Mobile Marketing Not Just for Teens as ipsh! and Oxygen Media Find New and Willing Segment; Promising Conversion Rates Demonstrate Adult Women Prefer a Little ''Text'' With Their Romance
Post-Teen Mobile Market Responds Better Than Industry Standard
“Age, gender, and geographic mobile targeting allowed us to reach the right audience”
Most mobile marketing information has pointed to the teen market as the appropriate segment for brands to target but recent results are showing new segments open and willing to receive mobile promotions. Take for example the Mr. Romance promotion, which to date has generated a 15% conversion rate of women responding to the original text message vs. 8% of traditional mobile campaigns operating under the same promotional concept.(1)
Permission-Based Mobile Lists a Big Hit
Another unique part of the Fabio campaign was usage of a permission-based list provided by ipsh! and its partners that allowed Oxygen to target a specific age demographic based upon geographic location.
Using ipsh's opt-in database, ipsh! Push, approximately 50,000 women (ages 18-33) were sent messages about Oxygen's new show, Mr. Romance, with the opportunity to send a Valentine's Day Greeting Card to their friends' cell phone and a recorded message from the host of the show, Fabio. Over 15% of these subscribers pressed "talk" on their handsets to hear Fabio's personalized Valentine's Day message, and Oxygen reported a 30% jump in traffic to the oxygen.com web site during the two days that the messages were sent out.
In addition, the integrated campaign featured on-air promotion of a shortcode (you guessed it, "FABIO") where audiences could, in American Idol like fashion, cast their votes for show contestants in real-time. Online, banners allowed audiences to send Fabio's Valentine's Day greetings to friends and interact directly with the show's content as well as download free mobile wallpapers of Fabio and contestants.
"Age, gender, and geographic mobile targeting allowed us to reach the right audience," said Melissa Wolff, Director of Consumer Marketing for Oxygen. "With the rising number of women embracing text messaging as a form of communication, Oxygen sees SMS playing an important role in future campaigns."
ipsh! President Nihal Mehta believes that segmenting new audiences, such as adult females, will become the next major trend in mobile marketing. "ipsh!'s permission based database of over four million subscribers offers brands a distinct advantage when reaching out to niche audiences. The simple rule of thumb is that as promotions become more targeted, conversion rates increase, which creates a more effective communication channel for marketers."
ipsh! (www.ipsh.com) is the North American leader in innovating, developing and deploying effective, turnkey mobile marketing strategies for clients and major brands such as ABC, American Express, AOL/Time Warner, Bertelsmann, British Airways, Budweiser, Dunkin' Donuts, EMI, Kellogg's, HBO, McDonald's, Reebok, Universal, Warner Bros, and many more.
ipsh! enables companies to reach existing and potential new customers through innovative mobile marketing strategies including reminders, promotions, ringtones, pictures, games, one-touch voting mechanisms, interactive 2way polling/reporting, live events, interactive chat, MMS (multimedia messaging services) and mobile video. More at http://www.ipsh.com.
About Oxygen Media
Oxygen Media is a 24-hour cable television network that puts a fresh spin on television for women. Oxygen airs a diverse array of original series including the spontaneous, unscripted, daily Oprah After the Show, the hidden camera prank show, Girls Behaving Badly, and the live call-in show, Talk Sex with Sue Johanson. Oxygen is also the home base for Ellen DeGeneres with the acquisition of her hit talk show The Ellen DeGeneres Show and sitcom Ellen. Oxygen airs more original programming and delivers the youngest audience of all the women's networks. Founded in 1998, the network is independently owned and now available in more than 54 million cable households. Oxygen Media also owns and operates www.oxygen.com.
(1) 8% standard is based upon prior ipsh! data compiled from person to person (p2p) SMS mobile campaigns picked from over 300 total mobile marketing promotions executed in the United States between 2001 and 2005.