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eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push


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eMarketer Webinar: Mobile Messaging Trends—Tapping into SMS, Mobile Email and Push

  1. 1. ©2013 eMarketer Inc. Catherine Boyle Senior Analyst Sponsored by: A U G U S T 8, 2 0 1 3 Mobile Messaging Trends— Tapping into SMS, Mobile Email and Push Notifications
  2. 2. ©2013 eMarketer Inc. Ground we’ll cover today: Consumer use of mobile messaging channels Messaging types used by marketers Effectiveness of mobile messaging campaigns How multiple mobile messaging channels are being used together to achieve brand objectives Twitter – #eMwebinar
  3. 3. ©2013 eMarketer Inc. SMS: A 160-character text message sent via Short Message Service MMS: Recorded audio, a still image or a short video sent via Multimedia Messaging Service Mobile Email: A email message sent or received through a mobile device IM/Chat: An instant message sent via a native app Push Notifications: A message sent from a native app to the home screen or lock screen on a mobile device Twitter – #eMwebinar A quick review of definitions
  4. 4. ©2013 eMarketer Inc. Twitter – #eMwebinar A consumer with a smartphone or tablet holds multiple channels in one hand Chat MMS Email Push SMS
  5. 5. ©2013 eMarketer Inc. Consumer use of mobile messaging channels
  6. 6. ©2013 eMarketer Inc. Exchanging messages is a reflexive behavior among most mobile users
  7. 7. ©2013 eMarketer Inc. Nearly a third of mobile users worldwide checked text messages first thing every morning; a quarter checked email
  8. 8. ©2013 eMarketer Inc. The number of mobile messages sent worldwide will nearly double between 2012 and 2017 This is due primarily to the increased use of over-the-top (OTT) messaging apps
  9. 9. ©2013 eMarketer Inc. While texts are still popular, US SMS volume declined for the first time in 2012 MMS volume grew 40% year over year in 2012 Consumers’ channel preferences are changing as smart device adoption increases
  10. 10. ©2013 eMarketer Inc. Internet users’ propensity to take and send pictures with their mobile phone is one factor driving up usage of MMS in the US Twitter – #eMwebinar
  11. 11. ©2013 eMarketer Inc. As for email, more consumers check email via mobile than via desktop or webmail
  12. 12. ©2013 eMarketer Inc. IM/chat apps are growing more popular, but use is relatively low (8% of US adults) Android users are more likely to have the apps, but iOS users access them more
  13. 13. ©2013 eMarketer Inc. No single IM/chat app has yet to win over a significant number of US iPhone users
  14. 14. ©2013 eMarketer Inc. Marketing via mobile messaging channels
  15. 15. ©2013 eMarketer Inc. Mobile email is more widely used by marketers compared to SMS/MMS and push notifications
  16. 16. ©2013 eMarketer Inc. Email marketing campaigns in the US are nearing a mobile tipping point: 41% of marketing email opens in H2 2012 were via a mobile device
  17. 17. ©2013 eMarketer Inc. Still, many marketers are not optimizing email messages for mobile viewing
  18. 18. ©2013 eMarketer Inc. In turn, metrics for mobile email have been lower than desktop norms Twitter – #eMwebinar
  19. 19. ©2013 eMarketer Inc. Testing a mobile-optimized email template pays off for Deckers Results: 9% increase in mobile opens 10% increase in clickthrough rates Deckers tested a new email template for its Tsubo brand of shoes. The template used responsive design techniques. Photo and data source : Litmus, “Responsive Email Testing Yields 10% Higher Click Rate for Deckers,” March 2013
  20. 20. ©2013 eMarketer Inc. SMS and MMS
  21. 21. ©2013 eMarketer Inc. When it comes to SMS, marketers cite ‘immediacy’ as the channel’s top benefit
  22. 22. ©2013 eMarketer Inc. A key to gauging the effectiveness of SMS and MMS lies in the call to action used Embedding URLs in SMS/MMS messages allows marketers to more accurately monitor response rates. Without embedded URLs, marketers typically turn to more costly response tactics, such as voice calls or coupon redemption, to measure success. To drive visits to a physical location, a call to action that is relevant to the recipients’ current location is effective. Aggregated results from location-based text programs managed by Placecast between 2009 and 2012 showed, on average, 73% of participants visited a retail location after receiving a location-aware text message, and 61% made a purchase. Twitter – #eMwebinar
  23. 23. ©2013 eMarketer Inc. Starbucks’ SMS/MMS campaign included an embedded URL to track results Photo credit: Zach Zimmerman, ePrize.com Starbucks used SMS and MMS to quickly engage customers who had previously opted in to receive promotions via SMS Engagement: A trivia question with prize opportunity sent via SMS triggered response. Device/OS Detection: Responses allowed Starbucks to detect the device type and operating system. Call To Action: An MMS tailored to the device and OS was sent with a happy-hour invite and embedded URL to measure engagement.
