Right Message. Right Person. Right Time.Connecting with your Audience Through

Messaging

www.collstream.co.uk

Digital Marketing Show, 27th November 2013

Today

• Who is Collstream?– Text, voice, email, IVR, payments– Financial services, retail, travel, sports, utilities

• What will the presentation cover?– What to consider when setting up text and voice

campaigns– Reporting– How to measure campaigns– How these impact on the strategy of future

campaigns

Why Messaging?

• Quite simply, mobile is booming!

• Mobile is direct

• Mobile is personal

• A few stats

• Other mobile marketing tools

Setting Up: Text

• What are you trying to achieve?

• What is the content?

• How good is your database?

• Who is your target market?

• Save room to let them opt out!

• What were the results of previous campaigns?

Reporting: Text

• What should you expect from your messaging supplier?

• Bare minimum• Enhanced reports

Number Message Send Successful Sent Time Delivery Receipt Receipt Time

447098 456789

10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:00:34

Not Delivered - number either incorrect/invalid/barred 21/11/2013 09:00:43

447123 987654

10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:01:23 Delivered 21/11/2013 09:01:30

447334 456123

10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:02:20 Delivered 21/11/2013 09:02:23

447554 987321

10% off when you order a birthday gift again this year. Call 0844 559 2345 or click http://bit.ly/XXYYAA - quote code TRUST. To opt out txt STOP to 60070 Yes 21/11/2013 09:02:20

Not Delivered - number either incorrect/invalid/barred 21/11/2013 09:02:22

Setting up: Voice

• Make it punchy• Consider your demographic• Who’s voice will you use?• Is it interactive?• Resources• Measuring results

Hi, this is Ally McCoist …

Hi, this is Robbie Savage …Hi, this is Cher …

This is ACME Delivery …This is Derby Royal

Hospital …Your engineer will be on

site …

Reporting: Voice

• What have you been billed for?– Number of calls loaded and dialled?– Were they to a mobile or landline?– Were they answered? If so, for how many minutes?

• Was the campaign OFCOM compliant?• Were calls transferred to a call centre?• Was it sent at the right time of day?

We had a great game today against Chelsea …Come and audition for

the X Factor …

Content

Text Only Messages

• Keyword and short code• A promo code• Call to action

Using Long URLs

• Pros:– Simple to do– Looks clear

• Beware:– URLs can be very long!– Problems measuring in Analytics

Unique Landing Pages

• Pros:– Visitors only from the campaign– Easily trackable in Analytics

• Beware:– May be difficult to create a new landing page– The URL may be too long for content

Shortening URLs

• Services:– Bitly, Tiny URL, Google URL Shortener

• Pros:– Free, saves space, trackable in Bitly

• Beware:– URL doesn’t change– Cross-campaign measuring– Not trackable in Google Analytics

Customised Shortening

• Pros:– As above– Campaign specific– Shorten any page, any amount of times

• Beware:– Stats through Bitly, not Google– Unique custom tag may be difficult– Branded tag may be more difficult

UTM & Shortened URLs

http://www.collstream.co.uk/?utm_source=DMSshow&utm_medium=presentation&utm_campaign=example

UTM & Shortening

• Benefits:– It’s free– Measurable in Analytics!– Use of same landing page time and again– UTM and Bitly URL are campaign specific– No need to create a new landing page– Created in minutes

Summary

• Did you connect with your customers?• Was the campaign properly designed?

– Time of day– Message content– Right for the demographic

• Was the message compelling enough?• Did you estimate the right level of marketing

attribution?

Every project starts with a conversation …