As a reminder to our standard rate clients, following is a partial list of verbiage and font styles / formats that are required on the mobile program page of your website:
- A two to three (2-3) sentence description of the service including all program types on file with the carriers
- The frequency of alerts if offered (in monthly terms, e.g. Max 5 msgs/month)
- The verbiage Message and Data Rates May Apply must appear within one line of any call-to-action or cell phone submit field (Msg&Data Rates May Apply). Please note that the following formats are not allowed:
· Msg & Data rates may apply
· Msg+data rates may apply
· Message & data rates may apply
· Msg and data rates may apply
- Opt-out information must appear in bold type (e.g. To stop messages at any time text STOP to XXXXX)
Please contact your Account Manager or 3Ci Support for more website requirements and compliance information.
NEW YORK, Dec 15, 2009 /PRNewswire via COMTEX/ — What: The Mobile Marketing Association (MMA) announces the 2010 Consumer Best Practices (CBP) Public Forum event. The Forum is an open dialog to solicit feedback from all players in the mobile marketing ecosystem with regard to the MMA’s U.S. CBP Guidelines for Cross-Carrier Mobile Content Services document.
When: February 5, 2010
Where: Boca Raton Resort & Club, 501 East Camino Real, Boca Raton, FL, 33432
Why: Produced by the MMA’s CBP Committee, the CBP Guidelines provide measures of acceptable and unacceptable practices. Updated regularly, these Guidelines set the industry standard for cross- carrier mobile content services, such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile Web.
Continue reading ‘MMA Announces 2010 US Consumer Best Practices Forum’
The following is part 2 of a 3 part introduction to mobile marketing best practices. You can find part 1 here and part 2 here.
The beautiful thing about mobile marketing is its ability to act as both a capture medium and a conversion medium. Ideally, successful mobile programs will serve as a revenue generator rather than a marketing expense. Other applications leverage text messaging as a more direct, less expensive alternative to achieve traditional marketing or communication objectives. Once your programs have reached critical mass, you can begin considering methods to convert your database into revenue.
Just as we do not recommend buying third party lists, selling your opt-in list is a poor way of monetizing your hard work. If possible, construct your mobile marketing message to have a response that occurs on the handset. This has proven to be an extremely successful approach in mobile marketing for content providers offering ringtones and wallpapers as the call-to-action, download, and product were all received on the handset. Conversions are still very high when the end-user is required to convert outside of the handset by visiting a website or store, however, a conversion that happens on the handset, keeping a user in his/her context, limits the barriers to entry.
Users love the convenience and instant gratification of mobile technology. Appeal to that desire, and your conversion rates will directly reflect ease of use and immediate gratification.
If you are driving consumers outside of the handset, such as visiting a full html website, be very clear with the offer to the end users. While a baited call-to-action may receive more conversions from handset to website, the conversion from website to product will not be any better. An honest call-to-action will have great conversion rates and leave consumers satisfied with your mobile offering.
Finally, send good offers! You’re participating in one of the most direct and powerful marketing mediums ever: a billboard in consumers’ pockets! Send users something that makes them feel like a VIP. Remember - text messages, even on an unlimited plan, are a cost to the consumer; don’t take advantage of that. Send reasonable offers to your targeted groups and your consumers will happily reward you with high response rates.
-Ainsworth
The following is part 2 of a 3 part introduction to mobile marketing best practices. You can find part 1 here.
To run a successful text message marketing campaign, it is important to provide information and content that is considered valuable to consumers. Be sure to avoid third-party lists; building a database of consumers interested in your brand is the most successful strategy. In addition to not being carrier or MMA compliant, third party lists will also generate complaints. For consumers to join a mobile marketing program, they must opt-in or confirm their intent to receive your content. Carriers have two types of opt-ins; single and double, determined by the type of program. These opt-ins are limited to the particular program and short code and are not considered blanket approvals for other programs and short codes that you are marketing.
When a mobile subscriber opts into your mobile marketing program they are agreeing to receive information or mobile content from the offer you described. The best mobile marketing programs opt users into programs when demographic information can be inferred directly or indirectly. Having deeper levels of demographics allows your program to be selective when sending out future marketing messages. The more refined your marketing message is, the more receptive your end-users will be to your offer. For example, a sports radio station would benefit from individual lists for the area’s sports teams rather than one combined list of sports enthusiasts. Using this method, more general sports messages can be sent out to applicable lists but the targeted messages can be sent to the receptive users.
Be straightforward about the content and messages that users are going to receive. At a minimum include pricing, terms and billing intervals, and a notice that the cost will be charged to or deducted from their mobile phone. Do not use “free” or “bonus” terminology as end-users are still subjected to standard text messaging rates from their carrier. Including “standard carrier and other charges may apply” in your text message properly notifies the consumer of charges when joining a mobile program. Stay tuned for the wrap up…
- Ainsworth
Continue to part 3…
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.
Continue reading ‘Mobile Marketing Best Practices: Create’