10 Best SMS Tips For Luxury Marketers

Mobile Marketer asked me about best practices when marketing to the affluent. Here's the story that appears today. http://www.luxurydaily.com/ten-best-practice-sms-tips-for-luxury-marketers/

Rather than developing a costly mobile application or optimized site, some luxury brands are opting for SMS or MMS messaging that delivers relevant and real-time information to opted-in consumers.

Luxury brands such as Kiehl’s, Jaguar Land Rover, Cartier, BMW and Hennessy have begun to realize the affect that SMS messaging has on their customers. It is likely that this sort of messaging is one of the most personal ways to communicate with consumers via mobile.

“SMS is the means to an opted-in database where individual preferences can be learned and mobile messages can be personal and relevant,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.

“Those benefits are especially important when your customer is affluent and accustomed to high-touch service,” he said.

As an expert in the SMS field, Mr. Hasen has compiled a list of 10 tips for luxury brands considering SMS messaging. Here they are:

1. Use SMS as a customer relationship marketing tool, not just a means to provide one-time offers.

2. Use past experiences with the customer to offer luxury customers what they actually want.

3. Do not assume all luxury customers have smartphones – SMS needs to do a lot of the heavy lifting.

4. Use SMS for time-sensitive offers and information. Ninety-seven percent of text messages are read within four minutes of delivery.

5. Consider location to boost relevance.

6. Make sure SMS campaigns fit into the brand’s overall marketing strategy.

7. Use SMS as a means to connect to richer brand experiences. For example, link back to the brand’s mobile Web site or app.

8. For this audience, over-deliver on customer service – it is more of an expectation.

9. Use SMS to drive customers to the store.

10. Exclusivity is important as it makes customers feel like VIPs, so reward the brand’s best customers with something special.

Depending on what the brand wants to accomplish, SMS can be used for many different purposes.

Some brands use SMS to call attention to new products.

For instance, LVMH’s Hennessy is promoting its collaboration with the artist Kaws for a limited-edition bottle that can be previewed by scanning 2D bar codes and SMS calls-to-action.

Meanwhile, other brands such as Kiehl’s skincare are implementing location-based SMS messaging to offer news and sales at local store locations to drive in-store purchase.

Automakers are also making use of the real-time messaging service.

German automaker BMW personalized MMS messages to alert customers to buy snow tires during winter months, while Jaguar integrated SMS calls-to-action with its television ads.

Since SMS messaging is opt-in, it is a fool-proof system to deliver information to a brand’s most loyal customers.

“A permission-based SMS program creates a dialogue with consumers, giving mobile subscribers the ability to ask for and receive exactly what they want,” Mr. Hasen said.

Has Amazon Proven That Consumers Will Accept Ads?

We got an interesting read this week on Amazon’s Kindle ereader sales. This is particularly significant to marketers since Amazon has brought to millions an ereader bundled with “special offers” and screensaver advertisements.

Amazon followed its usual tact and did not reveal the precise number of Kindles it sold in the quarter. Instead, it only noted that Kindle sales in Q2 showed an increase over Q1 sales. The figures are vague –as we have come to expect from Amazon. Meanwhile, AP reports that Q2 was also a good quarter for sales of eBooks for the Kindle device.

Specifically, Amazon said it has sold more eBooks (that it offers for the Kindle) than hardcover and paperback books.

Even more noteworthy: Amazon CEO Jeff Bezos reported that the $139 Kindle 3G with Special Offers — a version of the Kindle Amazon released in Q2 that is subsidized with ads — is now its top-selling Kindle device. By way of background, Kindle with Special Offers carries a slightly lower price tag ($25 less or $114) because it is effectively ad-funded. Special offers and sponsored screensavers display on the Kindle screensaver and on the bottom of the home screen. However, they don’t interrupt reading.

What are these so-called offers? Over the last months the promotions and deals displayed have included:

-- $10 for $20 Amazon.com Gift Card

-- Save up to $500 off Amazon’s prices on select HDTVs

-- $1 for a Kindle book, choose from thousands of books

-- Spend $10 on Kindle books and get a free $10 Amazon.com Gift Card

As for screensavers, Amazon says its goal is to show sponsored screensavers that Kindle owners want to see. To this end, they have created a free Kindle app (available now) and website (coming soon) called Amazon AdMash. Anyone with a Kindle (Latest Generation device) can download AdMash, a clever app that harnesses the best of crowdsourcing to let people have a say in their future screensavers. How does this work? Basically, AdMash will show you two different screensavers, and then ask you to vote for the one you like best. The community will decide. Smart.

