Menu

News Corp Australia used Hoosh Marketing’s 2-Way SMS solution with 7x more effectivity than emails.

March 24, 2017 • Alvin Glenn Paronda

When it comes to marketing automation, most companies tend to stick with the basics: CRM sync, sales alerts, and basic email campaigns. With Marketo, this is similar to buying a Ferrari to drive on Sundays around the block.

As a Marketo consultancy, there’s nothing better than developing projects with clients who see the full potential of marketing automation and want to extract the absolute best. This is the case of News Corp Australia.

Currently, News Corp Australia uses Hoosh’s 2-SMS solution to create and manage SMS campaigns from Marketo. News Corp is setting a great example of how to apply marketing automation to their specific business needs. With Hoosh’s SMS, they were able to obtain operational gains and provide an excellent experience for their stakeholders.

Challenges

News Corp used Marketo to drive their extensive advertisement sales, which included a custom built SMS solution to send notifications to alert their customers regarding classified ads renewals.

Multiple publications had different deadlines throughout the week, which required a dynamic and instant communication stream with merchants.

Weekly SMS alerts were sent regarding:

  • Publication deadlines for ad bookings that had not been completed (cart abandonment)
  • Ad booking confirmations
  • Booking expiration details

SMS proved to be an effective channel; however, the process of setting up campaigns was extremely complex and time consuming for the marketing team. Some challenges experienced:

  • It took an average 4 to 6 hours to build each campaign every week
  • Campaigns were not flexible and did not allow customization
  • Unreliable deliverability rates
  • Lack of metrics reporting and tracking
  • Lack of interface integration with Marketo
  • Experienced difficulty setting up new SMS Campaigns and create integrated programs in Marketo

Solutions

News Corp selected Hoosh’s 2-Way SMS solution to create and manage all of their SMS campaigns directly from Marketo.

Pre-built SMS programs were also added to the most common cases, which allowed Campaign Creation a sense of ease and efficient speed through Marketo. When it came to reoccurring campaigns, all the marketing team base programs and rewrite or change the content in the text messages.

As Hoosh 2-Way SMS supported all gateway providers, News Corp shifted from Twilio to Oxygen8. This move significantly reduced their cost for every SMS sent.

Since Marketo has the ability to handle high volume SMS, News Corp were able to increase the number of Campaign Creations, while expanding the use of SMS in other business sectors.

Currently, they send out approximately 1,600 and 2,000 SMS messages every month, not just for classified ads, but also events reminders, registrations, and check-ins.

Benefits

News Corp saw impressive results that turned into the following benefits:

  • SMS proved to be 7x more effective than emails
  • Reduced SMS campaigns deployment time from 4 to 6 hours to 10 to 30 minutes
  • Ability to process high volume SMS through Marketo
  • Simple deployment of new campaigns using Pre-built Programs
  • Automated data and subscription management via the SMS Centre
  • Comprehensive reporting to prove effectiveness
  • ROI to the business
  • Ability to save up to 40% of SMS costs due to the flexibility of switching gateway providers
  • Flexibility to expand SMS to other business areas, event reminders, registrations, and check-ins

Overall, News Corp’s use of SMS for events was very successful. On the day of the event, they sent SMS reminders with the event details and URL link with directions:

SMS_Blog_Image4

An hour before the event started, they allowed registrants to check-in via SMS. This added feature gave registrants the choice to avoid queues and obtain a personalised experience for all attendees:

SMS_Blog_Image2

At News Corp Australia’s COME TOGETHER 2016 event, 62% of check-ins were completed via SMS and 43% had checked-in before the event registration started.

Fab Capodicasa, Hoosh’s founder and MD, and Greg Beazley, head of Marketing Automation at News Corp Australia had recently presented a Marketo webinar about this particular case study. Watch the webinar recording here.

 

Tags. 2-WAY SMS, Email Marketing, Marketo, News Corp Australia, SMS Automation
< Back to Blog

Suggested Posts

Job Opportunity: Digital Marketing Coordinator

Masters Student? Want hands-on experience working in a fun, dynamic and fast-growing Australian company? Get full ramp up training, excellent working conditions and loads of learning, working with some of the best brands in Australia. Convenient CBD location and flexible working conditions.

