Cover Story: How Mobile Is Your Marketing?
Mobile analytics and the lack of quality data and integration with existing CRM systems are some of the obstacles our experts see holding mobile back.
"Mobile has been missing the same kind of analytic rigor that brands have applied to their [Internet], email, search, social and display programs," explains Ricci. "Today, marketers are demanding to know what the ROI is for their mobile efforts, and ... that's a question that mobile enablement partners aren't capable of beginning to address."
Some companies use this data deficit to frame their mobile marketing strategies. For example, Wittier says The Hacker Group's clients, "are only interested in mobile activities that can be tracked through to incremental sales ... using mobile, for example, to generate calls and to generate leads that can be remarketed to and potentially even sent to other channels."
3. Which of these is acceptable permission to communicate via SMS?
Answer: d. Opt-in and Opt-out
"One hundred percent of SMS communications from brands must be opt-in. Period," says Harber. "It's also a requirement to make it clear to users how to opt-out."
"The mobile phone is more intimate than any other marketing medium," says Wittier. "Consumers will have no tolerance for misuse or abuse of permissions." He also points our that, legally, there could be punitive measures as well. "Assume that if you abuse it, you could face both Do-Not-Call and CAN SPAM ramifications."
Ricci agrees, and strongly suggests companies abide by the standards of the Mobile Marketing Association (MMA). He further says, "The opt-in needs to occur on the handset itself, and it must be specific to the brand that the consumers believe they are granting permission to. The fact that a mobile number may exist on an enterprise's CRM system does not mean the brand has permission to begin marketing to that consumer."