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Q&A: Poll: How effective has mobile marketing been for you>?

Bluetooth Marketing Box — Mon, 14 Feb 2011 14:04:25 +0000

Question by Phil R: Poll: How effective has mobile marketing been for you>?
Mobile marketing is the process of using an application to set up campaigns based on demographics of customers. Sending out promotional, viral and competition text messages to the appropriate people.

Best answer:

Answer by vavou
mobile marketing is set to be the next big thing- it is more effective than any other type of marketing because it is so personal, ie if you receive a text message, you are bound to read it, even if just out of curiosity. However, it is only effective (and legal) if you have opted in to receive these messages (otherwise it is spam). This system is currently being tried out in shopping centres- imagine walking past a store and receiving a text message informing you of a special offer. Marketing doesn’t get any better than that!

What do you think? Answer below!

How To Increase Sales From Mobile Marketing

Bluetooth Marketing Box — Mon, 14 Feb 2011 14:04:22 +0000

How To Increase Sales From Mobile Marketing

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Home Page > Business > Sales > How To Increase Sales From Mobile Marketing

How To Increase Sales From Mobile Marketing

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Posted: Mar 16, 2010 |Comments: 0
| Views: 112 |

Mobile marketing is a huge potential source of traffic, customers and profit for your business, but as yet fairly untapped. Yet, over the next three years, it is predicted that more than half current internet users will be accessing the web via mobiles and other handheld devices.

Mobile marketing offers a very personal kind of interactivity for relationship building with your prospects. It’s not just about bombarding folk with text SMS marketing messages. Mobile friendly web sites and mobile applications mean marketers can reach a much greater target audience.

The statistics are pretty convincing and competition in the mobile direct marketing arena is still comparatively low.

Growth in mobile customers

World wide there are 4 billion people with mobile phones. In fact, there are almost five times more cell phone owners than laptops and computer owners, especially home internet ready.

Gartner, the IT research company, predicts that over the next three years over half current internet users will be accessing the web via mobiles and other handheld devices.

“There are clear opportunities for mobile transactions to grow as users, in this and previous surveys, indicate that they want to be able to use their mobiles to buy more goods, such as books, music, travel services, household utilities and electronic appliances,” says BuzzCity CEO, KF Lai.

It’s a very global trend. BuzzCity’s recent survey questioned 1,798 mobile users across the Americas, Asia, Africa, Western Europe and the Middle East and showed that 90% had directly purchased products or services via their mobile.

The trend towards mobile marketing

It’s no surprise really that the fastest growing marketing technologies and emerging channels are mobile, rich media and social media. You only have to do a search on some of the popular keywords for the internet marketing and online home business industry to see how these methods are all being adopted with enthusiasm by marketers.

Unica just released its “The State of Marketing 2010″ results from the latest Global Survey of Marketers and there are some astounding findings.

The survey reported that “Nearly half of marketers surveyed have already embraced social media marketing, and adoption is healthy across most social media outlets, such as blogs, Facebook, and Twitter. However, marketers need to think more about integrating social media with other marketing tactics.”

Despite the rapid increases in the potential audience, “mobile marketing” is a relatively new practice. The term describes marketing on or with a mobile device, such as a cell phone using WAP or text messaging to communicate between the business and the customer.

Mobile marketing is increasing in significance with over 30% of marketers surveyed already using some form or other of mobile marketing and many sources of information (magazines, and services available to support them.

Nevertheless, mobile advertising has grown over the past 1-2 years (almost 100% in the UK), despite the economic recession. The total is pretty small compared to advertising on the internet, which last year was higher than that spent on TV.

However, the Mobile Marketing Association suggests the growth in mobile marketing is likely to accelerate as handsets equipped with new technology, including mobile broadband, become ubiquitous and consumer behaviour changes.

The response from marketing vendors isn’t far behind. For instance, 84444.com recently launched its Do-it-Yourself mobile marketing campaigns that can be run from the convenience of a desktop computer. YouTube is making huge changes to its mobile web presence and has now begun incorporating adverts throughout its mobile site.

How to tap into the mobile market

Anyone in business should always be looking for new ways to reach out and touch their customers and build attention from new prospects. And mobile marketing may just be the golden ticket.

Your mobile user is permanently switched-on, impulsive and ready to interact at the drop of a hat. Who wouldn’t want to tap into mobile marketing? It’s the ultimate direct response tool.

Mobile marketing, you could argue, is perhaps a rather more captive audience. When someone has their phone in their hand and downloads a page, they are much engaged than on a desktop based website. It’s a much more powerful direct response tool than the internet.

Conversions from mobiles compared to web or email marketing are five times higher. And, obviously competition is much lower because nobody really knows about this yet.

So what changes do you need to make in your business to attract mobile clients?

Well, first you should make sure your website is mobile friendly, especially if you are sending text SMS messages with active web links to your mobile contacts. There’s a tonne of reasons why this is important, but mostly because mobile is an instant and impulsive kind of medium, so you want the recipient to be able to follow the link and get to a useful page and quickly.

Consider that subscriber on your email list may well be reading their messages on their phone. So you want to keep your main message and link above the fold’ to use a newspaper term. To clarify: when you’re accessing emails from a mobile, sometimes the longer ones will get truncated so put your link early on and remember the rules of compelling headlines.

But also, as with the SMS, your mobile user should be able to click your call to action link in the email and bring up the page right there and then from their phone’s web browser. The chances they will visit your website when they get back to their PC are far lower.

Google is actively hunting for decent mobile enabled sites to feature in its search results, since this is a huge source of revenue for them if their users are happy. There’s not enough mobile sites out there. So learn how to create a Google-friendly mobile version of your site and you could rank higher than for your regular desktop site.

There’s a whole spectrum of solutions for making your webpage mobile friendly. These range from the simple and cheap like adding a bit of code you add to your wordpress blog to a more complex and expensive decision to create a complete and total mobile website.

Getting your site indexed by Google on the mobile search engine?

Google have mobile site maps distinct from the usual site maps. Check out their webmaster tools for help on that. And get yourself listed in the Google local business listings. Google has a way you can build a mobile landing page within that tool. It works best for brick and mortar businesses, but it’s all good web presence.

