How to implement an ethical, smart mobile campaign

The ‘best' common practice in today's mobile environment is to send people unwanted SMSes, but Colorado-based Kim Dushinski warned against it.

“Always get explicit permission before sending text messages, make use of opt-in and opt-out, and avoid false advertising,” Dushinski said by video-conferencing at the Thinking Mobile Conference hosted late last week at the IDC Conference Centre in Johannesburg.

Consumers can retaliate

“Follow MMA's best practices guidelines by visiting www.mmaglobal.com/bestpractices.pdf,” she advised, adding, “Don't send people spam; it makes your potential customers angry and can ruin mobile marketing for everyone. And one day it might happen that you don't get away with it,” she said, providing a case study of Satterfield vs Simon & Schuster in which a consumer won US$90 million lawsuit (tr.im/rhCn).

Dushinski reminded mobile marketers that they should not only settle for brand awareness, but take advantage of the many benefits and opportunities mobile marketing can offer.

She said one can also use mobile marketing to build a powerful email list. “New email users want to get email - so offer something to them they want to get (people want something that can enrich their lives).

“Branding landed pages (so what?), click to video (cool), click to call (yes).”

She said companies can get their customers in the door, build their list (capture personal information) and get on their phone (download a promotional ring tone, wallpaper or interactive game).

“Actively promote email campaigns to build a powerful mobile email list,” she said.

Keep your customers' needs and wants uppermost

Statistics show that 39% of the South African mobile market now has access to email without needing a computer.

“Remember that the golden rule of mobile marketing is to keep your customers' needs and wants in mind first and let your marketing goals come second. Your job is to provide both value and marketing,” said Dushinski.

“Be harmonious from start to finish, offer relevant value when and where customers want/need, provide clear direction about how to participate with campaign, and give a strong call to action.

“Also don't assume that your customers will magically find your mobile campaign. It is not enough to put it out there, you must actively market it,” she said, adding, “Be relevant (for instance don't mix drinks and food with cars).”

Bizcommunity.com was a media partner of the Thinking Mobile Conference Series. For more, go to www.mobilemarketingwinners.com and www.mymobworld.com.