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Home Page > Advertising > Trends of Mobile Advertising in India!

Trends of Mobile Advertising in India!

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Posted: Dec 01, 2010 |Comments: 0
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From planning to execution of the media plan, advertisers follow a step by step procedure to launch a promotion campaign for a brand. Amongst the various promotional strategies, media planning is considered the most important stratagem by advertisers.

You need to launch your campaign through a best suited media, which will drive sales of your product. Today, mobile ads & internet ads are quite popular in India. Considered as personalized modes of brand promotion, advertising through mobile & internet media provides immediate effect on customers. Through this article, the importance of mobile advertising (in particular) along with the trends of this mode of advertising are briefly discussed.

SMS or Short Messaging Service through mobile phone devices has resulted in an increased practice of brand promotion amongst a wide range of advertisers and brand owners. Offering customised and personalised options of promoting a brand, mobile advertising is quite in vogue in India. Unlike emails which reach customers through internet media, mobile ads are considered more reachable and accessible to customers because of the portable feature of mobile phones. The upsurge of pocket internet is yet another innovation in mobile advertising. However, SMS ads offer end to end brand promotion solutions immediately and effectively.

Mobile advertisers are expert who are responsible for launching a brand promotion campaign through mobile media. A mobile advertiser is not necessarily the brand owner; he is the one who advertises the brand to the target customers (through a mobile device) on behalf of the brand owner. Mobile advertisers are the latest pundits in contemporary brand advertising. Ensuring quick and effective result for any brand promotion, mobile advertising opens a new pool of advertising opportunity for small and large scale advertisers.

advertising through mobile media is less expensive than advertising through other media such as television, radio, print etc. Bulk sms is one common practice of SMS campaign. With facilities such as 1 paisa per sms offers and embedded technique of launching a mobile sms campaign through internet (by using particular softwares), advertisers find mobile advertising an easier and hassle-free mode of brand promotion. BULK SMS campaigns are launched through internet media to gain favour from the public. Through BULK SMS campaign, advertisers send one sms to different customers simultaneously.

The importance of mobile advertising is likely to increase in the coming years especially when brand new products will be launched in the market.
Moreover, the hectic lifestyles of the customers also demand the need to reach them through more personalised means amongst which mobile advertising is one.

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Mobileandinternetadvertising.com (MAD) offering you the advertising. Here you can find extensive resources on Advertising in the form of mobile advertising online advertising, Bulk sms & bulk email internet advertising.

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Understanding Sms Marketing

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Understanding Sms Marketing

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Home Page > Marketing > Understanding Sms Marketing

Understanding Sms Marketing

http://portal.bsnl.in/Telecomguide.asp?intNewsId=483&strNewsMore=more

Posted: Mar 07, 2009 |Comments: 3
| Views: 2,104 |

Understanding SMS Marketing

Introduction

Short Message Service (SMS) is a wireless service available on digital mobile networks. It enables the transmission of text messages between mobile phones and other systems such as electronic mail, paging and voice mail. Up to 160 characters can be sent and received through the network operator’s message system to the mobile phone (Gustafsson & Lenman 2007).

SMS is essentially similar to paging. Paging is the process of a message, which consists of a few digits typically a phone number that the user is then expected to call, to be received by a one-way numeric pager. A pager (sometimes called a beeper) is a simple personal telecommunications device for short messages. A one-way numeric pager can only receive a message (paging) consisting of a few digits, typically a phone number that the user is then expected to call. While paging requires the pager to be active and within range, SMS messages do not require the mobile phone to be active within the range as they will be held for a number of days until the phone is active and within range. SMS messages are transmitted within the same cell or to anyone with roaming capability. They can also be sent to digital phones from a web site equipped with a PC Link or from one digital phone to another. In addition to SMS gateway is a web site that lets the user enter an SMS message to someone within the cell served by that gateway or acts as an international gateway for users with roaming capability.

The SMS is a store and forward service. In other words, short messages are not sent directly from sender to recipient, but via an SMS Center. Therefore there is a need for a network operator. Each mobile telephone network that supports SMS has one or more messaging centers to handle and manage the short messages.

The SMS features confirmation of message delivery. This means that, unlike e-mailing users do not simply send a short message and trust and hope that it gets delivered. Instead the sender of the short message can receive a return message back notifying them whether the short message has been delivered or not.

Short messages can be sent and received simultaneously with GSM (Global System for Mobile Communications) voice, data and fax calls. This is possible because whereas voice, data and fax calls take over a dedicated radio channel for the duration of the call, short messages travel over and above the radio channel using the signaling path. As such, users of SMS rarely, if ever, get a busy or engaged signal as they can do during peak network usage times (SPG Media Group PLC 2008).

According to the same study above ways of sending multiple short messages are available. SMS concatenation (stringing several short messages together) and SMS compression have been defined and incorporated in the GSM SMS standards.

The introduction of standardized protocols such as SIM (A small smart card type device that has details of the mobile subscriber including public telephone number and the numbers required by the network to recognise and authenticate the subscriber), Application Toolkit and the Wireless Application Protocol (WAP) contribute to an increase in messaging usage by providing a standard service development and deployment environment for application developers and business partners. These protocols also make it easier for users to reply to and otherwise access messaging services through custom menus on the phone. While these protocols are only a means to an end and not new messaging destinations or services, they are likely to lead to a 10-15% uplift in total SMS volumes (SPG Media Group PLC, 2008). Some companies could reach more successful results if manage the SMS marketing processes successfully.

Today, for example, to use SMS, MMS, e-mail, instant messaging (IM), voice mail, and so on, end users must be aware of the underlying technology and their intended recipients’ capabilities. Studies and market trends show that messaging solutions must be easier to use if they are to facilitate communication and increase traffic. This will form the base of a successful mobile marketing campaign constructed on SMS.

SMS Marketing under Marketing Overview

SMS has grown into a mainstream communication tool for consumers, reaching them via SMS marketing has become increasingly important strategy for businesses. Whether between two people planning to meet up or a broadcast message to thousands of users, more and more customers are becoming converts every day, and savvy marketers realize text messaging is a great way to quickly communicate with their audience. For this reason; text messaging is increasing at an enormous rate. One of the primary reasons behind this growth is that text messaging has become increasingly used as a business tool (mobilestorm.com/sms-marketing 2009).

The trend in Jupiter Research shows that SMS Marketing is quickly surpassing e-mail technology as a tool for marketers and also for customer relationship management. Moreover; Jupiter Research says three billion coupons issued to cell phone users will generate sales of almost billion by 2011 (textsmsmarketing 2006).

Types of SMS Marketing

Types of SMS Marketing can be defined in three different contexts in general; Purchase Context, Technical Context and User Context. These contexts are mostly given preference while enterprises practising the SMS Marketing efforts.

Purchase Context defines SMS as a product based on the way it is purchased. On the other hand, technical context defines the types of SMS Marketing from the mobile operator point of view while user context defines it from the benefit the SMS provides to the target customer. The common point of these types is that the payment type of these SMS can be defined based on the request of the buyer (the sender). The company that wants to send SMS can chooses either to pay the price of the SMS itself or to charge the price to the target customer.

Purchase Context

In SMS marketing campaigns, there are two different SMS methods as a product; a company can either choose to make a deal with the carrier for a promised amount of SMS for a given time (mostly 1 year). This is called bulk SMS. On the other hand, the company can choose to buy SMS packages that are being sold by the carrier in specified amounts like 1.000 or 500.000 or it can be included on the standart price numbers of dispatch etc. This is called piece SMS.

