How do you build a relationship and community around SMS?
There is little doubt that mobile marketing has become the dream channel for marketers. Not only is it ubiquitous - there are five times as many mobile phones in the world today as PCs - but its real-time nature and commercial power have elevated its importance in the marketing mix.
In fact, not a week goes by where mobile isn't grabbing headlines - like last week's announcement by Orbitz highlighting the fact that smartphones now account for one in five of all its bookings. But those headlines aren't always positive - like when news came out that Papa John's is facing a $250 million spam lawsuit related to blasting customers with illegal text messages. The suit once again reminds us that mobile is a highly personal channel and marketers interested in leveraging mobile to build a community must now, more than ever, take a relationships-first approach. So how do you build a relationship and community around SMS? Here are some tips.
It's clear the world has gone mobile and case studies highlighting the success of leading brands like Orbitz showcase the enormous opportunity this burgeoning channel offers marketers across all industries. But doing mobile right requires a focused, relationships-first approach that includes adhering to best practices (check out the MMA guidelines), creating great user experiences by thinking through the customer journey, and supporting that strategy with great technology, capabilities, and marketing know-how.
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Michael Della Penna is an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social Web. Conversa Marketing, was acquired by StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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