Monthly Archive for May, 2008

3Cinteractive Named 2008 Technology Company of the Year for Interactive Marketing

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Ainsworth Boyle
on May 29, 2008
in Press Releases
. 0 Comments

Boca Raton, FL (PRWEB) – 5/29/2008 – This week 3Cinteractive was named winner of the prestigious South Florida Business Journal 2008 Technology Company of the Year Award, in the category of Interactive Marketing. Winners were announced on May 28th in Hollywood, Florida at the event sponsored by The South Florida Business Journal and Host.net.

“We are very proud to be recognized as a leader in the technology business community” said Mike FitzGibbon, 3Ci’s President. “Our mobile messaging technology platform allows brands to engage 260+ million consumer’s in the United States. This award further validates our business strategy and focus on building a strong, positive culture and team here at 3Ci. We would like to thank Gary Press and the South Florida Business Journal for this wonderful recognition.”

“We have developed a powerful and easy to use mobile platform and we are very excited to have received this honor,” said 3Ci Chief Executive John Duffy. “It is a testament to the hard work and dedication of all of the people that work for 3Ci. Our goal is to become the premier new media solutions provider in the U.S. by providing a layer of professional services and technology that allow our client’s to reach their consumers and promote their brands anytime and anywhere.”

The 3Ci team has a plethora of diverse experience that includes telecommunications, payment processing, interactive voice response, and broadcast media. No other application service provider can match this breadth of experience,” said Mr. Duffy.

3Ci was selected for its mobile messaging technologies and the positive impact that mobile messaging has had on businesses, governments and the community at large. Other factors that were crucial in the selection of 3Cinteractive for this award were the company’s tremendous internal culture, its level of focus on diversity in the community, and its dedication to the philanthropy through numerous local charitable organizations.

About 3Cinteractive
Based in Boca Raton, FL, 3Cinteractive is an industry leading Mobile Applicaiton Service Provider (MASP) in the US. 3Ci provides the technolgy and professional services needed to communicate directly with the 260 million mobile consumers in the United States. 3Ci’s ability to provide end-to-end, turnkey mobile solutions and concierge style service makes it easy for any company to integrate mobile communications into their brand, content and systems. The 3Ci service portfolio includes SMS text messaging, MMS, application development, campaign and compliance management, content delivery, and IVR integration. The company also provides turn-key media solutions and media consulting, including the representation and sale of mobile marketing sponsorships. 3Ci is a Mobile Marketing Association Member and is listed as one of the top Application Service Providers by the Common Short Code Administration (CSCA). 3Cinteractive was founded by experienced technology professionals and represents the leading edge in interactive telecommunications.

4 Mobile Ad Stats that Will Make You Think

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by
Ainsworth Boyle
on May 29, 2008
in Advertising
. 0 Comments

I spent the weekend with several very successful franchisees in our area, and of course, they commented on my heavy use of text messaging. As you could imagine, the conversation veered into mobile being such a youth-oriented technology that “doesn’t make sense.” As the conversation developed I couldn’t help but think of the recent Limbo Mobile Advertising report, that addressed this misconception. Here I was, spending a lovely Memorial Day weekend in the Florida Keys at one of their many, large, resort-like homes; I needed a tactful opportunity to let them know they were misled. Alas, the opportunity arose, when the champion of the bunch needed to know more: “So, what is it that you prefer about text messaging?”
My explanation covered a few key areas: First, text messaging is asynchronous so I can communicate with a friend in the background without disturbing other activities or the people around me. Second, text messaging gets my attention but doesn’t require my attention. In other words, I’m inclined enough to check it and respond, but not to the point where I’m annoyed. For a busy businessman, that explanation made sense, and I now had a segue into a few interesting stats about text messaging.
I started out with a bit of the basics - special thanks to Limbo, GFK, and NOP for pulling together this survey.

