Skip to main content
Instapage

Digital Wallet Meets New York Times’ “Modern Love,” Begets Another Marketing Channel

Urban Airship-NYT-BUR-1200

If you haven’t already, you’ll want to add another marketing channel to your growing list.

The digital wallet.

A recently-launched project involving The New York Times, Boston-based National Public Radio station WBUR, and mobile marketer Urban Airship points the way to using the digital wallet — present in every iPhone or Android phone — as a way to deliver serial content and related links to users.

For the past 11 years, the popular New York Times column “Modern Love” has featured essays submitted by readers about contemporary romance. At the end of January, WBUR began a weekly series of 48 podcasts with such celebrities as director/writer Judd Apatow, actor Jason Alexander, and actress Dakota Fanning reading the essays.

To offer a fairly effortless way for podcast listeners to receive notification about, and a link to, each week’s podcast, WBUR worked with Portland, Oregon-based mobile engagement provider Urban Airship, which has developed a digital wallet manager. At the beginning of February, WBUR and The Times released a digital wallet card with automatic, linked reminders about the podcasts.

WBUR could have used email, an app, or SMS texts to acquire signups, and then to send out weekly notices and links for new podcasts, Urban Airship Senior Director of Product Marketing Bill Schneider pointed out to me.

But a weekly email requires the user to regularly sift through their email, a chore on a smartphone. An app requires you to download, install, and manage yet one more, not to mention app development if it’s unique. A SMS text needs you to give your phone number to The Times/WBUR, and texts are usually peer-to-peer with family or friends. There is some commercial use like coupons, but it has met with mixed reception. Texts are not generally used for content distribution.

Instead, WBUR created a digital wallet card using the Urban Airship Wallet manager. The front of the card contains a brief summary, as well as a recommendation that the user click on the “more info” i-in-a-circle in the lower corner to flip the card over. (See images at top of this page.)

On the backside: links to the podcast on iTunes, or through online radio/podcast service Stitcher, as well as to a voicemail-like reminder audio from the celebrity, and special content, like behind-the-scenes visits to the podcast studio. Of course, links or linked images could also lead to products for sale, other podcasts series, videos, or any other web content, ads, marketing messages, or services.

“Mobile Wallets Will Become Marketing Platforms”

Every week, the card is automatically updated with links to the newest podcast, which WBUR separately manages via other software. Schneider said that, once the wallet card is created and the wallet manager set up, the cost of sending updates via the manager is “essentially zero.” Every time a new podcast notification is sent to the wallet card, there’s a reminder notification on the home screen of the user’s smartphone. A swipe on the notification takes the user to the wallet card.

To sign up for the wallet card, users went to the New York Times page and entered their email address, after which they received one email with a link to get the wallet card. They opened the email in their phone, clicked on the link, and the card/subscription was set up.

The single email sent out with the link netted a five percent conversion rate in the number of recipients who ended up downloading the wallet pass, Schneider said. That’s about twice the regular email conversion rates, although the email was sent only to people who had previously indicated an interest. Urban Airship reports that about 96 percent of users with the downloaded wallet card have kept it so far.

The wallet card could also have been distributed via other means that do not require you to provide personal info, like a link in a tweet or a Facebook post, or through a scannable QR code.

Schneider said he wasn’t aware of any similar use of a wallet card as a updater and entry point for the delivery of serial content. But the expanded use of digital wallets beyond their current role as the smartphone location for your coupons, loyalty cards, boarding passes, and credit cards was predicted in a report released a year ago from Forrester Research.

That report, “The Future of Mobile Wallets Lies Beyond Payments,” forecast that, “in the next five years, mobile wallets will become marketing platforms.”

“Third-party players like Apple or PayPal,” Forrester says, “are best placed to emerge from the mobile wallet wars and morph [wallets] into rich marketing platforms.”

“Marketing leaders should test mobile wallet campaigns now,” it recommends.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…