Supports Organization’s New Purpose and Marketer First Approach
NEW YORK–(BUSINESS WIRE)–In keeping with the Mobile Marketing Association’s (MMA) new mission and aligning to their commitment to build capabilities for marketers and agencies, today the MMA launched the first-ever comprehensive database of mobile marketing case studies. The announcement comes on the heels of the appointment of Dunkin’ Brands’ John Costello to the post of Chairman of the MMA’s Global Board of Directors.
The MMA Case Study Hub is a comprehensive, fully searchable database representing best in class campaigns that set new benchmarking standards for industry excellence. With 450+ case studies from over 40 countries to review, MMA members will have a window to how mobile is transforming business and driving the innovation of marketing. The Hub delivers a clear view of which industries are leading the way and, perhaps most importantly, serves as an inspiration center for the creative and successful integration of mobile as core to a brand’s marketing mix.
“To harness mobile’s power of getting brands the closest they can get to their consumers, it is critical to provide marketers with the proper tools. With this goal in mind, we worked extremely hard at creating a unique and monumental resource, with both depth and quality, for marketers looking to activate the innovation of marketing through mobile,” said Greg Stuart, CEO of the MMA. “With many brands feeling the pressure of mobile marketing adoption, this resource allows marketers to accelerate their own success by better understanding how their peers are using mobile and what’s working and what isn’t.”
The MMA Case Study Hub has been created through the curation of the MMA’s annual Smarties™ Awards submissions, providing an easily reviewed and consistent case study format. Each case study is curated to provide the strategy, results, execution and creative of each mobile marketing campaign. MMA members will be able to search the entire library by the following criteria:
- Campaign objective
- Mobile Vehicle
- Smarties™ Award designation
Annual updates to the Hub will make it the most accurate and up-to-date reflection of the entire mobile marketing industry. Being able to track this constant evolution is critical to the value MMA members receive and will drive faster and more successful execution across the entire industry. The Smarties Awards program will continue to drive the addition of hundreds of new case studies from around the globe to the Hub each year. And, a new partnership with the Cannes Lions Festival of Creativity will drive additional case studies through their Mobile Category.
The 2014 Smarties Awards program is open for submissions. Organizations interested in being recognized for their own world-class work, which will ultimately become part of this extensive record of mobile marketing campaign case studies, can enter submissions online by the June 30th deadline.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly 50 countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars: to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For information about the MMA please visit www.mmaglobal.com.
Hippocrates said, “Healing is a matter of time, but it is sometimes also a matter of opportunity.” Mobile technology presents users an opportunity by means of accessibility to a myriad of health-related resources.
mHealth Technology is Changing Healthcare
The U.S. Health Resources and Services Administration defines mobile health (often referred to as mHealth) as, “the use of mobile and wireless devices to improve health outcomes, healthcare services and health research.” Fifty-two percent of smartphone users already access health-related information on their phones, and the number of people using app-enabled mHealth devices is projected to leap from 15 million in 2013 to 96 million by 2018.
There are more than 97,000 health- and fitness-related mobile apps available. Users can access and engage a smartphone or tablet for healthcare needs by: monitoring blood pressure and other vitals, pregnancy tracking, the tracking and analysis of medical conditions in lieu of an actual device (for example: as a stethoscope to record a heartbeat; for diabetics to check glucose levels; as a sensor on an inhaler to track asthma; and for urinalysis), and the management of sleep, moods, weight, and prescriptions.
Various mobile-integrated therapy applications are available for chronic illnesses and diseases, which account for more than 3/4 of healthcare spending. According to Digitas Health, 90 percent of patients with a chronic illness reported they would accept a mobile-app prescription from their doctor (yes, that exists!) compared to 66 percent who would accept a prescription for medication. Remote monitoring with mobile technology could reduce hospitalization for these patients by 47 percent and office visits by 65 percent, and save the U.S. $197 billion over the next 25 years.
For both iTunes and Google Play, the top health-related download is the “24/7 Medical Help” application Urgent Care. Personalized, physician-reviewed content is emphasized in WebMD’s app. The soon-to-be-released app Zest Health will take a concierge-like approach to healthcare with “Talk to Me,” “Schedule Me,” “Inform Me,” and “Track Me” functions. Of Americans who seek medical info online, 67 percent say this has made them better informed as patients. Data shows that physicians agree: 93 percent said they believe in the power of mobile health to improve a patients’ health, with many citing appointment alerts and care-management reminders as a top benefit.
mHealth technology provides more opportunities to reach people who are notoriously underserved by the healthcare industry: those below the poverty line, senior citizens, the disabled, those living in rural areas, and the homeless, many of whom have unmet health needs and poor access to care. Of these, the majority say they would prefer to save time, money and trouble by connecting with a doctor online, and many have phones. A recent study of people experiencing homelessness shows 70 percent own a cell phone.
SMS can be utilized for this purpose, as well as to deliver health information to specific demographics. The program TXT4Tots encourages healthy communities by providing a downloadable library of short, relevant text messages about nutrition, physical activity, etc. to send to parents and caregivers of small children.
Data predicts that mHealth’s integration into traditional healthcare systems will continue to advance, with increasingly more opportunities to take advantage of. Over the next 10 years mHealth is expected to save the healthcare industry more than $300 billion in increased productivity, as well as improve quality, increase access, stimulate consumer involvement and decrease costs. Obstacles to mHealth evolution are far outnumbered by the possibilities. As Mobile Beat says: “Welcome to the brave new world of healthcare.”