Marketing strategy is obtained by making corporate SMS purchasing agreements either with Mobile operators or with the infrasturcture providers or different SMS reseller companies. The more amounts of SMS purchased, the less money is paid for an SMS. While it is more profitable to buy over million quantities directly from the GMS operator (bulk SMS), it can be a better decision to buy from the providers or resellers since they buy from the operators with over million quantites and resell them in small quantitities with better price (piece SMS). This also creates a new intermediate trade of SMS. In addition to this; wide extensive solution partnership agreements are available among company. At that time; more services are given in a lot of case such as SMS, logo, melody, conversation, entertainment, competition, game, etc.

Technical Context

There are three types of SMS from the technical perspective. These are one way, single shot and two way SMS’s (see in Table 2).

One way SMS is an SMS that sent by the sender to the target customers. With this type of SMS an answer from the target customer is not expected and most of the time not allowed. So there is no customer interaction.

One way Fast SMS (Single Shot) is an SMS which is sent by the sender to the target customer and an answer from the target customer is not allowed. The most important feature of this type is that the SMS is valid for a defined time (mostly a short period like 3 minutes). Becuse of this feature, the SMS must be sent immediately after it is triggered. This type is mainly used to send passwords that are valid for the defined time (Like a password that will be used by the target customer to log in into his/her different accounts over the internet). This type of SMS is not blocked by the filters meaning that a customer can filter the SMS that is coming from a certain sender or number by sending that message to a special filter list of the mobile operator. But this filter is not used for single shot SMS.

Two Way SMS is an SMS sent by the sender to the target customer and an answer from the target customer is expected if he/she wants to join or use the services/benefits that are offered. Since there will be a client interaction, the SMS number that is used to sent this type of SMS must be configured to recieve SMS that will be sent by the customers.

User Context

Premium SMS gives clients the option to earn money on certain text messages and content for which consumers will pay to send or receive. Clients can hold voting contests, like those on many reality TV shows, daily horoscopes, a VIP program, or other instances where new information is time-sensitive, making that information valuable to the consumer.

Mobile Coupons will benefit businesses and customers alike-promoting spending while saving money for consumers. In addition, the convenience and “green” factor (no excess paper or ink needed to produce them) of digital coupons, such as mobile coupons, make them especially appealing to consumers today.

Text-To-Screen is a premium service that allows marketers to create polls and quizzes especially for a particular event.

Marketers have a way to ensure event attendees’ interest while adding excitement to shows, parties, major sporting events or a regular evening at a movie theater. A marketer can use giant video screens that are traditionally at these places to advertise a poll or quiz, compel the crowd to participate and then post the results on that same screen in real time. (mobilestorm.com/sms-marketing 2009)

The SMS Campaign

The SMS system is a small piece of mobile communication and marketing system. For this purpose, like every marketing campaign, SMS campaign should be carefully planned. There are 3 processes that a campaign manager should plan in order to create a successful SMS campaign.

Every process has its own individual approaches. In step I, campaign manager should carefully plan the target segment, the message that will be addressed and configuring the body of the SMS based on this message.

In step II, the carrier must be chosen in order to reach the targeted segment based the technical and financial criterias. All the replies must be carefully viewed.

After sending the message, an analysis of the study must be made for performance measurement (mobilestorm.com/sms-marketing, mobilesmsmarketing.com 2009).

In order to create an SMS marketing campaign, a database must be created that consist of the phone numbers of the clients that are targeted. A member or commitment list is being constituted by the enterprises with the help of clients’ needs. However; we cannot observe the same situation at the private sector. The companys, which can constitute their lists, can add new numbers to these lists by using different channels. The channels can be;

inside the company – the companies own database or affilitaions database outside from the company – databases that can be provided from consulting firms, SMS operators, yellow pages etc.

This process is sensitive because of the requirements and outlines defined by the law. Both the individual numbers at the newspapers and the other numbers, which are used by institutional enterprises, help to increase the quantity of the numbers at these lists in the behalf of request or guidance.

SMS Marketing Implications

In the past; the companies, which want to communicate with their customers, were using postcards, celebration cards, fax and telephone. These ways were increasing the costs and were creating problems for transportation. Most of the cards were not arrived to the addresses and the companies were not controlling these limitations. By the use of corporate SMS service, the companies began to trace whether the SMS was received by the user. Furthermore; considerably higher profits were provided at the cost side. One of the most attractive sides of this application for the companies is the high returns of the customers, who are taken these messages.

Corporate SMS Working Process

Client applications have a speciality of working as internet-based environment and desktop execution with local database. The applications, which are served as free for customer usage, can be accumulated in three main titles: Desktop SMS application, web-based Web SMS application and Office SMS application, which can be provide sending SMS from directly Microsoft Excel. After controlling SMS sending offer from these applications out of institutional servers, SMSs are transferred on Internet at the same time to the related mobile operator. Then; these SMSs are transmitted to the mobile phones.

The corporate SMS system can be classified in 3 categories;

First one is the public enterprises, in which SMS application is an indispensible requirement for each company. For instance; small announcements can be transferred to the people by associations, labor unions, foundations, etc. By the way; it provides an opportunity to get lower costs and make the works rapidly.

The second one is the private sector institutions especially finance (banking), automotive, market, retailers, etc. They announce their campaigns to the related clients at the same time and this provides a returnable and customer fidelity.

The last category is about the education sector, in which corporate SMS was began to see as an essential requirement and called service by the guardians. A private class was began preference by giving the services of lack of continuity, examination results and other reports.

Efficiency of SMS

What could efficiency of SMS bring to companies? The most important issue is to get the transmission reports of the messagings. We can analyze these reports based on;

People & Responses Total cost of Transmission Results

In a recent study by Nielsen Mobile, 23% of U.S. mobile phone users remember seeing mobile advertising in the last month, and over 50% responded to the ad. (mobilestorm.com/sms-marketing 2009) When we compare this result to another marketing media like TV where the response rate is around 0,3%, it can be seen that SMS can be a very successful media for marketing.

Not only for the mobile advertising however it covers a lot of place in mobile marketing but also constitute a good relationship with the customers are very important subjects to the companies.

SMS Marketing System Analyses

The marketing concepts are changing while these new medias & technologies step into ourlives. An important factor to consider when selecting a marketing technique such as SMS marketing is that method’s ability to reach a wide audience. This is why famous TV programs attract a lot of sponsors, famous celebrities get a lot of endorsements and popular websites get a lot of posted ads. Businessmen know that these programs, celebrities and websites will be garnering a lot of visitors; thence, more people will get to see their advertisements. The same equation applies to SMS marketing. Nearly every person in the world possesses a mobile phone. It’s only natural that companies and businesses will want to compete in this new marketing arena. (sign-up.to 2008)

It is very important to understand the SMS Marketing system and to manage the system after sending messages to the customers even their target is advertising or relationship. Companies have to find out the most valuable customers by detecting the performance with so many analysis and then to decide and apply what are the following actions whether the companies want to succeed their functionality continuously for their success in marketing.

The companies naturally think about their current customers primarily, because they know their identities, personalities, conventions, pleasures, etc. There are two types of customers; the current customers and the potential customers, who are not available for the present and may be the candidates.

