In order for your mobile SMS campaign to be successful, you need to find a creative way to engage your audience. You cannot just blast people with a generic, non-enticing message and expect to see results. Although the SMS messaging format is very straightforward, your campaign doesn’t have to be as cut-and-dry as the system itself. As you read on, check out some of the unique ways SMS can be used. In 160 characters or less, your message may not be long but it can still have a very big impact.
Unlike other kinds of marketing campaigns, you cannot just buy a list of cell phone numbers and start sending text messages. You must receive a consumer’s permission before they participate in your mobile messaging campaign. Therefore, your primary task in developing an SMS campaign is to make your audience want to interact with you. In order to do this, think of what you can offer your consumer. If the pay off is enticing enough, you will be able to build a substantial customer base for your campaign.
The first kind of SMS campaign we are going to discuss is known as alerts or subscriptions. In this scenario, participants sign up to receive multiple text messages from a given brand. Text messages could come daily, weekly, monthly, or at whatever rate the brand desires.
Mobile alerts are great because they add value to your audience. They can notify users when their bill is ready to be paid, let them know when their dry cleaning is ready to be picked up, send them timely information like road closings, weather forecasts, breaking news, etc. These types of alerts could be as simple as texting “weather” to “12345” to get the latest weather updates. This approach also enables you to send the audience interesting product information. Maybe you are launching a new product line and want to spread the word. If this were the case, you could send a message that contained a link to a mobile site. On the mobile site, you could present a video demonstration of the product or allow users to order the product via the mobile web. With an alerts and subscription based SMS campaign, your audience is continuously engaged with your brand.
As SMS campaigns have started to take off, it has been found that one of the best ways to grow and retain a mobile audience is through mobile coupons. In a recent Harris Interactive Study, it was found that 80 percent of teens and 70 percent of adults viewed “cash” as the primary incentive for participating in a mobile ad campaign. While coupons aren’t exactly a form of currency, they do represent money in your pocket. If you want a proven way to increase sales, launching a mobile coupon campaign is a great start. Just like the coupons you cut out of the paper, mobile coupons are redeemed in person and online. You simply send a text message offering a certain discount and instruct your patrons to redeem it when they visit. For a mobile coupon campaign to be effective, you need a clear call-to-action. Your call-to-action can take form on a billboard, a sign in your storefront, a print ad, a radio spot, or even a link on your mobile site.
Today, as people like to take an active role in the media they consume, text message voting and sweepstakes campaigns are also very popular. In fact, the Mobile Marketing Association found that sweepstakes and voting campaigns were among the top applications used. By now, we have all probably seen this type of SMS format on television. American Idol, for instance, allows viewers to text in to vote for their favorite contestant to help keep them on the show week-to-week. Although you may not have the budget of American Idol, this type of campaign works well for brands and businesses of all sizes. Maybe you’re coming out with a new menu item at your restaurant and want your patrons to vote on what that item should be. For those that participate in your election, you could automatically enter them into a drawing so that the person selected receives a free dinner featuring the winning dish. This type of format lends itself to brands of all kinds and enables you to establish a creative marketing approach.
As you can see, there are numerous mobile messaging campaigns that you can use when executing a mobile strategy. Please keep in mind to not restrict yourself to just one of these methods. Since there are many similarities between these approaches, you should look for ways to incorporate many of the different elements into your overall campaign.
Given how pervasive text messaging has become, launching an SMS campaign is an easy way to capture a mobile audience. While the basic concepts of SMS campaigns look simple, there are some important things to note before you launch your campaign. If you are interested in initiating a mobile messaging campaign, follow these guidelines that will help you as you navigate throughout the mobile space.
To run an SMS campaign, all you really need is a short code and a keyword. As text-messaging campaigns have become more common, your audience is probably already familiar with short codes and keywords. A short code is a five or six digit number that a participant texts into in order to engage with the mobile campaign. The keyword is the actual word they text. For example, you may see commercials prompting you to text “W-I-N” to “43243” to enter a sweepstakes. “W-I-N” is the keyword, “43242” is the short code. While this is a very generic example, there are many innovative ways to utilize SMS to engage an audience.
