The management of the end-to-end mobile interaction–i.e. the use of mobile marketing as a booster of the marketing encyclopedia and not only as below-the-line instrument–requires a number of functionalities that span across several steps of the mobile marketing continuum. We review these requirements and indicate when requirements are specific to fully managed services offered by [...]
Tuesday, March 24, 2009
Customers should clearly and distinctly be given the opportunity to object free of charge and in an easy manner to a direct electronic mail marketing campaign. In short, this exceptional opt-out mechanism provided by the directive has to be free and user-friendly. Most operators and mobile marketing ASPs have implemented this rule from the beginning [...]
Tuesday, March 24, 2009
A marketer that obtains electronic contact details for electronic mail from its customers, in the context of the sale of a product or a service, can use these details for the direct marketing of its own similar products or services. The first implementation issue for mobile marketing providers is to define the term “customer”. This [...]
Tuesday, March 24, 2009
The clarification of the legal concept of “customer” is useful in determining the appropriateness of using either opt-in or opt-out marketing approaches. The case of the second-largest operator in Finland, Radiolinja, is an example. From the early years of mobile communication, Finland has had a similar legal opt-in regime to the one recently adopted [...]
Tuesday, March 24, 2009
The following example illustrates the principle of mobile interaction management. A campaign is assembled with two objectives: * drive sales for a particular product * collect and enrich a database with mobile user data. The different components of three campaigns are presented in Figure 2.17 along the reach-dialogue-learn sequence. The first campaign starts from [...]
Tuesday, March 24, 2009
Content and personalisation The message pushed to each member of the target list will be written according to a number of elements: * target list characteristics–which determine how the text will be authored, e.g. loose for younger audiences, but more conservative for other target groups * the mechanism used to determine the maximum length of [...]
Tuesday, March 24, 2009
Offline acquisition Millions of marketers continue to interact with their customers through direct marketing. The direct mail industry in particular has grown steadily over the past couple of years. More than US$200 billion is spent globally every year in direct mail marketing. The proponents of mobile marketing are aiming to leverage this means of communication [...]
Tuesday, March 24, 2009
The term “permission marketing” refers to a permission-based trend in marketing strategy. It causes marketers to take a more segmented and personalised approach to their communications with customers. It is based on the principle that permission should be the driving element of marketing communication. Mobile interaction management is an extension of this trend to [...]
Tuesday, March 24, 2009
We have been cautious until now with the use of personalisation in campaign elements. This has been to better dissociate promotional mobile marketing campaigns from mobile campaigns aiming at growing and enriching the marketing encyclopedia, placing most of the promotional objectives aside. While promotional marketing campaigns are mainly driven by short-term commercial objectives and are [...]
Tuesday, March 24, 2009
The complexity of mobile campaigns is influenced by three factors–the number of integration points required for the campaign, the nature of the dialogue used and size and duration of the reach. As with the deployment of any systems involved with communications technology, mobile marketing systems require, in most cases, some form of integration. The integration effort [...]
Wednesday, March 25, 2009
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