6 Best Practices in Mobile Marketing

With mobile phone penetration at 90 percent in the U.S., according to CTIA, and about half of this wireless phone-carrying audience actively using SMS messaging, mobile marketing is on the cusp of rapid adoption.

To help marketers get a handle on this emerging medium, Lyris CMO Blaine Mathieu shared last month some best practices and examples in a Target Marketing webinar, Using Mobile for E-mail Campaigns: A Primer.

Some considerations for mobile marketing success include:

  • Make offers simple and straightforward to redeem, given the immediate nature and display parameters of phone screens.
  • Manage frequency carefully; mobile is a personal device, so be aware of audience threshold/tolerance.
  • Drive use by simplifying the experience and continuing to migrate subscribers to messaging bundles.
  • Track your efforts and optimize over time, measuring:

• number of messages delivered to the gateway;

• number of messages delivered to handsets;

• number of offers redeemed; and

• overall response by keyword or common short code to track how promotional media worked.

  • Integrate mobile promotions into all other channels, including direct mail, e-mail, Web, social media, broadcast, etc.

Publish date: October 14, 2009 https://dev.adweek.com/performance-marketing/6-best-practices-mobile-marketing-413426/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT