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3295.quirk emarketing mobile_marketing101_ch11 3295.quirk emarketing mobile_marketing101_ch11 Document Transcript

  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignPlanning a Mobile MarketingCampaignIntroductionWhen it comes to executing a successful Mobile Marketing campaign, planning is halfthe battle. Using the right channels to reach your market is important to ensure arewarding investment.The first part of this planning is to ensure that you aren’t labelled a spammer. Muchthe same as email, content received via mobile needs to be solicited. It’s important toremember that you don’t have to be selling or promoting generic pharmaceuticals orfake Rolex watches to be considered a spammer. Though rules and regulations differbetween countries and service providers, it’s important to ensure that your contentand campaigns are always above board.Key Terms and Concepts419 Scam A common scam, gaining it’s name from the Nigerian Criminal Code, 419 scams involve requesting money from an individual on the premise that they will be exponentially reimbursed.Banner An online advertisement in the form of a graphic image that appears on a Web page.Browser An application used to access and navigate through the Internet.CGM Stands for Consumer Generated Media. Another term for Social Media.Data broker Merchant of user data, including phone numbers or other information.Landing Page The page a user reaches when clicking on a paid or organic search engine listing or a banner advertisement. The pages that have the most success are those that match up as closely as possible with the user’s search query.Opt-in Also known as subscribe. Explicitly requesting to receive information from a company. All responsible marketers ensure that only users who have opted in receive their communication. If you haven’t opted in - it’s SPAM!Opt-out Also known as unsubscribe - The act of removing oneself from a list or lists so that specified information is no longer received.ROI Stands for Return on Investment. The ratio of cost to profit. An example of this is advertising spend as a percentage of the revenue that it generates. At this stage, only 5% of the top 500 online retailers based in the US have anRSS Really Simple Syndication. RSS allows you to receive/syndicate m-commerce platform. information without having to constantly open new pages in your browser.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 1
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignSocial Media The media that is published, created and shared by individuals on the Internet, such as blogs, images and video.Social network In the online sense, this refers to a type of website model where individual members become part of a broader virtual community.Spam Unsolicited promotional content.Syndicate Making content available for publication and distribution.Traffic This refers to the visitors that spend time on a website.URL Stands for Uniform (or Universal) Resource Locator. The unique address of a site or web page on the Internet. For example http://www. gottaquirk.comUsability Usability is a measure of how easy it is for a user to complete a desired task. Sites with excellent usability fare better than those that are difficult to use.W3C Stands for World Wide Web Consortium (www.w3c.org). An organisation which oversees the Web Standards project.WaSP Stands for Web Standards Project, an organisation of individual projects poised to standardise elements of the Web.Mobile StrategyWhen considering your mobile strategy, there are a number of things that you needto take into account. These things need to be planned in advance and implemented asyour campaign takes shape. Define your goals: What would you like to achieve, sales leads, newsletter signups. Remember to think SMART (Specific. Measurable. Achievable. Realistic. Timely.) Research your market: Gain as much market understanding as possible to ensure that your approach is correct. Plot your presence: Decide what mediums to use (MMS, mobile website, Social Media), and how to cross-pollinate between them. Define your message: What tone and angle are you going to take to inspire your target audience to get involved? Create sharing opportunities: Create share points, and invite users to share your content or information between handsets or platforms easily.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 2
