If you understand that sending SMS online is the most cost-efficient way to reach out to your target market, then you should not be concerned about the price increase for longer messages.  In fact, we aren’t talking about only doubling your text lengths – we’re discussing raising that limit from 160 characters to 612 characters!  That’s quite an increase when you consider how hard it is to tailor your information into a mobile message.

When implemented into your online SMS strategy, the lengthy mobile messages can provide incredible benefits, helping you to gain traction in fickle markets and improve the overall communication you have with your target consumers.  Some sample implementations boast market increases of more than 25%, lending credence to the notion that though consumers prefer the mobile platform to other forms of standard marketing, they appreciate honest communication even more.  Because you can include “real talk” instead of mobile conversational techniques, you can better articulate the value that you are creating with your offerings, and facilitate the desire to make purchases on the spot.  Include online purchasing options, pricing variations, and full SPAM compliance in each message, and you’ll have every base covered. 

When you have an SMS online organisation that you can rely on, you can properly test the new mobile campaign style and determine whether or not making the switch is right for you.  Though increased cost is necessary on the part of the provider, remember that the increase in revenue will likely trump any investment made in the marketing realm, ensuring a return on your initial investment, and increasing your organisational perception in the marketplace.

Should any questions arise, inquire with your mobile provider to clear up any pricing confusion or get tips regarding the proper way to implement longer SMS messages.   Will the change ultimately impact your company?  Only proper testing can help you determine that, but if others’ experiences are any indication, the expansion of your SMS message length will only bring benefits.

Mobile messaging continues to expand, and with it, arises new ways to implement the strategy.  Consider the long texts instead of their 160-character counterparts, and see how so many organisations across the world are continuing to make headway into markets that seem so far out of reach via their online SMS interface!

As some of you may know we have been in development of some major upgrades to our reseller software. We originally slated completion of this at the end of January however unfortunately testing of the new system has uncovered some user complexities that we are looking to simplify.

This process has us doing some significant reworking of some of the core functionalities of the Burst SMS site. We cannot offer a completion date at this point in time however we will be sending out an email when we are close with an updated user guide and an explanation of the changes.

As of this week we will be reducing the wholesale fee to $99 per month and the price of dedicated numbers on the current system to $29 per month.

Here are a list of the upgrades that will be coming soon.

1. Wholesale pricing will be reduced to $99 per month which will give all accounts access to 4.9c messaging and numbers for $19 per month. Retail pricing will be 7.9c messaging and numbers for $29 per month.

2. Resellers will be able to add margin to numbers when they are purchased by their clients.

3. Resellers will be able to sell individual keywords on a number assigned to their account.

4. Resellers will be able to create packages of SMS that can be sold in blocks. eg. 500 SMS for $50.

5. All accounts will now be protected by SMS code. Activates will not be active until a code sent to the account holders phone is entered. This will reduce our incidents of SPAM by 95%.

6. A new affilliate program will be setup so that if you get a client that wants to become a reseller themselves, if they sign up to Burst SMS using a link you provide them you will earn 5% of all their and their clients credit top ups forever.

7. The Reseller client overview panel is being overhauled to show all the new revenue streams and with a clearer view of your position and monthly breakdowns.

8. When setting up a client account you will be able to just dictate your price rather than having to figure out margin and GST as is on the current system. We will calculate all the numbers in the back end for you.

We are continuing to work hard to create the best possible user experience for our resellers and make the system as simple as possible for your clients so that there is a minimum of account management or technical support required.

If you have any questions or would like to make any suggestions for the new reseller system please visit our support site at support.burstsms.com

Below is a proposed grid of our new pricing structure.

Business SMS providers are not created equally, but there is little doubt that employing the use of a specialist organisation can be the difference between a rapidly expanding market share and a shrinking consumer base.  Operations across Australia are taking advantage of the unique opportunity to communicate directly with consumers, opening the door for more effective marketing strategies and an enhanced profile of who your customers are and what they really want.  When searching for a company that will offer up the technology and network required to implement SMS for business purposes, there are a few things that you must consider.  We will break this information up into a 3-segment blog, so be sure to drop by and review parts 2 and 3.

Before we dive into the key components that you must be sure your provider has, let’s take a quick look at what a business SMS organisation really is, and how their operation reaches thousands of consumers in an instant.  First off, you should understand that an SMS providing organisation is not a mobile network.  Instead, they have brokered deals with specific platforms that allow them to utilise the sending networks for their clients. 

