Heartland Mobile Council
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07:07:44 pm on August 12, 2009 |
As mobile technology becomes mainstream, we at The Heartland Mobile Council see more and more consumers utilizing their mobile device for a lot more than just sending a text message or making phone calls. People are reading emails, watching videos, updating their Facebook or Twitter status, using search engines to gather information, playing games and lots more.
Mobile markeitng is very similar to online marketing. The mobile device can be used for transactions or service alerts…such as weather updates, bank account updates, or a simple order confirmation. SMS (short message service), shortcodes, and direct mail are other examples of mobile marketing through direct response.
We continue to see case studies of marketers shifting their dollars to connect with consumers or prospects on the mobile platform. Here in Chicago…I recently passed a billboard with Kayne West on it asking for people to text a shortcode to get more information and where to buy his new CD. Another example is when I was recently traveling to Texas, my airline sent me a text message saying that my flight was delayed and provided me with a new gate number. These are just a few examples of companies communicating with me via my mobile device.
The talk of the town in the mobile space is privacy. If you are going to communicate with your consumers, you better make sure that you have their permission and that they have opted-in to receive messages from you. You can seriously tarnish your brand by sending out messages to people on the mobile device that are irrelevant and without their consent. Steve Ballmer, CEO of Microsoft said it best. ”We use three screens every day…our television, computer, and mobile device. Our mobile device is the only one that we carry with us at all times.” Our mobile phone is very personal…heck some of you won’t even share it with your signifcant other. If consumers sign up to recieve alerts on their mobile device…it means that they are very interested and engaged. Use this to your advantage!
Here are just a few helpful tips to get you started with mobile:
- Make mobile a bigger part of your campaign…mobile alone will not work
- Start asking your consumers who are already engaged with your brand for permission to market to them via their mobile device
- Create a mobile optimized version of your website (WAP)
- Make it viral
- Have clear opt-out instructions
- Be relevant
- Put some thought into your message (160 characters)
- Set a strategy and expectations
Dirk R. Rients – HMC Founding Member
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