Amazon’s Q2 numbers leave key questions unanswered about the ad-funded device. Is the price of this package bringing in new customers? If so, what are the demographics? Are they new too? (I know my mother-in-law – who is 82 – is a huge fan of Kindle, in part because it is a breeze to read.) And then there is the term ‘Special Offers.’ So far, we know the “offers” aren’t a consumer turnoff. This could be because Amazon shrewdly and purposely made the decision not to use the word “advertising” to describe them. So, who can refuse such an offer?

As I’ve written in columns on MobileGroove and elsewhere, people will accept advertising in exchange for offers they appreciate. In fact this view is confirmed by a several industry reports, including a recent one from the Yankee Group. It shows that more than 70 percent of mobile subscribers surveyed in the U.S. want offers on their devices. As marketers, we can’t ignore the Kindle. We need to add this device into our marketing plan discussions. Amazon is most certainly providing advertisers more detailed user information to make sure they can make their media buy as targeted — and effective — as it can be.

Meantime, let’s not forget that Amazon has another card to play later this year when it is expected to launch a tablet device. That’s when things will get even more interesting.

Could Mobile's Ad Spend Top TV's?

The group of those who are bullish on mobile and its place in the marketing mix grows every week. And these executives aren’t betting on a gut feeling. They have been convinced by real results. Initiatives have moved product, raised brand awareness and engagement, and given marketers more confidence in mobile marketing and advertising. As a result, more money is moving into the mobile channel.

Meet Paul Gelb of Razorfish, who redefines what it means to be bullish. (Disclosure: Razorfish is a Hipcricket client).

In an interview with Adweek, Paul, the agency’s mobile practice lead, was quoted as making the mother of all mobile predictions.  “I think mobile ad spend will overtake television,” he stated.

To put that into perspective, you need to know that a cool $131 billion was spent on television advertising in the U.S. alone last year. By comparison, JP Morgan predicts that mobile ad spend will reach about $1 billion in the U.S. in 2011.

The reasons for Paul’s optimism? He bases it on what he sees and knows about the industry. As he told Adweek (and has outlined in presentations), mobile is the first truly mass media.

Mobile beats TV on reach. Paul points out that there are over three times more mobile users than there are TV viewers. And mobile is the brand communication channel. Put another way, mobile is the most adopted technology and media channel in history with high engagement rates and 24-hour access to users.

What’s more, Paul believes that the rapid adoption of mobile is setting the stage for a dramatic shift in the advertising spend. “If you’d predicted then that smart phones could outsell PCs and that people would spend an hour a day on their phones, no one would have believed you,” he said.

And even if some remain disbelievers, the number of brands convinced of the power of mobile is on the rise. Driven by increased client budgets Razorfish’s mobile practice has grown to 45. “We can’t staff as quickly as we want,” Paul said.

In the 12 years that I spent working in advertising and PR firms, I did not see agencies increase headcount if they didn’t have the client work to back it up. The agency model is to win business, then staff against it. I’m not privy to Razorfish’s mobile revenue, but I do know they are very active and certainly wouldn’t staff up wildly in the hopes of winning business.  As for Paul’s prediction, he certainly has good reason to believe mobile will be huge. I also know that mobile’s going to be big, but forecasting too far out is problematic for me.

(first appeared on MobileGroove http://www.mobilegroove.com/could-mobile-ad-spend-overtake-budget-allocated-for-tv/)

2011 Second-Half Mobile Predictions - Including iPhone on Four Carriers

Neither rumors nor tea leaves will guide us to what’s coming in mobile in the second half of the year so, as I have in the past, I’ll take a run at what could make the most impact in a six-month period.

Despite the advancements by Google via its Android efforts, no device comes close to the iPhone in terms of fascination and speculation. We’re either on the verge of a complete product makeover or will soon see relatively minor modifications in the iPhone 5. This swings back and forth via hourly reports.

