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Friday, March 03, 2006

Three Steps for Mobile Marketing


iMedia Connection: Three Steps for Mobile Marketing

Well - the title is a little misleading. The reality is that the article is about 3 trends in mobile that are making mobile marketing more appealing to advertisers.

Rich Media - Multimedia Messaging (MMS)
Using CRM for Mobile - Mobile CRM
Contextual Advertising - Mobile Banner Ads

These are all nice trends - but they aren't really steps to having mobile marketing take off. Here are my 3 steps for mobile marketing:

Step 1 - Mobile Call to Action (MCA)

The one step that is absolutely required to have mobile take off is an MCA - a Mobile Call to Action. Until marketers are willing to commit a portion of their creative to include an MCA - consumers will never know that there is rich content available to them on their mobile device.

And for those who think that Step 1 is "Buy a list" - be prepared to have your brand and your campaign labeled as SPAM. Even if you can prove to the consumer that you have their permission - you may not have their preference. SPAM isn't just bulk messages delivered indiscriminately - SPAM is the label given to any message that shows up on the consumer's phone that isn't TRVR - Timely Relevant Valuable and Requested.

Step 2 - Make it timely and relevant

In this case using CRM for mobile - as pointed out in the article - can ensure that your campaigns are both timely and relevant. Make the extra investment to understand your customer and where possible, make sure that you know that it's a good time to send the message. You can incorporate proximity and location into the plan and/or you can offer the consumer more control over when, how and how often they receive communication from you.

Step 3 - Deliver Value

Mobile is not channel suited for broadcast marketing. When someone gets a message on their mobile phone it better have some value. And in today's mobile world you can add value in any number of ways. Send your consumer a new ringtone or screen saver or game, send them a coupon for discount in your shop, send them their latest horoscope or sports score. Deliver value!

Rich Media, Mobile CRM and Mobile Banner Ads are all elements of communicating with your consumer on their mobile device, but if you want success in mobile marketing - Start with an MCA, be courteous when you communicate and do more than advertise - deliver value!

posted by Troy Norcross at 5:42 PM  

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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

 

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