Mobile Origination for Local Marketers: Mobile List Building
Mobile Origination for Local MarketersMobile List Building
Mobile For Local• Mobile messaging must be a part of local marketing• Synergy between corporate and local marketing is essential• Message relevance and frequency must be coordinated and managed between corporate and local messages• Mobile communication must be invited, desired and highly relevant• To produce long-term value, mobile messages, across all mobile-consumed channels, must be integrated into and coordinated with a larger multi-channel communications strategy
Creating MobileMarketing Relationships• There are two primary ways to create a mobile marketing relationship1. Focus on existing relationships Expand customer engagements by inviting them also become mobile message subscribers It’s helpful to offer a “thank you” reward2. Add new ones or grow current relationships through mobile origination campaigns Mobile origination campaigns begin with the mobile device user origination the interaction in response to an invitation from you They often involve and offer, contest or game to get the user to provide their number
The Challenge of Mobile List Building• Customers must be viewed by corporate and local as shared, acquired and managed One list with multiple access and user permissions Ability to use guidelines and permissions• The relationship between the brand and local outlet must be understood by the customer Successful long-term relationships require shared ownership The customer must see two facets to one relationship• Mobile marketing will only succeed when the right balance and frequency of relevant, valuable communications occurs 4
Mobile as Part of a Multi-ChannelCoordinated Marketing Process• Marketers think in terms of channels. Customers don’t• Messages must be short, impactful and mobilizing• Integrating mobile messaging into a broader campaign is no longer a daunting task thanks to advanced marketing platform technology for distributed marketers• Launching messages from within a distributed marketing platform ensure brand standards and list guidelines have been met 5
Engaging User Experiences• Mobile devices are used for engaging consumers in different marketing channels• All content must be created with ultimate flexibility in mind• Landing pages must display well on mobile devices. If not, users will quickly move on• QR codes or short codes can be an added default to any multi-channel marketing campaign that includes a landing page to help create mobile marketing relationships and build mobile marketing lists 6
Integrity as a Cornerstone• Integrity must be the cornerstone of every mobile-based customer engagement• An invitation to be part of an individuals mobile world should not be taken lightly nor mistreated• Turning an individuals response to an offer into an ongoing relationship require responsible actions on the marketer’s part The consumer should understand what they are consenting to by responding The consumer must also have an easy path to end the relationship at any point 7
Summary Recognize that mobile messaging is only one channel by which content is consumed on a mobile device Respect relationships with customers/prospects Engage as one unified entity rather than as corporate and as local Share mobile lists and follow shared use guideline 8
Summary Continued Optimize all marketing messages – not just mobile – for mobile consumption Be worthy of the invitation to be a part of the individual’s mobile community Adhere to standards of industry conduct 9
For More Information Contact Saepio• Download the White Paper • email@example.com • www.saepio.com • 877.468.7613 Facebook Twitter LinkedIn
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.