By: Jake Lazarus, CEO and co-founder of OpenMessage
Creating the perfect Super Bowl moment is a daunting task, and it’s easy for brands to miss the mark when competing for consumer awareness and engagement against top national brands. It’s time for marketers to reach consumers where they are engaging the most – in messaging.
While 90% of all text messages are read within three minutes of being delivered – it’s time to realize that brands can do so much more than push promos via black text and grey bubbles. Brands must adopt new technologies in messaging that have color, images, interactive commerce, and one-click call-to-actions within a single messaging platform.
New innovations in messaging, such as Rich Communication Services (RCS) and HTML-based content messaging, allow for enhanced creative options like interactivity, high-resolution imagery and custom-branded design. And given that nearly 80% of consumers find RCS features more appealing and 74% say it would make them more likely to communicate with a brand, it’s a no brainer that smart marketers should jump on. With creative features added directly into messaging, brands now have the unique opportunity to connect with consumers beyond a 30-second TV slot – and drive the personalization that consumers not only expect, but demand.
Without personalization, consumers will continue to be bombarded with 4,000- 10,000 ads each day and brands will compete for mindshare like never before. Consumers gravitate towards those brands that meet their personal wants and needs, in real time. In fact, according to a recent survey, 87% of consumers claim that personally relevant branded content positively influences their view about a particular brand. And by adding real-time, interactive content, brands can create a deeper, lasting bond with consumers.
For example, when it comes to watching the Super Bowl, brands can leverage insights on how much money consumers are planning to spend – and what they’d be most willing to spend it on. Through polls, quizzes, games, and prizes, marketers can creatively drive upsells, advertise merchandise and engage with audiences in new and entertaining ways. Just think, wouldn’t you be more likely to partake in an interactive brand poll with the option to win a prize, than to answer a simple text message? To that effect, brands can conduct a “text-to-vote” campaign on consumers’ favorite food or beverage flavor to create an inviting experience and gather unique insights. More importantly, brands can join in on the conversation to increase awareness, engagement, and ROI.
By learning consumers’ demographics, lifestyles, interests, and even their spending habits, marketers can develop brand affinity in a natural and authentic way. Look no further than P&G’s popular four-part “It’s A Tide Ad” campaign during last year’s Super Bowl to see the impact that brand personalization has on consumer affinity. By “hijacking” other brand commercials (re: Mr. Clean, Old Spice), Tide successfully created a storyline that viewers could follow from the first quarter to the last. This created something bigger than a 30-second commercial that demonstrated brand affinity’s potential to span far beyond the TV screen, and appeal to various demographics. Consequently, with mobile messaging, brands can go even further by putting targeted, personalized messages at consumers’ fingertips.
Messaging is becoming the start and end of every relationship between a brand and its target audience. Now more than ever, marketers need to serve one-on-one communication experiences, and the Super Bowl is no exception. Mobile usage will jump by almost 30% just minutes into the Big Game … is your brand ready to deliver?
About the Author
Jake Lazarus founded OpenMessage with Adam Kostman to bring creativity and interconnectivity to mobile messaging. With his background in UI/UX engineering, neuroscience and marketing, Jake saw a massive potential to bridge the divide between media, messaging, and user experiences.
Prior to launching OpenMessage, Jake was on the Frontend Design & Development team at eMagid.com, working within a variety of verticals to analyze their marketing goals and advertising techniques that different industries rely on to communicate with customers. As a technology consultant, Jake implemented strategies for rapid growth at both startups and international companies.
With a bachelor’s degree in neuroscience and minor in computer science from the University of Rochester, Jake has a unique interest in how behavioral data can be acquired and analyzed by focusing on the intersection of advertising and emotion.
At OpenMessage, Jake continues to reinvent how brands develop relationships with consumers by making text messaging as powerful and engaging as websites and apps.