This document discusses mobile marketing and common issues that can cause mobile marketing campaigns to go wrong. It outlines fundamentals that are important for effective mobile marketing like using SMS shortcodes, incentives, calls to action, and personalization. Specific examples are described where mobile marketing went wrong due to problems with the response, call to action, or incentive used. The document provides recommendations for how to fix issues, such as making signups easy, following MMA guidelines, and giving offers or instructions to improve user experience and response.

1. And
MOBILE MARKETING How
GONE WRONG… To
Fix
It
Avery Barnes & Shanika Dopwell

2. WHY MOBILE?

3. FUNDAMENTALS
 Response
 SMS shortcode
 Incentive
 Call to Action
 Target
 Personalize
 Timing
 Respond
 Trust
 Opt In

4. BUTLER AT HOME

5. WHAT WENT WRONG?
 Response
 Call to action

6. HOW TO FIX IT
 Instruct
 Give an Of fer
 Mobile Site

7. PAMPER SMS

8. WHAT WENT WRONG
 SMS Shortcode
 Incentive
 Response

9. HOW TO FIX IT
 Make it Easy
 MMA Guidelines

10. MIT ENTERPRISE FORUM

11. WHAT WENT WRONG?

12. HOW TO FIX IT?

13. CONCLUSION
 Questions?