Netcore, a digital marketing solutions provider, has launched a consensual mobile marketing solution called ‘90 ml' - 90 days of mobile linkage. Through the service, consumers who opt to receive messages from a brand, will receive customised messages from the brand on their mobile.
Ninety days has been identified as the ideal duration to close the sales cycle for several categories, and hence the brand name. Of course, if 90 days is too much, clients are offered the service for 30 or 60!
Cost
The mass SMS blasts which cost clients 5 to 10 paisa per message cannot be compared to the opt-in service, which will cost upwards of Rs 10 to Rs 15 per customer per month, because of the superior targeting it provides and willingness of recipients, explained Mr Abhijit Saxena, CEO Netcore Solutions.
Speaking to Business Line, he said, “The way SMS spam is happening on the mobile is such that even the DND registry is unable to constrain it. One of the things that TRAI was working on was the NCPR (National Customer Preference Registry), which allows for opt-in by customers to messages, by category. With 90 ml, customers can opt in by brand, so you have a much greater chance of a buy in.”
Netcore is recommending that each consumer opting in is not sent more than one message a day, be it a text, voice or multimedia message. The service was soft launched for Speakwell, a spoken English training provider. Speakwell provided scratch cards to its walk-ins, with a number. An SMS provided to the number kicked off messages from Speakwell, offering subscribers one new English word a day with its meaning.
The content, texting technology and analytics for the service is offered by Netcore. Speakwell has upped its purchase from 10,000 cards at the start of the campaign to one lakh now.
The service had its genesis in activist Anna Hazare campaign, where Netcore had provided the back end for interested supporters to receive messages related to the campaign. In that case, subscribers could give a specified number a missed call to start receiving messages.
Around 76 lakh subscribers continue to receive updates on the Lokpal Bill through the service.
Netcore claims to send out over 100 crore messages a month, across digital platforms like Web and mobile.