SMS Beats Email

Well folks, the new player on the team is proving to be more successful. The new batter is hitting more home runs. The young guy is breaking records. Okay, I am getting carried away with the baseball analogies here…but the bottom line is that SMS delivery rates beat out email delivery rates.

SMS has 100% deliverability. Why? Because the user opts-in and the message is delivered directly to their mobile device, no restrictions.

According to Return Path, “Despite minor improvements, about 1-in-5 commercial, permissioned emails still fail to reach consumers' inboxes.” Why? MediaPost tells us that 3.5% of these emails are delivered to spam and bulk folders, and 16.3% just go missing in cyber space with no notice of non-delivery. And to top it off…ISPs can vary on the criteria of how many emails actually reach inboxes. Gavin O’Malley noted that “nearly 20 percent of email campaign messages fail to deliver.”

That is not to say that email is not useful. It is. But in the end SMS wins the game.

Check it out:
SMS
100% deliverability
90+% open rate
13-15% coupon redemption
(MMA)

Rudolph the Red Nosed Reindeer had a very shiny phone

Not only are phones a popular gift during the holidays…they play a huge role in holiday shopping. That’s right everyone…to gear up for the most intense shopping month of the year get those credit cards, comfortable shoes, and mobile phones ready! According to Deloitte’s 24th Annual Holiday Survey of Retail Spending and Trends, “nearly one in five holiday shoppers will rely on digital advancements such as social media and mobile phones for help with holiday shopping this year.” So what are they using these “pocket elves” for you may ask? Everything from researching prices, getting product information, looking for discounts and coupons, reading product reviews, making a mobile purchase, to the most popular use by 55% – looking for store locations. Well that is good news for the stores that are already running in the mobile arena. USA Today’s Jayne O’Donnell highlighted the top dog mobile sites for the holiday season. Among them are Amazon, Wal-Mart, Google, RedLaser, and Dealdar. Not only do they have another outlet for marketing, they are also making holiday shopping easy and convenient for consumers. There are few things worse than dealing with tired, grumpy, frazzled, “I left it all ‘til the last minute” shoppers. Make their life easier and your profits sweeter.

And what about those lazy consumers who need to shop but can’t justify missing the game for the crazy traffic and shopping mall zoos? If you have gone mobile, you are pleasing them too. They can surf your mobile site, select the perfect present, and purchase it without leaving the comfort of their lazy-boy and hot chocolate. While they are on their phones they may even check out gift wish lists of friends and family or text pictures of things they want to their significant others. Translation→ people will be communicating about your products.

The mobile shopping market is still young and largely uninhabited by stores. Now is the time to jump in and become a favorite on the shopper’s list. Mobile sites and applications…when done right…are fast and clean, and do almost everything that regular websites do. The selling point – mobile is with the consumers wherever the go. They need directions to your store…bam, there’s the store locator. They need gift giving ideas…zing, there’s your digital shopping list. They need to purchase a gift and have it delivered tomorrow…jingle bells, you just gave them a Merry Christmas.

Mobile Tweens & Teens

What were you doing when you were 10 years old? Climbing trees, riding bikes, playing Barbie and Hot Wheels? Well folks, the times have definitely changed. A new and more exciting toy has graced our young population…the cell phone. The key age for kids to acquire their own phone is 10. And that isn’t just the popular kids who always get what they want…more than 50% of 10-year olds in the U.S. own phones! In the 13 to 17 year old age range, 77% own cell phones. These kids are texting gurus. Not only do they all know the “text language”, their fingers move a mile a minute, and they probably know how to operate all the phone capabilities better than a lot of adults. That said, a lot of the text messages that these tweens and teens send out barely justify the bill.
“wats up” → “nothing” → “cool” → “yea” → “see you l8ter”
Come on kids! That is one of the most anti-stimulating conversations ever, but it is pretty common with these teeny-boppers. It doesn’t matter what they are texting, they are just cool if they are texting. Their main mobile activities are making calls, texting, and playing games (because yes, even though they are like adults with phones, they are still kids who love games).

