7 steps on engaging with mobile consumers
May 28, 2009
Sebastian Pistritto is vice president of strategy and business development at Harte-Hanks
There is no arguing that mobile marketing is getting bigger, especially with 3.8 billion mobile subscribers worldwide, including more than 270 million nationwide. Compare this installed mobile phone user base to 1.7 billion television households and 670 million PC users worldwide.
Market research shows that consumers are very attached to their mobile phone. It is usually the first thing they check when they wake up and the last thing they check before going to bed. The average person uses the phone to make calls, exchange text messages, send photos, surf the Internet or check email, in that order.
Here are some steps on how to engage with mobile consumers.
1. Define the strategy
It starts with understanding mobile users, their behavior and usage. This will help develop a strategy that leverages the mobile platform and enables consumers to do what they like, which is to connect with friends using the mobile phone.
2. Determine the communication
First thing is to leverage the existing channels that you already use with your customers -- email, direct mail, point-of-sale advertising, banners, Web site and print ads -- and get them to interact or respond via their mobile.
Next, clearly state the basic steps required to engage with the brand. The key to a successful mobile campaign is to launch it as part of an integrated campaign instead of a standalone effort.
3. Understand the true cost
Mobile marketing is not cheap for anyone. The consumer pays for every single SMS message -- if not subscribing to an unlimited data plan -- and a typical mobile campaign will require 4 SMS messages.
SMS 1 to start the request to opt-in
SMS 2 back to the consumer to notify of the request
SMS 3 to have the consumer confirm
SMS 4 is to welcome the consumer to the program, before the engagement begins
4. Allow the customer to choose
The subscriber has to opt-in to your mobile marketing program. Like other marketing channels, a consumer has a right to privacy and as a marketer, you should gain approval.
Additionally, provide clear directions on how to unsubscribe or opt-out from the marketing program.
5. Allow customers to manage the communication
Subscribers should have a mechanism for telling you when and how they would like to receive marketing messaging on the mobile phone. Manage and limit mobile messaging programs to a reasonable number.
6. Manage consumer data with respect
The data points that you have on the consumer should be used to drive segmentation and personalization. Most importantly it should be used to tailor the message to the interest of the consumer.
This will help you to manage spam issues, and will make the content more relevant and valuable to the consumer.
Also, commit and state clearly that you will not share the consumer's information with others i.e. non-affiliated third-parties.
7. Make the offer relevant and valuable
When you develop your offer for the campaign, make sure that it is something of value in return for the objective of the communication campaign.
Remember to respect the protocol of communication by following these simple steps: State very clearly your offer, securely manage the data you are leveraging and add value and relevance to market.
The more you engage with the customer, the more loyalty and trust will be created, which will enable you to engage with them with mutual and beneficial outcome.
Sebastian Pistritto is vice president of strategy and business development at direct marketing services firm Harte-Hanks, Yardley, PA. Reach him at .