Monthly Archives: May 2012

May 31 2012

Examples of SMS viral marketing campaigns

Summary: Our guide will look at case studies of firms who have succeeded with their viral text messaging campaigns

Many marketers may have achieved success with a traditional SMS marketing campaign.

Perhaps a mobile-only offer has reaped rewards with subscribers responding well to an exclusive deal which they could not get elsewhere. Or maybe a location-based SMS message sent to mobile phone users in a specific region has struck a chord with locals.

Whatever campaign firms have ran in the past, their success could have been taken up a notch if they went viral. By encouraging customers to share these messages between each other, firms will not only reach those not on their mailing list, but also get their own customers to act as marketers for them.

Our guide will look at some food firms that have managed to get their customers to go that bit further and forward on marketing messages to friends and loved ones.

Dunkin’ Donuts 

In a bid to encourage young adults in and around Boston to enjoy their lattes, Dunkin’ Donuts began sending out mobile discount vouchers to around 7,500 high school and college students. The coupon entitled users to a small hot latte at a discounted price of just $0.99.

The campaign was supported by advertisements by local radio DJs, as well as 400,000 mobile banner ads on mobile websites frequently visited by Boston residents.

With over 1,000 staff members trained on how to redeem the mobile vouchers, the campaign was a roaring success with in-store traffic up 21 per cent and 35 per cent of customers revealing that they were now more likely to purchase lattes and coffee from Dunkin’ Donuts.

What gave their sales that extra push was the sharable nature of the messages, with 17 per cent of participants revealing that they forwarded or showed the message to a friend.

A similar campaign was developed by the Italian division of the doughnut chain, resulting in a nine per cent rise in sales within three weeks of its launch.

GianLuigi Contin of Dunkin Donuts Italy said: “We are directly reaching our targets with a message they can understand.

“Cellular coupons are not cute promotions, rather they are serious marketing tools that not only extend the brand but are also directed towards the people we want to reach.”

Pizza Hut

In 2009, Pizza Hut was looking to set its pizza and pasta dishes apart from its rivals in Pittsburgh.

It decided that an SMS marketing campaign would be the best way to reach out to its target 18-35 age group and, throughout April, offered mobile phone subscribers the chance to win ‘pizza for a year’. All they had to do was send the keywords WIN PIZZA to the short code 94253 and they could be in with a chance of winning a free pizza once a month for a year. Other prizes were also available including free drinks or a free single pizza.

With adverts for the competition running on television and the promise of free pizza for a year, more than 12,000 people took part in the first two weeks of the competition. There were more than 3,000 texts during the screening of the commercial alone.

However, the main driving force behind the campaign was the ability for friends to forward on coupons to each other. As well as driving further participation in the main competition, the viral aspect of the campaign also gave people the chance to guarantee prizes.

By forwarding the text to five friends, mobile phone users would receive a free two-litre of bottle of Pepsi and they could earn a free large pizza if they sent the text on to a further five friends.

What can marketers learn from these case studies?

So what can businesses learn from these two food giants?

Well, it seems pretty clear that their SMS marketing campaigns were not ground-breaking in themselves. Both offered discounts to a target market and promoted the competition through a range of media.

However, what turned these campaigns in to successes was their viral nature. By allowing messages and deals to be shared between users, firms saw their promotion reach a larger audience than they could ever imagine.

If you would like to benefit from mobile marketing why not register for a Dynmark Cloud Portal account today, it’s FREE and you get 10 FREE credits to try it out. Or you can sign up to our FREE to SME proposition meaning your get your messaging credits for FREE.

The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions. You are greeted with a full reporting dashboard to show you exactly how you are using the Dynmark Cloud Platform. From there you can access the solutions by choosing the correct tab and clicking through to the relevant service. It’s also where you can purchase or sign up to additional services.

May 25 2012

How to make your SMS marketing campaign go viral

Summary: Follow our guide on how to encourage mobile phone users to send on SMS messages to others

Going viral.

It seems to be the Holy Grail for marketers right now as they look to create content which will be shared between customers.

Initially, viral campaigns were solely the domain of email marketers as the platform easily allowed consumers to send on messages and promotions to others. However, the phenomenon has grown and grown over the years, with viral campaigns now taking the form of video clips, interactive games, images and, increasingly, text messages.

Despite smartphone users being able to access the internet and apps on the go, it is SMS messaging that remains one of the preferred methods for carrying out viral mobile marketing campaigns.

This is due to the ease of forwarding on a message to friends and loved ones via SMS and many firms are now waking up to the numerous opportunities offered by viral SMS marketing.

Our guide will offer a number of tips on how to make your SMS messages ‘go viral’ and reach a whole network of people you never even knew about.

