Transcript How Data Flows from a Common Short Code

Taking the mystery out of mobile
codes: Implementing ShortCodes
and Barcodes into your traditional
marketing.
Matthew Valleskey
Director of Marketing, Mobile Services,
Neustar
Mobile is Now a Critical Component in the
Advertising/Marketing Mix
• Mobile enables
customer
interaction with an
active experience
• Mobile can tie
together
advertising
initiatives … on the
consumer’s terms
How Brands/Agencies/Advertisers Benefits
As Mobile Channel Evolves, Advertisers Use Personalization Power To Drive Customer Loyalties
Mobile has the potential to
improve advertiser reach & ROI
with targeted and personalized
campaigns, reducing time
between customer “awareness”
and “sale”
Value of Targeted Media to Advertisers
Mobile
Internet
Loyalty
Action
TV
Desire
Ease of address book/community tie ins
promote viral return for brand
Ease of payment and POS tie ins for
Prospect to takes action on the offer
Enhance desire by tuned content, more
qualified offer with Metadata
Radio
Interest
Increase interest with user simplicity,
immediacy & ease
Print
Awareness
Grab attention with greater context/relevancy
Evolution of Media & Marketing Value Chain
Integrating Mobile Into Traditional Media:
Make all Your Media Interactive
Mobile devices do more make calls
• Text messaging
●Take pictures
• Store content
●Web browsing
• Email, IM/Chat
●mcommerce
• Applications
Challenges:
• Screens are smaller, resolution works differently on different models
• Different models are not consistent in features supported, many different OSs
• Data connections are required for many uses – bandwidth and cost an issue
• Battery: consumption becoming larger user issue, esp. with certain apps that
are always “on”
Benefits:
• Interactive
• Send and receive messages- develop a two way conversation
• Viral; exchange pictures, emails, videos, music, content & applications
• Always on
• Easily shared
• Potential to be the most relevant, targeted and engaging medium
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Defining Your Mobile Strategy:
How and where does mobile fit into your plan?
• What are your goals
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Brand awareness
Generate leads
New customers
Generate revenue
Build and enhance loyalty
Customer service
Create buzz
Viral marketing
• Campaign length
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Seasonal
One off
Ongoing
• Make sure you allow enough time to develop, integrate with offline and
implement
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Campaign/program development
Application development
Short Code provisioning
Certification, Testing and on-boarding
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Messaging & Common Short Codes:
• Most Ubiquitous Communication Technology to Date
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U.S. Monthly SMS messages: 187.7B
U.S. Annual SMS messages: 2.1T
U.S. Daily SMS messages: Nearly 6B
SMS Penetration is double that of Mobile internet (WAP)
• Enables Unbiased Subscriber Participation
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No Smartphone, No Internet Access…No Problem!
Nearly 100% of cell phones in the US are SMS capable
An estimated 95% of existing mobile contracts have an SMS component (or
unlimited)
• Significant, Versatile, and Pervasive
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83% of SMS are opened & read within first hour, nearly 98% within a few
hours
Effectively deliver messages, WAP links, rich media, coupons, etc.
Consumers text more than talk, averaging 600 SMS per month!
» Compared to less than 200 voice minutes (calls) monthly average
Many types of campaigns: SMS, MMS
Content Downloads
Games
mCommerce
Enterprise Applications
Alerts
Information/Search
Polls, Contests
Coupons
Loyalty/Rewards
Chat
In-Venue
Interactive Television
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Messaging: Most Ubiquitous & Consistently Available
Benefits:
• Broad device capability – nearly 100% of mobile devices are SMS enabled.
• High attention level – users rarely delete messages without opening and reading
• Push SMS offers contextual targeting based on content subscribed.
• Message resides on the phone and is available immediately (no wait to load).
• Allows marketer to reach opted-in audiences wherever they are.
• Interactive capabilities can engage users
• Parallel to direct mail / marketing
• Media rich through embedded links and MMS
Challenges:
• Reach limited to opt-ins
• Non-graphical text format. Multi-media messaging capability has less penetration, but is growing.
• Multiple messaging “in boxes” for app messaging/IM solutions, some starting to offer “integrated in box”
Pre-requisites:
• Short code (e.g. PIZZA/74992) or In-App messaging push
• Aggregator to handle delivery across networks; App Provider to handle customizing across OSs
• Follow MMA and Carrier Guidelines (mobile agency, application provider)
• Mechanism for user acquisition (ad network, tv, radio, print, outdoor, email, etc.)
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How Data Flows from a Common Short Code
www.usshortcodes.com
(c) 2008 NeuStar, Inc. Confidential and Proprietary
Securing Desired Common Short Code
1)
SEARCH Available Codes:
www.USshortcodes.com
 VANITY (5 – 6 digit)
 RANDOM (5 Digit)
2)
BROWSE VANITY CSCs
 Easy to Remember
 Cool Words
3)
CREATE CSCA Account
 Reserve CSCs for 60 days
FREE of charge
 Update/Manage Applications
© Neustar Inc. / Proprietary and Confidential
CSC Case Study: Kaiser Permanente
Campaign: SMS Appointment Reminders (Pilot)
In support of Brand recognition/awareness, Kaiser secured
the Vanity Common Short Code [KAISER] or [524737]
Program Objectives:
• Decrease appointment ‘No Shows’ (estimated cost $150 per)
• Implement cost effective, efficient, Green solution (paperless)
• Optimize operational activity within clinic
Results:
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The Pilot program ran for 1 month and transmitted a total of 32,864 text messages
Success rate of 95.65% and experienced less than a 2% subscriber opt-out
Appointment “no shows” dropped 73%, realizing $275,000 savings at a single clinic
Based on the results of the pilot, Kaiser is expanding the program nationally and will support it
with branding, sales/marketing initiative as well as a more complex opt-in and opt-out policy
A survey conducted by the Consumer Health Information Corporation (CHIC) revealed that 41% of
respondents cited SMS as the preferred method of notification with respect to reminders about performing
a health related task. Only 1.3% said they wanted to receive a phone call as a reminder.
