3295.quirk emarketing mobile_marketing101_ch11

Mobile Marketing 101: Chapter 11:
Planning a Mobile Marketing Campaign

Planning a Mobile Marketing
Campaign
Introduction
When it comes to executing a successful Mobile Marketing campaign, planning is half
the battle. Using the right channels to reach your market is important to ensure a
rewarding investment.

The first part of this planning is to ensure that you aren’t labelled a spammer. Much
the same as email, content received via mobile needs to be solicited. It’s important to
remember that you don’t have to be selling or promoting generic pharmaceuticals or
fake Rolex watches to be considered a spammer. Though rules and regulations differ
between countries and service providers, it’s important to ensure that your content
and campaigns are always above board.

Key Terms and Concepts
419 Scam A common scam, gaining it’s name from the Nigerian Criminal Code, 419
scams involve requesting money from an individual on the premise that
they will be exponentially reimbursed.

Banner An online advertisement in the form of a graphic image that appears on
a Web page.

Browser An application used to access and navigate through the Internet.

CGM Stands for Consumer Generated Media. Another term for Social Media.

Data broker Merchant of user data, including phone numbers or other information.

Landing Page The page a user reaches when clicking on a paid or organic search
engine listing or a banner advertisement. The pages that have the most
success are those that match up as closely as possible with the user’s
search query.

Opt-in Also known as subscribe. Explicitly requesting to receive information
from a company. All responsible marketers ensure that only users who
have opted in receive their communication. If you haven’t opted in - it’s
SPAM!

Opt-out Also known as unsubscribe - The act of removing oneself from a list or
lists so that specified information is no longer received.

ROI Stands for Return on Investment. The ratio of cost to profit. An example
of this is advertising spend as a percentage of the revenue that it
generates. At this stage, only 5% of the top 500
online retailers based in the US have an
RSS Really Simple Syndication. RSS allows you to receive/syndicate m-commerce platform.
information without having to constantly open new pages in your
browser.

Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience www.quirk.biz info@quirk.biz
in providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London offices, Quirk
provides exceptional client service to a wide range of clients including: Google, Sun International, South
African Tourism, First National Bank and Warner Bros.
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Social Media The media that is published, created and shared by individuals on the
Internet, such as blogs, images and video.

Social network In the online sense, this refers to a type of website model where
individual members become part of a broader virtual community.

Spam Unsolicited promotional content.

Syndicate Making content available for publication and distribution.

Traffic This refers to the visitors that spend time on a website.

URL Stands for Uniform (or Universal) Resource Locator. The unique
address of a site or web page on the Internet. For example http://www.
gottaquirk.com

Usability Usability is a measure of how easy it is for a user to complete a desired
task. Sites with excellent usability fare better than those that are
difficult to use.

W3C Stands for World Wide Web Consortium (www.w3c.org). An organisation
which oversees the Web Standards project.

WaSP Stands for Web Standards Project, an organisation of individual projects
poised to standardise elements of the Web.

Mobile Strategy

When considering your mobile strategy, there are a number of things that you need
to take into account. These things need to be planned in advance and implemented as
your campaign takes shape.

Define your goals: What would you like to achieve, sales leads, newsletter signups.
Remember to think SMART (Specific. Measurable. Achievable. Realistic. Timely.)

Research your market: Gain as much market understanding as possible to ensure
that your approach is correct.

Plot your presence: Decide what mediums to use (MMS, mobile website, Social
Media), and how to cross-pollinate between them.

Define your message: What tone and angle are you going to take to inspire your
target audience to get involved?

Create sharing opportunities: Create share points, and invite users to share your
content or information between handsets or platforms easily.

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Feed your campaign: Fan the flames by releasing updates and encouraging
renewed interest. What are white lists? In short, a white list is a
database of authorised email or IP addresses

Track, analyse and optimise: Mobile Marketing is great in that it allows for that are excluded from the spam filters
and other protocols. Not only are blocked
precision analysis and tracking, making campaign optimisation an ongoing
messages not seen by the recipient, but they
process.
still cost the money.