So where am I going with this rant? Kids have phones; kids like to text; and kids are impressionable. There is a huge mobile market for kids out there, which is wide open. Of course there are rules and regulations with marketing to minors; but if the parents allow their kids to have phones, there is a good chance they will allow them to participate in positive mobile campaigns. 65% of tweens with cell phones are on shared family plans, and almost 30% have prepaid plans. As they get older, they start playing for their own individual plans (which often include unlimited texting).

The Simpsons, although a little far-fetched, hit the nail on the head in their episode entitled “Apocalypse Cow.” Bart and Lisa are part of the impressionable, American youth. Who cares about the cost, if they believe in a cause, money is no issue. Now don’t charge $15 per text; but play by the rules of the book, and you may open your doors to the tween and teen mobile market.

The Mobile Whirlwind

It seems that we have been M.I.A since May. Well, we never really left; we have just been in a whirlwind of welcoming new clients to the mobile world. Things have been rolling out and new mobile magic is being made. I am relatively new to the mobile services world, and let me tell you, this stuff is awesome! My way to describe it would be, it is kind of like a cool kid’s party. The cool kids know what’s happenin’, what is trendy, and are one step ahead of the game. Everyone wants to go to the cool kid’s party; you just have to know the right people to get you in. Well…mobile is cool…and we are the kids who are going to get you inside that party. Sure, you’ll be fine without the new trends and new friends, but life is so much more rockin’ when you are leader of the pack and on top of your game.

I think that the mobile sector should operate on dog years because everything is moving so fast! The technology, capabilities, and ideas are constantly changing and getting better. We haven’t written since May, which may not seem that long ago…but in mobile reality we have progressed from playing with pogs, Carmen San Diego, and watching Full House, to flying to work in futuristic cars while you exercise on Wii Fit. Okay, maybe that is a little extreme, but the point is, you blink in this industry and something new is invented. That’s why Mobile FKM is here to bring you up to date and help you stay on top of your game. Go on…be a cool kid.

Look for us over the next few weeks to be posting new and exciting updates about the mobile world and what cool things we are creating for our clients.

OTB Launches Multi-channel Mobile Effort

Casual dining brand On The Border is launching a first-of-it's kind integrated mobile initiative to drive consumers into restaurants from a wide range of media.

Created by Mo7 Mobile/Mobile FKM, the multi-channel campaign will allow consumers to send an offer for a free bowl of queso or sopapillas, a Mexican pastry, directly to their phone from variety of interactive ads. The mobile element is designed to support the debut of OTB's new $6.99 Countless Combination menu offering.

The offer will be seeded in online ads, local search ads, the On The Border web site, emails and targeted mobile voice ads.

The online ads will be equipped with a field so that consumers can enter their mobile number directly into the ad unit and immediately send the offer to the mobile phone.

City Search listings will feature the offer with a click-through to a web page with the same opt-in technology. The offer and link also is included in an email sent to the On The Border Club Cantina database.

And targeted voice ads, served through the 1-800-Free411 platform, will include an option to press * and send the offer to your phone.

Each ad platform and unit is being tracked for its effectiveness in producing opt-ins.

Our take: We are truly activating these ads, not just with click-throughs, but with technology that makes getting this offer extremely simple for the consumer. Our strategy is to take down the barriers facing the consumer and to get the offer in as many hands as possible, since mobile has such an extremely high redemption rate.

Analytics to follow...

SMS: Critical Communications

Never has our real-time text messaging effort for the BP MS 150 been as relevant as it was this past weekend.

13,000 people annually participate in the 2-day charity ride between Houston and Austin.

With rain storms looming in the forecast, an unprecedented number of riders texted in to receive our alerts on their cell phones. For the past three years, we have linked riders, volunteers and their families with real-time messages. Typical content includes course changes, schedule changes and weather updates.

Then five inches of rain and flash floods washed away Saturday's portion of the ride.

Our alerts helped keep everyone off the road on Saturday, and got them to the starting line in La Grange on Sunday. Then it was off to Austin. A shorter trip this year, but another massive blow against MS.

Awesome job, everyone!

Armani Exchange Launches Mobile Campaign

(Reprinted from the "Mobile Marketer")

A|X Armani Exchange has launched its first mobile advertising campaign to promote its A|X Armani Exchange Spring 2009 collection.