1. Over 50% of the 255 million mobile phone owners use SMS
This alone shows how widely adopted the SMS medium is. This means, that an audience of ~130 million users has near-constant access (~24/7) and familiarity with this medium. Even better, mobile marketers have the ability to touch these users within minutes, just enough to generate attention, without requiring it. It’s intrusive, but not annoying. So what? If 82 percent of those under 24 use SMS, what does that mean for marketers interested in the older demographics?

2. 50% of SMS users are 35 or over
For 25 or over, that number turns to 75%. This is an astounding figure, as these demographics have purchasing power that can be activated with targeted messages. When I mentioned this to the inquisitor, it became a bit more clear. Those consumers with the most purchasing power are often the most distracted and hardest to activate. Knowing that a call-to-action can be delivered and consumed at a precise moment is previously unheard of. His franchises are focused on chain restaurants so we spoke at length about his current marketing campaigns. Then I asked, “When a businessman gets up from his desk for lunch and asks the inevitable, ‘Where are we going,’ what is he more likely to recall: your competitor’s local advertisement during halftime of the game last night, or the mobile coupon you just delivered to his phone?”
Continue reading ‘4 Mobile Ad Stats that Will Make You Think’

Mobile Marketing Audits and Provisioning are Getting Better Eyes

Published
by
Ainsworth Boyle
on May 20, 2008
in Industry News
. 0 Comments

In addition, to the recent FTC announcement, we’ve noticed a few other regulatory changes from the major mobile carriers. It is possible that these two events are separate, but they seem too coincidental. With 2008 being a break-out year for mobile, the regulating bodies are putting forth their best effort to protect the sensitivity of mobile numbers.
Once a short code has been purchased with the Common Short Code Authority it must be provisioned with each of the mobile carriers. Part of this process includes submitting a detailed program summary outlining everything from the program’s sample message flow, to the expected traffic volume. Each carrier has a different process for managing these applications.  Some, like AT&T, prefer a short approval process (2-4 weeks) whereas others, like Verizon, have a longer process (6-8 weeks).  AT&T’s method was supported by ongoing monthly audits, whereas Verizon preferred to complete all due diligence upfront. This makes for an interesting process to manage.
In the most recent weeks, we’ve seen a significant change in the requirements for the submission process. AT&T has begun taking more upfront time to approve programs and all of the carriers are more detailed in their acceptable use requirements. This has pushed AT&T’s approval timeline from 2-4 weeks to the 6-8 week mark. Without a doubt, this is an effort of the mobile carriers to protect their consumers and minimize any chances of a marketer abusing the technology.
Mobile carriers that audit ongoing programs are making sure that the program hasn’t changed from what was approved. They do this to prevent scams, but mostly to make sure that each consumer has a positive experience with each program. Many carriers realize that consumers do not differentiate an SMS content provider from their actual mobile carrier, so SPAM or faulty programs are often a poor reflection on the carrier. The FTC is taking a bit of a different route and acting as a second auditor across all mobile programs. The FTC’s main goal is to protect the under-eighteen crowd from aggressive marketers by scanning for misleading messages. This is a different angle that indirectly protects the mobile marketing industry because it reduces the likelihood of SPAM, which would desensitize mobile consumers.
While the carrier’s reaction to these events have created more policies for program summission, the additional few weeks to launch a program are significantly outweighed by the benefits of a well protected marketing medium. But even with these regulations, marketers still must do their part.

- Ainsworth

7 Ways to Maintain Conversions in Mobile Marketing

Published
by
Ainsworth Boyle
on May 15, 2008
in Marketing
. 2 Comments

The mobile marketing medium is defining its future as a viable channel for consumer impressions and conversions. Unlike blast e-mail marketing, which failed because of a lack of regulation, mobile marketing has shown tremendous conversion rates. E-mail marketing is now at such a low-conversion, because of the decreased sensitivity of the end-user, it’s borderline useless. Mobile marketing and text messaging is a viable impression and conversion medium because users have such a high sensitivity to the notifications they receive. Don’t be fooled, there’s more to it than sitting in their pocket - that’s just one, albeit, critical factor - it is also because the abuse rate has been low. Cell phone users are very aware of the ability to turn off notifications for text messaging, and if markets abuse this service, they will; much like many have switched off notifications for e-mails because the iPhone has no spam filter.

