Mobile marketing (using SMS – the short messaging service to send text messages via mobile phones) is emerging as a direct and powerful way to communicate with customers. Although text messaging originated as a teen trend, it has now gained mainstream appeal. Indeed, banks, insurance companies and television stations have all used mobile marketing campaigns to build relationships with older mobile users.
Product Details
* Pub. Date: December 2002
* Publisher: Kogan Page, Ltd.
* Format: Paperback, 226pp
* Sales Rank: 591, 319
* ISBN-13: 9780749437985
* ISBN: 0749437987
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Biography
MATT HAIG is the author of the novel “The Dead Fathers Club”. His writing has appeared in The Guardian, the London Sunday Times, The Independent, and the Sydney Morning Herald. He lives in Leeds, England.
* Table of Contents
Table of Contents
List of figures
Foreword
Introduction 1
1 The text phenomenon 6
SMS: the quiet revolution 6
Text benefits 7
Marketing benefits 10
Everything you ever wanted to know about text (but were afraid to ask) 11
Balearic beginnings 14
SMS pioneers 16
SME SMS 17
A limited canvas 18
Types of campaign 18
Beyond the youth market 19
Text versus Web 21
2 The mobile mindset 23
Permission marketing 23
Think narrow 24
Mobile branding 25
Building an infobrand 26
Adding real value 27
Pull and push 31
Push marketing problems 32
Pull marketing problems 33
Viral marketing 34
New York Celebrity Sightings: Learn from a viral phenomenon 36
3 The mobile marketing menu 40
Premium services 40
Case study: Bridget Jones’ Diary 42
Paid content PC problems 44
Paid content: mobile success 46
Competitions 47
Coupons 50
Tickets 51
Location, location, location 53
Case study: location-based shopping 53
Alerts 54
Sponsorships 55
Mobile payment services 56
Mobile channels 57
The best text you’ve ever had 59
4 Two-way marketing 61
A two-way medium 61
Connected markets 64
Getting personal 65
Market research 67
Text chat 69
Case study: Ministry of Sound’s two-way approach 72
5 Responsible marketing 75
The need for responsible marketing 75
The spam problem 77
Spam-free services 79
Mobile marketing regulations 80
Case study: spam stuck on the menu for South African mobile users 81
Spam: industry perspectives 82
Avoiding message fatigue 84
Case study: Carlsberg’s World Cup campaign 86
Pull marketing 88
Marketing to children 88
Text overload 91
Legal implications 92
6 Generation text 94
The new power generation 94
Teen text 95
Explaining the teen text phenomenon 96
Mobile culture 99
Pay-as-you-go 100
Customizable mobiles 101
Case study: Cadbury ‘goes large’ 102
Ringtones 103
Mobile gaming 105
The text epidemic 108
Ten teen commandments 108
Case study: East West Records wireless marketing campaign for Oxide & Neutrino by Aerodean 111
7 The language of text 113
A new language 113
The right balance 115
Text misconceptions 116
Case study: the Guardian SMS Poetry Competition 118
8 Integrating mobile campaigns 122
Text messaging and television 123
Case study: television takes a break for SMS link-up 124
Print media 125
Case study: Top of the Pops magazine text club 128
SMS, MMS and the Internet 130
SMS and outdoor advertising 132
The reason for text 133
SMS and radio 134
SMS: the perfect back channel 135
Exploiting the full media potential 136
Product promotion 137
9 The global message 139
Text messaging: a global phenomenon 139
The operator’s perspective 142
The view from Europe 143
Case study: E-Taxi, Irish innovation 145
Texting the United States 145
10 Implementing a campaign 149
The technological requirements 149
Software solutions 151
Case study: the Cellar Society use Brand2Hand 157
Marketing agencies 158
11 The mobile Internet 164
A rough ride 165
WAP problems 166
The WAP Forum 167
The WAP brand 167
Say WAP? 168
Big in Japan 169
GPRS and 3G 170
Mobile Internet marketing principles 170
Case study: Yell.com’s WAP service 172
Case study: location-based WAP marketing 173
Reasons to be cheerful 175
RIP SMS? 176
12 Future technologies 178
3G 178
Case study: Nokia’s 3G survey 181
MMS: ‘SMS on steroids’ 182
Interactive voice response 185
Bluetooth 185
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