Is All Mobile Marketing SPAM?

When asked how they feel about mobile marketing most consumers respond with something akin to sheer horror. They envision getting interrupted at all hours of the day and night with unwanted incoming messages that are irrelevant to them.

It is likely they picture their email inboxes filled with spam messages and think that mobile marketing means exactly that – on their mobile phone. (Gasp!)

The reality is that when mobile marketing is done right people don’t think of it as marketing at all. Consumers welcome it to their device with open arms and are delighted when they interact with businesses and brands at their convenience.

So, how do we do mobile marketing right?

First and foremost we as marketers must think about the customer and what VALUE we can provide to them via mobile. We must focus on the fact that we are interacting with our customers on the most personal digital device invented. After all, what other media tool does a large majority of the population carry around with them every day, all day and rarely loan out or share with others?

There are six opportunities to provide value to customers via mobile. They are:

1) Location-Specific Information
2) Timely Knowledge
3) Make Life Easier
4) Financial Incentive
5) Entertainment
6) Connection

You can read more about each of these values here.

Tips for Mobile Marketing
that is Welcomed by Your Customers

Besides providing value to customers there are some other key components to launching a non-spammy mobile marketing campaign.

Be relevant.
My friend Peter Cranstone at 5o9 is adamant that anything provided via mobile must be relevant to the person holding the mobile device. I agree completely. If banner ads are aligned with the content on the mobile webpage, it feels like part of the content, not an intrusion. If your mobile marketing campaign offers something your customers want, then it is relevant.

Text message (SMS) communications must be initiated by the customer.
The true fear of consumers around mobile marketing is unwanted text messages appearing out of nowhere on their phone. No one wants to feel they have lost control over what comes into their personal space. Your text message campaigns must be customer initiated. They must text in to participate or opt in online and you must only send them exactly what they asked to receive. Only then will they feel comfortable receiving your message.

Mobile web pages must be accessible.
One big issue facing the mobile industry is accessibility. Not everyone has an iPhone or even a smartphone. Your website (with mobile-friendly content) must be accessible no matter what phone your customer is using. Make it easy to interact with your business via mobile by making sure you have done everything possible to ensure your site is accessible by everyone.

Bluetooth outreach needs to be permission first.
The ability to send out invitations to all phones in a certain location that have Bluetooth on and the device discoverable is a huge temptation to marketers. After all these people are so close – it seems only natural to want to reach out to them. It can be rationalized that the consumer can always decline the invitation and therefore not be bothered. I firmly maintain that initial invitation which is not requested or expected is bothersome. Instead let passers-by be invited to participate with signage.

BOTTOM LINE:
All mobile marketing is NOT spam and as marketers we need to do our part to make interacting with our companies something that our customers want to do. By giving them a good reason to do so (providing value) and following some common sense guidelines in reaching them, we can help fearful consumers relax and enjoy the benefits of smart mobile marketing.

5 Comments

  1. I get my Border’s coupon texted to me. It is great because I always have my phone so no worries about printing the coupon and leaving it on my printer. If I am not going by there during the coupon offer I delete it. (How green is that?) Plus if mobile marketing is less expensive than traditional direct marketing then in the end consumers win because prices can reflect this change. I wish more things were mobile.

  2. Hi
    I work for an outdoor pursuits business and we use text message marketing to keep in contact with our customers. When the client makes a booking we input their mobile number into our system and keep in contact with them via text. Its great for sending out offers and promotions, thank you notes and also just news updates on new activities etc.
    The company we use is http://www.txtlocal.co.uk. The service is easy to use and affordable.

  3. Hi

    Two important issues that you’ve shared to us:
    1. Using mobile phone to reach target market at all times is very important in today’s generation.
    2. Providing value to our consumers.

    Your info was a great help since our company is into Bluetooth Mobile Marketing and we really need to educate our target client that it is not a spam. So far, we got a good feedback from client and the receiver or end-customers.

    http://www.catchbluezone.com

  4. @Kathryn
    As long as your customers know that when they make a booking that they will also be getting offers and promotions, etc, that is great.

    @Annaliza
    When Bluetooth marketing is done correctly (when it is 100% customer initiated and no unexpected initial message asking if they want to participate is sent to everyone walking by)it is not spam.

    I do think that when that initial query asking all passersby if they want to receive information via Bluetooth is sent out without permission that it is spam.

    It is a controversial point around Bluetooth, but I stand firm in my thinking.

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