The School of Mobile Vol. 2 - The Detail
Ge�ng down to the mMarke�ng toolkit
Different types of Mobile Marke�ng –
From the Basic to the Cu�ng Edge
Mobile Messaging Campaigns
TXT or SMS campaigns are the most familiar and ubiquitous of all possible ways to engage in mobile
marke�ng, another way to engage is via the use of MMS (mul�media messaging campaigns). Within
both types the user is prompted to send a dis�nct and compelling key word to a pre-defined 5 or 6
digit des�na�on number known as a short-code. On doing this, the campaign begins! Just because
mobile messaging is common and well-established does not mean that there are not crea�ve ways
to use this type of campaign as a very effec�ve mobile marke�ng tool. Here are three examples of
possible different types of a messaging campaign to achieve differing marke�ng goals. This is not
even close to being exhaus�ve.
Indeed, the only real limit is crea�vity and the level of resources that a company wishes to commit
to the ini�a�ve:
• Direct Response Campaigns: This is the ability to add a direct call to ac�on in response to a
received text whereby the company calls you back in response to the text. i.e. “Text Freedom to
50156 and one of our travel experience agents will call you straight back”.
• Opt-in Database (Customer Acquisi�on Campaigns): This is the ability to use SMS to build a
database of individuals that can be targeted with future mobile marke�ng campaigns. Customer
Acquisi�on is a key CRM concern and is a crucial way to engage in mobile for many companies
within the travel industry. An example could be where an OTA wants to poll people on their
thoughts about a given des�na�on. So the request could be on a poster or their website and
customers text in to a shortcode advising their thoughts. Through the opt in process, their details
are then added to a database through a builder campaign and they can then be invited into other
SMS ini�a�ves by the OTA later down the track.
• Mobile Voucher/Coupon Campaign: This is a type of voucher promo�on where users simply
send an SMS to a shortcode number and receive a numbered voucher in return. An example
could be a budget airline that has a call to ac�on in their print campaign regarding a week long
special offer on a flight from London to Marrakech, the first 200 users to text in to the shortcode
receive a voucher for a specially discounted fare combined with a discounted hotel room that
they then enter as a voucher code into the budget airline’s website.
In the US, a response rate of 12% has been reported for text-based campaigns which is much
higher than the response rate for almost any other type of marke�ng campaign (Source: PunchKick
Interac�ve). This is the kind of solu�on that even small travel companies can adopt with limited
outlay and immediately begin seeing results, due to its targeted nature and the fact that it is
consumer ini�ated via a process of double opt-in.
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