The Bloom Report

Industry pundits, journalists, and marketers love to make sweeping statements about the reasons why mobile marketing hasn’t gained widespread traction amongst brands and agencies, despite the hundreds of success stories from brands across nearly all industries. Some of the most popular include a perceived lack of scale, a confusing web of carriers, lack of consumer adoption, cost, legal worries, and many more. However, the two that never get discussed are the brand marketers and agencies themselves.

***Note: The following is based on countless meetings and conversations with brands and agencies, but is by no means indicative of all teams within the respective groups. We work with a great roster of brands and agencies, but also meet with many more that don’t, or refuse to, “get it”.

Hurdle #1: Brands
Despite all of the hype surrounding the need to innovate and break through the clutter, many client-side marketing folks are under enormous pressure to cut budgets and increase return on dollars invested. While not sure how to increase the return, many fall back to cutting budgets and that means not trying anything new. This in turn results in more of the same and the cycle of mediocre marketing repeats itself.

The other (and perhaps more critical) factor is that marketers just don’t have enough time in the day to become mobile experts or manage another agency, thus relying on their traditional and interactive agencies to vet the various specialty offerings and make recommendations. This gets it off their plate, but not necessarily onto the plate of someone any more qualified to make such a decision.

Hurdle #2: Agencies
Agencies are also focused on doing more with less and making sure not to rock the boat in any way that may make the client look for another shop. In sports, this is called “playing not to lose”. Rather than pushing the limits with innovative strategy and execution, they put internal and external resources to work creating safe campaigns with predictable results. In business, this is called “covering your ass”.

In addition, very few traditional or interactive agencies have the in-house expertise to even begin developing strategies that include mobile as a key component.

What to do About It
1. Naysayers need to spend an afternoon doing a bit of research and they will quickly learn that some, if not all, of their competitors (brands and agencies) are finding great success with mobile marketing. From grocery stores to insurance firms to video games, mobile has proven to be an effective mechanism to enhance traditional, interactive, and event marketing initiatives. The one problem with these successful executions or campaigns is that they are generally one-off programs and not part of the larger brand strategy. Learn from the best and roll them into a true strategic effort.

2. Brand managers need to find trusted mobile marketing resources that they can turn to for guidance - not high priced consultants or agency folks without mobile experience, but proven leaders with experience in strategy, execution, and technology.

3. Agencies need to realize that mobile is here, not emerging. Successful agencies are pitching mobile to both clients and new business prospects. If you aren’t, you are at a disadvantage. Whether you decide to bring the expertise in-house or work with an external partner, mobile marketing should no longer be an afterthought occupying the last slide in your pitch deck.

Still not sure where to start? Feel free to shoot me an email (sean at blumo.com) and I would be happy to answer any questions about strategy, technology, or the general market landscape.

General

There is a widely held, yet erroneous, belief that there are few, if any, metrics available as part of a mobile marketing program. The following list should provide you with a good overview of what any reputable mobile agency will provide you as part of a campaign.

Note: The following is specific to mobile marketing, not mobile advertising.

1. Total Interactions: Every message sent and received as part of a campaign is time stamped with the hour, minute, and second. This allows the advertiser to lay mobile interaction data over the media plan to see precisely how interactions are influenced by television commercials, radio spots, and other media. By using unique keywords for each media placement, it is easy to compare the relative effectiveness of each media placement.

2. Unique Participants: Unique users based on mobile phone number.

3. Average Requests: The average number of interactions per participant.

4. Maximum Requests per Day: Peak participation day of the campaign.

5. Average Requests per Day: Average number of interactions each day of the campaign.

6. Peak Requests per Person: Highest number of interactions from a single participant.

7. Repeats: Total number of users that participated more than once (text-to-win).

8. New Participant Percentage: Percentage of users engaging in their first interaction.

9. Returning Participant Percentage: Percentage of users engaging more than once.

10. Interactions by Location: City and state of participant based on mobile number.

11. Interactions by Mobile Carrier: Breakdown of participants based on mobile carrier.

12. Keyword Utilization: For campaigns with more than a single keyword, keyword utilization is a valuable tool when analyzing the performance of various media placements.

13. Bounce Rate: Percentage of people who take the first step (send a text in response to a call-to-action) in an SMS program, but fail to complete to opt-in, answer a follow-up question, etc.

In addition to those listed above, with a bit of integration or back-end analysis, coupon redemption, traffic sent to a mobile website, and click-to-call can all be tracked.

General, Marketing

As part of my five state tour last week, I met with a dozen advertising agencies (and several prospective clients) about working together to offer mobile marketing to their respective clients. As we do quite a bit of work with agencies, these meetings are common and serve as a great opportunity to cover new strategies and technologies, as well as brainstorm about potential use cases. Towards the end of one meeting, one of the agency folks asked me why we refer to ourselves as an agency, as opposed to a mobile platform, technology company, etc.

We call ourselves an agency for several reasons:

1. We Add Value: It is rare that an agency or client comes to us with a marketing strategy that incorporates mobile and doesn’t need at least a little (usually a lot) tweaking. In addition to strategy, we often provide custom technology solutions to meet the exact needs of clients, rather than trying to fit their campaign into a narrowly defined technology platform.

2. We are Technology-neutral: Our philosophy is to recommend the execution that best fits with the goal of the campaign or program. Whether that means SMS, a mobile website, or application, we aren’t tied to a single solution.

3. We Provide Service: Every single client and partner agency has my mobile number and knows that they can feel comfortable contacting me day or night, seven days a week. While this may interrupt dinner on occasion, we realize that client campaigns are an important component of business and any questions or issues need to be addressed in real time.

General, Marketing