By Rimma Kats
March 30, 2011
Cartier is using SMS
Brands and marketers are increasingly incorporating SMS into their mobile initiatives to engage and communicate with consumers. Here are some common pitfalls to avoid.
Industry experts agree that some type of SMS marketing is prevalent to reaching as many consumers as possible. Feature phones continue to dominate the market and many consumers can be reached on them.
“Education and making smart decisions are key to prevent mistakes form happening,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.
“The first place I would go is to the Mobile Marketing Association’s Consumer Best Practices document to learn the dos and don’ts of SMS marketing,” he said. “Second, I would read up on successful and not-so-successful programs on Mobile Marketer and other venues to understand what others have done.
“Third, I would seek out trusted providers. Remember, choosing purely on price will likely lead you to the guys in a garage who started a firm last Thursday. That is likely to lead to failure.”
Here are the five most common SMS marketing mistakes that brands and marketers should avoid.
No. 1 – Avoid not making your call to action prevalent
A simple call to action can be placed on billboards, magazine pages, TV commercials and just about anything else.
“It’s a head scratch as to why a mobile call to action isn’t prevalent in all integrated marketing communications,” Mr. Hasen said.
“There are so many benefits to doing it right – engaging consumers and turning passive activities into interactive ones, making your traditional and non-traditional dollars work harder, and being able to measure effectiveness in real time with such a simple tactic as using different keywords in different media,” he said.
Pinpoint Advertising Agency has a Text Message Marketing Program that includes a Moble Website starting at $20.00/month www.pinpointadagency.com
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