Mobile

6 Tips for building and managing consent for mobile marketing

Did you know that you can’t buy a mobile customer list for a mobile marketing campaign?

Unlike email or other channels, if you want to start a conversation with a current or prospective customer, you need their specific permission first.

You need mobile consent.

The downside of this requirement is that it can take more time and more money to reach the people you want to communicate with.

The upside is that response rates tend to be much higher. In many cases, we’ve seen response rates 3 times better or more than other channels.

So where do you start?

1. Leverage your existing customer database. Chances are you already have a customer list with permission to communicate in other channels. Ask them if you can communicate to them on their mobile device next time they reach your call centre or read your email newsletter.

2. Update your terms and conditions policy or statements. Although it can be expensive to update your policies to include a clause that allows you to reach customer through mobile, this is an effective way of getting enough consent to at least reach out once using mobile. Many companies are already in the process of updating their T&Cs to reflect the new “do not call” list law – so leveraging that process to add a clause on mobile would be cost effective…. And if you’re really lucky completely covered out of somebody else’s budget!

3. Update your website. Update your customer profile page to include a line specific for mobile numbers. Many sites have a field for “other” phone numbers but they aren’t specific to mobile. On the same page, give users several mobile opt-in options. For example, opt-in for contest or promotions and alerts or reminders specific to your product or service. You can even have alerts for when content is available in other channels – like a reminder that your cable bill is due and can now be viewed online.

4. Leverage events and sponsorships to drive acquisition. Text and you can win promotions at events are a great way to engage and acquire new customers (especially if the offer is really relevant), so be sure to include an opt-in SMS message after entry. Keep it simple.

5. Create awareness. You can have the best mobile channel offer in the market, but it’s only good for those who know about it! Be sure to promote your mobile services and options through other channels. For example, POS, statement stuffers, website, email and your above-the-line media. Remember when you had to convince your Art Director to include a URL on that Ad? Now that you have that practice, convince them to include a shortcode or mobile web address too - with a call to action. Better awareness will mean more opt-ins…which means it will be easier to justify the investment you just made in mobile.

6. Be sure to deliver exactly what they asked for! Once you have consent, you want to ensure that you keep it. By giving customers or prospects exactly what they opted in for, you can harvest your mobile customer list well beyond your initial campaign.

Trends in Wireless Phones and Usage - 2008-2011

The wireless business has been driven by technological advances in phones so far. In 2001, no wireless phones incorporated digital cameras or camcorder, could receive email, play music or video, or surf the Internet. Some telecom companies offered Push-To-Talk with its Direct Connect service and there were a few rudimentary games on some higher end phones. Otherwise, wireless phones were very basic by current standards. Today most wireless phones sold worldwide incorporate at least one advanced feature. Competition among phone manufacturers is primarily based upon a race to add additional features within accepted price ranges. But that is about to change. Packing more features into a smaller phone as its limits. The transition to content as a differential for telecom companies is likely to accelerate over the next five years. The addition of content as a significant revenue stream for telecom companies, in addition to subscriber fees and sales of phones is likely to drive innovation in cell phone features.

The big trends over the next five years include the following:

1. Advanced features are standard in phones

In a recent Arcus survey of over 1,200 individuals to get a sense of where consumer sentiment is today, over 95% of wireless phone users said they use at least three of the technological innovations introduced in the past five years.

Increasingly, cell phone users consider these features to be integral to the phone and not an extra feature. These innovations have become part of a “basic phone.” This trend will increase the emphasis on other differentiators to engage cell phone customers. Cell phones of the future will incorporate features in a combination of what the value chain needs to support its business, what end-users want, and what the different players need as the environment changes. The value chain, which consists of the manufacturer, a distributor, the wireless carrier, and, in about 25% of the respondents, the employer of the end-user, need an ongoing stream of innovation and consumers open to new features. This appears to be the case in spite of some warnings that the wireless phone market will soon be “saturated.”

2. The future is flexible and wearable

This year's Flexible Displays and Electronics Conference confirms that the future is with flexible, folding, and rolleable displays. Almost everything at the show is still a few years off, but there are actually two products with flexible displays for sale right now, Gyricon's electronic ink display and a wristwatch from Nike with a curved LCD screen (which has actually been out for years). A brilliant example is the Nokia 888 communicator concept phone. You're not going to see this in stores any time soon. But if you'd like to get an idea of what Nokia thinks the future of communications will look like, take a look at the Nokia 888 communicator, a concept design that recently won Nokia's Benelux design contest.

The bracelet-like 888 is envisioned to use a liquid battery, feature speech recognition, a flexible touch screen, and a touch sensitive body cover. A video showing off the device's potential features shows off close to a dozen functions, including an alarm clock, PDA, GPS, phone, push email receiver, digital wallet and, of course, jewelry. And, other than the "liquid battery," we can actually see this in the not-too-distant future.

The end-users wants are more ambiguous. The figure below shows that there is little interest in multimedia capabilities while there is significant interest in location services.

3. Software is the phone

High functionality SmartPhone will grow rapidly as consumers expect phones to integrate deeper into their lives. In addition, manufacturers will shift to platforms with user interfaces that deliver unique experiences from software upgrades rather than hardware changes. These will be stealthily incorporate a phone Operating System to easily morph new combinations of capabilities into the market quickly and economically.

