Mobile marketing has the potential to change the advertising and marketing space in the same way that the emergence of the Internet did over a decade ago. Forecasts indicate that global spending on mobile marketing and advertising will see a 13-fold increase between 2006 and 2011. The bulk of that spending will come from SMS-based marketing, followed closely behind by video services.

1. Mobile M
Marketing
Interacting with Your Aud
dience via Cell and Smart
Pho
one

2. M bil M k ti
Mobile Marketing
• An Acronym Primer
• Short Codes
• Service and Infrastruct
ture
• Utilizing mobile marketing
• The mobile marketing code of conduct
• Additional content including material not covered
in original session and questions from the
d
session

3. A Acrony P i
An A ym Primer
• SMS - Short Messa Service
age
• MMS - Multimedia Message Service
g
• 3G - 3rd Generatio of mobile
on
technology

4. SM
MS
•SHORT MESSAGE SERVICE
short text messages tthat are sent between
mobile phones or IP aaddresses. They can
contain a maximum o 160 alpha-numeric
of alpha numeric
characters but no gra
aphics.

5. MM
MS
•MULTIMEDIA MESS SERVICE
SAGE
an extension of the SMS standard that
allows for the transmi
ission of rich text,
images, audio and viddeo. This allows for
larger messages and uses WAP to display
your content

6. 3G
G
•Th 3rd G ti off Mobile T h l
The 3 d Generation M bil Technology
that enables high-spe internet access
eed
and video telephony o the mobile
d id l h on h bil
spectrum, among other features

7. Sh t C d
Short Codes
• What is a Sh Code?
hort
• How do I ge one?
et
• Should I sha
are?

8. What is a Short
Cod de?
•A number sequence s
shorter than a full
telephone number th t can send and receive
t l h b that d d i
SMS and MMS. A “Common Short Code” is
a US short code th t i i t
h t d that is interoperablebl
between all carriers (no overlap)
o

9. H
How D I G t One?
Do Get O ?
• Use an SMS servic provider that
ce
provides shared sh codes for use by
hort
their clients
• Secure your own short code
• Common Short Cod Administration
de
www.usshortcodes.c
com
• Code can only be le
eased - not purchased
Cost - $500-$1,000 per month

10. Sh ld I Sh ?
Should Share?
•Unless you can afford the $500-$1,000
monthly lease then s
lease, shared short codes are
the way to go
•Sharing does have s limitations,
some
though:
• Your audience must always interact with you
t
using a keyword ( e. “Text STAGE to 41411”)
g y (i.e )
• If you change servic providers, your short code
ce
will change as well
g

11. Servic
S ice and d
Infrastr t
I f tructure
How Does It All Happen?

12. There are thre major paths
ee
to implemeenting your
Mobile M
Marketing
Proggram
g
• Software installed on a local
d
computer
(or integrated into your existing database)
r
• Self-Service Web based Application
Self Service b
b-based
• Full Service /Cus App Provider
stom

13. Installed Software
I t ll d S ft
•If you are a develope or have one on
er
staff you can go open source with the
n
help of the following tutorial:
f f
http://www developershome com/sms/
http://www.developershome.com/sms/
•Warning: This is not for th faint of heart
he
•Or you can purchase the software
e
•MessageMedia (http://www
w.message-
media.com/) has a PC based software called
SMS M
Messenger

14. Self-Service Web
Self Serv
• Appps
The number of US Provide has exploded in the last
ers p
two years. They represent a range of services
including:
• Bulk Send Only
• Send and Receive
• Subscription Services
s
• Database Integration
• API’s (Application Pro
ogram Interface)
• Premium Content and Multimedia
d
•For an extensive list
and upcoming reviews go to:
http://www.stagechannel.co
om/mobilemarketing

15. F ll S i e P id
Full Service Providers
•These companies design an implement turnkey
nd
solutions and provide design and implementation
advice along the way.
•You’ll pay the most for these services and will more
e
than likely work with a dedica
ated client rep. Check out:
• OpenMarket - www.ope
enmarket.com
• mBlox - www.mblox.com
m
• Mobile Commons - www
w.mcommons.com

16. What C n You D
Wh t Can Y Do
with Mobile Marketing?

17. SMS an MMS
nd
Feat
tures
• Send Text Al t t Audience
S d T t Alerts to Audi
• Automatically Respond to Event Info Requests
d
• Offer Coupons
• Send Audio Programs
• Send Video Previews
• Send Ticketing Confirm
mations and Barcodes

18. Wh
Where Do I Begin?
Do B i ?
•St t with simple ttext alerts
Start ith i l xt l t
• Tickets going on sale
• Last week of run
• Special events
• S b ib remind
Subscriber inders

19. Wh
Where Do I Begin?
Do B i ?
1 Start with simple text alerts
1.
2. Add interactive re p
esponses
3. Offer multimedia content
4. Talk to your ticke
eting provider about
existing or upcom g Mobile features
g p ming
5. Mobile Donations
s

20. C d of C d t
Code f Conduct
•The Mobile Marketing Ass
sociation’s Global Code of
Conduct
• Notice
• Choice and Consent
• Customization and Co
onstraint
• Security and Accountability
•For the Mobile Marketing A
Association’s complete code
of conduct, go to:
f d t t
•
http://www.stagechannel.co / bil
htt // t h l om/mobilemarketing
k ti

21. Additi
Additional M t i l
l Material
•Mobile Active ( www.mobileactive.org )
•Mobile Giving ( www mobiilegiving org )
www.mobiilegiving.org
•Mobile Marketer ( www.moobilemarketer.com )
•Guide By Cell ( www.guide
ebycell.com )
•Zinadoo (www.zinadoo.co )
( om
•F additionall li k and details, go tto:
For dditi links d det il
http://www.stagechannel.co
p g om/mobilemarketing
g