How to run successful mobile marketing campaigns

Successful mobile marketing need not be complex, it just requires a bit of thought.

Here’s a few pointers…

Do

Think about interactivity and engagement rather than one way communication. Aim to create experiences and applications that people will find useful. One of the reasons applications are successful is they do something, rather than say something. This can be a different way of thinking for traditional marketers.

Don’t

Spam your customers. Think about what your customers would like, think carefully about the experiences that are relevant to them and will add value. Then target specifically rather than blanket message your whole database, quality is much better than quantity.

Do

Use timing to your advantage. Think carefully about the time of the year, the time of day, what is your audience doing now and what you are offering? If you want to drive a young audience to a night club then sending a message on a Friday is likely to achieve better results than a Monday.

Don’t

Believe that SMS is yesterday’s technology. Simple SMS campaigns are used very creatively to generate huge response. Research has shown that over 70% of people say SMS is the most important feature on their phone and SMS will account for 83% of all messaging revenues until 2013. You can’t ignore the fact that large forward thinking brands such as Kelloggs, Walkers, Heineken, Maltesers all use SMS in their campaigns.

Do

Think about response messaging rather than just one way messaging. For example by all car manufacturers offer consumers the change to receive a brochure just by texting a relevant word to a 5 digit shortcode. Not only does this provide a communication channel for viewers of the advert but the manufacturers collect valuable data. They can also measure the success of the adverts using the same data.

Don’t

Think of mobile in isolation. Today’s consumers interact with brands at multiple touchpoints. The most successful campaigns are integrated with other complimentary channels such as web, TV, radio, and press. Think about where consumers will view your message and what mechanism they are most likely to use to interact the brand, and ultimately, what you’ll do with the data you collect.

Do

Always always offer your mobile audience a way of opting out of receiving messages, such as sending the word “stop” to a shortcode or providing a customer services number. Not only will you avoid any complaints but you’ll ensure you database contains only those consumers who are interested in your product or service.