A Win-Win: The FCC Ruling that Protects Mobile Marketers and Consumers Alike

The latest FCC ruling on Mobile Text Message Marketing is a win for all parties.  This ruling protects and empowers consumers as well as mobile marketers using text message communications to engage with their customers.

The declaratory ruling, released on Thursday, states that companies and organizations who participate in text message marketing may follow MMA best practices and send one final text message to consumers opting out of a mobile program, confirming the requested opt-out. This automated response message’s sole purpose is to reassure user is they are being permanently opted out of a program.

This legal case was based on complaints filed under the Telephone Consumer Protection Act (TCPA) from consumers who said that since they had opted out, they did not want to receive an additional text message confirming their actions.   This controversial issue caused many marketers to shy away from continuing their text message marketing programs despite remarkably high program results. Now that the FCC has made a final decision in favor of letting mobile marketers confirm an opt-out via one last message, brands and marketers should no longer fear the use of text message marketing.

Unlike many industries, mobile marketers are held to strict standards and best practice guidelines from leading institutions such as Mobile Marketing Association and CTIA. These guidelines allow consumers receive the content they want from their favorite brands and companies without their information and mobile number being sold, abused or spammed.

As AdWeek noted this morning, Mogreet was one of 11 companies who supported Soundbite’s petition to bring more transparency and clarity to the FCC and consumers who might not have understood the purpose of the final opt-out text message. We as a text message marketing company are pleased that the FCC understands and supports the permissions-based marketing model and have officially stated that this is not a violation to consumers who choose to participate in and also to discontinue their text message programs.

What do you think about this ruling?

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? Read more of this post

MMS Text Message Campaign Highlight: Cox Media Group Radio Station – 10 schools, 10 cheers, 1 winner

From time to time, we cannot resist highlighting one of our client’s text message marketing campaigns. The campaign is backed with so much enthusiasm we have to write about it!  And this MMS text message program has all of the elements of a great promotion, it has vibrant creative, with widespread promotion and the contest offers participants a highly valuable prize. What makes this text message contest so great is the sheer number local participants.  It is rare for one SMS or MMS marketing campaign to engage so many members of one local community!

The 2012 Gridiron Invasion is the brainchild of Cox Media Group radio station, The New 93Q in Houston, Texas.  Sponsored by nationwide Pizza restaurant chain, Papa John’s, this program highlights 10 local Houston high schools who are competing for a live concert on campus with American Idol’s Lauren Alaina.  Each schools’ cheerleading team came to the radio station and performed their favorite cheer on air.  Radio listeners and school fans are invited to text in the name of their school to the shortcode 70123.  The school with the most votes wins the live concert.

cox media group text message marketing campaign

Are you in the Houston area?  Join in the fun!  To learn more about the 10 schools competing or about the competition itself, go to http://www.gridironinvasion.com/. Msg & data rates may apply.

Mobile: The New Political Platform

There’s no doubt that mobile usage is shaping a new era of political participation and discussion. In 2008, the giant communication channel for political chatter was on Facebook and Twitter. Although social still has a heavy viral reach, Americans took their mobile device to share their thoughts through text, donations, and flooded mobile app, Instagram, with pictures of “I Voted” stickers to show off their pride in making their vote count.

In a new infographic by mobile payments company, Payvia, they collected new statistics that illustrate the modern wave of mobile engagement during this year’s Presidential Election.

Some highlights:

  • 90% of American keep their mobile within three feet, 24 hours a day
  • 60% of smartphone users said they would vote via mobile
  • 89% of 18-24yos spend between 1 and 5 hours on their mobile device each day
  • Half of 18-24yos discussed the election via mobile
  • Romney and Obama both used mobile as the exclusive communication channel to announce their VP selection

View full article to see entire infographic

Read more of this post

Win a Super Pass (VIP) to CTIA’s MobileCon!

***UPDATE – CONTEST HAS ENDED – WE HAVE SELECTED 4 PEOPLE WHO SUBMITTED THEIR INFORMATION ON THURSDAY, OCT 5***

As CTIA’s exclusive SMS/MMS text messaging provider, we have 4 Super Passes for next week’s MobileCon up for grabs. This is considered a VIP pass that gives you All-Access to MobileCon. The price is normally $1,195 per pass for members and $1,295 for non-members. The event is in San Diego, California on October 9-11.

MobileCon is an annual event hosted by CTIA to bring together mobile industry experts and enterprise professionals to learn and discuss today’s hottest mobile trends and the most pressing issues in mobility.

Topics include:

Apps

Cybersecurity

Vertical Solutions

Mobile IT solutions & strategy

Mobile Cloud

BYOD & more!

Some of the speakers include:

Scott Griffith, Chairman and CEO of ZipCar

Robin Bienfait, CIO of RIM, Blackberry

Tayloe Stansbury, SVP and CTO of Intuit

We would love to see you there! Enter to win a Super Pass by entering your information here:

You will be contacted by the end of day Thursday, so you can plan your trip to Sunny San Diego!

For SMS/MMS alerts from CTIA about their events including MobileCon, text CTIA12 to 97577. Msg&data rates may apply.

