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True Dialog at SXSW 2016

South by Southwest (SXSW 2016) is one of the most exciting aspects of being headquartered in Austin, Texas. Between March 11th and 20th, thousands of artists and innovators will flock down to our fair city. We are excited to be apart of the festivities by attending several events. Here are a few of the events where you can find someone from True Dialog in attendance:


  • SXSWedu Expo – Education expo bringing together almost 6,000 central texas students, parents, educators, and education technology leaders for a number of interactive events When: Tuesday, March 8th from 9am-5pm Where: Austin Convention Center


  • Pre-SXSW Startup Crawl – An annual SXSW tradition that celebrates technology and entrepreneurship. Many big names in Austin tech will be sponsoring this massive event When: Thursday, March 10th at 5:00pm Where: Multiple locations throughout the city


  • The Oslo Lounge SmartCity Event – This event is focused on education technology and creating a Smart City When: Friday, March 11th at 4pm Where: Brass House


  • CMO ClubHouse Dancing on the Ceiling – A panel and networking event for women in media, tech, and marketing When: Sunady, March 13th from 12pm-2:30pm Where: The CMO Clubhouse 515 Congress Avenue, Ste. 2420


If you are attending one or more of these events or if you are going to be in town for SXSW, let us know! We would love to get together and chat. If you are unable to attend SXSW this year, make sure to follow us on Twitter for live updates and our blog for event recaps.

Enjoy SXSW 2016 Everybody!



Latest True Dialog SMS Release

API Version 2.1.2, Portal Version 3.1.6, Released 01/27/2016


  • Removal of the Subscription Endpoint
  • In an effort to clarify basic functions, the subscription features have been removed. You may still edit existing subscriptions through the portal.
  • New accounts generate a new subscription based on the account name. By default, it is recurring in accordance with applicable SMS regulations.


Reporting enhancements

  • Faster, more reliable reporting on campaigns, message logs and contact attributes.
  • Campaign reports now offer a Campaign Messages Counter, allowing the user to view live statistics for sent messages. Users can choose to view the last hour, the last day, or choose a date range.

Trial Accounts

  • Trial accounts are now better than ever, offering a long code for testing. Trial accounts are limited to 10 contacts, but are otherwise very feature-rich.
  • Trial accounts can be seamlessly upgraded to fully-functional accounts.

Bug Fixes

  • Repaired several feature bugs
  • Contact opt-in, opt-out, and attributes can be updated through the portal

Version Deprecation, Consolidation

  • All API calls now use v2.1 in the URL
  • Previous versions may still work, but are not actively supported


Mobile Marketing Recap for 2015: An Infographic

In the ever-growing and developing business world, we are constantly seeking insights into what worked and didn’t work for the business each year. Knowing the pain of doing your own research, True Dialog has pulled together some of the top mobile marketing stats into this simple infographic. Included here are: Mobile usage, facts, SMS open rates, mobile coupon usage, smartphone usage, and engagement rates in SMS verses email.

Take a look, share it, and let us know your thoughts and questions.

True Dialog mobile marketing, Mobile infographic, Mobile recap of 2015, Mobile recap, Mobile statistics, mobile marketing stats



Mobile Usage Facts:

  • About 87% of the world population own a mobile phone
  • 64% of Americans own a smartphone
  • 20 billion SMS messages are sent everyday
  • 97% of smartphone users will use their phone for texting

The Average Open Rate of an SMS (Text Message) is 99%

By 2019, it’s expected that mobile coupon usage will surpass 1 billion users

Top 4 Uses for Smartphones Are:

Text Messaging, Voice / Video Calls, Internet Use, and Email


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Technology Partnership, Benchmark Email, True Dialog SMS, complete marketing solution

Leading Mobile Marketing Provider, True Dialog, partners with global email marketing leader to deliver a complete marketing solution


True Dialog, a leading global provider of SMS mobile marketing and engagement solutions, announced a new partnership with global email marketing leader Benchmark Email. This exciting new relationship forges two communication channels, allowing companies to send the best message to the right contacts, at the right time through the channel of their choice – SMS or Email.

