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Monday, April 27, 2009

TehcnoGrannyShow, Text Message Advertising, Micro Advertising or Canned Spam?

This show was originally taped on April 27, 2009 and can be heard archived at: or
on Techno Granny Show unique radio channel at

Mobile Media
Text Message/SMS Mobile Marketing

Lure to Mobile for Marketing Purposes:

o Past screens to draw marketing attention
o TV
o Computer
o NOW…..Mobile
 250 Million US Wireless subscribers
 17.5% of those subscribers are wireless only households
 This tiny screen, delivers an incredible impact
 Gets your message to your customers-in-seconds.
 More people have a mobile phone than an Internet connected computer.
 Mobile is no longer a “coming soon” attraction. IT IS HERE!

Capture the moment:

o Every moment in life is an experience!
o The average consumer, you and me, experience between 2,000 – 5,000 ad impressions a day.
o The chances of us recalling any particular ad later when we are able to take the next step, is slight.
o Being able to send a text message to get a little more information, in that moment, allows the consumer to take the first step in making a purchasing decision.
o Interacting with an ad via a cell phone is Mobile Marketing!

We must first understand Text Message SMS Language

Text Message and SMS

o Terms used synonymously
o SMS=Short Message Service
o Communication protocol that mobile devices use to send and receive test messages
o Text Messaging also known as “Texting”
o Process of sending a short message, using a maximum of 160 characters to a cell phone via SMS (Short Message Service)

Short Code
o 5-6 digit number (12345) is a short code
o You must have a short code and a keyword (promotional word/s) to proceed with a text message marketing campaign.

SMS Standard Rate Messaging vs Premium Rate Messaging:

SMS Standard Rate Messaging
o This is basic text messaging
o Most consumer-friendly form of messaging
o People are familiar with how it works
o No additional charge to the customer beyond whatever they pay, for their text message plan, to their cell phone company.
o Charge to the business is for the software and services, to run the campaign, and for each text message.

Premium Rate Messaging
o Customers pay a fee to send or receive a text message. (ex. Pay $.99 to vote for your favorite ice cream flavor; pay $1.99 month to receive a monthly subscription to receive text messages that are sent to you on a regular basis, like horoscopes, inspirational quotes, joke of the day, etc.)
o More complicated to start
o Can not be utilized on a shared short code
o Not likely to be used for marketing purposes, consumers don’t typically want to pay to receive marketing.

Why Text Messaging?

o Most successful strategy
o Nearest thing to a universal format for media content on the mobile phone.
o 99% of all phones have text message capable
o 94% of all text messages are open and read
o American’s sent 110 Billion text messages in Dec 08’ alone
o Twice as many people send SMS text messages as use any other message types combined, including email & instant messaging.
o While the majority of text messages are sent from one mobile phone to another for personal communication, text messages can be sent commercially through text message services, like Promoz Direct.

Benefits of using a Commercial Text Service:

o Campaigns can be set up with in days on a shared short code.
o Texts can be sent to one or multiple phones simultaneously
o Build an opt-in mobile database of contacts
o Contact lists can be categorized based on age, buying habits, location, etc. enabling customized, targeted and relevant marketing messages.
o Integrate a Web Sign Up Form to capture data, which will be stored in your mobile database.

Text Marketing is not SPAM

o All campaigns are regulated by the Mobile Marketing Association (MMA) Consumer Best Practices Guideline, a copy of this can be found at .
o MMA’s primary focus is on:
o Consumer protection
o Consumer privacy

MMA’s Six Fundamental Elements to a Positive Customer experience:

o Choice: Consumer’s must “OPT-IN” to all mobile marketing programs. Consumers have a right to privacy and businesses/marketers must therefore gain approval from consumers before content is sent, and include clear directions on how to unsubscribe from communication, should it become unwanted.
o Control: Consumers should have control of when and how they receive marketing messages on the mobile phone and must be allowed to easily terminate or “OPT-OUT” of an unwanted program.
o Customization: Data supplied by the consumer for marketing purposes should be used to tailor such marketing to the interests of the consumer.
o Consideration: The consumer must receive or be offered something of perceived value in return for receiving the communication.
o Constraint: Businesses and Marketers must effectively manage and limit mobile messaging programs to a reasonable number of programs.
o Confidentiality: Commitment to not sharing consumer information with non-affiliated third parties.

Conclusion About Promoz Direct:

Mobile Marketing is going to pack an incredible punch for businesses. What we do is perfectly described in our name: Promoz Direct. “Direct 2 Cell” Marketing is effectively going to change how our clients and their customers see advertising.

With mobile marketing, we can give our clients the effective, targeted and turnkey marketing, they have been begging for. Best of all, when the consumers get an advertisement, they think of it as a gift.

Businesses are always looking for cost effective, targeted and measurable advertising, and we’re thrilled to be able to offer carrier grade web-based software, that provides a quick and easy way for them to deploy tried and true advertising.

By Line: (c) Dana Sciarrino, Promoz Direct,llc, "Mobile Marketing For Businesses On The Move"; 412.779.0253;

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