Keyword

Keyword campaigns are text message-based mobile marketing strategies involving the use of selected single words chosen by a business to be sent by a user to a short-code, a regular phone number or a long-code. They are designed for mobile users to receive back a message when they text the word. It is one of the most commonly used messaging marketing strategies today.

Short-code: They are typically 4 to 6 digits long and are designed to be easier to read and remember. Short codes are used exclusively with SMS messages and most often used by companies for:

• Marketing promotions: To send ads, coupons, sales alerts and other promotional information. In fact, if you are based out of the US, it is mandatory to have a short code to send marketing texts.

• Two factor authentication: This is because a message sent via an SMS short code is likely to be delivered quicker.

• Alert notifications like hurricane warnings or flight delays- Again due to the reliability aspect of short codes.

For example:

• Send ‘Mammoth’ to 12345 and receive an alert for Mammoth Resort.
Keyword : Mammoth
Short-code: 12345

Long code: a long code number is a standard phone number used to send and receive voice calls and text messages. Phone numbers are typically called “long codes” (10-digit numbers in many countries) when comparing them with SMS short codes (4–6 digit numbers). Typically, a long code is used by courier companies, banks, airlines and other service sectors for customer service-related communication. Here are some popular use cases:

• A courier company could use a long code to inform a customer that their package is out for delivery.

• A bank could text clients their account balance every month.

• An airline can reply to a passenger’s seat preference request.

Keyword campaigns easily engage potential customers with targeted offers and deliver information straight to their mobile device via mass text messaging.

The set up of Keyword Campaigns consist of three steps:

1. Delivery
2. Keyword
3. Summary

Delivery

In the Delivery step you define the Delivery Channel.

Currently, three delivery channels are available for Keyword campaign:

• SMS
• WhatsApp
• RCS

For detailed information on how to select the delivery channel, go to the Delivery section.

Keyword

‘Keyword’ is the second step of the Keyword Campaign creator. In this step, you create interactions with customers based on a set of predefined keywords and associated response messages and add webhooks to each interaction so that you can track how far into your campaign participants are willing to go in response to the messages they are receiving.

The steps to create interactions involve:

• The definition of the interaction which includes keyword reception and the ensuing message, and
• Event triggering capabilities via webhooks

1. First, enter the name of the Interaction in the Interaction Label text field. This identifies each interaction you create.

2. In the Keywords section, enter your keyword(s) for this interaction of your campaign. You can add one or more keywords to a given interaction, as several keywords associated to a given interaction will allow you to determine from which element in your campaign are arriving more or less interactions.

Try to keep the keywords short, simple and relevant to your campaign. For example, a keyword campaign for a free trial of your service could use the keyword TRIAL. Avoid the use of special characters such as !, @, #, $, that could cause confusion at the moment of entering them.

Keywords are not case sensitive, so Trial and TRIAL are equivalent, and keywords used in other Keyword campaigns will be highlighted in red as shown below for the case of TRIAL, already used in this campaign, and _Join _which is used in a different campaign with the same engagement entity.

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ON KEYWORDS

A keyword and its corresponding platform engagement entity are unique. For example, say the 12345 shortcode is being used in a campaign with the keyword "TRIAL". Creating a different campaign with the shortcode 12345 and the "TRIAL" keyword would create a conflict with the existing campaign. Hence, this condition is not allowed.

You can have up to 30 keywords, and each keyword accepts up to 29 characters. To keep track of the number of keywords in use, at the bottom right corner of the Keywords section is a keyword counter.

The Message section will be aligned with the channel type used in the campaign, SMS, RCS or WhatsApp, and with the features allowed in each of them.

3. Enter the response message to the keyword following the guidelines of each channel type.

For example, to add customers to your subscription list to deliver deals and news about products or discounts, you can create a campaign that includes the JOIN keyword, as an invitation to subscribe that will result in the following feedback message:

Which will result in the following at the participants end, upon reception of the keyword JOIN.

You can include a trigger event to your application by defining a webhook.

4. Select the webhook checkbox to register the interaction event to your application in real time. That is, the webhook allows you to forward data to your application for further processing.

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NOTE

if you opt for WhatsApp as delivery channel and set a Webhook URL go to the Keyword (Webhook WhatsApp) section to know the data displayed on the JSON Payloads that is sent from the platform to your webhook URL.

The first step to setup the webhook is to give it a name .

The platform offers the POST method as the de facto option from the dropdown method menu, a practice of any webhook configuration that allows the transfer of information of a web based app to another.

The next step is to enter the webhook URL where the data will be received. That is, the data is sent from the platform to a webhook URL which should be set up to handle the contents provided in the payload.

For example, each user who sends the TRIAL keyword will generate an event that will be sent to the webhook URL handler in your application. Your webhook URL will receive the information in JSON format as follows:

{
  "date": "2020-10-22T20:29:57.453673Z",
  "owner": "[email protected]",
  "origin": "8641",
  "callback": "http://www.mycallback.com/",
  "externalId": 8,
  "id": "1abc2def3ghi4jkl",
  "text": "TRIAL",
  "user": "+580000000005"
}

Inspired by the format used by JavaScript to declare objects — collections of keys and values like for example “text”: “TRIAL”.

The information provided includes the keyword that triggered the event as well as the user's number that can be used to keep track of users who interacted with the campaign and that may have opted-in on a temporary basis for this campaign by sending the TRIAL keyword.

5. If you want to add another Interaction, select Add Interaction located at the end of the interaction.

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ABOUT THE NUMBER OF KEYWORD INTERACTIONS

There are no limits to the number of keyword interactions you can add to a campaign.

To delete an interaction, select Delete Interaction immediately under the JSON preview.

Once all the interactions have been configured, select Next to complete the Keyword campaign configuration.

Summary

‘Summary’ is the third step of the Keyword Campaign.

This section will display the Campaign Details configured and set the desired activation time.

The summary step consists of the following elements:

• Delivery Channel: Type of channel (SMS, WhatsApp) through which the campaign was sent.
• Sender: According to the sender type selected during campaign setup is used as the sender of the notification message.
  Remember, each delivery channel has its own sender type ( Sender number [SMS], Sender WhatsApp Business Account [WhatsApp], RCS [Agent] ).
• Components: Type of components of which the interactive campaign is composed: Campaign type.
• Campaign Activation: Set the campaign delivery date (Live [Available if you set as delivery channel the SMS WhatsApp or RCS ), Save as Draft).

For more information about the Summary step settings, go to Summary in the Campaign Elements section.