Silverpop has launched a new tool giving its customers the ability to run two-way behaviour-based SMS campaigns.
The software, run in partnership with ad technology firm Velti, lets recipients text brands for information as well as enter Text to Win competitions.
It will also be a platform for them to encourage customers to vote on different subjects via text, with all gathered information stored in one centralised location.
“In today’s multichannel world, in which 67 percent of the global population uses mobile phones, it’s imperative that marketers communicate on their customers’ terms, delivering relevant and personalized content when and where they expect it,” said Bryan Brown, director of product strategy with Silverpop. “With our new mobile offering, not only do our clients have even more exciting ways to engage with their contacts, but through these interactions they will be able to learn more about each individual– collecting valuable data that can be used to encourage them to make a purchase decision. And with our mobile messaging and email offerings working seamlessly together on one platform, marketers can ensure messages are as consistent, targeted and relevant as they can possibly be.”
The functionality includes previously available features such as email opt-in via SMS, promotional texts and text alerts, as well as new capabilities, including the following:
• Text for Information – Marketers can allow their mobile customers to request and receive information via a texted keyword
• Text to Screen –Marketers can make it possible for presenters, speakers and conference hosts to interact with attendees in real-time by displaying content submitted via text during a live presentation
• Text to Vote – Marketers can deploy campaigns where mobile participants can cast a vote via text
• 2-Way SMS Interactive Campaigns – Recipients can initiate a two-way dialogue with a company by sending a keyword via text that triggers a series of additional text messages based on a predefined workflow.
• Text to Win – Marketers can enable customers to enter a contest or drawing by texting a keyword
Many of these new features allow marketers to take advantage of pre-developed templates rather than having to manually build new campaigns. And the campaigns can be cross promoted via an unlimited number of channels, including television, radio, direct mail, Web, email and social.
“We are thrilled to work with Silverpop, a like-minded company that understands the importance of mobile in an effective marketing strategy,” said Niles Lichtenstein, Vice President of Platforms, Velti. “In a world where the traditional notion of a marketing funnel has been drastically altered by the range of channels a brand can use, the mobile device becomes a critical way to delivering highly relevant messaging at the right time and in the right context. The powerful combination of delivering coordinated messaging across mobile, email and Web is a game changer for today’s digital marketers.”
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