Just as intriguing is whether Sprint and T-Mobile will be selling iPhones by year’s end. While rumors about distribution have run wild for the last four years, the highly reliable Boy Genius Report says a four-carrier choice for iPhone holiday shopping is likely. http://www.bgr.com/2011/07/12/iphone-5-to-land-on-sprint-and-t-mobile-analyst-says/

Of course, that scenario has many marketing implications. If it happens, get ready to revisit history by hearing from your CEO that “we need an iPhone app”. This time, with the reach and expected share, he or she would be right.

Other things I anticipate:

The convergence of mobile and social will be even more pronounced. Twitter and Facebook members are twice as active on mobile as they are online – and that’s before Facebook’s “app for every phone” introduction that brings the social network to more than 2,500 feature phones at a low cost accepted by global carriers.

At retail, look for even more mobile subscribers chronicling their “Moments of Trust” by posting comments, photos and even videos to social networks. Mobile devices have become megaphones for a large portion of users with more than 40 percent telling those in their social networks about negative or positive experiences with brands, according to research I commissioned in the spring and unveiled at Jeff Pulver’s 140 Characters Conference in New York /jeffhasen/video-of-my-140-characters-conference-talk-on

Groupon will prove to be more valuable to mobile users than PC members, providing the mobile customer ops in for Groupon Now offers.  What might stop someone from opting in? A reluctance to give Groupon access to location information as well as buying habits. As for me, Groupon online has proven to be largely a bother with such irrelevant offers as eyelash enhancement and flying trapeze lessons. I’ll take relevant offers on mobile.

Expect outrage over bills that charge for data overages. We’ve heard this one before – text messaging became mainstream once consumers were offered unlimited plans that prevented shocking bills. With the carriers doing away with all you can eat data, we’re back to surprise time in our bills.

The hype around the mobile wallet will intensify (is that possible?). Everyone is chasing the opportunity but I’ll bet you the dollar in my wallet that consumers won’t be leaving their wallets at home when they hit the malls in November and December.

With smartphone adoption making a steady march toward 50 percent share, expect more to make the claim that apps are on the way out because so many more subscribers will be able to access the mobile web. My view is we’re years away from deciding the apps vs. web question.

(article first appeared on imediaconnection.com http://blogs.imediaconnection.com/blog/2011/07/18/second-half-mobile-predictions-including-the-implications-of-the-iphone-available-through-four-carriers/)

An End To My Groupon Spam?

Groupon’s most interesting offer to date doesn’t involve a discount but instead a deal with consumers to provide relevant offers via its new Groupon Now service in exchange for user permission to factor in location and buying habit data.

In the last week, Groupon gave mobile users in select cities the option to receive relevant, on-the-go offers (via iPhone and Android apps or the mobile Web).

In an email to users, Groupon put it this way: “If you use a Groupon mobile app and you allow sharing through your device, Groupon may collect geo-location information from the device and use it for marketing deals to you.”

Fortunately, Groupon spelled it out for us. In addition, Groupon stated in the email that it might also collect other information (including relationship information, transaction information, financial account information and mobile location information) and share it with Expedia.

I’ve been vocal about the irrelevance of many Groupon offers, pointing to the similarities between the deals I get and outright spam. Groupon Now represents a step in the right direction and Groupon should be congratulated for being so transparent.

Some users will choose to participate, and others will opt out rather than divulge personal information in return for a deal. As for me, I’ll take the relevant offers every time. I do that already by simply opting in to the loyalty clubs run by my favorite brands.

More on this in my weekly mobilegroove.com column http://www.mobilegroove.com/groupon-mobile-app-matches-our-requirement-for-relevant-deals/.

Take A Smartphone, Please

My first-half-of-2011 mobile predictions for iMedia Connection began with the belief that the carriers and retailers would pay us to take on a smartphone with a contract.

While that apparently didn’t happen, the movement of smartphones was a big part of the mobile story from January to June.

The half-full view of smartphone adoption is that, according to the Pet Internet project, more Americans own smartphones than hold a bachelor’s degree (that either speaks to the success of smartphones or the failure of the educational system to produce more graduates).

A half-empty view is that while many analysts predicted smartphone penetration in the U.S. to be 50 percent by the end of the year, highly-regarded wireless expert Chetan Sharma says that day will come in 2012.

