The business of mobile marketing is to move mobile users to do something – move them to a location, move them to click through on an offer embedded in a received message, move them to do an action that’s immediate and responsive. This is the key benefit of the mobile device – communications transmitted are received almost immediately and viewed almost that quickly. Given such immediacy, of the device, of message consumption, you can and should use text messaging as a business engagement tool.
Steps to initiate a text messaging campaign are essentially as follows:
1) Obtain a shortcode, shared or dedicated, or a long code from and to which text messages will be sent. A shortcode is a 4, 5 or 6 digit number; 4 digit numbers are usually reserved for use only by mobile carriers. A shared shortcode is one that is used for a number of texting campaigns that may be going on at the same time. In contrast a dedicated shortcode is one that is used simply for a specific campaign or brand, but to which an unlimited number of keywords can be attached. A long code is basically a ten digit telephone number.
2) Decide on the Keyword or Keywords you want to use with your shortcode. A Keyword is a single word that is transmitted to the shortcode in the body of the text message. For instance, a call to action on an advertisement may say “Text BUDDY to 56789 for information on Golden Retrievers” – the word BUDDY is the keyword and 56789 is the shortcode. Keywords should be kept short and easy to spell in order to minimize losses due to transposition and interpretation errors.
Notably, one of the biggest frustrations in using text messaging for marketing is that many mobile marketers do not understand the necessity to grab a prospect’s attention and convey their message in the space of 160 characters or less. What’s required is 대량문자 copyrighting specifically relevant to the mobile medium – elements of grabbing interest, explanation, moving to action and effecting a result, all in a sentence or two.
The aspect of Opted-In List Building is most important and usually occurs throughout a text messaging marketing campaign. Once opted-in the mobile user obtains the benefit of being part of the “special” community and accordingly welcomes the marketers communications and calls to action for involvement.