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There has never been a Marketing platform that offers the opportunities that Mobile Devices do. It is a marketers dream.
With over 22.8 Million mobile subscribers in Canada (270 Million in the US and 3 Billion Worldwide), that never leave home without it, leave it on over 80% of the day, and respond within 15 minutes to a text message, companies can now shift from brand impression to brand engagement.
Over 95% of all phones are SMS enabled and Canadians are texting over 130 million times a day (US 2.8 billion per day). With all of this continuing to grow at exponential rates, it is a medium that cannot be ignored.
Mobile sites are a difference maker. It provides the advantage that will compete for visitors, drive sales, and create customer loyalty. It needs to be considered in the overall Web Strategies.
Combined with immediate measurability and relatively low entry cost (high ROI), makes this the ideal platform for companies to start creating the ‘customer for life’ relationship.
A SMS or TEXT campaign is an effective way to reach a target audience with the intent of having that audience do something while having the ability to capture and measure customer data.
This can range from entering a contest, providing product knowledge, notifying of an upcoming event, voting for your favourite performer or directing them to your mobile site. The opportunities are endless.
Mobile Site
A Mobile Site is always recommended, as it is a way to continually drive your brand equity. It can reside on the customer’s mobile device and travel with them wherever they go.
Experienced Developers
With thousands of types of phones, it is critical that your Mobile Site is programmed to properly serve up the correct format. It needs to recognize which phone is trying to log on to your site and present the proper experience.
Short Code
Although there are different types of Codes, the Short Code will be used most often. Whether it is a dedicated or shared short code.
A Short Code is a Texting line that allows messaging to be sent over these lines. It is often a 5 or 6 digit number. In Canada, it is governed by the CWTA (Canadian Wireless Telecommunications Association) and by NeuStar in the US.
Key Words
Key Words are created to help specifically identify the communication to be sent back once a customer Texts in that word.
SMS Gateway
A SMS Gateway is an infrastructure that allows for integration into existing systems as well as flexibility for new technology. It is the engine that connects the Short Code and allows for the communication to happen.
Campaign Objectives and Strategies
Understanding what you want to achieve will determine the best option(s) as to how to market to your audience. It not only includes what the message will be, but how you serve it up and measure it.
Examples of Engaging via Mobile include:
