As mobile devices become more and more pervasive, businesses must recognize this opportunity. A mobile strategy has gone from a desirable addition within a marketing plan to a critical segment.

1. How To Engage Your Customer With Mobile
Marketing
By Lorél Marketing Group

2. People use the mobile phone to
run their lives - making calls,
exchanging text messages,
sending photos, getting
directions, surfing the internet
and checking email.
While consumers of all ages
own mobile devices, mobile
marketing still requires
understanding the target market
and what it does with these
devices.
Lorél Marketing Group suggests
these ideas to get started in the
right direction with your mobile
marketing strategy.

3. 1. Define the Strategy:
• Understand your mobile
users, their behavior and
usage.
• Leverage the mobile
platform and enable
consumers to do what they
like.

4. 2. Determine the
Communication:
Leverage the existing channels
that you already use with your
customers - email, direct mail,
point-of-sale advertising,
banners, websites and print ads
• Get customers to interact
or respond via their mobile
phones
• Clearly state the basic
steps required to engage
• Launch it as part of an
integrated campaign
instead of a stand-alone
effort

5. 3. Understand the True
Cost:
Mobile marketing is not cheap for
anyone
• Not all customers have unlimited
plans
• A typical mobile campaign will
require 4 SMS messages:
1. SMS 1 to start the request to
opt-in
2. SMS 2 back to the consumer
to notify of the request
3. SMS to have the consumer
confirm
4. SMS 4 to welcome the
consumer to the program
before the engagement
begins

6. 4. Allow the Customer
to Choose:
The subscriber has to opt-in to
your mobile marketing program
• Gain approval to message
your customer
• Update your privacy policy
and terms to include
mobile campaigns

7. 5. Allow Customers to
Manage the
Communication:
• Allow customers to profile
how and when they would
like to be messaged
• Maintain a reasonable
frequency
• Keep message short and
direct

8. •
6. Manage Consumer
Date with Respect:
• Use the date to drive
segmentation ad
personalization
• Tailor the message to the
interest of the consumer
• Commit and state clearly
that you will not share the
consumer’s information
with others, i.e,. Non
affiliated third parties.

9. 7. Make the Offer
Relevant and Valuable:
When you develop your offer for
the campaign, make sure that it
is something of value in return
for the objective of the
communication campaign.

10. A Closing Remark:
The Key to mobile marketing
success is to be very customer-
centric and provide relevant
information and engagement
that is driven by the protocol of
the mobile device.
Your motivation needs to me
transparent and your offer needs
to be clearly stated.

11. Want to jump start your marketing strategy
and programs?
Lorél Marketing Group can help you get started with a no-cost
discovery meeting that can align your goals with a vision for your
success. Care to learn more? Contact us today at info@lorel.com
Lorél Marketing Group
Graphc Arts Building
590 North Gulph Road
Valley Forge, PA 19406
(610) 337-2343
www.lorel.com
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marketing-group