Mobile: Upwardly Mobile
Just because people are on a mobile device doesn't mean they need less information or an over-simplified experience. The challenge is to create a rich experience that can be appreciated within a very small frame.
Text with Care
Texting is twice as popular as browsing or apps among mobile consumers. SMS and multimedia message (MMS) marketing also represent a selective—and therefore cost-effective—opportunity. But you must keep certain things in mind before launching an outbound SMS campaign.
First, a phone number is more intimate—and more expensive—than an email address, which means you have greater opportunity to make customers unhappy by contacting their phones. Second, you must have opt-in consent to send a text message to a phone—and an opt-in approach is much more positive for your brand.
The Mobile Marketing Association has clear standards for marketers who want to send text messages:
✔ You must get consent with an explicit opt-in—just as you do for email.
✔ That permission is tied to a specific marketing program unless you make it clear that future texts may also be sent as a result of opting in.
✔ You must make it easy to unsubscribe at any time as part of the message—for example, by including copy such as "text STOP to XXXXX to unsubscribe."
It may make sense for certain businesses and brands to get a more general opt-in from their biggest enthusiasts. A text inviting enthusiasts to a special event in their area would probably qualify. However, a daily text might turn into an annoyance.
Don't limit yourself to text messages alone in an SMS/MMS campaign. You can offer a much deeper brand experience by linking from your text message to a mobile landing page or a microsite with mobile-optimized video.
You can also use text messaging for inbound marketing with short codes. One of our clients promoted a complex product offering by enhancing traditional media (print, radio and direct mail) with a short code call-to-action. The campaign generated 6 percent more incremental leads as a direct result of the SMS call to action. Plus, between 46 percent and 67 percent of SMS responders re-engaged with additional text messages. Although consumers could also respond via 800 number or online, SMS generated the highest level of engagement for the campaign.