One of the biggest challenges in marketing today involves the avoidance of SPAM techniques that can cloud your overall advertising voice. As consumers use their mobile devices to make purchasing decisions, there is a bombardment occurring that can make it tough to stand apart from the crowd. However, by understanding the evolution of the technology, and of course consumer trends, an organisation can ensure that they do not fall into line with all other companies that have taken to the digital platform, but instead, use information to their advantage, creating a unique marketing message and driving traffic in all of the right ways! Through SMS messages and short codes, any marketer can take advantage of the reliance upon our digital minds – namely, our mobile devices.
There are several ways to properly avoid the chaotic approach that many take with digital advertisements. After all, we’re crafting a message and looking to develop relationships…not taking a “shock and awe” approach…
Take Advantage of the Platform’s Qualities
Internet marketing strategies are often misapplied to the mobile realm. Consider that websites are very “static” in nature, and that look to “talk at” their visitors, not talk with them. This means that taking the same approach to your mobile campaign that you take with your internet campaign will essentially give you two websites – in this case, that won’t be very helpful.
Instead, look to interact with your target markets. Give them the connections that they crave by offering up great information, looking to include them in industry decisions and trends, and of course, offer them expert analysis on the subjects that they care about. The channel should be simple to access, which is why SMS short codes have emerged to provide a simple gateway into the mind of an organisation.
The mobile marketplace will shift about as often as human interests, which can mean that you’ll always need to be on your toes. People move quickly, and because there are always “places to go and people to see”, generating interest in your product and then maintaining that interest is the key component to successfully implementing mobile marketing. You want your target market to feel that they are interacting with your brand. Posting short codes and then using the conversations that ensue to make your organisation interesting to consumers
Taking Advantage of Connectivity and Context
Context is very important in today’s marketplace, and because speed is of the essence, you must be sure that you are making all of the necessary modifications to your campaign. Posting SMS short codes and creating interesting content are only half the battle. Your advertising voice is no longer enough. You must now be sure that contextually, your organisation is using the immediate nature of the technology to the fullest.
Understand that “Things Have Changed”!
Things in the marketing industry are not as they used to be. A single voice is not what consumers are going to relate to. Instead, a successful campaign consists of a universal concept that is applied to varying degrees to all of the different platforms. Digital marketing is about engagement, but certain nuances will shift the “way” that the messages are delivered and received in each area.
Remember: Fair Trade
One careful trap to avoid when crafting your mobile marketing message is assuming that because consumers have opted-in, you now have free reign. Instead, remember that an opt-in is just the beginning, and now your organisation must deliver on that potential. Creating value is a simple endeavor, but you must accurately gauge your target market and take note of how varying elements are received. Reward your customers for their involvement in your mobile campaign – neglect this point, and they won’t be mobile customers for very long!
There are several different elements that must be considered in order to capture and maintain the attention of a wide target audience. By keeping these tips in mind, and always crafting your various releases to meet these ends, you’ll be able to weave an informative tale of company expertise and product offerings that ensure that word will quickly spread about the benefits and unique nature of your mobile SMS campaign.