This is the second entry of a two-part series examining the four key elements of mobile marketing needed to successfully execute a mobile marketing campaign.
In my previous entry I discussed two extremely important elements deserving consideration in order to achieve successful mobile marketing campaigns. Specifically, that customers are the ones who pay and things to think about when building the opt-in process. There are two additional elements that also warrant attention to ensure the consumer experience is smooth and engaging.But the other part is understanding that the medium is still the message. In this case, it means your message is a serial, two-way conversation in 160-character bites. While some may consider it limiting or prohibitive, there are plenty of benefits to having 160-characters per message. It’s immediate. It’s brief. It carries its own urgency. How you craft the messaging to lead your customers to the desired outcome is vital. You must consider how to make a conversation with a machine feel engaging and natural.
Making Investments Pays Off
What’s the best way to make your investment in mobile pay off? That could probably be the topic for another post (or three), but a couple of quick suggestions are worth noting. First, make sure your target has an affinity with your brand or product. This is the reason you’ve seen mobile take off in the sports and entertainment realms so quickly. If they don’t have an affinity with your brand or the product brand, consider partnerships you can leverage. The inability to form that affinity with brand, product or partner endangers good opt-in results.
Second is to use the data to your best advantage. One goal you should have when crafting your campaign is to get much smarter about your customers. Don’t just ask questions, though, find fun ways to get insight to customer preferences and demographics.
Happy texting.