4. Business applications will penetrate deeper into Corporate wireless

Wireless service continues to be treated as a corporate benefit. As data access becomes more integrated into mobile applications, there is likely to be a cultural shift of wireless phones from being “yuppie toys” to its recognition as productivity tools. As value-added data service will overtake the revenues from voice services, the industry will recognize that believing that one phone per person equates to market saturation. When society looks back on 2006 when it is 2011, it will be parallel to looking back to society looking at the days of Microsoft DOS. An example is the growing use of mobile phones to monitor customer purchasing patterns. Mobile phones look and feel like mini-PCs, improving the mobile internet experience and increasing the use of data services.

5. My Mobile Wallet

Cell phones are likely to become the new Interac. As consumers concerns about wireless security abate and the technology in North America catches up with Japan and South Korea where mobile commerce practicality of using a wireless phone in monetary transactions will overcome whatever consumer resistance exists to this application. While mass market purchase is focussed on services like tickets and entertainment, longer and more frequent online surfing is likely to broaden the goods and services purchased online. QR codes will drive the integration of product information with mobile commerce. South Korea has seen a dramatic increase in ARPU (average revenue per user) in the mobile sector as operators promote value-added services and customers respond enthusiastically driving mobile market blended ARPU by 13% to US$49.3 per month in the Asian market in the past year. Compared to Canada where the percentage of ARPU spent on data services increased by 4.5 % points to 12.1% last year, fuelled primarily by strong growth in the messaging sector. Canada has one of the highest postpay/prepay ratios in the world at 4:1. ARPU for postpay services is typically over 4 times that of prepay services in Canada and growth in postpay subscribers plays an important part in raising blended ARPU. Interestingly, Canada has a higher ARPU than South Korea even with an under developed mobile services market. ARPUs of Bell Mobility and Telus are $51 and $63 respectively. The recent CRTC wireless spectrum auction will hopefully open up the market for mobile content and services.

6. Local search now in your neighbourhood

Widespread adoption of Internet surfing from wireless phones will come with the use of more intelligent entry options. Android will dramatically change wireless search. The Open Handset Alliance, a group of more than 30 technology and mobile companies, is developing Android: the first complete, open, and free mobile platform. Take an early look at the Android Software Development Kit. It will combine information from the web with data on the phone -- such as contacts or geographic location -- to create new user experiences. Android does not differentiate between the phone's basic and third-party applications -- even the dialer or home screen can be replaced. Check out introduction from Sergey Brin on Android.

7. Biometric Security is here

Security will be a concern of the past just as online banking has become acceptable, mobile commerce will change dramatically after biometric security becomes standard on phones. The interaction between a cell phone and user is highly personal and interactive. So seamless, convenient and intuitive integration of security will speed up acceptance of mobile commerce adoption.

To QR do us part

By now you have all heard about QR codes (Quick Response). Although Canada is taking what feels like forever to adopt the technology, QR codes are practically everywhere in Japan. They are used on everything from fortune cookies to escalator handles.

Now, I think Japan has taken it a bit too far. Japanese gravestone maker Ishi no Koe ("Voice of the Stone") recently announced plans to begin selling gravestones with the two-dimensional bar codes embedded into them.

By simply snapping a shot of the tag with their cellphones, visitors will be able to view photos, videos and other information about the deceased. The device would also keep a log of each time the code was scanned so family members can keep up to date with when other relatives last visited the site.

In the future, Ishi no Koe hopes to use this technology to develop a new way to pay respect to the dead that wouldn't require you to actually be at the cemetery in person. The company sees this as an alternative especially fitting for today’s younger generation.

I wouldn't be surprised if brands begin advertising via QR codes on gravestones - "did your husband pass away? Try our new dating site to find a new one"

What are your thoughts?

7 Things You Should Know about the Mobile Web

1. A lack of fixed or cheap data plans has been a key barrier to mass adoption of the mobile web in Canada.

All three Canadian major carriers have significantly dropped their data rate in the last 6 months. You can now get all you can eat data plans for as low as $7 / month and $60 all you can eat data plans for your fancy bandwidth sucking PDA devices. Mobile data is now affordable to many more Canadians.

2. A lack of devices that came with a decent mobile web browser was the other barrier to mass adoption of the mobile web. With consumers replacing their mobile devices more frequently than ever before (over 1 billion mobile devices were sold globally last year alone), the majority of actively used mobile devices now have solid mobile web capabilities – including those in Canada.

3. When developing a mobile website, you must create a user experience that is optimized for the mobile web. Just as we initially thought designing for the web meant taking a print brochure and putting it online, we can't take a website and simply make a micro-version of it for the mobile web.

It's a different channel, and therefore the information architecture and user experience must reflect a more personal context that leverages the device and how it's used - more so than pragmatically engineering web apps to work on mobile. Unlike the desktop experience, mobile users are frequently on the go and have many distractions. They don’t have time to navigate or figure out your site…so build an experience that is relevant and specific. Dead simple helps too.

