powering mobile relationships and roi with sms, mms, push ...folder$/2016...defining mobile...

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STYLE Deals: Happy Birthday, John! Here’s 50% off everything in-store, on us: http://vbs.cm/41XsO

Powering mobile relationships and ROI with SMS, MMS, Push & Mobile

Wallet Notifications

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TABLE OF CONTENTSExecutive Summary ..................................................................................3

Defining Mobile Messaging .......................................................................5

Mobile Messaging Channel Considerations ................................................6

Mobile Messaging Consumer Data & Trends ..............................................7

SMS – Overview .....................................................................................11

MMS – Overview .....................................................................................14

Push – Overview .....................................................................................17

Mobile Wallet Notifications – Overview ....................................................22

Bringing It All Together ............................................................................25

Mobile Messaging Platform .....................................................................27

Conclusion .............................................................................................33

Before you dive in, text MMGUIDE to 84237 for key

highlights of this report!

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EXECUTIVE SUMMARYThere has never been a better – or more important – time to engage your customers via mobile messaging. Consumers have collectively made the shift to thinking (and engaging) mobile-first. As a result, mobile phones have emerged as consumers’ go-to devices for connecting to the world around them – this includes researching, shopping and communicating with their favorite brands.

This market and consumer shift introduces a variety of engagement channels for marketers. From SMS and MMS to Push and Mobile Wallet notifications, marketers now have unlimited opportunities to acquire and strengthen mobile customer relationships. But this opportunity does not come without challenges.

Marketers looking to build 1-1 mobile relationships must address and plan for channel balance, customer preferences and messaging context in order to drive business value out of mobile messaging. This means marketers need to not only thoroughly understand each individual messaging channel – they need to understand how those channels coexist, and how to successfully orchestrate a messaging strategy across multiple mobile channels.

Leverage this report to understand the data, channels and use cases powering the mobile messaging opportunity. Become an expert, enroll others and create a mobile messaging strategy that’s right for your company.

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M O B I L E M E S S A G I N G B U S I N E S S O U T C O M E S

DRIV ING RESULTSThe world’s most recognizable brands and

retailers are leveraging mobile messaging to drive engagement and ROI results such as these:

A leading retailer found that their average mobile subscriber spends

$322 per year more than their average not-opted in customer,

demonstrating mobile messaging’s ability to drive in-store traffic

and sales.

A leading retailer added 300,000 subscribers to their mobile

database over one weekend – and is seeing upwards of

$18 million in annual mobile attributed revenue from their

now one million-strong subscriber database.

A leading brand’s one million subscribers are generating

$18.5 million in mobile attributed revenue, surpassing their previous

year’s mobile revenue total just eight months into the year.

$18.5MILLION

$322MORE PER YEAR

$18MILLION

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DEFINING MOBILE MESSAGINGMobile messaging can hold a variety of definitions for both consumers and companies. At Vibes, we consider mobile messaging to be content delivered to consumers through four foundational channels: SMS, MMS, Push and Mobile Wallet leveraging Apple Wallet & Android Pay.

SMS

Content delivered or sent directly to or from a customer’s mobile device. Contains text and links.

MMS

Content delivered or sent directly to or from a consumer’s mobile device. Includes visuals, audio & video.

PUSH

Content delivered directly to a consumer’s app, leveraging the app’s native messaging functionality. Includes text, visuals, audio & video.

MOBILE WALLET

Content delivered directly to a consumer’s Apple Wallet & Android Pay app, leveraging the apps’ native messaging functionalities. Includes text only.

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C H A N N E L C O N S I D E R A T I O N SWhile all four channels are key to mobile marketing success, SMS & MMS, Push and Wallet notifications are individually unique. These mobile messaging channels each have their own considerations, optimal use cases and audiences. For marketers looking to make mobile messaging a core element of their strategy, it is important to think holistically about your messaging strategy – while being mindful of the key details that make each messaging channel distinct.

PREREQUISITESMust take action to opt in. Reply “Y” to confirm

REACHBroad reach across all phone types

OTHER CONSIDERATIONS• Limit: 160 characters

• Time-sensitive/guaranteed delivery ideal for SMS

• Messaging that links to offers for in-store redemption

SMS

PREREQUISITESMust download smartphone app and enable Push

REACHUsers who have downloaded your app, across operating

systems and device types

OTHER CONSIDERATIONS• Max for iOS: 256 characters, 80 for display on lock

screen, Android: unlimited, but short messages

recommended

• Drive app usage and engagement with marketing,

service or informational messaging

PUSH

PREREQUISITESMust take action to opt in. Reply “Y” to confirm

REACHBroad reach across all phone types (Phones that accept

SMS are MMS compatible)

OTHER CONSIDERATIONS• Limit: Varies, approx.1MB, some may not be able to

receive MMS from a shortcode on a regional carrier

• Primary delivery channel for rich media

• Conversions 30-50% greater than SMS

MMS

PREREQUISITESMust take action to save content to Apple Wallet or

Android Pay

REACHBroad reach across virtually all smartphones:

• Apple Wallet pre-installed on iPhones

• Android Pay pre-installed on Android devices

OTHER CONSIDERATIONS• Limit: ~88 straight-to-wallet notifications, ~33

characters for location prompts

• Location-aware or time-sensitive notification triggers

• Dynamically updateable once saved

MOBILE WALLET

DATA &

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THIS SECTION WILL HELP YOU:

• Grow your mobile subject

matter expertise

• Better understand your

customers’ mobile habits

and preferences

• Inform your mobile strategy

based on consumer-preferred

tactics and offerings

DATA & TRENDSAs consumer mobile adoption soars, we continue to receive a variety of questions from our customers looking to better understand their customers’ mobile preferences – specifically around mobile messaging. Reference this section to explore the data, emerging trends and strong preferences held by consumers as pertains to opting-in, mobile messaging types and the impact these strategies have on the consumer experience.

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M O B I L E M A R K E T I N G M E S S A G I N GOne of mobile messaging’s key success indicators is its ability to grow a mobile database. For many brands and retailers, the mobile database is the true ‘workhorse’ of their mobile marketing strategy. The database acts as a consistent communication vehicle for delivering exclusive news, updates, alerts and offers directly to consumers’ smartphones.

Furthermore, mobile databases have been proven to drive significant ROI and revenue for marketers. Several clients in Vibes’ Business Outcomes case studies library routinely drive upwards of $15 million per year in mobile-attributed revenue, thanks to mobile marketing messaging.

R E A S O N S T O S U B S C R I B E T O B R A N D / C O M P A N YIncentives or coupons (55%) top the list of reasons to engage with a brand via email/text/social media

55%Incentives or coupons (i.e.,

special sale promotions and deals)

52%Loyalty –rewards points

26%Exclusive content (i.e., sneak peeks of new

products or deals, etc.)

25%Product info & updates (i.e., notifications when new products will hit

stores, etc.)

19%Store news & events (i.e.,

information about new store locations, special

events being held at select stores, etc.)

25%Not applicable — I don’t

subscribe to any

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Receiving incentives, coupons and rewards points are the primary reasons consumers opt-in to mobile databases. And while consumers show a strong willingness to subscribe, they are sensitive to over-communication and messaging that isn’t personalized

R E P O R T & D A T A A V A I L A B L E ! Arm yourself with the latest mobile consumer trends, preferences and data across mobile messaging, along with mobile wallet offers, loyalty and advertising. Grow your mobile subject matter expertise, better understand your customers’ mobile habits and optimize your mobile strategy with the 2016 Mobile Consumer Study:

www.vibes.com/2016mcr

or contextual to them. This is why it’s important to leverage data such as time, location, preferences and purchase history to ensure each message you send is relevant enough to keep subscribers engaged, satisfied and opted-in.

R E A S O N S T O U N S U B S C R I B E F R O M B R A N D / C O M P A N YToo many messages or updates (59%) is the most common reason selected for unsubscribing from a brand

59% 51% 41% 34% 20% 9% 13%Too many

messages or updates

The information wasn’t relevant to me (i.e., I live in Boston, sales in LA stores do not

matter to me)

Too few messages

I couldn’t personalize the

information i did receive (i.e., as a male, I only want alerts on male clothing)

The coupons or incentives

were not good enough

The messages were untimely (i.e., Receiving notice about

sales the day-of)

None of the above

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T R A N S A C T I O N A L , S E R V I C E - B A S E D M E S S A G I N G Most consumers (70%) prefer to receive functional, service-based messages on their mobile devices – such as their payment has been processed or their order has shipped. This is indicative of the trend that marketers, business users, analysts and even our own customers have taken note of – consumers are collectively making the shift to mobile, across all industries.

