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Thursday, May 17, 2012

Four Ways to Build Your Mobile Database


Mobile marketing is an important part of any communication strategy, yet many marketers are faced with the dilemma of how to build a mobile database. 

There are many ways to build your mobile database, which is likely to become the most valuable piece of customer data marketing and operations teams will possess. Studies show approximately 234 million Americans own a mobile phone, and 91% of those claim to have their phones with them 24/7, which gives companies a unique opportunity to literally be in the hands of their customers at all times.  

Companies can build their mobile database through a number of channels and tactics. However, these four methods are most effective because they offer customers value, a key reason to opt-in to a mobile campaign. 

  1. Add your short code and keywords to all print materials and website. Short codes are 5 to 6 digit numbers, such as 70626, that a customer texts to opt-in to your mobile marketing program. Marketers select a keyword, such as PIZZA or REDSKINS, to opt-into a specific offer. In order to create an effective mobile campaign, marketers should choose campaign relevant keywords that are memorable for the consumers. 
  2. Offer an incentive to opt-in to your mobile campaign. Mobile numbers are the most valuable piece of customer data today, largely because of the intimate nature of a mobile phone. Most consumers always have their phones with them, and many carry the same mobile number for years, regardless of their geographic location. Offering a free sample,loyalty club signup, or other mobile exclusive offers adds value for the consumers and will drive your mobile database numbers higher.
  3. Share promotion on social channels. The line between social and mobile are blurring, and one of the fastest way to drive customers to a mobile campaign is to make it available through social channels. Another way to add value through social channels is to offer exclusive rewards for social sharing of the campaign.
  4. Follow Mobile Marketing Best Practices. By following mobile best practices, companies gain trust and build loyalty with their customers. A complete list of mobile best practices and compliance can be found through the Mobile Marketing Association and CTIA Wireless. In addition, executing a mobile campaign with a trustworthy mobile agency will ensure every campaign adheres to these standards.

These are just a few of the many ways to build a quality mobile database. Maintaining the database and building value over time are of equal importance in a long term mobile strategy, but it all must start with a solid mobile database. By doing this, mobile is likely to become the most valuable channel within your communication strategy.

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