Include a share prompt

It may seem obvious given that the premise of viral marketing involves sharing, but you should always ensure you make it as easy and obvious as possible for people to do so.

It doesn’t matter if you have created the best marketing message featuring a ‘once-in-a-lifetime’ offer or breaking news, if subscribers are not prompted to share with friends and family members, they are unlikely to do so.

Take inspiration from the Facebook and Twitter buttons which are displayed on websites – offering visitors the chance to share a story with friends via the social networks – by including your own visible reminder for subscribers to forward on the message.

You should also take steps to emphasise how easy it is to send on SMS messages. Previous studies have shown that people will be more inclined to forward on marketing material if it is clear it will be easy to do so and firms should do all they can to get that message across.

Incentivise sharing

A good way to encourage mobile phone users to send on messages is to provide rewards. For example, you could make a competition which will offer users additional entries for each friend that they sign up.

These incentives should also be of a viral nature i.e people who receive the marketing message should also be eligible for rewards that encourage them to forward on the text.

Make your SMS offers stand out

People will not share something ‘every day’. If you regularly offer people a third off on a product on your website or in-store, customers will not be surprised if you were to send this same deal to them through their mobile phone. They may even deem it as a spam text as it was information that they were already aware of or could easily access elsewhere.

This is why any mobile-only offers need to stand out from those available elsewhere. Offer customers half price on a product for a limited time only and they are much more likely to send this deal on to others.

Furthermore, by offering special deals exclusively to mobile subscribers, firms will boost customer loyalty as they will feel they are getting VIP experience.

Why not send out a message to current mobile subscribers letting them know their friends can benefit from the same great offers if they were to sign up as well?

Capitalise on the holidays

With everyone giving each other physical gifts over Christmas and Easter, why not let your customers do the same via a text message?

You could send customers a voucher code for their friends to redeem in-store or online. This will encourage interaction between consumers – exactly what you need from a viral campaign.

Find your most active subscribers

There are obviously people who are more active in terms of texting than others and firms can use these subscribers to their advantage.

Through the use of mobile analytics packages, businesses can identify who receives and sends on the most of your promotional text messages. By sending these select few customers VIP offers, companies will ensure they remain loyal to the brand and not be tempted by competitors.

If you would like to benefit from mobile marketing why not register for a Dynmark Cloud Portal account today, it’s FREE and you get 10 FREE credits to try it out. Or you can sign up to our FREE to SME proposition meaning your get your messaging credits for FREE.


The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions. You are greeted with a full reporting dashboard to show you exactly how you are using the Dynmark Cloud Platform. From there you can access the solutions by choosing the correct tab and clicking through to the relevant service. It’s also where you can purchase or sign up to additional services.
May 24 2012

How marketers can capitalise on the growth of mobile internet

Summary: Our guide charts the growth of the mobile internet and how marketers can take advantage of it

More and more people across the world are accessing the internet through their mobile phone.

A recent report from the International Telecommunication Union (ITU) estimated that there were around 1.2 billion active mobile-broadband users across the world, accounting for around 17 per cent of the global population.

Mobile internet use has soared in recent years, with the ITU study showing that mobile-broadband subscriptions have grown 45 per cent annually over the last four years.

Meanwhile, figures from website monitoring company Pingdom show that the mobile internet now accounts for 10.01 per cent of total internet usage, compared to just 3.81 per cent in 2010.

With more people accessing the web on the move, another trend which is emerging is the rise of ‘mobile-only’ internet users, i.e they never or seldom also use a desktop, laptop or tablet computer for web access.

A report from On Device Research shows that, in developing nations in particular, the majority of mobile phone users who regularly access the mobile internet shun fixed-line connections.

Over two-thirds (70 per cent) of mobile web users from Egypt and 59 per cent of Indians rely solely on their mobile phone for internet access. Even in developed nations, a large proportion of mobile web users are mobile-only with a quarter of US respondents looking at their browser on the small screen.

But what is driving this sharp rise in mobile internet usage? And how can marketers take advantage of this opportunity? Our guide has all the answers for you.

What is fuelling this growth?

One obvious factor in the growth of the mobile web is the rapid advancement in mobile phone technology over recent years.

Whereas even ten years ago it was rare to see a phone with access to the mobile internet, the proliferation of smartphones has given millions of people across the world the chance to check their emails or update their social network page while on the go.

Around nine out of ten mobile phone users in the US and Western Europe now have a phone that can access the mobile web, according to a comScore study, which also shows that the standard of mobile browsing has improved.