To create opportunities for the companies and satisfy the customers, companies should perform some endevours. Hereby these endevours undertake with marketing philosophy and to give some detailed conveyance for the SMS marketing efforts. Like every marketing concept, analyzing the result to measure the performance of system. In general before passing through to the analyses, suppose that a company determined their customers and sent them an advertising text message, in which the company’s new products were recognized. Presume that the amount of these customers is 10,000 and just 1,000 of them have demanded the new products after receiving the SMS. However, since this is a cost for the company, cost – benefit ratio must be taken into account all the time. The other 9,000 people can be classified into two groups: the people, who erase the text messages without seeing; and the people, who erase the text messages after seeing. In this direction; these people may not be interested in these text messages for the reason of the improper time, unsuitable content, previous experiences, etc. In that case what should the company analyze to control the activities and the environment for benefitting from SMS Marketing?

From the strategical point of view the companies should be done below analysis for their safety and do the right things for the good marketing relations and satisfaction of the customers;

Basic Statistical Analysis

Statistical analysis is the first step of the success or failure of the system. It includes the response time of the respondents to the text messages, the percentage of the right arrivals, the percentage of the lost messages, etc. In addition to these; these performance results should be traced and understood effectively to take the precautions and determine the SMS strategy primarily. For instance; at Keynote Systems, the average performance for all carriers was 11.8 seconds to receive message and 94.7 percent of all messages arrived at their destination. While these numbers are an improvement over the prior three months, the 94.7 percent availability could represent a significant loss of information and business when the number of lost messages is calculated. (AT&T 2002)

In our example; the company can classify the customers, who have made commercial activities, in 3 groups: high level, mid-level and low level. By the way; the company should also trace these classifications to understand whether there are changes in high levels, mid-levels and low levels. There may be some quantitative changes such as the increase in high levels that also indicates the increase in the expenses or the reduction at all levels that indicates the demand in the market has been declined.

Tendency Analysis

Targeting the audience is one of the most important things that any advertiser should remember. Nowadays, businessmen are considering it more wise and practical to advertise to individuals who will likely become customers. For instance, if a company is selling video games and other hip electronics, then marketers would want to run your SMS marketing campaign on teenagers and other young people who might be interested. (sign-up.to 2002)

Since 80% or more of all cell phone users carry their phone all the time, a text message to their cell phones is the perfect way to alert your subscribers or clients of any urgent information, such as a change of appointment, or product ready for pickup. For this reason; the companies have to understand in which stores and/or products that the customers have paid money by finding out the location of these stores and/or products, what the ranges of these saves are, who these clients are by making data mining, etc. By the way; the company can make identification about the product characteristic and determine new marketing strategy related to the most popular products or services. In addition to this; the products can be served to the people individually.

Capacity Analysis

The main idea of detecting capacity is to answer the question of will the company maintain the investment of sending text messages to the customers. The company has to understand the signals of benefits with the usage of SMSs. Because of the company will produce the products or keep the inventory according to the demands. Whether the demand is low due to the expectations, the company will produce lower parties, keep lower inventories and may reduce or stop the usage of SMS marketing. Moreover; the company may change the marketing strategy. On the other hand; the company may support and increase the usage rate of text messaging by sending them to more people whether the demand is very high. At that time; the company will perform more aggressive role in the market and this will affect the investments of the company.

For this reason; the capacity analysis, which indicates the present situation to meet the present demand and the future situation to meet the following demand, should be investigated and taken into consideration by the companies.

Reviewing Marketing Performance

Mobile marketing can be used for a wide range of occasions like announcing new product, one-day specials, new store openings, special events…etc. Subscribers can be treated as a special group for offers and information that only they have access to, increasing loyalty, purchases, and speed of communications.

While mobile marketing can be used in a lot of areas that helps them customer loyalty, customer satisfaction and incremental sales; the companies should search the performance of their marketing activities to maintain the available situation and then to increase the market share by accessing more satisfied clients. To achieve this; some functions should be generated like market research, market modeling and market consulting.

Marketing research – world-class qualitative and quantitative research, particularly market segmentation that gives the company growth-oriented insights. Marketing modeling – state-of-the-science, profit-focused modeling that offers the company invaluable information about the financial impact of different marketing decisions. Marketing consulting – continuously filtering what the statistics say through managerial, statistical, and financial criteria to provide the company with relevant and doable action steps.

In this regard; the company should determine some indicators to trace the performance of the marketing to understand whether the situation is going on the predetermined strategy or not. Some of these indicators are market share, new product, marketing return on investment (ROI), customer, brand, etc.

Furthermore; there are some criteria for selecting the targets of these performance indicators such as sales potential, growth potential, retention potential, common motivations, problem potential, responsiveness, findability, lifetime value, etc. These criteria should be investigated, considered and evaluated before targeting process. (Copernicus Marketing Consulting and Research n.d.)

Sales Analysis

In sales analysis, the goal is to provide accurate management information related to sales activity in order to improve sales profitability and provide facilities for sales forecasting and planning at customer and product class levels.

By sales analysis; we can make the following actions:

Identify the most profitable customers Know which products are selling Analyze market trends and geographic market patterns Know the profit generated by each product Know which divisions of business are selling Identify which salespeople are performing Improve sales forecasting Measure actual performance against quantity or revenue forecasts Analyze tax collections Set targets against customers and / or products Compare against budgets per product group and/or salesperson

By the way; we can decide to maintain and admire the most profitable customers, continue to produce the most selling products, prompt the most valuable salespersons, get precautions according to the trend of the following months’ sales, constitute the budget or make re-budgeting, determine the following targets that the marketing department should provide, etc.

In this regard; SMS marketing is perfect for local and national retailers wishing to promote products or services, provide incentives, and increase customer loyalty and retention. Retailers can send SMS messages to their opt-in subscribers with coupons code inserted directly into the message. Customers can come into the stores and present their coupons right on their cell phones for redemption. This application is very useful for consumers to sale any product in any time at any location, where it helps to increase the sales of the company.

Cost-Benefit Analysis

When consumers make purchases at market prices, they reveal that the things they buy are at least as beneficial to them as the money they relinquish. Consumers will increase their consumption of any commodity up to the point, where the benefit of an additional unit (marginal benefit) is equal to the marginal cost to them of that unit, the market price. The same idea can be used for the companies. A company, which directs its marketing strategy on SMS marketing, wants to get the financial benefit of the application including customer satisfaction. However; when the trend of the earned marginal benefit is going on a reducing direction, the company may decide to give up SMS marketing and consider another methods. On the other side; whether the marginal benefit is going on a positive direction, the company will begin to behave more aggressive way to use more text messages to arrive more customers.

Character Analysis of the Customers

The first step in SMS Marketing campaign is collecting and getting permission to gather cell phone numbers as stated before. Although it is perfectly acceptable to simply have a signup form on the company’s website or retail store with the promise to send valuable offers in return for signup; it is much more effective to come up with a creative tactic that offers more like prizes, memberships, bonus and free stuff. As the comapny build its database of cell phone numbers, try to elicit more than just that one piece of information. Ask for the customers about their hobbies, conventions and then create special announcements based on niche interests. Find out demographics and customize the text messages campaign to that particular cell phone recipient.

In the character analysis; clear purpose and goal focusing, communication skills, time management prioritization and planning, conflict handling and mental attitudes’ information should be gathered by the companies. For instance; a goal focused person, who understands the direction of the organization, makes plans and organizes resources, both of people and materials and plans ahead in a strategic manner; can be directed to the gifts of special days and the text messages can be sent to these customers like in this way. Because these people are living in perfect planning days and they do not forget the most important days in their lives. For this reason; the gifts, which emphasize the special days, should be chosen as a content of text messages in SMS marketing strategy at these companies. In a different example; there are also SMART people, who can be described as Specific, Measured, Achievable, Realistic, and with a definite Time deadline. That’s why these people always calculate the time and the cost opportunity, in which the prices are lower at any location. In this regard; the shopping centers’ activities such as discounting days or other kind of promotions may be announced to these kinds of people earlier by the help of text messages.

