Comments on: BMW Sticks To The Basics, Nets 30% Conversion On MMS

By: Mike

Mike — Wed, 07 Jan 2009 14:21:51 +0000

I guess it helps that it is virtually illegal to not have winter tires in Germany

By: Linkdump | ettf.net

Linkdump | ettf.net — Fri, 19 Sep 2008 12:14:56 +0000

[...] BMW achieves 30% conversion on MMS marketing [...]

By: Jared Reitzin

Jared Reitzin — Thu, 18 Sep 2008 18:52:06 +0000

That is an excellent point Giff. Well played.

By: Giff Gfroerer i2SMS

Giff Gfroerer i2SMS — Thu, 18 Sep 2008 13:19:40 +0000

The plain truth about MMS in the United States is we simply are not ready for this yet. Some Global Aggregators do not even have MMS enabled here in the states.

What we continue to preach to our customers is Customer Experience. The customer experience must be stellar! This has been the problem with the mobile web for ages and is also true with MMS. What type of handset are you broadcasting to? What is the screen size? What is the browser? What is the OS? Without complete control of the above, you will have many cases of bad customer experience.

Next, you may have the right OS, but can the end user successfully open and see your MMS message. It has been our experience that the answer is no. We still hear of people not understanding short codes, how to text in, how to reply, and even how to open a simple SMS. And MMS is a whole new animal.

Too many folks don’t understand this or where to look for the message. We in the states must walk before we run. Let us get the SMS side of this down and then we can move to MMS. Sure you can run an MMS campaign, but it will be wasted money as what good is receiving a message if you can’t see it?

Yes indeed, MMS is sexy and will be brilliant in the future. However, we are simply not ready for this here in the states. You may not want to hear that, but it is the absolute truth.

By: justin

justin — Thu, 18 Sep 2008 02:38:12 +0000

You’re probably right, there’s almost no stats newer than 2004- when there was only an 8% adoption rate for MMS. I would hope it’s significantly more by now.

By: Jared Reitzin

Jared Reitzin — Thu, 18 Sep 2008 01:25:19 +0000

Just, any stats on MMS adoption here in the states? More and more of our clients are asking for this, but I just don’t see the handset adoption being quite there yet.

By: justin

justin — Thu, 18 Sep 2008 01:16:34 +0000

I would guess this type of campaign would do well in the US too- just maybe not 30%.

Given MMS is far more ubiquitous in Europe, it’s still a prominent mobile marketing channel here, we just need better case studies to monitor its success.

By: Jared Reitzin

Jared Reitzin — Thu, 18 Sep 2008 01:01:01 +0000

But notice how this was in Germany? When is the U.S. gonna see big time penetration for MMS!?

By: LeilR

LeilR — Wed, 17 Sep 2008 15:25:46 +0000

I must agree. Sometimes, it’s best to keep a mobile marketing campaign simple but with a clear message to its target audience.

Mostly we read of successful SMS mobile campaign, but reading about this successful MMS campaign with an amazing 30% conversion rate, it only proves that finding your niche and having a well- thought of campaign can generate sales for a company.