But, if these companies don’t own the network, then how can we accurately gauge how well they’ll perform when using them? 

That’s a fantastic question, and I’m glad you asked…

SMS for business usage is an incredible tool, and the gateways that they have arranged for your usage are very important.  Telstra and Tier 1, two of the most reliable in Australia, should always be a part of the company’s design. But, when wondering how effective the service will be for your needs, look into the provider’s interface.  The toolbar, or programming, that they use and offer to you should be incredibly simple to use, efficient, and include many of the tools that you will want to have available when you are knee-deep in a mobile marketing campaign. 

Consider the Pricing

Anytime you send business SMS messages, there will be fees involved.  However, not all of these fee schedules are the same.  Some may use an SMS-based pricing design, which basically allows your company to purchase a specific amount of SMS messages to be sent.  Regardless of the consumer’s location, you can send these messages anywhere for the pre-paid price.

Credit systems are another popular way of charging for SMS messaging.  Any company using SMS for business will encounter a firm that involves purchasing “credits” from the provider.  Each message will have a specific “credit-cost”.  If you are sending domestically, the message will likely cost 1 credit.  If you are sending across the world, that message may cost you 3 credits.  This is a convenient system, but things can get expensive quick, so be sure that you fully understand the pricing.

Warning:  Be sure that you read the fine print, and fully understand every fee that is being charged to your account.  Some fees may be hidden when dealing with particular carriers.  Know what you’re really spending!

When first starting out, you may encounter companies that require you to make minimum purchases.  This is something that can be avoided with other companies, though it will ultimately affect the amount of pay in most cases.  You want your SMS provider to be flexible and understanding of your needs, so don’t shy away from questioning specific minimum text amounts and looking for ways to avoid spending more than you can afford.  A great business SMS organisation will rely upon their client care and delivery strength to earn your business…not a pre-purchase minimum that requires you to invest before you know if you’re even interested in the software tools.

If you are looking to use SMS messaging for specific “alerting” needs or for office interaction, you may not want to purchase 1000 messages at a time.  Seek out a company that doesn’t use minimums, let them know what you’re really after, and begin implementing their technology.  In the end, you’ll find that there are many uses for the platform, and as you get more comfortable, use their expertise to help you better integrate the technology!

Stay Tuned for Part 2 of the Series…

Appointment reminder services have become a mainstay in a variety of industries, largely in part because businesses have learned how much revenue is lost by no-shows in the appointment ledger.  But, how can an organisation that has never utilised such a platform determine which will suit their needs or offer them the best value for their investment?  The answer, as it often is, boils down to monetary outlay versus the amount of money saved through the use of the SMS reminder service.   Many bulk SMS providers will offer some semblance of a reminder service, but when you choose a company that doesn’t have properly developed software, you could find yourself back on the hunt for the right service and a bit lighter in the pocketbook! 

Cost Versus Return

Anytime you have an office that is staffed with employees, you must have business to make the payroll checks worthwhile, right?  However, when an appointment doesn’t show up, you are left empty-handed and profits are falling through the cracks.  There are more than a few providers for SMS in bulk services, but the reminder utility must be fully functional in order to be effective.  Be sure that any company that is looking for your business can accurately outline the basics of their bulk SMS reminder suite.  Take this list, consider how much capital can be saved via the investment, and then make your decision based on this information.  Cost versus return analysis:  it will rarely let you down!

Tailoring Messages to Clients

The personal touch that SMS in bulk providers can add to your mobile reminders can be the difference between a client feeling as though they’re receiving a “blanket” approach to operations or a fully tailored message.  With a computer-based toolbar, an office employee can create message queues that will be sent on future dates, complete with the client’s name, the date of the appointment, and a means of letting the office know if re-scheduling is necessary.  The template creation process should be simple, efficient, and absolutely effective.  When these tools are at your disposal, you will immediately notice that your appointment ledger sees far fewer missed appointments, and any cancellations are announced long before the scheduling meeting or visit.

Integrated Office Suites

Many office programs have some element of appointment reminding integrated in their design.  You may need to employ the use of a bulk SMS provider to give you the coverage and facilities necessary for sending, but it is always worth a look before striking out to find new software or technology.  The costs associated with many of these office integrations, however, will usually not be competitive with mobile marketing suites because they are not designed to handle large quantities of SMS messages. 

