U4 jou231 mobile_message

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U4_JOU231_MobileMessage.ppt

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  • U4 jou231 mobile_message

    1. 1. Mobile Messaging• Purpose: To deliver sales messages through wireless mobile devices, such as smartphones• Audience: Tech-savvy people who have agreed to receive such messages• Media: Popular wireless mobile devices, such as smartphones or iPads Copyright © 2012 Pearson Education Inc., All rights reserved.
    2. 2. Types of Mobile Marketing• Downloadable wireless software apps that offer special services• Text coupons• Microblog messages about product reviews, availability or discounts• GPS (global positioning systems) technology that issues coupons or other sales messages when customers near their favorite stores or restaurants• Text messages (known as mobile messaging) Copyright © 2012 Pearson Education Inc., All rights reserved.
    3. 3. Format• Short Message Service texts are limited to 160 characters and spaces.• The increasing sophistication of mobile devices allows reception of MMS (multimedia messaging service) messages, also known as rich-media messages.• Message formats/designs and payment plans are affected by an organization’s texting service provider. Copyright © 2012 Pearson Education Inc., All rights reserved.
    4. 4. Content and Organization• Messages are brief.• They focus on benefits.• They promote a continuation of the relationship with the consumer; they strive to prompt a response.• Two categories of sales-related texts exist: initiated messages and response messages. Copyright © 2012 Pearson Education Inc., All rights reserved.
    5. 5. Mobile Messaging Tips• Coordinate mobile messaging programs with other sales and marketing programs.• Send no more than one initiated message per week to individual consumers.• Familiarize yourself with the Mobile Marketing Association’s Code of Conduct for Mobile Marketing. The Mobile Marketing Association recommends adding this closing to any sales-related texts that solicit a texted response: “Msg&data rates may apply.” Copyright © 2012 Pearson Education Inc., All rights reserved.

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