4. Mobile widgets may replace the mobile browser. Building on my third point, we are now seeing a trend (led by Yahoo) away from a mobile browser experience that mimics the desktop browser experience where a user must first open a browser, secondly type in a URL and thirdly navigate to the point of interest. A mobile widget allows the user to access specific and relevant content on the mobile web immediately through an easily identifiable icon on their mobile “desktop” of icons.

5. Choose your mobile domain strategy carefully. Although you can now easily add scripts to your “desktop” web site that will auto-detect mobile browsers and therefore serve up a mobile web experience, there are several considerations for creating a uniquely identified mobile site. Some brands have simply added an “m” to their domain – like m.facebook.com. Others have added “mobile” to their domain – like cnnmobile.com. A third option is to register a dotmobi domain name that clearly identifies the site as mobile ready. Examples are rbc.mobi, fordca.mobi, and nba.mobi

Until the majority of sites have a mobile friendly equivalent, consumers need a recognizable indicator that the experience is optimized for them. My preference is to register a dotmobi (.mobi) domain and ensure an auto-detect script is in place to auto-redirect users to either the desktop or mobile site.

6. Keep the mobile experience mobile. A common mistake I see are mobile websites that add links to content that is not optimized for the mobile web. There is nothing more frustrating to a user than going from an optimized experience to a broken one. The same goes for mobile ads – if you are including them, make sure the click through goes to a mobile optimized site.

7. Know what works. JavaScript, tables, frames, horizontal navigation and flash are out. Know the current W3C standards for the mobile web. It’s like desktop web design circa 1995. There are ways of building mobile websites to ensure that the experience is a positive one on all devices.

With over 3 billion mobile devices live around the world compared to around 800 million Internet connections, the mobile channel will (not if) become the dominant digital access point for consumers.

Isn’t it time you incorporate a mobile web strategy as an extension of your overall interactive strategy?

The iPhone effect?

Can Mr. Jobs single handedly revolutionize the Wireless Industry? That’s up for debate. Personally I doubt one handset will force a paradigm shift in the mobile ecosystem. However it will have a major influence that will surely shake up an industry where the power is clearly with the carriers. If the iPhone does 1/10th of what the iPod did to the balance of power in the music industry, then get ready for a wild ride.

Canada’s largest wireless carrier, Rogers (and Fido) have already felt the muscle flexing by Apple. In a release last year Apple indicated they would only consider coming to Canada if their carrier partner implemented an unlimited or, as mobile people would say, “all you can eat” data plan. Progress on this issue has been sluggish to say the least, but there are some positive signs.

Apple, the “Teflon” brand that it is, would never allow exorbitant monthly carrier fees to be associated with the darling of all consumer brands or for that matter restrict fun, friendly mobile browsing. Some will argue that the US’s adoption of the unlimited plan is the stronger influencing factor for Canada.

Others are speculating that Rogers couldn’t resist the temptation to latch on to the 800 lbs gorilla. From a brand perspective, with an exclusive partnership with Apple Rogers can distance themselves from the dreaded “dumb pipe” scenario.

What does this mean for marketers?

In a previous post where I discussed the Mobile landscape I outlined the three major areas of Mobile: (1) Mobile Messaging, (2) Mobile Content, which in my opinion is synonymous with downloading and applications), and (3) Mobile Internet (including mobile search).

It clearly impacts mobile internet and mobile content. It affects mobile messaging to a lesser degree. I believe mobile messaging is least affected because the utility of messaging is the immediacy and timeliness, having a cooler handset to read a 136 character message is not going to impact messaging campaigns.

The iPhone and the browsing utility it offers will begin to put to rest the notion of WAP is CRAP. In my opinion the unlimited data plan will do what inter-carrier SMS did for mobile messaging. Get ready for localized search on your phone. Even keeping in mind the iPhone price range will prevent most of us from ever owning one, the other 99% of the handsets out there that don’t have touch screen viewing will still let consumers to hit brand websites, sport and entertainment portals and, most of all, their social networks.

Finally when it comes to content/downloading/applications, the iPhone and Google Android (coming soon to a phone near you) will make the consumer truly mobile - where content, information, entertainment, social networks etc. are served up courtesy of widgets and applications in SDK environments.

All the mobile interactivity you want will soon be in your pocket. Just remember to lock you keypad.

Proximity advertising - Reach Out and Sway Someone

“The key is to add value,” said Cyriac Roeding, who runs CBS Mobile. “At the end of the day, if the consumer doesn’t win in this game, there is no game.”

So went the New York Times article (In CBS Test, Mobile Ads Find Users) outlining a mobile proximity advertising test to take place in the USA in the coming weeks.

Loopt which bills itself as a Social Compass, (a mobile social location service enables registered members to opt-in and keep track of their friend’s location via GPS) will be conducting the proximity advertising test.

Proximity advertising is basically ads/messages pushed out to sway consumers based on who, when and where they are - just a few shades shy of being the ultimate in relevancy. Think SMS but with the intelligence to know that you are a block away from my store/my brand. These channels - be it mobile, digital signage, laptop will be triggered by GPS or RFID.