Facilitating Responses

When you clients send you a quick note in response to your SMS to let you know that they will not be able to make it to an appointment, be sure that your system has the capabilities of updating your appointment book and sending a confirmation back to the client.  An organisation can always post a phone number to facilitate cancellations, but the ability to operate within the SMS medium is incredibly convenient for both the administrative office and your customers.  It should be noted, however, that having a client phone the office may lead to a higher number of reschedules.  Keep this key point in mind and look to experiment to find the technique that suits your business and customers best.

Grasping the Software

Many do not realise just how many variants are involved when instituting a bulk SMS reminder strategy.  The right toolbar should be user friendly, provide a wide variety of service options, and most importantly, automatically facilitate the responses of your clients.  Microsoft has some nice office suite technology, but the SMS network you utilise will make all the difference when it comes to keeping your appointment book full.  Be sure that the company you choose has a user interface that requires little to no training.

SMS reminder software can be the perfect solution to keeping your appointment book on track.  Implementing bulk SMS technology into the office environment shouldn’t be a difficult venture.  Find the right organisation, remember the key features that we discussed here, and remember that SMS in bulk can be an important cog in an office’s pursuit of higher revenue numbers and fewer no-shows!

Organisations that are researching the viability of a mobile marketing campaign likely come across a bevy of figures that make their head spin.  When looking over these statistics, it is important that the team understands each batch of numbers means, and how it impacts the investment made in the mobile marketing arena.  The right Aussie SMS provider can open the door to a consumer base that was once just fantasy, and because marketers are always on the lookout for new ways to entice buyers, sending SMS messages can be the difference between expanding and retracting. 

Mobile marketing via SMS is important, largely in part because it is the most commonly used form of message communication in the world. The direct communications are easy to manage and are arguably the most cost-effective means of generating leads.  An investment in SMS’s direction can pay dividends that far exceed those of standard print advertisements, making Aussie SMS providers some of the most sought after marketing organisations. 

Because it is the industry’s leading form of messaging, SMS is supported for consumers that use any of the following mobile players –  Telstra, Vodafone, Three and Optus, to name a few.  This list includes only the largest mobile providers on a global scale, but nearly all carriers offer SMS services.

When a company enlists the assistance of a large Aussie SMS organisation, they are gaining access to short code technology, intimate industry understanding, and of course, the technology necessary to facilitate all of the messaging, responses, and client list management.  Keywords become a key component in the campaign, as they can induce conversions of consumers that previously were only warm leads.  Burst SMS, for example, leads the pack in regards to delivering SMS for Aussies, due to a superior client interface that gives marketers the ability to manage entire campaigns in a matter of moments. 

Another important aspect of mobile marketing involves tracking consumer trends.  Remember when marketing departments had to use large amounts of capital to gain market information from research firms?  These days are long gone, as the same techniques used to gather said information is now easily tracked with the information gathered through opt-ins, opt-outs, and purchasing trends.  Gaining full access to a target market in this manner has helped to fuel SMS marketing to the pinnacle of the advertising industry.

If you are a marketing firm, there are reseller options that can allow you to deliver the technology and premiere service to your clients without extensive research budgets.  White label branding gives you the ability to brand the toolbar interface and subsequent network advancement as your own, again reminding your clients that you understanding the changes that marketing is witnessing and will continue to deliver the very best in technology, service, and information.  When using the reseller program, you can get discounted rates through the providing organisation, add your own profit margin, and begin seeing profits from yet another revenue stream.  The platform that delivers SMS for Aussies has become one of the booming industries domestically.  

SMS marketing is the gateway to consumers in the 21^st century, and with a solid SMS provider behind you, your marketing campaign can elevate expectations or your firm can deliver the ultimate tool to clients.  Make the most of the consumer trends that we are witnessing on a daily basis, and add mobile marketing technology to your advertising arsenal.  

If you look around at the technology being used by consumers, there is little doubt that mobile devices have taken the world by storm.  Once used simply for phone calls, they are now acting as navigators, purchase points, and decision makers.  Companies that understand the incredible opportunity that has presented itself are taking huge strides in their given industries.  SMS marketing has escalated into the ultimate lead generator, and when coupled with a sound value-based strategy, there are few platforms that can provide similar results without incurring incredible costs.  

Marketers have always relied on purchasing trend information about target consumers, and because this information was not always easy to compile, getting their hands on it cost a large percentage of their budget.  But, what if you could get the same information while simultaneously generating leads and increasing your conversion expectations?  This is the element that marketing with SMS offers, and explains why many marketers have put the standard methods of reaching customers to bed and adapted to the changing consumer landscape!

