M3 Mobile Marketing e-Newsletter

September 2009

Trackable Results to Drive Your Mobile Marketing Campaign: 

M3 Mobile Marketing’s Campaign Optimization and Reporting Engine – COREtxt

By Chrissy Sirianni

In the world of mobile marketing and commerce, businesses want to see results, and they want to see them fast. The way to get those results is through instantaneous tracking. Knowing just how important this element is in gauging a campaign’s success, M3 Mobile Marketing set out to create a multi-faceted platform that would encompass all tracking and reporting capabilities with the additional benefit of customizable features. This mobile content management web interface tool is known as “COREtxt.” 

COREtxt, an acronym for Campaign Optimization Reporting Engine, was designed with one goal in mind – to empower M3 Mobile’s small, medium and national market share by allowing them to set up their own mobile marketing campaigns and to view all reports in real-time. With this much power at their disposal, clients can directly leverage their campaign results to make further decisions about their campaigns and ultimately increase profitable revenue.

This robust reporting system provides clients with immediate access to all current and past campaigns with the ability to pull specific reports based on their company’s exact needs. Whether a client is looking to promote events, raise brand awareness, generate store traffic or drive revenue, COREtxt will afford the tracking needed to achieve those goals. For example, COREtxt is able to provide reports based on the following features:  opt-ins per date range, campaign, region, method; competitor polling; gender polling; age range; and other reports consistent with mobile data capture.

Although COREtxt is an easy to manage tool, mobile campaigns for large national accounts may require more time and attention. For larger accounts, M3 Mobile assigns Account Managers and Mobile Strategists who provide marketing support throughout each individual campaign. M3 Mobile’s Account Managers deliver tracking results, reports and mobile marketing guidance, while focusing on the client’s overall goals.    

“COREtxt is just one example of how we are constantly enhancing our technology in order to give our clients the best-of-breed mobile tracking, reporting and analytical tools,” said Gary Ackerman, President of M3 Mobile. “We look forward to having each client challenge us on ways to further develop COREtxt’s customized features and capabilities.”

 

 

Choosing the Right Mobile Platform

 

By Chrissy Sirianni

 

Once you’ve decided that mobile marketing is right for your brand, the next step is to choose a company who 1) of course, has your brand’s best interests in mind and 2) provides a robust, yet easy to facilitate mobile platform. Oddly enough, the latter may be the more substantial requirement.

Bottom line – your mobile program is at the mercy of its creator, which happens to be its platform.   

From a technological perspective, your mobile content management tool has to be both powerful enough to accommodate your mobile opt-in database and efficient enough to broadcast to that database in a timely manner. Building an opt-in database is an ongoing process, but throughout that process, you want to continuously communicate with your subscribers in an effort to maintain that unique one-on-one relationship that few forms of marketing allow. In order to provide a positive consumer experience, you have to give them what they want, when they want it. This means being able to send automatic opt-in response messages and special alert messages within minutes.  

From a marketing perspective, you need a system that is multi-faceted with strong tracking, reporting and segmenting capabilities. Having the ability to target specific individuals within your database is necessary in order to achieve optimal results. And your mobile program is only as good as your analysis of those results from previous campaigns. With the right tools, you’ll be granted access to such vital information.

It’s also recommended that you explore potential mobile platforms that are user-friendly. While you want a robust system, you also want something that is easy to learn and manage on all levels. It works to your advantage to find a tool that allows multiple users to operate the system; each assigned their own security settings. Although this feature proves to be extremely useful to clients with multiple locations, it can also be utilized by smaller clients who simply want more than one person managing a particular campaign.   

Knowing how important a solid platform is for the launch and enduring performance of your mobile program, it’s best to do your homework now and select a company who can meet both your technological and marketing needs. 

 

 

SMS Marketing 101 - Database Segmentation

 

By Richard

http://tinyurl.com/SMS101

Competition for attention in today’s SMS marketing world is increasing all the time. To increase the relevancy, deliver more value in Bulk SMS campaigns and, in turn, deliver more sales. Now is the perfect time to do some database segmentation.

By segmenting your database and talking to people in a more relevant way, you can often see the response rates to your SMS campaigns increase by a factor of three or four times.

