1. Mobile Origination for Local Marketers
Mobile List Building

2. Mobile For Local
• Mobile messaging must be a part of
local marketing
• Synergy between corporate and local
marketing is essential
• Message relevance and frequency must be
coordinated and managed between corporate
and local messages
• Mobile communication must be invited, desired
and highly relevant
• To produce long-term value, mobile messages,
across all mobile-consumed channels, must be
integrated into and coordinated with a larger
multi-channel communications strategy

3. Creating Mobile
Marketing Relationships
• There are two primary ways to create a mobile
marketing relationship
1. Focus on existing relationships
 Expand customer engagements by inviting them
also become mobile message subscribers
 It’s helpful to offer a “thank you” reward
2. Add new ones or grow current relationships
through mobile origination campaigns
 Mobile origination campaigns begin with the
mobile device user origination the interaction in
response to an invitation from you
 They often involve and offer, contest or game to
get the user to provide their number

4. The Challenge of Mobile
List Building
• Customers must be viewed by corporate and
local as shared, acquired and managed
 One list with multiple access and user
permissions
 Ability to use guidelines and permissions
• The relationship between the brand and local
outlet must be understood by the customer
 Successful long-term relationships require
shared ownership
 The customer must see two facets to one
relationship
• Mobile marketing will only succeed when the
right balance and frequency of relevant,
valuable communications occurs
4

5. Mobile as Part of a Multi-Channel
Coordinated Marketing Process
• Marketers think in terms of channels.
Customers don’t
• Messages must be short, impactful and
mobilizing
• Integrating mobile messaging into a broader
campaign is no longer a daunting task thanks
to advanced marketing platform technology for
distributed marketers
• Launching messages from within a distributed
marketing platform ensure brand standards
and list guidelines have been met
5

6. Engaging User Experiences
• Mobile devices are used for engaging
consumers in different marketing channels
• All content must be created with ultimate
flexibility in mind
• Landing pages must display well on mobile
devices. If not, users will quickly move on
• QR codes or short codes can be an added
default to any multi-channel marketing
campaign that includes a landing page to help
create mobile marketing relationships and build
mobile marketing lists
6

7. Integrity as a Cornerstone
• Integrity must be the cornerstone of every
mobile-based customer engagement
• An invitation to be part of an individuals mobile
world should not be taken lightly nor mistreated
• Turning an individuals response to an offer into
an ongoing relationship require responsible
actions on the marketer’s part
 The consumer should understand what they are
consenting to by responding
 The consumer must also have an easy path to
end the relationship at any point
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8. Summary
Recognize that mobile messaging is only one
channel by which content is consumed on a
mobile device
Respect relationships with
customers/prospects
Engage as one unified entity rather than as
corporate and as local
Share mobile lists and follow shared
use guideline
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9. Summary Continued
Optimize all marketing messages – not just
mobile – for mobile consumption
Be worthy of the invitation to be a part of
the individual’s mobile community
Adhere to standards of industry conduct
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10. For More Information Contact Saepio
• Download the White Paper • sales@saepio.com
• www.saepio.com
• 877.468.7613
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