Google knows that people search differently on their mobiles than they do on their desktop. They actually have a specific mobile keyword research tool. Not a bad idea, then, to clue up the whole different algorithms search engines are using for mobile searching.

Another thing to remember to keep your mobile text ads short, mirroring the style of social networking conversations. Opera (one of the mobile browsers) statistics show that 41% of people accessing the mobile web are going to social network sites, so myspace, facebook, twitter. These are intertwined and meshed together as a tool, so these ads need to work together.

You want to add a mobile phone field to your web page capture form if you currently capture your visitors’ names and email addresses. With a list of numbers, you can unleash your mobile direct marketing power by sending automated, scheduled SMS or text messages to your subscribers.

Internet marketers have known for years the money is in the relationship with your email list. As mobile marketing gets unleashed, it’s likely your phone list will become the gold standard.

SMS has an astounding 97% open rate and usually within the first 5 minutes of receiving the message. That’s powerful to marketers! If the “autotexter” replaces the autoresponder, do you have a business strategy for that dramatic change?

Early adopters ALWAYS make the most money. So go check out mobile marketing and see what a difference it can make in your business.

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Jay Allyson Pro Marketing Consultant

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I’m an Internet Marketing Coach and Home Business Owner, Busy Mum of 2. My Internet Business is a Family Strategy .. Love my Freedom .. Dream Lifestyle .. I Can Help you Get that Too. Teaching People To Make 0k in 12 Months.

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Mobile is now finally beginning to deliver on its promise to advertisers. The mobile marketing industry has long predicted the arrival of broadband mobile internet and rich multimedia phones in mass, and we are now seeing consumers understanding, interest and use of these technologies deepening daily. In this video we examine what exactly is Mobile Marketing, how did it start, the current mobile marketing landscape, mobile strategy concepts, tactical solutions & typical results organizations may expect from their mobile campaigns.
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Understanding Sms Marketing

Bluetooth Marketing Box — Mon, 14 Feb 2011 14:04:14 +0000

Understanding Sms Marketing

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Understanding Sms Marketing

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Posted: Mar 07, 2009 |Comments: 3
| Views: 2,093 |

Understanding SMS Marketing

Introduction

Short Message Service (SMS) is a wireless service available on digital mobile networks. It enables the transmission of text messages between mobile phones and other systems such as electronic mail, paging and voice mail. Up to 160 characters can be sent and received through the network operator’s message system to the mobile phone (Gustafsson & Lenman 2007).

SMS is essentially similar to paging. Paging is the process of a message, which consists of a few digits typically a phone number that the user is then expected to call, to be received by a one-way numeric pager. A pager (sometimes called a beeper) is a simple personal telecommunications device for short messages. A one-way numeric pager can only receive a message (paging) consisting of a few digits, typically a phone number that the user is then expected to call. While paging requires the pager to be active and within range, SMS messages do not require the mobile phone to be active within the range as they will be held for a number of days until the phone is active and within range. SMS messages are transmitted within the same cell or to anyone with roaming capability. They can also be sent to digital phones from a web site equipped with a PC Link or from one digital phone to another. In addition to SMS gateway is a web site that lets the user enter an SMS message to someone within the cell served by that gateway or acts as an international gateway for users with roaming capability.

The SMS is a store and forward service. In other words, short messages are not sent directly from sender to recipient, but via an SMS Center. Therefore there is a need for a network operator. Each mobile telephone network that supports SMS has one or more messaging centers to handle and manage the short messages.

The SMS features confirmation of message delivery. This means that, unlike e-mailing users do not simply send a short message and trust and hope that it gets delivered. Instead the sender of the short message can receive a return message back notifying them whether the short message has been delivered or not.

Short messages can be sent and received simultaneously with GSM (Global System for Mobile Communications) voice, data and fax calls. This is possible because whereas voice, data and fax calls take over a dedicated radio channel for the duration of the call, short messages travel over and above the radio channel using the signaling path. As such, users of SMS rarely, if ever, get a busy or engaged signal as they can do during peak network usage times (SPG Media Group PLC 2008).

According to the same study above ways of sending multiple short messages are available. SMS concatenation (stringing several short messages together) and SMS compression have been defined and incorporated in the GSM SMS standards.

The introduction of standardized protocols such as SIM (A small smart card type device that has details of the mobile subscriber including public telephone number and the numbers required by the network to recognise and authenticate the subscriber), Application Toolkit and the Wireless Application Protocol (WAP) contribute to an increase in messaging usage by providing a standard service development and deployment environment for application developers and business partners. These protocols also make it easier for users to reply to and otherwise access messaging services through custom menus on the phone. While these protocols are only a means to an end and not new messaging destinations or services, they are likely to lead to a 10-15% uplift in total SMS volumes (SPG Media Group PLC, 2008). Some companies could reach more successful results if manage the SMS marketing processes successfully.

Today, for example, to use SMS, MMS, e-mail, instant messaging (IM), voice mail, and so on, end users must be aware of the underlying technology and their intended recipients’ capabilities. Studies and market trends show that messaging solutions must be easier to use if they are to facilitate communication and increase traffic. This will form the base of a successful mobile marketing campaign constructed on SMS.

SMS Marketing under Marketing Overview

SMS has grown into a mainstream communication tool for consumers, reaching them via SMS marketing has become increasingly important strategy for businesses. Whether between two people planning to meet up or a broadcast message to thousands of users, more and more customers are becoming converts every day, and savvy marketers realize text messaging is a great way to quickly communicate with their audience. For this reason; text messaging is increasing at an enormous rate. One of the primary reasons behind this growth is that text messaging has become increasingly used as a business tool (mobilestorm.com/sms-marketing 2009).

The trend in Jupiter Research shows that SMS Marketing is quickly surpassing e-mail technology as a tool for marketers and also for customer relationship management. Moreover; Jupiter Research says three billion coupons issued to cell phone users will generate sales of almost billion by 2011 (textsmsmarketing 2006).

Types of SMS Marketing

Types of SMS Marketing can be defined in three different contexts in general; Purchase Context, Technical Context and User Context. These contexts are mostly given preference while enterprises practising the SMS Marketing efforts.

