While we're hearing a lot about mobile apps this year, it's rare to hear about the potential of the more primitive text message, but now integrating with location and mobile apps.
So, I thought I'd share this case study from the O2 UK network service More since it shows there seems to be good demand from consumers if the offer and relevance is right. I say this since O2 recently reported that it has reached 2 million subscribers of which half have been added in the last 6 months. This is how signup is achieved:
And these are the type of offers - it will look familiar if you've seen Groupon!
O2 give these two examples which show what personalisation can deliver:
StarbuckA campaign for Starbucks, using a mixture of rich media and real-time location, delivered a response rate of 34%.
This campaign was deployed across the whole of the UK shops and weaved in point of sale redemption.
Hong Kong Tourism Board. In this campaign, iPhone users were encouraged to download the 720 degree view of Hong Kong app. This targeted O2 customers who had travelled to Hong Kong in the last 12 months.
This resulted in over nine per cent of targeted customers downloading the app.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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