Start Building Your Mobile Database

Jun. 26th 2008

I sat through a great meeting yesterday with a direct marketing firm from Boca Raton. As I demoed our platform, we reviewed a couple of the firm’s ideas. A lot of direct marketing firms are dealing with e-mail or direct mail, which is a slightly different beast than SMS. There are particular ways to maintain conversions with mobile marketing, that wouldn’t apply for e-mail marketing. In addition, mobile marketing is about spending the time to build a database rather than simply catching and blasting opt-in messages.

This firm got the concept that many do not: Mobile marketing isn’t restricted to a stand alone campaign that can be monetized immediately. In fact, a well designed mobile marketing strategy will have always-on campaigns that support other direct marketing efforts. Your brand’s short code is equivalent to it’s URL. When I work with a client, this is one of the first concepts that I establish. Once your short code is live, you need at least one campaign that will run constantly and collect interested consumers who read your marketing material. Mobile activates traditional marketing in a way that websites cannot. Missing this concept causes a lot of brands to avoid mobile marketing because they aren’t quite sure how to monetize it.

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