Adverblog: MMS marketing worked for Samsung

Adverblog: MMS marketing worked for Samsung

Very few people, including Samsung, will argue the effectiveness of MMS as a marketing channel, but where I take issue is with the response rates. Enpocket has been using these types of statistics for some time. What would be more interesting to me is the response rate to the initial creative that secured the consumer's opt-in in the first place.

It's not clear from the article where the campaign was run, but if it was in the EU then the consumer had to opt-in to receive the content in the first place.

Samsung is sending these messages to members of their Fun Club. How many Samsung customers were presented with the option to join the Fun Club? What percent of those customers chose to join the Fun Club?

My point is this: Opt-In members of the Samsung Fun Club are pre-qualified as consumers who a.) want to receive fun mobile content and b.) are expecting to receive MMS or other messages from Samsung. As such, to get a 15% uptake and 2% conversion on a highly pre-qualified audience is not such a big deal.

It's all a matter of putting the statistics into perspective.

Let's put them into a new perspective. 1%-3% of consumers will respond to traditional marketing - let's be generous and say that Samsung attracted 5% of their customers to join the Samsung Fun Club. Of those 5% - 15% responded and 2% converted. So - of the original Samsung customers the effective results are 15% of 5% or 0.75% response and 0.30% conversion rate. Suddenly, those numbers are not the stuff of headlines.

But enough negativity....

The premise Mike makes that, "Conversion rates are more immediate and more dramatic when brands market to customers on the same device where mobile content is downloaded and consumed". Is absolutely true and spot-on. And mobile is a great channel to deliver content to opt-in consumers. But let's be realistic about the effectiveness. The last thing we need is more unnecessary hype in the market place.