5 TOP TIPS FOR THE NEW AGE OF MOBILE MARKETING
As we move cautiously towards the age of wearable communication devices such as the Apple Watch, marketers need to begin to think more about how to communicate on screens with very little retail estate. Graphics are a problem and user attention and patience are fragile. But being able to get your message to the customer and have it reviewed is a holy grail for digital marketers. We can expect major brands to start to pay attention to this opportunity.
For marketers familiar with SMS messaging the age of wearables is a double edged sword. As attention is focused on push notifications, more brands will experiment. This increases competition for the customers attention but also accustoms the user to seeing more notifications on their phones and wearables.
The challenge for SMS marketers is to own the mindshare with the customer before the competition increases. Marketers must communicate with precision and ultra personalisation to avoid opt-out. The communication today is on smartphones which give the marketer slightly more screen real estate and the ability to move the reader to the richer environment of a landing page. But what to say in the “push notification” delivered by SMS message is critical to success. Here are my top 5 tips.
1. IDENTIFY YOURSELF
Identify yourself. Use a consistent word to identify your brand at the beginning of the message. If your messages add value, readers will recognise your brand and read the message. Bombarding readers with constant unrelevant content is a sure fire way to lose your list.
2. MAKE THE READER FEEL SPECIAL
Make your reader feel special. Include a name and relate to the relationship you have with them. Nothing reads worse than a generic sale message. Relevant segmented lists shows the reader that you know what they’re interested in and who they are.
3. BE FOCUSED ON ADDING VALUE
Be focused on adding value. If your message helps them they are grateful. If not they are annoyed. There is little middle ground. Messaging a reader at the right time also helps with this. If they’re attending an event then text them on the day with directions.
4. AVOID SLANG AND ABBREVIATION
Avoid slang and abbreviation. Confusing messages will be ignored. Unfortunately some brands still think ‘text speak’ is the way to relate to the smartphone generation. But as mobile phones have evolved so have the keypads/keyboards, therefore text speak is no longer required.
5. INCLUDE CLEAR CALL TO ACTION
Include a clear call-to-action. Be clear about what the reader should do. You only have a couple of seconds to drive action. Make it easy for the customer, take them to a web page and show them exactly what you offered.
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