The carrier’s strict regulations have benefit mobile marketers in this fashion, as they have managed to prevent end-users from feeling spammed. As mobile marketing begins to take off in 2008, and shortcodes reach the spotlight, more of this responsibility will rest on the Application Service Providers and mobile marketers. In fact, the future of 50% conversion rates rests in the hands of the mobile marketers; following a few simple steps can preserve the most affordable and most profitable medium to hit marketing.

1. Double Opt-In
While only T-Mobile and Verizon wireless require double-opt-in for marketing messages, requiring all participants to double opt-in will significantly reduce the potential that you will have an unwilling subscriber on your marketing channel. When users opt-in, make sure to send a follow-up message asking them to reply with Yes, Y, or something similar, to confirm they want to receive the messages you’re interested in sending them. Confirmed users are interested in receiving messages and you won’t run into complaints.

2. Send Like Offers
Not only is it a violation of the mobile acceptable use policies to avoid this rule, it is also common sense. If you have a valid double opt-in registration for television coupon offers, don’t send alerts for the local car wash. Unrelated, but demographically targeted offers are more appropriate for appended messages, where the user has solicited information and you are providing relevant advertising in the remaining character messages of the information they requested. To emphasize my point, I was excited to sign up for mobile alerts through http://www.wiialerts.com, knowing that I would only receive mobile alerts when Nintendo Wii’s hit Amazon.com at their normal $249 price. So far, that has been all I have received, and I will keep my subscription despite already having bought a Wii from the first set of alerts sent to me - just a few days before Christmas. If this were to change, I would remove the service and never think twice about rejoining. Send users what they signed up for, and they’ll stay subscribed for as long as they’re interested in converting on your messages. Send users something they’re not interested in and they’ll never rejoin your services.

3. Don’t Bait Your Call-To-Action
If you are offering a Call-To-Action that requires a conversion off of the handset, such as visiting a full html website, be very clear with the offer to the end users. Nothing screams UNSUBSCRIBE like a user that took time to sit down at his/her computer only to find out they’re not getting what they were told. While a baited Call-To-Action may receive more conversions from handset to website, the conversion from website to product will not be any better. An honest Call-To-Action will have great conversion rates and leave consumers satisfied with your mobile offering.
Continue reading ‘7 Ways to Maintain Conversions in Mobile Marketing’

What We Learn from Traditional Media

Published
by
Ainsworth Boyle
on May 12, 2008
in Trends & Research
. 0 Comments

Over the past week I’ve been moving the 3Cinteractive newsletter service to a new vendor. Building and managing these lists through the new vendor’s software, and going through opt-in process has made me think a lot about traditional media. I don’t find e-mail newsletters to be traditional media, but it is definitely a step back from text messaging. Getting adjusted to the software and managing our content, I realized there are still lessons to be learned from traditional media.
Continue reading ‘What We Learn from Traditional Media’

Short Codes Will be in Every Ad Like URLs

Published
by
Ainsworth Boyle
on May 7, 2008
in Marketing
. 1 Comment

In an earlier conversation, Mark Smith, 3Cinteractive’s Chief Operating Officer, brought up his thoughts on a UK study by Consumer Analysis that produced some interesting statistics.

  • Nearly one in two consumers fail to respond to advertising because they don’t remember key details.
  • 44% of mobile users between 18 and 60 fail to respond to advertising campaigns because they simply forgot the brand name.
  • Over 50% of respondents said they would like to access further information by sending a text to a shortcode.
  • 51% said they would find it useful to use text as a mechanism to get access to information related to an advertisement.
  • 74% said they would use their phones to request a brochure.

