SiGMA News sits down with Jennifer Riley, Customer Services Director at 2mee to further explore customer service strategies in this interview
Can you explain how hologram messaging is different from traditional forms of marketing communications?
HoloMessages deliver the human connection that we’re all seeking. This connection allows brands to connect with their audiences on an emotional level, which in turn takes engagement to the next level. HoloMessages also stand out in ways that banner, and display ads do not, allowing them to capture and convert attention at rates way beyond traditional forms of marketing communication. For example, a campaign we ran that delivered Harry Redknapp directly to consumers on the Racing TV website achieved a CTR of almost 30% compared to standard banner ads that have an average CTR of around 0.47%.
Influencer marketing is estimated to be worth ￡15bn, and 2mee is innovating at the forefront of this emerging market, with a particular focus on the open web. By sending the influencer as the marketing message we are disrupting the traditional banner-ad marketplace.
What benefits does hologram messaging offer over conventional methods of marketing?
They cut through the noise, engage audiences and drive conversions at scale. Consumers have switched off to most forms of traditional advertising, but HoloMessage grabs attention and then allows brands to covert it. What’s more, HoloMessage or HoloAds delivered via the 2mee platform can be highly targeted – our segmentation capabilities are incredibly granular – so brands can be certain they are reaching the intended audiences every time. They are also incredibly cost-effective when compared to other marketing channels, especially considering the much higher engagement rates and resulting ROI that can be achieved.
How do you see hologram messaging impacting the current marketing landscape?
They will be a game-changer for both operators and affiliates. We have two hologram products, HoloAd and HoloMessage. HoloAd is for acquisition and brand/campaign awareness that allows operators to deploy hologram messages across the websites and apps of their affiliate partners. Of course, affiliates can work with us to offer holograms to operators, too. HoloMessage is all about customer messaging and retention and allows brands to deploy holograms across their websites and apps. Once a brand has launched a hologram campaign and seen the results they can deliver, the majority ensure they are a permanent part of their marketing mix moving forwards.
Can you walk us through the process of creating and delivering a hologram message to consumers?
The 2mee platform is proven and is extremely easy to integrate into existing workflows. It has been built in partnership with engineers at IBM and has a very simple and intuitive interface. To create a message, simply record the person delivering the communication via the smartphone in their pocket and from any setting. The 2mee algorithms recognise the human form and cut out surrounding clutter. The message can then be sent instantaneously to audience segments or on-demand, all controlled from our platform with detailed reporting and analysis in real time. In addition to hologram messages, the platform also sends ‘standard’ text and rich media messaging so if there is a wish to create a cost-saving there is no need to duel platforms. It also integrates seamlessly with CRM systems and with any website or app via a simple SDK installation.
How do you envision hologram messaging evolving in the future and what role do you see it playing in the world of marketing?
The existing use cases for holograms goes beyond straightforward marketing messaging, so for example HoloMessage can be deployed to ensure a positive shift in KYC responses and responsible gambling messaging. Because the technology that powers it is extremely flexible, we are able to work with operators and affiliates to find new ways of maximising the potential that holograms offer. We recently sat down with one operator to discuss how they could help with onboarding and in particular preventing customers from dropping off during the sign-up process when asked to provide additional information. And then of course we have HoloAd, and we fully envisage holograms to become a key marketing channel for all brands, just as banner ads have dominated for many (too many!) years now.
How has the company addressed the challenges faced by operators in implementing hologram messaging effectively?
As mentioned previously, the 2mee platform is extremely easy to deploy, and the process of recording messages straight forward. This is why we have been able to deliver holograms quickly and easily for a growing number of operators and affiliates including the likes of RacingTV, BetVictor, Heart Bingo, and Sportsbet.io.
How do you see hologram messaging changing the way consumers interact with brands and receive marketing messages?
Humans are tribal and are naturally geared for face-to-face interaction. Holograms tap into this and allow brands to engage audiences authentically. Studies have found that 80% of people remember what they see compared with 20% that remember what they read and just 10% of what they hear. Put this into the context of marketing and brand building, and the power of holograms when it comes to driving engagement and fostering a true connection between consumer and brand becomes crystal clear.
How does your company plan to scale its technology and services to meet the growing demand for hologram messaging?
The platform has been designed to scale exponentially, and the roadmap we have in front of us is extremely exciting, allowing us to deliver increasing levels of engagement across multiple channels. However, we are also cognisant that we are a business that provides a human-centric customer service experience to our clients and we will be ramping up our hiring to meet demand over the next 12 months.
Can you share any successful case studies or examples of brands that have effectively utilised hologram messaging in their marketing campaigns?
Of course. One Operator used their own brand ambassador to record and deliver a series of messages that were sent to users of the operator’s app. The messages varied from sign-up offers to to assistance with KYC. The results speak for themselves – a 37% increase in CTR, a 27% rise in the number of customer account log-ins and a 7% increase in customer account revenue over the duration of the campaign.
In your opinion, what is the future of hologram messaging and how will it shape the way businesses communicate with consumers?
If a brand needs to grab the attention of its audiences, whilst also creating and maintaining levels of trust through influencer interactions, then holograms deliver. We have already proved triple digit percentage increases in engagement when compared to traditional banner-ad placements for acquisition or text-based messaging for compliance. Our future roadmap is jam packed with exciting new channels and associated features that will allow brands to build an even deeper and more meaningful empathetic relationship with their audience.
