Lenco Mobile

Back from a difficult 2009, auto advertisers are expected to increase spending 4% across all media and 14% for Online advertising specifically (Borrell Associates). There is a belief among dealers that the online channels drive a majority of their walk-in traffic (although no specific data supports this assumption). In regards to the mobile channel, auto manufacturers and auto retailers alike have shown a willingness to invest in branded applications for both iPhones and Android operating systems as well as in-app-ads for the iPad.

Auto ad spend in the mobile vertical has been ramping up significantly in 2010, pushing it into the number 9 spot on the top 10 verticals list. And research from InsightExpress  reveals a better impact for mobile advertising compared to online ads estimated of 4 times higher when considering automotive purchase intent. Other mobile ad verticals measured were CPG (3x), Entertainment (4x), Travel (5x), Technology (7x), and Retail (8x). Earlier this year, Kia ran a mobile campaign in partnership with mobile music provider Pandora where it leveraged banner and in-App video that saw significantly higher response rates than traditional web advertising (Mobile Marketer).

A particularly important component in the rise of mobile campaigns is the ability for advertisers to develop specific and targeted rich media for smartphone handsets. Expanded Rich Media increased 3% to represent 6% of the Campaign Destination Mix in June. Automotive brands, like Entertainment advertisers, are designing rich media elements in their campaigns that are unique to mobile – not just re-purposing creative from the Wired Web (Millennial Media’s S.M.A.R.T. report, June 2010).

Additionally, the trend by advertisers using the Targeted-Audience campaign methods (Demographic, GEO, Audience Takeover and Behavioral Audience), continued in July 2010 on the Millennial network (80% reach) with 43% of campaigns utilizing these methods. They also noted that advertisers in the Automotive, Telecom and Retail & Restaurant verticals leveraged the Store Locator/View Map post-click campaign action to drive offline traffic to their bricks-and-mortar locations.

Lenco Mobile customizes mobile campaigns for both auto manufacturers and auto dealerships.

Lenco Mobile designs custom solutions that reach consumers wherever they may be searching for products and services. Leading channel solutions coupled with specialized industry expertise in such verticals as Automotive, Telecom, Banking, Education and Retail, provide clients with tangible results by understanding unique customer dispositions.

Customized online and mobile programs for the automotive industry include developing strategies and specific campaigns around auto manufacturer’s and auto dealership efforts to generate targeted mobile marketing messages that reach consumers in all phases of the purchase funnel. Specific tactics are leveraged in mobile (MMS/SMS), lead generation (partner sites, mobi sites and apps), internet radio advertising (video, display and audio units), and loyalty based programs.

These campaigns will provide relevant information and services to customers supporting sales & marketing, research, pricing, customer services and retention programs for both the auto manufacturers and their dealerships. Past campaigns include major automotive brands such as Mercedes, Toyota, Alpha Romeo, Land Rover, Nissan and Ford.

Advertisers are beginning to understand that mobile marketing is no longer an elective within the interactive marketing mix, but rather a requirement given the ubiquity of mobile devices. The importance of the mobile channel hit critical mass once cell phones accomplished ‘convergence’ – combining the traditionally independent channels of TV (video), web browsing, messaging, email, music, and photos (camera) into a portable device. Mobile convergence, coupled with the ability to have a deeper level of engagement on a portable device that consumers have with them on a continual (24/7) basis, is what really makes mobile marketing an essential component of any marketing strategy.

A recent study by mobileSquared found carriers believe that, of all forms of mobile marketing, coupons (61%) and SMS/MMS (58%) will become the most dominant by the year 2015. The subject of mobile coupons will be covered in a separate Lenco Mobile blog post, but the second place medium – mobile messaging, is currently the largest data application in the world.

Almost all mobile phones (over 99%) have the ability to send and receive text messages. This addictive medium has been popularized by television shows such as American Idol and Dancing with the Stars, as well as by an entire teenage and pre-teen demographic that prefer text messaging to mobile calls as a method of communication. From an advertiser’s perspective, text messaging has the lowest barrier to entry of all the mobile marketing channels and is more than twice as popular as mobile search or mobile app usage (360i research). However, the real channel challenge is to engage with this highly personal medium in a valuable and relevant way that does not violate the permission based trust with customers. All SMS campaigns require single opt-in acceptance and all MMS campaigns require double opt-in acceptance.

Lenco Mobile’s mobile messaging solutions include customer acquisition, campaign development, and qualified message delivery.

MultiMedia Messaging (MMS) allows brand owners to offer a deeper, richer engagement with their customers. MMS messages can include text, audio, images, and video content. Lenco Mobile has designed and delivered MMS messaging campaigns for some of the world’s leading brands.

Recent data suggests that a significant number of consumers would be open to receiving relevant marketing from their favorite brands to their mobile phones, but the majority of those polled have not yet been solicited. Due to the SMS and MMS opt-in requirements, it is important to develop qualified mobile marketing lists. Lenco Mobile develops and manages lists through a variety of online and offline strategies leveraging short codes and loyalty programs. In general, list building tactics include comments, contests, content/news/alerts, and more.

A key factor in the execution of any messaging campaign is to ensure delivery across multiple wireless carriers like Verizon, T-Mobile, AT&T, Sprint, and others. Lenco Mobile’s proprietary message delivery platform generates matches with each handset type for optimized delivery and can track opened message statistics. Lenco Mobile technology even allows for follow up messages to be sent until the handset is turned on, connects with a compatible network, etc.

Mobile messaging has produced a novel capability to send communication to another person almost immediately. Using a mobile messaging device like a cell phone allows the user to send SMS messages, text messaging and more, which can be comprised of just text, or include visuals such as pictures, audio, film clips, and more, all for standard or low rates.

Companies such as Apple, Microsoft and Google have taken advantage of mobile messaging, acknowledging how your phone can provide a constant connection and new level of productivity at work and at home with unlimited access to private calendars, reminders, voice mail, text messages, multi-media messages, email, address book, and much more. Windows has added new corporate applications to enhance your mobile messaging so that as employees you are able to exchange information, continuing group or team collaboration, messaging, as well as basic communication, no matter your location. Mobile messaging will no doubt improve work productivity through the ability to connect via email. Large organizations, entrepreneurs, work from home parents  and small businesses have all benefitted from this technology and will continue to benefit as further technological advancements are made.

Windows now offers enhancements for your mobile messaging which include new and improved email with easier access and better service features, more functionality, spam protection, as well as access to each version of Microsoft Exchange, depending on the heightened features and capability of your phone. Managing investments, collaboration, group messages, emails and knowing that all of the aforementioned is done under great security measures as well as enhanced accessibility makes mobile messaging worth the investment.

Web-based teams or those who are telecommuters now have improved capabilities from businesses such as Lenco Mobile when it comes to their mobile messaging needs. It allows for more intense graphics, audio clips which are clearer and crisp, as well as faster downloads,  visibility of charts, graphs or slides all the while using less bandwidth. Address books and contacts are handled and transferred with ease through mobile messaging and this is only the beginning.