Best Practices for Mobile Marketing Campaigns
I've got to admit: I've been thinking a lot recently about mobile web sites, cell phone text messaging, keywords, and other types of mobile marketing. CollegeRecruiter.com has been helping clients reach college students, recent graduates, and alumni through mobile marketing campaigns for several years now and we continue to see more and more interest from more and more clients. And as we accumulate more and more experience, we're starting to see some best practices develop.
Valista recommends the following for getting the most value out of each mobile campaign:
- Keep subscription terms and conditions simple. It is important whether you're promoting a product, service, or employment opportunity that the recipient of your message easily and clearly understand the terms and conditions of your offer. Make it complex and fewer will be interested.
- Bundle only similar or related products. It is great to bundle a package offering a movie ticket with a ringtone associated with the same movie but don't bundle an offer for a movie with a ringtone that has nothing to do with that movie. Similarly, if you want to promote something related to music then giving away from iTunes downloads makes a lot of sense. But few would associate iTunes downloads with employment opportunities so keep those two apart.
- Limit bundled items to three. As described in the previous bullet, bundling similar products, services, or other opportunities together can be attractive but if experience is showing that bundling more than three items together inevitably reduces the attractiveness by driving up the price and/or complexity of the offer.
- Sell across multiple channels. Did you have success reaching your desired target with an email campaign? Hit the same target with a cell phone text messaging campaign. If people respond well to you with one form of media then they will likely respond well to you with others. Those who don't respond well to one form of media are unlikely to respond well simply because you've changed your media. The problem isn't the media. It is the lack of interest by your target market.
- Provide Value For Money. Just because you're communicating through a mobile marketing campaign does not relieve your obligation to deliver exceptional value to your target market. They won't pay more for your stuff or work for less money just because you contacted them via a cell phone text messaging (sms) campaign.
- Make loyalty programs relevant. Is there anything more annoying than signing up for a company's rewards program and then finding out that it is structured in such a way that you'll never earn any rewards?
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