Press Release, True Dialog and Benchmark, email marketing, sms marketing, mobile marketing, partnership

“As mobile devices continue to be an important tool for both our work and social lives, it’s become clear that mobile marketing must be part of a business’ overall marketing strategy. And we are excited to offer an integrated solution to both our customers and Benchmark customers,” says John Wright, CEO, True Dialog Inc.

“Email continues to be a primary marketing tool for businesses of all sizes. As we watch email open rates increase on mobile devices and contacts jumping back and forth between SMS and email, it’s become important to offer solutions that cater to the customer’s preferred channel,” says Daniel Miller, Customer Service and Partner Director of Benchmark Email.




About True Dialog Inc.
True Dialog is the preferred mobile solution for developers and marketers to connect with their customers via the text inbox. The company was founded in 2008 by executives with deep experience in email and direct marketing solutions who knew that text messaging is the email marketing of the 21st century. Our enterprise class mobile messaging platform enables businesses to have a personalized true dialog with their customers – resulting in more meaningful engagement. Reaching more than 990+ mobile carriers around the world, True Dialog has successfully deployed thousands of mobile campaigns for companies seeking to improve Customer Relationship Management (CRM) using text messaging.

About Benchmark Email
Benchmark Email is the world’s first truly global mass email marketing service, with award-winning, Web-based bulk email tools in Spanish, German, simple Chinese, traditional Chinese, Japanese, Portuguese, Italian and English. As the #1 do-it-yourself email service for businesses of all sizes, Benchmark Email offers the most flexible, user-friendly and affordable tools for sending and tracking email newsletters from the Web, desktops, smartphones and tablets. With an extremely diverse client base ranging from small businesses to nonprofit organizations, and a customer service team that’s seen as the best in the business, Benchmark boasts thousands of loyal, satisfied customers in America, Asia, Europe and beyond.

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Pew Research: Technology Device Ownership 2015

68% of Americans have smartphones and 45% have tablet computers.

Device ownership of other digital devices has not grown in recent years.

Pew Research, Device Ownership, Mobile Device Ownership, Mobile Phones, Smartphone Ownership, Mobile Technology, Technology Research



A new study was recently released by Pew Internet Research on device ownership in the US. The study found that  68% of U.S. adults own a smartphone, which is up from 35% in 2011. Tablet ownership has grown to 45% among adults. Smartphone ownership is nearing the saturation point with some groups:

  • 86% of those ages 18-29 have a smartphone
  • 83% of those ages 30-49 have a smartphone
  • 87% of those living in households earning $75,000 and up annually have a smartphone

Roughly 9 of every 10 American adults (92%) own a mobile phone of some kind (smartphone or feature phone). “Although these mobile devices are ubiquitous today, the share of adults who own one has risen substantially since 2004, when Pew Research conducted its first poll on cell ownership. At that time, 65% of Americans owned a cellphone.”



SMS Campaigns in the News

From churches to museums, nonprofits are bolstering their engagement efforts, one text message at a time


“For nonprofit organizations looking to connect with supporters, members and volunteers, that level of dependence represents a growing opportunity for mobile engagement, especially through widely used smartphone features such as text messaging.”

An example that BizTech sites is the Brooklyn Museum in New York. They took an “interactive approach to mobile engagement, creating the ASK texting app to connect museum visitors with members of its audience engagement team.”  Users can send photographs of specific art pieces to museum staff and ask questions, and engage in meaningful discussions. (Source: BizTech)


Your Business Shouldn’t Opt-Out of SMS Marketing


“Text message marketing can do more than just deliver a message. Text messaging can spur engagement. It can include a link to your mobile website, a ticket, a sales promotion, a reminder, an invitation, and more! You can find a list of SMS marketing best practices here.

