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7/30/2019 Textlocal British Mobile Marketing Report 2012
1/19
The Great British Mobile Marketing Report
Research
In association with
insidemobile
Textlocal 2012
text
local
Business mobile messaging
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2/19
Foreword by AlastairShortlandMobi le cont inues to grow at a rapid pace and marketers are
cont inual ly imp lement ing mobi le m essaging, mobi l e web, QR codes,
mobi le adver t i s ing and appl i cat ions in to the i r market ing e f for ts to
reach consumers on the move.
Narrowcast channels such as mobile are out-gunning email and
other di rect response media due to target ing accuracy, cost
ef f ic iencies but i t is the incredib le open rat es and response rat es of
mobi le messaging that wi ns every t ime.
However , over the past few years , w i th the cont inua l r i se o f
smartphone usage, and more people accessing informat ion onl ine
via thei r phones, mobi le has become a major player in the overal l
market ing mix , and nowadays the m ajor i t y o f campaigns out t here
have a mobi le element t o them.
There are many ways mobile can be used for businesses to boost
prof i t s , communicate w i th customers and run e f f i c ient operat ions,
but th is year mobi le messaging has come out on top. Ofcom have
even stated that text ing has overtaken talk ing in the UK, but are
businesses underest imat ing how mobi le can support , compl iment
and boost t hei r market ing st rat egy?
One thing is clear i ts here to stay.
Alastair Short land, Text local CEO and Founder
Research The Great British Mobile Marketing Report 2012
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The Great British Mobile Marketing Report 2012Research
Page 3A bit about us
Page 4&5.About the report
Page 6Educate me
Page 7&8.The power of text
Page 9Digital marketing rules
Page 10.Time to embrace mobilemessaging
Page 11....Communications. Its
confirmed
Page 12...Mobile marketing on the
rise
Page 13.SMS Vs. Email
Page 14.SMS & mobile web trump
apps
Page 15......Most used mobile marketing
services
Page 16....The mobile marketing
budget
Page 17.The future
Contents
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A bit about us
We are Text local . We provide onl ine mobi le market ing and
communicat ion services for businesses. We enable UK businesses
from smal l SMEs to mul t i -nat ional companies, to instant ly
communicate on mass wi th customers, members or staf f through
the medium of the mobi le phone.
Founded in 2006, Text local s goal has always been to br ing text
message market ing to the UK business market and unl ike i tscompet i tors, enable any size of business to do this wi th costs
st art ing f rom as l i t t le as 2.4p.
The Textlocal ethos is about providing businesses with a
Do-I t -Yoursel f automated system, put t ing the power in thei r hands.
The result is Messenger an award winning onl ine messaging
plat form. The user can craf t mobi le market ing campaigns, develop
messages, and pay onl ine in a matter of minutes. Messenger offers a
variety of easy to use services enabl ing cl ients to easi ly
communicat e wi t h cust omers in j ust a few cl icks.
Today, we work with over 96,000 businesses from al l sectors and of
al l s izes, f rom counci ls and universi t ies, to big c l ients l ike Google,
Marie Curie, Engl ish National Opera, Shel l , Pizza Hut and
Greenpeace. Through Messenger we now send mil l ions of textmessages every month, making other businesses more prof i table
through mobi le market ing and communicat ions.
Research The Great British Mobile Marketing Report 2012
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About the reportin association with
With the support of Mobi le Market ing Magazine, we developed the
quest ions in th is survey to obtain informat ion about the business
sector and i ts approach to mobi le market ing, and was derived to
meet the f o l lowing key ob ject i ves.