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing Campaign Feed your campaign: Fan the flames by releasing updates and encouraging renewed interest. What are white lists? In short, a white list is a database of authorised email or IP addresses Track, analyse and optimise: Mobile Marketing is great in that it allows for that are excluded from the spam filters and other protocols. Not only are blocked precision analysis and tracking, making campaign optimisation an ongoing messages not seen by the recipient, but they process. still cost the money.Permission Based Marketing – Not Spam When sending out legitimate marketingSpammers use wily tactics to bypass filters which could be set up by the Internet messages to a willing audience, it might be worthwhile to include instructions on whiteservice provider, the mail provider or the individual. Often, these messages don’t listing, during the sign up process to ensureeven contain sales content. that your communications are not lumped in the recipients automated spam folderIn fact, they are often simply blank or containing misspellings, conversational textand other ‘disinformation’ in an effort to bend the rules, confirm the validity ofaddresses and generally make filtering the channel almost impossible.Permission based marketing involves building up, and communicating with adatabase of consumers who have agreed to be included in your contact list. Thiscuts out the irritation of obtrusive, interruption marketing and advertising for theconsumer. What this means for companies is that there’s a need to drive voluntarysignups and commit to the eradication of spam.Permission based marketing has a high return on investment (ROI) as the audienceare expecting your communication (e.g. weekly newsletter), while the content itself iseasily measurable, segment-able and customisable on a mass scale.Bluetooth MessagingBecause restrictions and limitations vary, we often find that the ‘rules’ of Marketingare based in best practice guidelines, not laws. These rules are often the subject ofmuch debate. Bluetooth messaging, for instance, is a medium with little in the way ofprescribed etiquette.Because the broadcasting of Bluetooth messages, or Bluecasting, is made availableto mobile users in close proximity, there is much opportunity for Location BasedServices (LBS, also sometimes termed ‘proximity marketing’) at shopping centresand other commercial hubs.But at what stage are location-specific Bluetooth messages deemed solicited?Globally, the conventions vary, depending on the local laws, market and consumerexpectations.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 3
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignLike cold calling, people don’t necessarily want to be bothered with a sales pitchfrom a complete stranger. Despite this, in some countries, just having Bluetoothenabled on one’s handset is enough to be seen as open to marketing messages.Other locations use signs to warn patrons of the services, much like locations withCCTV security cameras are required to inform the public. Calls to action are usedon posters and at other promotional points to inform and encourage users to switchBluetooth on and set their phones to ‘discoverable’ mode.Users do have to accept to pair with a device to receive content (although certainolder mobile models didn’t have this setting), thus some argue that Bluetoothmarketing is less invasive than TV or Radio ads.While the pairing confirmation itself can contain a branded device name (e.g. “Wouldyou like to pair with Quirk eMarketing to receive content”), emphasis is also placedon how a user can op-out, often adding themselves to a list of those who do not wishto be bothered.The CAN-SPAM ActAccording to Ferris Research, 1.1 billion SMS-based spam messages were deliveredin 2007 in the US alone, up a whopping total of 38% from the year before.The Federal Trade Commission (FTC) calculated that in 2002 63% of all spam whichincluded an opt-out option did not unsubscribe the user when clicked on or madematters worse.The Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003(or the CAN-SPAM act if you’re in the know) was developed and implemented by theFTC to protect both the sender and receiver of promo content.While spam is a fluid term that changes from person to person, or country tocountry (e.g often known as m-spam on mobile devices), the offending factors whichconstitute spam include: Unsolicited contact Sending adult content Sender misrepresentation Misleading subject lines No opt-out functionQuirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 4
