The New Face of Marketing:
Powerful Mobile Marketing system revealed.
Marketing has taken on yet another new face – mobile – and according to Morgan Stanley, Mobile Marketing is the fastest growing industry in the history of the Internet.
It’s really no surprise. Today, consumers are becoming more dependent on, and active with, their mobile phones. In fact, 96% of adults own cell phones – 37% of which are smart phones. With statistics like that, it’s only natural that businesses key in on the mobile marketing revolution that’s sweeping the Internet.
Mobile Marketing – by definition – is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
To break it down into something easier to understand, Mobile Marketing brings your products or services to your customers or clients in a much faster way than traditional marketing methods. Even simpler yet: mobile marketing is any form of marketing that involves using a mobile phone to participate. It may take on the form of a text message promotion, email, social media outlets or even face-to-face interactions – all with one goal in mind: engaging the customer to take some type of action.
Mobile Marketing Best Practices
Strong privacy guidelines are the foundation of mobile marketing best practices. It is important that advertisers, aggregators, application providers, carriers, and content providers follow the industry code of conduct in order to enable Mobile Marketing to reach its fullest potential. According to Francisco L. Elcano, senior Mobile Marketing Advisor at INETCELRK LLC, businesses embracing mobile marketing should consider some best practices that most successful marketers follow:
- Define your strategy
Like any component of the marketing mix, it’s important for mobile marketing to play a strategic role linked to clear objectives. Do you want to increase brand awareness, engagement with your brand, drive indirect or direct sales, provide customer support, or increase customer loyalty? Advances in mobile technology offer wonderful one-to-one communications and can help address many business problems. Tactics will vary depending on your strategy. Be aware that broader, more robust strategies require more integration with your current technologies, such as databases, web integration, e-commerce integration, and CRM integration.
- Don’t forget the basics –- targeted and valuable
Mobile marketing is most effective when content is targeted and relevant to the user. Don’t over-communicate. Marketers should limit messages to those requested by the user and collect only the data they need. The responses and information you collect should be employed to target users more precisely and create more relevant content.
- Learn the boundaries
Understand the limitations of various mobile devices, and the penetration and adoption of technologies that enable communications.
- Treat it as a unique medium
Mobile users engage with and consume content differently than with other mediums. Mobile content is micro content —– consumed in small pieces. Users won’t navigate through seven levels to get to the content they want and need.
- Provide notice
Ensure users can easily find and understand the terms and conditions of a marketing program.
- Give users a choice
Ask for and obtain consent via opt-in for all messaging programs. This can be done via SMS, MMS, IVR, web registration, or WAP form, among others. An easy way to opt out also must be included on all messages. Special considerations of notice and consent need to be given when opting in users to multiple messaging programs at once. And don’t forget to use a double opt-in if the user will be accessing premium content.
- Keep it secure
Mobile marketers must implement reasonable procedures to protect user information. Controls must be in place to prevent unauthorized use, alteration, disclosure, distribution, or access to data. Marketers are also expected to evaluate and enforce practices periodically to ensure compliance with the industry’s code of conduct.
- Seek the advice of legal counsel
Your attorneys are there to help guide you through the laws, policies, and rulings associated with mobile marketing. Seeking their advice can help you avoid a lot of headaches down the road.
Mobile devices have the potential to drive a fundamental shift in business growth through their unique capabilities and the fact that they’re personal, powerful and portable.
But before jumping into Mobile Marketing endeavors, it may be helpful to consider some basic questions:
- Why do we want to use Mobile Marketing?
- How can mobile marketing improve our business?
- How will mobile marketing be incorporated into our overall customer experience?
- When does it make sense to include mobile marketing as an additional channel in the marketing mix?
Accepted guidelines to follow:
- Fit mobile marketing initiatives to the overall brand marketing objectives and set specific objectives for the mobile initiatives themselves.
- Integrate the mobile call-to-action across the marketing mix to complement marketing efforts.
- Give the consumers something valuable in return for their participation.
- Design the campaign to maximize brand interaction, immersion, and utilization.
- Keep it simple! Think about the ease of use and usability of your offers and promotions. The goal is to enhance the customer perception of the brand, not to hurt it.
- When applicable, leverage the wide reach of SMS. It is built into virtually all handsets sold over the past few years.
- Educate and prepare your customer-facing employees. Get their buy-in that the brand is doing something cool and progressive.
Before you jump in, think about your strategy. What will be considered success? If building a database of opt-ins is your target, reaching five percent of your full CRM database in the first nine to 12 months is a worthy goal.
- Allocate budget.
Brands and agencies that invested at least 2.5 percent of the budget in mobile marketing show better results overall.
- Identify relevant tactics.
Then integrate mobile as a channel in the mix and infuse other media channels with the mobile call to action for increased interactivity.
- Get help with your short code.
Obtaining your own short code is a long and complicated process, but there are experts that can help. Use a short code on a service provider or get a service provider to work with the aggregators on obtaining carrier certification and provisioning according to your planned campaigns and needs. Since every new service requires a new certification, make sure you cover as many services as possible before submitting the campaign for approval, to avoid having to go through the certification process again.
- Get help with campaign-building.
Your service provider can help you determine what data to collect and how it will integrate with your existing CRM data.
- Then test some more.
Try it with as many devices as possible to avoid glitches and frustrated consumers. And train the customer-facing personnel.
- Provide customer support.
You’ll need to provide a toll-free phone number, e-mail address, and a URL for terms and conditions when applying for short code provisioning.
With everything in place, you’re ready to tap the vast potential of mobile marketing. Good Luck!
Get the right tools
Businesses and professionals feel overwhelmed by the intricacies of this new marketing paradigm. However that does not need to be the case. Nowadays there are systems and service providers that make the power of mobile marketing easily accessible and usable. In INETCLERK LLC we have been using an amazing and affordable system for the last year and a half. It is not a secret and I can share with you our mobile marketing system.
If you want to know more about it just click here: http://www.inetclerk.com/mobile-marketing-system
All the best mobile-marketing!