This needs to be new specialists that improve themselves of psychology and marketing.

Institutional Risk Analysis

“Most of the banks in the US are not broke, not in trouble, but they don’t trust each other because they don’t know which banks are bad. We’ve got to get the bad ones out.”
William Seidman / American economist and financial commentator

The same situation can be considered for the commercial companies. The expectations will be seen clearly, whether the companies can determine which products are not sold enough, which salespersons are not successful enough, what are the actual and forecasting values of the market, etc. In the same direction; the main idea is to determine which products may not be sold in the following period and what are the actions that can be taken primarily. The methodology of risk analysis can be written as in the following:

Identify risk assessment and prioritize risks Develop strategies to manage risks Develop tactics to mitigate risks Assign responsibility and implement Test effectiveness and evaluate results

Comparative Analysis

Comparative analysis is a tool that uses item by item comparison of two or more comparable issues like processes, products, qualifications, sets of data, systems, etc. For instance; in accounting, changes in a financial statement’s items over several accounting periods may be presented together to detect the emerging trends in the firm’s operations and results. The company, which uses text messages to arrive to their customers, sends SMSs to their available clients primarily. After a time of this application, there are some feedbacks that some of the clients have made trades against the others have not. The results in here should be recorded. In this regard of this situation, the company may change the content of the text messages and then wants to see the results. In this time; the company can take a photo of two different situations and make a comparative analysis by using the quantity of sales, the amount of saved money, the number of sold products, etc. to see the differences and the impact of the contents. After that; the company can determine the following marketing strategy due to the feedback of these results.

Environmental Factors Analysis

The last searching area is to reveal the environmental factors like the changes in interest rates; crisis surrounding in economical, social and political areas; the developments in the rivals; the sales in each product; the demands in the market; purchase power of the public, new investment areas, which are rising in recent period, etc. Furthermore; SWOT analysis, which takes the information as a result of these previous activities and separate them into internal issues (strengths and weaknesses) and external issues (opportunities and threats), is one of the best techniques to understand and evaluate all these activities together. In SWOT analysis, the knowledge is designed to help an organization an understanding how it relates to its external environment. In other words to act as a way of seeing whether the organization is aligned with the world going on around it.

As a result of these analyses, the company should evaluate the available situation and get some remarks for the future. Whether the situation is not good enough or the demands are not expected, the company can trace the following instructions:

a. Constituting an action plan b. Differentiating text messages c. Timing of the text messages d. Differentiating of the product e. Timing of the product f. Determining new marketing strategies g. Finding potential customers h. Evaluating the channels for their potentials, capabilities and reliability conditions

CONCLUSION

Mobile marketing tools are offering easier and more convenient ways with evolving marketing strategies. SMS has been the pioneer in wireless data applications and SMS services were the first mobile data services with a serious impact on the operator’s revenue. The industry has seen tremendous growth and, clearly, messaging will lead the way to profits in 3G as well. Inevitably, the way that revenues from mobile applications are currently shared out will change and become much more versatile.

We can admit that SMS Marketing is a very useful tool for the marketers and a competitive marketing strategy for the companies. However; the main issue is not just to apply text messages to the clients. The focal point is to send the right value of contents, at the right time, at the right location, to the right customers with the right effect. Also; after sending them to the clients; the enterprises should follow the marketing auditing like marketing statistics by applying some analysis whether the text messages are effective or not. If there are some problems with this type of marketing strategy, the enterprise should review its’ all ongoing processes to understand where the problem is.

The reasons of failure/triumph should be investigated. After the determination of these, the cautions should be taken into a contingency plan, the actions should be revised and the new applications should be done. If all these processes such as taking pre-cautions, monitor the applications in an analysis approach, etc. are taken into consideration in a systematical approach, we think that SMS Marketing will become a very powerful and indispensible tool for the applicant enterprises. On the other hand, most of the forecasts show that data-related services are increasing its value especially in the means of revenue of the mobile operators. Moreover, picture messaging and visuality has taken off, and MMS is a natural progression of these facts. The fact that the consumer preferences are moving fast towards visuality especially with services like Youtube, Video Messaging Services can be the new concept for the mobile world and the mobile marketing strategies.

Multimedia Messaging Service (MMS) is a new form of communication that combines rich content, such as audio and video clips, photographs and images, with text messaging. It is an end-to-end application for person-to-person mobile messaging, mobile-to-mobile, mobile-to-Internet and Internet-to-mobile. It is good news for service providers, as they can now improve their existing text-based services by adding rich visual content. MMS will be a key mass-market revenue generator for content providers, mobile operators, application developers and advertisers, while for users it will provide a way to capture a moment of time and share it with others.

From the users’ perspective, a successful MMS launch needs the terminal to be set up ready to use from the minute he or she walks out of the store with it. An operator can meet this expectation by offering automatic terminal provisioning over the air through its own network and today, Turkcell, the leading operator in Turkey is offering this service over the air. In addition, operators need to educate end users, not only on how they can send and receive MMS messages but also how they can discover and subscribe to MMS content services. Operators can create service packs, set-up content service demos provide customer training and competitions in retail stores, as well as at relevant events such as festivals and concerts.

REFERENCES

Gustafsson, . & Lenman, AEricsson’s enriched messaging architecture, Ericsson Review No. 2, 2007.

SMS (Short Message System) Mobile Technology, International, White Paper SPG Media Group PLC, 2008.

http://www.marketingpundit.com/MktgLessons_files/Introduction_to_Marketing_Planning.pdf

Piercy, N. & Giles, W “Making SWOT Analysis Work”, Marketing Intelligence & Planning, Volume: 7 Issue: 5/6, 1989

How to Conduct a SWOT Analysis, Dr. E.J.Keeley, Executive Director, Institutional Effectiveness and Research

Codling, S. Best Practice Benchmarking, gowerpub.com, 1995

Kotler, P Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall, 1988

http://www.marketingteacher.com/Lessons/lesson_objectives.htm

Borden, N. H “The Concept of the Marketing Mix”, Journal of Advertising Research, 4, June 1994: 2-7

http://www.businesslink.gov.uk

http://www.mobilestorm.com/sms-marketing

http://www.textsmsmarketing.com

http://www.mobilesmsmarketing.com

http://www.plusone.com.au/smsstudies.php

http://www.mobiltim.com.tr/sms_cilginligi.pdf

MMS entering into the next phase, White Paper, Nokia Corporation, 2003

http://www.sign-up.to/0308.php?k=sms-marketing&PageID=8631

Copernicus Marketing Consulting and Research, Bringing Science to Marketing

McDaniel, C.D. & Gates, R. H Marketing Research Essentials, Published by Taylor & Francis, 1997

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About the Author:

Gonca TELL YAMAMOTO is an associate professor in the School of Applied Sciences at Okan University. She is a head of Information Sciences and Technologies Department at Okan University. She is also coordinating Okan University Distance Education Center at present. She was formerly founder and director of Social Sciences Institute of Okan University, Turkey.Her blog is http://goncatelli.blogspot.com

Grkan KOYUNCU, who was born in 1980 in Turkey, is a PhD student in departmant of Engineering Management at the Marmara University. He graduated in Systems Engineering from Yeditepe University. Then, he graduated from Engineering Management in master program of Marmara University and he studied on selection and evaluation of supplier in supply chain management as a master thesis. He is working as a Chief of Production Planning in an automotive company.