Armani is using mobile ads served on the mobile ad network AdMob to raise awareness of the new A|X spring line, drive opt-ins to the brand’s text messaging program and to continue building the brand’s relationship with its customers.

“The Armani Exchange Spring 2009 mobile advertising program gives A|X the opportunity to engage our customers in a timely, relevant and entertaining way,” said Tom Jarrold, senior vice president of global marketing and communications at Armani Exchange, New York.

A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers – a collection offering urban, individual style. Armani Exchange is "Accessible Armani" that defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.

With A|X, Mr. Armani interprets his sensual and unique style to create a casual, yet sophisticated collection for the young, urban and sexy. Today A|X Armani Exchange has an exclusive direct controlled retail network that currently comprises 170 freestanding stores in 24 countries.

This is the first mobile advertising campaign that Armani Exchange has undertaken and it builds on the success of its Text A|X campaign, with the tagline of “Instant Message. Instant Style.”

“This is the first time we are working with Armani Exchange and this is their first mobile advertising initiative,” said Nicole Leverich, spokeswoman at Ad Mob, San Mateo, CA. “They previously allowed people to go to the site from their computer and sign up for text alerts and saw a lot of success with that.

“This new campaign is building on the success of that initiative,” she said. “It lets consumers learn more about the collection.”

The luxury retailer did a text-to-win promotion in an effort that also involved future SMS marketing.

The "A/X $1,000 Shopping Spree Sweepstakes" call-to-action was printed on the retailer's shopping bag.

It asked customers to text the keyword AX to short code 276264 (ARMANI) for a chance to win a $1,000 shopping spree.

Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, A|X events and mobile downloads.

The new A|X mobile advertising campaign is designed to leverage AdMob’s iPhone network and drive consumers to a specially designed mobile Web site where they can sign up for Text A|X, find stores near them, watch videos, see images of the new Spring 2009 line, or read the A|X Styletraxx blog.

“As everyone knows the iPhone is an engaging device and users of it tend to be interested in hearing from advertisers,” Ms. Leverich said. “The device allows advertisers to come up with unique campaigns because of the capabilities of the device.”

The engaging iPhone text, banner and canvas ads highlight the Spring 2009 collection.

“The program allows the A|X customer to experience the brand – to review looks, find stores, get downloads – on the fly,” Mr. Jarrold said.

Platform Integration: Mobile and Web, Linked

A new study by the Pew Foundation has shown a link between mobile internet access and online use.

The Pew Internet and American Life Project's report titled "The Mobile Difference" finds that 39% of adults have seen the frequency of their online use grow as their reliance on mobile devices has increased.

This follows our experience that repeatedly demonstrates a high correlation between mobile and online. Mobile, it seems, is the logical extension of the wired internet. And a substantial segment of early adopters -- more than 1/3 of all adults now -- are proving it.

We are consistently seeing extremely high conversions from our mobile campaigns to online. This is why mobile campaigns that mix in and compliment online initiatives will continue to show great success.

Wireless Web: Here Comes 4G

Like the brand new 3G wireless networks? Don't get attached. They will soon be nearing capacity, thanks to the explosion of smartphones and mobile apps. Details are in a white paper from Cisco unveiled at CTIA this week.

As a result, 4G networks are already being rolled out by the major carriers, with handsets to match slated to appear before the end of the year.

What does that mean for brands and consumers? Mobile is edging ever closer to replicating your current Internet experience.

"4G takes one-quarter to one-third of the time compared to 3G networks, giving consumers everything the Internet has to offer," says Benjamin Wolff, co-chairman/CEO of Clearwire Corp. They are partnering with Sprint on its new 4G "WiMax" network.

In fact, Pew Research predicts that the mobile device will be the primary connection tool to the Internet for most people in the world by 2020.

Apps: Forbes' App Comes w/ Ads

Forbes.com launched the Forbes.com Mobile Reader for BlackBerry handsets this week at CTIA.

The Forbes.com Mobile Reader delivers real-time Forbes.com headlines and updates to BBY smartphones.

That's cool, but brands will find their interest further piqued by this: Forbes is serving ads on it. That's right, revenue.

