Data: Today’s mobile marketer’s secret weapon

Every year, Mogreet processes tens of thousands of text message marketing campaigns designed to meet a wide range of company goals.

Some text programs are informative and helpful – they remind customers to floss their teeth, pick up prescriptions or tune into their favorite shows.  Other text programs are drive immediate sales, featuring beautiful product shots, videos, and shortened links to mobile websites to encourage purchasing.  And others’ use texting for engagement messaging. These engaging messages start or continue conversations between consumers and their favorite brands, shows or radio stations, building deeper connections and higher customer loyalty.

Text message marketing can meet a wide range of goals, and with proper promotion and strong value-based incentives it can be very successful. However, there is one other element of text message marketing companies can use to drive results – a secret weapon known as mobile data.

Every time a person opts into a text message program, their phone is detected and information is gathered.  Marketers can use this information to improve their mobile strategy to ultimately produce better results.

What kind of data is accessible to mobile marketers?

When a phone is recognized by Mogreet’s system, the following information is automatically collected:

  1. Area codes (geo-location):  While not 100% accurate in terms of current physical location (many people move and take their phone numbers with them), area codes allow marketers to send out offers that have maximum impact at a particular time.  Lunch offers, for example, receive a higher redemption rate when sent via text at 11:45 AM, local time to hit people are in their consideration and discovery state of mind.
  1. Handset information: This information is ideal for promoting an app.  Have an iPhone app? Segment your database to only consumers who have an iPhone and use that information to send them a call-to-action including a link to download your app directly.  This can be done with any app-enabled OS including Windows or Android.
  1. Cellular carrier:  This data allows you to reach just one carrier audience.  Doing a partnership with Verizon? Segment your database to ensure only Verizon members receive a customized promotion.

This data is readily available for all users, enterprise clients and small business through the Mogreet campaign manager webinterface.  For developer clients, this data can be found using the number lookup API.

Can you collect more data?

Yes! Asking your mobile database to provide additional information allows marketers to provide more customized information to subsets on their core messaging database.  Today’s consumers view information as private and very personal so in order to obtain more information offer something of value for received information such as a coupon valid in just one location for zip codes, of the promise of customized messaging for gender detail all provide actionable data.

Another way to collect more data is to include shortened, trackable links such as links within the body of the message.  These links track click throughs and provide you insights on the type of content that your audience likes the most.

Segmenting is key

Another great way to get data from your mobile messaging database is to segment your text blasts.  Break your mobile database up into smaller groups (either randomly, zip code, or time zone for even more data) and test different offers and different times of the day to see what resonates the highest with your core audience.  Each data set will tell you what offer was most effective providing the highest engagement by time of day or regional preference.

Ask for data, right from the start

Some marketers are smart enough to ask for this information at opt-in. Vans Shoes asks during the opt-in what interested and products that the customers want to get messages about, keeping the content highly relevant and personalized for each subscriber.

vans mobile marketing text messaging campaign

By creating a specific menu of text messaging programs, this mobile campaign yields high opt-ins with invaluable consumer data that allows Vans to create customized marketing communications to produce higher ROI.

What can you do with this data?

Data is every marketer’s best friend.  The more data you collect and critically analyze, the more information you have about your customer, the better content you can offer and the higher the ROI.

What do you think about mobile data?  Are you using it in your program?  What other data points do you reference?


About Mogreet
With all of the clutter and confusion about mobile marketing and MMS message marketing on the internet, this blog is to help you with news and tips in mobile marketing. About Mogreet We help brands & agencies communicate via mobile messaging - in vibrant video, images, & audio MMS. Text MMS to 21534 for a live MMS demo. Msg&Data rates may apply.

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