Adverblog: Thoughts on outdoor advertising and SMS- Mobile Marketing & SPAM

Friday, July 01, 2005

Adverblog: Thoughts on outdoor advertising and SMS

This is a great piece discussing the importance of understanding your purpose and then chosing the right medium and/or a multi-modal communications strategy.

Troy

June 28, 2005

Thoughts on outdoor advertising and SMS

Integrate and innovate, this is the lesson Kinetic Worldwide is trying to teach its clients, educating them to the benefits of including mobile shortcodes on outdoor advertising. New Media Age (sub. req.) reports the company believes starting a mobile relationship via SMS is even more important than driving traffic online by adding an URL on billboards.

I absolutely believe shortcodes are an extremely attractive way to communicate with mobile users while they are waiting for something (a bus, a plane, a train) or for someone (in a square, in a pub, in a movie theatre). But we need to keep in mind why we want to start a relationship with a prospect. If it's just to entertain him (and so work on branding), than mobile phones can do an excellent job, but if we want to deliver information and therefore drive purchase intent, than Internet communications could be far more effective. Furthermore we need to consider shortcodes can be rather expensive to implement or if we choose the reverse billing model (premium SMS), we have to clearly state the costs the user is going to sustain.

Of course, when the mass of users will embrace the mobile Internet, this discussion will become obsolete, and we will probably see URLs on every piece of advertising. Everywhere.

What do you think?

Tag = mobile marketing.

3 Comments:

Gil [VerticalTraffic] said...

Mobile marketing can drive a purchase that is done directly through the mobile. In this case, the web does not play important role. Short code that aims to sell you a ring tone or to play the mobile slot machine can work well, theoretically. A new campaigns planed by Spin3 licensees [for next year] can prove a lot. Let’s wait and see.

12:00 PM

Cal said...

Regarding the question of costs associated with setting up shortcodes...are you assuming it's expensive or can you tell me about what it costs to get a shortcode and a keyword set up. Thanks

12:13 AM

Troy Norcross said...

Cal,

Setting up a dedicated short code is an expensive proposition in the US or the UK. Currently you can expect to spend £150/MNO/month (£750/month for 5 OpCos) for a short code. In the US the cost is either $500 or $1000 per month (vanity short codes are $1000)

In addition to that you need to pay an aggregator to operate the short code and that can vary in cost but you can estimate that it doubles the short code rental.

Key words are not currently available in the US - only in the UK. Key words can be rented for as little as £30/month - so that's not a significant cost barrier.

The underlying "cost" factor in the article by Martina Zavagno from Adverblog is likely that it's a per message cost that is far greater than any cost from e-mail marketing.

Troy

8:32 AM

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

About Me

Name: Troy Norcross

Location: London, United Kingdom

I believe very strongly that consumers have a right to privacy. Just because it is getting harder to reach consumers doesn't mean that marketers should be (or need be) more devious or more forceful in their attempts to reach us. In fact, quite the opposite. Many of us are happy to be contacted with relevant, timely, meaningful offers. But it's going to be on our terms. No longer victims of aggressive marketing, we want to participate in the process with trusted brands and partners. Come and hang out with me here on Consumer Preference and learn how as a consumer you can have more control than you thought - and, if you're a marketer, how you can reach people in an effective and respectful way. You can reach me at the email link below.

Mobile Marketing & SPAM

Friday, July 01, 2005