Things to Avoid When Using Mobile Phone Marketing?

February 23, 2012 by  Filed under: Marketing 

“The media is the message.” When Marshall McLuhan made this statement in the 1960s he may not have been able to envision our present cellular age. Still, these words have never been more truthful than in the current climate. The immediacy and the personal importance of the mobile phone dictates the kind of information that should be sent to them. In mobile phone marketing, a thoughtful message is a well-received one. With that in mind, what follows are some mobile mistakes to be avoided.

Do not send anything to anyone who has not consented to be on the receiving end. This is spamming, and spamming is alienating if not illegal. Ask customers for permission to send messages, make it worth their while by sending them valuable information, and make sure you have their signed consent.

Do not send a message when it has to compete with family time or private time. The landline calls that invariably interrupted dinner were universally disliked. Texts can suffer the same dismal fate. Send messages during normal business hours. Absolutely avoid being associated with a message that startled a customer awake in the middle of the night.

Do not send an untimely message. If you are promoting an event or special offer, give recipients a few days of advance notice. A follow-up message might delineate when the event ends or the offer expires. Be sure you’re not showing up in the inbox as old news.

Try not to send messages to the totally disinterested. If you are marketing to a broad customer base, spend time setting up some rudimentary demographic categories that will keep your messages from going to the too young, the too old, or the too likely to delete.

Do not send a scatter-shot message when you have the ability to pinpoint it. Devices such as Bluetooth let marketers know the whereabouts of customers and flag them on nearby happenings. A message that is immediate in both space and time is enviably compelling.

Do not send a boring message. Consider what the message has to compete with in the inbox for the customer’s attention. Ideally it will contain valuable, actionable information to the customer. At the very least the content should be original and acknowledge its unique access to the customer.

Only send out messages that allow for two-way communication. Give customers avenues for feedback in this and all your media. In this way you may receive ideas for product improvements and market extensions. Also, while you may be disinclined to do so, you should offer a simple, straightforward way to opt out of mobile messages. You won’t be losing customers so much as gaining their good will.

At the end of this list of DON’TS there is still the overriding DO: DO capitalize on the unique opportunity presented by mobile phone marketing. Never before has there been a tool that offers such immediacy, target accuracy and economy to the advertiser. With some forethought and planning, your mobile communications can mobilize your customer base and, correspondingly, your sales.

For more information on marketing and advertising on a mobile platform, please visit Fetch Media who provide tailored mobile media solutions including mobile phone marketing.

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