Tag Archives: SMS

Mobile Solutions Consumers Use

In yesterday’s post, we showed information concerning how many consumers had seen mobile ads and the purchase affect they had.  Today, we’ll look at the types of ads consumers are most likely to react to.  Knowing what solutions elicited the most response can help you create winning campaigns.

• Seven in 10 mobile consumers who have looked at mobile ads, have engaged with or viewed mobile banners

• Over 40% have seen SMS/Text ads or an ad within a mobile game or app

• Nearly 40% saw a mobile video ad

• Over 30% have received a mobile email that contained an ad

What Does This Mean To You?

In yesterday’s post, we pointed out how important targeting is to the success of mobile campaigns.  One of the other components you need to keep in mind is visibility.  While today’s smart phones offer screens that are much larger than the feature phones of old and tablets deliver an even larger display, you need to make sure your message stands out.  Be sure to have any company you plan on making a mobile advertising investment in show you a mock up of the what a screen might look like with your ad.
Is the screen cluttered?
Are other ad positions drawing attention from your ad?
Can you get page exclusivity?
What rich media aspects are available to help the visibility of your message?
Mobile ads will drive sales, but only if they stand out and are seen by your best prospects.  For more information on effective mobile solutions, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: HipCricket 2012


What Mobile Content Do Consumers Access?

Mobile is a rapid changing environment.  It seems like on a daily basis that there are new devices available for consumers to purchase, apps for them to use and functionality for them to employ.  Staying up on how consumers are using mobile devices is essential to the success of your mobile strategy.  A new study is out the looks into the types of mobile content that smart phone users are engaging in at least once a day.

• Nearly six in 10 mobile users access the mobile web or their email from smart phones

• Nearly half engage with social networks or get weather information

• Approximately 45% either listen to music or play games

• Nearly 40% download and use apps

• Over 35% send instant messages

• Roughly 30% watch video or get local news

What Does This Mean To You?

Smart phone owners are usually never more than arms length from their device and that the only time they are not aware of their smart phone is when they are sleeping.  There are few devices, other than medically necessary ones, that have that level of interaction.  It’s this dependence that makes them so important to your business.
In Metro Orlando, the top types of content accessed by mobile users are:

• SMS Text/Instant messaging

• Email

• Maps/GPS

• News/Weather/Traffic

• Social networking

All of these types of content can be monetized and be a revenue stream for your business.  The first step is integrating mobile into your overall marketing strategy.  Mobile should work in concert with your other tactics to deliver the results you need to be successful.  For more information on developing a winning strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Texting Teens

Before Men in Black, before Independence Day, Before Fresh Prince of Bel-Air, Will Smith had a hit single called “Parent’s Just Don’t Understand” (Bell Bottom Brady Bunch Trousers!).  Parents not getting their kids is nothing new and will probably continue as long as there are parents and teens.  While most parents today think kids communicate exclusively through electronic means, a new study shows something slightly different.

• Nearly half of all teens said they prefer to communicate with friends face to face

• One-third said texting was their favorite form of interaction

• Less than 10% indicated that they preferred to talk with friends through
social media

• Less than 5% said talk the phone was their top form of communication

• Online gaming, video chat, instant messaging, email and twitter all had low response rates

What Does This Mean To You

Teens may not be a group your business is currently targeting, but it’s important to know that they influence many decisions and they are going to be a powerful consumer group in the near future.  Teens are text oriented.  Not only does this mean that mobile in general and permission-based SMS campaigns are a great way to connect with them, it means you need to alter your communication style to keep teens interested.   I’m not suggesting that companies change to speaking in acronyms and initialisms, but shorter, more direct messaging.  Text messages max out at 160 characters, so keep your messaging concise and to the point.  Because teens are very savvy with text messaging, you want to make sure that your offer holds real value.  They may be getting many different offers already, so make sure yours stands out.  For more information on monetizing permission-based SMS campaigns, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; Common Sense Media; Knowledge Networks

Smart Phone Engagement While Shopping

Consumers use their smart phones for a variety of reasons while shopping.  Their consumer activity ranges from checking prices to checking reviews.  While many retailers have become very vary of the practice of “showrooming”, there is new research available that shows that smart phones may help convert shoppers into making in-store purchases.

• Over 60% of smart phone owners reported using their devices while shopping, over half used them for shopping related activities while on the way to the store

• Nearly half of shoppers said that their smart phones influenced them to make an in-store purchase

• Smart phone owners are 14% more likely to convert to an in-store purchase than those who do not own a smart phone

• Shoppers who use a retailer’s mobile app were 21% more likely to convert to an in-store purchase

• Consumers who were most influenced by their mobile devices were 14 to
34 years old – 55% of them  said that smart phones influenced their
purchase decisions

What Does This Mean To You

While “Showrooming” can definitely impact your business, how your organization utilizes mobile technology may have a bigger impact.  By fully embracing the functionality of smart phones and realizing how much consumers rely on them – you can utilize mobile technology to your advantage.
Apps, QR codes, mobile coupons and permission-based SMS campaigns can keep shoppers in your locations and deliver great results.  You also need to make sure your business is mobile-ly optimized.  This means everything from having a mobile site to offering in-store wifi to training your staff on the mobile offerings your businesses has.  For more information on how you can get the most out of mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Deloitte Consulting

SMS Delivers A Great Response Rate

Texting isn’t just for kids. Over half of adults in the U.S. use mobile devices to text. New research has been reported that shows how large the text audience is and how effective it can be to drive sales results to your business.