Email strategies were one of the initial steps that the advertising world took into the new marketing frontier, but emails prove to be too sluggish when looking to establish the immediate contact necessary to impact purchasing decisions.  The average text message is checked within four minutes of receipt, while emails can linger for several hours to a couple of days.  When considering this attribute, it is apparent why emails took a back seat to more time-sensitive communications.

Teaming up with a solid SMS marketing organisation can reduce the amount of work hours required to manage an entire campaign and deliver incredible results.  Well-placed signage touting short codes can help to induce opt-ins, giving you a mobile customer database that ensures that all of your messages will reach a large segment of your consumer-base. 

Keywords can play a huge role in marketing with SMS devices, as well.  When your customers have the ability to text a specific word such as “DEAL”, to your five digit short code, they can immediately receive discounts, more information, at with a web-based solution, the opportunity to make a purchase directly from their mobile device.  Again, this is an example of how the point of sale has shifted because of the new technology.

Once you have this level of intimate interaction with the “exclusive” members of your mobile campaign, you can then increase foot traffic on your website or brick and mortar location with simple coupons that are valid within a specific time-frame.  Are Mondays typically slow for your company?  Why not offer 15% off to your consumer-base when they visit on a Monday?  This will change the dynamic of your sales expectations and ensure that you are driving traffic via the communication vessel that the public has chosen.

Arguably the most important element of mobile marketing is the cost…or lack thereof.  Many mobile campaigns are a tiny fraction of their television/radio or signage counterparts, leading many organisations toward the mobile realm.  Can you use a bit more business this year?  Of course you can, so take advantage of the technology that has been knocking down doors for years!

As many marketers continue to weigh the pros and cons of various advertising mediums, a new study has been released that should help to convert anyone that has been wondering whether or not mobile marketing is actually worth it.  To get the right platform, an SMS service is generally used that will provide the necessary SPAM compliance and ensure that all messages are delivered quickly.  And, despite the cost-effective nature of the advertising strategy, there are still skeptics.  The news from HipCricket should change all of that, as the 2011 Mobile Marketing Survey assures us that there will be plenty of mobile messaging between consumers and companies in the future.  Check out some of these numbers and take note of the “future” that seems to be imminent –

Of those polled:

86% noted that they utilise SMS messaging on a weekly basis

33% mentioned that they are very interested in mobile loyalty programs from reliable organisations

30% said that they have interacted with a branded company via SMS in the past

12% have participated in mobile loyalty programs for companies they patronise in the past

This information should cause quite a stir, as the second figure points to a bright future for SMS services everywhere.  Companies are learning that consumers enjoy the convenience and value that is created through mobile campaigns from the organisations they already patronise.  What does this mean for the future?  Ultimately, it ensures us of continued relevance and growth in the mobile sector. 

Implementing a mobile strategy of your own isn’t difficult when you have the right tools at your disposal.  Software provided by an SMS service should help your organisation to implement the strategy, test for the perfect “value angle”, and most importantly, help you save money in the overall investment.  We are noticing rapid expansion across the industry, and because of the growing interest in the mobile offerings that many companies are providing, consumers are taking note of the value and opt-in rates have never been higher!

SMS services are the perfect solution when an advertising strategy has grown stagnant.  If signage isn’t doing the trick, consider changing the technology you are using and reach consumers with a platform they prefer.  In the end, there are several ways to lure consumers into the fold and increase the overall conversion rates of your campaigns.  By using the right tools, you’ll be setting goals much higher in the future!

In modern marketing, having the right tools can make all the difference.  Once the right tools are in place, there is still plenty of work to be done on the part of the marketing staff.  In addition to the gathering of consumer-base information, test marketing must be conducted which can exhaust a company’s entire advertising budget.  However, there are software techniques currently being used that make the most of technology and save companies incredible amounts of capital.  Mobile marketing has changed the way we see advertising, and because consumers are using their mobiles more than ever before, the potential is limitless.  And, because we are noting the increasing efficiency in the testing and implementation areas of marketing, companies everywhere are able to streamline their entire process, leading to a larger bottom line and increased consumer interest.

While all of this technology is taking a front seat in the advertising industry, the principles that have guided marketers for decades remain in place.  Testing must be conducted, the approach must be mapped out, and the perception of your organisation remains at the forefront of your plan.  No matter how a business is reaching out to a consumer, if the information being shared isn’t intriguing or valuable, the campaign will suffer.  Marketing to mobile devices requires the same care and techniques seen with other mediums, though the results can be drastically different.