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignThe National Do Not Call registry in the US came about because of the Do-Not-CallImprovement Act of 2007, protecting those who have expressly opted out from any PhonepayPluscommercial communication. PhonepayPlus is a regulatory body based in the UK which helps to investigate andInterestingly, in the European Union, if your mobile number is located on a contact straighten-out landline and/or mobile billingdatabase, under the Data Protection law you have the right to request to view all the discrepancies on behalf of the consumer.personal information collected on you, as well as the source of the data. The organisation also regulates premiumCase in Point services (such as making sure that subscription services are as easy to opt-outIn June 2009, In the case of Satterfield v. Simon & Schuster inc. in the US, it was of than to join), and offers a Code of Practiceruled that promoters must have consent to call the public, resulting in the term ‘call’ for businesses. The document clearlyalso being extended to SMSs. outlines the best practice principles of mobile marketing communication, includingLaci Scatterfield had purchased a ring tone from the mobile marketing firm, but premium services etc.filed a class action lawsuit against Simon and Schuster publishers after receiving an Plus, the PhonePayPlus Number Checkerunsolicited promo SMS for a Stephen King novel, aptly titled ‘Cell’. can verify UK numbers, especially dubious numbers on one’s itemised billing.The case also set the precedent that publishers are to be held accountablefor violations rather than service providers, and that any computer capable ofgenerating and dialling numbers be categorised as an ‘auto dialler’ (also known as awar dialler). This brought the US Telephone Consumer Protection Act of 1991 into the21st century.Terms and ConditionsTucked away in a corner, terms and conditions are essential to conducting businessonline. Important for covering all of your legal bases and portraying your businessas a credible organisation, your terms and conditions should contain everything fromprivacy, copyright and contact details, as well as third-party associations (preferablyreassuring that user information will not be sold to third-parties).How should you go about writing your terms and conditions, specifically for a mobileenvironment? Well, it’s quite a tricky piece of copy to write - but it’s cheaper andeasier to write it yourself and the have a professional look over than have a lawyer towrite your terms and conditions from scratch.Have a look at a range of similar businesses to see what the normal points ofimportance are, and be truthful about your intentions. If you intend to keep personalinformation private, state so clearly.Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 5
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignCase Study: Dizzee Rascal and Blyk UKSometimes dialogue can be the best solution to improving awareness and creatingconsumer demand, before the product or service has even been launched.Dizzee Rascal (Dylan Kwabena Mills), a rapper and producer from East Londonjoined forces with Blyk UK, to promote his “Dance wiv me” single – together theyplanned a campaign that proved a huge success.Blyk is not so much a mobile advertising platform as it is a mobile engagementplatform. Aimed at the younger generation, Blyk has databases of subscribed userswho choose to accept quality information and valuable content such as special offers– rather than advertising messages.Targeted fans who had registered with Blyk were sent an SMS teaser, asking simply“Are you feeling Dizzee?”On release day of the single, those that responded to the message were sent anexclusive Dizzee Rascal wallpaper and information on where to buy the single or theTongue “N” Cheek album (iTunes for the single and 7digital.com album pre-order).After release, fans were given the opportunity to use their mobiles to ask the grime/garage rapper questions - the best questions being rewarded with free music.Initially, the teaser SMS campaign was sent out to just under 60 000 recipients, 39%of whom responded positively and 34% of whom downloaded the exclusive DizzeeRascal wallpaper on the day of release.Number one on the UK singles, airplay, dance and R&B charts, Dance Wiv Me wasthe twelfth top selling single in the UK that year, selling 40 000 copies in the firstweek.Never mind the sales as a result of the general buzz; participants of the Blyk UK/Dizzee Rascal mobile campaign represented a quantifiable 6% of the total sales.Further Discussion Where does one draw the line between solicited and unsolicited Mobile Marketing communication? What are the advantages of a mobile commerce platform complimenting a conventional purchasing system? What legal bases should you cover for your unique mobile operations? How can tracking and measuring help you redefine your tactics towards success?Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 6
