A few weeks ago, we covered some of the best practices of mobile marketing, particularly on the aspects of mobile commerce. This time around, we’re focusing on some of the other aspects of mobile marketing, such as text messaging and mobile marketing campaign promotion.
“Text messages get read 96 to 98 percent of the time,” said David Wachs, President of Cellit. “Text has eight times the redemption rate than email.”
Cellit is a mobile technology platform provider that offers solutions such as mobile coupons, mobile surveys, and mobile customer relationship management. Cellit specifically has a platform for small businesses called Cellit Spark. Wachs said that Cellit focuses on the four Cs of Mobile: content, cadence, compliance, and commitment.
“For cadence, there’s the rule of one: no more than one text per week and at least one text per month,” Wachs said. “For commitment, it’s about promoting the [mobile] program online, in store, and in traditional media.”
Wachs explained that promoting the mobile program through other forms of media only multiplies the value of these communications. An example that Wachs mentioned was that of Gelato Spot, a local gelato chain in Phoenix. Gelato Spot promoted its mobile program right on its website, and it ended up driving a lot of business.
“The ROI speaks for itself,” said Wachs. “You can communicate whenever and wherever, and set it up so these texts and coupons are sent out automatically.”
This cross promotion also means that small businesses don’t have to scrap their traditional media campaigns entirely. Wachs used the example of a radio spot. Even through less and less people are listening to the radio, those small businesses that already have a radio spot can simply add something at the end about the mobile program. This can encourage the radio listeners to interact with the business through a 21st century method.
One of the unique features Cellit Spark has in mobile marketing is hypertargeting, which is the process of determining the correct recipient of each text or coupon of the mobile marketing campaign. With Cellit Spark, small businesses can track who has redeemed certain coupons, and use that information to send the right coupons, to the right people, at the right time. Small businesses can also track open and redemption rates to figure out which coupons and messages are working, and which ones aren’t.
“America’s consumers are more and more on the go,” Wachs said. “Traditional media doesn’t work quite as well as it used to. Small businesses need to communicate in the way [consumers] want to be communicated to.”