U4_JOU231_MobileMessage.ppt

1. Mobile Messaging
• Purpose: To deliver sales messages through
wireless mobile devices, such as smartphones
• Audience: Tech-savvy people who have
agreed to receive such messages
• Media: Popular wireless mobile devices, such
as smartphones or iPads
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2. Types of Mobile Marketing
• Downloadable wireless software apps that
offer special services
• Text coupons
• Microblog messages about product reviews,
availability or discounts
• GPS (global positioning systems) technology
that issues coupons or other sales messages
when customers near their favorite stores or
restaurants
• Text messages (known as mobile messaging)
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3. Format
• Short Message Service texts are limited to 160
characters and spaces.
• The increasing sophistication of mobile
devices allows reception of MMS (multimedia
messaging service) messages, also known as
rich-media messages.
• Message formats/designs and payment plans
are affected by an organization’s texting
service provider.
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4. Content and Organization
• Messages are brief.
• They focus on benefits.
• They promote a continuation of the
relationship with the consumer; they strive to
prompt a response.
• Two categories of sales-related texts exist:
initiated messages and response messages.
Copyright © 2012 Pearson Education Inc., All rights reserved.

5. Mobile Messaging Tips
• Coordinate mobile messaging programs with
other sales and marketing programs.
• Send no more than one initiated message per
week to individual consumers.
• Familiarize yourself with the Mobile
Marketing Association’s Code of Conduct for
Mobile Marketing. The Mobile Marketing
Association recommends adding this closing
to any sales-related texts that solicit a texted
response: “Msg&data rates may apply.”
Copyright © 2012 Pearson Education Inc., All rights reserved.