Choosing the Right Interface

The key to mobile marketing lies in the interface that an organisation utilises.  If the software toolbar is not user-friendly, it does not reflect on the marketer.  Instead, it falls directly on the shoulders of the software developer.  We have seen this principle played out time and again in the tech industry, which is why any organisation that is taking the necessary steps to launch a mobile campaign would be well served taking the time to choose the right platform. 

When you are nearing a launch date, great care should be taken to ensure that the campaign includes all of the necessary functions without cluttering the entire concept.  For example, simplicity is the key in software, right?  Marketing is the exact same thing.  The same concepts that draw an organisation to a particular marketing platform are identical to those that draw consumers to an organisation.  By keeping this simple in the messaging and utilisation of the mobile to marketing strategy, a company can take advantage of the various elements that cause consumers to take note of mobile offerings and visit particular locations.

Marketing to mobile devices requires the same audience testing found with other mediums.  Using the channel involves getting the most from coupons and consumer inputs.  When conducted properly, your company will notice higher traffic levels, an increased conversion rate, and more satisfied clients.  In today’s economic landscape, these things are sought after with reckless abandon.  Testing with the proper software will ensure that the message your company is delivering matches that of the products or services you provide.  The long-term engagement can be staggering, and with a more dedicated customer base, profits will soar!

Text marketing is something that the advertising industry has seen explode in recent years.  Each consumer leaves the home with three things:  their keys, their wallet (or purse), and their mobile phone.  Already an industry that has crested the $175 billion mark, researchers at Portio Research expect the SMS angle to continue to flourish and are touting 2014 numbers in the neighborhood of $233 billion!  There is no denying the effectiveness of the platform, but when you properly integrate the technology into your current marketing strategy, you have all of the necessary tools to pique the interest of existing and prospective clients, ensuring that you have a large pool of warm-to-hot leads to facilitate your business.

To get the most from the platform, you must shift your perception of marketing with text messages.  Sure, they provide information or social communications, but ultimately, there are opportunities to initiate and facilitate sales through the SMS design.  We are living in an era of history that’s been touted as the “Information Age”, right?  With this in mind, consider all of the tracking capabilities that are involved with consumer to business SMS messages.  Would you like to know when your pizza is being delivered?  How about getting information regarding discounted event tickets and then being able to purchase them directly through your mobile?  By placing yourself in the shoes of your target market (which shouldn’t be too hard given that you are also a consumer), you can determine which services make the most sense for your industry and begin implementing the strategy.

Mobile applications have seen substantial growth in the digital marketing realm, but text marketing has maintained its industry-leading role because of the wide scope that comes along with the platform.  Additionally, SMS remains the fastest way to send messages with mobile technology, so expect the trend of popularity to continue.  Most mobile devices in use will re-direct messages from other platforms directly to the SMS box on the device.  The small adjustment by the devices proves that marketing with text messages is, and will remain, the messaging platform of choice. 

SMS can be configured to utilise an application to secure the sending and receiving processes that occur throughout the process.  When an organisation utilises a User Data Header, they are able to send a message to a consumer and have the message immediately open a URL that directs the recipient to the necessary information. 

The Expansion of SMS Banking Technology

When online banking first hit the scene, transfers were generally relegated between accounts of the same banking company.  Obviously, that expanded as the technology was perfected.  We are seeing the same trend with SMS messaging.  Wire transfers and banking details were once only facilitated through mobile devices if the sending party and receiving party both were with the same banking institution.  Now, however, the platform involves all institutions that utilise SMS banking, so users can get the most from the mobile prospects involved.

With a mobile PIN number and a Mobile Money Identifier, users can use the texting technology to transfer funds in and out of their accounts, make payments for utilities, credit cards, or home loans, and check balances.  All of this occurs in seconds, largely in part due to the efficient nature of SMS.

As the mobile expansion of marketing continues, SMS continues to hold its ground.  New uses for the platform continue to surface, and because of its device-range, an organisation knows that their target audience will, at least, have the capability to send and receive text messages.  Honestly, we believe that the trend is still getting off the ground, and with a few more years of technological advancement, there will be more uses than we had ever imagined.  The potential is incredible, and with so many users worldwide, expect companies to continue to expand their mobile offerings and see mobile consumers continue to pour through the proverbial gates.

