Small Business Mobile Marketing

The Mobile Marketing industry is exploding as a huge player in  Online Marketing Strategies. Your phone has become the one thing that almost everyone has with them all times. Mobile marketing offers almost unparalleled opportunities to reach a targeted audience quickly and at a lower cost to many other forms of Marketing.

Typical marketing applications are:

* Customer Relationship Marketing
* Customer Service Information
* Customer Acquisition
* Branding and Content Delivery
The simplest form of marketing is SMS, such as ‘text to win’, offers and vouchers. These still form the backbone of many mobile marketing campaigns. Additionally we also offer MMS marketing, shortcode SMS and Mobile Web Site Development. We also specialist applications such as QR (Quick Recognition Codes), vouchers and ticketing and Location based Marketing  Services (LBS).
CPSEO also provide opt-in mobile numbers from a database of over 6 million mobile numbers, with over 300 different categories including postcode, age and lifestyle information.

The following is just a brief summary of the systems and issues connected with marketing and advertising to mobile phones.

Mobile marketing and advertising focuses on three key areas:
  • SMS Marketing

The simplest and most direct form of mobile marketing. SMS can be used either as an entire campaign, or combined with other mobile media, such as mobile web sites. It can also be used in combination with other media advertising including print, television, radio and web.
Types of SMS
There are essentially two forms of SMS marketing: response and broadcast.
Response marketing starts with a call to action to mobile users through other channels. For example, ‘text OURNAME to 81111 for more information’, is a typical response approach. The most successful campaigns, however are those that offer more than just a point of information, but provide a more complete offer. These may include sending back vouchers, tickets or mobile content such as games or music. txt4ever’s tools for response marketing include inbound numbers, both short and long codes, dedicated or shared. Our simple tool allows users to quickly set up the response, from a simple auto reply to automatically generating unique voucher codes or delivering mobile content by SMS. We can also integrate into other systems including websites. Our tools allow fast integration for functions such as adding or removing contacts, sending media or, through our API, sending text messages from external systems.
SMS broadcast is idea for both customer acquisition and customer retention on mobile. The broadcast is initiated by the service provider, where their customers or potential customers have opted in to receive information. Broadcasts can include initial offers, through to service announcements or renewal reminders. Broadcast mobile numbers can come from two sources – direct opt in by existing customers, or opt in marketing data. Central Penn SEO has tools for both methods. Opt in data is from a database of over 6 million numbers with over 300 different searches including postcode, age and lifestyle information. All opt in numbers are fully verified and contact has been within the previous 28 days.
Pros
Direct – almost everyone has a mobile and all of them can receive or send SMS Fast – responses can be seen in minutes Measurement – the exact number of successful messages can be measured. Responses can be exactly monitored Cost – less expensive than TV, direct mail, print or radio advertising
Cons
Limited – with just 160 characters messages must be short. Not ideal for large amounts of information Cost – more expensive than email, although a higher return on investment may still make it more worthwhile Personal – SMS campaigns must be targeted and recipients must have clearly opted in. Mobiles are regarded as highly personal devices and poorly targeted and unwanted text messages can be damaging to a brand.
MMS We can provide MMS marketing which gives similar options to SMS. The main advantage is that it is possible to send pictures or video up to 250k (aprox and depends on network). The cons are from the cost (around 3 times the cost of an SMS) and limits to users. Only those with GPRS handsets (or better), which represents around 80% of users. An MMS requires a further prompt to download the content which will also reduce the number of recipients.
  • Mobile Internet

As with MMS, any mobile phone with GPRS has internet access. 3G connections and Smart Phones have ensured that those who want have an always on connection. The Mobile Internet is more than just web pages repositioned for the handsets. It can also offer a means of connection to add functionality to marketing campaigns. For example, a travel application may use an internet connection provide updates or links in SMS may prompt the user to complete an online form for more information. CPSEO provides tools for developing Mobile sites, from simple WAP pages through to content delivery and even billing through Premium SMS or PayforIt.
Pros
Functionality – can add considerable functionality to marketing campaigns, taking them beyond the basic 160 SMS characters Broad – with an increasing number of Smart Phones and flat rate data connections, the mobile internet covers more and more users. Content – a wide range of content can be delivered through the mobile internet either through web pages or application downloads.
Cons
Cost to the user – just under 30% of mobile users have a flat data rate and the reminder will pay additionally to access the mobile internet. Usability – for many users they have little experience of the mobile internet and are unwilling to click on links or download applications.
  • Bluetooth Proximity Marketing

Bluetooth is regarded by many as offering the best potential for mobile marketing. Changes by Ofcom in 2008 meant that it was not regarded as a personal messaging medium, but rather as a broadcast system much like radio or television. In reality, as a marketing system Bluetooth will work best when it is permission based. This is the best practice that we will recommend. Bluetooth systems operate within an area close to the unit – generally around 30-40m depending on the handset, although 10m is more common. They can send a wide variety of information to phones, from data to video or audio. The systems range from single units, where downloads may be prompted by a poster or a point of display, to Bluetooth nodes covering a large area, such as a shopping center or exhibition hall.
The range of the units can be set through the power output depending on the campaign requirements. Individual handsets are recognized through a Bluetooth or Mac address and can be opted in or out of campaigns. This way, users who reject a Bluetooth request can be removed from future requests. Over 80% of handsets have a Bluetooth capability, and a surprisingly large number are kept turned on – estimates are around 40% of users. This is because many people use Bluetooth headsets for hands free.
Pros
Not network dependent – user will not incur costs to receive over Bluetooth Common – most phones have the facility Fast – can pass a large amount of data quickly
Cons
Only works for proximity Users must have Bluetooth turned on Cost of setting up each unit Cannot link to other information, such as the handset’s phone number.
They are many layers of what you can do with the Mobile Advertising platform. We look forward to discussing  your Mobile Marketing plan. Call Central Penn SEO Now!!

(717) 718-5052

Comments
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