Eda KURT who was born in 1980 in Turkey, is a PhD student in departmant of Engineering Management at the Marmara University. She graduated in Industrial Engineering from the Istanbul Technical University. She studied the knowledge management and information in master thesis. She is working as a SAP ( it is an ERP program) consultant.

Emrah ELMAS who was born in 1978, is a PhD student in departmant of Engineering Management at the Marmara University. He graduated in Industrial Engineering from the Istanbul University. He studied Baruch College, City University of New York (CUNY). He is working as a key account manager in Turkcell, Istanbul, TR at the moment.

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3. A-Sun 29/08/2010

I agree with Brad, if you guys don’t mind, I’ll do the same thing at http://www.twicketer.posterous.com

2. A-Sun 29/08/2010

Nice article! This is way we integrated a small, but powerful SMS feature to our mobile website.

http://twicketer.posterous.com/create-your-own-sms-keywords-to-promote-your

Thanks

1. Brad Down 22/06/2010

Excellent and very detailed. Have shared it on our SMS Marketing blog at http://blog.burstsms.com I am sure our users will find this information very useful. Thanks.

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Gonca TELLİ YAMAMOTO is an associate professor in the School of Applied Sciences at Okan University. She is a head of Information Sciences and Technologies Department at Okan University. She is also coordinating Okan University Distance Education Center at present. She was formerly founder and director of Social Sciences Institute of Okan University, Turkey.Her blog is http://goncatelli.blogspot.com

Gürkan KOYUNCU, who was born in 1980 in Turkey, is a PhD student in departmant of Engineering Management at the Marmara University. He graduated in Systems Engineering from Yeditepe University. Then, he graduated from Engineering Management in master program of Marmara University and he studied on selection and evaluation of supplier in supply chain management as a master thesis. He is working as a Chief of Production Planning in an automotive company.

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The Pros of Internet and Mobile Advertising

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The uniqueness of any internet and mobile marketing campaign is superior media planning and tie-ups with several websites (especially for internet advertising) or ad networks bringing a platter of relevant websites/ ad networks to the Brand, thereby bringing the Brand closer to its prospective buyers.

Advertising in Internet and Mobile media is a little different from advertising in another means. Internet and Mobile Advertising provides you reachable options and solutions to any kind of query that you have for any brand. Let us have a look at the few pros of Internet and Mobile Advertising below. Benefits of Internet and Mobile Advertising Provides immediacy: Internet and Mobile advertising successfully helps you reach out to your target customer more effectively than any other means of promotion.

Various advertisers indulge in internet and mobile advertising as it provides immediacy within a short amount of time. Adheres to your budget:Whether you are a small or big brand owner any mobile and internet advertising campaign cohesively adheres to your defined budget. Once you choose your budget and type of Advertising, the mobile and internet ad agency will keep a strict check on it. As you cross the maximum budget or end date, the particular agency will stop your ad campaign. Flexible budget: Budget is important for any ad campaign. Mobile and Internet ads offer flexible budget for your ad campaign. If you want to advertise your brand at a flexible budget, mobile and internet advertising option is the best budget fitting means of promotion.

Conveys articulate brand message: Mobile and Internet Ads use short and articulate brand message to communicate to its target group. This is one striking pro of this tool of advertising. In addition, Mobile and Internet advertising provides exact estimation of your campaign. Mobile advertisers also provide you blind and detailed reports of your campaign which helps in evaluating the over-all promotional activity of your brand or service. Mobile Advertising In Vogue Mobile Phones are the latest adopted tools of advertising in the market. Mobile Advertising is in vogue. Big and Small advertisers indulge in this tool of advertising with a viewpoint that mobile ads offer the most successful means to reach a new pool of target customers or to interact with existing customers.

A mobile is a personalized device of an individual. Hence, it renders immediacy to the advertisers while promoting a brand or business through this particular medium. Advertising to the potential customers via their most personal information source i.e. mobile device is the most effective tool of marketing. Advertising through mobiles reaches and influences the targeted customers with a richer impact. In mobile advertising, you can also have a control where your ad is seen and also track response and create mobile-specific landing pages for your products and services. Mobile ads reach your audience in minutes. As a mobile advertiser you can set your own precise targeting by specific keywords, locations, customer’s interest etc. One major benefit of mobile advertising is that you can easily manage your costs and success through real-time and coverage.

Mobile Ads are in vogue in the market. Several business holders, entrepreneurs, advertisers are adopting this technique of advertising for a richer and effective impact upon their target customers. Mobile Sms advertising campaigns are exclusively carried on. Business or brand holders do not hesitate to make heavy investment in this type of advertising as they find credible results out of every ad spend. However, advertising through mobiles is not expensive as compared to other mediums. Hence, mobile advertising can be embedded along with other promotional tools to endorse a brand, service or business. Mobile advertising coupled with internet advertising will not only promote your business to the target group but will also provide them an engaging brand experience.

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Mobileandinternetadvertising.com (MAD) offering you the advertising. Here you can find extensive resources on in the form of Mobile advertising , Internet Advertising, online advertising, Advertising India, SMS mobile advertising, mobile advertisers, mobile marketing, Banner advertising.

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Increasing Mobile Data Usage Fuels Growth In The Mobile And Wireless Market

Bluetooth Marketing System — Tue, 22 Feb 2011 12:33:07 +0000

Increasing Mobile Data Usage Fuels Growth In The Mobile And Wireless Market

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Home Page > Technology > Cell Phones > Increasing Mobile Data Usage Fuels Growth In The Mobile And Wireless Market

Increasing Mobile Data Usage Fuels Growth In The Mobile And Wireless Market

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The mobile and wireless industry in South Asia, Middle East, and North Africa is at different penetration and competition levels. South Asian countries (India, Sri Lanka, Bangladesh and Pakistan) are characterized by low mobile penetration rate, and have presence of cluster of operators. Whereas most of the countries in MENA region have surpassed 100 percent penetrations mark even under controlled competition or duopoly environment. However, all these markets are under growth phase experiencing a downward pressure on average revenue per user (ARPU). Therefore, telecom service providers are unleashing attractive packages to add value to mobile data services to stave off ARPU decline.

New analysis from Frost & Sullivan, Market Engineering Research for Mobile and Wireless Market CY 2008, finds that total market revenue for covered list of countries is over billion in 2008 and estimates this to reach over billion in 2015.

Although the customers are benefiting from the declining call rates and innovative tariff plans, low calling rates are pressurizing the mobile operators, due to the decline in revenue margins.This is likely to result in consolidation in some of the markets like India and Sri Lanka.

India has the highest subscription growth rate, followed by Sri Lanka, Bangladesh, and Pakistan. Low penetration levels in South Asian countries are indicative of the huge untapped market and will translate into high subscriber growth rate in these countries between 2009 and 2015. Most of increased base will be on prepaid services resulting in further rise of prepaid subscriber percentage in these countries.

High uptake of services such as MMS, mobile web browsing, call conferencing, call forwarding, call waiting, mobile banking, and access to other data services are enhancing the outlook for mobile data services market.The rollout of 3G services in some of countries is expected to further bolster market progression.

Israel, with 15 percent data revenue contribution, ranks first among the covered list of countries in the Middle East and North Africa (MENA) region, in terms of data usage. This is attributed to the difficulties of growth through new customer acquisition and voice tariff competition. Therefore, operators are focusing on mobile data and extending their services to provide bundled services.