So the next question you should ask is, “how do I get a short code and keyword?” Much like you would register for a domain name on the Web, you have to apply for a short code through the Common Short Code Administration (www.usshortcodes.com). Typically, it will take six to twelve weeks before you are assigned a short code and costs between $500 and $1,000 a month to lease. During the time of your lease, your brand is given exclusive rights to your short code. A random short-code is referred to as dedicated and a specific request for a five or six digit short-code is referred to as vanity.
If you are working on a tighter budget or just want to get your campaign moving faster, you can obtain a shared short code through a mobile applications company. While other brands and businesses will have access to the same short code, you will be given a unique keyword to distinguish between your campaigns. Various mobile vendors and application providers can get you up and running on a shared short code within 24-48 hours. Depending on the timeline and desires of the brand, both shared and dedicated short-codes have been proven to be extremely successful.
While SMS campaigns are relatively simple to get started, you still need to think about the strategy of your campaign and what you wish to accomplish. Now is a great time to get involved with SMS because people are responding positively to these kinds of marketing platforms. It has been reported that “…roughly one in four wireless users express interest in mobile marketing initiatives” (www.advieux.com/). It was also found that brand awareness increased by 24 percent among people exposed to some form of mobile marketing (adweek.com). There are too many advantages and benefits of Mobile Messaging. An SMS campaign needs to be implemented into your next cross channel media strategy.
Considering that 95 percent of mobile devices are SMS capable, it is important to look at how you can incorporate an SMS campaign into your mobile marketing strategy. SMS stands for short message service but is commonly referred to as text messaging. Today, nearly everyone with a cell phone has probably sent or received a text message. If you are thinking of initiating a mobile marketing campaign, SMS campaigns are a great starting place.
While many think of text messaging as a form of communication between two users, it can also be used for commercial purposes on a much larger scale. The first thing to keep in mind when using text messaging for marketing purposes is that you must get permission before you begin marketing. Without permission, people will view your campaign as spam. Secondly, you must be able to condense your message into 160 characters, including spaces. Therefore your message must be direct and to the point. Many of the most popular SMS campaign formats include gimmicks like mobile coupons, text-to-win, text-to-vote, and mobile alerts. While the basic idea is relatively straightforward, you can find innovative ways to incorporate these gimmicks into your SMS campaign.
Since text messaging is essentially a universal application found on the vast majority of cell phones, it is found to be one of the most affordable and efficient ways to launch a mobile campaign. Not only does the technology lend itself to a large group of users, research also shows that audiences are receptive to its messages. eMarketer found that more and more marketers are embracing text messaging campaigns because SMS campaigns reported higher click-through-rates when compared to Web banners. Like all mobile campaigns, however, SMS requires that you receive permission from the user before sending them a message. If the message is compelling enough, though, you will catch your audience’s attention.
Unlike other forms of marketing, SMS campaigns can be used across a variety of mediums. Depending on your business, it may be helpful to initiate a text messaging campaign that spans across multiple mediums such as television, print, radio, and the Internet. In the last few years, SMS campaigns have become very popular on television. Many shows allow users to text in to vote for their favorite contestants or enter themselves in sweepstakes. Radio stations now ask listeners to text in to request a song. Today marketers can design print ads with an SMS call-to-action so that the audience has an alternative way to interact with the product or service. Essentially, SMS enables brands and businesses to interact with their clientele in a variety of ways.
If you know you want to start a mobile campaign but don’t know exactly where to begin, look at launching an SMS campaign. SMS campaigns can be used in combination with your current marketing platform and allow for your users to interact with you further. Considering that 30 billion text messages are sent globally each month, there is a clear audience for this medium. The trick is to figure out how to make your audience engage with your brand or business.
In today’s techno-savvy world, Bluetooth marketing has emerged as an innovative approach to promote a brand or business. Because of the unique nature of this technology, it can be used in a variety of ways. Although Bluetooth technology is new and exciting, there are some basic things you should know before launching a Bluetooth campaign.
Before you start using Bluetooth for your next marketing campaign, you should first understand what it is and how it can be used. In basic terms, Bluetooth is “… a short-range wireless technology that essentially sets up a small wireless network between multiple devices…” (The Mobile Marketing Handbook). When mobile devices are Bluetooth enabled, they are able to receive “small, chunk- size” bits of digital media. The digital media they receive could include things like advertisements, music, video clips, mobile games, applications, and a plethora of other things. Bluetooth technology is great because it can be used for location-based marketing. As Bluetooth technology has become more mainstream, it has been used in various public places such as airport terminals, subways stations, and bus shelters. When a user enters a Bluetooth zone, a message is sent to their mobile device asking if they would like to accept the media. If the user does accept, the media is sent to their device at no charge (Strategic Mobile Design).