Purchase Context defines SMS as a product based on the way it is purchased. On the other hand, technical context defines the types of SMS Marketing from the mobile operator point of view while user context defines it from the benefit the SMS provides to the target customer. The common point of these types is that the payment type of these SMS can be defined based on the request of the buyer (the sender). The company that wants to send SMS can chooses either to pay the price of the SMS itself or to charge the price to the target customer.

Purchase Context

In SMS marketing campaigns, there are two different SMS methods as a product; a company can either choose to make a deal with the carrier for a promised amount of SMS for a given time (mostly 1 year). This is called bulk SMS. On the other hand, the company can choose to buy SMS packages that are being sold by the carrier in specified amounts like 1.000 or 500.000 or it can be included on the standart price numbers of dispatch etc. This is called piece SMS.

Marketing strategy is obtained by making corporate SMS purchasing agreements either with Mobile operators or with the infrasturcture providers or different SMS reseller companies. The more amounts of SMS purchased, the less money is paid for an SMS. While it is more profitable to buy over million quantities directly from the GMS operator (bulk SMS), it can be a better decision to buy from the providers or resellers since they buy from the operators with over million quantites and resell them in small quantitities with better price (piece SMS). This also creates a new intermediate trade of SMS. In addition to this; wide extensive solution partnership agreements are available among company. At that time; more services are given in a lot of case such as SMS, logo, melody, conversation, entertainment, competition, game, etc.

Technical Context

There are three types of SMS from the technical perspective. These are one way, single shot and two way SMS’s (see in Table 2).

One way SMS is an SMS that sent by the sender to the target customers. With this type of SMS an answer from the target customer is not expected and most of the time not allowed. So there is no customer interaction.

One way Fast SMS (Single Shot) is an SMS which is sent by the sender to the target customer and an answer from the target customer is not allowed. The most important feature of this type is that the SMS is valid for a defined time (mostly a short period like 3 minutes). Becuse of this feature, the SMS must be sent immediately after it is triggered. This type is mainly used to send passwords that are valid for the defined time (Like a password that will be used by the target customer to log in into his/her different accounts over the internet). This type of SMS is not blocked by the filters meaning that a customer can filter the SMS that is coming from a certain sender or number by sending that message to a special filter list of the mobile operator. But this filter is not used for single shot SMS.

Two Way SMS is an SMS sent by the sender to the target customer and an answer from the target customer is expected if he/she wants to join or use the services/benefits that are offered. Since there will be a client interaction, the SMS number that is used to sent this type of SMS must be configured to recieve SMS that will be sent by the customers.

User Context

Premium SMS gives clients the option to earn money on certain text messages and content for which consumers will pay to send or receive. Clients can hold voting contests, like those on many reality TV shows, daily horoscopes, a VIP program, or other instances where new information is time-sensitive, making that information valuable to the consumer.

Mobile Coupons will benefit businesses and customers alike-promoting spending while saving money for consumers. In addition, the convenience and “green” factor (no excess paper or ink needed to produce them) of digital coupons, such as mobile coupons, make them especially appealing to consumers today.

Text-To-Screen is a premium service that allows marketers to create polls and quizzes especially for a particular event.

Marketers have a way to ensure event attendees’ interest while adding excitement to shows, parties, major sporting events or a regular evening at a movie theater. A marketer can use giant video screens that are traditionally at these places to advertise a poll or quiz, compel the crowd to participate and then post the results on that same screen in real time. (mobilestorm.com/sms-marketing 2009)

The SMS Campaign

The SMS system is a small piece of mobile communication and marketing system. For this purpose, like every marketing campaign, SMS campaign should be carefully planned. There are 3 processes that a campaign manager should plan in order to create a successful SMS campaign.

Every process has its own individual approaches. In step I, campaign manager should carefully plan the target segment, the message that will be addressed and configuring the body of the SMS based on this message.

In step II, the carrier must be chosen in order to reach the targeted segment based the technical and financial criterias. All the replies must be carefully viewed.

After sending the message, an analysis of the study must be made for performance measurement (mobilestorm.com/sms-marketing, mobilesmsmarketing.com 2009).

In order to create an SMS marketing campaign, a database must be created that consist of the phone numbers of the clients that are targeted. A member or commitment list is being constituted by the enterprises with the help of clients’ needs. However; we cannot observe the same situation at the private sector. The companys, which can constitute their lists, can add new numbers to these lists by using different channels. The channels can be;

inside the company – the companies own database or affilitaions database outside from the company – databases that can be provided from consulting firms, SMS operators, yellow pages etc.

This process is sensitive because of the requirements and outlines defined by the law. Both the individual numbers at the newspapers and the other numbers, which are used by institutional enterprises, help to increase the quantity of the numbers at these lists in the behalf of request or guidance.

SMS Marketing Implications

In the past; the companies, which want to communicate with their customers, were using postcards, celebration cards, fax and telephone. These ways were increasing the costs and were creating problems for transportation. Most of the cards were not arrived to the addresses and the companies were not controlling these limitations. By the use of corporate SMS service, the companies began to trace whether the SMS was received by the user. Furthermore; considerably higher profits were provided at the cost side. One of the most attractive sides of this application for the companies is the high returns of the customers, who are taken these messages.

Corporate SMS Working Process

Client applications have a speciality of working as internet-based environment and desktop execution with local database. The applications, which are served as free for customer usage, can be accumulated in three main titles: Desktop SMS application, web-based Web SMS application and Office SMS application, which can be provide sending SMS from directly Microsoft Excel. After controlling SMS sending offer from these applications out of institutional servers, SMSs are transferred on Internet at the same time to the related mobile operator. Then; these SMSs are transmitted to the mobile phones.

The corporate SMS system can be classified in 3 categories;

First one is the public enterprises, in which SMS application is an indispensible requirement for each company. For instance; small announcements can be transferred to the people by associations, labor unions, foundations, etc. By the way; it provides an opportunity to get lower costs and make the works rapidly.

The second one is the private sector institutions especially finance (banking), automotive, market, retailers, etc. They announce their campaigns to the related clients at the same time and this provides a returnable and customer fidelity.

