1. Set your mobile marketing goals

Don’t just get swept up in the hype of doing something cool. Actually know what it is you are trying to achieve with your mobile marketing activity and set this out in terms that are specific, measurable, attainable, relevant and time-bound (SMART goals). Make sure that these goals are aligned with your business and marketing objectives.

2. Create an integrated marketing campaign

Don’t just shoot from the hip with a one off activity. Build greater synergies by ensuring it feeds into your other marketing activities and vice versa.

3. Research and planning

For a mobile marketing campaign to be successful, it must be compelling to your target audience. What are their hot buttons?

By researching the characteristics of your target market before developing your campaign ideas, you will come closer to developing a winning idea without wasting money on trial and error learning. This process also enables you to scenario plan possible reactions and outcomes for each of your ideas.

4. Remember the rule of value exchange

Define your market and your offering before you put together your communication to ensure that it will be relevant and valued by the end recipient.

5. Build up your database of mobile phone numbers

Like with any targeted marketing activity, you need a database. You can achieve this in many ways including asking for mobile phone numbers on order forms or you may want to consider competitions. However, if you are using competitions to collect data then don’t forget to register your competition with the NSW Office of Racing Liquor and Gaming.

A well known recent example of a campaign designed to build a database was for Barrack Obama, whereby an offer was made to text Obama fans the name of his running-mate in advance of the media.

6. Ensure compliance with the Privacy Act, SPAM Act and Do Not Call Register

I’ve spoken about this in my previous blog “The fundamentals of mobile marketing”. Use best practice principles including getting permission to use people’s contact details, privacy policy statements so that people know who you are and what you intend to use their details for and an easy way for them to stop receiving communications from you such as an “unsubscribe link”.

For more information, please check out the privacy commissioner website at http://www.privacy.gov.au/business/small/index.html.

7. Shop around for the best deal

There are many mobile marketing agencies, bulk SMS and MMS providers and Bluetooth marketing providers out there. So as I always say (even clients who approach us for quotes), always get a few quotes and shop around!

8. Be creative!

Really, the biggest stumbling block to mobile marketing success is your ability to creatively use it. The technology certainly exists to do almost anything and people are openly crying out for you to deliver convenience, connections with wider communities, entertainment or relevant updates.

By: Ben Shuker