For example - you are within range of a Starbucks – they might SMS an offer to you because you’ve walked past 2 of their stores and haven’t had your fix yet and/or perhaps you are within the gravity well of a Second Cup and might succumb to their branded temptation first. How cool is that.

“Consumers are savvy enough to expect advertising,” said Angela Steele, a director at Starcom USA, an ad-buying agency based in Chicago. “They are accepting of it, but they want it to be relevant. If they are getting something they are interested in, that is great. But if they are sending ads that are not relevant, people won’t want it.”NYT - In CBS Test, Mobile Ads Find Users

But there are other consumer considerations before making any leaps into the channel.
Remember that ad Starbucks sent you – it didn’t go out to your friend walking right beside you for whatever CRM reason. So what happens to the brand dynamic in this situation? Your friend gets upset for being rebuffed and you either feel good for being singled out, annoyed by the intrusion or annoyed that they don’t value your friends. where does that leave Starbucks?

As this post by Kate Trgovac shows consumers are possessive of their cell phone. The Harris study reported that only 20% are very or somewhat accepting of having SMS messages from a company - which punctuates the need for opt in and relevance. Therefore when you proceed, insist that your campaign has a real-time feedback loop allowing users to signal you when you've crossed their line.

a) Thanks – that’s helpful
b) No thanks – not interested at this moment – try me again later
c) No thanks

Re-Thinking the Need for the 'Next Big Thing': 6 Success Principles for 2008 That Transform Sorcery into Science

Every year around this time…as we edge up to a new year, I am always asked the same question: “So, Chris, what’s the next big thing?” It’s a question that is also a regular theme at conferences and events throughout the year as well – including at the CMA Digital Conference in October where I had the opportunity to sit in on a breakout table about ‘the future of digital platforms’.

Over the last 15 years, we’ve all seen concepts, processes and technologies compete for the next big thing spotlight. For example, this year was the year where ‘social media’ captured the marketing world’s imagination. In 2006, the crown came to rest on ‘search engine optimization’ and, in 2005, viral marketing was all the rage. Prior to that, businesses were looking for ways to reach Gladwell’s ‘tipping point’, strive for Collins’ ‘great’-ness (from goodness) and raise their ‘emotional intelligence’. Meanwhile, ‘mobile’ has faded in-and-out as the ‘latest and greatest’ repeatedly from 2005 through 2007.

There will be no shortage of predictions and new crazes aimed at capturing the insatiable imagination of the digital marketing community as 2008 unfolds.

But I think striving for the next big thing reveals something about the digital marketing industry that we need to work on…as a group: an unhealthy dependence on finding ‘instant breakthroughs’ that are supposed to revolutionize how business and marketing in particular, is approached and conducted.

We love to talk about the latest and greatest social media site, widget, podcast, tool, gizmo, blog… but sometimes we do so to the point where obsession with the leading-edge means the industry spends little time transforming the newly discovered ‘sorcery’ into a proven science. That was something we heard repeatedly at the CMA breakout session on ‘the future of digital platforms’ – a call for the industry to spend time perfecting the existing technologies and techniques that are on the table. We also heard that marketers are growing overwhelmed with all the ‘latest and greatest’ things they are supposed to adopt into their plans.

It’s been my experience – and that of many of our partners and clients – that rather than waiting for the revolutionary innovation associated with the next big thing it makes much more sense to bring a disciplined approach to evolutionary innovation within our own businesses. Achieving this type of innovation can be achieved by adhering to some key principles:

1) Know Yourself Better Than Anyone. Clearly articulate what it is you do, what it is you do well, what you want to do better and your core operating values.
2) Stay the Course. Develop well-founded plans and then stick to them.
3) Measure Today and Always. Dedicate time, resources and processes to determine your success and opportunities for improvement.
4) Adapt. Anticipate and integrate modifications in work processes, staff and programs.
5) Link-In. Monitor trends related to your customers, prospects, competitors, relevant technologies, social demographics and similar industries.
6) Nurture Creativity. Develop work processes and a culture that truly encourages and rewards innovation.

By adhering to these principles with a dogged-like discipline, each company’s marketing will evolve in ways that will have a dramatic impact on the digital marketing industry – all without relying on the next big thing.

How do you create and sustain evolutionary innovation throughout your marketing programs and your company? Let me know by sending an email to ceo@thindata.com or sharing with us here on the CMA Blog.

Mobile Best Practices: The Mobile Call-to-Action for Media Executions

A mobile marketing company should offer more than a technology infrastructure for executing and managing wireless applications. Because this is a relatively nascent form of marketing/communications the strategy and tactical execution are critical components to successful campaigns. Details matter! A good mobile provider will provide insight into the details that can make or break a mobile campaign. And since all campaigns begin with a media execution, I thought I would share some creative best practices

The prominence of the mobile call-to-action has an enormous impact on the results of a campaign. Here are some creative guidelines for Art Directors to consider when they are designing and producing POS, OOH, packaging, T.V. (including VOs) creative.

The two most important elements to a mobile call-to-action are:
1) What the consumer should send, like a “keyword” or PIN number – For example text MALIBU
2) The shortcode number - in the above example 212121

Placing emphasis on these two pieces of information will positively impact results.