Mobile devices have taken the world by storm, and with that ascension comes the consolidation of technology.  Everywhere we look, we find people using their mobile phones for social networking, banking, and calendar management.  And, though your organisation may be utilising some of the mobile options at your disposal for marketing, there’s a chance that you are leaving my opportunities on the table.  In fact, as the role of mobile devices continues to expand, it can be said that any marketer that understands the potential of SMS media as a marketing platform will see results previously unfounded in the industry.

Consumers are using their mobiles as a means of making purchasing decisions.  A device’s role in the process encompasses everything from gathering information about store locations to finding discounts through SMS coupons or other digital offerings.  Essentially, each consumer is now armed with information that will affect their purchasing choices.  When you create a mobile optimised site for your client-base, you increase the interactions with them 85%!  This is a staggering number when you consider the amount of resources that are allocated for creating this engagement. 

How has the mobile dynamic changed the purchasing chain?  Formerly, customers would visit a location that was convenient for their daily routine, make a purchase, and leave.  The retailer would not see or interact with them again until they re-visited the location to make another purchase.  Media SMS technology has allowed retailers to alter the purchasing dynamic by notifying these customers about in-store specials or integrate rewards programs to ensure that the foot traffic continues.  Mobile sites can help these consumers make informed decisions, allowing your organisation to put your best foot forward at all times.  Promotional information can rarely hurt a marketing strategy, and instead of using “hit or miss” approaches, the mobile dynamic has created a bond between consumer and provider.

Another aspect of mobile use worth noting is user access to social networking platforms.  Smartphones are connecting people in new ways, which can allow members of a specific network to quickly share information.  Numbers are showing drastic increases in mobile social networking (a 43% increase), and when used properly, a company can contact a particular consumer and immediately gain access to their entire social networking “friend list”.  When you create an incredible offer, you can incite interest from other “like-minded” consumers based upon their common interests.  Should a subscribing consumer “share” that special offer or information, the expansion of your mobile strategy can be exponential. 

When you are creating or modifying your SMS media approach, remember that long-term relationships are the primary goal.  The ability to interact with consumers can help you profile your target market with greater accuracy and test promotional concepts efficiently.  If you post a billboard, the only feedback you garner is whether or not sales spike.  However, text messaging can allow you to get responses that help you get a better idea of what your customers really want and how you can serve them better.  Information can be expensive to obtain, but when utilising marketing texts, the accuracy escalates while the associated costs decline.

Understanding what consumers need should be among the primary goals of your media SMS design.  What is the personality of your consumer-base?  Do they want to come to you or would they rather have your services brought directly to them?  Are there ways that you can make the purchasing process easier?  All of these questions can be answered by simply gauging your customers.  Branding can help an organisation climb the market ladder with incredible speed when they are listening to client feedback.  What better way to acquire this information than through direct contact with each and every one of them?

The expansion of the mobile realm has led many to question the viability of mobile messaging moving forward in regards to marketing strategies in general.  And, while many utilise smart devices that can support online and mobile applications, it is important to note that this only represents 10% of the mobile usage worldwide.  This information helps to clarify the importance of implementing or staying on track with your SMS campaigns.  We have seen this communicative platform flourish over the last couple of decades, and despite the emergence of technological advancement, letting go of the SMS strategy is quite premature considering the usage that the platform sees on a global scale.

SMS messages are expected to increase to a volume that exceeds 8 trillion in the coming year, while instant message platforms like BBM (BlackBerry Messenger) do not expect to reach the “billion mark” until 2015.  Consumers continue to utilise the convenience that an SMS campaign can offer, and because markets remain fragmented, there is little doubt that using the technology that spans all carriers and mobile devices remains the prudent choice. 

What about the conveniences that “instant messaging” technology delivers to users?  Initiatives are already underway (like RCS-e) that will ensure that the social networking aspects of emerging technology are being applied to standard SMS messaging.  These changes will provide the same contact list management interfaces that are currently supported by the instant messaging options.  In essence, SMS campaign operators will benefit from the overall improvement of the platform, enhancing the texting experience and rendering all segmented forms of “brand-specific” instant messaging obsolete.  Take note, users of such technology generally enjoy certain aspects of the experience, however the exclusionary nature of the BBM or iMessage platforms can severely limit the messaging options.   

Remember when the BlackBerry outage hit consumers?  This is yet another sign that SMS campaigns have a leg up on other communication technologies, as the reliability remains unmatched.  Mobile messaging also maintains the moniker of “most profitable platform” in the marketing world.  In an industry that generates more than $200 billion in revenue, SMS technology composes nearly 65% of the total gross.  Again, statistics continue to remind us that mobile marketing still requires text messaging capabilities, and with this information, marketers can make the necessary decision to stick with their current mobile strategy.

