America’s New Texting Hero

America found a new hero. But he is not here to save the day. He’s here to prove how GenY-ers are into SMS or texting.

July 7, 2008, the date when the US of A hailed 20-year-old Nathan Schwartz as the National Texting Champion. Besides the title, the new champ grabbed the $50,000 cash prize. He texted the contest phrase “Does everybody here know the alphabet? Let’s text. Here it goes … AbcDeFghiJKlmNoPQrStuvWXy & Z! Now I know my A-B-C’s, next time won’t you text with me?” in 60 seconds. Amazingly crazy! The event was sponsored by LG Electronics MobilComm USA.

Contests such as this prove how SMS or texting has become part of our lifestyle. From our simple hellos to family and friends, to huge corporate mobile marketing campaigns, texting becomes the best channel to have our message delivered to our target receiver.

Key Players of Mobile Marketing Campaigns

When we talk about the elements needed for a successful mobile marketing campaign, we are most likely referring to the following: strong selling proposition, specific message receiver, easy to understand call to action, and the actual mobile marketing execution. However, we are forgetting one important aspect in completing the campaign, the people who will implement the plan.

For big companies planning to launch a mobile marketing campaign, it is very important to educate middle management about the importance and impact of mobile marketing in their efforts.

Why the mid level? Simply because it is the most vital part of the organization. The people under this level are those who will lead the rest in the actual execution of the mobile marketing plan. Given the situation, top management should consider exposing them to mobile marketing campaigns and strategies before actually starting the promotions, especially if they are planning to invest big amount of money for the mobile marketing campaign.

But for companies who prefer to avoid all the dramas and stresses of preparing and delivering a campaign, there are mobile marketing companies offering free SMS solutions to answer a business’ various levels of needs in reaching out to tv, radio, print, and brand market. And most of these mobile marketing companies offer pre and post operation assistance to their clients.

An International SMS Affair for A Cause

Nelson Mandela, the recipient of numerous prestigious awards and citations such as Nobel Peace Prize, Queen Elizabeth II Golden Jubilee Medal and the International Gandhi Peace Prize will celebrate his 90th birthday with a cause.

As part of Nelson Mandela’s July 18th celebration, all his charitable institutions all over the world unite to commence an international SMS “birthday” drive. The mobile marketing campaign will allow supporters of Time Magazine’s former “Person of the Year” to key-in their birthday wishes and messages to Mandela using SMS or text messaging.

The Mandela premium SMS campaign will run in over 20 countries including South Africa, Spain, Germany, U.K., and U.S. To facilitate this fundraising this SMS event, each participating country will have their respective short codes.

Once again, mobile marketing proved that it can also be an effective marketing tool for non-profitable organizations.

Nelson Mandela, then Pope Benedict XVI… who’s next to join the international SMS affair?

Their Say On Mobile Marketing

Mobile marketers gave their own say on mobile marketing as a modern campaign avenue in reaching target and addressing the market’s need.

On the recently held Mobile Marketing Association’s Mobile Marketing Forum, representatives from advertising agencies, content providers, aggregators, carriers and other industries related to mobile marketing revealed interesting facts and figures on how they perceive today’s mobile marketing situation.

One interesting stat from the poll conducted by the attendees show that mobile marketing is still underdeveloped. According to the respondents, this is reason why advertisers are not using mobile marketing as tool in their campaigns.

Being the primary stakeholders, mobile marketing solution companies should address such concern. As mobile marketing continues to be the most promising tool in delivering information and advertisements, they should provide their clients with materials on how to successfully implement SMS marketing campaigns.

As for the clients of these mobile solution companies, they should have a concrete marketing campaign with an easy to understand call to action.

Big Names Chose Mobile Marketing

Mobile marketing continue to make buzz for gigantic products from different industries. Adding up to the long list of famous brands is Puma.

Puma launched its nationwide mobile marketing campaign for the Euro 2008. The mobile marketing campaign which involves teleconference, mobile alerts, mobile ringtones, and mobile discount vouchers, intends to connect football fans from 13 countries. This is one great move for Puma, as it covers pre and post event marketing campaign making mobile subscribers and football fans as its target.

Other big names that have used mobile marketing in their marketing efforts include New Line Cinema’s “Snakes On a Plane”, NBC’s “Deal Or No Deal”, Dove’s Campaign For Real Beauty and Nike ID.

To repeat the success of these mobile campaigns, it is important to know your target, have a concrete campaign message, make sure that the execution is relevant to your targets’ behavior and lifestyle, and conceptualize an easy-to- understand call to action to generate positive campaign result.

Vigilant Mobile (SMS) Alerts

Italians prove that mobile marketing can be more than simply sending SMS feeds.

