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Mobile Marketing Etiquette: How to Mind your (Mobile) Manners and Respect SMS Opt-ins

As the use of mobile marketing becoming more common, businesses are more prone to misusing the technology. Avoid being likened to a telemarketer by following simple mobile etiquette...

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Contributed by Sam Chambers of BEC Agency

No one likes telemarketers – no one.

Luckily, they are becoming less of an issue in this day and age. However, an equally formidable force has risen to take its place – mobile marketing. Don’t get me wrong, when used properly, mobile marketing can be a welcomed and convenient platform for deals and sales.

The number of smartphones in use worldwide has now broken the 1 billion mark, according to Strategy Analytics. As smartphone market penetration continues to rise, the mobile will continue to present a viable platform for small businesses to reach current and potential customers.

Studies indicate that 7.8 trillion SMS trillion messages were sent in 2011. SMS traffic was expected to reach 9.6 trillion in 2012 and by 2013 worldwide SMS revenue is forecast to break the USD 150 billion mark for the first time next, and will continue to grow for the next two years.

However, with the use of mobile marketing becoming more common, businesses are more prone to misusing the technology. Avoid being likened to a telemarketer by following simple mobile etiquette rules.

Mobile Marketing Execution Tactics for Small Businesses

As a rule of thumb, text messaging and mobile marketing must be an opt-in, meaning that mobile users must give consent to receiving text messages from your company. This is the number one reason why telemarketers have such a terrible reputation. Trying to sell a product or service to someone who is unwilling to participate is about as useful (and wasteful) as putting class-a potting soil on a dead plant.

It is possible to purchase name and phone number lists online, but not only is this annoying for those on the receiving end of unsolicited mobile campaigns – it is illegal.

Instead, give your customers the option to receive mobile deals from your company.

For example, a mobile marketing campaign launched by Johnson & Johnson’s Baby Center in Latin America utilized an opt-in text messaging offer that targeted expectant mothers. The expectant mothers were prompted to text their due date and opt-in to receive advice and product offers relevant to their stage of pregnancy. Prior to the campaign hitting its 12-month mark, several thousand moms had taken part in the campaign; yielding a retention rate of over 90 percent.

By using targeted mobile marketing opt-in tactics, instead of sending random mobile messages, Johnson & Johnson guaranteed that their customers had a willing, listening ear. It is likely that the execution of this campaign exponentially improved their chances of keeping customers on their mobile mailing list.

It was also a smart choice for the company given that the use of mobile devices in Latin Amercan countries is more prevalent than traditional computer usage.

Creating Engagement with your Mobile Marketing Audience 

If you are just getting started with mobile marketing one of your first concerns will likely be, “How do we obtain a solid number of mobile recipients with valid interest?”

Thankfully there are plenty of legal ways to obtain a reliable, mobile audience.

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