.1 schmagr1fe07-dmz.mycingular.net Connection:close WURFL info: w:176 h:220 brandName:LG modelName:CU500 HTTP Headers: Host:localhost:7001 User-Agent:Mozilla/5.0 (iPhone; U; CPU iPhone OS 2_0_2 like Mac OS X; en-us) AppleWebKit/525.18.1 (KHTML, like Gecko) Version/3.1.1 Mobile/5C1 Safari/525.20 Accept:text/xml,application/xml,application/xhtml+xml,text/html;q=0.9,text/plain;q=0.8,image/png,*/*;q=0.5 Accept-Language:en-us Accept-Encoding:gzip, deflate Cookie:JSESSIONID=LYjKnhmp2my2LDWLKx6nyS33GNt2lZGkddZhbQnYL8HsvYQSl08f!653038318 X-Forwarded-For:32.137.210.98 X-Forwarded-Host:cieloserver.com X-Forwarded-Server:cieloserver.com Connection:Keep-Alive WURFL info: w:320 h:480 brandName:Apple modelName:iPhone HTTP Headers: Accept:image/gif, image/x-xbitmap, image/jpeg, image/pjpeg, application/x-icq, */* Accept-Language:en-us User-Agent:Mozilla/4.0 Host:cieloserver.com Connection:Keep-Alive WURFL info: w:128 h:128 brandName:null modelName:null

  8. Unique relationships -mass-market reach The brand’s print ad can still reach a large mass market. But it lacks a digital direct response. Text rumsi to 77982 Initiates interactive engagement. Each ad buy can have a different keyword to allow tracking and measuring responses from different ads.

  9. Build a mobile opt-in database Cielo creates a unique ID and associates it with each consumer’s cell-phone number. The consumer’s text-in contains the cell phone number! Cell Number + Unique ID Analytics measure traditional media and track unique consumers by cell number!

  10. Unique relationships – by cell-phone number The unique ID is used in the text back link to track the consumer’s behavior and segment the site’s content. http://cielo.me/captain/uni=179032 Cell Number + Unique ID Analytics measure traditional media andtrack unique consumers by cell number!

  11. http://cielo.me/captain/uni=179032 Rich-media mobile sites optimized for all handset types. Unique relationships – segment the content Cell Number + Unique ID The mobile platform should detect the consumer’s handset model and serves the appropriate experience.

  12. Why is the mobile opt-in database valuable? • It cannot be purchased. Operators stand behind their privacy policies and hold rigorous opt-in requirements. • It becomes an asset that can be used in future mobile campaigns with lower incremental ad spend. • Produces high response rates – exceeding email because it is built on targeted opt-in consumers. • Delivers more timely and geo-relevant marketing results. SMS goes directly to the person (not a desktop) • Provides opportunities to segment the campaign and the experience by cell-phone number.

  13. Integrating the mobile and online channels

  14. Message contains coupon code. May also contain links for mobile store finder and other features. Clicking on banner displays coupon registration. Clicking “Send” delivers a coupon within a text message. Consumers enters their cell number to opt-in. Rich vs. Reach – Cielo delivers both Cielo’s unified mobile platform delivers both rich-media ads and landing-page ads, with similar look & feel. Together, they maximize reach across all handsets.

  15. Cielo Mobile-One partner, unified services • Create, distribute, manage and measure • complete mobile campaigns with mass-market reach. • Provides a unified platform for rich-media ad units, text messaging, mobile sites, downloadable applets & made-for-mobile analytics. • Optimizes the consumer experience uniquely for each handset type and across every wireless carrier. • Delivers cost-effective results within emerging media budgets.

  16. CieloPlatform™ • CieloMessage™mobile-message application service. Provides text-to-short code processing. Enables keyword application discovery, opt-in, content distribution, Interactive voting, WAP-Push and Premium SMS billing. Complete mobile reach in US through Cielo’s certification deals with all carriers: CieloServer™mobile application and content server. Provides handset detection and profiling to optimize the mobile application experience for every handset, across all networks. Automated and self-serve content management and analytics, designed specifically for the mobile internet. • CieloVision™Downloadable applet with relational user interface. Reduces time and cost to port applets across iPhone, Blackberry and other disparate handsets. Plug-in components for video, image galleries, user-submitted content, text messaging and interactive rich media ads.

  17. CieloPlatform • CieloServer • Mobile CMS with integrated self-serve mobile site builder for an optimized experience across all handsets and made-for-mobile analytics. • CieloMessage Comprehensive mobile messaging platform will client-facing campaign management UI as well as a flexible API for integration client CRM.

  18. Cielo MobileExtending Your Reach 396 Washington Street Suite 110 Wellesley, MA 02481 +1 617-784-8837 info@cielomobile.com

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