Telephony Tips for Advertisers and Marketers

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Telephony Tips for Advertisers and Marketers
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Advertising vs. Marketing

• Advertising exists to get potential customers in
  the door
• Marketing exists to engender a mutually
  beneficial exchange of goods or commodities

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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.

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Inbound call tracking

• Assign local phone numbers to ads in order to
  determine which are useful and which arent
• Adapt ad budget to ramp up benefit and eliminate
  waste

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Inbound call tracking contd

• 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

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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

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SMS Campaigns contd

• 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

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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

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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

10
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