As a result, it comes as no surprise that an overwhelming majority of consumers (84%) state that service based messaging impacts their decision to choose one company over another. This illustrates the power mobile messaging has to serve as a key differentiator for consumers weighing which companies to give their business to over others.

R E P O R T & D A T A A V A I L A B L E ! We’ve received a variety of questions from our customers looking for the best way to approach service-based messaging. Learn more about the impact transactional messaging can have on your company and consumers. Download the 2016 Transactional Messaging Consumer report for the latest data, trends, insights and strategies you’ll need to capitalize on this new mobile opportunity: http://www.vibes.com/resources/transactional-messaging-consumer-report/

Absolutely no impact

Some impact

Significant impact, I would definitely switch to

16% 55%

29%

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PRIMARY CHANNEL USE CASE

• Build opt-in mobile database

of mobile subscribers

• Leverage mobile database

to deliver personalized,

contextually relevant content

such as offers, news and links

• Spans both marketing and

service content

SMS OVERVIEWSMS -- also known as text messaging -- is the de-facto way people interact today, with Americans sending out five times as many texts compared with the number of phone calls they make each day1. Given the comfort level consumers have with texting, it is only natural that brands and retailers would tap SMS as a key mobile messaging channel, and as the foundation that their mobile database is built on.

Text messages have the ability to be personalized, and often contain links driving to coupons, offers, websites and other experiences. But what really makes SMS powerful is its unparalleled reach. Virtually every phone in-market can receive SMS, and brands leveraging SMS successfully reach over 95% of their mobile audience, whether they have a smartphone or feature phone.

1) International Smartphone Mobility Report, Informate 2015

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CONSIDERATIONS• Today’s most common communication channel

• 97% read within three minutes of delivery

• Consumers sensitive to over-communication

• Virtually 100% reach and guaranteed delivery

TIPS• Segment your audience

• Personalize messaging with name, messaging

preferences and more

• Always take time into consideration before

messaging

• Keep it short, sweet and actionable (provide post-

click destinations when appropriate)

DO

• Business critical info/news/

updates

• Instant, actionable

information

• Link delivery (mWeb

destination, mobile wallet

content)

• Event/action-based

messaging

• Two-way communication

with customers

• User authentication

DON’T

• Lengthy messaging (160

max characters)

• Receipts/confirmation codes

(may be difficult to find/

reference later)

USING SMS

IDEAL CONTENT FOR

• Important, time sensitive messaging meant to be read upon delivery

• Informational messaging that’s concise:

Containing value-add content, reminders, alerts

• Personalized messaging that is time and location sensitive – context is

key to delivering messaging customers will find valuable

NOT IDEAL FOR

• Messages exceeding 160 characters

• Over-delivering non-critical messaging

• Customers likely to opt-out if over-messaged

There are several prerequisites and key considerations to take into account before engaging your audience via SMS. Reference this page for background, basics and context on SMS marketing.

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SMS USE CASES

The number of marketing and transactional use cases for SMS are virtually limitless. Reference this page for some of the most common in-market use cases driving results today.

OFFERS

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BILLING

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ALERTS

STYLE VIP: Get ready! Our exclusive 24-hour VIP sale begins tonight. 50% off everything in-store. Txt STOP to quit

SHIPPING

STYLE Shipping: Your recent order #12345 has just shipped and should arrive in 3 business days. Msg and data rates may apply; txt STOP 2quit; txt HELP 4info

3:45 PM

MESSAGE

CARRIER

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• Add an interactive element

to your mobile database

engagement strategy

• Work alongside SMS to

drive new opt-ins and keep

subscribers engaged with

videos, images, offers, GIFs

and more


service content

MMS OVERVIEWMMS has many of the same value-adds for marketers that SMS does. While standard SMS focuses on text-only communications, MMS focuses on delivering multimedia experiences to consumers that incorporate visuals, audio, video and more. Today, virtually any phone capable of receiving text messages is MMS-enabled too. This gives you the ability to capitalize on nearly 100% of the addressable mobile market with interactive messaging.

