6 Tips for Getting Mobile Marketing Right
4. Customer data generated by the mobile marketing program or application needs to be integrated into customers' digital profiles, noted Ricci. Marketers need to be able to look at all activity across each customer's life cycle in order to make the appropriate decisions for targeting and service.
5. Develop nondiscount offers for the mobile channel to build stronger loyalty and value perceptions with customers. Coupons currently are popular motivational levers in mobile programs, Ricci stated, but they are not a good long-term strategy for a brand.
6. Keep the sign-up process for mobile marketing programs very simple, such as just collecting the registrant's mobile number and e-mail address, said Ricci. Follow up later via the e-mail address to gather additional insights that help you target communications further. Keep in mind that the mobile numbers you collect expire more quickly than other types of contact data, he added, so you should plan not to use this data after a certain window of time. The longer mobile numbers stay on file without their owners verifying continued interest in mobile communications from you, he explained, the more likely your mobile messages will encourage spam complaints to the carriers and program opt-outs.
Wall added that your legal department most certainly will provide guidance on how to structure data collection efforts.