Survey Objectives Consul ta t i ve quest ions to exp lore a t t i t ud ina l and budgetary
fac to rs
Underst and general market ing channels used and wher e
mobi le market ing f i t s w i t h in the market ing mix
Explore business s current and fut ure use of mobi le
market ing by type of ac t i v i t y (promot iona l , cust omer serv ice
e tc . )
Explore mobi l e service adopt ion and t he propensi ty t o
purchase new services (apps, locat ion based, r ich content
e t c . )
Underst and t hei r v iews on t he success or other wise of mobi le
market ing act i v i t y
Explore buying behaviour in t erms of select ing mobi l e
market ing providers
Gather infor mat ion on t he company and decision making
process
Research The Great British Mobile Marketing Report 2012
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This report is based on a survey of 600 cl ient-side respondents. We
used our own research to uncover the changing needs and uses of
mobile marketing for SMEs across various business sectors and
regions. We canvassed opinion at a granular level to provide you
wi th knowledge and insight , backed up by stat ist ics and cut t ing
edge thinking. This report wi l l prove invaluable to business
prof essionals, market ers and anybody making a decision on w het her
business mobile messaging is for t hem.
I t has been designed to be pract ical and thought provoking, and to
help you dr ive your mobi le st rategy forward, based on fact and real
opinion.
I t focusses on needs, preferences, as wel l as current and future
usage of mobi le market ing amongst UK smal l to medium
enterprises.
Interest ingly, t he report s uncovers t hat nar row cast channels such as
mobi le market ing are out-gunning emai l and other di rect response
media due to target ing accuracy and cost ef f ic iencies, but
businesses are st i l l unaware of the incredible open rates and
response rates of mobile messaging. From this research we know
that there needs to be more educat ion for businesses to dispel anymisconcept ions and unvei l the t rue power of mobi le.
Research The Great British Mobile Marketing Report 2012
About the reportin association with
5
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Educate me
Even t hough 40.6% of respondent s underst and t he use of t he m obi le
market ing, 59% st i l l aren t using i t . We know t hat m ost businesses
wi l l be aware of mobi le messaging, but the gap in the level of
understanding indicates that there needs to be a focus f rom
suppl iers to educate businesses about i ts ful l potential .
Q1. How would you rate the understanding of the potential uses
and benefi ts of mobi le market ing to your business?
The Great British Mobile Marketing Report 2012Research
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Understanding thepower of text
Research
Q2. Are you aware t hat over 97.5% of al l t ext messages are read
within five seconds of being received? Source: Ofcom
The open rate for mobi le messaging is higher than any other
market ing channel . The DMA compared i t to emai l stat ing that only
20% of market ing emai ls are opened and read. Of com even stat ed
that consumers are choosing text over cal l ing these days, so i t
becomes obvious that businesses need to communicate wi th
customers in th is way, to give them what they want and boost ROI.
The t r ue power of m obi le m essaging is t he fact t hat 97.5% of al l
reci pient s w i l l r ead what s been sent . Only 24.4% of businesses
were aware of the high readership rate, meaning many could be
mi ssing out .
The Great British Mobile Marketing Report 2012
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Understanding thepower of text
Research
Q3. Did you know that the average SMS response rate typically
ranges from 15% to 30%, compared t o 5% for email and 2.61% for
direct mail?
The fact t hat 85. 71% of b usinesses don t k now t he high response
rates of SMS, suggests again that suppl iers need to educate the
masses of i ts clear advantage over other marketing channels.
The Great British Mobile Marketing Report 2012
Source: Mobile Data Association 2011
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Digital marketingrules
Research
Q4. Which marketing channels are more and less important to
your company?
67.21% of businesses feel t hat m obi le and i nt ernet market ing are
t he most i mport ant channels in t he mix, w i t h 53% ranking mobi le as
thei r number one. Emai l and social media fol low closely wi th
around 48% fee l ing i ts more import ant t han di rect m ai l , TV,
bi l l boards, t e lesales and promot ional f lyer s, showing a clear shi f t t o
d igi ta l market ing.
The Great British Mobile Marketing Report 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
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Time to embracemobile messaging
Research
Q5. How frequent ly do you use mobile messaging?
Only 25.7% admit t o never using mobi le m arket ing, w i t h 42% st at ing
that they use i t occasional ly. The f requent users should be a larger
group here, and this maybe again due to negat ive percept ions or a
lack of know ledge as t o t he benef i t s and uses of m obile messaging.