Additional Guidelines:
•The keyword and shortcode must stand out from the rest of the copy. Designers must ensure they don't bury the call-to-action in ‘mouse print’ or results will suffer. Designers should consider reversing and bolding the keyword and shortcode number.
•If non-static media like T.V., Digital signage or Radio is used, producers and directors must ensure the keyword and shortcode number get enough airtime so consumers can act on it. Repetition never hurts.
•In cases where the shortcode number is a long string of continuous numbers like 777777, it’s best to have a space between the 3rd and 4th digit. A person’s memory works by grouping numbers in 3. Therefore 777 777 is more effective than 777777.
•The price point must be included in the execution. Most often brand-related mobile campaigns will include “Standard text-messaging rates apply”; it reinforces that the shortcode is NOT a premium rated code. Conversely, if the code is premium rated than the voice over and media execution must inform consumers of the price point in Canadian dollars. (for some odd reason the CWTA forces broadcasters and content owners to publish rates in Canadian currency, which seems very odd to me because no non-Canadian wireless subscriber would be able to interact with the shortcode anyway)
•A value exchange: why would people interact with the shortcode? Typically that value is: 1) a reward i.e. a chance to win something, 2) information, or 3) entertainment.
•Mobile phone imagery
•A tagline informing users how they can opt-out, for example “to end this subscription send the word STOP to the shortcode number.

Drop in a comment with thoughts on good mobile creative integration and share examples of executions that have caught your eye – the good, the bad and the ugly.

Branding Mobile Destinations?

In a recent blog post on Onedegree.ca , Kate Trgovac raised the question of shortcode squatting. Her comment inspired this post about the value of vanity codes - the 5 or 6 digit numbers that can be used to represent a brand or trademark. For example, PEPSI currently leases the number 73774. (Take a look on your phone for the numbers that spell Pepsi, you’ll see what I mean).

So what about Shortcode Squatting?

There’s really no such thing as squatting on codes in mobile messaging. I can’t say the same about .MOBI sites but I’ll save that for another post. Here are some reasons why shortcode squatting doesn’t exist.

Cost

Applying for a shortcode from the CWTA will cost you $1,500. This initial payment will grant use of the code for 3 months. To maintain the code for month 4 and onward, a monthly lease fee of $350 applies. To squat on the code for a full year will cost about $5,000 (1,500 + (9x 350)) = $4,650), a far cry from the $7.95 that godaddy.com charges for a .com or .mobi domain.

CWTA restrictions

Applying for a shortcode through the CWTA can be a lengthy and sometimes frustrating experience (especially for those brands and agencies that elect not to use an experienced mobile vendor). Your shortcode number request, which must be 5 or 6 digits and cannot start with number 4, will be reviewed by no less than three people before it gets discussed among the carriers. You better cross your T’s and dot you I’s and make sure you actually have Pepsi signed on as your partner, otherwise you’ll never get approval. You can try and be crafty and use the same numbers but brand it a different word, but be warned of this website www.phonetic.com

Branded shortcode vs. branded keyword

I find brands get too preoccupied with the notion of branded shortcodes. My recommendation is always to choose an easy shortcode number like 12345 and use the keyword for branding purposes. (Remember that a mobile call to action incorporates two pieces of information – the destination number and the message. The ‘destination number’ is the shortcode and the ‘message’ is the advertised keyword.). You want something that sticks in people’s minds to encourage multiple interactions, word of mouth and brand/program recall.

So which way is more memorable?

You be the judge:

Text WIN to 73774 (Pepsi)

OR

Text Pepsi to 12345

When the Promise of a Customer Reward fails to Connect.

Before you read my story, here's the lesson in it - sometimes it's better to do nothing – to not make a decision to buy something new or trade in the old. Sometimes doing nothing is a reward in itself.

Such was the case this past week, when I was thinking of upgrading my cell phone to one of the “mobile” varieties. You see I’ve owned the same one for 5 years and it basically does one thing very well – make phone calls. But getting a mobile, on the other hand – opens me up to a new world of digital possibilities.

“I’m ready for this,” I convinced myself – a mobile lets me do everything – download music, take photos, text friends, check my LinkedIn and Facebook accounts, watch podcasts – even be at the ready to shoot video just in case... of escaping circus elephants rampaging down Yonge Street. I imagined taking that esteemed position on YouTube – owner of the most downloaded video in history. I can’t wait any longer, I thought – where do I go to sign up...?!

The timing was perfect too. I just received a friendly letter from my carrier telling me I had been a “valued” customer for more than 5 years – 3 of these without a contract to bind us together. It seemed because I had chosen to be with them, they recognized this and were about to reward my loyalty big time.

The letter went on -“we would like to thank you for your business.... so we’ll give you a credit worth up to $250 as a bonus renewal offer towards the purchase of a new phone or PDA when you renew your service agreement...“thank you for choosing us.”

Sweet, I thought - I can get a really cool mobile for next to nothing and gladly surrender to a three year term until the next generation of mobiles comes along.

Well, here’s what happened.

