With US mobile ad spending projected to exceed $1B by year-end it is no surprise that nearly 90% of client-side marketers plan to utilize mobile marketing in 2011.6 Here’s a quick mobile marketing primer on what you need to know before jumping in.
What is Mobile Marketing?
Mobile Marketing offers the unique opportunity for marketers to communicate with consumers via a mobile phone or device. Communication can be anything from a simple 160 character text message alerting them to breaking news (mobile alert), the latest discount (mobile coupon) or allowing them to visit a mobile website.
Mobile Marketing campaigns offer a few benefits over traditional marketing campaigns.
- Longevity: As long as a consumer agrees to participate in a mobile campaign marketers can continue to remarket to them. You have an interested, captive audience that wants to hear from you.
- Trackable: Mobile Marketing campaigns offer real-time reporting ensuring you know the ROI.
- Affordable: Typically mobile marketing campaigns are a more cost effective solution compared to traditional media.
- Low barriers to entry: With the mass adoption of wireless technology in the US, virtually everyone has the technology and know-how to participate in a campaign.
Mobile Marketing also works as a companion to traditional media. Traditional and social media drive awareness of mobile campaigns. Mobile Marketing in turn helps breathe life into print and outdoor media by allowing interested consumers to learn more by participating in a mobile campaign.
Mobile Marketing Examples
Mobile Marketing Best Practices
Regulations and best practices for Mobile Messaging are governed by the Mobile Marketing Association, which publishes a Code of Conduct and a Best Practices Guide for use by those involved in mobile messaging activities. Here are just a few quick guidelines to be aware of before launching a campaign.
- No unsolicited messages should ever be sent to users.
- Selling mobile opt-in lists is prohibited.
- No adult, tobacco or alcohol-related content is allowed.
- Advertising to children? View the MMA best practices guide for additional information.
Mobile Marketing Key Terms
- Opt-In: Mobile phone users must actively enter into a mobile marketing campaign to join. Marketers can’t buy a list of mobile numbers or send unsolicited messages. Marketers use traditional media (online, print, TV/Radio, and outdoor) and social media to inform people about a mobile campaign. The opt-in messaging can be an extension of an existing campaigns or a campaign dedicated to promoting the mobile offering. The goal is to get people to opt-in to the mobile marketing campaign so you can remarket to them.
- Keyword: All mobile messaging campaigns require the mobile phone user to enter a unique word to participate in the campaign.
- Short Code: A unique five digit number (ex. 95613) a user will type in to join a mobile messaging campaign. This would be just like texting a friend’s mobile phone number to connect with them.
