Question

Topic: E-Marketing

Mobile Marketing Effectiveness Monitoring

Posted by Anonymous on 6/23/2009 at 12:09 PM ET 250 Points
Hi,

We are a Tech company developing solutions to an array of Industries, including Mobile (specifically SMS) marketing solutions. A prospective client, in the banking sector is interested in our service. They have been using mainly billboards and print media for all their advertising. Now before they try out the mobile medium, which is relatively new in the market they operate, they need a means to monitor/gauge its effectiveness. They are not interested in a recipient responding to a marketing message by SMS, but rather a call to action being followed. For example they may be interested in soliciting more deposits from their existing client base, so the measure of success would be the number of people who made a deposit after receiving the message. They may be running the Mobile campaign in parallel with similar campaigns in other media. I am not sure how they can achieve such requirements in a medium such as newspaper. We are mainly a Tech company and our marketing expertise is constrained.

I would like to hear your suggestions on how we can develop a solution to help this particular client, so they gauge the effectiveness of the SMS medium. Please keep in mind that we will not be integrating any of our systems with their banking systems, and its in our best interests to minimise the impact of the solution on their current business process.

Kindly assist
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RESPONSES

  • Posted by Pepper Blue on 6/23/2009 at 6:13 PM Accepted
    You probably know that the same website tools that work on the desktop Internet do not work on the mobile/text/SMS web. They are different technologies so you need to look at specifically developed mobile web analytics software packages that will track detailed information (such as type of phone used) and analytics. The detail and amount of information/analytics these application provide is amazing and you will have to check with each vendor on what they offer and to see if it does what you need it to do and compare costs.

    Check out these for a start- there are more, search for variations of "mobile analytics". These sites also have valuable information - whitepapers etc.:

    www.bango.com
    www.mobilytics.com
    www.admob.com

    Also, don't count out the time-proven method of including a simple tracking code on the call-to-action medium. They are especially helpful when tracking from major media sources.
  • Posted on 6/24/2009 at 12:57 AM Author
    Thanks Pepper Blue. I have looked at the links you posted. Most of the analytics/metrics tools I have seen around seem to focus on mobile websites/content/apps/end user devices etc. However, this particular client is interested specifically in SMS marketing. And, metrics such as Messages Delivered/Failed aren't good enough. They want a means to track the results of the SMS ad campaign.

    I am interested to hear more about the tracking code method, in the realm of SMS. How could we best implement it, in a way that doesn't entail a considerable change of business process. Like in the example I gave, where the bank seeks to solicit deposit from their existing customers, what would be the best solution for the marketing team at the bank to monitor performance of the SMS medium, for this particular purpose, with as little amount of strain as possible to the other departments of the bank (i.e. the tellers etc)

    Thanks again Pepper Blue.
  • Posted on 6/28/2009 at 12:25 PM Author
    Assistance anyone?
  • Posted on 7/5/2009 at 1:31 PM Author
    I have yet to receive an answer for this question and I am afraid it might be closed. Anything I can do to extend its existance?
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