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CONSIDERATIONS• Among mobile’s most versatile, interactive

communication channels

• Includes: Text, address/calendar files, image (jpeg,

PDF), audio, motion graphics, video, dynamic video

• Similar performance metrics to SMS, through higher

cost per message

TIPS• Use a mix of SMS and MMS when messaging

customers

• Create unique content for MMS, don’t rely on

repurposing existing content

• Leverage customer data to personalize MMS

content

DO

• Deliver pictures, video,

mobile wallet content directly

to customers

• Set up CTAs customers

can text into to ‘mobilize’

interactive experiences to

influence behavior

• Activate print media with

SMS or QR code CTAs to

bring ads to life and direct

customers to interactive

content

DON’T

• Overcommunicate

• Deliver messages better

served through other

channels

USING MMS

IDEAL CONTENT FOR

• Delivering pictures, video, mobile wallet content and virtually any other

type of interactive content

• Activating text-in CTAs that enhance the in-store or in-venue

customer experience

• Activating print media with mobile CTAs

NOT IDEAL FOR

• Delivering mission-critical messaging

• Delivering information better served through a mobile web experience

There are several prerequisites and key considerations to take into account before engaging your audience via MMS. Reference this page for background, basics and context on MMS marketing.

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MMS USE CASES

There are a variety of interactive inbound and outbound MMS use cases for marketers and brands. Reference this page for some of the most common in-market use cases being used to drive results today.

I N B O U N DCustomer sends product imagery to brand

O U T B O U N DVideo product preview and showcase M

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3:45 PM

MESSAGE

CARRIER

Send

Hey Style, do you have these jeans in a size 32? The STYLE Boot Cut

3:45 PM

MESSAGE

CARRIER

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PUSH

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• Engage customer segment

who have download

mobile app

• Re-engage users who haven’t

opened app recently

• Personalize Push notifications

and include news, updates

and deep link into specific

app pages


service messaging

PUSH OVERVIEWPush notifications to the app are one of mobile’s most versatile communication channels. Consider it your direct line of communication to one of mobile’s most valuable customer segments – your app users. There is no doubt that Push is a mobile channel on the rise. The app ecosystem continues to grow, and at present well over half of users enable Push on their mobile phones.

Perhaps more than any other mobile channel, what makes Push unique is the variety of forms it can take. From Simple and Rich Push to lock screen notifications and app badging, both brands and consumers have their say in how these messages are delivered by the brand and how they are received on consumers’ smartphones. This makes Push one of the most powerful mobile messaging channels at your disposal.

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PUSH

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CONSIDERATIONS• The default communication method for apps

• Can appear on recipients’ lock-screen or within

notification center

• Can be less intrusive when delivered directly to

app inbox

• Limited reach, only to those with your app

TIPS• Keep messaging simple and brief

• Strong CTAs increase user engagement

• Present preference center options to deliver right

content to users

• Lifecycle messaging is critical to keeping

consumers engaged

• Do not over-send

DO

• News or information that

drives people in-app to

engage or perform a task

• Time-sensitive information or

important alerts

• Exclusive offers, surveys and

relationship building content

• Messaging that can benefit

from user location

DON’T

Delivering information recipients

will need to access later

• Messages can disappear

after being swiped if no

message center is set up

Delivering private or sensitive

information directly to customers’

lock-screens

• Info better served as a

Direct-to-Inbox Push

USING PUSH

VARIOUS PUSH NOTIFICATION TYPES

SIMPLE

Send basic text Push notifications to your audience

RICH

Send notifications to your audience that directs them to rich content

DIRECT-TO-INBOX

Deliver rich content to your audience without a notification

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SIMPLE PUSHSIMPLE, POWERFUL CUSTOMER ENGAGEMENT

IDEAL FOR

• Important messaging meant to be read

upon delivery

• Informational messaging that’s concise:

Containing value-add content, reminders, alerts

• Personalized messaging that is time and

location sensitive – context is key to delivering

messaging customers will find valuable

• Driving app engagement based on

lifecycle usage

NOT IDEAL FOR

• Messaging better served in a format other

than text: images, audio, video

• Long notifications that will clutter consumers’

lock-screens

• Messaging containing sensitive info recipients

would rather keep private

• Over-delivering non-critical messaging:

Customers likely to turn off Push if lock-screen

is over-messaged

SERVICE

LIFECYCLE

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PUSH

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RICH PUSHVIVID, DYNAMIC CUSTOMER ENGAGEMENT

IDEAL FOR

• Interactive, branded experiences

• Engagements deeper than a simple notification

• Web landing pages, videos, images, surveys

and more

• Offers and coupons that users can find and

reference in the message center

• Delivery: Push notification drives users to the

in-app content

NOT IDEAL FOR

• Messaging better saved in a text-only format

• I.e. alerts, transactional/triggered

notifications

• In-app content or experiences that do not give

customers anything to react to.

RICH PUSH CONTENT INSPIRATION

SPONSORSHIPIn-app landing pages with exclusive interactive content

3:45 PMCARRIER

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PUSH

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DIRECT-TO-INBOXSUBTLE PUSH, DELIGHTFUL CUSTOMER ENGAGEMENT

IDEAL FOR

• ‘Surprise and delight’ messaging and

experiences that drive people in-app to rich

content

• Messaging that does not need to be read

immediately upon delivery, and does not require

you to interrupt your customers

• Messaging containing private or sensitive info

customers may not want appearing on their

lock-screen

NOT IDEAL FOR

• Critical messaging that you would want

customers to read upon delivery

• Weather, claims, maintenance alerts, etc…

• Time or location sensitive messaging or rich

experiences that you would want to immediately

alert customers to

DIRECT-TO-INBOX USES CASES

Opportunities to leverage Direct-to-Inbox push

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• Notifications serve as go-to

strategy for communicating

with customers who have

saved branded content to

Apple Wallet & Android Pay

• Notifications include offer

expiration reminders and

loyalty point balance updates


service messaging

MOBILE WALLET NOTIF ICATIONS OVERVIEWApple and Google forever changed the mobile marketing landscape when they launched their mobile wallet apps. Now called Apple Wallet & Android Pay, these apps mobilize consumers’ offers, coupons, loyalty cards, tickets and more. But for marketers, the ability to have their branded content stored in consumers’ mobile wallets is just the beginning.

The emergence of Apple Wallet & Android Pay also introduced built-in functionality that allows marketers to message customers through saved mobile wallet content to drive offer redemptions and dynamically update content. These notifications have a look and feel similar to Simple Push and help keep your brand top of mind – and of wallet with your consumers.

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CONSIDERATIONS• Mobile’s emerging communication channel

• Notifications can be triggered by both time and

location

• Different, yet similar customer experiences for

Apple’s Wallet & Android Pay

• Drive traffic, sales and offer redemptions

• Update offers in real-time

TIPS• Geo-tag Apple Wallet & Android Pay content with

locations relevant to customers

• Deliver notifications when dynamically updating

Apple Wallet & Android Pay content

• Activate SMS, MMS, Emails and offline marketing

touch points with ‘Save to Wallet’ functionality to

drive engagement, installs

DO

• Driving engagement back

into mobile wallet (Apple

Wallet or Android Pay)

• Timely, automated

notifications when customers

in close proximity to location

• Quick, ‘punchy’ messaging

(42 characters max)

DON’T

• Post-click experience

delivery

• Receipts/confirmation codes

(may be difficult to find/

reference later)

USING MOBILE WALLET NOTIF ICATIONS

IDEAL CONTENT FOR

• Messaging meant to drive action (in-store visits, redemptions

and more)

• Reminder notifications to keep consumers aware of the content in

their mobile wallets

• Quick, location-triggered prompts to notify consumers when they are

within close proximity to a store location

NOT IDEAL FOR

• Lengthier messaging that requires more than 40 characters

• Messaging containing sensitive information consumers would not want

appearing on the lock-screen

• Messaging that would be better delivered through an interactive

format like video, audio or imagery

There are several prerequisites and key considerations to take into account before engaging your audience via Mobile Wallet Notifications. Reference this page for background, basics and context on messaging to mobile wallets.