If you recall, during the 2010 holiday season, BlackBerry and Windows 7 Phones, among others, were routinely presented to consumers for free. Even the iPhone 3GS sold for $24.95 at Radio Shack in a trade-in promotion.

To top that, in Canada, operator Telus gave customers a free X-Box 360 with a Windows 7 Phone in exchange for a three-year commitment.

Even with the number not tipping over 50 percent this year, brand marketing managers continue to need to plan for more sophisticated consumers with higher-end phones.

In today's post, I look at how I fared on my other predictions. http://blogs.imediaconnection.com/blog/2011/07/12/take-a-smartphone-please/

Believe Smartphone Stats or Do Pew Numbers Smell P-U?

All over the web today are stories about the Pew Internet Project’s new research on smartphone usage in the United States.

Among the headlines?

Some 87% of smartphone owners access the internet or email on their handheld, including two-thirds (68%) who do so on a typical day.

Several demographic groups have high levels of smartphone adoption, including the financially well-off and well-educated, non-whites, and those under the age of 45.

When asked what device they normally use to access the internet, 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer.

The last fact had me wondering whether the 25% have access elsewhere.

According to Pew, while many of these individuals have other sources of online access at home, roughly one third of these “cell mostly” internet users lack a high-speed home broadband connection.

Do I believe the findings? Pew has long been among the most trusted when it comes to Internet use and connectivity. So I would say yes.

More on the report http://pewinternet.org/Reports/2011/Smartphones.aspx

Seth Godin No Fan of Twitter

While known as one of the most progressive marketers, Seth Godin is no fan – or even user – of Twitter.

“One hundred and forth characters are not a replacement for 200-page reads,” Godin said at the recent Seattle workshop I attended.

Godin does not tweet, saying among other things that it would take time away from other what he considers more important tasks. He said he reads over 100 blogs a day and, get this, a book a day (although he admits he doesn’t read the books cover to cover – only enough to know what the thought-leaders are saying and doing).

Who Will Drive 80 Miles For 80 Percent Off?

Mobile Marketer asked me if mobile is an effective tool to drive in-store traffic and keep consumers interested with offers.

Here’s what I told Rimma Kats in the story published today:

“If a mobile user is opted in, you may know when and where he or she will be at a certain time of day. For instance, if I told my favorite market that I shop between 5 and 7 p.m., it can send me offers and information when I’m most likely to buy.

“Of course, consumers in store can pull info or a deal by responding to a call to action on a shelf talker or other communications vehicle.

“I don’t have to get an eyelash enhancement offer from Groupon that is for the masses – I actually can receive something that interests me. Throw in location and the permission a brand receives from a consumer in a loyalty club and you have meaningful marketing.

“Daily deals work for the mobile subscriber if they are relevant. An 80 percent off suit is no good to me if the retailer is 80 miles away.

“But if you are close and tell me that you have something I want – and you have the inventory to satisfy all who receive the deal – I’ll at least consider it.”

The full story is here http://www.mobilecommercedaily.com/2011/06/29/mobile-key-ingredient-needed-to-encourage-consumer-purchasing

On The Subject of Twitter and News

The outstanding content was so plentiful that I couldn’t write fast enough at Jeff Pulver’s 140 Characters Conference http://nyc2011.140conf.com/ and Seth Godin’s workshop in Seattle.

In coming days, I’ll continue to blog about Godin’s session but first more from the 140 Conference.

From Dan Gilmoor (@dangilmoor), a 25-year newspaper veteran and head of the Knight Center for Digital Media Entrepreneurship, a new project of the Walter Cronkite School of Journalism & Mass Communication at Arizona State University:

On Twitter and “news” -- “Take a breath. Be skeptical.”

Dan said there’s a “credibility scale” to consider with an anonymous blog being on the low end.

“Time adds depth and context. I’ll tweet, ‘interesting if true’.”

And from Andy Carvin (@acarvin), senior strategist for NPR, who broke news during the civil uprisings in Tunisia, Cairo and elsewhere:

“People used the Twitter channel to send photos and videos captured by mobile. We saw live streams of people getting arrested.”

As for “reporting” on similar activities, Andy said, “You need to be on Twitter now so people trust you and you can trust them.”

