New Rules of Mobile Marketing, The Abridged 2008 Version
April 29, 2008
Irvine, CA - March 18th, 2008 - Mobile Marketing in the US is changing. So is the economy. But what hasn't changed is the fact that marketers and businesses need to build stronger relationships to sustain growth in challenging times... just like these.
Last year, we released a short list of mobile marketing sins, for brands, businesses and retailers wanting to tap into the full potential of this marketing medium. Now, as mobile marketing continues to rapidly evolve in the US, we've released an updated 2008 version; "rules of mobile marketing - how to building mobile into a marketing plan in the post mass-media environment". Here's an excerpt;
Brand Love
Engagement is so 2007. How about some brand love instead? Mobile is the most personal of communication channels available today, so it's time to get up close and personal with your clients. Ask for permission first, then develop an intimate relationship via mobile and watch the business flourish. And their love for your brand.
Think Beyond the Text
Mobile devices are always on, always connected and so should you be - with your customer and their needs, and preferences. While SMS is the most recognized format of marketing via mobile, think beyond the traditional "BUY2DAY" message. Think content downloads, product alerts, surveys and loyalty messages - all designed to provide value and compelling content to your customers, while building a trusted relationship.
Dial "M"
For mCoupons. Can you think of a more effective and immediate way to drive traffic to your website or store than delivering targeted coupons right into the palm of your customer's hand? We can't either. No downloading or snipping bits of paper. Hurrah!! You read it here first... "mCoupons are about to explode!"
Go Forth and Integrate
Marketers must provide customers with content and services that fit their lifestyle and improve their lives. That is a fact. So how do you achieve that? By ensuring your communications are integrated across all media channels - including mobile. As consumers shift their responsiveness from mass-media to personalized messages, don't leave mobile marketing on your "to-do" list. Go forth and integrate - now!
Play Nicely
Listen to what your mother said. Be nice. Don't abuse the mobile phone. It has become a high-ranking highly-personal possession. It is one of the three things people do not leave home without - the other two being keys and wallet. Call it sacrosanct. Spam and unwanted calls have no place on mobile phones. Opt-in, or permission-based marketing is the only way forward for mobile marketing, with FTC regulations firmly in place to weed out any maverick mobile marketers out there.
Be Responsible - Socially
While we run the risk of feeling a little "greened-out" by so many businesses jumping on the eco-wagon, being socially responsible with your marketing efforts does make a difference, to customers and the environment, of course. There are many ingenious and effective ways, like these;
- Turn a direct-mail coupon into an mCoupon (we told you!)
- Turn your invoices and billing statements into digitial format (you'll also be saving a lot of time)
- Turn your print publication into an eMagazine
Rise to the Challenge
Of a weakening economy. We won't use the "R" word here, but with forecasters predicting a gloomy rest of year, the challenge for marketers is to stay on the radar of their customers, and remain relevant in their lives. As with any marketing approach, sending inappropriate, irrelevant or poorly targeted content buys you ample space in the deleted messages pile. Make no mistake about it - SMS marketing works exactly the same way. 64% of consumers find mobile ads irritating if they aren't delivering valuable or relevant content. Show you care; give your customers what they need in these troubled times, and they'll be with you forever.
Still unsure about mobile marketing?
- 85% of US households are mobile
- US mobile subscribers who received an SMS ad grew 27%, during May '07 to Jan '08
- 18.5 billion text messages are sent every month, growing 250% each year, for the past years
- In 2008, it is expected that cellphone spending will surpass landline phone sales
About SmartReplySmartReply - Creating Environments for Respectful and Engaging CommunicationsSmartReply provides innovative voice and mobile messaging solutions to a wide range of companies across the US and Canada. Founded in 2001, the company leverages its culture of innovation and breakthrough messaging strategies to help its clients optimize brand affinity. SmartReply offers companies a powerful combination of voice and mobile communication channels and, to date, has delivered well over ONE BILLION targeted phone calls and text messages.
More information for partners and clients can be found at
www.SmartReply.com or by calling (800)-785-6769.
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