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MOBILE WALLET NOTIF ICATION USE CASES

Leverage mobile wallet notifications for a variety of use cases, including offer reminders, loyalty messaging and more. Reference this page for some of the most common in-market use cases being used to drive results today.

LOYALTY MESSAGING TO PROGRAM MEMBERS

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“HOW DO WE BRING IT ALL TOGETHER?”

Is asked by many brands, retailers

and companies alike. In our

experience, creating a holistic

mobile messaging strategy boils

down to three core questions

marketers must answer:

1) What is our messaging mission?

2) What content works best and fits

with our brand?

3) Which customers do we want

to engage, do we have the right

data available?

BRINGING IT ALL TOGETHER

There is no shortage of brands and retailers leveraging mobile messaging to engage their customers. SMS & MMS, Push and Mobile Wallet messaging are commonly found in marketing and consumer-facing programs across a variety of industries. However, while well-executed orchestration of these messaging channels is still rare, this is rapidly changing.

Today’s mobile consumers expect to be engaged at the right place, at the right time – and through their messaging channel of choice. This means that for marketers, having the ability to communicate (and communicate well) across SMS & MMS, Push and Mobile Wallet is critical to the growth of the mobile arm of their businesses.

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B R I N G I N G M E S S A G I N G T O G E T H E R

1 WHAT IS OUR MESSAGING MISSION?

Before launching a mobile messaging strategy, marketers and their mobile partner must define the reasoning – the why – for messaging their customers in the first place. We at Vibes have identified five core ‘missions’ for brands and retailers looking to engage their customers through mobile messaging:

• Acquire more customers

• Increase frequency and basket size

• Streamline business operations

• Drive loyalty

• Increase conversion & app downloads

Based on your organization’s goals, your mobile partner should work with you to create a strategy that taps the appropriate mobile channels to achieve those goals. And perhaps more importantly, help you prove to your organization that you achieved them, too.

3 WHICH CUSTOMERS DO WE WANT TO

ENGAGE, DO WE HAVE THE RIGHT DATA AVAILABLE? Once your messaging purpose and content have been defined, the final step in launching a mobile messaging strategy involves tapping the right databases for delivery. The most common systems and databases our clients leverage for engagement include:

• CRM

• Email

• Loyalty

Your mobile partner should act as your go-to resource in this area. Vibes’ approach is to guide you through strategy, integration and delivery planning that goes into leveraging databases and business intelligence to execute on a mobile messaging strategy. A true mobile partner will understand how to use your business insights to inform message personalization. This includes enhancing mobile messages with customer names and loyalty IDs – and delivering messaging through your customers’ preferred mobile channels.

2 WHAT CONTENT WORKS BEST?Once you have defined

your mobile messaging mission, an important next step is to identify the content and messaging you will be sending out to your mobile customers. This involves working closely with your mobile partner to:

• Define your brand’s ‘voice’ in mobile

• Create a content calendar

• Craft the actual messages that will be delivered to customers

Based on your goals, your mobile partner should be able to work with you to create a content calendar that ties into important dates and times for your company. They should also feel comfortable crafting messaging that aligns to your brand’s consumer-facing voice. Each message your mobile partner delivers to your customers must look and feel like it is coming directly from your brand – because to your customers, it is.

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USE THIS SECTION TO...

Explore the various roles Catapult

plays in helping our mobile

marketing clients build and launch

mobile messaging campaigns

across virtually any mobile

messaging channel.

• Create

• Personalize

• Orchestrate

• Deliver

• Optimize

MOBILE MESSAGING PLATFORMGiven the personal, intimate nature of mobile messaging, leveraging a technology platform is vital to the marketers, brands and retailers alike looking to manage mobile relationships at scale. This is where Vibes’ Catapult platform comes in. Catapult’s mobile messaging capabilities span all mobile channels, and are built on a legacy of best practices and expertise that span nearly two decades.

