Mobile Messaging

This multimedia product and its contents are protected under copyright law. The following are prohibited by law: • Any public performance or display, including transmission of any image over a network; • Preparation of any derivative work, including the extraction, in whole or in part, of any images; • Any rental, lease, or lending of the program.

Copyright © Pearson 2012

Copyright © 2012 Pearson Education Inc., All rights reserved.

Mobile messaging• Purpose: To deliver sales messages through

wireless mobile devices, such as smartphones

• Audience: Tech-savvy groups who have agreed to

receive such messages• Media: Popular wireless mobile devices such as

smartphones and iPads

Copyright © 2012 Pearson Education Inc., All rights reserved.

Mobile marketing can include• 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)– This lecture focuses on SMS (or short message service)

message: texts or mobile messages.

Copyright © 2012 Pearson Education Inc., All rights reserved.

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.

Copyright © 2012 Pearson Education Inc., All rights reserved.

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.

Content and organization• 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.

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.