The last category is about the education sector, in which corporate SMS was began to see as an essential requirement and called service by the guardians. A private class was began preference by giving the services of lack of continuity, examination results and other reports.

Efficiency of SMS

What could efficiency of SMS bring to companies? The most important issue is to get the transmission reports of the messagings. We can analyze these reports based on;

People & Responses Total cost of Transmission Results

In a recent study by Nielsen Mobile, 23% of U.S. mobile phone users remember seeing mobile advertising in the last month, and over 50% responded to the ad. (mobilestorm.com/sms-marketing 2009) When we compare this result to another marketing media like TV where the response rate is around 0,3%, it can be seen that SMS can be a very successful media for marketing.

Not only for the mobile advertising however it covers a lot of place in mobile marketing but also constitute a good relationship with the customers are very important subjects to the companies.

SMS Marketing System Analyses

The marketing concepts are changing while these new medias & technologies step into ourlives. An important factor to consider when selecting a marketing technique such as SMS marketing is that method’s ability to reach a wide audience. This is why famous TV programs attract a lot of sponsors, famous celebrities get a lot of endorsements and popular websites get a lot of posted ads. Businessmen know that these programs, celebrities and websites will be garnering a lot of visitors; thence, more people will get to see their advertisements. The same equation applies to SMS marketing. Nearly every person in the world possesses a mobile phone. It’s only natural that companies and businesses will want to compete in this new marketing arena. (sign-up.to 2008)

It is very important to understand the SMS Marketing system and to manage the system after sending messages to the customers even their target is advertising or relationship. Companies have to find out the most valuable customers by detecting the performance with so many analysis and then to decide and apply what are the following actions whether the companies want to succeed their functionality continuously for their success in marketing.

The companies naturally think about their current customers primarily, because they know their identities, personalities, conventions, pleasures, etc. There are two types of customers; the current customers and the potential customers, who are not available for the present and may be the candidates.

To create opportunities for the companies and satisfy the customers, companies should perform some endevours. Hereby these endevours undertake with marketing philosophy and to give some detailed conveyance for the SMS marketing efforts. Like every marketing concept, analyzing the result to measure the performance of system. In general before passing through to the analyses, suppose that a company determined their customers and sent them an advertising text message, in which the company’s new products were recognized. Presume that the amount of these customers is 10,000 and just 1,000 of them have demanded the new products after receiving the SMS. However, since this is a cost for the company, cost – benefit ratio must be taken into account all the time. The other 9,000 people can be classified into two groups: the people, who erase the text messages without seeing; and the people, who erase the text messages after seeing. In this direction; these people may not be interested in these text messages for the reason of the improper time, unsuitable content, previous experiences, etc. In that case what should the company analyze to control the activities and the environment for benefitting from SMS Marketing?

From the strategical point of view the companies should be done below analysis for their safety and do the right things for the good marketing relations and satisfaction of the customers;

Basic Statistical Analysis

Statistical analysis is the first step of the success or failure of the system. It includes the response time of the respondents to the text messages, the percentage of the right arrivals, the percentage of the lost messages, etc. In addition to these; these performance results should be traced and understood effectively to take the precautions and determine the SMS strategy primarily. For instance; at Keynote Systems, the average performance for all carriers was 11.8 seconds to receive message and 94.7 percent of all messages arrived at their destination. While these numbers are an improvement over the prior three months, the 94.7 percent availability could represent a significant loss of information and business when the number of lost messages is calculated. (AT&T 2002)

In our example; the company can classify the customers, who have made commercial activities, in 3 groups: high level, mid-level and low level. By the way; the company should also trace these classifications to understand whether there are changes in high levels, mid-levels and low levels. There may be some quantitative changes such as the increase in high levels that also indicates the increase in the expenses or the reduction at all levels that indicates the demand in the market has been declined.

Tendency Analysis

Targeting the audience is one of the most important things that any advertiser should remember. Nowadays, businessmen are considering it more wise and practical to advertise to individuals who will likely become customers. For instance, if a company is selling video games and other hip electronics, then marketers would want to run your SMS marketing campaign on teenagers and other young people who might be interested. (sign-up.to 2002)

Since 80% or more of all cell phone users carry their phone all the time, a text message to their cell phones is the perfect way to alert your subscribers or clients of any urgent information, such as a change of appointment, or product ready for pickup. For this reason; the companies have to understand in which stores and/or products that the customers have paid money by finding out the location of these stores and/or products, what the ranges of these saves are, who these clients are by making data mining, etc. By the way; the company can make identification about the product characteristic and determine new marketing strategy related to the most popular products or services. In addition to this; the products can be served to the people individually.

Capacity Analysis

The main idea of detecting capacity is to answer the question of will the company maintain the investment of sending text messages to the customers. The company has to understand the signals of benefits with the usage of SMSs. Because of the company will produce the products or keep the inventory according to the demands. Whether the demand is low due to the expectations, the company will produce lower parties, keep lower inventories and may reduce or stop the usage of SMS marketing. Moreover; the company may change the marketing strategy. On the other hand; the company may support and increase the usage rate of text messaging by sending them to more people whether the demand is very high. At that time; the company will perform more aggressive role in the market and this will affect the investments of the company.

For this reason; the capacity analysis, which indicates the present situation to meet the present demand and the future situation to meet the following demand, should be investigated and taken into consideration by the companies.

Reviewing Marketing Performance

Mobile marketing can be used for a wide range of occasions like announcing new product, one-day specials, new store openings, special events…etc. Subscribers can be treated as a special group for offers and information that only they have access to, increasing loyalty, purchases, and speed of communications.

While mobile marketing can be used in a lot of areas that helps them customer loyalty, customer satisfaction and incremental sales; the companies should search the performance of their marketing activities to maintain the available situation and then to increase the market share by accessing more satisfied clients. To achieve this; some functions should be generated like market research, market modeling and market consulting.

Marketing research – world-class qualitative and quantitative research, particularly market segmentation that gives the company growth-oriented insights. Marketing modeling – state-of-the-science, profit-focused modeling that offers the company invaluable information about the financial impact of different marketing decisions. Marketing consulting – continuously filtering what the statistics say through managerial, statistical, and financial criteria to provide the company with relevant and doable action steps.

