Considering a Wireless Marketing Campaign
If you have been thinking about testing a wireless marketing program, you’re in luck. Those who have gone before you have a few tips that are pretty consistent no matter who you talk to…
Know your target audience and their wireless behaviors. Targeting baby boomers with text messages may be wasting money or negative brand building. Targeting younger adults and teens or a specific behavior group like business travelers is more appropriate for wireless marketing, at least for now.
Utilize the medium’s strengths. Utilize the mobility of the product into the offer and execution of the project. Provide consumers with content or a promotion that can be utilized on the go and is relevant to your brand.
Integrate the program with other channels. Successful wireless programs are not stand alone; they support or are integrated with other marketing initiatives. One of the best ways to promote a wireless program is through other offline marketing programs. It is also one of the best ways to acquire phone numbers and names. Offer consumers an opportunity to choose messaging by sms or txt when you ask them to opt in for an email program.
Do not abuse the channel. Many consumers are sensitive when it comes to cell phone usage. It causes negative backlash if things like privacy or costs are abused. Do not assume a consumer has opted-in if they submit a short code. Err on the side of caution and require a second opt-in after initial communication. The mobile service providers charge for sending and receiving messages and accessing the Internet. Always inform your users up-front how many messages to expect from you during a given period of time.
Keep the message simple. Use the most basic device as your starting point for developing a campaign. A txt message program will have broader reach than a multi-media message. You have limited messaging space, so keep it short or you will lose them. Make the interaction as simple with the least action required by the user as possible, and you will win their trust and encourage further use.
