The immediate nature of mobile marketing strategies simply cannot be denied. Even today, with new digital mediums entering the marketing fray, the simplicity and effectiveness of mobile advertising continues to shine through. Consumers are always armed with their mobiles, and when one considers that the average text message is read within 4 minutes of receipt, it’s apparent that the SMS platform has incredible staying power. However, certain elements of your campaign may be hurting your company’s branding efforts, which is why it is incredibly important that those marketing to mobile devices pay close attention to the manner in which they are going about it!
Are You Expected?
Every time you use SMS to reach out to consumers, be sure that your correspondence is expected. Having the recipient’s consent is the key when properly maintaining the personal level of interaction provided by the medium. The ACMA Spam Act has placed strict guidelines on the digital marketing messages that companies can send to their customers. A brief checklist can keep you SPAM compliant and allow you to properly maintain your mobile marketing campaign.
(1) Are the contact numbers of your SMS recipients current or outdated?
(2) Do the messages clearly outline who your organisation is and how they can contact you?
(3) Are the members of your campaign VOLUNTARILY participating?
(4) Do you have documentation of the opt-ins from every contact you send to?
Every one of these points should be answered with a resounding YES. Any deviation from this checklist can land your organisation in hot water with government officials or create consumer backlash, which can significantly damage your brand.
Even with so many benefits, marketing to mobile devices requires a comprehensive understanding of how opt-out notifications and proper corporate identification can keep you SPAM compliant.
We understand your plight…
There are only 160 characters in each release, making it difficult to include all of the required opt-out messages while leaving enough room for the advertisement information! This just means that we have to get creative when using the medium as an advertising methodology. DO NOT ignore the SPAM legislation, lest you find yourself subject to fines or consumer ire.
Don’t let all of this negativity deter you, however. SMS marketing remains the most direct means of consumer interaction in the industry to date. One way to remain in the good graces of government legislation is to heed a couple of simple rules:
· Always clearly identify your company in each message sent
· Include a clear, concise, and easy to use opt-out utility in every SMS you deliver
By observing these two rules diligently, you can enjoy the benefits of mobile marketing without any of the consumer backlash or government penalties!