FIVE MOBILE MARKETING RULES: GET BIG SPEAK
By Sheila Bacon
Managing Partner Mobile Marketing Practice
Rule #1: No company can simply buy a list of mobile numbers and start sending bulk text messages. This is spam.
Fix: You must build an opt-in list. We all know that our mobile phone is a highly personal device. So marketing via mobile devices requires explicit consent and also reconfirmed consent from each recipient that they are happy to receive text communications to their phone.
Rule #2: You must find the right incentive linked into media
Fix: You must know your audience to get the right mix. Building a quality opt-in list is finding the right advertising medium bundled with an incentive message to persuade the target audience to opt-in. You can use practically any advertising media such as print, POS, TV, Radio, Billboard or even internet web sites. Insert attention grabbing “call to action” (CTA) to encourage them to interact. There are many forms of CTA which can be effective such as a “discount”, sweepstakes or some other form of entitlement. If you need ideas contact me.
Rule # 3: You must understand the ‘mobile handshake’
Fix: The mobile environment has many players and complexities. This can be to your advantage. At a minimum you must understand short codes and automatic response process. It goes like this:
- Short codes are the common method of response – whereby the consumer texts a keyword to a special short number. Short codes are quite versatile, they can be free, or charged at premium. All SMS texting rates are set by carriers, which again is the reason why the opt in permission is so very important.
- An automatic response is triggered by the consumer’s message to the short code. This is part of the “mobile handshake” which sends the requested information, free promotion, confirmation that you’ve entered the draw etc.
- Reconfirms Permission: The message process also asks if the customer wants to opt-in for future offers or messages.
Rule #4: Be relevant.
Fix: Mobile messages need to be relevant and targeted to an individual. If the messages aren’t compelling the consumer will not respond. If it is irrelevant, irritating or too frequent, they will opt out of future messages. You must consider a few key pointers:
- Fine tune your list: Use demographic profiling, analytical tools and feedback mechanisms, including surveys, personas and understand their product preferences. Know which group you will target what offer and test it
- Few Words Big Speak. A benefit of SMS texting is the limit parameter of only 160 characters which forces marketing to have messages that get to the point quickly.
- Timing is everything. Time of day or year can influence response rates e.g. a promotion for a restaurant at lunch time or a special birthday offer or an event e.g. when the national team is due to play a match or following a relevant purchase.
- Location, Location, Location. As location based services become more available (stay tuned) we will have that information. Right now, the opt in database is easily perfected– communication of special offers, sales, or product can continue in perpetuity, the art is making each successive message more relevant and harder to resist.
Rule #5: Don’t Skimp—play by the rules.
Fix: Industry associations such as the Mobile Marketing Association (MMA) have helped to provide guidelines for mobile marketing. Read this guideline. Not only should messages be consensual and targeted, it should also be simple for recipients to opt-out. If customers cannot reply to the message with “STOP”, they will be suspicious of your motives. Always be sure and have a quick way to handle opt-out by using “STOP” in the reply message.
I hope this helps you, let me know what you think. If we can be of further assistance, please contact us at BGGMobile! Email me at makinbacon@bggmobile.com.
