M3NetworX® Reveals Case Study Addressing The Accountability of Incentive Based Mobile Marketing

It’s important to take any press release with a grain of salt, but an interesting one has surfaced from M3NetworX®, a well-known Mobile & Media marketing firm.

As one who has long been curious about the accountability of incentive based mobile marketing, I was attracted to some of these campaigns developed for consumer engagement, at least according to the tracking and reporting methods used to quantify the results.

On Tuesday, M3NetworX released it’s first public case study. Utilizing a generic/non-branded campaign, M3 showed how it was able to drive results and engagement by building “challenging and fun quiz games” around winning prizes such as a big screen Plasma TV, etc.

Case Study: Mobile, Marketing Campaign using “Quiz Challenge” Application:
Objectives:
-Test SMS efficiency as a mechanism to engage consumers and track information
-Target males aged 18-49 as the primary Demo and A18-49 as the secondary Demo, with entertainment and prize-winning experiences
-Create consumer awareness through a multi-media awareness strategy
-Analyze consumer behavior and response rate to determine economic feasibility

Strategic Approach:
-Launched Beta test of campaign in across several media outlets in a small Beta set over the course of approximately 90 days
-Created in-depth trivia data base to engage consumers in a game of skill through text messaging answers to posed trivia questions
-Assigned multiple keywords and aliases for each media outlet to track individual results and media type
-Developed additional game features to understand extended SMS engagement options and the ratio of opt-in per user

Results:
-Generated 74,738 text messages in less than 90 days
– Percent of total message exchange generated across Tier 1 and Tier 2 Carriers: 93.91%
-Average play per unique mobile ID was 3.25 times
-Markets rated 1-20 by DMA were responsible for 24.1% of total message delivery
-Opt-in rate for additional game features over the test period averaged 24% of total participants
-Gained valuable customer and market insights

This case study speaks – at least I think so – not only to the growing desire of advertisers to build communities around their brands, but of nobile marketing’s ability to facilitate that relationship in a modest amount of time.

Trying to foster that sense of community could very well be the current motor behind mobile marketing at least at a time when extra cash is tight for the masses and brand loyalty could be the only hope some businesses have to compete and stay afloat in a sluggish economy.

Now that mobile marketing has been around long enough to begin objectively analyzing and quantifying the results of small and large scale campaigns, it will be particuarly telling to see how such results dictate future trends in the mobile marketing industry.