This morning I have been working on adding text message customer responses into television and radio commercials. The strategy behind the responses is critical to the success of the campaign. It is more than just choosing easy keywords and setting up an autoresponse. Remember that mobile messages are limited to 160 characters or less, and that best mobile marketing practices require that you include an unsubscribe message in the first outbound message.
Hmmm... that makes the autoresponse message a little trickier. You need to think about branding, instilling confidence, and a direct call to action, all in a little bitty space. Our SMS marketing software will give a character count as the message is written, but I prefer to work offline to create message flow and tracking mechanisms.
This morning the process included choosing keywords that are trackable per radio or television program and/or network, the appropriate autoresponder message that included all of the above, the landing page strategy with data capture, and then the strategy that moves the lead forward to a sale, along with the appropriate measuring tools to attribute lead generation source to the actual sale. As a mobile advertising agency, we are responsible for the entire process, not just the set up of the mobile message in the system. Without the strategy behind the process, there is no way to measure its effectiveness. I will keep you posted on the keyword journey...
About Edge Media: Edge Media is a leading Christian interactive agency located in Phoenix AZ and specializing in cutting edge technology solutions that deliver exceptional results for our clients. As a Christian agency, we value integrity, excellence, and exceptional service for our clients.
Hmmm... that makes the autoresponse message a little trickier. You need to think about branding, instilling confidence, and a direct call to action, all in a little bitty space. Our SMS marketing software will give a character count as the message is written, but I prefer to work offline to create message flow and tracking mechanisms.
This morning the process included choosing keywords that are trackable per radio or television program and/or network, the appropriate autoresponder message that included all of the above, the landing page strategy with data capture, and then the strategy that moves the lead forward to a sale, along with the appropriate measuring tools to attribute lead generation source to the actual sale. As a mobile advertising agency, we are responsible for the entire process, not just the set up of the mobile message in the system. Without the strategy behind the process, there is no way to measure its effectiveness. I will keep you posted on the keyword journey...
About Edge Media: Edge Media is a leading Christian interactive agency located in Phoenix AZ and specializing in cutting edge technology solutions that deliver exceptional results for our clients. As a Christian agency, we value integrity, excellence, and exceptional service for our clients.
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