The ads include image, text and click to call functionality. Add in the rich target environment of busy execs, and it could be a highly effective platform, not to mention a lucrative revenue stream.

Stay tuned...

Sales Activation

Here's a truth that gets lost in the hype about mobile: Not everyone is open to marketing on their cell phone.

But 25% of cell subscribers are. And given the incredibly high action rates of mobile (think: double-digit redemption rates), it's more than worthwhile to mine this group heavily.

Some tips:
Make engagement via mobile simple. We use simple text messaging to activate sponsorships, ads, TV, radio, print and even online. We have developed a widget that clients can drop into ad units or web pages. With it, consumers can enter their cell number and have an offer delivered directly to their phones.

Make a premium offer. The hurdle you have to clear to get on someone's handset is fairly high. An added incentive helps.

Make redemption easy. Scanning barcodes just isn't happening yet. Use promo codes. Or offer unique offer codes that you can track in your POS system. We have developed a technique to serve these unique, trackable codes with each text we send.

Encourage viral opt-in w/ SMS. Include a reminder within your bounce-back that others can download by texting or going online.

Apps: "Around Me" Review

By far the most useful app I've downloaded to my iPhone is something called "Around Me." The app uses the phone's GPS to help you find things around you that you need. Such as the nearest coffee house, bar, bank, gas station or even parking lot.



The thing that makes it so good, aside from the simple user interface that requires no typing, is that it actually works. I use it constantly, often just to see if the results jive with reality. And they almost always do.

I've used it to eat lunch in Dallas and park in Los Angeles.

"Around Me" is app building at it's best. Useful, simple, intuitive and functional.

"Thanks, Steve!"

The U.S. has taken over the top spot in mobile web browsing, displacing Britain, which was the former leader.

The news, from mobile web analytics firm Bango, is encouraging. The U.S. typically lagged behind the rest of the developed world in mobile adoption.

Yet even in a recession, U.S. mobile web browsing is growing. Twenty-nine percent of all mobile web traffic now comes from the U.S.

The reasons? Bango gives three.

1) The iPhone. As we mentioned here before, combine a great user interface, a fast network, an unlimited data plan and, perhaps most importantly, Apple's sense of personal security and you have a license to roam the mobile web at will.

2) Flat-rate data plans. See point #1 for proof.

3) Technology. Again, refer to point #1.

See a trend here? It's no surprise that more than 50% of all mobile web traffic is coming from the iPhone.

On behalf of mobile users and marketers everywhere, "Thanks, Steve!

Apps: From 30,000 Feet

The view from up here is clear:
- 150 million smartphones sold in 2008
- 500 million+ apps downloaded from Apple's App Store
-The App Store has 25,000 apps

And now enter Blackberry and it's obvious that apps are changing the face of mobile, along with that of our cell phones.

Some things to keep in mind when thinking about creating an app for your brand:

Do one thing well -- The best apps are singular in their function. They allow you to perform a repeatable function, simply and conveniently.

Houston first test market for Chick-fil-A texting

BY MARY ANN AZEVEDO
HOUSTON BUSINESS JOURNAL

A national chicken restaurant brand is using Houston as a guinea pig in a textbook advertising test.

Chick-fil-A Inc. kicked off the chain’s first-ever text messaging campaign in the Bayou City this week.

MobileFKM, a newly formed unit of Houston-based advertising agency FKM, helped launch the Aug. 11 mobile campaign designed to hatch more breakfast business.

MobileFKM managing partner Scott Forrest says the campaign will be driven by marketwide radio supplemented with station text-messaging promotional efforts.

Tina Murray, Chick-fil-A Houston-area marketing director, says a high number of local commuters made Houston a logical incubator for the initiative.

“Houston is paving the way for this,” notes Murray. “People spend so much time in their cars, but often still have to conduct business and be reachable. Usually in the summer, it’s home to work for most people. But when school starts, we want their routine to be, home, Chick-fil-A, drop kids off at school, and then work.”

Every day through Sept. 25, Chick-fil-A will give away a year’s supply of three-count Chick-fil-A Chick-n-Minis to someone who has entered by texting “Chicken” to 777111.