In this regard; the company should determine some indicators to trace the performance of the marketing to understand whether the situation is going on the predetermined strategy or not. Some of these indicators are market share, new product, marketing return on investment (ROI), customer, brand, etc.

Furthermore; there are some criteria for selecting the targets of these performance indicators such as sales potential, growth potential, retention potential, common motivations, problem potential, responsiveness, findability, lifetime value, etc. These criteria should be investigated, considered and evaluated before targeting process. (Copernicus Marketing Consulting and Research n.d.)

Sales Analysis

In sales analysis, the goal is to provide accurate management information related to sales activity in order to improve sales profitability and provide facilities for sales forecasting and planning at customer and product class levels.

By sales analysis; we can make the following actions:

Identify the most profitable customers Know which products are selling Analyze market trends and geographic market patterns Know the profit generated by each product Know which divisions of business are selling Identify which salespeople are performing Improve sales forecasting Measure actual performance against quantity or revenue forecasts Analyze tax collections Set targets against customers and / or products Compare against budgets per product group and/or salesperson

By the way; we can decide to maintain and admire the most profitable customers, continue to produce the most selling products, prompt the most valuable salespersons, get precautions according to the trend of the following months’ sales, constitute the budget or make re-budgeting, determine the following targets that the marketing department should provide, etc.

In this regard; SMS marketing is perfect for local and national retailers wishing to promote products or services, provide incentives, and increase customer loyalty and retention. Retailers can send SMS messages to their opt-in subscribers with coupons code inserted directly into the message. Customers can come into the stores and present their coupons right on their cell phones for redemption. This application is very useful for consumers to sale any product in any time at any location, where it helps to increase the sales of the company.

Cost-Benefit Analysis

When consumers make purchases at market prices, they reveal that the things they buy are at least as beneficial to them as the money they relinquish. Consumers will increase their consumption of any commodity up to the point, where the benefit of an additional unit (marginal benefit) is equal to the marginal cost to them of that unit, the market price. The same idea can be used for the companies. A company, which directs its marketing strategy on SMS marketing, wants to get the financial benefit of the application including customer satisfaction. However; when the trend of the earned marginal benefit is going on a reducing direction, the company may decide to give up SMS marketing and consider another methods. On the other side; whether the marginal benefit is going on a positive direction, the company will begin to behave more aggressive way to use more text messages to arrive more customers.

Character Analysis of the Customers

The first step in SMS Marketing campaign is collecting and getting permission to gather cell phone numbers as stated before. Although it is perfectly acceptable to simply have a signup form on the company’s website or retail store with the promise to send valuable offers in return for signup; it is much more effective to come up with a creative tactic that offers more like prizes, memberships, bonus and free stuff. As the comapny build its database of cell phone numbers, try to elicit more than just that one piece of information. Ask for the customers about their hobbies, conventions and then create special announcements based on niche interests. Find out demographics and customize the text messages campaign to that particular cell phone recipient.

In the character analysis; clear purpose and goal focusing, communication skills, time management prioritization and planning, conflict handling and mental attitudes’ information should be gathered by the companies. For instance; a goal focused person, who understands the direction of the organization, makes plans and organizes resources, both of people and materials and plans ahead in a strategic manner; can be directed to the gifts of special days and the text messages can be sent to these customers like in this way. Because these people are living in perfect planning days and they do not forget the most important days in their lives. For this reason; the gifts, which emphasize the special days, should be chosen as a content of text messages in SMS marketing strategy at these companies. In a different example; there are also SMART people, who can be described as Specific, Measured, Achievable, Realistic, and with a definite Time deadline. That’s why these people always calculate the time and the cost opportunity, in which the prices are lower at any location. In this regard; the shopping centers’ activities such as discounting days or other kind of promotions may be announced to these kinds of people earlier by the help of text messages.

This needs to be new specialists that improve themselves of psychology and marketing.

Institutional Risk Analysis

“Most of the banks in the US are not broke, not in trouble, but they don’t trust each other because they don’t know which banks are bad. We’ve got to get the bad ones out.”
William Seidman / American economist and financial commentator

The same situation can be considered for the commercial companies. The expectations will be seen clearly, whether the companies can determine which products are not sold enough, which salespersons are not successful enough, what are the actual and forecasting values of the market, etc. In the same direction; the main idea is to determine which products may not be sold in the following period and what are the actions that can be taken primarily. The methodology of risk analysis can be written as in the following:

Identify risk assessment and prioritize risks Develop strategies to manage risks Develop tactics to mitigate risks Assign responsibility and implement Test effectiveness and evaluate results

Comparative Analysis

Comparative analysis is a tool that uses item by item comparison of two or more comparable issues like processes, products, qualifications, sets of data, systems, etc. For instance; in accounting, changes in a financial statement’s items over several accounting periods may be presented together to detect the emerging trends in the firm’s operations and results. The company, which uses text messages to arrive to their customers, sends SMSs to their available clients primarily. After a time of this application, there are some feedbacks that some of the clients have made trades against the others have not. The results in here should be recorded. In this regard of this situation, the company may change the content of the text messages and then wants to see the results. In this time; the company can take a photo of two different situations and make a comparative analysis by using the quantity of sales, the amount of saved money, the number of sold products, etc. to see the differences and the impact of the contents. After that; the company can determine the following marketing strategy due to the feedback of these results.

Environmental Factors Analysis

The last searching area is to reveal the environmental factors like the changes in interest rates; crisis surrounding in economical, social and political areas; the developments in the rivals; the sales in each product; the demands in the market; purchase power of the public, new investment areas, which are rising in recent period, etc. Furthermore; SWOT analysis, which takes the information as a result of these previous activities and separate them into internal issues (strengths and weaknesses) and external issues (opportunities and threats), is one of the best techniques to understand and evaluate all these activities together. In SWOT analysis, the knowledge is designed to help an organization an understanding how it relates to its external environment. In other words to act as a way of seeing whether the organization is aligned with the world going on around it.

