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!