Although Bluetooth marketing can be a very helpful tool, it does pose some interesting obstacles. Because mobile marketing is a permission-based form of advertising, some argue that Bluecasting disobeys the primary rule governing the mobile space. Even though consumers are asked if they want to accept the Bluetooth media, many find the initial message to be a form of spam in and of itself. Therefore, in order to run a successful Bluetooth campaign, it is suggested that you alert your audience before they enter a Bluetooth zone. When they enter this zone, then, they will not be surprised when they receive a message asking if they would like to accept the Bluetooth media.
While establishing permission-based Bluetooth zones may seem frustrating, there really is no limit as to where you can establish these zones. Public places are a great place for Bluetooth zones; especially public places where people tend to do a lot of waiting. You could establish your zone at an airport terminal, a line at an amusement park, a concession stand at a sporting event, or even at a restaurant where people are waiting to be seated. What’s even better about Bluetooth marketing is that the content you deliver is free and hopefully of value to your consumer. You can offer them things such as music downloads, coupons, move trailers, videos, mobile games, mobile applications, and more.
Even though Bluetooth marketing does pose a few problems, the benefits can outweigh the cons. Bluetooth marketing is a truly interactive form of marketing that enables you to connect with your audience unlike any other medium. With Bluetooth technology your creative marketing strategies can come to life.
While many may not see the value of mobile as a marketing tool, there is substantial evidence that proves how powerful mobile technology can be when used in innovative ways. For a medium originally intended primarily for voice communication, the mobile device has quickly evolved into a lifeline for people across the globe. Today, the mobile device offers unique features that enable users to connect with the world and those around them like never before. Despite what some may think, mobile is a powerful tool that is capable of making a large impact on the world. As you consider launching a mobile campaign, think about the powerful nature of mobile technology and how it can be used.
Even though some naysayers may scoff at the power of mobile, mobile has an influential track record in the political realm. In the recent past, SMS has proven to be a successful form of political mobilization. According to reports, former Filipino president, Joseph Estrada, was forced to resign from his position in 2001 due to an opposition movement coordinated through text messages. Given the success in 2001, numerous SMS campaigns were launched in the 2004 Filipino presidential race (Strategic Mobile Design). These types of campaigns also became rather commonplace in the 2008 U.S. Presidential election. As we can see from these examples, mobile does in fact have the ability to make an impact because of its dynamic nature.
Just as mobile has been used to sway political opinion, it has also been used to monitor elections throughout the globe in hopes of democratizing the election process. During Sierra Leone’s national election in 2007, 500 election observers were on duty at polling stations across the country. Their main objective was to report any irregularities that may have interrupted the democratic process. How did they accomplish this? Through SMS messaging via their mobile devices. Anything they saw was reported via a mobile device (http://mobileactive.org/texting-it-in). While we like to think of mobile devices as cool gadgets, they are actually much more powerful than we give them credit for.
As we can see, mobile is a powerful tool that has helped make a difference in the political landscape. Political SMS campaigns have proven to be so successful “…that the Islamic Republic of Iran actually disabled its nationwide SMS network during the 2005 presidential elections” (Strategic Mobile Design). Where some nations are fearful of mobile’s impact, most have embraced it whole-heartedly. In the U.S., Rock the Vote launched a mobile campaign to attract younger voters to cast their ballots in the 2008 Presidential Election (MobileMarketer.com). Their efforts proved successful as the 2008 election marked one of the highest turnouts for voters aged 18-29 (http://www.hiphopdx.com). If mobile can make this much of an impact on politics, think about what it can do for your marketing efforts? For the most part, political activists have just used SMS to motivate the masses. Think about what you could do with mobile websites, Bluetooth marketing, mobile applications, and other advanced mobile features? The possibilities are endless.
Just how traditional sites have become an integral aspect of a business’s marketing strategy, now mobile websites are just as important. This main factor alone is why you need to focus on the content that you make available to your users via mobile. People that use their mobile devices for web browsing are more than likely on the go. Therefore, you need to develop content that is accessible for the mobile user. The following will give you a few helpful tips in developing the best mobile website content.
