Mobile Marketing 101
The NY Times stated that Mobile Marketing is "The Most Powerful Advertising Medium ever Invented!"
WHAT IS MOBILE MARKETING
Mobile Marketing is the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program. Mobile marketing can be marketing using wireless media, including voice, text messaging (SMS), picture messaging (MMS), video and television, downloadable applications (games, videos, podcasts, ringtones, wallpapers); and mobile web.
There are more than 3.4 billion mobile subscribers worldwide. This is more than triple the 1 billion by end of 2008.
With the rise of Mobile Internet, mobile marketing is becoming the best way to advertise the next decade.
15.6% of mobile subscribers in the US, 12.9% of subscribers in the UK and 11.9% of the subscribers in Italy, actively use the mobile internet.
WHY MOBILE MARKETING
- It Is becoming the next “Internet”, the next mass medium
- Build a highly personalized dialogue with prospects and customers
- 70% of mobile media users find innovative ad formats appealing
- Most innovative way to get close to your targeted audience
- An “Always – On” medium
- Provides immediate interaction
- Excellent “Cross Media” and multi media program
- Can deliver your “Brand” at a personal level to prospects, clients and more
- Is an extension of any current advertising campaigns
- Builds that coveted Database of clients, prospects and more
- There are an estimated 257 million wireless subscribers in the U.S. alone
- US subscribers send 1.6 billion text messages per day.
- 20% of web browsing now occurs on a mobile device.
- Mobile phone penetration now exceeds PC penetration in US
- System suited for “on-the-fly” promotions or long-term promotions
- Low Risk/minimal investment
- Flexible with a quick turnaround from conception to implementation
- Users are ready, reachable, and in great numbers.
EVOLUTION OF MOBILE MARKETING
2004 was a turning point for mobile marketing in the United States
Early 2004 saw the use of simple text messaging blossom as a marketing channel, with brands engaging consumers via text-to-win, text-for-info and text-for-coupon pilots
Mobile marketing to date has mainly been used by brands on two basic levels:
- INFORMING -- centered on reminding and alerting consumers of products/services they were interested in.
- INVOLVING -- adding an interactive element. Consumers text into a short-code, or have a multi-directional dialogue whereby they reply to messages from a brand.
TYPES OF MESSAGING (SMS / TEXT)
- Alerts: Engage with those who have raised their hands and said they want to have an ongoing relationship with your brand via mobile. Deliver news on your products and services and provide mobile offers and coupons to drive sales which can include expiration dates and single use promotion codes.
- Text 2 Win: Make any traditional media interactive with contests that can create buzz and lead to further engagement.
- Text 4 Info: Offer your audience additional details on products, services, and more..
- Text 4 Offer: Drive trial and sales through mobile coupons delivered with expiration dates and unique identifying codes.
- Polls: Get the pulse of your audience while creating unique content and interactions to measure your audience’s opinion. Have them help you make data-driven decisions.
- Pics & Text 2 Screen: Through user-generated content/social interaction, involve your audience by providing them the opportunity to send in pictures via mobile device. Sponsoring or hosting a live event? Have attendees interact with your brand by sending “shout outs”, comments, and photos to the screens. Additionally have attendees enter contests for seat upgrades, backstage passes and more.
- Text 2 Web Phone: Mobilize your website with text messaging functionality to promote interaction with your customers. Showcase text 2 web responses on your website to have fresh user generated content that increase the stickiness of your web site.
- Mobile Signatures: A perfect souvenir from a sporting event or a concert. Text in to request an autographed picture of your favorite player or music artist, or personality, delivered right to your phone.
- Mobile Content: A quick and easy way to deliver branded content to consumer’s mobile phone. Use a promotional hook for the consumer to interact with your brand by texting to a unique keyword to download branded content such as video, images, ringtones and games. Now it is easier than ever to mobilize your brand on your consumer’s phones.
THINGS YOU NEED TO KNOW ABOUT TEXT MESSAGING (SMS)
- Respect the end user and always put the interaction decisions including choice and control in the hands of the consumer (this means consumer "pull," not consumer "push")
- Carriers (like AT&T, Verizon, T-Mobile) have all the control ad do not tolerate unsolicited text messages
- Understand your target audience and target demographics
- Consumers are easily annoyed and do not want to receive unsolicited text messages or spam
- You cannot buy a mobile list – it has to be built (opt-in only)
- Text message advertising must have a clear opt-out link in place
- Text message advertisements must be kept as brief as possible and get directly to the point
- Set clear and measurable goals from the start
