Wednesday, 25 July 2007

Interactive Mobile Marketing

Mobile Marketing

I aim to keep up to speed with the Interactive Mobile Marketing medium and its capabilities. Reviewing how mobile can engage customers:

Big players in UK include the below:

Response Mobile
Incentivated
Sponge – UK market leader in mobile marketing applications.
Dennis publishing - Head here focused on integration of the medium (Background in Multi Channel Business, Mobile, Digital, TV, Kiosks and Messenging)

Quest to get data on

Which handsets drive consumer service adoption?
What is the demo profile of users of video services?
Music services ? News and info services ?
What market trends in mobile will open up new business opportunities ?
Mobile = Interactivity, Content, Sales Promo (Get sample, brochure), Advertising (TXT/AD -118, MTV) Direct response, Customer service & CRM (Remind me of flight – Orange Wednesdays, Gym Membership, Tickets)

Managed services would include

Platforms:
Some companies charge a one of platform fee, others a by application fee. Expect to pay between £2K to £10K

Maintenance:
Expect to pay between £500 - £1500 a month
Dedicated short codes will cost additional £1K

Messages:
SMS – 6p outbound message
MMS – 30p per outbound message (less than 30kb)
WAP Push – 9p each.

Bespoke costs:
Creative copy, solution design, database creation and management, WAP site design and build, Project management

Tasks in setting up a mobile campaign

Setting up a keyword and short code combination

Creating or receiving a file of unique codes that appear on the product, Creating a validation process that will check such codes when receivd.

Creating a bounce-back message of messages and associating them with known incoming words (B this includes establishing misspellings and variants)

Database creation and profiling (inc: Capturing ongoing permission when appropriate)

Capacity planning (esp where volume ‘spikes’ are expected and/or known)

Testing (all known outcomes and timescales within Service Levels)

Performance monitoring

Close down and reporting

1 comment:

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