Lucidity

People are more mobile than ever making today’s target markets moving targets. To be effective, marketers must mobilize. Emerging mobile technologies are poised for exponential growth and can augment traditional channels by literally delivering brand messages to the palms of consumers’ hands.

Leveraging mobile technology can seem like an overwhelming exercise. The constant buzz surrounding the latest blue-sky applications is hard to keep up with. However, like all marketing channels, there are simple ways to get involved.

As the most universally used mobile technology, Short Message Service (SMS) is the logical entry point into mobile marketing.SMS technology allows for the exchange of short messages between mobile devices. According to industry reports SMS text messaging is the most widely used data application on the planet. According to Wikipedia almost 75% of global mobile users are now also active text messagers.

From a marketing standpoint, SMS becomes much more effective when used in conjunction with Common Short Codes (or more simply, Short Codes). Often referred to as the domain names of the mobile age, CSCs are essentially special telephone numbers, used for SMS purposes, and designed to be shorter (five or six numbers) and easier to remember than normal telephone numbers. Short codes make a campaign more accessible via SMS by associating a unique number with a related word, i.e. “Vote for your favourite song by sending a text message to “76647″ (”SONGS”).

The popularity of SMS text messaging is undeniable. Users have already spawned a whole new language, “textspeak,” that is made up almost entirely of accepted short forms and acronyms to save time and space and, ATST (at the same time) code MSGS from the prying eyes of TNITK (those not in the know). With time NE1 can figure it out just remember 2 KISS.

One of the reasons marketers are flocking towards text messaging is that every cell phone now sold can send and receive a text. While other mobile technologies are still making their way into common use, text messaging has already permeated the market in terms of accessibility. According to the Canadian Wireless Telecommunications Association (CWTA), Canadians send 45.3 million text messages every day. And texting is not just for the kids. In his white paper, Common Short Codes: Cracking the Mobile Marketing Code, Evan Neufeld says the largest group of texters are between 25-34 with 35-44 year olds coming a not too distant third.

Through the immediacy of text messaging you can create a personalized real-time one-to-one dialogue with consumers. Response is measurable and as a medium, SMS easily integrates into your marketing mix. You can collect instant response to a promotion or enhance event and/or brand affiliation and accessibility (like voting for your favourite American Idol). SMS short codes can be applied to voting, ordering (e.g. ringtones), info and product requests, contest entry, coupons and more.

Getting Started

The CWTA governs all Canadian short codes. This body is responsible for administering codes and code applications and maintains an active database of in-use and available numbers. All short codes must be obtained and activated through the CWTA. In turn the CWTA works with cellular providers to ensure the codes are common to all networks (so anyone can send a message to your number).

As a marketing tool text messaging is cost effective. Available short codes can be leased from the CWTA on a monthly basis and are issued only to individual campaigns. An initial $1500 deposit covers the first three months of your short code registration. After three months you can hold on to your short code number for $350 a month. Once registered, short codes are yours for up to one year before you will have to reapply.

The CWTA application process is simple but strict.

• First, you must have a campaign to which you want to attach the number; program details are an important part of the application.
• Second, fill out the application forms found at www.txt.ca/application.htm.
• Third, find an aggregator to help technically administer your SMS program. Aggregators help complete your application and will work with wireless providers to implement your program and monitor results. A list of aggregators is available on the CWTA site.

It is important to note that short codes are not instantly assigned. Applications are reviewed every Tuesday and must be received the Thursday before to be considered. Depending on the number of applications received and the capabilities of your aggregator you may wait a month or two before your code is approved, so include your CSC plan in your initial campaign planning. There are other rules to consider: codes cannot start with the number 4 and outgoing messages are restricted to 136 characters (including spaces).

Used properly, SMS and CSC can be valuable tools that greatly increase your coverage and accessibility. But while CWTA short codes are compatible with all networks, cellular providers participate in SMS programs at their own discretion. The best way to ensure a successful SMS campaign is to work with an experienced aggregator, and do your homework with the CWTA first to ease the application process.

SMS is a great way to get your feet wet in the mobile marketplace. Good SMS campaigns cut through the clutter and reach consumers who have trained their senses to block the bombardment of marketing messages they encounter everyday. Adapting CSC practices into your marketing mix will not only enhance the coverage and impact of your messaging, it will identify your brand with consumers’ fast-paced mobile lifestyles.

Stay tuned for future posts from the mobile group on digital out-of-home and the untapped potential of QR (quick response) codes.