The Great British Mobile Marketing Report 2012
Toomanybusinessessitting on
the fence
10
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Communications. Itsconfirmed
Research
Q6. What do you use mobile market ing for at present?
We can see that the most common uses of mobi le market ing for
businesses is for sending confirmations, reminders or alerts and also
for sales promotions. Business tend to use mobile marketing less
f requent ly for lead generat ion, m-commerce and del iver ing r ich
media. The r ich media aspect is interest ing, as we feel many
businesses don t real ise that you can send short ened l i nks to m obi le
websi tes, brochures and videos in a simpl e t ext message, t herefor e
extending the 160 character l imi tat ion associated wi th a plain text
mob ile message.
The Great British Mobile Marketing Report 2012
0%
10%
20%
30%
40%
50%
60%
11
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Mobile marketing onthe rise
Research
Q7. Do you see your focus on mobi le market ing increasing in the
next 12 months?
69.8% st ate t hey see t heir f r equency of mobi le market ing act i vi t y
increasing in t he next 12 mont hs, w hi le 10.3% say they would star t
us ing i t for the f i rs t t ime. This shows a def in i te t rend towards
businesses real ising i ts importance in their marketing strategies.
The Great British Mobile Marketing Report 2012
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SMS vs. Email.
The showdown
Research
Q8. How effective have you found SMS text marketing?
69% said that t hey found SMS t ext market ing ei t her ef f ect i ve, qui t e
ef fect ive or ext remely e f fect ive.
Q7. If you have tried SMS and email, how effective have you
found SMS text messaging in comparison t o email market ing?
63% said t hat SMS t ext market ing was more ef fect ive t han emai l
market ing.
The Great Bri t ish Mobile Marketing Report 2012
Nearly
two
thirdsfelt SMS was
more effectivethan email
69% suggest SMS t ext mar ket ing is eff ect ive
13
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SMS and mobile webtrump apps
Research
Q9. What mobile marketing services do you consume?
SMS and mobi le web are the two top mobi le market ing services
used by businesses individuals frequently, and as the chart shows,
67.27% st ate t hat SMS is thei r pref erred mobi le m arket ing
communicat ion channel .
The Great British Mobile Marketing Report 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
14
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Most used mobilemarketing services
Research
Q10. Which new services do you think you will start to use over
the next 12 months?
The Great British Mobile Marketing Report 2012
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The mobilemarketing budget
Research
Q11. What percentage of your current marketing budget is
appointed to mobile marketing?
I t s c lear how cost e f fec t i ve mobi le market ing is when we look a t
t he maj ori t y of businesses spendi ng less t han 10% of t heir m arket ing
budgets in th is area. Making your budget work hard er in t he current
economic cl imate is paramount for businesses both large and small .
Q11. Is this planned to increase next year?
The Great British Mobile Marketing Report 2012
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The future
Research
Q12. Do you have any plans in place to use mobile marketing
services in the near future?
Q.11 What kind of information would be most likely to influenceyour views in favour of mobile marketing?
Top 101. Relevant case studi es
2. Word of mouth
3. Benchmarking
competitors
4. Relevant t est imonials
5. Not open to influence
6. Press articles
7. Online video
demonstrations
8. Face to face demo
9. Telephone demo10. Online reviews
The Great British Mobile Marketing Report 2012
30% of businesses will be likelyto use mobile marketing in the next 3 to12 months
17
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Follow us:
Visit us:www.textlocal.com
email us:[email protected]
Call us:08450093180
http://www.textlocal.com/mailto:[email protected]://www.textlocal.com/news/feed/https://plus.google.com/s/Textlocalhttps://twitter.com/textlocalhttp://www.linkedin.com/groups/Mobile-Marketing-UK-Forum-4353379?trk=myg_ugrp_ovrhttp://www.facebook.com/txtlocalmailto:[email protected]://www.textlocal.com/