Bottom line, it all comes down to engagement. The app is a necessary element of an effective marketing program, but it is not sufficient in itself. All mature mobile marketing programs must also include a text message feature to engage your audience through a wide variety of content on a personal level. So take the time to learn the text message marketing rules; they aren’t so confusing that you should stop using the most ubiquitous medium out there. The statistics speak for themselves – app push messages are an enhancement to your marketing strategy, not a replacement.” (source: iMedia)


Canada is Seeing Growth Too! Using Mobile Marketing to Reach Baby Boomers


“Mobile Giving Foundation Canada – The Mobile Giving Foundation of Canada is reaching out to baby boomers with SMS campaigns that draw attention to their cause. The foundation’s text-to-give campaign is quick and easy, which is something baby boomers appreciate.” Keep in mind that simpler is better. “Make sure your call to action is clear, concise, and linkable or baby boomer recipients might pass.” (source: Business Review Canada)




SMS Provider, True Dialog, releases significant upgrades and features to its powerful API for SMS and MMS

True Dialog, a leading global provider of mobile solutions, announced the release of several new features to enable developers to build more powerful mobile toolsets. True Dialog’s RESTful API allows developers to connect with 990+ operators and 5.5 billion wireless subscribers globally. This release includes the availability of MMS and Long Codes, as well as stability enhancements, event status, and more.

Release Highlights:

  • SDKs. There are SDKs available for multiple languages (C#, Java, Ruby, PHP) that get the initial setup of SMS. Those are available in the True Dialog API Libraries.
  • API Dashboard. More developers are using a mixture of API calls and the portal to build what they need, so True Dialog created a dedicated dashboard to support their needs with shortcuts and reporting.

Technical employees access a vast array of software solutions on a daily basis, and making it easy to implement is key to cross-platform integration. Communicating with the developer community and offering easy application of mobile solutions are high priorities for True Dialog, so new API and Portal releases rolling out over the summer months will address those priorities.

“We’re brining the power of MMS and SMS to developers and marketers alike,” John Wright, CEO, True Dialog.

View the original release on PRWeb


Mobile Engagement Just Got Easier


With more than 20 years experience, Lyris is a global leader of innovative email and digital marketing solutions that help companies reach customers at scale and create personalized value at every touch point. Lyris’ products and services empower marketers to design, automate, and optimize experiences that facilitate superior engagement through increased conversions and measurable business value.


The Lyris solutions portfolio is uniquely comprised of award- winning messaging automation software and digital marketing strategy. The componentized and flexible integration framework continues to revolutionize the way marketers can extend digital messaging across an enterprise.


True Dialog is excited to be partnering with this incredible company, and to further develop their robust suite of products – allowing clients to create a deeper engagement with customers. Mobile engagement is key to enterprises large and small as people communicate across a broader range of mediums. The exponential growth of data continues to change how we approach digital marketing initiatives, and this partnership is a reflection of the innovations to come.



 True Dialog, Lyris, Partnership, Data-Driven, Digital Marketing, Mobile Marketing



The MMA Announces Results From First-Ever Cross Marketing Effectiveness Research (SMoX) Conducted for Mobile, Based on In-Market Campaigns from Coca-Cola, Walmart, MasterCard and AT&T


Study Reveals Optimized Mobile Spend to be in the Double Digits of Total Marketing Mix

New York – March 17, 2015 – Today, the Mobile Marketing Association (MMA) released the findings from its Smart Mobile Cross Marketing Effectiveness (SMoX) study. Conducted in combination with Marketing Evolution and InsightExpress, the study assessed the economic value of mobile compared to traditional marketing channels by closely examining real, in-market campaigns from Coca-Cola, Walmart, MasterCard and AT&T. According to the study, the optimal spend for mobile (based on total campaign spend) is in the double digits—far more than most marketers are currently allocating.