Chick-fil-A conducted a focus group with junior high and high school students and found the one thing almost all had in common was a cellphone.

The restaurant chain also realized that the up-front costs of such a mobile campaign — starting at around $10,000 — seemed “extremely affordable,” says Murray.

“But the results will tell,” she adds.

CONNECTING TO CONTENT

MobileFKM was born out of Mo7 Mobile Marketing, which was formed in 2007 and recently partnered with FKM.

FKM President Melissa Stevens says that unlike typical mobile marketers, MobileFKM offers companies more options and greater access to a broader range of consumers. Clients are delivered a mobile campaign integrated with a larger marketing package involving other media components such as direct mail, online advertising and public relations.

She says mobile advertising has great potential because it involves a portable, hand-held device almost always in the on position.

“What mobile does is keep people connected to content,” says Stephens.

There were 255.4 million cellphone subscribers in the United States as of December 2007, according to CTIA-The Wireless Association.

Forrester Research reports that 72 percent of 18- to 27-year-olds and 50 percent of 28- to 41-year-olds use text messaging monthly.

Chick-fil-A isn’t the only coup for MobileFKM, which also handles in-stadium text messaging for the Houston Astros.

Last week, the company signed a deal with Bubbles Car Wash where Bubbles will be offering a free car wash to everyone who joins their mobile club.

MobileFKM is also working on an integrated TV, radio, outdoor and online campaign for Wildcat Golf Club, telling golfers to text “Wildcat” to 777111 to join the Wildcat Mobile club. Members will receive special discounts on greens fees and can download photos of their favorite Wildcat golf hole to use as their cellphone wallpaper.

Other MobileFKM clients include On the Border restaurants, Gold’s Gym, the U.S. Army and Popeyes Chicken and Biscuits.

Stevens notes that the restaurant industry has been hit hard lately with higher gas and food prices, so are more and more looking for different ways to market.

MobileFKM managing partner Jose Lozano notes that coupons were sent for On the Border restaurants via text message to people who had texted in during a Dallas Mavericks game to try to win tickets
The coupons had a 7.5 percent redemption rate, he says.

“Not only did it promote the restaurant chain, it helped On the Border build a large database” of potential marketing targets, says Lozano.

mazevedo@bizjournals.com • 713-395-9657

M07 Managing Partners Attend the Premier Mobile Marketing Forum of the Year

With over 2.6 billion mobile devices world-wide, mobile is poised to become the most widely utilized media channel in the world! Always on, always available and everywhere - mobile provides the unique ability for a brand to connect with their consumer like never before. The brand can now create a dialogue of engagement with the consumer, whenever and wherever they are.

The Mobile Marketing Forum provides the opportunity for those new to mobile to learn how to engage the mobile channel – and those already engaged in mobile to learn how to deploy more advanced capabilities to enhance existing initiatives. The Mobile Marketing Forum brings together industry leaders and experts from around the globe to share their expertise on how to leverage this hot new media channel. Regardless of your current level of expertise, the MOBILE MARKETING FORUM is the premier event to attend this year.

Each Mobile Marketing Forum highlights the key topics in the mobile marketing industry, presented by industry’s leaders. A sample of questions answered at each of the Mobile Marketing Forum events includes:

• What is mobile marketing? And, how do I start a mobile campaign?
• How do I measure success? What metrics are available to quantify and qualify the success?
• What are the high growth segments and where should I be focusing my ad spend?
• What are the emerging trends? And how will these trends impact my decisions and investments today?
• Is mobile advertising real and what inventories should I be investing my dollars in?
• How does mobile marketing vary globally and what can we learn from the successes in other markets?

The Mobile Marketing Forum is simply a must-attend event.

Wildcat Mobile is here!

Wildcat Golf Club, home course of Houston’s Sports Franchises, is now, home to the latest technology to hit the Houston golf market.

It’s called Wildcat Mobile.

Wildcat Golf Club has always offered a central location, breathtaking views of downtown, and dramatic elevation changes.

And now…Wildcat is offering something no other course is…the latest exclusive promotions, the best pricing, and pro tips….right to your cell phone. You can’t get this anywhere else.

