Browsing all articles tagged with sms
Aug
15

Mobile Monday: Week 6 – Keywords

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”shutterstock_283022702 (2) Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our sixth week, we’re focusing on “Keywords”where Bentz discusses SMS Strategies and the downside of auto-correct.

KEYWORDS

An SMS keyword is the word that a consumer sends to a phone number, usually to receive immediate information back, and often to opt-in to a database to be marketed to in the future.

In the previous example (Text RESULTS to 84444), the keyword is “results.” The customer would put the short code number (84444) in the space where she would normally insert the phone number. Then, the customer would insert “results” in the area where she would normally insert the message.

Choosing a keyword is an important step in your text message marketing strategy, because the keyword offers branding for your product offering. When it comes to choosing a keyword, a business should follow these tips, by choosing a keyword that:

  • brands the business or promotion.
  • is easy to remember to gain the viral pass-along effect from customers and employees.
  • is just one word to avoid problems with auto correct.
  • is easy to spell.
  • is not an acronym.
  • does not include numbers.
  • is as short as possible.
  • is not some “clever” spelling of a keyword.

The primary keyword that a business will want to reserve is its own name. This keyword will be the master keyword that is used continually for generating opt-ins. This permanent keyword should be printed everywhere–on business cards, literature, t-shirts, outdoor signage, menus, and anywhere else that makes sense. If the business name is difficult to spell, clever, or contains multiple words, it may be best just to go with a single word keyword that best identifies what the business does. If a business wants to understandably reserve its difficult to spell brand name as a keyword, it should also consider reserving the potential misspellings of that keyword.

Choosing the primary keyword is one of the most important things that a business will do in establishing its text message marketing plans. Often, businesses have common names and the keyword that the business wants may not be available. A second choice may be to pick the primary product that the business sells, but a keyword like “pizza” is likely not going to be available at an online shared short code provider. If the primary keyword a business wants is not available, it is possible for the business to choose an adjective that describes the business such as “tasty” or “hungry.”

In addition to the primary keyword, businesses are going to want to use different keywords for various promotions. Some of these promotions may be short-lived and the business will be able to retire those keywords after using them for the short term promotion. Others may be annual events and the business will retain those keywords in their online accounts, because if they are released, another business may pick them up. The advantage to using new keywords is that it will get your regular customers participating in your texting program again and a business can place those users into a different database which may be helpful in segmenting for future promotions.

One of the great things about an SMS strategy is that there is a tremendous viral advantage to it. If a person knows that their friend likes to get their coffee at Dunkin’ Donuts, they will pass along the keyword and short code to that friend. It is not unusual for a business to get 15-20% of its mobile coupon redemptions from viral sharing. But, the consumer may not remember to do so if the keyword, and the short code, is not easy to remember. So, it is always best to keep things simple when it comes to choosing a keyword and it is also best to use a memorable (vanity) short code.

Words that are compound words or two word keywords are also not good choices as keywords. A business might have the best cheesecake in the world, but “cheesecake” is not a very good keyword. That is because some people will spell cheesecake as two words (cheese cake) and some will intend to spell it as one word, but autocorrect “fixes” it for them. Automated SMS response systems cannot detect the user’s intent, only the exact spelling, so picking the wrong keyword could result in lost opt-in opportunities.

One memorable SMS promotion was a sweepstakes that gave away a trip to Hawaii. The advertiser chose the keyword “Hawaii.” Although a wonderful place, Hawaii is not a particularly easy word to spell. Moreover, some people include an apostrophe when spelling it. Hawaii was not a good choice as a keyword, because of the difficulty in spelling it. Acronyms such as “ATS” don’t make for good keywords either. That is because of that damn autocorrect which will inevitably try to change the acronym of your business keyword into a real word. Avoid numbers in keywords as well. It is confusing to think of texting a number to a number. But, more importantly there are that zero and “oh” thing. When it comes to texting, consumers don’t recognize what is a letter (O) and what is a number (0)!

Typing on a mobile phone is not easy. There are a lot of misspellings on the smaller screen of the mobile phone than on a desktop computer. Fat-finger misspellings are common problems on mobile. That is why using a short keyword is far better than a long keyword; there are simply less chance of a misspelling on a keyword with less letters.

Another poor idea is to use a clever use of a word as your keyword. A restaurant called “Finger Lickin’ Chickin’” may be a snappy name, but using “chickin” as a keyword is not a good idea. That is because a customer’s auto-correct is likely going to correct that word to the proper spelling of chicken.

One of the questions that is often asked is in regards to capitalization of keywords. Using caps or lower-case letters has no impact on the keyword so don’t worry about it. To make the keyword stand out, the best way to write a keyword in your advertisement is to use all capital letters, but if somebody uses lower case, the interactive text message will still work properly.

Some keywords are not available to a business. That is because the carriers have reserved those keywords already and they are not available on short codes. Keywords such as STOP, HELP, INFO, END, CANCEL, UNSUBSCRIBE, QUIT, and others are taken before the short code is activated in the marketplace.

Jul
26

Retail Store Uses Program Established By ATS Mobile

Check out this cool and informative video on SMS Text Messaging, a simple and effective marketing technique that can be utilized for many different companies or industries. In the video, Short & Paulk, a five retail store business in Georgia, is using a text message sweepstakes program to promote its business. The SMS text message marketing program was established by ATS Mobile.

Feb
1

Premium SMS on Deal or No Deal

If you thought ‘Deal or No Deal’ was only a game show, you are mistaken. Ask various economists, psychologists and statisticians, who vouch for the academic value of one of the most popular show on American television. These people described ‘Deal or No Deal’ as an experiment to understand people’s decision making behavior. This game involved participants, whose decision making abilities were put to test and they could win billions of dollars. The game became so popular that its various versions were adapted in over seventy countries worldwide. It was also developed as a video game and that too sold like a hot cake.

The most striking feature and the reason behind the unmatched popularity of this show was the use of the biggest premium SMS service in USA. It allowed viewers to participate in the show through SMS from wherever they were and win huge cache of money. The pattern became so popular and user friendly that it set a benchmark for interactive television shows. Since then, many different shows on television took to premium SMS services route to attract viewership.

Mind boggling figures

‘Deal or No Deal’ turned out to be the shot in the arm for premium SMS service worldwide. It triggered viewer interaction through a means as short and simple as an SMS. The figures below speak for them.

  • In 2006, premium SMS services revenues were $273 million in USA alone.
  • Almost 80 percent of this revenue was from the various mobile contents.
  • $35 million was generated through text message voting and text message sweepstakes.
  • Deal or No Deal garnered nearly half of premium SMS revenues in the first quarter of 2007.
  • Various premium SMS services are able to reach more than 90 percent of mobile users in the US.


Mobile marketing and premium SMS

Not only television shows, but business houses now are also subscribing to mobile marketing technique like premium SMS. This service allows players– in this context, consumers- to participate in various SMS campaigns. These campaigns are intended to pass market information to consumers.

Mobile marketing through premium SMS service can be specially designed to suit customer preferences and choices. Generally, premium SMS is offered to customers without any charges. However, they may be charged for using premium SMS if it involves prize money. Premium SMS can offer text message sweepstakes by asking mobile owners to participate by text message voting. It has evolved as the best amalgamation of mobile advertising and interactive marketing.

Given the time constraints and busy schedules of the people, mobile marketing through premium SMS is going to be the latest tool on the communication platform. Its undemanding character, unlike telemarketing calls, and round the clock accessibility makes them very user friendly and effective.

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