SMS Marketing, Part 4

How To Collect Data From Your Campaigns

Some campaigns are geared specifically to assess your performance as a business. In this regard, using mobile technology offers speedy information in areas such the attributes of subscriber segments, location, and periods with high phone usage activity. This type of information can subsequently be used at peak times to send out messages for other campaign activities or to mount other complimenting campaigns that ensure maximum results.

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Some of the platforms I recommend using for Mobile Analytics include:

Admob: is the biggest ad provider for mobile devices. They have a free analytics tool providing mobile site owners with information on traffic and site usage.

Bango: allows users to integrate their analytics into most major mobile Smartphones. Apart from allowing you to conduct mobile app campaigns, it also incorporates tracking for other features in the application. This platform can be used both for mobile apps and for the mobile web. It also provides identification for each user including but not limited to the user’s carrier and connection speeds.

Google Analytics: it may come as a surprise to most that Google Analytics, in addition to being recognized for providing a free and reliable platform for websites, also presents the same features as far as mobile analytics go. It can be also incorporated into mobile apps including Android and iPhone.

Short Codes

Short codes are 5 or 6 digit numbers assigned by mobile-based operators for brand campaign purposes. Mobile operators and marketers are required to verify all short code based applications before providing them for use by their mobile target audience. Short codes can be effective in engaging your mobile audience in contests or for subscriptions to certain services that a brand offers. If you choose to use short codes in your mobile marketing campaign, consider the effect they may have on your budget, given that the purchase and use of short codes can be costly. There are two types of short codes: shared (between several customers) and dedicated (to one single customer). The shared short codes are cheaper while the dedicated can take up to two months to set up and can cost between $15,000 and $30,000 per year.

How to Place An Opt-In Call To Action

Customer compliance can be leveraged as a way to establish reliable and beneficial customer relationships. Also referred to as ‘permission marketing’, opt-in marketing requires the explicit permission of the target consumer before a marketer can begin to engage with this customer. This is the opposite of ‘interruption marketing’, which if not well done can lead to messages being designated as ‘spam’.

Permission based mobile marketing techniques are valuable to customers. For example, the customer may have a chance to participate in promotional offers, discounts and other deals as well as receive further information about products offering, on their mobile phone. When customers opt-in, you are free to send them all necessary updates and information.

This option allows you to focus on the target group. Continuous and targeted offers build consistent loyalty. Your list also acts as a database and can be used to collect further information such as age, gender, purchase habits and many more.

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