Mobile News

A mobile marketing campaign can end up being very costly for the marketer if it is too successful and no protection measures have been taken against excessive response rates.

While spreadsheets can be used to estimate campaign messaging costs, the mobile campaign software solution holds the necessary information (i.e. the message flow for a given reach-dialogue) to help in this task. The functional requirement is to have campaign calculators that capture estimated response rates and combine this information with the selected reach and dialogue elements to calculate estimated messaging costs.

Planning the execution of mobile marketing campaigns requires a number of different human and technical resources, which must be allocated in advance to avoid contention. Look for the presence of calendar views that display when specific campaign elements are planned. This will allow the campaign planner to identify as early as possible bottlenecks in hard or soft resources.

Typically, mobile marketing campaigns involve the use of hard resources such as:

* an SMS gateway to transmit and receive SMS messages

* e-mail relay to send e-mail newsletters to a mobile subscriber base

* web servers to host WAP content

* interactive voice response (IVR) lines to receive calls from campaign participants.

All these infrastructure resources present hard limits, such as maximum number of lines or messages per second. An advanced requirement for a mobile marketing software solution is the support of resources and their associated capacity demand in the calendar views. Capacity demands for resources are calculated by using the response rates for the campaign calculators.