TOP TIPS FOR MOBILE MARKETERS
Posted by Phil Robinson
Tuesday 25th August 2009 at 17:19
Mobile marketing is a fairly new and high impact approach to communicating with an existing or potential audience. With that in mind we thought it might be helpful to write an introduction to do's and don'ts of mobile marketing.
DO: Think about your target audience demographic
There is nothing more annoying than receiving a text message, email or letter that is completely irrelevant and in some cases inappropriate. Know your audience and gather information from people who are likely to appreciate your marketing messages.
DON'T: Obtain a database of random mobile numbers
Such sources won't check that these users are relevant or that the mobile phones are still active. Further these users may well have been heavily spammed by other database subscribers.
DO: Use your messages to link to other channels
WAP/ Web Sites, Vouchers to push people to POS (Point Of Sale), WAP payment sites and Telephone booking lines.
DON'T: Broadcast to numbers which you don't have an Opt in from
If you don't have a Mobile Originating message or proof of terms and conditions from other data collection sources, steer clear of sending promotional messages to these numbers.
DO: Think about how to measure the response
Using unique codes and adding a call to action at the end of broadcasts for example.
DON'T: Lose sight of the value of mobile numbers.
Even running a free to enter campaign can be immensely valuable in terms of number collection. Each number collected can be profiled and used in telemarketing exercises to cross sell.
DO: Send relevant offers
You will get the best conversion from well targeted lists.
DON'T: Send irrelevant offers.
This is the quickest way to lose numbers from your existing customer database.
DO: Make it clear how to opt out of future broadcasts
All broadcasts should make it clear to customers how to opt out from future marketing messages. This involves detailing the short code to which to send the STOP command.
DONT: Just trust industry gurus - do extensive research
Build your own unique strategies and messages, the more personable and innovative your campaigns the more your customers will show interest.
DO: Make your terms and conditions, including pricing for all campaigns clear
Make sure at some point during your campaign that they agree to terms and you exclusively publish prices clearly. Hidden charges and small writing will cause customers to opt out.
DO: Stay alert and be ready to react
Regularly review your customers, competitors and marketing news and alter your strategy to increase its value.
DON'T: Become complacent at the first sign of success
If something works don't rely on it; try new things as well and make sure you don't get labelled as a spammer.
DON'T: Market to minors without parents' permission
This could cause lots of potential issues, make sure you know your audience and avoid offending your existing customers.
If you are new to mobile marketing we highly recommend reading the official Code of Practice before going any further. Good luck and happy hunting.
DO: Think about your target audience demographic
There is nothing more annoying than receiving a text message, email or letter that is completely irrelevant and in some cases inappropriate. Know your audience and gather information from people who are likely to appreciate your marketing messages.
DON'T: Obtain a database of random mobile numbers
Such sources won't check that these users are relevant or that the mobile phones are still active. Further these users may well have been heavily spammed by other database subscribers.
DO: Use your messages to link to other channels
WAP/ Web Sites, Vouchers to push people to POS (Point Of Sale), WAP payment sites and Telephone booking lines.
DON'T: Broadcast to numbers which you don't have an Opt in from
If you don't have a Mobile Originating message or proof of terms and conditions from other data collection sources, steer clear of sending promotional messages to these numbers.
DO: Think about how to measure the response
Using unique codes and adding a call to action at the end of broadcasts for example.
DON'T: Lose sight of the value of mobile numbers.
Even running a free to enter campaign can be immensely valuable in terms of number collection. Each number collected can be profiled and used in telemarketing exercises to cross sell.
DO: Send relevant offers
You will get the best conversion from well targeted lists.
DON'T: Send irrelevant offers.
This is the quickest way to lose numbers from your existing customer database.
DO: Make it clear how to opt out of future broadcasts
All broadcasts should make it clear to customers how to opt out from future marketing messages. This involves detailing the short code to which to send the STOP command.
DONT: Just trust industry gurus - do extensive research
Build your own unique strategies and messages, the more personable and innovative your campaigns the more your customers will show interest.
DO: Make your terms and conditions, including pricing for all campaigns clear
Make sure at some point during your campaign that they agree to terms and you exclusively publish prices clearly. Hidden charges and small writing will cause customers to opt out.
DO: Stay alert and be ready to react
Regularly review your customers, competitors and marketing news and alter your strategy to increase its value.
DON'T: Become complacent at the first sign of success
If something works don't rely on it; try new things as well and make sure you don't get labelled as a spammer.
DON'T: Market to minors without parents' permission
This could cause lots of potential issues, make sure you know your audience and avoid offending your existing customers.
If you are new to mobile marketing we highly recommend reading the official Code of Practice before going any further. Good luck and happy hunting.
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