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© Neustar Inc. / Proprietary and Confidential
What is a Mobile Barcode?
• 1-D barcodes are machine
readable codes that hold little
data
• 2-D barcodes hold enough data
to create fun and exciting mobile
marketing opportunities
English Alphabet in
QR Code
English Alphabet in
Datamatrix Code
• Mobile Barcodes are printed or digitally
rendered symbols that link consumers with
interactive mobile content
• They transform traditional print mediums into
mobile digital media – a powerful new media
form where print, mobile and web converge
• Reach
» Ubiquity across the broad base of mobile
subscribers
» Bridges offline and online media
• Targeting messages and content
» One to One, on demand interaction
» Scan location and time
» Knowledge of media placement
• Measurement
» Ongoing measurement of results
» Continuous refinement
© Neustar Inc. / Proprietary and Confidential
Barcodes are being used everywhere!
© Neustar Inc. / Proprietary and Confidential
Mobile Barcode Technology & Advertising
Consumer Perspective
Barcode Transaction Process
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1.
Business creates & publishes barcode
2.
Consumer discovers & scans barcode
3.
Barcode data tells handset to query Neustar
4.
Neustar associates target services (ie url) and
value added services (ie personalization)
5.
Consumer accesses targeted content/services
Customer sees ad, opens barcode reader
app on their device or downloads one
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Place barcode within scanner’s camera
view, reader decodes the barcode data
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Barcode resolves instantly connecting
user with digital content and/or other
applications
Advertiser Perspective
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Place on packaging, store windows,
newspapers, outdoor advertising,
magazines, television, etc.
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Interact by delivering links to mobile
websites, music, videos, or initiate native
apps (Calls, Email SMS, GPS, etc.)
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Measure program success & ROI
through campaign manager systems and
Web applications
Barcodes increasing, scans on significant rise and
taking place at home, retail, grocery, work.
Exact Target: 1 in 4 Smartphone owners scan QR codes
Developing Content
• Text Messaging
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Develop content and message flow or hire specialized agency/developer
Text can be no more than 160 characters long
Spaces and carriage returns count as characters
You can spread your message across multiple text messages (not great user experience)
− Increases message flows
− May lose the ease and quickness of the SMS platform
Be sure to include compliance language and functions such as “Stop” or “Quit” and “Help”
− This counts toward your character count
Remember your timing
− Marketing to different time zones
− No one wants to get alerts at 3 AM
• 2D barcodes
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Barcode engagements require a camera enabled phone, data plan, and scanning application
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Consider program objectives prior to selecting barcode content
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Include ubiquitous options such as SMS to promote unbiased subscriber participation
Ensure call-to-action is relevant, enticing, and provides clear expectations
Ensure necessary campaign management tools for tracking, analysis, and refinement
Beware of barcode placement, avoid bad user experiences (location, size, surface, etc.)
DO NOT Assume your audience is familiar with the technology, include comprehensive instructions
Associated Content /Website must be optimized for Mobile
Test, Test, and Test Again
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Confirm a consistent experience across different devices, scanning apps, OS’s, etc.
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Developing Content
• Mobile Applications
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Requires customization by OS and device
Requires download on subscribers device
Design application with the following in mind:
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Purpose- What will the application do/how do you want subscribers to use it
Audience- What is target markets for application
Phones/devices- What devices does your target market have - or are you just targeting certain device(s)?
Mobile operating systems- What mobile phone operating systems will you support
Carrier networks- Will the application work on all carrier networks
Will you design your own application or hire a mobile application developer
How will you keep your App poised for new users to discover (or) existing users to engage with?
• 2D barcodes
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Barcode engagements require a camera enabled phone, data plan, and scanning application
− Include ubiquitous options such as SMS to promote unbiased subscriber participation
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Consider program objectives prior to selecting barcode content
− Ensure call-to-action is relevant, enticing, and provides clear expectations
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»
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Ensure necessary campaign management tools for tracking, analysis, and refinement
Beware of barcode placement, avoid bad user experiences (location, size, surface, etc.)
DO NOT Assume your audience is familiar with the technology, include comprehensive
instructions
Associated Content /Website must be optimized for Mobile
Test, Test, and Test Again
− Confirm a consistent experience across different devices, scanning apps, OS’s, etc.
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Final Thoughts
• The mobile device is probably the best communications device ever invented and
will likely be the best media channel ever to engage consumers
• Has more potential reach than any other medium in use today
• Has more relevancy, targeting and measurement potential than any medium
• Mobile Marketing is not a silver bullet
• Have a plan before you implement
• Integrate mobile into your traditional marketing
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There is some mobile pieces that can be used in all media
• Mobile can make all your media interactive
• Don’t plan your mobile strategy in a bubble, find use cases and best practices
• Do your homework when selecting mobile vendors: are they financially strong? Do
they follow industry guidelines and best practices? Are they aware of regulatory
and legal requirements? Will they represent your brand appropriately?
• Test, Test, Test
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Resources
www.usshortcodes.com
www.mmaglobal.com
www.ctia.org
www.mobilemarketer.com
www.iab.com
www.gomocode.com
www.mefmobile.org
[email protected]
QUESTIONS?
Thank you!