Permission Based Marketing – Not Spam When sending out legitimate marketing

Spammers use wily tactics to bypass filters which could be set up by the Internet messages to a willing audience, it might be
worthwhile to include instructions on white
service provider, the mail provider or the individual. Often, these messages don’t
listing, during the sign up process to ensure
even contain sales content.
that your communications are not lumped in
the recipients automated spam folder
In fact, they are often simply blank or containing misspellings, conversational text
and other ‘disinformation’ in an effort to bend the rules, confirm the validity of
addresses and generally make filtering the channel almost impossible.

Permission based marketing involves building up, and communicating with a
database of consumers who have agreed to be included in your contact list. This
cuts out the irritation of obtrusive, interruption marketing and advertising for the
consumer. What this means for companies is that there’s a need to drive voluntary
signups and commit to the eradication of spam.

Permission based marketing has a high return on investment (ROI) as the audience
are expecting your communication (e.g. weekly newsletter), while the content itself is
easily measurable, segment-able and customisable on a mass scale.

Bluetooth Messaging
Because restrictions and limitations vary, we often find that the ‘rules’ of Marketing
are based in best practice guidelines, not laws. These rules are often the subject of
much debate. Bluetooth messaging, for instance, is a medium with little in the way of
prescribed etiquette.

Because the broadcasting of Bluetooth messages, or Bluecasting, is made available
to mobile users in close proximity, there is much opportunity for Location Based
Services (LBS, also sometimes termed ‘proximity marketing’) at shopping centres
and other commercial hubs.

But at what stage are location-specific Bluetooth messages deemed solicited?
Globally, the conventions vary, depending on the local laws, market and consumer
expectations.

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Like cold calling, people don’t necessarily want to be bothered with a sales pitch
from a complete stranger. Despite this, in some countries, just having Bluetooth
enabled on one’s handset is enough to be seen as open to marketing messages.

Other locations use signs to warn patrons of the services, much like locations with
CCTV security cameras are required to inform the public. Calls to action are used
on posters and at other promotional points to inform and encourage users to switch
Bluetooth on and set their phones to ‘discoverable’ mode.

Users do have to accept to pair with a device to receive content (although certain
older mobile models didn’t have this setting), thus some argue that Bluetooth
marketing is less invasive than TV or Radio ads.

While the pairing confirmation itself can contain a branded device name (e.g. “Would
you like to pair with Quirk eMarketing to receive content”), emphasis is also placed
on how a user can op-out, often adding themselves to a list of those who do not wish
to be bothered.

The CAN-SPAM Act
According to Ferris Research, 1.1 billion SMS-based spam messages were delivered
in 2007 in the US alone, up a whopping total of 38% from the year before.

The Federal Trade Commission (FTC) calculated that in 2002 63% of all spam which
included an opt-out option did not unsubscribe the user when clicked on or made
matters worse.

The Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
(or the CAN-SPAM act if you’re in the know) was developed and implemented by the
FTC to protect both the sender and receiver of promo content.

While spam is a fluid term that changes from person to person, or country to
country (e.g often known as m-spam on mobile devices), the offending factors which
constitute spam include:

Unsolicited contact

Sending adult content

Sender misrepresentation

Misleading subject lines

No opt-out function

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The National Do Not Call registry in the US came about because of the Do-Not-Call
Improvement Act of 2007, protecting those who have expressly opted out from any PhonepayPlus

commercial communication.
PhonepayPlus is a regulatory body based
in the UK which helps to investigate and
Interestingly, in the European Union, if your mobile number is located on a contact
straighten-out landline and/or mobile billing
database, under the Data Protection law you have the right to request to view all the discrepancies on behalf of the consumer.
personal information collected on you, as well as the source of the data.
The organisation also regulates premium
Case in Point services (such as making sure that
subscription services are as easy to opt-out
In June 2009, In the case of Satterfield v. Simon & Schuster inc. in the US, it was
of than to join), and offers a Code of Practice
ruled that promoters must have consent to call the public, resulting in the term ‘call’ for businesses. The document clearly
also being extended to SMSs. outlines the best practice principles of
mobile marketing communication, including
Laci Scatterfield had purchased a ring tone from the mobile marketing firm, but premium services etc.