I went into one of my carrier’s retail stores, letter in hand, and was met by a pleasant sales person named Wanda. I told Wanda I was ready to make my move to mobile, and even had a $250 bonus credit as a renewal offer to work with. I explained I’d been a loyal customer for five years and just got this special letter saying as much. “Wanda, I said - only show me the best and latest of everything you’ve got. I’m ready!”

“Well actually,” Wanda said, “the price you see beside each model is the price you pay – we’ve already factored in the discount – the $250 credit in this letter anyone can get.” Oh I see. So I asked Wanda to check my account. Surely there’s a notation saying how loyal a customer I have been and to give this golden apple whatever he asks for....

She looked up my details and paused...hmmm, she said, slightly puzzled, “it says here DO NOT RENEW.” “What? I asked, what does that mean?”

“Well, she explained, you have a really good mobile rate we don’t offer anymore, so when we get you in here and sell you a new mobile phone, we put you into a “current (read: more expensive) rate plan.”

My hopes of going mobile were quickly fading like a weak transmission signal....

With either of us not ready to give up, Wanda took me through the latest models, asking lots of good questions in order to point me towards a model and monthly plan that we thought would suit my needs.

I thought to myself, well I’m already here, Wanda is helpful, I love this mobile model she showed me, and it’s not that much more a month – I’ll just suck it up and get it.

We made our way back to the register when she dropped another one. “I wanted to mention that you’ll also have to pay a $35 ‘upgrade fee’ because you’re getting a new model.”

Call me crazy, Wanda, but can we summarize here?

1. The $250 bonus renewal offer I received is available to anyone – not just us “valuable clients?”
2. I still have to pay the net cost of the phone ($49.99 for the model I wanted)?
3. If I do get a new mobile, I have to go into a more expensive monthly rate plan?
4. I have to pay an upgrade fee on top of the $49.99 for the phone?
5. I'm a valued client - a loyal customer?

How sad - I did understand all this correctly. Oh sure, I could call an 800 number, wait on hold for 20 minutes and then complain to the customer rep on the other side of the world that I feel totally taken advantage of. But why bother? If they don’t get it... why bother??

I have two points of view here on how I’m feeling after this experience.

As a Marketer
I see the revenue and profitability potential with this program. It probably went something like this: Generate a list of active GTA subscribers with expired contracts. Send them a letter with a $250 phone credit as incentive to drive them in store. Then upgrade their model and monthly plan.

I’m sure the ROI on this program is through the roof – the DM piece was less than $1 and the lifetime value of my business is in the thousands of dollars.

What is the effect on long term customer satisfaction with these types of programs? Did anyone really scrutinize the offer copy and come to the conclusion that it was in fact no offer at all? What's the cost of losing a high value customer (me) to their bottom line?

As a Customer
I feel like I was tricked into coming into the store – duped by a letter implying I was entitled to a reward for my loyalty that didn’t even exist. I feel cynical about what it means to be called a "valued customer" and what a "bonus renewal" offer really means.

That day, my goodwill towards this company dried up quicker than fresh rain on a desert floor. So I did absolutely nothing – I walked out of the store with my old model, trusted and reliable cellular phone, knowing that every month I get a bill for services that I’m paying less than the company wants me to.

I guess I do get a little reward after all.

When Customer Service sells. And when it doesn't.

I'm going to forget that I'm a marketer for a moment and pretend that I'm only a consumer. I think it's important to do that every now and then (or whenever I'm not at work) because consumers don't think like marketers. They think like my Dad who doesn't understand what I do for a living.

My internet service provider used to be a company well known for its pitchbeavers. One day, that internet service crashed and said company could not seem to figure out why or how to get me back up to high speed. So I switched to Rogers for my home internet connection. Then, about a year later, I needed a new cell phone, so I naturally switched to Rogers Wireless. Then my wife and children needed cell phones. Rogers was the first place I thought of. Then I got telemarketed one day and was asked to switch my home phone to Rogers. So I did. Now, when Rogers goes into the dog walking business, I'll be there with my two labs and a leash.

The reason I've become one of Rogers' best customers isn't necessarily because they have better phones, or faster high speed access. It's not even that they put everything on one bill. Even beavers can do all of that.

It's simply that I have had excellent customer service experiences with them each and every time I've needed to deal with someone at Rogers. Now, I'll be the first to admit that I hate their Interactive Voice Recognition (IVR) system. (Please get rid of that thing!!!) But once I get a real person, they're always helpful, patient, kind and results-oriented.

Then I happened to walk in to a Rogers retail outlet about a month ago for a superficial issue with my Treo 650. The store's sales representative, Alex, told me I was eligible for an upgrade to the new 680. I bit. (Love a new gadget.)

Over the following week, I realized that the 680's battery didn't seem to hold a charge. By 9:30 pm, I'd be out of battery. I contacted the store and spoke to Alex. He emailed me back with an online solution which I tried right away. Didn't work. He suggested I come in to the store (not convenient since it's located at Queen's Quay and I live in North Toronto) for a new battery. So I did. He wasn't there but the other rep had the battery for me. The new battery didn't fit the new Treo. Not impressed.

Later that day, I got an email from Alex saying he would replace the whole Treo, that he was sorry for any inconvenience, and that his goal was to be sure I was happy with my purchase.

I couldn't believe that the customer service I experience whenever I call Rogers extended right down to store level.