While WAP (Wireless Application Protocol) initially brought the mobile internet to the masses, it was severely limited as it only offered basic internet access. Constrained by its limited functionality and poor graphics capabilities, it simply did not offer the same browsing experience one could enjoy at home.

However, with 48 per cent of US and 61 per cent of Western Europeans now owning a handset with an HTML browser, there are very few web services that can not be accessed on the move. 

Infrastructure has improved alongside mobile devices, with The ITU revealing that 45 per cent of the world’s population is now able to access a 3G mobile network - essential for a fast mobile internet connection. However, with the growing demands placed on mobile internet, many of these networks are set to be upgraded to 4G.

Finally, the widespread availability of unlimited data plans has meant consumers are no longer constrained by their tariff in terms of internet access.

How can marketers capitalise on the growing popularity of the mobile internet?

So what does this all mean for marketers? Well, you should first ensure that your company website is mobile friendly and can therefore be viewed easily on the small screen.

Apps are also a good way to interact with customers as they can help simplify tasks. For example, an accountancy firm could set up a tax calculator which can be used with just a few button presses.

Furthermore, with smartphone ownership on the rise, it also increases a business’s potential audience for an SMS marketing campaign.

Many marketing firms in the past could only dream of gaining a direct link to their customers wherever they may be, with traditional platforms failing to offer the same immediate line of communication to a customer. Even e-mail marketing does not offer the same opportunities of mobile marketing as recipients are required to be logged into their account in order to view messages.

In contrast, mobile phone users are more than likely to always have their phone with them at all times, allowing you to send real-time promotional messages safe in the knowledge that the subscriber will read it ASAP.

If you would like to benefit from mobile marketing why not register for a Dynmark Cloud Portal account today, it’s FREE and you get 10 FREE credits to try it out. Or you can sign up to our FREE to SME proposition meaning your get your messaging credits for FREE.


The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions. You are greeted with a full reporting dashboard to show you exactly how you are using the Dynmark Cloud Platform. From there you can access the solutions by choosing the correct tab and clicking through to the relevant service. It’s also where you can purchase or sign up to additional services.
May 17 2012

SMS Marketing Best Practices

Summary: Follow our guidelines on how to run a flawless SMS marketing campaign that will not alienate customers

Despite the proliferation of smartphones, the majority of mobile phones sold in 2011 were simple text-enabled devices.

A recent report from market research firm International Data Corporation revealed that total shipments of smartphones last year reached 491.4 million units, a rise of 61.3 per cent from 2010. However, they still accounted for under a third (31.8 per cent) of all phone shipments, meaning that SMS marketing remains an effective method for firms to reach their customers.

As a relatively new addition to the marketing mix, many companies may be unsure of best practices that should be adhered to when running an SMS marketing campaign. With text messaging being a particularly personal form of communication, it is vitally important that firms take into account the reaction of recipients to any promotional messages.

Our guide will run down some of the key guidelines to follow to ensure that businesses do not alienate their audience with a barrage of unwelcome text messages. 

Obtain permission 

Perhaps the most strict rule for marketers to adhere to: mobile phone users will not be receptive to text messages which they did not sign up to receive.

In addition to the legal obligations to do so, obtaining consent before sending promotional material will undoubtedly boost the success of the campaign as subscribers will be more interested in messages from companies they have a past relationship with and have expressed a willingness to receive content from.

Customers should be given the opportunity to ‘opt in’ to SMS messages via a company’s website, social media page, blog or through print media. This will immediately remove the dreaded ‘cold calling’ aspect associated with sending unsolicited text messages and ensures that your brand’s reputation remains in tact.

This approach will also cut down on costs, as messaging campaigns will be made more efficient by ensuring that none of the texts sent out are wasted on people who are disinterested in them.

Double opt-in 

In order to ensure customers are willing to receive marketing content on their mobile device, some organisations choose to adopt a ‘double opt-in’ strategy. This sees firms ask subscribers to confirm that they want to receive further communications by inviting them to text back a word, such as ‘Yes’.

It is regularly included in the first message and could also offer recipients the chance to opt-out of receiving any additional messages. The double opt-in is often used in paid-for services to make sure subscribers are aware of any charges they may incur.

Personal messaging 

It is always best to address a customer by their first name to help build the relationship between you and the subscriber.

People are always more likely to open a letter or e-mail which features their own name, rather than merely ‘customer’, and the same applies to text messages. 

Appropriate timing 

Even after a customer has signed up to receive mobile marketing messages, this does not mean that they are willing to receive an SMS at any time of the day.

Late-night or early morning messages are unlikely to be appreciated by recipients so companies are best advised to send texts during normal working hours.

Develop a range of texts 

It is unlikely that customers will be interested in all of your text communications and this may put some people off from signing up to your mailing list. In order to encourage more customers to receive your messages, it is prudent to separate them into different categories.