Perhaps the greatest feature of a mobile website is its ability to provide timely information. Because people access the mobile internet the most when they are away from home, your mobile website should offer location-specific information such as directions and stores hours. Additionally, users “surfing” the mobile web want to be able to find the information they need in as few clicks as possible. If they have a device that is hard to navigate on, they are not going to want to sift through pages of unnecessary text and graphics. Often times, files that are too large will cause a mobile device to crash. Thus, you need to keep your content short and simple, while still adding value for the user.
In order to make people engage with your mobile website, you have to tell them what to do. Ideally, your mobile website should represent one aspect of your overall mobile marketing platform. Your mobile site should have a clear call-to-action, asking users to sign up for your SMS campaign, or telling them to call in for a chance to win, or offering them a free trial, or anything else that ties into your overall marketing strategy. Whatever it is that you are asking your audience to do, it needs to be very clear and visible on every page.
While the content should be simple, it also needs to be interactive. Since so much of the mobile web experience is based on interaction, it is important that your mobile content change “…based on time, location, and social awareness” when possible. Mobile applications make this concept a reality. As new and innovative mobile applications are being developed every day, look into what applications could benefit your end users. Today, as many phones come equipped with features such as GPS chips, cameras, and video recorders, there are numerous ways to leverage your mobile website in a non-traditional way.
Ultimately, the content you develop for your mobile website will play a critical role in your mobile marketing campaign. According to M:Metrics, U.S. Smartphone users spend nearly 4.5 hours browsing the mobile Web each month. Year over year, mobile web browsing has increased 89 percent while page views have increased 127 percent. Thus, the content you put out there is extremely important in gaining an active mobile Web audience. As people start to visit your mobile web page more and more, they will become more inclined to interact with you in other ways. They may start to download applications you develop, sign up for your SMS campaign, purchase items via their mobile phone, watch videos, etc. A successful mobile marketing campaign begins and ends with good mobile web site content.
While mobile websites can be just as useful as the sites we visit on our laptops and desktops, there are some major differences that you must keep in mind when creating your mobile site. If the design and functionality of your mobile site is not appealing, people will not visit your web page. The same is true of a customary Internet site yet an entirely different set of rules apply when talking about mobile web design. If you’re planning on building your own mobile website, make sure you follow these basic guidelines…….
The first thing to think about when designing your mobile website is size. Your job is to utilize the small space of the mobile device to deliver the best possible mobile experience. Instead of the small monitor size being a detriment, think about ways to use it to your advantage. When many people think of mobile websites, they think of miniaturizing their existing Web page. While this may be an easy solution, it is not the best approach. A site designed for a PC is not meant to be viewed on the tiny screen of your mobile phone. It is hard to navigate and the overall design is not appealing to users. As you design your mobile Web site, make sure it is rendered for varying screen sizes. Mobile sites that are not built for multiple screen dimensions can appear off-center or bleed off the page. Currently, 240 x 320 (QVGA) is the most common screen size on the market.
In combination with the screen size itself, the layout of your mobile website is a very critical factor to consider as well. As much as possible, you want to eliminate the use of a horizontal scrollbar. It is much better to create multiple pages and tabs than to have your users scroll right to left to view the information on the screen. Additionally, it is your job to make the screen size appear larger than it actually is so the user doesn’t feel like they are navigating on such a miniature screen. Use techniques like zooming and panning to trick your users. This will enable them to get the most out of the mobile web experience.
While the size is a key component to building a user-friendly mobile site, the site flow is just as important. Keep in mind that people don’t use their mobile phones to “surf” the Web. They use it to find what they need in as “few clicks” as possible because they are often on the go. Therefore, don’t bombard them with long articles and un-timely information. Users should be able to find what they need within three clicks and it should only take them two seconds to download. Additionally, you want to make it easy for users to navigate back to the home page. There always needs to be a way to back track.
As mobile websites are becoming more popular among users, the design and functionality of your mobile site will become even more vital. According to studies done by Juniper Research, “… the number of mobile web users will grow from 577 million in 2008 to more than 1.7 billion in 2013.” Soon users will start to expect a certain level of quality and you will want to make sure your site meets their standards. In addition to the overall increase in mobile Internet users, people are starting to use the mobile Web for multiple purposes. According to M:Metrics, “Consumption is quickly evolving from brief transactions, such as checking the weather or flight status, to time-intensive interaction with mobile websites.” Thus, as time goes on, people are depending on the mobile web for more. You need to make sure your mobile website is designed in a way that promotes the user’s overall mobile internet experience.
