About the client company
Incisive Media is one of the world’s leading B2B information providers, serving the financial and professional services markets globally. They aim to bring product provider and purchaser business communities together using all the varied platforms available to a modern publishing business.
Incisive Media were tasked by IBM to deliver mobile capability for an integrated multi-channel campaign to run across print, web, mobile and email properties. They in turn approached Black Mobile Solutions (BMS), a London-based mobile specialist whose focus is on working with its client base to leverage existing digital assets and create a better user engagement through the most appropriate media platform, with a brief to meet and exceed their client’s needs.
The solution
Following a short consultation period it was decided that a mobile internet site (.mobi site) be designed and developed. This would bring together weekly facts on the technologies, products and services that businesses use to improve their bottom line. Should a user wish to view more information pertaining to the weekly fact they were able to complete a short data capture form in return for receipt of a whitepaper document substantiating the information behind the fact. The solution implemented was called ‘Smart Facts’.
Why a .mobi site?
The ubiquitous nature of a .mobi site provided the ideal mechanic to best meet the requirements of the client. The final solution involved the development of a responsive design template, meaning the .mobi site would work across the largest cross segment of devices available in the current market, with minimal amount of technical coding. Although this meant the aesthetics of the site could not be tailored to different device templates (e.g. touch, smart… etc), the clean and simple design of the responsive site was ideal for the end client.
The development of a series of mobile applications across BlackBerry, iOS and Android was considered, however was dismissed due to budgetary and time constraints, and also the risk of alienating users who do not use applications or whose devices do not support apps.
Three entry points
BMS generated the mobile strategy which tied all media together. Up to three client entry points existed at any one time, each providing ease of access to the target destination site:
-SMS: send keyword to a shortcode. Users were encouraged to send a designated keyword to a given shortcode via SMS, in response to which the users were sent a free SMS containing a URL to Smart Facts
-Email: emails were sent to appropriate user databases promoting the concept and URL for Smart Facts
-Web and mobile number entry: online ads provided users the opportunity to enter their mobile phone number in order to receive an SMS containing a URL to Smart Facts
Through shortcode, email, web and mobile number entry, users were directed to a mobile optimised site where the latest fact could be viewed, associated white paper synopses read and full papers requested. Constant updates ensured maximum white paper uptake and users also had the ability to interact in mobile polls relating to the weekly fact.
Results
During the course of the 12 week Smart Facts campaign, users were offered 24 Smart Facts and associated whitepapers, (the bi-weekly availability of new whitepapers acting as a driving force for users to keep returning to the site). Launched across Incisive’s ‘Computing’, ‘V3’ and ‘The Inquirer’ platforms the objectives set were exceeded by over 400%. In addition the user journey in terms of how information was consumed moved from being less than 25% mobile to over 60% during the campaign period.
Client testimonial
“I have worked on a large number of complex IT projects and the challenge as ever is delivering on time, to budget and meeting or exceeding all stakeholder expectations. That happens all too rarely. Working with Black Mobile Solutions was a perfect example of how it could and should work. The project was delivered on time to the very highest functional requirements with great client satisfaction; all the more impressive when you are providing a game changing solution to the market.”
Robin Booth publishing director, Incisive Media