Venice gave mobile marketing a new face and purpose by launching the Venice SMS Flood Alerts. Locals subscribed to this mobile alert service receive important advisories regarding an upcoming water situation.

Such updates includes informing subscribers up to 36 hours before a flood hits their area, and notifying subscribers three to six hours before storms hit a particular location. The only requirement to receive these free and timely alerts is an “Italian mobile phone”.

At present, mobile marketing solutions are seen as tools for companies and organizations that want to reach out and stay connected with targets. The SMS Flood Alerts platform by Venice is a confirmation that SMS or mobile texting can be utilized by the government in protecting its citizens against natural calamities and disasters.

A Good SMS Aftermath

The devastating earthquake which recently hit China caught both locals and visitors off guard, resulting to high statistics of casualties and destroyed properties. It was said to be the worst earthquake disaster that beat the country in three decades.

Besides radio and television, SMS and blogs played significant roles after this terrible tragedy. These non-traditional communication channels, particularly SMS, became the immediate source of news for local residents. It helped citizens look for missing relatives, as well as for government officials to monitor the condition of its territory. Furthermore, SMS became an instrument for pleas and donations for people in need as well as for those who are willing to help. Despite the depressing condition, local Chinese officials warned citizens about the bogus SMS circulating within the country asking for contributions.

About 3 years ago, SMS also became an instrument for Americans to generate funds for victims of hurricane Katrina. US- based carriers unite and encouraged subscribers to give donations from $1.99 to as much as $5.

Despite the trauma caused by these catastrophic incidents, it proves how effective SMS or text messaging as avenue of sending important and urgent information, as well as support and donations.

2008 World “SMS” Youth Day

The 2008 World Youth Day celebration is an event to look forward to. Not just for the estimated 225,000 young delegates and Roman Catholic officials all gathered in Sydney, Australia, but for mobile marketing companies all over the world as well (particularly in the US).

For this year’s celebration, Pope Benedict XVI will be forwarding daily inspirational message in the form of SMS to all young Catholics participating on the six-day long celebration. This is one way for Catholic Church to reach more young members, who are heavy mobile users and texters.

This is definitely one brave move for Catholic Church to embrace technology and use it for one of their biggest celebrations. Talk about reading (and coping up) with the “Signs of Times”— mobile marketing technology that is.

Mobile marketers are expected to monitor the outcome of this SMS campaign since this is something new for the industry.

At present, mobile marketing campaign like what the 2008 World Youth Day will use is being utilized by companies as mobile or SMS alerts. Organizations and business establishments use SMS alerts to inform clients and consumers of their latest offerings such as sale and new product and service launch.

Is Mobile Marketing In The Verge of Death?

A recent survey revealed interesting statistics about the current situation of US mobile users. The study showed that about 35 percent of US mobile users never (at all) use text messaging or even tried sending SMS. Interesting? It’s more of surprising.

If this is true, then providers of mobile marketing solutions should act on this right away. Providing an easy to understand call to action really spells a big difference. By simply educating mobile users with basic information about SMS or text messaging, it will make them feel more comfortable using SMS or text messaging platforms. As a result, it will make SMS or texting a part of their lifestyle.

On the other hand, one third of the US mobile users from the conducted survey tell us another story. About this percentage of cellular phone users considered themselves as heavy texters. And this is where most mobile marketing companies concentrate. Different interactive mobile marketing campaigns for industries like tv, radio, print, or brand, are being developed by SMS marketing organizations. This is to answer to the increasing demand in interactive mobile solutions.

Integrating mobile marketing campaigns in promotional efforts might be frightening at first. But once you understood your market, carefully formulated your strategies, and chose the right mobile marketing platform, then nothing can go wrong.

Mobile Marketing Campaigns Ruling Over The Recession

Who says recessions are all downside? If you’re a brand, think again.

A recent study showed that despite the downturn, adult consumers will continue to practice their buying powers, given that… there are coupons and discounts. More than one out of three adults, mostly are women, say that they maximize the use of such discounts and coupons during recession for one obvious reason, to save.

Companies (brands in particular) should take advantage of situations like this and integrate mobile marketing in their campaigns through mobile coupons and discounts.

If you’re a brand, through mobile marketing solutions, you can give out mobile coupons and discounts to pre-selected and targeted consumers. When we say pre-selected, these are your loyal consumers, who provide their contact details for you to use in your promotions and marketing campaigns. Giving discounts is one way of maintaining a good relationship with your buyers.

Afraid that mobile coupons and discount campaigns are stressful and complicated? You can always start with “obligation-free” mobile marketing campaigns like polls, surveys, or by simply getting your customers’ feedbacks. Once you get the feel of running SMS campaigns, then you may start venturing into bigger mobile marketing campaigns that suite your strategies.

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