At 3Cinteractive, we design campaigns around the motto that our company is named for: Create, Capture, Convert. First, you Create compelling, targeted “calls to action” to engage consumers via mobile. Next you Capture that consumer’s mobile number and any relevant demographic information into a consumer database. Lastly, the mobile consumer database is Converted into a new marketing channel, one that helps you achieve new and existing marketing goals. Utilizing this system and the best practices associated with each step, you will ensure a successful campaigns that build revenue and consumer loyalty for your brand.
The following is part 1 of a 3 part introduction to mobile marketing best practices.
A successful mobile program is designed with the end-user in mind; constructing a program that provides real value for the consumer will ensure extended participation in the program and generate a valuable database of users eager to receive ongoing information and content.
The mobile phone is a highly personal communication medium and mobile users must feel that they have control over the content they receive.
The second step is giving the end-user control is providing them with clear instructions for more information (HELP) or to stop receiving alerts (STOP).
When selecting keywords for your program, keep txt-speak in mind and shorten words where possible. Text messaging is meant to be a convenience tool; consumers favor shorter calls-to-action. Similarly, if you are planning to use an audible call-to-action, take into account misspellings or misunderstandings - 3Cinteractive’s Switchblade Platform supports “alias” keywords to help convert misspellings from consumers.
Be sure you know your end-users. Most consumers want their opinion to be heard, which explains the success of campaigns that are built on user input (e.g. text-to-screen, voting/polling, text-the-DJ, etc). Ensure that users see the results of these campaigns and they will continue to participate.
Mobile marketing has been able to retain its unmatched response rates because of the control provided to the end-user. When creating a mobile campaign, review the program you are submitting to ensure your offer is compelling and the end user has clear instructions for opting in/out. Once a mobile user has opted out of your program they must voluntarily opt-in again to receive additional messages. Losing a mobile subscriber because of a poorly designed program can be a reflection of a lack of value and clarity.
- Ainsworth
Love the 3C’s. Somehow I had missed what that stood for in your company name.
Really love that you stress providing value for the end user. That is really so important! Lots of folks jumping into mobile miss that key step.
Also love the idea of letting users see that their opinion was heard.
Kim,
Using the 3Cs has been the easiest way for us to explain mobile marketing to new clients.
From the campaigns I’ve watched, the most successful campaigns always allow the user to see the product of their participation.
- Ainsworth