As a result of these analyses, the company should evaluate the available situation and get some remarks for the future. Whether the situation is not good enough or the demands are not expected, the company can trace the following instructions:

a. Constituting an action plan b. Differentiating text messages c. Timing of the text messages d. Differentiating of the product e. Timing of the product f. Determining new marketing strategies g. Finding potential customers h. Evaluating the channels for their potentials, capabilities and reliability conditions

CONCLUSION

Mobile marketing tools are offering easier and more convenient ways with evolving marketing strategies. SMS has been the pioneer in wireless data applications and SMS services were the first mobile data services with a serious impact on the operator’s revenue. The industry has seen tremendous growth and, clearly, messaging will lead the way to profits in 3G as well. Inevitably, the way that revenues from mobile applications are currently shared out will change and become much more versatile.

We can admit that SMS Marketing is a very useful tool for the marketers and a competitive marketing strategy for the companies. However; the main issue is not just to apply text messages to the clients. The focal point is to send the right value of contents, at the right time, at the right location, to the right customers with the right effect. Also; after sending them to the clients; the enterprises should follow the marketing auditing like marketing statistics by applying some analysis whether the text messages are effective or not. If there are some problems with this type of marketing strategy, the enterprise should review its’ all ongoing processes to understand where the problem is.

The reasons of failure/triumph should be investigated. After the determination of these, the cautions should be taken into a contingency plan, the actions should be revised and the new applications should be done. If all these processes such as taking pre-cautions, monitor the applications in an analysis approach, etc. are taken into consideration in a systematical approach, we think that SMS Marketing will become a very powerful and indispensible tool for the applicant enterprises. On the other hand, most of the forecasts show that data-related services are increasing its value especially in the means of revenue of the mobile operators. Moreover, picture messaging and visuality has taken off, and MMS is a natural progression of these facts. The fact that the consumer preferences are moving fast towards visuality especially with services like Youtube, Video Messaging Services can be the new concept for the mobile world and the mobile marketing strategies.

Multimedia Messaging Service (MMS) is a new form of communication that combines rich content, such as audio and video clips, photographs and images, with text messaging. It is an end-to-end application for person-to-person mobile messaging, mobile-to-mobile, mobile-to-Internet and Internet-to-mobile. It is good news for service providers, as they can now improve their existing text-based services by adding rich visual content. MMS will be a key mass-market revenue generator for content providers, mobile operators, application developers and advertisers, while for users it will provide a way to capture a moment of time and share it with others.

From the users’ perspective, a successful MMS launch needs the terminal to be set up ready to use from the minute he or she walks out of the store with it. An operator can meet this expectation by offering automatic terminal provisioning over the air through its own network and today, Turkcell, the leading operator in Turkey is offering this service over the air. In addition, operators need to educate end users, not only on how they can send and receive MMS messages but also how they can discover and subscribe to MMS content services. Operators can create service packs, set-up content service demos provide customer training and competitions in retail stores, as well as at relevant events such as festivals and concerts.

REFERENCES

Gustafsson, . & Lenman, AEricsson’s enriched messaging architecture, Ericsson Review No. 2, 2007.

SMS (Short Message System) Mobile Technology, International, White Paper SPG Media Group PLC, 2008.

http://www.marketingpundit.com/MktgLessons_files/Introduction_to_Marketing_Planning.pdf

Piercy, N. & Giles, W “Making SWOT Analysis Work”, Marketing Intelligence & Planning, Volume: 7 Issue: 5/6, 1989

How to Conduct a SWOT Analysis, Dr. E.J.Keeley, Executive Director, Institutional Effectiveness and Research

Codling, S. Best Practice Benchmarking, gowerpub.com, 1995

Kotler, P Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall, 1988

http://www.marketingteacher.com/Lessons/lesson_objectives.htm

Borden, N. H “The Concept of the Marketing Mix”, Journal of Advertising Research, 4, June 1994: 2-7

http://www.businesslink.gov.uk

http://www.mobilestorm.com/sms-marketing

http://www.textsmsmarketing.com

http://www.mobilesmsmarketing.com

http://www.plusone.com.au/smsstudies.php

http://www.mobiltim.com.tr/sms_cilginligi.pdf

MMS entering into the next phase, White Paper, Nokia Corporation, 2003

http://www.sign-up.to/0308.php?k=sms-marketing&PageID=8631

Copernicus Marketing Consulting and Research, Bringing Science to Marketing

http://portal.bsnl.in/Telecomguide.asp?intNewsId=483&strNewsMore=more

McDaniel, C.D. & Gates, R. H Marketing Research Essentials, Published by Taylor & Francis, 1997

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Gonca Telli Yamamoto -
About the Author:

Gonca TELL YAMAMOTO is an associate professor in the School of Applied Sciences at Okan University. She is a head of Information Sciences and Technologies Department at Okan University. She is also coordinating Okan University Distance Education Center at present. She was formerly founder and director of Social Sciences Institute of Okan University, Turkey.Her blog is http://goncatelli.blogspot.com

Grkan KOYUNCU, who was born in 1980 in Turkey, is a PhD student in departmant of Engineering Management at the Marmara University. He graduated in Systems Engineering from Yeditepe University. Then, he graduated from Engineering Management in master program of Marmara University and he studied on selection and evaluation of supplier in supply chain management as a master thesis. He is working as a Chief of Production Planning in an automotive company.

Eda KURT who was born in 1980 in Turkey, is a PhD student in departmant of Engineering Management at the Marmara University. She graduated in Industrial Engineering from the Istanbul Technical University. She studied the knowledge management and information in master thesis. She is working as a SAP ( it is an ERP program) consultant.

Emrah ELMAS who was born in 1978, is a PhD student in departmant of Engineering Management at the Marmara University. He graduated in Industrial Engineering from the Istanbul University. He studied Baruch College, City University of New York (CUNY). He is working as a key account manager in Turkcell, Istanbul, TR at the moment.

