Mobile Ain’t Email: Navigating the Nuances and Nuisances of Mobile Marketing
3. The Opt-In Barrier is Higher: By now we’re all familiar with how to collect email opt-ins, and we know the specific opt-out provisions required by CAN-SPAM. There are a whole different, and more elaborate, set of opt-in/out requirements for mobile, and each carrier has a slightly different formula. It makes sense: receiving a text message is far more personal and intrusive than sending an email, so you’ll want to make sure that the consumers on your list really want to hear from you. And you’ll need to be prepared to receive opt-outs in a variety of formats. Any consumer needs to be able to opt-out by replying to your text with any sort of opt-out message. So your system needs to recognize a variety of opt-out messages coming from consumers, and these messages are not always polite!
4. You’ll Need a Short-Code: A short code is a five- or six-digit number that is your mobile “address.” That’s the number consumers will use to send messages to you, but it’s also the “return address” that you’ll use to send messages out. Procuring a short-code is an essential but time-consuming process. You’ll need to file an application that needs to be approved by the carriers or their designated representatives, and approvals take at least a few weeks, and in some cases many months.
5. You’ll Need (at least one) Partner: If all of these caveats seem prohibitively daunting, there’s one ray of light: There are companies that handle most of these details for you. Some mobile agencies do it all and handle all aspects of carrier relations, billing, marketing, and short-code procurement. Others specialize in just one aspect. Even the biggest companies need at least one of these partners to make a mobile program work. And even with a comprehensive partner, the process is never completely turnkey or hands-off. You’ll need to be involved in carefully designing your program, budgeting for messages sent and received, and mapping opt-in and opt-out procedures.
I was reminded of my early research in London during a recent return trip. And despite all the complications I’ve described above, I came away with a positive vision for the future of mobile marketing in America. In Britain as in most of Europe, it is extremely common and relatively simple for brands and consumers to communicate via mobile. Far more common than in the U.S. True, they’ve been at it a bit longer, and the nature of the mobile networks makes it inherently easier.
But the outcome is really quite remarkable. Mobile marketers in Europe can spend more time focused on marketing, and less time on the nuances and nuisances of mobile technology. We’re headed to the same place. Here in America, we’re ironing out the complications and, in due time and with the right partner, your brand can successfully navigate the nuances of mobile.
Reader Comments.
Hi Brian! Peter Klein here, one of your old 150 enews marketing employees. Great article on mobile marketing, hits home as our parent company Traffix is involved in the space as well so there may be some partnership synergies. Drop me a line if you get a moment, glad to see you are doing well and pioneering as usual!
Robin Raskin Dory Devlin Christopher Null Gina Hughes Tom Samiljan
Cell Phones as Your Best Shopping Buddy
Fri Feb 23, 2007 6:34PM EST
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Until we can all walk around with a computer attach to our hips, we’ll have to settle for the next best thing that can give us instant access to information on the web, cell phones. I’m not a big online shopper because I like to see how items look and feel, and product images online can be deceiving. But at the same time, I know the reason online shopping is popular is because you can find some great deals. So how can you get the best of both worlds?
One service that recently caught my attention is called Frucall, and I’ll tell you why I think this works. Most of us like to do online and offline price checks before dropping thousands of dollars on any item. A service like Frucall does all the shopping comparison for you…while you’re out shopping. So if you come across an item you want to buy at a physical store, you can find out if you’re missing out on any online deals without actually running to your computer. All you have to do is call 1-888-DO-FRUCALL (1-888-363-7822), enter the item’s product bar code, and listen for the top deals online. You can even buy products through your cell phone, provided you sign up for a Frucall account online. An account basically give you access to other features such text messages, a voicenotes service where you can leave yourself voice memos, and the bookmarking of items your researched while you were out shopping. It’s a free service, and one number avid shoppers should program on their mobile.
Ok, but what about finding deals offline while you’re out? Impulsive buyers who need to have an item right away can still search for a better deal. Thanks to GPS Shopper’s Slifter anyone can text “Slifter” or 75438, enter a zip code, and the product they’re looking for to find the best deals in nearby stores. Sifter can access 50 million of products in over 20,000 retail locations increasing your chances of finding the best deal locally. Big retailers such as Best Buy, CompUSA, and Footlocker have already signed up with Slifter.
Both services are great tools that allow you do your reasearch, so you don’t have to feel guilty later.
http://tech.yahoo.com/blogs/hughes/9044
I’ll have to see if I get a response
There is another mobile platform that will only benefit the consumer AND the mobile web user. I think other companies like Google, Microsoft, and Yahoo do not want to give the power to the people. They want to control it.
Qode is a free down loadable platform for the mobile device. The platform is designed to provide one click on a bar code, 2D, QR, datamatrix, logo, keyword, trademark, RFID, slogan, billboard, etc., to go from the mobile web to connect to information about that particular product.
By clicking on the above the consumer turns on that product to get coupons, enter sweepstakes, win a prize, get information, find out a bus schedule, nearest location of where to purchase for a cheaper price, get assembly instructions, etc.
Price comparison is just one thing.
But, here is the kicker, do you want to type in the bar code or just point and click on it.
What is easiest for you?????
The consumer is paying for web minutes thru their mobile plan. The phone carrier loses revenue with just one click to content. The consumer / mobile web user is not going to hear or see about this free and easy to use application. Why not?
The big players involved are afraid to lose money in the real world. The connection to the physical world only gives the power back to the people.
You may have to Google Qode to get the free down load for your mobile phone.
JMHO
There is another mobile platform that will only benefit the consumer AND the mobile web user. I think other companies like Google, Microsoft, and Yahoo do not want to give the power to the people. They want to control it.
Qode is a free down loadable platform for the mobile device. The platform is designed to provide one click on a bar code, 2D, QR, datamatrix, logo, keyword, trademark, RFID, slogan, billboard, etc., to go from the mobile web to connect to information about that particular product.
By clicking on the above the consumer turns on that product to get coupons, enter sweepstakes, win a prize, get information, find out a bus schedule, nearest location of where to purchase for a cheaper price, get assembly instructions, etc.
Price comparison is just one thing.
But, here is the kicker, do you want to type in the bar code or just point and click on it.
What is easiest for you?????
The consumer is paying for web minutes thru their mobile plan. The phone carrier loses revenue with just one click to content. The consumer / mobile web user is not going to hear or see about this free and easy to use application. Why not?
The big players involved are afraid to lose money in the real world. The connection to the physical world only gives the power back to the people.
You may have to Google Qode to get the free down load for your mobile phone.
JMHO
Mod. please delete 11:42 post
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