textlocal british mobile marketing report 2012

7/30/2019 Textlocal British Mobile Marketing Report 2012

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The Great British Mobile Marketing Report

Research

In association with

insidemobile

Textlocal 2012

text

local

Business mobile messaging


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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.


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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


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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.


About the reportin association with

5


7/19

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.


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.


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.


Toomanybusinessessitting on

the fence

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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.


0%

10%

20%

30%

40%

50%

60%

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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.


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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

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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 .


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?


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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?


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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


30% of businesses will be likelyto use mobile marketing in the next 3 to12 months

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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/

textlocal british mobile marketing report 2012

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