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2CallSJC

Bluetooth Marketing Box — Fri, 11 Sep 2009 11:15:57 +0000

Author: 2callcombr

Keywords: Mobile Marketing Bluetooth Marketing Marketing via Bluetooth Bluetooth Proximity 2Call Marketing para celular

Added: September 9, 2009

Bluetooth Marketing, Proximity Marketing 2Call , Mobile Marketing

Bluetooth Marketing Box — Fri, 11 Sep 2009 02:43:05 +0000

Author: 2callcombr

Keywords: Mobile Marketing Bluetooth Marketing Marketing via Bluetooth Bluetooth Proximity 2Call Marketing para celular

Added: September 9, 2009

Blue2media

Bluetooth Marketing Box — Wed, 02 Sep 2009 19:55:16 +0000

Author: blue2media

Keywords: proximity marketing bluetooth advertising blue2media mobile marketing mobile advertising bluetooth software software free download mobile phone cell phone free advert design commercial design 3gp best in class voted no1 worldwide media messaging

Added: September 1, 2009

Blue2media Free Mobile Marketing

Bluetooth Marketing Box — Tue, 25 Aug 2009 23:04:53 +0000

Author: blue2media

Keywords: News proximity marketing bluetooth advertising blue2media mobile marketing mobile advertising bluetooth software software free download mobile phone cell phone free advert design commercial design 3gp best in class voted no1 worldwide media messaging no1

Added: July 9, 2009

Why Use Proximity Advertising? – by

Bluetooth Marketing Box — Tue, 25 Aug 2009 09:45:02 +0000

Every business struggles to find new ways to reach potential customers that won’t drain profits before they can even accumulate. Some businesses try mobile marketing, some try print ads, some try bill boards. Here’s why they are not as effective.

Mobile Marketing Versus Proximity Ads

Mobile marketing can be an effective tool, if you have the mobile phone numbers of your prospective clients and customers. If you don’t have the mobile phone numbers of the clients, this type of advertising in useless. In addition to requiring mobile phone numbers, each text to the client is costing the client, this can be annoying to the client. Even with a great sale, some mobile phone owners are very testy when it comes to their mobile phone bills and added charges. If you are trying to get customers, annoying them is not the way to go. Proximity ads require no mobile phone numbers and do not charge for the ads. Also because the receiver permits the ad in the first place, they are in essence requesting it, which means they shouldn’t be annoyed by an ad they asked for in the first place.

Print Ads Versus Proximity Ads

Print ads can be great because they are brightly colored and reach a wide population. There is one thing wrong with print ads, however, the volume in which they go out. So many companies bombard potential customers with print ads. Some people are so fed up with the amount of junk mail that many times a print ad is thrown in the trash before it can even be read. Your sales campaign cannot work if people do not see or hear about it. With proximity ads, it goes to people who want to see it without annoying those who do not want to see it. Not to mention the target audience. With print ads, you don’t even know if the people looking at them would ever purchase from you. With proximity ads, they are already in your business. You already know they shop there, so you know you are targeting the right audience.

Bill Boards Versus Proximity Ads

Bill boards can reach a lot of people if they are in the right area. Even then, the most traveled streets are so busy that people are paying more attention to the road then your bill board and before you know it, thousands have driven by your bill board concentrating on the meeting they are about to attend or the cell phone call they are on, that they haven’t even seen your bill board advertising the best sale you have ever had. Then there are those who have seen the ad while they are on their way somewhere else and think it is a great sale and will go there some other time. Then they forget so some other time never comes.

Proximity Ads are better for your business because they do not cost the potential customer, they do not require mobile phone numbers, they get viewed by those who actually want to see them and they target an audience that you know is there to shop in your business or at least potentially shop in your business instead of people who may not even need or want what you are selling.

Renault

Bluetooth Marketing Box — Sat, 22 Aug 2009 04:20:25 +0000

Author: blue2media

Keywords: Renault news latest proximity marketing bluetooth advertising blue2media mobile marketing mobile advertising bluetooth software software free download mobile phone cell phone free advert design commercial design 3gp best in class voted no1 worldwide media messaging no1 car

Added: July 9, 2009

What is Proximity Marketing? – by

Bluetooth Marketing Box — Fri, 21 Aug 2009 06:15:09 +0000

So what is Proximity Marketing you ask? Well, Wikipedia defines it as…”the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so”. Well at a high level, that is correct but they make it sound so dull. Proximity marketing is a relatively new medium used to promote establishments via advertising and marketing businesses by sending content to consumers’ mobile phones. The technology is thru Bluetooth and almost all phones have it these days. Bluetooth is a wireless transmission frequency used to send content short distances. The beauty of using this method is that no mobile provider is needed to push content to mobile phones.

So how does this all work? Retailers, Shopping Malls, venues with high traffic place Bluetooth wireless transmitters in certain areas where they would like to push content. They are connected to a Bluetooth server either via cables or thru Wi-Fi. An advertisement such as a text message or a video or digital coupon is created and sent to Bluetooth transmitters. When a shopper with the Bluetooth feature turned on and comes in range of the transmitter, they get sent a request to receive ad content. If they accept the advertisement is sent to them. If they deny, then nothing gets sent. Once they receive a coupon for example, they can take it to the retailer show them the coupon and redeem it right there! The bar coding system the retailer uses can scan the bar code and provide the consumer with the savings right there. The consumer can also send the coupon to another person so they can redeem it as well. There has been a big debate about advertising in the mobile medium. Some people think that ad content should not be sent to mobile phones as it may be considered an invasion of privacy. Mobile phones are considered the most personal device used today since they send and receive calls and messages only to those who share their number. Others think that the next big thing will be mobile marketing and early indications show that this may very well be the case by the way ring tones, music and iPhone applications are being developed and downloaded.

Why implement Proximity Marketing? Well, if you’re a retailer, you want to place relevant ads into the hands of shoppers who are right outside your establishment. If you’re a shopping mall manager you want to implement proximity marketing services to attract retailers and also increase foot traffic. Once consumers know that there is a proximity marketing infrastructure set up and they can get money saving coupons to them in their hands then they will want to come back and spread the word to their friends and families. If you own and operate or manage other venues like restaurants, bars and entertainment parks, then this is provides an opportunity to send specials, one time notices, announcements to your patrons and increase traffic and revenue that particular day.

Proximity Marketing does not have to be expensive. Some companies actually provide the equipment for free and do all of the work for you. For more information on how to set up proximity marketing, go to site http://www.macromobil.com

The Concept of Bluetooth and Proximity Marketing – by

Bluetooth Marketing Box — Wed, 19 Aug 2009 19:00:14 +0000

DUBLIN, Ireland — Research and Markets(http://www.researchandmarkets.com/research/e3d2cd/proximity_marketin) has announced the addition of the “Proximity Marketing with Bluetooth” report to their offering.

