The future of mobile marketing is very bright and the facts tell it all.
For instance,according to CTIA Wireless Association 250 million Americans carry mobile phones- a whopping 80% of the population. While the global advertising market will be over $16 billion in 2012.
And that’s not all…
An estimated 10 trillion text messages are expected to be sent by 2013.
Many savvy marketers are turning to SMS as a marketing tool. Unfortunately for most of them, they are getting it all wrong.
Here are the best practices that you can put to use today….
1. Marketing and promotional materials need to indicate if the service is a subscription or a one-time campaign.
2. If it is a subscription, terms and conditions of the program must be disclosed.
3. Indicate pricing information clearly of any paid program.
4. All marketing and promotional materials must clearly display opt-out information.
5. Do not promote services as ‘free’ when ultimately the subscriber will pay to participate in the program.
6. Always respect the subscriber privacy. And you must employ clear opt in procedures with subscribers fully aware of what they expect to receive and the frequency.
7. As a rule of thumb avoid sending unsolicited messages. They will ultimately erode the brand you are trying to build. Ensuring the customers want to receive the message is vital and will save you money.
8. For applications that require payment, create double opt in procedures. One for free marketing messages and one for paid participation.
9. Avoid documents that have big files. It may annoy subscribers and besides the mobile devices are different in capabilities.
10. Use a language that subscribers are used to. Avoid slang or words that are not commonly used.
With 57% of young Americans of the view that mobile devices are an absolute must have, mobile marketing looks like the way of the future. Even Google Chief executive Eric Schmidt acknowledged that mobile advertising is poised to be the next ‘huge revolution.
Cheers,
Mary Wilhite
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