Mobile Marketing For Dummies
Mobile marketing brings with it special challenges and opportunities. You can use the features of a mobile device, including voice, video, camera, and text-messaging capabilities, to develop innovative marketing plans to attract customers to your business. You'll want to get carrier approval for your mobile messaging campaign, capture customer opt-ins so that you're operating ethically, study some sites to stay on top of the latest mobile industry and advertising news.
Getting Carrier Approval for Mobile Messaging Campaigns
You must submit the following information to your application provider to get carrier approval for your SMS (Short Message Service) and MMS (Multimedia Messaging Service) mobile marketing campaigns:
Sales contact: Your primary contact at the application provider
The common short code (CSC) owner: You or the application provider
Code type: Whether you’re using a random or vanity code
Billing method: Standard rate or premium rate messaging
CSC status: Whether it's moved from another application provider, or a new code
Campaign duration: How long your campaign will run
Campaign type: Type of campaign running on the CSC
Carriers: List of carriers the code will be run on
Testing information: Live campaign for carrier testing of the program prior to approval
Capturing Mobile Messaging Opt-Ins
To stay on the right side of ethics, and the law, make sure that you're sending marketing messages only to people who want to receive them. Try these techniques to get people to sign up, or opt-in, to receive ongoing mobile marketing messages from you:
Ask people to text a keyword such as join to your mobile short code.
Place mobile sign-up forms on your Web sites and social media pages.
Ask people to text a photo of your product to your short code.
Conduct a text-messaging survey and ask participants to join before or after the survey is complete.
Include your mobile signup information on your business cards.
Announce your mobile signup information at trade shows and events.
Text a signup link to people who call you (ask for permission first).
Offer an incentive — such as a free download — for joining.
Pay someone to collect e-mail addresses in person at marketing events.
Ask people to share your sign-up information with friends and colleagues.
Include a mobile sign-up URL (such as www.YourCompany.mobi/signup) in your advertising.
Keeping Up with Mobile Industry and Technology Changes
Several trade associations can be helpful in keeping you up to date on changes to mobile technology and the industry. Follow, join, and check out the Web sites for the following mobile and mobile marketing industry leaders and associations:
Keeping Mobile Marketing Device Factors in Mind
Your marketing plan needs to take the challenges of marketing via mobile phones into account in order to be effective. Remember the following limitations of mobile devices:
The screen is smaller than a desktop or laptop computer's
Mobile devices don't have a mouse or printer
The keyboard is limited on most phones
Bandwidth may be restricted
Data connections often costs money
Don’t get discouraged. Mobile devices offer many possibilities, as well. Your marketing plan can take mobile phone capabilities into account to ask your users to
Take, display, and exchange pictures
Take, play, and exchange videos
Record, play, and exchange music
Send messages via SMS (Short Message Service), MMS (Multimedia Messaging Service), and e-mail
Tell you where they are via GPS capability
Browse and connect with the Internet
Oh, yeah, and make calls, too!