All of this to say, why doesn't Rogers differentiate itself from everyone else by advertising something that is NOT a commodity in their very commoditized business? Customer Service. Their advertising is all about fewer dropped calls, the Fave Five, and everyone in the family wanting an internet connection. I don't get it. Any number of telco's can make the exact same claims, and are.

Rogers, you have an opportunity to differentiate yourself in your advertising. I'm doing my part as a consumer with this posting. Now it's your turn.

While I'm on the topic of customer service, I have to ask, is WestJet for real? Seriously. Their advertising shows flight attendants chasing people down in the street to return cell phones and giving the sweaters off their backs to passengers returning to a cold climate from a sunny vacation. Maybe they really can fulfill on those promises. But as a viewer of those commercials, I'm not buying or believing it.

If an advertiser has a valid point of difference (like stellar customer service), and they go so far over the top with their advertising campaign that it stretches credibility in the consumer's mind, they're wasting their money.

Got any amazing customer service stories? Share them with those of us who would be more than happy to put our faith (and hard earned money) into companies who think like marketers -- and consumers.

The "Millennials" - a genuine moving target [ ;--0)

Meet Paul. He could be described as the “average” young man of today. At 25, he’s just finished college, has a new job, a large circle of friends he can instantly connect to using his mobile. And he’s never had a land line. Paul is part of the generation of Canadians surrounded by digital media and technology since birth. By the age of 12, he’s been comfortable using IM, text messaging his friends and sharing music files.

And then there’s Tiffany, 24, a senior editor at a local online city site. She begins each day in her Liberty Village loft with a diet of Gmail, Hotmail, work e-mail, Globeandmail.com (I haven't picked up a print newspaper in like, forever," she says) and blogs, in that order. She says it’s a necessary regimen for maintaining a functional dialogue both at work and in her circle of friends. Tiffany, who grew up in Markham and earned a fine-arts degree from the Ontario College of Art, says mobile phone text messaging is the default mode of communication for her set, surpassing e-mail, instant messaging or even talking on the phone itself.

Introducing... the Millennials.

In a recent USA Today article, children of Boomers and older Generation X’ers are being referred to as the ‘next great generation.’ Since arriving on planet earth, they’ve been told they’re smart, to be inclusive and empathetic, and focus on goal setting and achievement. According to another ready by Claire Raines, Connecting Generations, Millennials have been bombarded with a unique set of consistently positive messages that have created idealistic, confident and hopeful youth.

"I heard it on the (digital) Grapevine."

As this group is the most tech savvy in history, they tend to use altogether different channels for gathering their news and information. "What we're seeing is a whole different relationship with marketing and advertising which obviously has ripple effects through the entire economy," said Mr. McKenzie, who heads a Millennials Strategy Group at Frank Magid & Associates. For the millennials, he said, "reliance and trust in non-traditional sources - meaning everyday people, their friends, their networks, the network they've created around them - has a much greater influence on their behaviours than traditional advertising." It’s the peer-to-group phenomenon - a digital-age manifestation of the grapevine.

Consider these thought starters and innovations as ways to reach the interactive generation:

1. Learn the abbreviated language and slang of the IM and text user.

2. Social networking spaces like Facebook and LinkedIn will continue to gain share of mind and time and become new digital ‘jump off points’ versus the traditional portal home pages of today.

3. Corporate blogging will be seen as a primary way for PR folks to plant, shape and influence conversations. Success will be measured by the frequency with which a company’s key messages become part of a content conversation string or ‘online snowball.’

4. Bloggers and their opinions will become new “brands” and will be actively targeted and courted in the hopes of your key message coverage.

5. Marketing programs benefiting those less fortunate or helping causes will be widely accepted.

6. Commercial units will be produced in a variety of sizes, formats and lengths to fit the vastly increasing number of video formats and delivery systems available.

7. Look for continued innovation on mobile phone screens that improve texting, graphics and general usability.

8. Look for more advertising messages that are activated before and after application usage, like browsing or texting.

9. On the horizon - “Active” searching, whereby a mobile user takes a ‘photo’ of a billboard of say, new Gucci eyewear (actually the phone is reading a barcode located on the ad), and then be automatically connected to Gucci’s company website.

10. Currently being tested - contextual messaging, where a user is pinged with a message from Jodie Foster herself, asking you to check out her new movie, as you walk by the Movieplex.

Millennials are a fast moving, connected, and tech savvy bunch who trade information in a flash. Being invited into their circles and keeping them interested in what you have to say will no doubt require ample battery power and seriously good conversation skills.

CMA eMarketing Professional Certificate Course Starts In One Month.

Quick reminder that the fall semester of the Canadian Marketing Association's eMarketing Professional Certificate Course is just one month away.

I have taken on the responsibility of instructing the course from Ken Schafer of Tucows and have also revamped the course materials, updating the outstanding sessions originally crafted by Ken.

The course covers web site best practices, usability, social media, email, search, eCommerce, privacy, analytics and online advertising with practical examples, case studies and stimulating discussions over a 15 week period. Students will leave with a solid foundation of today's digital landscape and a superior marketing skill set in order to go forth and make their own mark in the growing medium.