filed a class action lawsuit against Simon and Schuster publishers after receiving an
Plus, the PhonePayPlus Number Checker
unsolicited promo SMS for a Stephen King novel, aptly titled ‘Cell’.
can verify UK numbers, especially dubious
numbers on one’s itemised billing.
The case also set the precedent that publishers are to be held accountable
for violations rather than service providers, and that any computer capable of
generating and dialling numbers be categorised as an ‘auto dialler’ (also known as a
war dialler). This brought the US Telephone Consumer Protection Act of 1991 into the
21st century.

Terms and Conditions
Tucked away in a corner, terms and conditions are essential to conducting business
online. Important for covering all of your legal bases and portraying your business
as a credible organisation, your terms and conditions should contain everything from
privacy, copyright and contact details, as well as third-party associations (preferably
reassuring that user information will not be sold to third-parties).

How should you go about writing your terms and conditions, specifically for a mobile
environment? Well, it’s quite a tricky piece of copy to write - but it’s cheaper and
easier to write it yourself and the have a professional look over than have a lawyer to
write your terms and conditions from scratch.

Have a look at a range of similar businesses to see what the normal points of
importance are, and be truthful about your intentions. If you intend to keep personal
information private, state so clearly.

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Case Study: Dizzee Rascal and Blyk UK
Sometimes dialogue can be the best solution to improving awareness and creating
consumer demand, before the product or service has even been launched.

Dizzee Rascal (Dylan Kwabena Mills), a rapper and producer from East London
joined forces with Blyk UK, to promote his “Dance wiv me” single – together they
planned a campaign that proved a huge success.

Blyk is not so much a mobile advertising platform as it is a mobile engagement
platform. Aimed at the younger generation, Blyk has databases of subscribed users
who choose to accept quality information and valuable content such as special offers
– rather than advertising messages.

Targeted fans who had registered with Blyk were sent an SMS teaser, asking simply
“Are you feeling Dizzee?”

On release day of the single, those that responded to the message were sent an
exclusive Dizzee Rascal wallpaper and information on where to buy the single or the
Tongue “N” Cheek album (iTunes for the single and 7digital.com album pre-order).

After release, fans were given the opportunity to use their mobiles to ask the grime/
garage rapper questions - the best questions being rewarded with free music.

Initially, the teaser SMS campaign was sent out to just under 60 000 recipients, 39%
of whom responded positively and 34% of whom downloaded the exclusive Dizzee
Rascal wallpaper on the day of release.

Number one on the UK singles, airplay, dance and R&B charts, Dance Wiv Me was
the twelfth top selling single in the UK that year, selling 40 000 copies in the first
week.

Never mind the sales as a result of the general buzz; participants of the Blyk UK/
Dizzee Rascal mobile campaign represented a quantifiable 6% of the total sales.

Further Discussion
Where does one draw the line between solicited and unsolicited Mobile Marketing

communication?

What are the advantages of a mobile commerce platform complimenting a

conventional purchasing system?

What legal bases should you cover for your unique mobile operations?

How can tracking and measuring help you redefine your tactics towards success?

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What’s Up Next?
Mobile 101: Chapter 12
Mobile Integration

Having a mobile presence is one thing, but integrating your channels and
implementing advanced methods can greatly help with your success.

Take a closer look at some techniques and tools to optimise your presence and
streamline processes in the final instalment of the Mobile 101 series.

