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Mobile Marketing: 5 Simple Rules for Launching an SMS Campaign

Is mobile marketing taking over?

The simple answer is ‘Yes’.

But let’s consider the evidence shall we:

 i) There are 6.8 billion people on the planet

ii) 4.0 billion people own a mobile phone

iii) 91% of them have their phones within arm’s reach 24/7 (Morgan Stanley)

iv) By 2013 the primary way of accessing the Internet will be via mobile browsers (Gartner)

And there is plenty more research to support why mobile should be your top content priority. Just check out Jamie Turner and Jeanne Hopkins latest book on mobile marketing, ‘Go Mobile!’

Using SMS (texting) ads is by far the cheapest and simplest form of mobile marketing. Take a look at how easy it is to create an SMS ad:

SMS campaign Mobile Marketing: 5 Simple Rules for Launching an SMS Campaign

This text message illustrates all the important elements of a successful SMS campaign

Image credit: This image is from Tantango.com

So if this is something you’ve been thinking about lately, here are 5 simple rules to help you create your SMS campaign:

 #1. Key words

This is the word that users text in to the short code (see below). Keywords should be short (8 characters or less), memorable, easy to type, and relevant to your brand.

#2. Short code

Users text the keyword to a 5-digit code called a short code. Decide if you’re going to use a dedicated (or branded) short code e.g. COKE (as in the Coca-Cola Company), or a shared short code such as 12345. Keep in mind that a shared short code is cheaper but a branded short code is more effective especially for big companies.

#3. CTA (Call to Action)

Your CTA must include the keyword, shortcode, and benefit to the user in just one simple sentence e.g. “Text KEYWORD to SHORTCODE for your chance to win a free iPad”

#4. Response

After your users respond to your SMS ad, send them a cool message that not only confirms receipt but also makes them feel special for taking part in your campaign. e.g. “Awesome! You rock!”

#5. Opt out

Be thoughtful and give users a simple way to opt-out if they don’t want to receive your messages any more. For example after each SMS message, you could add, “Txt STOP to optout.”

Key Takeaway

SMS  is the most far-reaching data application tool and has proved to be extremely successful as a marketing tool for business. It is easy to use, compatible with all networks and devices, offers a world-wide audience, is personable and cost-effective too. So if you’re wondering about using SMS to connect with potential customers, this is your time! Remember too that with SMS you are only limited by your imagination. Again, for more tips on mobile marketing check out Turner and Hopkins’, “Go Mobile!”

Over to you: Are you using SMS messaging to connect with customers? Please share some tips that have made your campaign successful.

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