• SMS messaging produces engagement rates six to eight times higher than email when it comes to data collection, offer redemption and brand awareness

• Mobile programs, such as text, produce a conversion rate of 23%

• Mobile databases currently make up 2 to 10% of retailers current email databases

• Nationally, over seven in 10 adults age 18-34 send or receive texts

• Texters are also more likely to work in White-Collar occupations, have children in their household and are home owners

What Does This Mean To You

Adults who text are a valuable audience for your business. Permission based SMS campaigns give you the ability to connect with consumers on virtually a one on one level. Why do they deliver such high engagement rates? It’s all about targeting and permission. They have signed up to get offers from businesses and offers can be tailored to specific shoppers needs through CRM efforts. The local audience for texters is quite robust, well over sixty percent of Metro Orlando adults send or receive texts.

Texters in Metro Orlando are more likely than the market to:

• Have taken a domestic of foreign flight in the past 12 months

• Buy a vehicle in the next year

• Buy furniture in the next year

For more information on how you can develop a winning permission based SMS campaign and drive more traffic to your location, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Cellit; The 2011 Scarborough Multi-Market Report, Release 1; The 2012 Scarborough Report, Release 1

In-Store Mobile Shopping Activities

One of the things that mobile has had the biggest affect on is the in-store shopping experience.   There is a recent study that looks at not just what mobile activities consumers engage in while shopping but the differences between female and male shoppers.

•  Took Picture of a Product:
24% of female smart phone owners
20% of male smart phone owners

•  Texted or Called Friends/Family About
a Product:
22% of females
19% of males

•  Scanned a Product Barcode:
16% of females
20% of males

•  Sent Picture to Friends/Family:
20% of females
15% of males

•  Found Store Location:
12% of females
13% of males

•  Compared Product Prices:
10% of females
14% of males

•  Found Coupons or Deals:
11% of females
8% of males

•  Researched Product Features:
7% of females
11% of males

What Does This Mean To You?

The functionality of smart phones has made them nearly invaluable in our everyday lives.  One of the things this research points out is that shoppers are doing their homework while shopping in stores.
What has your company done to influence these mobile in-store shoppers?  While just one in five males and one in seven females have scanned a bar code, QR or 2D codes are a great way for you to keep them engaged with you instead
of possibly visiting your competitions site.  You can not only have coupons
and deals, but price comparisons and product information linked to a QR
code as well.  Just make sure your employees can assist customers who maybe having trouble accessing codes.  Also have call to action signage explaining
what they will get for scanning a code.  Another way to connect with mobile shoppers are permission based SMS campaigns.  Promote it in-store and offer
an instant discount for signing up.  For more information on mobile strategies that can lead to big results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: comScore

Top Smart Phone Functions

Remember when phones, even standard cell phones, were mainly for making calls? Today’s smart phones are so much more than just a phone, they are complete communication solutions.  The ways in which smart phone owners utilize the functions of their devices give businesses more ways to connect and engage with them.  A new study shows that several smart phone functions continue to see usage growths even in just the last few months.

•  In Q1 2012, three-quarters of smart phone owners sent a text message.  Up from 72% in Q4 2011

•  Nearly have of smart phone owners used a downloaded app – up 10% in since Q4 2011

•  49% used a browser – another function that had double digit usage growth in just three months

•  36% accessed a social network from their smart phone.  In the 4th quarter of 2011, less than a third of smart phone owners’ mobile-ly visited a social network

What Does This Mean To You?

All of these smart phone functions can have a bearing on your business.  Consumers are comfortable with text messaging, developing a permission based text messaging campaign could benefit your business greatly. The key is that it must be permission based and you have to develop offers that your customers want and will share with friends.  Text spamming might be even more annoying than email spam, especially if the receiver has to pay on a per text basis.  In-app ads are very effective and are a great way for your organization to forge relationship with consumer and have extended periods of
engagement.  Because so many consumers search on their smart phones, having a mobile site is necessity.  Consumers become frustrated trying to navigate standard sites on a mobile device.  The last thing you want to do is frustrate a potential shopper.  As consumers begin to access social networks on their smart phones, reputation management and response becomes more important.  If a consumer has a bad experience, they can now tell everyone they know about it almost instantly.  If reputation management and social response are not part of your marketing strategy, you should look into it.  How you respond and remediate negative information is very important.  Things like bad reviews and customer complaints affect where people shop. For more information on mobile strategies that will win customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: comScore