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U4 jou231 mobile_message
1.
Mobile Messaging • Purpose:
To deliver sales messages through wireless mobile devices, such as smartphones • Audience: Tech-savvy people who have agreed to receive such messages • Media: Popular wireless mobile devices, such as smartphones or iPads Copyright © 2012 Pearson Education Inc., All rights reserved.
2.
Types of Mobile
Marketing • 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) Copyright © 2012 Pearson Education Inc., All rights reserved.
3.
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 organization’s texting service provider. Copyright © 2012 Pearson Education Inc., All rights reserved.
4.
Content and Organization •
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. Copyright © 2012 Pearson Education Inc., All rights reserved.
5.
Mobile Messaging Tips •
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 Association’s Code of Conduct for Mobile Marketing. The Mobile Marketing Association recommends adding this closing to any sales-related texts that solicit a texted response: “Msg&data rates may apply.” Copyright © 2012 Pearson Education Inc., All rights reserved.
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