Results from the SMoX research confirm that marketers would significantly increase their overall campaign ROI, without increasing budget, by simply adjusting mobile spend upwards. The study also showed that mobile is a strong driver of campaign performance across the entire purchase funnel. From upper funnel metrics like awareness and image, to purchase intent and actual behavior (foot traffic or sales), the empirical evidence proves that mobile has a fervent contribution to campaign results, justifying a double-digit allocation of the entire media budget (not just digital) to mobile.

As the first comprehensive study of its kind, SMoX is expected to trigger a turning point in the mobile industry in the same way similar research drove Internet advertising in the early 2000’s. Brands that participated in those studies increased their online ad spend by 30x on average, based on the insights. Additionally, the impact to the growth of the industry, measured as a direct result of the research, was 2.2x.

“The market has acknowledged there is a deep chasm between what brands are currently spending on mobile and consumer behavior, but now there is real, indisputable proof on the value of mobile to a brand’s business goals,” said Greg Stuart, CEO, MMA. “I believe mobile presents the greatest transformation of marketing in our generation. With empirical data, SMoX now demonstrates the competitive opportunity for those marketers who figure out how to leverage the power of mobile effectively and optimize their spending with the most impactful allocations in their marketing mix, finally keeping pace with consumers.”

The campaigns that were assessed for the report cover a cross spectrum of industries, tactics and campaign objectives. Key findings include:

The Coca-Cola Company: Gold Peak Tea Campaign

In Spring 2014, Gold Peak Tea brand was looking to build brand awareness and drive increased sales using a mix of TV, print, online and mobile to drive messaging. They also wanted to better understand how mobile performed within the marketing mix.
After evaluating how effective the campaign was and how each of the various media performed, the study found that mobile drove 25 percent of top-of-mind awareness, 9 percent of “home brewed taste” image conversions, and 6 percent of sales with 5 percent of budget.

“At Coca-Cola, we consider research like this is an important facet of understanding how mobile fits into our broader marketing mix,” said Tom Daly, group director, Global Connections, The Coca-Cola Company. “Our marketing teams will further evaluate the results and take them into careful consideration when developing future campaigns.”

Walmart: Back-to-School Campaign

For its annual Back-to-School campaign in the summer of 2014, Walmart was focused on driving grocery intent to shop among mothers of school-aged children. Using a mix of TV, FSI, online and mobile, the company wanted to uncover how to best use mobile, including the proper allocation and types of mobile advertising that were most efficient in driving their marketing goals.
The study found that mobile impacted more consumers per dollar spent than both broadcast and cable TV. Mobile drove 14 percent of change in overall shopping intent, despite accounting for only 7 percent of spend.

“It’s clear that mobile is becoming an increasingly critical part of the marketing mix,” said Wanda Young, VP of Media and Digital Marketing, Walmart. “It’s not only driving brand and campaign awareness, but also in-store foot traffic. We’re proud to be on the forefront of mobile marketing and are dedicated to working internally and with our peers in the industry to further explore the various ways in which mobile can help drive our business objectives forward.”

MasterCard: Travel Card Campaign

In Q4 2014, MasterCard launched its Travel campaign to increase association of the card within the travel sector and to drive awareness of its Concierge app. Using a mix of TV, magazines/newspapers, digital and online (including social), the company hoped to promote their “Take One Day” pledge, inspiring people to take more vacations.
The SMoX study investigated the impact of mobile in the above KPIs, quantifying the value of mobile display and video as they relate to the “nester” and “empty nester” target groups. In this case, mobile worked almost twice as hard compared to the campaign average, in terms of the number of people it converted on image per dollar spent.

“SMoX represents a real breakthrough in the mobile marketing industry,” said Adam Broitman, VP of Global Digital Marketing, MasterCard. “It’s the first thorough and comprehensive industry study that proves the true value of mobile. I’m looking forward to applying the findings to our ongoing mobile analysis at MasterCard and working with the MMA team to continue to develop similar research that brings unprecedented value to marketers.”