Proximity marketing using Bluetooth is an enormously powerful tool and, although seemingly complex technically, ethically and legally, following a few basic principles can ensure success. This report introduces the reader to Bluetooth marketing, and describes in detail the concept of proximity marketing, detailing what it can and can’t deliver.

The legal and ethical use of Bluetooth is investigated, and the accepted levels of consent are discussed.

The report spells out 12 steps, a checklist that advises marketers on all the considerations that should be part of the due diligence performed as part of a Bluetooth marketing campaign. The closer the steps are adhered to, the greater the chance of a successful campaign. It also details ways to measure the success of a project.

The report concludes with a technical overview of the implementation of a campaign, including a guide to buying in Bluetooth marketing products and services.

Key Findings:

* Consumers are 50% more likely to accept Bluetooth marketing if you have a poster describing the activity than without
* Bluetooth Marketing is able to target an audience with pinpoint accuracy, based on location
* While it is legal to broadcast Bluetooth messages to anybody, without permission, the Direct Marketing Association recommends more strict guidelines for this sort of communication
* The public’s understanding of Bluetooth technology has improved greatly in the last two years
* Big media agencies are still wary of the technology, and traditional media buyers are yet to routinely include it in their media planning
* When best practice is followed, there is little chance of users considering the communication as spam
* The area in which you use Bluetooth is very important, it should never be a public space, only commercial
* The cost of implementing a Bluetooth campaign is always more predictable and usually lower than SMS campaigns

Audience:

Marketing Professionals: Anyone considering using Bluetooth as a marketing channel will benefit from this in-depth guide covering best practice, step-by-step campaign design, legislative and regulatory impacts and practical examples of successful Bluetooth proximity marketing campaigns.

If you are considering using Bluetooth for a future marketing campaign – start here first!

Marketing and Media Agencies: Are your clients asking for new and creative ways to reach target audiences without the expense and complexity of location based mobile marketing? Bluetooth proximity marketing is a great alternative. This guide will help you understand how to use Bluetooth proximity marketing to maximize the return on your client’s investment – while ensuring best practice and legislative and regulatory compliance.

Bluetooth Proximity Marketing Providers: This report can be a great sales tool to help you explain Bluetooth proximity marketing to your clients – as a source of great examples of working Bluetooth campaigns – and as a benchmark for your own business practices. The report also includes the results from a January 2009 survey of 1000 UK consumer’s on their attitudes towards Bluetooth as a technology and acceptance of Bluetooth marketing – again providing you with more data to enhance your sales efforts!

Mobile Marketing Consultants: In general Bluetooth marketing is relatively well understood by mobile marketing consultants – but this is the first in-depth report covering the details of the best and most effective campaigns, consumer insights into perception of Bluespam, best practice for campaign design and execution – and legislative and regulatory compliance.

An absolute must to ensure your clients get the best advice when it comes to Bluetooth proximity marketing.

Mobile Technology Specialists: You know how to use Bluetooth for pairing your headset or your car kit – and you can even swap last night’s party pics over Bluetooth – but how is Bluetooth being used for marketing? What is the basis for the Bluetooth standard? Where is Bluetooth going next? Although primarily focused towards the marketing community – the report packs enough punch to keep the technologists interested right through to the end.

For more information visit http://www.researchandmarkets.com/research/e3d2cd/proximity_marketin

Tattoo Proximity Marketing Video by Blue2media

Bluetooth Marketing Box — Wed, 19 Aug 2009 15:51:05 +0000

Nail Bar Bluetooth Advertising Video

Bluetooth Marketing Box — Mon, 17 Aug 2009 15:46:31 +0000

Author: blue2media

Keywords: Nail bar nail art news proximity marketing bluetooth advertising blue2media mobile marketing mobile advertising bluetooth software software free download mobile phone cell phone free advert design commercial design 3gp best in class voted no1 worldwide media messaging no1

Added: July 12, 2009

Proximity Marketing: A New Trend – by

Bluetooth Marketing Box — Mon, 17 Aug 2009 11:45:07 +0000

A new trend appears in the mobile marketing since the beginning of 2006 : The Bluetooth marketing, or proximity marketing.

This new tool works as a direct marketing channel to end users mobile phones. The first generation of these tools established a connection with the Bluetooth enabled phones (activated and set to visible) which are within 20 meters from a dedicated hotspot. A question appears on the screen of the phone in the form ‘Do you accept content from Alterwave ? Yes / No’, where Alterwave is the name of the company willing to advertise. If the user presses Yes, the download proceeds at a speed of typ. 50kB/sec over Bluetooth. The data transfer is 100% free. A video of 500 kB would be sent in about 10 seconds.

If the user presses No, the popup disappears from the screen, and if the users does not press either key the popup will disappear when the phone leaves the Bluetooth covered zone.

This new media raises a lot of interest in the advertising and marketing industry. The kind of files that they push is images (still or animated), sounds (mp3) and video.

The risk to see the Bluetooth marketing seen as Spam does exist, but an opt-in is also possible by requiring the user to approach his phone close to a given point (typ. 1-2 meters) for triggering the download.

The challenge is now for media and marketing agencies to use this innovative tool wisely, and certainly to send value added content to the users. The Bluetooth marketing has a lot of impact on end users, so it should be used with wisdom.

The Mobile MInute – A new way to advertise your business through Bluetooth Marketing

Bluetooth Marketing Box — Mon, 17 Aug 2009 08:24:34 +0000

Author: wifoTV

Keywords: mobile marketing advertesing bluetooth minute wifo wifotv mms

Added: August 11, 2009

Sirqus Alfon Street marketing

Bluetooth Marketing Box — Mon, 17 Aug 2009 00:49:57 +0000

Author: sirqusalfon

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Added: August 15, 2009

Chinese Restuarant Bluetooth Proximity Marketing Advertising

Bluetooth Marketing Box — Sat, 15 Aug 2009 08:27:23 +0000