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Cheat Sheet

Mobile Marketing For Dummies

From Mobile Marketing For Dummies by Michael Becker, John Arnold

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

  • Facilitate commerce

  • Browse and connect with the Internet

  • Oh, yeah, and make calls, too!

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