If you’re thinking of diving into mobile, one of the first things you should do as soon as possible is to develop and build a mobile website. Sticking to the basics, a mobile website is an internet site that can be accessed via a mobile device. While you may not think there is an audience for the mobile web, according to eMarketer “There are 405 million mobile Internet users worldwide, and within four years this number is expected to double.” As the price of data plans continue to decrease and advanced mobile devices like the iPhone become the norm, people will become addicted to the mobile web much like they are to the World Wide Web. Thus, creating a mobile web presence now will likely lead to more success in the future.
Although the mobile Internet has been around just over 10 years, it has grown at an increasingly steady rate. Many believe this growth is due to three primary factors: the development of high-tech handsets, the establishment of base rate unlimited data plans, and advances in mobile applications, services and carriers. Without handsets that support advanced operations, the increased development of the mobile web would be pointless. Since handset manufacturers are able to build devices that enable users to experience rich media content, the proliferation of the mobile Internet has and will continue to grow.
In addition to the handsets themselves, another factor that has helped increase the use of the mobile Internet is that networks are moving away from variable priced data plans and closer to flat rate plans. With an unlimited economic price, consumers are becoming more and more likely to subscribe because they know exactly how much they are paying each month for the service. Lastly, the development and build of various applications has enabled users to engage with their phones more than ever before. These applications can make the user’s mobile internet experience more meaningful and keep them coming back for more.
While the mobile Internet is still a fairly new phenomenon, it is a vital piece to your mobile campaign. Currently, people expect a company/business to have a Web site. In the not so distant future, this expectation will also apply to the mobile Internet. Now is your chance to create a mobile web presence before your competition does. According to IDC, a market intelligence and research firm, it is conjectured that mobile devices will surpass PC’s as the primary tool for accessing the Internet by 2012. Therefore, in just a few short years, the mobile Internet is projected to gain a considerable audience. If you want to set the curve in mobile Web site development, now is your chance.
As you begin to develop your mobile campaign and strategy, consider how a mobile web site could help further your marketing agenda. In a report from Juniper Research, it is estimated that by 2013, the mobile web market will be worth $22.5 billion. Even though the mobile Internet is still developing, now is the best time to get involved. Consumers are steadily adopting mobile-Web accessible devices and subscribing to affordable data plans. Currently, we are on the cusp of a mobile Internet explosion where people will soon depend on the mobile Web for their day-to-day activities. If you want to run a successful, long-term mobile campaign, you will want to build a mobile Web site.
While we probably can’t imagine our lives without cell phones, the advent of the mobile device, as we know it, is a fairly recent phenomenon. In just a few years it seems the cell phone has morphed from a clunky, large device used only by a select few to an almost universal instrument that fits in our pockets.
When first introduced, cell phones served one function: to make voice phone calls. Now, mobile devices are designed to perform a number of advanced functions such as text messaging, taking photos, listening to music, surfing the mobile web, checking email, playing games, etc. As the mobile device has broadened its capabilities, it has also made the idea of convergence possible.
While nearly every other medium presents only one outlet for any given message, mobile makes it possible to market across multiple mediums that conveniently converge into one mobile platform. As you will see, integrating an effective mobile campaign should entail cross-marketing efforts that stretch across a variety of mediums.
First off, if you’re thinking of initiating a mobile campaign, you should use your current modes of marketing as a launch point. Advertise it in print ads, company signage, your brand’s web site, and anything else you use to promote your business. You want to gain people’s interests before you launch your mobile campaign so you must make them aware of it from the get go.
So now your audience is aware of your mobile operations, but how do you integrate it with your current marketing strategies? Mobile is a very dynamic medium. It can be used as a cross marketing channel, integrated with television, radio, print, billboards, and the Internet all at the same time. The mobile experience should be completely different than the experience one gets from reading an ad, watching a commercial, or listening to a radio spot. Mobile is an interactive medium so you have to employ this feature to your advantage. What’s even better about mobile is the rate at which people are adopting it. According to the Mobile Marketing Association, the “use of almost all mobile phone features is rising.” Therefore, use mobile in a way that furthers what a consumer gets from traditional marketing.
