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Practical Mobile Marketing

In this article, we are going to describe powerful mobile marketing methods you can implement in just a few minutes. We will investigate what the industry and the technology allow us to do today, how to persuade people to sign up for your service and which file formats to use when you deliver your content. We will also take a sneak peek on what will happen with mobile marketing in the near future.

The hands-on experience is based on solving marketing problems with the help of InfoNU (www.infonu.com). InfoNU is a free web-based mobile mass communication platform that supports the latest trends in mobile marketing. With InfoNU you can:

Send SMS messages such as personalized alerts and mobile coupons

Push mobile content like banners, mp3-songs, ringtones, video clips, visiting cards and java games

Push links to mobile websites

Create and schedule mobile campaigns

Sign up and manage consumers

Get your own icon next to the address book and calendar to publish mobile content without cost

View statistics on how mobile marketing efforts are received by users

 

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As in all sectors in explosive growth, bright people gravitate towards mobile marketing, create start-up companies, offer solutions and unfortunately also create a big creative mess full of definitions, standards, ideas, and solutions. This article series is the authors attempt to untangle the web of technologies into easy-to-use patterns you can use in your everyday marketing of your brand, company, products, and services.

The second part of this article is planned. In Part 2 we will take a closer look at advanced concepts in mobile marketing like tailor-made mobile applications and mobile community services.

Permission Marketing and What Mobile Marketing is NOT

A mobile phone is a highly personal communication device. Mobile marketing is not about spamming uninterested people with irrelevant SMS messages at 2:00 am. Marketers have to respect this. Never send messages to someone without having their permission. Sending unsolicited SMS messages to people is not good marketing. Aside from the ethical aspect of spam, it does not work and costs you a lot of money. Do not do it.

Marketing activities that depend on the permission of the consumer are referred to as permission marketing and are central to mobile marketing. Embrace permission marketing and protect your list of consumers, it is the people who have given you permission to speak.

The Mobile Marketing Dance

Instead of sending unsolicited SMS messages, the trick in mobile marketing is to persuade people to sign up for your service and then to find a balance between providing sales driving information and offering value so that your customers are both informed and happy.

How to Persuade People to Sign Up for Your Service

What can you offer that makes your consumers accept the commercial side of your company? Here are a few suggestions:

Promote the following message by printing it on your packaged goods: Text COCACOLA to +44 77 86 202 988 (normal SMS cost). The first 100 people to text us will win a free subscription to Coca-Cola magazine. After you received 100 replies, call up the winners and get their address.

Promote the following message on billboards, posters, banners or signs around your town: Text WHEATIES to +44 77 86 202 988 (normal SMS cost) to get our new ringtone.

Promote the following message with an ad in your favorite newspaper: Text ABBA to +44 77 86 202 988 (normal SMS cost) to get our new song.

Promote the following message with an ad in your favorite newspaper: Text ROXETTE to +44 77 86 202 988 (normal SMS cost) to get our new video.

Promote the following text on your website: Do you want information about us in your mobile? Click on this link and enter your contact details.

Promote the following text in your TV commercials: Text ARMANI to +44 77 86 202 988 (normal SMS cost) and win a trip for two to Paris. The winner will be notified the 16’th of August.

Promote the following text in your radio commercials: Text ATARI to +44 77 86 202 988 (normal SMS cost) and get Pac-Man to your phone.

Promote the following text in your TV commercials: Text MCDONALDS to +44 77 86 202 988 (normal SMS cost) to claim your 10% discount coupon.

In other words: Send something back as a Thank you for signing up. Give your new user something for free. Give your new user a possibility to win something nice. At least a thank you SMS.

To configure InfoNU so that you automatically send something back when new consumers sign up to your service, log on to your InfoNU account, select Settings in the Intranet Home menu followed by SMS Signup settings, click on Details for your code word and enable Respond automatically with an SMS message. You can send back an SMS message, mobile content like images, video, and music, a link to your mobile website or a Java application.

To integrate your own website with InfoNU as in the fifth example above, select Help in the Intranet Home menu followed by Integrate InfoNU and click on Generate Link.

File Formats to Use when Distributing Mobile Content

Since virtually all mobile phones support SMS messaging, sending SMS messages is the simplest and most reliable way to come across to mobiles. SMS messages are as we all know limited to 160 characters but can contain links to mobile content.

All mobile phones do not support the same media formats. If you have no apriori knowledge about your consumer’s phones but still want to reach the biggest possible audience, use to the following file formats:

Media, File Format, networkFile Extension

Images, PoNetworkgraphics, .png

Sound, MP3 songs, .mp3

Video, 3GPP video 3gp

Ringtones Midi music .mid

This list of file formats comes from analyzing mobile phones produced by the biggest manufacturers and ranking the phones after how common each phone is in practice.

Three other interesting file formats can be used for more specialized tasks:

Media, File Format, File Extension

Visiting cards and address book entries, vCard, .vcf

Calendar entries, vCard, .vcs

Java games, Java application descriptor files, .jad

Distributing links to mobile content with InfoNU is performed in the exact same way regardless of file format: You log on to your InfoNU account, select Uploads and upload the content from your PC to your InfoNU account. To distribute the content to a single person, click that person’s Communicate link. Make sure that Upload is selected as Type of Content.

If you want to send an SMS message to many people, create a campaign by clicking on Campaigns in the Intranet Home menu followed by New campaign. With InfoNU, you can also schedule campaigns to be run at a specific date and time. Go to Campaigns and click on Schedule campaign to define the start date of your campaign.

A Catalogue of Mobile Marketing Patterns

After your user signed up for your service, his/hers mobile phone transforms into an excellent communication channel. This section lists proven marketing methods for you to reuse:

Task: Inform customers about new products and updates, new offers and relevant company news.

Solution: Send an SMS message at an appropriate time with the information.

Note: To know when to send your message, ask yourself the following two questions: When is this information relevant to my mobile user? When will the message have the biggest impact? If you are selling umbrellas, sending your message when your customer is outside your store on his way home and it is raining outside might be a good idea. When is it not a good idea to send a message? At night? In the morning?

InfoNU supports sending personalized SMS messages. By using the tags {FirstName}, {LastName}, and {Mobile} in your SMS text, you can personalize the message with the recipient’s name and mobile phone number.

About Arielle Scott

I work for WideInfo and I love writing on my blog every day with huge new information to help my readers. Fashion is my hobby and eating food is my life. Social Media is my blood to connect my family and friends.