Telephony Tips for Advertisers and Marketers

Advertising vs. Marketing

• Advertising exists to get potential customers in the door

• Marketing exists to engender a mutually beneficial exchange of goods or commodities

Know your demographic

• The most well-planned mobile marketing campaign will fail if it is aimed off center of the target demographic.

• Use personable language and wording appropriate to your business type, but avoid over familiar communications.

Inbound call tracking

• Assign local phone numbers to ads in order to determine which are useful and which aren’t

• Adapt ad budget to ramp up benefit and eliminate waste

Inbound call tracking cont’d

• The same theory can be applied to text message campaign opt-ins (opt-in code will inform as to physical location)

• Location specific marketing profiles are the way of the future and are easily built with SMS campaigns

SMS Campaigns

• When designing an SMS campaign– Incentivize opt-in– Incentivize every interaction thereafter– Do not abuse the right to contact people on

personal mobile devices– Always provide opt-out

SMS Campaigns cont’d

• When running concurrent SMS campaigns, make sure to offer different incentive levels

• Campaign designed to entice new subscribers should carry different benefits and incentives than regular customer loyalty program

Rewarding Loyalty

• Rather than giving away tchotchkes, reward loyal members with discounts on regularly purchased items or services

• Always provide incentive for customers to introduce friends, relatives, acquaintances etc. to your business

Tis the season

• Leverage seasonal trends to your advantage (i.e. sales coinciding with summer, discounts for customers wearing their favorite Hawaiian shirt, etc.)

• Bear in mind that kids are home from school in the summer, gear events and promotions toward catering to the family

Keep it simple, streamlined

• While the prevalence of online viral marketing leads some advertisers to create vast interactive ad campaigns, ultimately text messaging and mobile marketing should be conducted with simple colloquial verbiage and a straightforward approach

• Any website/sales site links should be fully optimized for mobile before being included in a campaign