[Part 2 in this week's series on "Engagement." See below for previous posts in this series.]
The key to mobile, like any marketing, is gauging the level of reward necessary to motivate the consumer to do what you’re asking. If you’re asking for someone to merely text in, the reward can be relatively small. But if you’re asking them to click through to a .mobi site and enter their personal information, you better make it worth their while.
Fortunately, mobile lends itself very well to this process. A strategy that we employ quite effectively is something we call “escalating incentives.” Basically, you start with a small, but relevant, incentive to get consumers to respond. Then you gradually up the ante with larger incentives as you move them to your final goal, which is usually opting-in by giving their personal data.
It works because the user feels rewarded at every turn, so they’re encouraged to move forward with you. They also feel secure. You’ve proven yourself. Now they’re comfortable taking the next step.
Wednesday, October 31, 2007
Tuesday, October 30, 2007
Mobile Rule of Engagement #1: Immediacy
[Part 1 in this week's series on "Engagement." See below for the introduction to this series.]
A key element of mobile is access from anywhere at anytime. So your mobile campaign must leverage the value of immediacy: not only in access but also in gratification for the user.
Mobile absolutely must have an element of instant gratification because mobile is marketing, but on 5 cups of espresso. The whole process is speeded up and compressed into just a few moments. So the potential payoff is enhanced. But so is the expectation from the user.
That’s why we counsel clients to keep campaigns simple and direct. Make a clear offer, provide a simple method to obtain it, and deliver on it immediately. Keeping it simple makes it easy to present value to the user with every action they take.
A key element of mobile is access from anywhere at anytime. So your mobile campaign must leverage the value of immediacy: not only in access but also in gratification for the user.
Mobile absolutely must have an element of instant gratification because mobile is marketing, but on 5 cups of espresso. The whole process is speeded up and compressed into just a few moments. So the potential payoff is enhanced. But so is the expectation from the user.
That’s why we counsel clients to keep campaigns simple and direct. Make a clear offer, provide a simple method to obtain it, and deliver on it immediately. Keeping it simple makes it easy to present value to the user with every action they take.
Monday, October 29, 2007
Mo7 Mobile Rules of Engagement
At the moment, it’s hip to apply the term “engaging” to mobile marketing as if all you need to do is do add mobile and you will magically engage consumers. Sorry. It’s not quite that simple.
Mobile certainly does tilt the engagement scale in your favor (you are, after all, leveraging the most personal communications device that people use). But you still have to work to make engagement happen with consumers. The good news is that you can do that by building on the attributes of mobile that make is so unique.
All this week, we will be discussing the elements that we use every day to capitalize on the natural capabilities of mobile to create successful opt-in campaigns. We call them our “Mo7 Mobile Rules of Engagement:”
Mobile Rule #1 -- Immediacy (Give it to them NOW!)
Mobile Rule #2 -- Gratification (Make them feel good NOW!!)
Mobile Rule #3 -- Convenience (Make it simple NOW!!!)
Each day we'll show you how you can use each of these elements to build stronger opt-in mobile strategies and grow your business.
Mobile certainly does tilt the engagement scale in your favor (you are, after all, leveraging the most personal communications device that people use). But you still have to work to make engagement happen with consumers. The good news is that you can do that by building on the attributes of mobile that make is so unique.
All this week, we will be discussing the elements that we use every day to capitalize on the natural capabilities of mobile to create successful opt-in campaigns. We call them our “Mo7 Mobile Rules of Engagement:”
Mobile Rule #1 -- Immediacy (Give it to them NOW!)
Mobile Rule #2 -- Gratification (Make them feel good NOW!!)
Mobile Rule #3 -- Convenience (Make it simple NOW!!!)
Each day we'll show you how you can use each of these elements to build stronger opt-in mobile strategies and grow your business.
Saturday, October 27, 2007
Case Study: OnlineTickets.com
Promotion: “Spring Break/Bike Week Contest”
Goal: Grab them at an event, get them to a web site.
Result: 38% click through from SMS to registration web site.
OnlineTickets.com, a Houston-based specialty ticket broker, partnered with Mo7 Mobile Interactive Marketing to use mobile to engage people in Florida at Spring Break and Bikeweek, then drive them to OnlineTickets.com. The ultimate goal? Build the OnlineTicket.com online database.
On the beach and in bars, OnlineTickets.com street-team members handed out printed cards telling people to text for a chance to win $500 in free tickets!
Each person who texted immediately received a return text containing their personal contest code. Also included were instructions to go onto OnlineTickets.com and enter their contest code to see if they were the winner. They were told to enter their contest code on a pre-determined date after spring break at which time the contest web page would be live.
The morning of the contest, Mo7 sent each entrant a reminder text to go to OnlineTickets.com and enter their contest code today.
Once on the site, contestants were asked to register with their personal data (name, address, e-mail).
38% of everyone who originally texted went over to OnlineTickets.com to enter their contest code and complete their registration for the ticket sweepstakes.
Monday, October 1, 2007
Breaking News Alerts
News waits for no one. Get what really matters on-the-go. NewsRadio 740 KTRH utilizes cutting-edge cell phone technology to send you breaking news when it happens!
KTRH sends breaking-news text alerts on the one device that keeps you connected at all times. The alerts are only sent when an event reaches a HIGH-priority level, as determined by the KTRH newsroom.
Text "news" to 777111 to receive your press pass now!
Campaign goals:
- build mobile database of listeners
- increase time spent listening and listener loyalty
- extend the reach of the 740 news product beyond the car
Opt-in methods:
- listeners signup for alerts on the stations’ websites or by texting the shows’ keywords
On-air promotions:
- Instant win
- Mobile Vote
- Digital Raffles
- Trivia Contests
- Text-for-Info
Campaign on-going results:
- Texters receive real-time breaking sports and news alerts
- Increased listener loyalty
- Over 6,000 breaking alerts sent each month to loyal listeners
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