Best Practices
Step by step SMS campaign
Below is a step by step process of how an SMS campaign works using the double opt-in process, which complies with the MMA best practices.
Step 1: the driver. Every campaign starts with a driver, in this case, P.O.P. signage inside the coffee shop whereby a user sends the word “Tullys” to a designated short code.
Step 2: The first part of the two-part opt-in process requesting that you be sent an SMS message in order to participate in the promotion.
Step 3: The confirmation message with the second part of the opt-in process. At this point, the user must confirm they want to participate in the promotion. In this case, by replying “yes”
Step 4: Completion. At this point the user will receive whichever promotions they’ve signed up for on a periodic basis.
Step 5: Offer. And finally, you get the actual SMS promotion, which doesn’t always show up instantly. In this case, it came a week later.
How to SMS for business communications
Any medium that is constrained by message size requires a “teaser approach” to messaging. Think TWITTER. The tweets that drive the most traffic are usually preceded by the words, “How to …” and are less than 140 characters. For example, my tweet “How to SMS for business communications” was almost instantly retweeted. What about best practices in using SMS for business communications? Messages need to be short, clear and have a clear “call to action.”
Things like:
– I have two ideas for how we can add more value to our relationship. Do you have 5 min to discuss?
– Could we talk for 5 min about how we can help with your new initiative?
– Can you call me at 2pm to review how we can help you boost sales? I could also talk at 3pm or 430.
– One of our analysts has some innovative ideas for how we can help you kick start your marketing plan. Call me in the morning to arrange a conversation.
Designing for iPhone
This is straight from Apple. These are the six things they say you must do when designing apps for the iphone and itouch.
First, create a product definition statement or goal summary. The first part is what the solution is. The second part is who the users are. Next summarize the intended purpose of your app and let it guide everything that you do. Remember, you’re not designing a mini website. This should be a slimmed down set of features that users can’t live without. Once you have this summary, filter every aspect of your design through it.
1. Understand iPhone characterisitics
2. Deliver a specific solution, not just a set of features
3. Select appropriate features
4. Design for ease of use
5. Ensure consistency
6. Surprise and delight
Key take-aways from Morgan Stanley Mobile Internet Report.
1. Technology cycles last for about 10 years. Mobile is on year 2-3.
2. New business models are often created during technology shifts.
3. Advertisers will always follow eyeballs.
4. Overall trend on mobile devices is shifting away form voice and towards data.
5. 3G, and in the future 4G technology will drive behavioral change.
6. #1 category for apple app store downloads is gaming.
7. Facebook most downloaded free app.
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Most brands are not on the ball.
Some 83% of U.S. consumers say their favorite brand has yet to market to them via their mobile phone, even though 37% say they would be interested in participating in a mobile customer loyalty program from a brand they trust, according to recent research by Hipcricket.
Despite this apparent lack of mobile marketing by ‘preferred’ brands, however, the firm’s second-annual mobile marketing study [pdf] did find that mobile campaigns are becoming more prevalent and memorable.
Basic user interface for mobile sites
One of the most basic things you can do in order to design a successful mobile site is to spend a bit of time getting the user interface right. A big difference between mobile (WAP) sites and traditional websites is the formatting of content. Websites are inherently formatted for landscape orientation, while mobile sites are designed for portrait, or more simply put, taller than they are wider. The illustration to the left is a very basic wireframe of a mobile site. Notice three things:
1. Its format, taller rather than wider.
2. No overuse of a grid. Content sections run the width of the screen.
3. Overall, very few elements on the page. One of the worst things you can do on a mobile page is overcrowd it with content.
7 tips for designing emails for mobile devices
- Include links that takes users to mobile-optimized landing pages. e.g. “click for mobile version“
- Use contrasting colors. Simple black text with colored action links work best
- Call to action should alaways be at the top of the message. Furthermore, CTA gains prominence if repeated within the body
- Use of images should be sparse, often one image only. Images should be small & clean to ensure quick rendering.
- Design layouts for easy wrap-around
- Don’t slice images in photoshop due to unpredictablility/ slow load time
- If using navigation, place at the bottom of the content