The majority of advertising we are exposed to has a web url located in it, and for those larger brands that don’t (e.g. Coke) we know how to find them on the internet (e.g. http://www.cocacola.com). There was a period before the web boom where companies were uneducated and unsure about the web and how to utilize it for their business. Today, many companies will create entirely new domains for a short advertising campaign. But, even with the growth of broadband internet, WIFI, and laptop computers, less consumers are carrying their laptops into the living room before their mobile phone.

Many consumers are genuinely compelled to visit a company’s website to find out more information, but any well scripted TV show will keep a viewer glued to their chair and not running to the living room to scan a website. Consumers are asking for an easier way to communicate with brands and find more information. That easier way is their mobile phone.

Consumers are clearly calling and texting from their mobile phones as part of their everyday life, and this includes the living room. I’ve actually known friends that text message back and forth during sporting events and television shows. Brands can, should, and will, if they’re smart, capitalize on this availability by plugging their short code in their advertisements. But, this radical change goes beyond simply giving the consumer another avenue to pull brand information, it allows brands to push information.

If a brand successfully pulls a consumer to its website, it must, through an artfully designed squeeze page, entice the user to subscribe to a newsletter or other VIP service. This has a lot of steps, and neither of the steps have a 1:1 conversion rate. On the other hand, mobile short codes are both a way for a consumer to access information and an opt-in to receive additional alerts. It’s a win-win for the consumer and the brand.

- Ainsworth

Cover4Me: Text Message for Work Coverage

Published
by
Ainsworth Boyle
on May 5, 2008
in Branding
. 0 Comments

Cover4Me is a great mobile application that allows workers to seek job coverage using an anonymous text message. Their application is very robust, and utilizes 3Cinteractive’s Fonebook Mobile API Toolkit. Their integration with 3Cinteractive allows Cover4Me to let coworkers interact through a neutral shortcode without revealing their personal contact information.

Over the past several weeks I’ve grown into the Twitter community and haven’t looked back. The most fascinating part of Twitter was the development of the “@” replies concept. Twitter has evolved and the idea of posting “what I’m doing” has become a theme in social networking (e.g. Facebook Status). Cover4Me designed an application that puts an interesting spin on the new trend of “what I’m doing”. To add to it, Cover4Me allows your co-workers to say what you’re “actually” doing!

It’s a great concept and I’ve been experimenting with it quite a bit inside the 3Cinteractive office. Twitter is a great program, but it misses a lot of the personal social interaction that you get from being face-to-face with someone you’re talking to. Adding the ability for your close friends/co-workers to manage your status adds a bit of fun for your “web presence” and work environment.
Make sure to give it a shot.

- Ainsworth

Looking to Go Mobile? Start with SMS.

Published
by
Ainsworth Boyle
on May 2, 2008
in Enterprise
. 2 Comments

The numerous options in mobile marketing have confused marketing offices. From native handset applications to MMS and SMS, each technology has its ups and downs.
Because they occur on the handset and can leverage other applications or hardware features (e.g. GPS), native applications offer the most flexibility for user interaction. But, native applications, are subject to one-time installs, and users rarely remember to update their software.
The next bet for content delivery is MMS, and while that is a great medium, the technology isn’t ubiquitous across the major carriers. SMS, the plain text sibling of MMS, is ubiquitous but many marketers shy away because of the misconception that SMS lacks the full package.
Digging a bit further, marketers will jump back to WAP only to find that it too struggles to provide ubiquitous experience end-users. This is partially a result of the lack of standardized browsers, and that Verizon Wireless blocks WAP content downloads to their handsets.
So, after all this research, somehow, handset applications come away with the biggest appeal. They’re fast, they leverage the handset’s features, and they can handle all the fun content without battling a messaging platform. Which leaves me asking… how good was this research?! Yes, a handset application can do all that and the end-users – who actually download it - would love it, but why eliminate such a large audience with all the red tape?
Don’t get me wrong, mobile applications are cool - I had a few before I jumped to the iPhone – but the mobile phone is about speed and convenience. The traditional method of finding and downloading an application has too many hurdles – the iPhone AppStore will change this.
Continue reading ‘Looking to Go Mobile? Start with SMS.’