Marketo and LinkedIn are now driving Accounts Based Experiences (ABX)

Very recently, Adobe announced the extension of its partnership with Microsoft and its new integration with LinkedIn. This new integration is geared toward improving Accounts Based Experiences (ABX). This partnership will enable the delivery of targeted content for a more personalized experience on B2B platforms like LinkedIn.

A/B Testing 101 in Marketo

Why is AB Testing in Marketo important? As Marketo likes to say, “we’re marketers, not mind readers.”Emails and landing pages are key marketing components for any successful marketer to master. But how are we supposed to know which ones engage people the most? Nowadays, it’s also getting more and more difficult to grab and retain the attention of audiences. It’s vital, now more than ever, to be able to determine which versions of our marketing materials generate the best results. And A/B testing is a simple, inexpensive way to do just that.

How to Build Complex Engagement Programs in Marketo

Lead nurturing is an effective method of engaging leads in any part of your customer lifecycle. Leads receive content designed to resonate with them, depending on where they’re at in the buying cycle. This means that you can develop a relationship with your leads over a period of time. So where do you start when building an engagement program in Marketo?

A/B Testing 101 in Marketo

Why is AB Testing in Marketo important? As Marketo likes to say, “we’re marketers, not mind readers.”Emails and landing pages are key marketing components for any successful marketer to master. But how are we supposed to know which ones engage people the most? Nowadays, it’s also getting more and more difficult to grab and retain the attention of audiences. It’s vital, now more than ever, to be able to determine which versions of our marketing materials generate the best results. And A/B testing is a simple, inexpensive way to do just that.

Platform Consolidated Group Increased Lead Conversion with its Acquisition, Lead and Nurture Programs

PCG has increased lead generation with Hoosh’s help by creating attractive email nurture programs. The additional positive outcomes include: Increased conversion rate and brand interaction, Significant ROI and Customer Retention Program.

PageUp Streamlined Its Email Review & Approval Process 200% Faster with Hoosh’s Newly Upgraded Email Template Builder – CommsBuddy

PageUp’s Unified Talent Management software is more than just a sum of its parts. Supported by end-to-end implementation and its awesome service standards, PageUp accompanies you and your organisation from recruitment and onboarding, through learning, into strategic performance management, and right up to best-practice succession planning, all backed up by platform-wide HR analytics.

Inspired Video – Ashley Ayan

We interviewed Aslihan Ayan, a Marketo Champion since Winter of 2016. She started her career as a developer, she then moved from a website development and design to Search Engine Optimization, from there she progressed into adwords PPC campaigns. It all became an opportunity for her to explore marketing automation to be able to tie each of those different campaigns into one platform. At present, Aslihan works as a Senior Marketing Consultant at Demand Spring. According to her making mistakes in marketing automation is not bad at all, in fact it allows you to learn more about it.

The Superannuation Company Effortlessly Updates 300+ Event Details with a Dynamic Landing Page Solution.

The Superannuation Company offers flexible retirement and investment options for over 2 million members in Australia. In 2017, the company will host over 300 events and seminars across Australia. It has used Hoosh Marketing’s Dynamic Landing Page Solution.

How Universities Can Increase Engagement through SMS

Text messages are usually considered the main distraction in the school environment, but they can also be an opportunity for University to engage with their students. See the possibilities.

SMS for Marketo – The Definitive Guide [Part 1]

In this 2-part article we cover every way you can use SMS as a channel in Marketo, from basic one-way SMS to hacking 2-way using forms to full enterprise-level SMS solutions.

Marketo and LinkedIn are now driving Accounts Based Experiences (ABX)

Very recently, Adobe announced the extension of its partnership with Microsoft and its new integration with LinkedIn. This new integration is geared toward improving Accounts Based Experiences (ABX). This partnership will enable the delivery of targeted content for a more personalized experience on B2B platforms like LinkedIn.

A/B Testing 101 in Marketo

Why is AB Testing in Marketo important? As Marketo likes to say, “we’re marketers, not mind readers.”Emails and landing pages are key marketing components for any successful marketer to master. But how are we supposed to know which ones engage people the most? Nowadays, it’s also getting more and more difficult to grab and retain the attention of audiences. It’s vital, now more than ever, to be able to determine which versions of our marketing materials generate the best results. And A/B testing is a simple, inexpensive way to do just that.