Barring Israel, all other countries in MENA region prefer prepaid subscription. New mobile operators are introducing services at low prices, especially in the prepaid segment, driving the growth of prepaid subscribers in these markets. Prepaid subscription is well accepted by all the income groups, especially the low-income group, due to the low initial sign-up amount and flexibility in usage.

Intense competition has prompted participants to decrease tariffs, in order to acquire or maintain their market share. To acquire subscribers, operators are launching new schemes and plans with low call rates. With the decline in tariff and handset prices, affordability of the customer is increasing, irrespective of the income of the customer, significantly boosting mobile subscription growth.

Leveraging larger economies of scale is vital for operators to stay afloat despite shrinking profit margins.Telecom service providers in India are sharing towers and base station location sites, and this trend is expected to gain traction in few other countries also.

Market Engineering Research for Mobile and Wireless Market CY 2008 is part of the Mobile & Wireless Growth Partnership Service program, which also includes research in the following fields: Mobile Value Added Services (MVAS), Telecom Passive Infrastructure Market, Enterprise Mobility Market in India, and An Assement of Potential 3G Market in India . All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.

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How to Connect to a Mobile Broadband Antenna

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Mobile Marketing With Text Messaging

Bluetooth Marketing System — Tue, 22 Feb 2011 12:32:59 +0000

Mobile Marketing With Text Messaging

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Home Page > Marketing > Social Marketing > Mobile Marketing With Text Messaging

Mobile Marketing With Text Messaging

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The prospect of launching your first mobile marketing campaign can be downright scary. Mobile is a new platform, with new conventions, new language, and new metrics. Perhaps youve read a white paper in the past. It was probably dozens of pages long and filled with incomprehensible jargon. It discussed mobile marketing campaigns that promised paradigm shifting results. The only problem with the paper was that the campaigns it spoke of were dauntingly complex, and they seemed to rely on technology that has yet to truly arrive. Moreover, they were expensive, and they necessitated that you put your business in the hands of an expensive marketing firm.

We understand where you are coming from. And that is why we put together this Ez Guide To Mobile Marketing With Text Messaging. What makes this paper different?

Simplicity: Mobile Marketing encompasses a number of exciting different methods, from mobile video to location-based advertising. The problem with these methods is twofold: they are unproven and require consumers to possess sophisticated devices, and they are incredibly complicated for businesses to implement. Thats why we like to focus on SMS. Text messaging bypasses these hurdles. Nearly every mobile phone supports text messaging, and with 600 billion text messages sent per year in the United States, a majority of consumers are familiar with the technology. Do-It-Yourself: Mobile Marketing does not need to be difficult. This guide will show how you can quickly get started with a Do-It-Yourself (DIY) solution that wont sacrifice any of the power and effectiveness of an expensive, agency-run campaign. Cost: In economic times good or bad, you always want to keep a careful eye on the return on investment (ROI) of your marketing campaigns. DIY mobile marketing with text messaging fulfills this goal in two ways. First, text messaging is inexpensive. Rates per message are as low as a few pennies each. And second, you can use a powerful DIY mobile marketing software package to carefully monitor costs and response rates in real time.

Ready to learn how easy it is to launch your first mobile marketing campaign?

About Ez Texting:

Since 2006, Ez Texting has led the mobile marketing industry in providing a simple, affordable text messaging platform for small to medium-sized businesses. We proudly offer the only US-based turnkey online solution that allows clients from all industries education, hospitality, religion, politics, non-profits, technology and more to develop and execute a text messaging campaign within minutes.

Own a fast-food franchise and need to send instant coupons to hungry customers? Organizing a weekly soccer league for your kids and want a quick way to communicate with fellow parents? Looking for a way to capture incoming leads for your sales team? Look no further.

Using our powerful platform, clients can setup SMS alerts, voting, contests, polls and much more. Get instant feedback from your members right to your Ez Texting inbox with our true 2-way messaging capabilities. And with the easy-to-remember shared short code 313131, setting up keywords is a breeze. We also offer advanced API and dedicated short code options.

Ez Texting currently supports messaging to the US and Canada for a rapidly growing client base of over 40,000 users.

A Note From Shane Neman, CEO of Ez Texting, Inc.

A few years ago, the term mobile marketing was a concept far too esoteric and technical for businesses to grasp, let alone attempt to implement in-house. Ez Texting offers a web-based mobile text messaging platform for businesses. Heres how it works: You connect to Ez Texting online, tap out a message and then it is sent out to your intended audience (customers, organization members, employees, etc). For marketers, customers on the receiving end can choose to either ignore the note or respond to the promotion.

When a local sales team from Jostens, the yearbook and class ring company, recently used Ez Texting to remind students in the Puyallup, Wash., area about payment due dates, the number of people who paid for the companys graduation products ahead of schedule rose by as much as 40%. Because of that success rate this Jostens team scrapped its direct mail campaign, saving it roughly ,000 in postage.

We love helping people reach that “Aha!” moment. So many clients come to us with ideas they can only conceptualize. It’s rewarding to present them with techniques that can help their ideas evolve into real results.

We also love educating customers about what exactly mobile marketing is, how they can use it and showing them what kind of results they can expect. That’s a big feat for a small team of people, but we have managed to help over 40,000 customers and continue to do so every day.

- Shane Neman
CEO, Ez Texting, Inc.

What Is Mobile Marketing & Why Is It Different?

Mobile Marketing is, simply put, the practice of extending your marketing efforts to mobile devices. Today mobile devices primarily means mobile phones, including smart phones such as the Blackberry and the Apple iPhone. In the future we will likely see full-fledged mobile computers, with persistent connections to the Internet. Such devices will offer a rich media marketing platform. However, those services are not yet here on a meaningful scale. For example, less than a quarter of Americans have ever browsed the mobile web And this represents the fundamental conundrum facing your firm when you consider whether to launch your first mobile marketing campaign. Youve heard that mobile marketing is the future of advertising, but just not yet.

Only thats not the case.

Contrary to what you may have heard, Mobile Marketing is here, and savvy firms, from Fortune 500 companies to small businesses, are already running successful mobile campaigns. SMS Text Messaging is the key to this puzzle.
Nearly every phone in the United States supports text messaging. Over half of all

Americans have sent or received a text message. The average mobile phone subscriber sends nearly 200 text messages every month. When you look closer, at the prized 18 29 demographic, the adoption rate is even higher, edging toward saturation at 85%. Among those 30 49 years old , the adoption rate is at 65% and climbing

So Americans are clearly texting. But what do they think about being marketed to via text message? In a recent Direct Marketing Association survey, 70% of the sample revealed that they had responded to a marketing text message. To put this in perspective, the DMA adds that only 30% of those surveyed responded to a marketing email.