AT&T: moto x Campaign

In late 2013, AT&T launched a marketing campaign for its customizable brand of moto x smartphones. The company’s key objective was to maximize awareness of the new moto x device and to better understand the role of mobile within the campaign, which used TV, print, online and mobile.
The SMoX study examined the impact AT&T’s campaign had on its KPI of building brand awareness for the new device among the over 18-year-old demographic, for a six-week period from September to October. The data showed that mobile delivered twice the awareness per dollar spent, compared to TV and digital.

In conclusion, the study found that reallocating to mobile (8-16 percent of the total marketing mix, on average) would drive incremental impact for each of the campaigns, making existing budgets work harder. For example, for AT&T, this would mean 12 percent higher awareness for moto x. For Walmart, this would mean a potential 15 percent increase in purchase intent for Back-to-School groceries.

In addition to determining mobile’s overall impact on each campaign, the study revealed the most effective ways for brands to implement various mobile tactics (including audio, video, native, location and more) in order to leverage mobile to its full potential.

Mobile audio, video and native all performed significantly better than display and were well worth their price premium, presenting an opportunity for increased campaign performance.
Different ad formats had different types of impact. The display ad banner was a good awareness builder and reminder, keeping a brand salient. Audio, video and native had greater influence on brand perceptions and sales.
Location targeting (retargeting and proximity) significantly improved the performance of display advertising, driving important KPI’s, including actual foot traffic.

“At its core, SMoX proves the concept of same budget, better results and guides marketers on how mobile makes their marketing work harder. With very limited effort, brands can increase the performance of a campaign by 30 percent on average (and potentially much more) by simply reallocating funds,” added Stuart.

The full SMoX report, including deeper insights and additional guidance on how marketers can use this information for their own businesses, will be available for download by attendees of the MMA’s upcoming NY Forum (March 17-18) and SMoX Roadshows (Chicago, April 9 and San Francisco, April 29).

SMoX Study Methodology
The research applies Marketing Evolution’s unique cross-media attribution modeling approach, which has been independently reviewed by the ARF through two separate official reviews and leverages new approaches to provide a granular read for mobile. In brief, the methodology for SMoX starts with a complete detail on every dollar planned in the media mix. The detailed media plan is connected to digital ad servers and all the leading syndicated databases for reach, frequency, and composition to calculate ad delivery down to the individual consumer level. A representative cross section of consumers are sampled, so that a robust individual consumer data set can be analyzed.

In terms of mobile, the SMoX research studies included extensive technical integrations with media properties so that mobile ads could be delivered to consumers in the panel at the levels of frequency and exposure dictated by the research design. This rather complex technical integration allowed for in-market field experiments, and observational research we desired, thus enabling the collection of rich, individual-level data for all media including mobile. For each consumer the dependent variables include sales (measured through data appends to sales databases or sales panels) as well as branding metrics (measured through survey), foot traffic, or other behavioral measurement such as downloads. To evaluate the impact of media as part of the SMoX methodology, Marketing Evolution runs logistic regression models that isolate the contribution of exposure to various media activities to sales (or any other KPI). The models also control for other factors, including behavioral characteristics and demographics of the individuals in the sample.

About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the chief marketing officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research, providing tangible ROI measurement; and advocacy. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate – Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit

National Sports Forum 2015

Are you going to the National Sports Forum?

Find our own Brian Ambrose there.


The National Sports Forum is the largest annual cross gathering of the top team sports marketing, sales, promotions and event entertainment executives – from throughout the broad spectrum of teams and leagues, (i.e. NFL, MLB, NBA, NHL, Minor Leagues, Racing, Colleges, etc.), in North America. On average, 75-80% of  Attendees come from the US, with Canada comprising approximately another 20%.

National Sports Forum, 2015, Mobile Marketing, Sports Marketing, Sports Promotions


It is thanks to our partnership with Modern Postcard, that True Dialog was able to attend in the National Sports Forum.



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