Adotas Weighs In On My Moments of Trust - Mobile/Social Findings

““Perhaps we’ve become so used to crap customer service that a tale of excellent treatment is rare, even surprising — it’s actually news,” Gavin Dunaway writes in an Adotas article covering my Moments of Trust mobile/social findings.

Gavin relays my experiences with Comcast and a restaurant in Seattle and suggests that Klout equals clout.

The full article is below with the link here http://www.adotas.com/2011/06/consumer-democracy-now-hipcrickets-hasen-talks-social-media-crm-in-the-smartphone-era/ 

ADOTAS – If social media is the customer relationship management tool of the early 21st century, then smartphones and mobile devices that connect to the Internet are its portable extensions. Imagine a vacuum cleaner with a hose add-on for those hard-to-reach spots, except this hose can be carried with you everywhere to pick up whatever dirt and debris you come across.

Except (to stretch this metaphor a little further) American consumers aren’t sucking up the dirt, or rather bad customer service or brand experiences, and sharing it on social media as much as they are spreading their positive experiences.

It may fly in the face with the common wisdom that humans harp on the negative, but a new survey commissioned by Jeff Hasen, CMO of mobile marketer Hipcricket, found that while 40% of consumers with smartphones or Internet-enabled mobile devices have used them to spread word to their social networks about an in-store experience, 46% of them reported a positive one versus 40% that cited a negative one.

“Perhaps we’ve become so used to crap customer service that a tale of excellent treatment is rare, even surprising — it’s actually news,” I comment to Hasen, who is in NYC to debut his figures at the 140 Characters conference. “I mean, that’s pretty cynical, but these are cynical times.”

According to Hasen’s findings, 18% used Facebook to report on consumer service experiences in real-time, while 8% used Twitter and 32% used text messaging. In addition, 34% of all survey respondents said they had seen a customer experience posted on their social networks and 48% said they would be influenced by such a post.

The smartphone revolution combined with the power of social media may strike fear in the hearts of people in retail and other service-oriented ventures. No longer does the consumer need to wait to get home to write a scathing blog post or email a brand’s – by that time, the angry consumer may have cooled off. But mobile devices hooked up to the web offer real-time venting regarding customer service. Talk to the manager? Why don’t we talk to the Internet instead?

But the devices also provide opportunities for brands to shine in the customer service department. You could argue that mobile social media coerces better — or maybe appropriate — customer service, but consumer willingness (you could even say initiative) to spread positive experiences presents an earned marketing situation.

Hasen frames it this way — he was trying to sign up for an extras package from a certain cable company infamous for its lackluster customer service but had missed the cutoff date of a super deal by one day. Even though he’d been a loyal customer for years, the phone help refused to throw him a bone.

So Hasen took to Twitter and other social media outlets to complain, and what do you know — a short time later a major higher-up in the cable company’s marketing department actually gets him the subscription package at no charge.

One reason Hasen received such stellar service via social media is that with more than 1,700 followers on Twitter, he’s got some influence. He mentions he was recently on a conference panel where the social media manager of a major brand admitted that his company examines the number of followers a complainant has on Twitter before deciding whether to respond.

But that method is for the big brands, and he suggested that even they don’t think it’s the most effective.

“Can you imagine giving a hotel concierge your Twitter handle so he or she can decide what level of service to give you?” he asks rhetorically. “A help desk asking what your Klout score is?”

Consider this — around the same time, he patroned a fine dining establishment (no chain) near his Seattle home known for its Alaskan Halibut. In the region, the style is to undercook the fish, but Hasen wanted it medium well. When he received a medium rare filet, he expressed his displeasure — the restaurant did not put the fish back on the grill, but cooked him a new one and then comped him for the dish.

Sure, that’s a great way for a small business to get repeat business (and Hasen says he returned the next month), but in the age of social media and the instant sharing of experiences, it’s a smooth move for instant earned marketing. The restaurant had no idea how many followers Hasen on Twitter (strangely, they didn’t ask for his Twitter handle next to his signature on the check). The old adage that you never know who is going to walk in has never been truer, just add “you never know how much social media influence that person has” to the end.

“Customer service should be democratic,” Hasen says ”With social media-enabled mobile devices, the consumer has more of a voice in the service industry. The smartphone is a megaphone.”