As a result, Catapult is the go-to mobile relationship management platform for some of the world’s biggest brands. These brands use Catapult to create, personalize, distribute, report and optimize their mobile messaging engagement programs, all through an easy-to-use interface that saves time and resources.

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CREATEPACKAGED, EASY-TO-USE TEMPLATES AND PROGRAMS ACROSS ALL MESSAGING CHANNELS

The first step to any mobile messaging program is creating a new campaign, setting your time/duration and audience parameters, and creating message content. These are all basic, fundamental mobile messaging program creation steps that should be available in your platform’s UI and made easy for you to access. This involves choosing your campaign type, selecting the subscriber segment to engage (SMS shortcode, App users, etc.), and inputting critical details like keywords, message types, compliance (when applicable), message copy and more.

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PERSONALIZE & SEGMENTINCORPORATE CRM INTELLIGENCE INTO ANY PROGRAM

Personalizing mobile messaging campaigns at scale is a key feature you should look for in any mobile relationship management platform. Use in-platform tokens to enhance your mobile messages with unique identifiers such as customer name, loyalty ID number, birthdays, anniversaries and more. Furthermore, leverage integrated customer CRM data to segment your customers and target them with behavioral and preference specific messaging. This ensures you’re delivering the offers, news and other content that tie-in directly to each customers’ needs and interests, and has enabled our customers to drive millions in mobile attributed revenue from their mobile programs as a result.

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ORCHESTRATESELECT IDEAL CHANNELS FOR MESSAGE DELIVERY

Once you have created your mobile messaging programs and set personalization, targeting and segmentation parameters in place, your mobile platform – and team – should have the capabilities and expertise in place to leverage the right channel for your mobile messaging. Whether it’s a large-scale delivery to your opt-in SMS mobile database, or it’s smaller, time-triggered notifications to your mobile wallet customers – your platform and team should have the technical and strategic capabilities to ensure your messages are being delivered through the ideal mobile channels.

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DELIVERTIER 1 AGGREGATION AND HIGH-VOLUME MESSAGE DELIVERY BUILT-IN

Delivering enterprise-scale mobile messaging requires leveraging an enterprise-scale platform to guarantee message delivery is smooth, timely and ultimately successful. Tap a platform partner who is a Tier 1 Aggregator with connections to all major carriers, and who also has similar industrial-strength focus and capabilities around Push and mobile wallet distribution to ensure similarly guaranteed delivery across every mobile channel available in-platform, and virtually 100% uptime to ensure program stability and consumer satisfaction.

1 of 4

Tier 1 aggregators to all US carriers

#1 issuer

of Apple Wallet & Android Pay content in US

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OPTIMIZEMEASURE SUCCESS WITH IN-DEPTH REPORTING AND BENCHMARKS

Leverage a mobile relationship management platform that offers both a bird’s-eye-view your mobile marketing programs across all channels, while also providing you with the in-depth reports you’ll need to analyze and optimize your programs individually. It is here that good mobile marketing programs, become great mobile marketing programs. Benchmarks in-platform to give you reference point for what program success looks like, and engagement results to strive for.

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CONCLUSIONWith nearly two decades spent leading and innovating in this space, our experience tells us that mobile marketing is a foundational element to a brand’s strategy. Think of mobile messaging as your brand’s lifeline, a direct and secure communication strategy to an individual’s most personal device. Mobile messaging not only keeps your brand top of mind, but top of phone as well – which is key in reaching today’s mobile-first consumers.

With mobile marketing comes a variety of perceived challenges, however, marketers cannot afford to miss out on the opportunity to build mobile relationships with their customers. We have seen mobile

messaging’s ability to power brand engagement strategies and move the ROI needle in dramatic ways for organizations. While the mobile messaging business outcomes being achieved by our clients are powerful, they are not unique to their respective organizations. Realizing true mobile ROI is not an exclusive club, and we know from experience that this kind of success can be replicated for other brands – including yours.

Vibes would love to learn more about how we can help your brand find its mobile messaging voice. To learn more, reach out to us at [email protected] and visit us at vibes.com.

powering mobile relationships and roi with sms, mms, push ...folder$/2016...defining mobile...

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