Because mobile serves so many diverse functions, it only makes sense that you should use mobile across multiple mediums and channels. For marketing purposes, mobile can be partnered with digital, print, television, outdoor and radio. While there are a number of innovative and creative ways to incorporate mobile with the above-mentioned mediums, we will use SMS as an example of how your mobile campaign can stretch across multiple channels. With each of these mediums, a marketer can use a simple call to action that will entice consumers to engage with your brand via mobile.
On the Web, a user could be asked to enter their phone number to receive a coupon. In a print ad, the consumer could be prompted to text to a short code to view informative product information. With television, viewers could be asked to text in to vote for their favorite contestant or enter a trivia contest to win a prize. In radio, listeners could text to receive a free download, request a song and even receive local traffic alerts courtesy of your brand. These are just a few ideas of what you can do with a simple mobile SMS campaign. The more creative and innovative you make your mobile campaign, the more ways you will find to interact with your consumers.
Ultimately, we see that mobile makes convergence possible. No longer does your marketing campaign have to be one-dimensional. Mobile provides you with an outlet that goes beyond one mode of communication and makes the marketing experience interactive. For the most success, mobile campaigns should be introduced in combination with existing marketing strategies to awaken your traditional marketing efforts. Because the mobile device has so many unique functions that go beyond simple voice phone calls, marketers need to learn how to adapt these qualities to benefit consumers. More and more, people are accepting mobile as a valid tool for obtaining information. According to the MMA, “Sweepstakes/voting and alerts about purchases and accounts are the applications with the most usage.” Therefore, there is a definite and attentive audience; they just need the right message. In essence, the mobile phone is like the ultimate medium, converging the roles and capabilities of all mediums into one.
Unlike other forms of marketing, mobile marketing is much different in that people are asking you to market to them. While this seems like a foreign and almost impossible task that is your primary goal: to be invited into peoples’ daily lives. So how do you accomplish this? In order to do this, you must offer people something they want; something that will add value to their day-to-day lives. Before you initiate a mobile campaign, think about your target audience and decide what you can offer them that will make them interact with you.
Considering we live in a world that is constantly on the move, mobile marketers that provide important, location- based information will find they have more success. It’s no secret that people are extremely busy and constantly in motion. Therefore, they need a marketing strategy that accommodates their routines. If a person is out running errands or needs to find specific information when they are away from home, they are very likely to turn to their mobile devices for answers. After all, “Location-specific knowledge is the No. 1 reason that people access the mobile web for mobile search” (Mobile Marketing Handbook). Thus, for even the most basic mobile campaigns, it is important to have a mobile presence. Doing this enables people to search for your location and contact information via a mobile keyword search. If someone needs to find the nearest auto repair shop for instance, they will want to know where it is located, its business hours, and what types of services they provide. Given that researchers believe that BlackBerrys and iPhones will become a person’s primary Internet connection by 2020, it is important to think about how you can utilize mobile search to promote your brand or business (http://www.pcmag.com/).
Another important benefit of mobile marketing is its ability to provide convenience to people’s lives. Because people carry their cell phones with them nearly everywhere, you could initiate a mobile alerts campaign. This type of campaign would enable you to send customers timely and useful information via a mobile device. You could alert them when their order was ready or make them aware of a special deal you have going on for a limited time. If the information you are sending is useful, your customers won’t view it as advertising, which will enable you to establish a relationship with them.
While a mobile campaign should provide convenience to the end user, research reveals that monetary incentives are highly desirable to consumers. In a Harris Interactive study, it was found that “80 percent of adults and 70 percent of teens identified ‘cash’ as the top incentive for responding to mobile advertising.” In mobile marketing, this could be done with a simple mobile coupon campaign where customers text a keyword to a short code and then receive a coupon that can be redeemed in person. While this is a very basic idea, you can customize it for your target audience to create an innovative interactive campaign. Even though people are very eager to save some “cash,” you will want to make sure your reward is alluring enough to make them interact. In the same Harris Interactive study it was also found that 54 percent of adult participants said they were willing to provide personal information to mobile marketers if the incentive was worth it.
Ultimately, we find that the more value a mobile campaign provides, the more successful it will be. Because a person’s mobile device is so personal, people need a reason to interact. They are not going to ask you to market to them if you are not adding value to their lives. Think about what you can offer your consumer base and how you can make their lives easier. Because mobile technology is all about convenience, your mobile campaign should be as well.