It starts up September 26, 2007 and there are only a few spaces left. For those interested in taking a deep dive into the ever evolving world of digital marketing, don't delay.

Kick start your future with the CMA's eMarketing course. For more information, or to register for the course, please visit the CMA website. I hope to see you there.

UPDATE: I forgot to mention the course is available in Toronto and Montreal. Mitch Joel, and Dave Haber of Twist Image will be the course instructors in Montreal.

QR codes (a.k.a. 3 D codes) - The holy grail for mobile marketers?

Despite recent attention spurred on primarily by a couple of agencies that all of a sudden were mobile marketers, QR codes will not make many waves in 2007 or 2008. Don’t get me wrong, the technology will eventually make a huge impact and I applaud the recent efforts by Vespa to incorporate the technology but as the old saying goes – you need to walk before you run. For an explanation of QR codes visit a smart microsite developed by Dentsu Canada.

Very cool isn’t it? This scenario will happen, however I feel compelled to address some barriers and assumptions to this model. They are:

Handset limitations. Keep in mind handsets must be web enabled and able to send/receive picture messages - which isn't a substantial barrier. However more challenging is the software application that must be downloaded to receive and process the codes. I tried to snap a picture of the Vespa QR code recently but the fine print instructed me to visit a WAP site to download the app. A bit of a pain, but I was a very motivated consumer. Unfortunately my Nokia 6265i (which is less than a year old) was not supported and I was unable to enter the contest. What the Denstu website failed to point out in their Japanese example was that the Government, wireless carriers and manufacturers all got together and decided to pre-load the app in most phones.

Entry mechanism. I don’t understand why taking a picture of a code is easier than sending a keyword to a shortcode and receiving a WAP push (WAP push will facilitate a WAP session where the QR code is hosted). I am extremely confident that a SMS call to action will yield a much higher response rate vs. a “take a picture” call to action. Because the audience is asked to take a picture this raises a proximity barrier. Let’s not forget that part of the appeal of mobile is the viral benefits. How would one enter this contest without being near the media execution? This proximity shortcoming is also my beef with Bluetooth transmitters.

QR Readers. No doubt the greatest barrier to the scenario described in the microsite is the redemption of these codes. Imagine for a second retrofitting hundreds, or even thousands, of Coke machines with one of these readers. Needless to say, I won’t hold my breath. North America is at least 3-4 years away from having m-commerce enabled vending machines that can support a campaign of this nature. Once again this is a similar infrastructure challenge to Bluetooth technology. The reach is just not there.

Mobile Ticketing is the first step.
We’ve already started to see some examples of QR in action, most notably with Rogers wireless at one of the Toronto Raptor playoff games this past season (see Strategy Magazine sponsored supplement, August 2007) This foray into QR was viable because redemption occurred at one physical location. In my opinion, POS terminals and back office software vendors will be a catalyst contributor to moving this technology further.

One last note, why are these called 3 D codes? Last time I checked my mobile screen was flat...

Do ya DIGG?

Fifteen of the world’s largest interactive marketing firms were recently asked which emerging technologies will have the greatest impact on the future of their design practices. The results put forth in a Forrester Research study were recently released in a report entitled "The Emerging Technologies That Matter Most to Interactive Agencies". The results, although not surprising, give marketers a heads up on where to focus their efforts.

Mobile Devices made the top of the list, as being the most important area of focus and growth for interactive agencies. All you have to do is look around to get a sense of how influential mobile marketing can be. From sponsored shows like American Idol, where voters text in their vote for the candidate they want to win, to grassroots experiential mobile campaigns, mobile is here to stay and is increasing in influence and reach.

Online Video was next on the “what matters most” list. It’s no secret that viral video campaigns can be highly effective. Look at the Dove Campaign for Real Beauty, or the Philips Shave Everywhere campaign. These are hugely successful examples of how a strong video campaign can launch a brand into super stardom. Another CNN YouTube debate has now been scheduled for just after Thanksgiving, proving further that video is a beloved medium for the masses.

AJAX was another area of importance for interactive marketers, topping the RIA list, beating out Flash. Next month the AJAX World Conference & Expo will take place in Santa Clara and is being touted the i-technology conference of the year. In less than 18 months, the AJAX World event has grown from a single day seminar to a 4 day international conference.

Social Networking technology naturally made the list. Internet apps like Facebook and DIGG are changing the way we interact on the internet and demonstrating our willingness as a culture to share and exchange information freely. A new social networking site called Sk*rt was launched this week, which is in essence a DIGG of sorts for women. The site, which was launched by four female bloggers, is a social ranking platform that acts as a portal for women to discover cool ideas, articles, information, and products that are female relevant.

Marketers are already discovering that Social Networking campaigns don’t follow the same traditional marketing protocol. Successful campaigns in this arena mean developing a personal intimate relationship with the end users and allowing them to have a voice, which can sometimes be scary for marketers, but gives brands a more human face resulting in a deeper connection.

With all of these emerging technologies floating around in the ever-changing world of marketing, it’s a daunting (but necessary) task to keep on top of the trends that are shaping our world. Even if you are focusing on just one of these four areas, you are on the right track.