Are you a member of Wildcat mobile?

Simply text the word “Wildcat” to the number 777111 from your cell phone and instantly be a part of the newest club in town. Entry gets you offers from Wildcat Golf Club that wont be featured anywhere else. You can even download Wildcat photos to your cell phone wall paper.

And as an added bonus, text in today and receive 15% off your greens fee rate all summer long. That includes a discount off any coupon you might already have.

The next text message you receive could be good for some free golf, or help you with your swing.

For more information, visit www.wildcatgolfclub.com or call them at 714-413-3400.

Please don't ask: "Is this the year of mobile?"

NEW YORK – Informative and educational: That was the feedback from some executives attending the first day of the Mobile Marketing Association’s Mobile Marketing Forum.

The day's content included an informative keynote, an in-depth analysis on an integrated adidas campaign, AKQA case studies and a panel dedicated to teaching attendees the importance of mobile analytics started the event off. Here's what forum attendees thought of the show so far. Here goes:

“[The show so far] is very informative,” said Scott Forrest, managing partner at Mobile FKM. “My feeling is that the industry is so fragmented it could be overwhelming. You really need to sit across from these guys to understand what they are saying. So it’s really helpful.”

Mr. Forrest wasn’t the only one who found the sessions informative.

“The sessions are very educational and give a great overview of the industry,” said Diane Walter, senior manager of email marketing at American Eagle Outfitters. “I am hoping to gain knowledge and contacts so I can take our mobile marketing to the next level.”

The sessions at the show gave marketers an insight into industry trends.

“As a company owner, I’m hoping to figure out all the current trends,” said Aftab Choudrie, principal at EBR Systems LLC.

And then, of course, there were some delegates who just can't bear to hear that old question popped. Take Steen Andersson, vice president of marketing, and Meredith Kepron, senior account manager, both at mobile marketing services firm 5th Finger.

"Everybody's asking that question, 'Is this the year of mobile?'" Mr. Andersson said. "My response is that it's a bloody stupid question to ask. But Meredith's response is it's the decade of mobile.

"Just like the Internet - which year was the year of the Internet?" he said. "Well, there were 10 such years of growth of the Internet."

Pressing the case
The forum also held a special press event during lunchtime featuring Gene Keenan, vice president of mobile strategies of Isobar; Tom Daly, group manager of strategy and planning at Coca-Cola Co.; Federico Pisani Massamomile, CEO of Hanzo; and MMA president Laura Marriot. All gave their outlook on mobile.

Ms. Marriot stressed the importance of the MMA's recently published Global Mobile Advertising guidelines. She said that the purpose of the guidelines was to keep the mobile industry self-regulated.

Mr. Massamomile talked about mobile in terms of driving awareness and increasing sales and traffic.

Also, Mr. Daly emphasized content's role.

“Premium mobile content is what is going to drive traffic, awareness and sales,” Mr. Daly said. “We have to be aligned on what type of an experience we [the industry] want to provide to consumers."

Editorial assistant Gabrielle Kalika reported

Associate Editor Giselle Abramovich covers ad networks, advertising, content, email, media, messaging, legal/privacy, search, social networks, television and video. Reach her at giselle@mobilemarketer.com.

Mobile and Merlot

Max's Wine Dive is famous for creative pairings: haute dogs and shiraz, Kobe burgers and cabernet, fried chicken and champagne. Not one to rest on his laurels, Max is now pairing mobile with his merlot. And it's getting attention.

The hip Houston-based eatery has launched Max's Underground, a mobile club that connects members via their cell phones. For members of Max's Underground, the buzzing of their phone in their pocket is usually an invitiation to an exclusive experience of wine, food and art. A recent art exhibit, only for Max's Underground members, is just one example.

Membership is driven in the restaurant by discrete signage and by the servers. The program has garnered attention from the city's entertainment press, too.

Golf on the Go

Wildcat Golf Club is connecting with golfers on the go via their mobile phones. The high-profile Houston course has posted a preview on its web site and plans to unveil the full version of Wildcat Mobile next month.

This latest Mo7 creation will bring golfers closer than ever before to the game, and course, they love. Look here for more details when the program launches.