In a world dominated by mobile strategy, few things are as sacred as CTIA compliance on your text message campaigns. The compliance laws are often updated and if your text marketing provider isn’t keeping up your company can end up with heavy fines.
CTIA Compliance Strategy Disaster
The mobile marketing world made national headlines on November 13th when a US District Court Judge certified a nation wide class action suit against the Papa Johns pizza chain for SMS spam marketing. The lawsuit alleges that Papa Johns used its existing customer database (numbers that were kept on file for pizza delivery) to send over 500,000 spam text messages. The law firm representing the plaintiffs is asking for $500 per message which tallies up to $250 million dollars.
How did this marketing campaign lead to such a disastrous end? The short answer is that their mobile marketing partner wasn’t CTIA compliant and broke the following cardinal rules of SMS marketing.
Users must opt in to your program for you to legally send them SMS messages.
You cannot buy a number list from another company. You also cannot convert a customer database that was generated for other purposes into your SMS marketing. This was the case for Papa Johns. Just because you have access to customers numbers doesn’t mean that you can legally use them.
Users must be given the chance to stop receiving messages at any time.
A CTIA compliant SMS message will always give you the option to reply STOP to end all messages. Anything less is an invasion of your mobile phone and privacy. In the case of Papa Johns the customer never opted in to a program and had no option to opt out of receiving these offers.
Keep message frequency to a minimum and never text between the hours of 8pm and 8am.
The frequency in which you can text your opted in customers varies by the short code. For something as simple as sending marketing ads to customers best practices are about 1 to 3 messages per month. Its also illegal to send SMS marketing messages between the hours of 8pm and 8am in most states. In the case of Papa Johns their customers were receiving multiple messages per day, sometimes even several in the middle of the night.
SMS is still the best and most cost effective way to interact with your customers to build revenue and customer loyalty. Just make sure your SMS provider is CTIA compliant or your company could end up with a huge lawsuit or heavy fines.
There is no doubt that mobile strategy has grown at a rapid pace and become a proven method for engaging consumers, thereby increasing sales for many companies. However, only “49% of companies have a strategy for integrating mobile into broader marketing activity” according to Econsultancy. This means that more than half of companies have not yet figured out how to incorporate the fast growing market of mobile into their marketing campaigns.
Finding the right mobile partner to trust with your mobile marketing can be easy if you ask these questions:
1. What solutions does this company provide?
Find a company that can run SMS marketing campaigns, mobile website design, mobile applications and connect out to other platforms including social media. Give consumers the choice of what channel they want to connect to you through.
2. Are they providing technology, strategy or both?
Mobile technology can get complicated and you want to make the most of it, so make sure the company owns the technology platform and helps you with the strategy around how to best use it.
3. Does the company understand mobile best practices?
Following CTIA and MMA guidelines in crucial for SMS marketing. You want to work with a company who is absolutely clear on how to follow these laws.
4. What do their analytics look like?
You need to see measurable results for each campaign in full detail. The ability to tailor your message based upon the reports in real-time will be essential.
5. Can the company deliver outside of the United States?
Unless you are a small business, having international reach is important. Sending SMS (text marketing) from short codes in other countries will make a big difference in your strategy.
is an important part of any communication strategy, yet many marketers are faced with the dilemma of how to build a mobile database.
There are many ways to build your mobile database, which is likely to become the most valuable piece of customer data marketing and operations teams will possess. Studies show approximately 234 million Americans own a mobile phone
, and 91% of those claim to have their phones with them 24/7, which gives companies a unique opportunity to literally be in the hands of their customers at all times.
Build Your Mobile Database
Companies can build their mobile database through a number of channels and tactics. However, these four methods are most effective because they offer customers value, a key reason to opt-in to a mobile campaign.
1. Add your short code and keywords to all print materials and website. Short codes are 5 to 6 digit numbers, such as 70626, that a customer texts to opt-in to your mobile marketing program. Marketers select a keyword, such as PIZZA or REDSKINS, to opt-into a specific offer. In order to create an effective mobile campaign, marketers should choose campaign relevant keywords that are memorable for the consumers.
2. Offer an incentive to opt-in to your mobile campaign. Mobile numbers are the most valuable piece of customer data today, largely because of the intimate nature of a mobile phone. Most consumers always have their phones with them, and many carry the same mobile number for years, regardless of their geographic location. Offering a free sample,loyalty club signup, or other mobile exclusive offers adds value for the consumers and will drive your mobile database numbers higher.
3. Share promotion on social channels. The line between social and mobile are blurring, and one of the fastest way to drive customers to a mobile campaign is to make it available through social channels. Another way to add value through social channels is to offer exclusive rewards for social sharing of the campaign.
4. Follow Mobile Marketing Best Practices. By following mobile best practices, companies gain trust and build loyalty with their customers. A complete list of mobile best practices and compliance can be found through the Mobile Marketing Association and CTIA Wireless. In addition, executing a mobile campaign with a trustworthy mobile agency will ensure every campaign adheres to these standards.
These are just a few of the many ways to build a quality mobile database. Maintaining the database and building value over time are of equal importance in a long term mobile strategy, but it all must start with a solid mobile database. By doing this, mobile is likely to become the most valuable channel within your communication strategy.