CYBERTORIAL: A successful mobile marketing campaign relies on one of two things: a mobile messaging platform provider to handle the delivery of branded communications or it allows consumers to engage directly with a brand via an advertised shortcode.
In using the mobile marketing channel, a brand or agency works with a Wireless Application Service Provider (WASP) otherwise known as a mobile messaging aggregator to handle the flow of SMS messaging. As part of its service, the mobile messaging aggregator is able to provide SMS receipt and delivery reports so that a brand or agency can determine the uptake of a mobile marketing campaign.
In the mobile industry value chain, a WASP provides an interface to a brand or agency between the mobile network operators and consumers. The messaging platform built by an aggregator has direct connections to a mobile network operator’s SMS Centre and has the ability to manage incoming numbers sent by consumers from the mobile networks as well as handle the sending of SMS messages to consumers. This requires a robust messaging platform that can manage with high volumes of SMS messages on a daily basis.
The technology side of mobile marketing is, however, only one side of the equation to building a robust campaign. A mobile campaign needs to integrate into brand’s overall marketing and advertising plan to ensure that brand exposure and activation translate into customer acquisition and retention. This means that much work needs to be done on selecting the appropriate channels to promote an SMS enabled marketing campaign.
The two popular methods of using SMS are either as push or pull campaign. At times, a combination of both push and pull campaigns are implemented. A push campaign is where brand communications are sent to a targeted database of consumers with whom the brand has a prior commercial relationship. Advertising a shortcode with a keyword to which consumers enter a promotional competition or engage with a brand are examples of a pull campaign. Push or pull campaigns can be designed to run off a self-service SMS messaging programme or integrated into an internal company system to manage marketing campaigns.
With the Consumer Protection Act regulations coming into effect as of 1 April 2011, brands and agency will need to ensure that their mobile marketing campaigns comply. There are three considerations that need attention here.
• A Do Not Contact Registry will be set up in due course which will mean that, before any direct marketing can be done, a central database needs to be checked for whether a consumer has opted-out from receiving SMS communications.
• Any mobile marketing campaign that is activated via a promotional SMS competition using a premium rate shortcode service cannot use a cost band higher than R1.50.
• There are stricter requirements around promotional competitions that require the promoter of the competition to have internal and external auditing processes in place alongside a requirement to record-keeping of promotional competition documentation and outcomes.
Keeping up to date with these regulations, and as key player in the mobile marketing industry, BulkSMS.com is a mobile messaging aggregator that offers brands and agencies a messaging platform to quickly and easily deploy mobile marketing campaigns. Your mobile marketing campaigns can be set up using the BulkSMS Text Messenger, an application that allows for the sending and receiving of SMS messages directly from your desktop, or the Web to SMS solution. These self-service tools are designed for brands and agencies that are looking for an existing technology solution to manage their mobile marketing campaigns. For a company wishing to integrate a SMS campaigns into their internal systems then the BulkSMS API will support their mobile marketing needs.
BulkSMS.com is headquartered in Cape Town and has been in operation since 2000. The company has been recognised at Vodacom’s annual Top Achievers Award for 2009 and 2010. It is a member of the Wireless Application Service Providers’ Association (WASPA) and the South African Local Council of the Mobile Marketing Association (MMA SA).
For more information about BulkSMS’s products and solutions visit www.BulkSMS.com, email sales@bulksms.com or call a sales representative on tel: 0860 767 464.