Welcome to the ‘Text Generation’

Forget calling today’s youth demographic the “Next Generation”, they have definitely earned the label of “Text Generation” with their almost addictive usage of mobile text messaging. But it’s certainly not limited to just sending text only – it’s all about multimedia based text messaging, sharing photos, video and more.

teen texting mobile marketing

It may not be such a surprise to today’s parents, but it’s a turning point for marketers and brands that want to communicate with these tech savvy teens. 77 percent of teenagers ages 12 to 17, have a cellphone (Pew Internet, 2012). With teens, ages 14 -17, sending an average of 100 text messages per day, a 40 text increase since 2009 (Pew Internet, 2012), they have no problem adding their favorite brands and retailers into their frequent text messaging communications.

Leading young women’s fashion retailer, Charlotte Russe tailored their entire mobile marketing program around the behavior they saw in store from their customers who were texting pictures of clothes and accessories to their friends and family to get feedback before their purchase. Charlotte Russe created their text messaging program as a way to create a dialogue, stay ‘top of mind’ and ultimately drive in-store traffic. Since the program launched, the retailer has seen a 10X increase on ROI on SMS and MMS messaging compared to their email marketing efforts.

Teenagers command a massive shopper demographic with over 30 million teens wielding more than $200 billion in buying power (Research and Markets, 2011). Teens are amongst the most difficult demographics to breakthrough to on social media, email and traditional channels of marketing as they are bombarded by hundreds of advertisements in one day and tend to rely heavily on friend approvals and recommendations.  This is why it is key to note their high number of subscriptions for text marketing databases for brands that are highly relevant to their daily lives.

When considering text message marketing it is key to remember that you are not limited to just plain text SMS.  Marketers can and should harness the power of multimedia videos, images, and social media integrations with MMS when outreaching to Generation Text. Using fully branded (and opted in databases) MMS text message marketing give marketers an opportunity to deepen engagement with a captive audience that is interested in receiving offers, product information, or contests on their mobile phone. To learn more about how MMS messaging drives results within the Text Generation market, download this case study.

For more tips and insights on text marketing, check out these articles or contact us at info@mogreet.com to answer your questions.

16 Tips for Driving Sales, Engagement and Loyalty with SMS/MMS messaging

Last week Mogreet, Charlotte Russe and the Mobile Marketing Association held a webinar to discuss the return on investment (ROI) of text message marketing.

Below are several highlighted points from that event.  If you have any questions on how high the ROI can be, or how to maximize a SMS/MMS marketing program, we strongly recommend you listen to the webinar replay.

If you don’t have time to listen but want a high level overview of how Charlotte Russe activates the hundreds of thousands of customers in their text message database, the slides are embedded at the end of this post.

Now on with the 16 webinar highlights!

  1. Text message marketing speaks to consumers at all parts of the purchase funnel.  It can raise awareness, drive consideration, encourage purchase, fuel advocacy (especially if you include social sharing links!) and of course build loyalty.
  2. Did you know?  SMS/MMS builds relationships but it also drives immediate response
  3. Building a database is the marketer’s first challenge.  Promote it as much as you can!  Websites, email signatures, and in store signage
  4. In store signage + compelling offer of value to your consumer, drives MMS/SMS database opt-ins and fights showrooming
  5. The difference between SMS and MMS?  MMS messages include fully branded multimedia
  6. Why SMS/MMS?  Customers are mobile-centric, no education is required, 98% of today’s phones can receive texts and texts are usually opened within 3 minutes of receiving them
  7. When looking at mobile budget allocation, Charlotte Russe notes it is not expensive to use SMS/MMS especially considering the successful ROI
  8. Did you know? Coca-Cola allocates 70% of their mobile marketing budget to SMS/MMS marketing
  9. Charlotte Russe chose SMS/MMS because it was the number one tool used by their customers
  10. Charlotte Russe uses a mix of SMS and MMS. They see an average of 3x the redemption rate with MMS vs SMS
  11. When comparing text marketing and QR codes, Charlotte Russe saw a 10x increase in opt-ins to their SMS/MMS program over QR code scans.
  12. You don’t need Wi-Fi to view rich content from MMS messages; MMS supports video, audio and more.  There are no extra fees for the customer to receive MMS
  13. If you make sure that every message you send is valuable to your customer, you will see a much lower opt-out rate of your database
  14. Consider creating unique content, don’t rely on repurpose existing content or offers that consumer can find elsewhere
  15. MMS/SMS has 10% the click thru rate compared to apps (3.6%)
  16. What not to do with SMS/MMS? Don’t spam, don’t be irrelevant, be clear about frequency and timing and don’t forget legal information

One last note, before you start your SMS/MMS program please make sure your mobile vendor can process mobile video (ask for a live demo, don’t just look at something already on their phones!), and that they adhere to the text message rules created by MMA and CTIA.  If they do not, you could be in legal water for spam messaging!

View the slideshow below or download the webinar slideshow for even more tips, tricks, suggestions and examples of how you can drive sales, engagement and ROI with text message marketing.

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