Why are consumers so eager to respond to marketing text messages? The answer reveals the value text messaging offers to both you and your customers:

Its Interactive 21st century marketing is about having a conversation with your customers, rather than shouting at them. A world saturated with intrusive advertising like spam, pop-ups, and commercials has overwhelmed consumers. Increasingly, they tune out messages broadcast to a wide audience, whether by using digital video recorders to skip past commercials, or simply by ignoring the banner ads on their favorite website. Its Personal – Your customers expect you to speak to them, and text messaging allows you to reach them individually, whenever, wherever, in the palm of their hands. This reach is of value to you the marketer. It also is of value to your customers. With a few taps of their thumbs they can respond to whatever message that you have sent them. With text messaging you can build relationships with your customers. Its Immediate Text Messaging, like Twitter, and Instant Messaging, is blazingly fast. With text messaging you can communicate with your customers as speedily as they are now accustomed to living. You can also move quickly. Say you are a winter wear shop and you see that today a snowstorm is on its way. In less than five minutes you can send a text message to your customers containing a special offer on hats and gloves. Its Trackable When you send out text messages to your customers you can see, in real time, who has responded to your message. Its New - Although thousands of companies large and small are already marketing to their customers via text message, the medium is still in its infancy. If you act now, you are letting your customers know that you are a forward-thinking firm. Your marketing efforts will break through the traditional clutter. What Is The Value Proposition?

Mobile Marketing comes in many different flavors. For the vast majority of businesses, we think that text messaging is the best way to reach your consumers. In order to give you a quick overview of your options, below we walk you through the forms of mobile marketing other than text messaging that are available, explaining their pros and cons.

Advertising on the Mobile Web Many prominent websites now offer custom tailored sites for mobile phones, via WAP, and specially designed iPhone or Blackberry sites. The problem is, less than a quarter of Americans use the mobile web. This seriously restricts the reach of your mobile advertising campaign. Furthermore, when you design a banner ad for the mobile web you need to make sure that it will display correctly on thousands of different devices, made by over a dozen different manufacturers.

If your firm does decide to build its own WAP site, you can easily integrate it into your text messaging campaigns. Bluetooth/Infrared In recent years a number of brands have rolled out Bluetooth and infrared marketing campaigns. In a typical scenario, a street advertisement will offer consumers the opportunity to receive marketing content wirelessly at the hotspot. We have seen such initiatives from Discovery Channel and Pepsi using New York City bus stop shelters. These campaigns, while technologically innovative, are rare. Location Based Advertising Many mobile phones are equipped with Global Position System receivers. In a typical scenario, a store may send a special offer to a consumer when they are in the neighborhood. This technology is growing in popularity overseas, but it is very much in its infancy in the US. Multimedia Message Service (MMS) Most mobile phones support multimedia messages, which can contain text, sound, images, and even video. The iPhone, notably does not support MMS. The downside to MMS marketing is that receiving such messages can be costly to consumers. Furthermore, different networks and different devices conform to differing standards, hindering simple, ubiquitous campaigns. Successful MMS campaigns are typically run on-deck, which means that they confined to a single carrier. Although running an on-deck campaign allows you to leverage the power of MMS by conforming to a particular carriers technology, you are limited to that carriers customers Mobile Search Marketers familiar with Cost Per Click (CPC) search advertising programs such as Google AdWords, may be aware that these programs are now available on the mobile web. Extending your CPC search campaign to the mobile web presents numerous challenges. First, mobile search suffers the same reach drawbacks as mobile advertising. Furthermore, the major cellular carriers hope to keep searches in house, rather than ceding their users to a mobile search engine; and when consumers search on their mobile device their intentions are very different than when they are sitting at their desktop. Mobile Gaming Consumers have begun to embrace gaming on their mobile phones. Some firms have begun to advertise within freely available games. Mobile gaming is certainly popular, but it does not offer scale. Furthermore, your firm may have difficulty finding suitable placements.

As you can see, all of these marketing formats have serious drawbacks. We would not be surprised to see them become more viable in the future. For now though, none of them offer the reach, the simplicity, and the low cost of text messaging.

Now lets take a look at mobile marketing with text messaging: You Can Do-It-Yourself Small and medium businesses that do not have the inclination or the resources to work with a marketing agency can launch a text messaging campaign in-house using a simple web-based software/service like Ez Texting. All you need is a web browser and a credit card to get started. Text Messaging Is Inexpensive The cost of text messaging is important to you and your customers alike. Sending out a mass text messaging campaign is inexpensive (prices as low as a nickle per message). Receiving text messages comes at a very low price as well: most mobile phone plans include at least a few hundred messages per month, and additional messages cost only pennies to receive. Heavy texters most of whom are concentrated in the 18-35 age group are likely to have unlimited message plans. High Penetration Rate Half of all Americans are already texting, and even those who dont text are almost certain to own a phone that supports text messaging. Over 250 million Americans own a mobile phone, and nearly all of them are ready to receive your message. No other type of mobile marketing can match text messagings reach. Begin The Conversation With Text Messaging Other types of mobile marketing will grow in importance in the future. If you start text messaging with your customers now, youll have the relationship (and data) in place to reach them in new ways in the future. How To Start Your Text Message Marketing Campaign In 9 Steps

As this is the Ez Guide to Mobile Marketing with Text Messaging we hate to complicate things, but we do need to help you understand an important difference between the two common types of text message marketing campaigns. Dont worry the difference is simple, but as you will see, the steps that you will take to get started will vary based on the type of campaign that you are planning.

There are two types of text messaging campaigns: pull and push. In a push campaign, your firm starts off with a database of opted in phone numbers. A pull campaign is designed to build a database of phone numbers for future use.

Pick A Firm Can they handle volume; do they support all carriers; do they offer easy-to-use software; do they offer advanced features you may want to use down the road? Target The Customers/Members You Would Like To Reach The power of marketing with text messages is that it allows you to reach the customers you want to reach. Figure out who they are before you design your campaign. (If you are conducting a push campaign, you already have these customers phone numbers. If you are launching a pull campaign, you will design the campaign to best reach your target customers) Setup A Means To Collect Numbers There are three ways to collect phone numbers. You can direct your customers to opt-in by sending a message with your keyword to a short code; you can collect customer phone numbers using a web widget; or, if you are conducting a push campaign, you can easily import previously collected phone numbers into your campaign database. Choose A Keyword A Keyword is a short word (which may include numbers) that customers send a text message to, in order to join your list. An example would be: ‘Text KEYWORD to SHORTCODE to join our text messaging list.’ When you select a mobile marketing firm to work with, such as Ez Texting, they will allow you to use their shared Short Code. In Ez Textings case this code is 313131 Feel free to give this a try! Text EZ to the number 313131 and see what happens. Choose A Good Call To Action (CTA) You want to offer your customers value in return for joining your database. A typical CTA might go: Text KEYWORD to SHORTCODE to join our text messaging list and receive 10 percent off your next purchase at the boutique. Design Your Promotional Efforts Your mobile marketing campaign can stand alone, or it can compliment your existing marketing campaigns. Keep It Simple! When you send out a mass message, keep it simple. You have 160 characters. Use them wisely. And always send a test message to yourself! Always Allow Your Customers To Opt-Out When you first text your customers you need to let them know how to Opt-Out from receiving future text messages. This is usually accomplished by replying STOP to one of your messages. Track Your Results When you run a campaign you are going to collect a lot of data response rates, time of day, and other data points. Use that data to design your next campaign and youll achieve even greater ROI! The Value Of Do-It-Yourself (DIY) Mobile Marketing

As weve already shown you, Mobile Marketing with text messaging is easy. There are other advantages, beyond ease of use, to DIY text messaging:

Ease Of Use A Mobile Marketing package like Ez Texting is simple to use. It is web-based, which means that there is no software to install. You can check on your campaigns and launch new ones from any computer with an Internet connection or even directly from your own cell phone. Cost Effective Our current economic climate is extremely challenging. There is a good chance that your customers are spending less. Meanwhile, your competitors are cutting prices, hoping to make whatever money they can. When you start looking for places to cut corners, your marketing budget often winds up in the crosshairs. A DIY mobile marketing campaign allows you to keep talking to your customers without the upfront costs of traditional ad buys. You cant afford to stop advertising, and text messaging allows you to eschew expensive, untargeted campaigns in favor of inexpensive, targeted campaigns. Many Ez Texting clients tell us they were able to cut back on other, more costly advertising methods once they built an effective database of opt-in customers. Control Everyone needs a helping hand every now and then, and a premier mobile marketing firm like Ez Texting is always there to help you get started and answer your questions. What you dont need is an expensive agency to do things you can do yourself, on their terms, instead of your own. Ez Textings software allows you to conceive and send messages on your own. Even more importantly, you control every dollar that you spend. Data When you run your own mobile marketing campaign you control your data. Names, phone numbers, response rates whatever data you collect, it is all yours. Do not rely on an agency to provide you with your data upon request. Campaigns That Are Uniquely Yours Instead of allowing an agency to repurpose a cookie-cutter campaign, with a DIY solution you (or your marketing team) design campaigns that fit what your company does and what it represents. Text Message Marketing That Goes Beyond Mere Messages

SMS Text messaging is the most popular and effective form of mobile marketing because it does exactly what it is supposed to do. You can achieve great ROI doing nothing more than occasionally texting your customers with notices, reminders and offers. But, as you will see, there is so much more that you can do. Importantly, for you and for your customers, all of these compelling methods keep things simple.

Mobile Couponing – Invite customers to text in your keyword to receive instant coupons that they can display in your store for a discount. In numerous surveys, consumers report that they are especially open to messages that offer value. Contests Commonly referred to as Text-2-Win, a mobile contest offers consumers the opportunity to text in to win a prize. Ez Textings software includes built-in contest functionality, allowing you to randomly select winners or to offer prizes to the first x number of entries. Every person that texts into the contest will be added to your database of phone numbers Voting & Trivia – Interacting with consumers often produces the most successful marketing campaigns. Not only do Voting & Trivia allow customers to put in their two cents on a topic, but you collect valuable demographic data about your target consumers likes, dislikes and personality trends.

Tips & Tricks To Turbo Charge Your Mobile Marketing Campaign

Do-It-Yourself mobile marketing with Ez Textings software is simple. That does not mean that our software isnt extremely powerful. After spending a few minutes sending out experimental messages, youll be ready to try out some of our advanced features:

Message Forwarding The messages that your customers send you can be forwarded to your email address or directly to your own mobile phone. Radio stations use this feature to relay song requests to DJs. Churches set up forwarding to a cell phone for anonymous prayer requests during church services. Send Messages From Your Phone When you just cannot get to a computer with an Internet connection you still can send out messages to your database of customers. This is perfect for one-the-go clients and marketers. Busy working the floor at a convention or a trade show? Send out timely messages to your clients from your mobile phone. Message Scheduling If you know that you want to send out a message at some time in the future, just enter it into the system, schedule it, and then when the time comes the message will be sent out automatically. Web Widget - A fully customizable signup widget allows patrons to join your text messaging database from any website, email blast, MySpace or Facebook page. This security-enabled widget only subscribes unique, active cell phone numbers. Simply copy and paste the widget and you are done! Random Sends Running a special offer? Only want to hit some of your customers? With a random send the Ez Texting software will send out messages to x number of random phone numbers in your database. Application Programming Interface (API) Generally API is for advanced users only. If you dont know what an API is, it is probably best to skip to the next page. Through your Ez Texting account, you can use our API to integrate the sending and receiving of text messages with your own website or application. This is helpful for firms with existing platforms, such as doctors offices that wish to add an SMS notification system to their CRM tool.

Look Whos Texting

As we said in the introduction to this guide, mobile marketing with text messaging is already here. Businesses large and small are running campaigns this very moment. Last year, SuperStop USA, a gas station in St. Paul, MN, launched one of our favorite Ez Texting powered mobile marketing campaigns:

SuperStop USA When gas prices are scheduled to go up, SuperStop USA owner Tony Donatell knows in advance. He believed that his customers would make it a point to fill up their tanks at his station if they were alerted in advance of the price increase. What Mr. Donatell needed was a way to quickly reach his customers with this information.

SuperStop USA found a solution with an Ez Texting powered program called Gas Alerts. To attract subscribers, the station deployed Point of Purchase (POP) displays featuring their CTA, ranging from in-store signs at the registers to promotional posters outside at the pumps instructing customers to text GAS to 25827.

Super Stop amassed over 70 subscribers in less than two weeks. They reported a response rate greater than 20% for each text message blast. The program is still going strong a year later.

The following three campaigns were some of 2008s most prominent and successful mobile marketing efforts:

American Idol A few years ago, the producers of American Idol and AT&T teamed up to allow Idol viewers to vote on their favorite contestants via SMS. In 2008, fans voted in record numbers, sending in 78 million text messages. In 2008, AT&T expanded their Idol efforts to include voting reminders, trivia, a TXT-n-Win sweepstakes promising the winner ,000 cash and a trip for two to the Idol series finale in Los Angeles, and contestant ringtones and video clips featuring outrageous audition moments.

President Barack Obamas 2008 Election Campaign Political historians will be studying Barack Obamas historic campaign for decades to come. There is one thing that everyone already agrees upon Obamas New Media team leveraged the web, social networks, and text messaging in unprecedented ways to communicate with supporters, recruit donors, and enhance get-out-the-vote (GOTV) efforts. Famously, the Obama campaign announced their Vice Presidential selection of Joe Biden to opted in subscribers via text message. The message went out to 2.9 million mobile phones. The phone numbers went into the campaign database.

Finally, when Election Day came, supporters received text messages reminding them to vote. This was much more than a nifty way to end a campaign that exploited text messaging so successfully research has found that SMS is more effective than all GOTV methods other than old fashioned door-to-door canvassing. Canvassing may be more effective at turning out votes, than text messaging, but it costs nearly 20x as much per recruited vote.

The American Red Cross The American Red Cross raised 0,000 dollars in 2008 with its Text 2HELP program. The program is activated during major disasters. According to The Wireless Foundation, subscribers of participating wireless carriers can send a text message to “2HELP” (24357) containing the word “GIVE.” A tax-deductible donation will be made to the American Red Cross for disaster relief efforts. Donations will appear on customers’ monthly bills or be debited from a prepaid account balance.

In 2008, the Text 2HELP campaign was advertised across various communications channels, and received its biggest boost when both Presidential candidates called their constituents to action. During the Republican National Convention, Mike Duncan, the chairman of the RNC, asked convention attendants to take out their mobile phones and text in a donation. The Obama campaign leveraged their own text messaging campaign to aid the Red Cross, sending their entire database of subscribers a message asking them to text GIVE to 24537 (2HELP).

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Since 2006, Ez Texting has led the mobile marketing industry in providing a simple, affordable text messaging platform for small to medium-sized businesses. We proudly offer the only US-based turnkey online solution that allows clients from all industries – education, hospitality, religion, politics, non-profits, technology and more – to develop and execute a text messaging campaign within minutes.

Mobile is now finally beginning to deliver on its promise to advertisers. The mobile marketing industry has long predicted the arrival of broadband mobile internet and rich multimedia phones in mass, and we are now seeing consumers understanding, interest and use of these technologies deepening daily. In this video we examine what exactly is Mobile Marketing, how did it start, the current mobile marketing landscape, mobile strategy concepts, tactical solutions & typical results organizations may expect from their mobile campaigns.

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