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignWhat’s Up Next?Mobile 101: Chapter 12Mobile IntegrationHaving a mobile presence is one thing, but integrating your channels andimplementing advanced methods can greatly help with your success.Take a closer look at some techniques and tools to optimise your presence andstreamline processes in the final instalment of the Mobile 101 series.ReferencesEpic.org [October 24 2008] SPAM - Unsolicited Commercial E-Mailhttp://epic.org/privacy/junk_mail/spam/[Accessed July 15]Eydie [June 25 2009] Mobile Advocacy Coalition: Protecting SMS Marketinghttp://www.mobilemarketingwatch.com/mobile-advocacy-coalition-protecting-sms-marketing/#more-3472[Accessed July 13]foxnews.com [Date Unknown] .Mobi (WAP) Guidelineshttp://advertise.foxnews.com/creative-specs/mobile-guidelines/[Accessed July 13]Graham Charlton [July 17 2009] Mobile commerce: best practice tipshttp://econsultancy.com/blog/4234-mobile-commerce-best-practice-tips-2[Accessed July 20]Justin [June 23 2009] $90M Awarded In SMS Spam Case, Best Practices Anyone?http://www.mobilemarketingwatch.com/90m-awarded-in-sms-spam-case-best-practices-anyone/[Accessed July 13]Krista [March 12 2007] Setting S.M.A.R.T. Goalshttp://www.realtybizcoach.com/2007/03/12/setting-smart-goals/[Accessed July 13]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 7
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignLegalArchiver.org [Date Unknown] The Can-Spam Act 2003http://www.legalarchiver.org/cs.htm[Accessed July 13]Met.police.uk [Date Unknown] Fraud Alert - 419 Fraudhttp://www.met.police.uk/fraudalert/419.htm[Accessed July 15]Mills, Elinor [June 7 2009] FAQ: How to vanquish mobile spamhttp://news.cnet.com/8301-1035_3-10280533-94.html[Accessed July 13]mobiadnews.com [December 8 2008] Dizzee Rascal Driving record sales throughdialoguehttp://www.mobiadnews.com/?p=3105[Accessed July 20]Mobile Marketing Blog [March 13 2009] Bluetooth Marketing: Legal or SPAM?http://www.mobile-marketing-blog.net/2009/03/bluetooth-marketing-legal-or-spam.html[Accessed July 15]Mobile Marketing Blog [November 21 2008] Can a Police Bluetooth Network BeIllegal?http://www.mobile-marketing-blog.net/2008/11/can-police-bluetooth-network-be-illegal.html[Accessed July 20]Mobile Marketing Blog [November 3 2008] Protect Your Proximity MarketingCampaign From Being Called SPAMhttp://www.mobile-marketing-blog.net/2008/11/protect-your-proximity-marketing.html[Accessed July 13]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 8
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignNelson, Simone [Date Unknown] How to Write Standard Website Terms andConditions of Salehttp://www.newbroomsoftware.com/write-website-terms-conditions.htm[Accessed July 15]Neman, Shane [June 30 2009] FOR IMMEDIATE RELEASE: Mobile AdvocacyCoalition forms to lobby FCChttp://www.mobileac.org/2009/06/initial-mac-press-release.html[Accessed July 13]Norcross, Troy [September 23 2005] Bluetooth Marketing - Take IIhttp://www.consumer-preference.com/2005/09/bluetooth-marketing-take-ii.html[Accessed July 13]Norcross, Troy [June 12 2009] Q&A: Troy Norcross on Bluetooth Marketing atE-Consultancyhttp://econsultancy.com/blog/4011-qa-troy-norcross-on-bluetooth-proximity-marketing[Accessed July 13]Rudi, Corey [Date Unknown] How to Run a Successful, Legal E-Mail MarketingCampaignhttp://www.entrepreneur.com/ebusiness/gettingtraffic/asktheebusinessmarketinganddevelopmentexpert/article68868.html[Accessed July 13]slashdot.net [August 11 2006] Who Benefits from Spam, Anyway?http://ask.slashdot.org/article.pl?sid=06/08/12/0043214[Accessed July 15]W3.org [October 3 2007] PLING - W3C Policy Languages Interest Grouphttp://www.w3.org/P3P/[Accessed July 14]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 9
  • Mobile Marketing 101: Chapter 11:Planning a Mobile Marketing CampaignW3 [Date Unknown] Mobile Web Initiative - The Web on the Movehttp://www.w3.org/Mobile/[Accessed July 14]Warsi, Abid [Octeober 2007] 7 usability guidelines for websites on mobile deviceshttp://www.webcredible.co.uk/user-friendly-resources/web-usability/mobile-guidelines.shtml[Accessed July 13]WiseGeek.com [Date Unknown] What is Mobile Phone Spam?http://www.wisegeek.com/what-is-mobile-phone-spam.htm[Accessed July 13]Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.bizin providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirkprovides exceptional client service to a wide range of clients including: Google, Sun International, SouthAfrican Tourism, First National Bank and Warner Bros. 10