  24. 24. ©2013 eMarketer Inc. A location-based SMS program increases foot traffic and sales for Kiehl’s Kiehl’s Alerts are geotargeted texts sent on an opt-in basis to customers within close proximity of a Kiehl’s store Results of six-month pilot program: 62% of recipients visited a Kiehl’s retail store 75% of recipients made a purchase
  25. 25. ©2013 eMarketer Inc. Other metrics come into play when measuring the effectiveness of SMS/MMS “Basic marketing measurement metrics such as ROI [return on investment] are important, but there are ancillary objectives that are also vitally important. For example, it might be a strategic priority to build an opted-in database if a brand does not already have one, in which case the pure marketing ROI becomes secondary to the strategic criteria.” —Michael Levinsohn, executive chairman, CEO and founder of Archer
  26. 26. ©2013 eMarketer Inc. Push Notifications
  27. 27. ©2013 eMarketer Inc. Push notifications have a positive effect on app retention
  28. 28. ©2013 eMarketer Inc. shopkick users are highly responsive to push notifications Aggregated Results: Push open rate ranges between 60% and 70% On the day a push notification is sent, shopkick typically sees a 100% increase in app launches Shopkick uses push notifications to share important news with its user base and to alert shoppers when they are within the vicinity of a retail store where they can earn “kicks” (reward points). Twitter – #eMwebinar
  29. 29. ©2013 eMarketer Inc. Marketers also use push to deliver time- sensitive news and mobile-specific offers “We can notify our customers right away if there’s a delay or any change to a flight.” —Maryssa Miller, director of digital commerce at JetBlue Airways “Push notifications are a great tool for us to deliver messages that are specific to our mobile-only clients, such as highlighting a Sephora iPhone case offer.” —Bridget Dolan,vice president of interactive at Sephora
  30. 30. ©2013 eMarketer Inc. Pacing push notifications is more an art than a science—but is very important “Push notifications are our most effective mobile-specific messaging strategy, but it’s extremely important to use discretion. … There is such a thing as oversaturation, so we try to keep our push notifications contextually relevant and timely.” —Gabriella Buerman, mobile marketing manager at Rue La La “You want to push enough that the customer remembers you exist and sees value in the pushes when you send them. The frequency is based on the nature of the value proposition you’re bringing to the consumer.” —Josh Schiffman, senior vice president of strategy and operations at Xtify
  31. 31. ©2013 eMarketer Inc. Are brands rolling it all together? SMS MMS Email Push
  32. 32. ©2013 eMarketer Inc. Brands are finding powerful cross-channel synergies exist with mobile messaging Cosmetics retailer Sephora has found push notifications sent to its app users effectively reinforce messages sent previously via email. For CVS, email is an effective channel for reminding customers that the refill date on a prescription is approaching, and texts let the brand alert people immediately when a refill is ready for pickup. And while some industry experts argue push notifications will be the death of SMS, flash-sales site Rue La La uses both channels to achieve different objectives—push notifications to drive immediate sales and SMS to acquire new customers.
  33. 33. ©2013 eMarketer Inc. But, best practices for mobile messaging are mostly channel-specific “The mix [of channels] is going to be dependent on the specific brand and the relationship that brand has with the consumer. … What marketers need to learn is how to avoid being interruptive, and instead influence by adding value and utility [across channels].” The opportunity for success lies in enabling customers to tailor messages to their preferences and building a one-to-one, brand-to-consumer messaging plan. —Michael Becker, managing director, North America, for the Mobile Marketing Association (MMA)
  34. 34. ©2013 eMarketer Inc. Five Takeaways: 1. Consumer reliance on mobile messaging services is escalating and channel preferences are evolving as technology improves. 2. SMS messages comprise the largest share of messages sent worldwide, and this is not likely to change over the next three years. 3. Yet, the growth of mobile messaging is fueled primarily by the growth of over-the-top IM/chat apps. Twitter – #eMwebinar
  35. 35. ©2013 eMarketer Inc. Five Takeaways: 4. Marketers rely most heavily on mobile email but SMS/MMS and, increasingly, push notifications are used to generate immediate action. 5. Through experimentation, marketers are creating synergies between channels. Twitter – #eMwebinar
  37. 37. The Connected Consumer Single Point of Interaction ERP CRM Consumer A Consumer A
  38. 38. Mobile Super Bowl Host Committee Goals • Provide Super Bowl guests with information for restaurants, parking, etc. • Enable SMS as an additional channel for emergency situations Solution • Marketing materials encouraged Super Bowl attendees to opt-in to Host Committee SMS communications • Subscribers received daily, real-time updates on parking, transportation, weather, entertainment, special events, and more Results • 2,500+ subscribers • 130,000+ scheduled alerts delivered • 6,000+ real-time updates delivered in response to mobile request
  39. 39. Goals • Reduce customer service center costs • Provide passengers with immediate access to arrival times Solution • Passengers could retrieve scheduled arrival times for a designated bus stop via SMS • Supported by printed ads/promotional materials Results • Cost-effective alternative to customer service center (SMS costs @ $0.10/msg vs. $2/call) • Decrease in number of customer service calls by 40% Orange County Transportation Authority Mobile
  40. 40. • Visit www.ExactTarget.com/mobile • Download Mobile specific content • See industry events ExactTarget is sponsoring • Request a demo • Contact us with questions or comments 866.362.4538 Mobile
  41. 41. ©2013 eMarketer Inc. Q&A Session Mobile Messaging Trends— Tapping into SMS, Mobile Email and Push Sponsored by: ExactTarget You will receive an email tomorrow with a link to view the deck and webinar recording. Catherine Boyle Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Mobile Messaging Trends: Tapping into SMS, Mobile Email and Push Notifications Worldwide Mobile Phone Users: 2013 Forecast and Comparative Estimates Email Benchmarks: Key Metrics and Trends for 2013 Key Digital Trends for Midyear 2013: The Fragmentation of Mobile Responsive Design: A Solution for Publishers, a Question for Advertisers To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com