How to Build Complex Engagement Programs in Marketo

Lead nurturing is an effective method of engaging leads in any part of your customer lifecycle. Leads receive content designed to resonate with them, depending on where they’re at in the buying cycle. This means that you can develop a relationship with your leads over a period of time. So where do you start when building an engagement program in Marketo?

Brilliant stuff you can do with Drift and Marketo in your company

You have probably felt the big buzz around Conversational Marketing; it's on every other website, showing up as a pop-up box that asks you if they can be of help. It's such a trendy topic that the search query "Chatbot" has over 35k monthly searches in the US. Now, you may be asking yourself, why are so many people interested? Well, the answer is short and powerful: Because it works; and it works even better when connected to Marketo.

Marketo and LinkedIn are now driving Accounts Based Experiences (ABX)

Very recently, Adobe announced the extension of its partnership with Microsoft and its new integration with LinkedIn. This new integration is geared toward improving Accounts Based Experiences (ABX). This partnership will enable the delivery of targeted content for a more personalized experience on B2B platforms like LinkedIn.

A/B Testing 101 in Marketo

Why is AB Testing in Marketo important? As Marketo likes to say, “we’re marketers, not mind readers.”Emails and landing pages are key marketing components for any successful marketer to master. But how are we supposed to know which ones engage people the most? Nowadays, it’s also getting more and more difficult to grab and retain the attention of audiences. It’s vital, now more than ever, to be able to determine which versions of our marketing materials generate the best results. And A/B testing is a simple, inexpensive way to do just that.

How to Build Complex Engagement Programs in Marketo

Lead nurturing is an effective method of engaging leads in any part of your customer lifecycle. Leads receive content designed to resonate with them, depending on where they’re at in the buying cycle. This means that you can develop a relationship with your leads over a period of time. So where do you start when building an engagement program in Marketo?

Brilliant stuff you can do with Drift and Marketo in your company

You have probably felt the big buzz around Conversational Marketing; it's on every other website, showing up as a pop-up box that asks you if they can be of help. It's such a trendy topic that the search query "Chatbot" has over 35k monthly searches in the US. Now, you may be asking yourself, why are so many people interested? Well, the answer is short and powerful: Because it works; and it works even better when connected to Marketo.

University of the People (UoPeople) Increased Engagement and Conversion to 72% with Hoosh’s 2-Way SMS Solution

Established in 2009, University of the People (UoPeople) is the world’s first tuition-free, non-profit, American accredited distance learning university. With a ground-breaking online learning model and academic leadership stemming from Oxford, Harvard, and Columbia University, UoPeople is the most accessible and affordable distance learning university that offers high-quality educational opportunities to anyone in the world who has completed high school in their native country.

AUSTRALIAN CATHOLIC SUPERANNUATION ACHIEVED A RESPONSE RATE OF 56% WITH HOOSH’S SMS PROGRAM

An industry super fund for all Australians, Australian Catholic Superannuation aims to maximize retirement benefits by providing all individuals with various venture alternatives that permits lifetime of investment. All catholic sectors related to education, healthcare, aged care and welfare are catered by Australian Catholic Superannuation. As a matter of fact, it has earned a variety of industry awards in the recent years. Australian Catholic Superannuation was the winner of the Innovation and Transformation award at the Conexus Financial Superannuation Awards 2017. Recognised as an ABA100 winner for process improvement in 2017. Received the Australian Institute of Superannuation Trustees 2016 Best Member Facing Project (FUM under $10bn) Award for Excellence and many more recognitions beside these awards mentioned.

How Universities Can Increase Engagement through SMS

Text messages are usually considered the main distraction in the school environment, but they can also be an opportunity for University to engage with their students. See the possibilities.

Sign Up

Thank you for signing up!

    • Search for

    Categories

  • Agile Marketing
  • Careers
  • Content Creation
  • Conversational Marketing
  • Digital Marketing
  • Ecommerce
  • Email Marketing
  • Email Templates
  • Events
  • Facebook
  • General Interest
  • Inbound Marketing
  • Jobs
  • Landing Page
  • Marketing Automation
  • Marketo
  • Marketo Excel webhook
  • Marketo Formulas
  • Marketo Optimization
  • Marketo Training
  • Press
  • SMS
  • Social Media
    • Skip to toolbar