8 ideas of “what” to segment your list by:

1. Prospects that have become clients.
   Once a list member has bought from you, you should move them to a ‘client’ list. They are now more valuable and should be spoken to in a different manner to prospects.
2. Product lines purchased.
   If you have distinct product lines, then it makes sense to speak to customers about the product lines in which they have expressed an interest, or bought from in other words.
3. Average revenue earned.
   Split customers into ‘average spend’ categories as this will help you to talk to them in a price range they have demonstrated they are happy with, which increases your chance of selling to them again.
4. Major clients.
   VIP clients should be in a special category. Give them better attention, exclusive offers or information.
5. Purchase lifecycle.
   Is there a pattern to repeat purchase or an obvious trigger? For example, if you sold service items for cars, then it would make sense that the purchase would probably be every year just prior to their next service/MOT and whatever offers you have throughout the rest of the year and probably not of interest to those clients until their next service/MOT date. Not only does this make the likely response rate to campaigns but it saves you money and removes the risk of annoying the customer that they ‘just don’t need’ service items half way through the year.
6. Demographics.
   Demographics might include age, race, gender, education levels, occupation, location of residence, marital status, number of children, income or other socio-economic factors, etc.
7. Sales create sales.
   Create a sequence of communication to existing customers. Your goal being to praise their wise decision to purchase from you in the first place and then to ‘be there’ for them when they’re ready for their next purchase decision.
8. Geography.
   Your product or service might operate very differently in different areas of the country or you may have different promotions in different sales area. You might simply be able to point customers to different stores by knowing their location.

 

About Us

M3 Mobile is the experienced provider of advanced mobile marketing, technology, products and strategies. Whether clients are looking for a full-service, self-service or collaborative relationship, we have the mobile solutions to meet their needs.

Here’s what M3 Mobile offers to assist brands and national accounts in an effort to accomplish outstanding ROI with their mobile marketing programs.

• Advanced, yet easy to use, web tools for reporting, message broadcasting, segmentation, and analysis – COREtxt is our industry-leading mobile platform interface
• Dependable and proactive account managers
• Broadcast experts, strong carrier relationships, and a unique technology team that ensures all messages and mobile impressions are properly responded to recordedd
• Expert advisors on mobile integration into marketing strategies
• Integration of data feeds from multiple sources with the ability to analyze that data and make it actionable

 

M3 Mobile Team

In today’s battle of consumer mindshare, mobile will become the natural leader for one-to-one communication. Our team of experts will continue to improve our technologies, strategies and support of our clients to maintain our position of mobile marketing leader. Without these experts, we would just be a run-of-the-mill SMS broadcaster or mobile website developer. With them, we go beyond the expected and lead the way as one of the most advanced and client supportive mobile providers today.

Our Mobile Solutions and Capabilities

M3 Mobile clients find infinite value in the broad range of services, custom solutions and capabilities that we offer. Service offerings include campaign management (for full-service and collaborative relationships), SMS broadcasting, mobile web development, strategy, analytics, technology services, creative, carrier relationships, and account management. Our custom solutions have included intricate segmentation, development of custom reports and specialized conversion and mobile web tracking.

 

How Best to Track Mobile Sites and Marketing Campaigns

By Andy Bovingdon

http://tinyurl.com/mlnuwj

Mobile web analytics is all about the quality and accuracy of the information – being able to make the best decisions based on your unique visitors and their interactions with your mobile website and mobile marketing campaigns. It is important to use the right tools in the right places to collect the best visitor information in each circumstance. Some mobile marketing companies provide a range of data collection technologies to ensure the best quality of information can always be collected. To further improve this, companies are introducing a new data capture technology – Page Tracking. This sits alongside and complements their existing Campaign Tracking technology – which is already being used to measure the success of many mobile marketing campaigns.

It is important to use both Page Tracking and Campaign Tracking to get the best picture of your visitors and their actions.

Page Tracking identifies and records each unique visitor that navigates your site. All you need to do is add a very simple line of HTML code to each page you wish to track, especially landing pages, home pages and goals, such as download pages and forms. Page tracking records page views using a familiar image tag technology that has been enhanced with unique user identification capabilities.

Campaign Tracking gives you the most accurate record of consumers interacting with your banner ads, search terms and other mobile marketing campaigns. You simply register your landing page and we give you tracking URLs to use in your campaign. Campaign tracking uses URL redirection, the same approach used by many ad-tracking companies. It uses the same visitor fingerprinting algorithm to identify unique visitors and can additionally pass back the user identification, country, operator and handset to your landing page, allowing the site to be personalized for each unique visitor.

Where Page Tracking shows visitors that have viewed a page, Campaign Tracking records an individual’s decision to click on a link you control – ahead of a page being displayed. Combining both mechanisms gives you the ability to compare clicks from your ads with people separately browsing to the same landing page. Interestingly, our tracking links can be used to monitor people clicking links to leaving your site, navigating to any third party site you don’t own – this could be partner sites, forums and blogs.