References
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http://epic.org/privacy/junk_mail/spam/

[Accessed July 15]

Eydie [June 25 2009] Mobile Advocacy Coalition: Protecting SMS Marketing

http://www.mobilemarketingwatch.com/mobile-advocacy-coalition-protecting-sms-

marketing/#more-3472

[Accessed July 13]

foxnews.com [Date Unknown] .Mobi (WAP) Guidelines

http://advertise.foxnews.com/creative-specs/mobile-guidelines/

[Accessed July 13]

Graham Charlton [July 17 2009] Mobile commerce: best practice tips

http://econsultancy.com/blog/4234-mobile-commerce-best-practice-tips-2

[Accessed July 20]

Justin [June 23 2009] $90M Awarded In SMS Spam Case, Best Practices Anyone?

http://www.mobilemarketingwatch.com/90m-awarded-in-sms-spam-case-best-

practices-anyone/

[Accessed July 13]

Krista [March 12 2007] Setting S.M.A.R.T. Goals

http://www.realtybizcoach.com/2007/03/12/setting-smart-goals/

[Accessed July 13]

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LegalArchiver.org [Date Unknown] The Can-Spam Act 2003

http://www.legalarchiver.org/cs.htm

[Accessed July 13]

Met.police.uk [Date Unknown] Fraud Alert - 419 Fraud

http://www.met.police.uk/fraudalert/419.htm

[Accessed July 15]

Mills, Elinor [June 7 2009] FAQ: How to vanquish mobile spam

http://news.cnet.com/8301-1035_3-10280533-94.html

[Accessed July 13]

mobiadnews.com [December 8 2008] Dizzee Rascal Driving record sales through

dialogue

http://www.mobiadnews.com/?p=3105

[Accessed July 20]

Mobile Marketing Blog [March 13 2009] Bluetooth Marketing: Legal or SPAM?

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spam.html

[Accessed July 15]

Mobile Marketing Blog [November 21 2008] Can a Police Bluetooth Network Be

Illegal?

http://www.mobile-marketing-blog.net/2008/11/can-police-bluetooth-network-

be-illegal.html

[Accessed July 20]

Mobile Marketing Blog [November 3 2008] Protect Your Proximity Marketing

Campaign From Being Called SPAM

http://www.mobile-marketing-blog.net/2008/11/protect-your-proximity-

marketing.html

[Accessed July 13]

8


Nelson, Simone [Date Unknown] How to Write Standard Website Terms and

Conditions of Sale

http://www.newbroomsoftware.com/write-website-terms-conditions.htm

[Accessed July 15]

Neman, Shane [June 30 2009] FOR IMMEDIATE RELEASE: Mobile Advocacy

Coalition forms to lobby FCC

http://www.mobileac.org/2009/06/initial-mac-press-release.html

[Accessed July 13]

Norcross, Troy [September 23 2005] Bluetooth Marketing - Take II

http://www.consumer-preference.com/2005/09/bluetooth-marketing-take-ii.html

[Accessed July 13]

Norcross, Troy [June 12 2009] Q&A: Troy Norcross on Bluetooth Marketing at

E-Consultancy

http://econsultancy.com/blog/4011-qa-troy-norcross-on-bluetooth-proximity-

marketing

[Accessed July 13]

Rudi, Corey [Date Unknown] How to Run a Successful, Legal E-Mail Marketing

Campaign

http://www.entrepreneur.com/ebusiness/gettingtraffic/

asktheebusinessmarketinganddevelopmentexpert/article68868.html

[Accessed July 13]

slashdot.net [August 11 2006] Who Benefits from Spam, Anyway?

http://ask.slashdot.org/article.pl?sid=06/08/12/0043214

[Accessed July 15]

W3.org [October 3 2007] PLING - W3C Policy Languages Interest Group

http://www.w3.org/P3P/

[Accessed July 14]

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W3 [Date Unknown] Mobile Web Initiative - The Web on the Move

http://www.w3.org/Mobile/

[Accessed July 14]

Warsi, Abid [Octeober 2007] 7 usability guidelines for websites on mobile devices

http://www.webcredible.co.uk/user-friendly-resources/web-usability/mobile-

guidelines.shtml

[Accessed July 13]

WiseGeek.com [Date Unknown] What is Mobile Phone Spam?

http://www.wisegeek.com/what-is-mobile-phone-spam.htm

[Accessed July 13]

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