Launching SMS campaigns remains incredibly profitable despite the notion that text messaging is losing ground to new platforms.  And, as the current studies are proving, SMS messaging has never been more popular!  Companies that initiate contact with target consumers using “tech to tech” marketing techniques are currently enjoying the benefits of a low-risk, high-reward strategy.  The evolutions we are witnessing on the mobile technology front continue to fuel the belief that the entire platform will eventually become the underlying technology for instant messaging options.  Take note that RCS-e will be settling into the market in the next 24 months, and when initiatives like this one take hold, the viability of the SMS industry will again prove its worth.  

Before setting out to implement your mobile marketing strategy, it is imperative that organisations turn their attention to the proper creation criteria.  When considering the personality of your consumer market, remember that nothing is as important as “unsubscribe rate”.   A marketer can properly gauge the effectiveness of a campaign by simply looking at the percentage or frequency of campaign opt-outs.  Depending on your campaign platform, noting the behaviours of mobile clients when interacting with your advances can help you shape the right technique when looking to create the perfect strategy. 

If your organisation is utilising SMS broadcasts as the primary means of consumer contact, opt-out rates are what should garner your full attention.  Mobile applications require a bit of a different take, as marketers will want to note the “deletes” that occur when sending out your offerings.  Social media websites like Facebook give you everything you need to make great decisions, as consumers will let you know when they “like” something.  Track the amount of confirmations you get through this simple notification and you will have a better idea of where you stand with your consumers regarding your mobile advances.

Mobile websites can be incredibly helpful for customers, and while they are quite advanced, you must always remember to include an option to visit the “full site”.  Often times, there will be things that the customer cannot get via your mobile site, and if you are seeing high levels of traffic to your full website through your mobile web portal, it is obvious that changes need to be made to the mobile rendition. 

SMS broadcasting requires attention to consumer patterns and their willingness to continue communication with your organisation through the platform.  All of the same principles apply to marketing despite the change in technology, and you want to be sure that you are avoiding “over saturation” and aggravating your clients. 

Print ads, mailers, and the like are very benign as they allow the consumers to take note only when interested.  The lack of intrusion will generally keep your organisation on everyone’s good side.  However, the conversion rates associated with such platforms are very low when compared to the personal edge that mobile marketing offers.  SMS broadcasts are nowhere near the passive angle that is taken through print ads, but we aren’t calling people on their home phone during dinner time, either. 

When consumers allow you into their personal lives, which is exactly what is happening here, you must be sure to maintain a level of restraint and pay attention when you begin getting negative feedback.  SMS broadcasting is a great way to interact with clients and can bring sky-high conversion rates.  However, once you have been invited, it is a constant struggle to stay there.  Complacency will lead a mobile marketing strategy into the realm of “cancelled”, and no organisation wants to see that happen. 

Properly notate the responses received when looking to establish the perfect balance of timing and effectiveness.  Send too few messages, and you will be forgotten.  Send too many, and you will be cancelled.  It’s all about properly monitoring the platform response and establishing a level of trust with your consumer base.  Mobile metrics are a hot discussion topic in the marketing world, and when you have the ability to properly assess the comfort levels within your client database, you ensure your continued allowance into the “inner circle” of personalised marketing!  

The implementation of mobile marketing is everywhere, and because there are so many consumers utilising the platform, expect the industry to continue to flourish.  Investments have been made diligently, as many companies were hesitant given the recent nature of mobile developments.  However, things are beginning to heat up and it seems that corporations are using the business SMS platform with greater confidence.  In fact, there are few large companies that do not have some element of mobile marketing in their strategy, and we expect to see an incredible increase in the coming months.

If one questions the viability of such a marketing technique, they need only to look around them.  Mobile devices are in the hands of just about every passing individual, which is why finding a way to contact consumers via their device of choice is incredibly important.  Information recently released by Nielson is showing that SMS technology is prevalent in 99% of all mobile devices currently in use.  The quick nature of communication matches the pace of the modern world, giving organisations the ability to interact with clients at a level they are comfortable with. 

Email marketing caused quite a stir, but because many consumers still do not use smart phone technology, emails tend to be sluggish in response times.  Instead, SMS for business contacts is proving efficient and valuable as consumers love the ability to get special offers without needing to search for information.  Getting them to opt-in requires the creation of value, and business SMS strategies cannot flourish without an extensive mobile consumer roster.  These individuals are letting you know that they have a direct interest in your organisation, improving the chances that your marketing budget is being spent wisely.  

