There is no arguing that mobile marketing is big and getting bigger with such statics as: 2 billion mobile subscriber’s worldwide today, and projecting 3 billion subscribers by the end of 2010. And there are 260 million in North America; obviously North America is catching up to the rest of the world. Compare it to 1.7 billion TV households and 670 million PC users. While 80% of the market is owned by the top 4 wireless carriers (ATT, Verizon, Sprint, and T-Mobile).

The market research shows that consumers are very attached to their cell phone; it’s usually the first thing they check when they wake up and the last thing they check before going to bed. The average person uses their phone to make call, send text, send photos, surf the internet or check their e-mail; and in that order by the way.

Define the strategy:

The answer starts with you understanding the mobile user, their behavior, and usage. To develop a strategy that will leverage the mobile platform and  enable the consumer to do what he likes which is to connect with his friends using his mobile.

Determine the communication:

First thing is to leverage the existing channels that you already utilize with your customers like: e-mail, direct mail, POS advertising, banners, web site, print ads and get them to interact or respond via their mobile. Next, clearly state the basic steps required to engage with you such as:

• Get a chance to win a prize – “buy this product”
• Send SMS – send the purchased product code via your mobile using a short code
• Receive SMS back on your mobile – ” to see if you won”

The key to a successful mobile campaign is to launch it  as an integrated campaign; if you run a mobile marketing campaign as a standalone, it will fail.

Understand the true cost:

Mobile marketing is not cheap for anyone. The consumer pays for every single sms message and a typical mobile campaign will require 4 sms messages.

• Sms-1 to start the request to opt-in

• Sms-2 back to consumer to notify of the request

• Sms-3 to have consumer confirm

• Sms-4 is to welcome the consumer to the program, before the consumer can get engaged with you.

Allow the customer to choose:

The subscriber has to “opt-in” to your mobile marketing program. Like other marketing channels a consumer has a right to privacy and as a marketer, you should gain approval. Additionally, provide clear directions on how to unsubscribe or “opt-out” from the marketing program.

Allow customers to manage the communication:

The subscriber should have a mechanism for telling you when and how they would like to receive marketing messaging on the cell phone. Manage and limit mobile messaging programs to a reasonable number.

Manage the consumer data with respect:

The data points that you have on the consumer should be used to drive segmentation, personalization and most importantly it should be used to tailor the message to the interest of the consumer. This will help you to manage spam issues, and will make the content more relevant and valuable to the consumer. And commit & state to not share the consumer information with others (i.e.: non-affiliated third-parties).

Make the offer relevant and valuable:

When you develop your offer for the campaign, make sure that the offer is something of value in return for the objective of the communication campaign.

Remember to respect the protocol of communication by following these simple steps: state very clear your offer, securely manage the data you’re leveraging and add value & relevance to market. The more you engage with the customer, the more loyalty and trust will be created which will enable you to engage with them with mutual and beneficial outcome.