MobileMessaging

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Mobilemessaging
Purpose: To deliver sales messages through

wireless mobile devices, such as smartphones

Audience: Tech-savvy groups who have agreed to

receive such messages

Media: Popular wireless mobile devices such as
smartphones and iPads

Copyright2012PearsonEducationInc.,Allrightsreserved.

Mobilemarketingcaninclude
Downloadable wireless software apps that offer

special services
Text coupons
Microblog messages about product reviews,
availability or discounts
GPS (global positioning systems) technology that
issues coupons or other sales messages when
customers near their favorite stores or restaurants
Text messages (known as mobile messaging)

This lecture focuses on SMS (or short message service)

message: texts or mobile messages.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Format
Short Message Service texts are limited to 160

characters and spaces.

The increasing sophistication of mobile devices
allows reception of MMS (multimedia messaging
service) messages

also known as rich-media messages.

Message formats/designs and payment plans are

affected by an organizations texting service

provider.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Contentandorganization
Messages are brief.
They focus on benefits.
They promote a continuation of the

relationship with the consumer; they strive

to prompt a response.
Two categories of sales-related texts exist:
initiated messages and response messages.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Contentandorganization
The Mobile Marketing Association

recommends adding this closing to any

sales-related texts that solicit a texted
response: Msg&data rates may apply.

Copyright2012PearsonEducationInc.,Allrightsreserved.

Mobilemessagingtips
Coordinate mobile messaging programs

with other sales and marketing programs.

Send no more than one initiated message
per week to individual consumers.
Familiarize yourself with the Mobile
Marketing Associations Code of Conduct
for Mobile Marketing.
Copyright2012PearsonEducationInc.,Allrightsreserved.