For example, you could give consumers a chance to only sign up for promotional messages or company-related news updates. This will help boost sign-up rates as customers can pick and choose the content which is relevant to them.

Test 

Regularly assessing the performance of campaigns will flag up any potential issues and allow firms to carry out necessary fine-tuning.

By running tests, companies can see if one type of SMS or other marketing strategy is performing better than others and adjust their approach accordingly. This will iron out any flaws present in campaigns and offer companies a better understanding of how their customers prefer to receive information.

If you would like to benefit from great results like this for your business why not register for a Dynmark Cloud Portal account today, it’s FREE and you get 10 FREE credits to try it out. Or you can sign up to our FREE to SME proposition meaning your get your messaging credits for FREE.

The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions. You are greeted with a full reporting dashboard to show you exactly how you are using the Dynmark Cloud Platform. From there you can access the solutions by choosing the correct tab and clicking through to the relevant service. It’s also where you can purchase or sign up to additional services.

May 16 2012

Tips for SMS Marketing Campaigns

Summary: Our guide will show you how to make the most of your SMS marketing campaigns

SMS marketing has exploded in recent years as more firms look to capitalise on the growing rate of mobile phone ownership across the world.

Figures from The International Telecommunication Union show that there were 1.46 billion mobile subscriptions in the developed world last year, which averages as at least one mobile phone per person.

With mobile phones outnumbering people, marketers can be almost certain of getting in touch with their clients and potential customers wherever they are. However, a high proportion of mobile devices does not guarantee success.

Many firms may be used to email marketing, where they are given a large amount of space for words and pictures to convey their message. SMS marketing varies greatly from its older sibling as there are just 160 characters available and firms must make the most of them.

Our guide will run through all the key points to help you achieve success in your SMS marketing campaign.

Be succinct and focused

With such a limited amount of room, SMS marketing messages must be as succinct as possible. There can be no room for any cliched phrases or extraneous details.

Marketers should focus on conveying their deal as simply as possible to their customers and explain how they can benefit from becoming, or remaining, a mobile subscriber.

Stick to a single message

Although it may be natural to try and tie in related offers in with a message, doing so will only confuse a customer.

The size limitation means it is difficult to adequately differentiate between offers and the inclusion of multiple discounts will only dilute the message of the main promotion.

It is therefore advisable to focus on one offer at a time so every character is being used to advertise your latest product/service.

Avoid text lingo

Unless you are pushing an offer specifically for youngsters, it is best to steer clear of the use of text lingo. Although phrases such as ‘LOL’ (Laugh Out Loud – not Lots of Love as a certain Mr Cameron wrongly thought) may often be used by mobile phone users, you still want to portray your company in a professional light.

With sufficient time set aside to construct a marketing text message, even abbreviations can be avoided to ensure an expert image is created.

Timing is everything

As SMS messages are instant, marketers can virtually ensure that subscribers open the text around the same time it is sent.

Text messages should be sent out at various times of the day to different demographics so as to determine the best time to send messages. As a rule of thumb, most people are more inclined to respond to SMS messages in the late afternoon, evening and weekends.

Identify yourself clearly

Many SMS marketing packages now ensure that a business’s name shows up on its customer’s mobile phone but this is certainly not always the case.

Companies will therefore need to clearly identify themselves in the body of the message in order to reassure recipients that the message is from a trusted source.

The majority of mobile phone users will delete an anonymous message from an unknown number, making it imperative for firms to introduce themselves early on in the text.

Include a call to action

A call to action is exactly as it sounds. It invites the customer to carry out a directive such as attending a store opening or taking advantage of a particular offer.

The interactive nature of calls to action make them an essential part of any SMS marketing message as they help enhance the relationship between the customer and business.

Short sentences and action words

Such offers should also advertise the benefits of acting immediately. As text messaging is an instantaneous medium, marketing texts should also adapt to this real-time environment.

The use of short sentences may appear obvious when writing a text message but, by avoiding long and drawn out sentences, key points will become immediately become clear.

These sentences should begin with an ‘action’ word such as buy, sell or save to grab customers’ attention and encourage further interaction.

If you would like to benefit from great results like this for your business why not register for a Dynmark Cloud Portal account today, it’s FREE and you get 10 FREE credits to try it out. Or you can sign up to our FREE to SME proposition meaning your get your messaging credits for FREE.

The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions. You are greeted with a full reporting dashboard to show you exactly how you are using the Dynmark Cloud Platform. From there you can access the solutions by choosing the correct tab and clicking through to the relevant service. It’s also where you can purchase or sign up to additional services.