At the same time, brands can’t be deaf to the social conversation — 35% of the consumers surveyed said they would want to hear from a brand after a negative incident. Only 10% of those who had posted about a customer service experience received feedback from the brand mentioned.

Founded in 2004, Hipcricket is a relative veteran in the field of mobile marketing, having recently powered its 100,000th brand campaign. Earlier this year the company released version 7.0 of its cloud-based mobile marketing and advertising platform HIP, with new features such as integration with Facebook Pages and the SmartXchange conversational SMS tool.

Trend-wise, Hasen notes that Hipcricket is seeing fewer one-off mobile campaigns and more long-term brand partnerships, which he sees as a signal that mobile has cemented its spot in the digital marketing arena.

“It’s not the year of mobile,” he explains. “This is the year brands choose their mobile partners.”

My Take On The Mobile Marketing Forum

We heard that mobile should be “iPod simple.”

What about conferences such as the Mobile Marketing Association’s Mobile Marketing Forum that was held last week in New York?

The MMA mixed so-called “101” content with more advanced discussions, satisfying many and leaving others with the feeling that they had heard the points earlier and often.

Like the Tribune telling us that consumers have mobile devices and we need to follow them there. You think?

It was Lou Paskalis, vice president of global media, content development and mobile marketing at American Express, who made the “iPod simple” remark.

Mr. Paskalis had other great points, including the continued need to evangelize in-house, to build applications to provide “value and utility and to re-establish the mission that customers have already come to expect from your brand.”

There was new and compelling information from Live Nation president Russell Wallach who gave data to back up the claim that mobile is the “perfect storm” for concerts.

Mr. Wallach said that mobile is the glue for commerce, content and community at the venue. The numbers to back it up? Mobile interaction at concerts: 47 percent text or email, 66 percent take photos and 32 percent update Facebook.

Other memorable moments?

• The research from Adobe Omniture that says that 79 percent of iPad owners spend 30 minutes a day or more reading news.

• The conversation from our industry’s privacy experts saying that we must learn how to protect the individual’s privacy to gain his or her trust, confidence and permission to engage.

• The advice from Citysearch to build simple apps – there is that word again – and to nail a few useful things. 

• The statement from Alexander Mars, CEO of mobile agency Phonevalley, saying that the claim that any year before this one was the year of mobile is “bulls--t.”

Which brings us back to the question of whether mobile conferences should be an “introduction to the medium” or more sophisticated and full of case studies that include learnings and repeatable actions.

A Gartner executive said during the show that mobile ads are expected to generate around $3.3 billion worldwide this year. That is real growth.

Still, according to a May survey by King Fish Media and reported by eMarketer, only one third of marketers have a mobile strategy.

A quarter of respondents said that mobile advertising was not meeting expectations. Remarkably and regrettably, 34 percent had not measured a mobile program that they had run.

This is the current state of mobile – some have been in and are realizing the medium’s potential. Others are newbies and in need of baby steps. Still more will come in either willingly or not – more than six in 10 North American marketers plan to have a mobile strategy within the next year.

Mobile veterans will need to pack patience along with their charging cords and latest gadgets.

(Article first appeared on Mobile Marketer -- http://www.mobilemarketer.com/cms/opinion/columns/10254.html)

Additional Moments of Trust Survey Coverage

The subject of nearly 100 tweets, my Moments of Trust survey is making its way onto marketing and mobile sites worldwide.

On Mobilegroove, Peggy Anne Salz, a well-regarded mobile industry expert and commentator, called it “must-read analysis that should spark marketers to listen in and answer back.“ http://www.mobilegroove.com/watch-out-listen-in-connected-consumers-can-damage-your-brand/.

(Full disclosure: as many of you know, I write a weekly column on Mobilegroove)

Peggy’s take on the results:

“Connect the dots, and there is an opportunity (even a requirement) for brands to listen in to what people are saying about their retail experiences and — more importantly — respond. No doubt this approach would go a long way toward solving issues before they balloon into full-scale social media meltdowns.”

The study is also featured on Technorati http://technorati.com/business/advertising/article/mobile-phones-become-megaphones-in-intersection/ and IMedia Connection http://blogs.imediaconnection.com/blog/2011/06/19/megaphone-effect-as-consumers-use-mobile-and-social-in-moments-of-trust/.