Tag Archives: mediapost

Sponsored SMS bulletins show promise

New media consultant and columnist Steve Smith speculated recently in MediaPost that we will soon be receiving many more sponsored messages with our cell phone’s text bulletins. These text bulletins, also known as SMS messages, are the 140-character packets that helped Justine Ezarik rack up a 300-page AT&T cell phone bill. (She reports that Twitter and the SMS feature of Facebook were the biggest culprits. Each message sent and received was separately itemized.)

The good news is these messages will be extremely targeted, and are “opted into” in exchange for the content received. An example cited by Smith is NASCAR race updates, sent to the 200,000 subscribers to this branded program. He explains that if a supermarket chain would want to target those interested in NASCAR, “There is enough mass there to net perhaps 80,000 users in a general geographic region.”

That’s enough to make quite an impact. Especially since response rates are impressively high.

Although the initial calls to action must be quite brief — 20 to 80 characters — the extremely targeted nature of the messages helps response. A “response” is usually hitting reply, to receive a full (up to 140 characters) expansion of the offer and a URL to click on. This graphic , provided by the MoVoxx site, helps illustrate the typical process:

How InTxt by MoVoxx works

Alec Andronikov, who is the managing partner of MoVoxx, says that of the many billions of SMS messages sent each month, somewhere around 500 million of them are some kind of publisher-pushed alert. And each could conceivably be sponsored. Smith continues:

Right now, [Andronikov] claims about 3.5 million uniques with sports, travel, dating and newspapers comprising the largest content categories. … Andronikov claims a response rate of 2.5% to 4% on the SMS ads.

That means a hypothetical, regionally-based supermarket chain running a NASCAR promotion could get their entire message in front of at least 2,000 fans (80,000 recipients of the initial, sponsored message multiplied by a 2.5% response rate). If the offer is compelling enough, this can win the chain hundreds of new customers.

The ability to target consumers by age, gender and zip code — as well as areas of personal interest, as implied by the content to which a consumer subscribes — promises a way to take the junk out of junk text messages.

Through testing we’ll soon see whether these campaigns “have legs” — whether they can generate enough of a return on investment to make them a smart, new marketing tactic.

Boost web conversions by greeting search engine visitors with unique content

How often do you come across an account of the same new, breakthrough idea from two different sources within 24 hours? That happened to me this weekend, and even if I had just seen it once I would have found the idea extraordinary. First, I read how Offermatica provides a content management solution that helps with multivariate testing of offers and copy. From what is learned, customized content can be delivered in real-time, based on behaviors. Offermatica CEO Matt Roche describes a novel application of this tool in a MediaPost blog interview:

[With the client site, MusicFriend.com] when someone comes to the home page [from a search engine] we know nothing about them, so they get the home page. What if we repeat the keyword that they searched on to get there, just show similar information? That increased the conversions. We repeat your keyword so you have a connection. Then we install affinity targeting that says when you go to the drums section and come back to the home page it will show you more drum offers. It increased the conversion rate in double digits on all the categories where we did category affinity.

The emphasis was my own. Double digit conversions?!? What a great trick.

Then I read Todd Friesen’s piece describing the same technique, in the July, 2007, print edition of Online Media, Marketing and Advertising (OMMA — and yes, it’s also a MediaPost publication). Phrased a different way, it suggests the same brilliant strategy:

… Did you ever notice how most brand traffic lands on your home page? Even product terms that contain branded verbiage often get a home page ranking ahead of a product page. Most home pages are pretty generic and usually run creative speaking to a straight brand message or weekly deal. How do you refine that on the fly to positively impact conversion? With a good multivariate tool, it’s relatively simple.

Some tools have the ability to recognize a search engine referral and identify the search term to define the creative displayed in the marketing modules on the home page. SEO managers then populate the “hero image” with a product related to the search and then load the complimentary products into the secondary marketing modules.

It is standard practice to do something like this with pay-per-click ads. We create customized landing pages that repeat the keyword phrase used in the search. This idea extends that landing page mentality to organic search results.

There is conjecture that the radio was invented in several places around the world at the same time. I suspect there will be similar arguments as to whom originated this simple and elegant way to improve the user experience for people arriving from search engines. All I can say is, I’ll glad I learned about it at all, so I can begin testing it with some of my clients.

Any readers who are already using this technique?