Mobile Marketing that Makes Sense!

Getting Started in Bulk Text Messaging

In an article on ClickZ called Getting Started in Mobile Marketing, Laura Marriott reviews Kristen Fox’s recommendations for beginning a text messaging marketing campaign. In her recommendations, Kristen begins by recommending you evaluate your goals, and target market. Once goals and objectives have been determined, she recommends you determine the creative approach and marketing message before you apply the mobile marketing platform to the campaign.

For the most part I agree, because it is always easier to develop something new, creative and catchy when there are no pragmatic limitations. Unfortunately it seems that as the time limits, funding and manpower decrease, so does the creative latitude, and the message must be considered with the delivery platform.

I do find it very encouraging that Kristen reports a positive brand response and attributes it to using a message and approach that are familiar to consumers. I agree that initiating a mobile marketing campaign that doesn?t require users to learn new technology and terminology is a great way to build a brand, and open doors for more sophisticated mobile marketing campaigns down the road.

Kristen?s comments on short code ownership are also well received. The ability to build a brand with a short code that they have exclusive rights to will be a very powerful tool for creating long term relationships with customers. If you are considering a text messaging marketing campaign, the MMA published a great Guide to SMS Marketing, as well as a shorter Short Code Primer. Text Alert also has a good set of tips and tricks for Bulk SMS Marketing.

Another article by Laura Marriott, called Marketing through Common Short Codes gives some great examples of successful SMS marketing campaigns.
Laura sums up the Getting Started in Mobile Marketing article with a great synopsis of why I find mobile marketing so intriguing:

“Mobile is a reflection of who we are, and handset churn allows a 24-month renewable self-image cycle. Mobile will become the new remote control for our lives.”

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