Case Study: Measuring the Cross-Platform Impact of SMS on Consumer Behavior

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Analysis shows Consumers respond to SMS marketing, resulting in increased site traffic and additional E-Commerce transactions.

SMS heavily influenced the consumer's purchase decision, generating a 2:1 Return on Ad Spend.

CASE STUDY: Measuring the Cross-Platform Impact of SMS on Consumer Behavior

OBJECTIVE    
As a full-service SMS provider, Text2VIP sought to prove for its client, Bare Feet Shoes, that text messaging impacted consumer behavior, both online and in mobile. Media Armor executed the study by isolating and quantifying the conversion and brand engagement of consumers exposed to messaging.

TIMING    
The study ran from October 15th – November 1st, 2010, and encompassed data from two SMS blasts.

EXECUTION     
The study was performed in partnership with Text2VIP, on behalf of Bare Feet Shoes. Messaged consumers were identified post-SMS, site interaction and conversion behavior followed across mobile and online devices, and compared against an organic site traffic baseline.

RESULTS    
Our findings indicate that SMS positively impacted consumer behavior across multiple platforms, and:

Generated a 2:1 ROI Cross-Platform:

When measuring mobile-to-online purchase behavior, SMS heavily influenced the consumer’s purchase decision, generating a 2:1 return on ad spend.

Improved Ability to Directly Identify Product of Interest by 67%:

SMS produced greater consumer relevance and resulted in enhancing consumer capacity to find the relevant item of interest by 67%.

Increased Consumer Engagement in the Funnel by 27%:

Text messaging created greater brand awareness and utility, enhancing consumer engagement with Bare Feet Shoes. In direct correlation to improvement of identifying specific products of interest, SMS increased a consumer’s likelihood of browsing deeper in the purchase funnel by 27%.

About Bare Feet Shoes

Bare Feet Shoes is a multi-channel footwear retailer servicing women, men, and children’s shoe needs with a wide variety of brands. Store locations can be found in PA, NJ, DE, MD, VA, GA, WI, IL, and FL. For more information, please visit their website at http://www.barefeetshoes.com, or call 866-235-0091.

About Text2Vip

Text2Vip provides full-service text message marketing solutions, such as identifying mobile strategies, providing detailed measurement, and assuming SMS programming responsibilities. Clients include multi-channel retail merchants and national food franchises. Text2Vip is headquartered in Atlantic City, NJ, and began licensing territories in other US markets in 2009. For more information, please visit http://www.text2vip.com, email info@text2vip.com, or call 888-813-8398.

About Media Armor

Media Armor is an analytics company that measures the impact display advertising has on consumer behavior, with a focus on mobile. The company believes that the impact of display advertising goes far beyond the click, and as such, all reporting and analytics measure a wide array of consumer activities. Founded in 2009, Media Armor is privately held and headquartered in Boston, MA. For more information, please contact: http://www.mediaarmor.com, contact(at)mediaarmor(dot)com, or call 617-302-7667.

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Elizabeth Zalman
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