When creating an SMS campaign, remember these few tips to ensure that you are getting the most from the technology:

Begin Building Your Mobile Database Immediately!

It is natural to want to create the entire campaign first before adding consumers to your contact list, but in fact, the opposite is true.  Establishing an SMS presence is very important, so implement your gathering strategy right from the start.  Use signage or other elements of your advertising campaign to notify your target market about your creation of a mobile strategy that will ultimately benefit them.  You will want to have a large database for campaign experimentation in the future. 

Make Your Campaign Memorable and Valuable

Why are you looking to create a mobile campaign?  It’s likely that you are looking to establishing lasting relationships with consumers.  Because the market is relatively fresh involving SMS for business communications, you must offer something to consumers to engage them at a personal level.  Coupons, special offerings, or preferred opportunities should do the trick.  The goal here is to induce their subscription to your personalised advertisements, helping your overall conversion rate and the expansion of your brand.

Motivate Your Client Base                                                                           

“Calls to action” can be a huge boost to an organisation’s bottom line when used properly.  Promotional codes, URLs, or short code technology should be implemented to allow customers to make purchases or reservations with a single text response.  The interactions can induce conversions and get your customers to take advantage of “limited time offers”.  Direct them to a website or application that can heighten their experience or improve the offerings.  This will help your campaign span multiple marketing channels and improve the overall visibility of your company.

Mobile marketing is undoubtedly making huge strides in terms of technology and implied ROI.  Because the technology is affordable and the expected reach can span continents, there is no doubt that we will see continued growth in the mobile sector.  Companies continue to utilise the technology as a means of connecting with consumers on a platform that they have deemed fit.  With mobile marketing underway, a company can begin developing future technologies like applications to supplement the entire campaign.

The revelation that more than 65% of all mobile users sleep with their mobile devices within earshot is changing the way mobile marketers view the platform.  To compound this trend, more than 90% of mobile users 18-29 sleep near their mobile phones, which can be an incredibly encouraging statistic for those marketing through bulk text mediums.  However, what does this mean for the “sending” aspect of the mobile marketing strategy? 

Companies must be increasingly aware that because mobile users are near their devices 24 hours a day, they must be sure not to send messages at times when it could disturb the recipient.  We are already noticing trends that involve quick opt-outs from angry consumers that were awoke early on a Saturday morning because of bulk texting messages from companies they had previously signed-up to receive.  This is a dangerous proposition, as once you anger a client-base, things can fall apart quickly.

When consumers opt-in to a company’s mobile marketing strategy, they are letting you know that they are intensely interested in your product or service offerings.  Because they are agreeing to open their personal life up to your value-based advances, an organisation much remain respectful of their needs and keep messages short, not over-SPAM the contact list, and ensure that all messages are sent during normal, waking hours.  Once a consumer is fed up with receiving messages too early in the morning or too late at night, or obviously receiving them every day, they will opt-out and share their experience with everyone else.  The same technologies that have made bulk text marketing so successful could become a campaign’s worst enemy if disgruntled consumers take their grip to the social networking platform.

The establishment of bulk texting as a means of communicating with interested consumers completely changed the dynamic of marketing as a whole.  Consider your feelings when getting interrupted at dinner-time with a telemarketing phone call, and then apply that frustration to a recipient’s ire regarding ill-timed SMS messages.  When you look at each side of the equation, it should better help your organisation understand how and when to send their mobile marketing messages.

Experimentation regarding the style or demeanor of message construction is imperative, but when you are looking to determine which times are suitable for consumer contact, remember that the windows for experimentation are MUCH smaller.  Keep your outgoing messages within business hours.  This allows them to contact you on their own terms if they are interested in your short code offering. 

Geo-location technology can be used to contact your client base when they are in the area during non-business hours, but this should be used sparingly.  Offering them a coupon while they are at a local shopping park can be very intriguing, but if the hours are incredibly late, you may want to hold off.  Remember that adjusting your campaign to the needs of your clients is priority number one, and because their happiness will ultimately help them decide whether or not they are going to patronise your business, be sure that you are doing everything possible to facilitate it.

Ill-timed messages can disrupt the flow of a mobile campaign before it every truly gets started.  The opportunities are endless when you have thousands of interested consumers at your disposal.  However, be sure that you maintain that relationship properly, otherwise you may find your organisation to be the focal point of consumer ire all across the social networking platform!