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(1)    Are the contact numbers of your SMS recipients current or outdated?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!

 

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!