Contents 1 Page Is Unavailable Due To Site Maintenance, Please Visit Reserve Copy Page 1.1 Before you begin 1.2 Frequency of campaigns 1.3 When to communicate 1.4 Core elements of a campaign 1.4.1 The resulting marketing message could therefore look like the following

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The Direct Marketing Association [1] offers agencies the following advice when setting up a mobile campaign:

Before you begin

1. Ensure that the target market has given permission to communicate with them specifically via this medium
2. Be clear about the data being used (preferably make sure that it has been collected in-house or that the exact collection methods are known)
3. Ensure that the medium is appropriate to that specific offer/target group (what is trying to be achieved – e.g. sales promotion versus CRM – and how will mobile support it?)
4. Ensure that the message is appropriate for the medium (can it be communicated by text or via images)
5. If the message includes any cost to the target market, ensure that it be justified and it is clear in the communication (remember that the consumer pays to send in a message and can be charged to receive any acknowledgement – or ‘bounce back’ – message, so make clear that they understand the full cost to them)
6. If you are supplying any downloadable content as part of your campaigns (such as ring tones or wallpapers), ensure that the target market understands that such downloads are reliant on the compatibility of their handset and also how it will be charged
7. Ensure that the mobile marketer will be clearly identified to the recipient
8. Ensure that the message includes the ability for the recipient to opt out from further messages
9. Set objectives and expectations (what response are you measuring? Are your expectations realistic?)

Frequency of campaigns

• This should be set by the target market or at least be agreed to be based on a clear and unequivocal statement of intent for use by the mobile marketer or the data collector.

When to communicate

• Generally avoid sending messages that the recipient will receive between the hours of 2200 and 0700. The obvious exceptions here are services that are time sensitive and for which the recipient has specifically opted in.

Core elements of a campaign

1. Permission collection – only send messages to those who have consented to receive them otherwise data protection legislation is breached.
2. Message Wording - The capacity to state information where mobile phones are used is limited compared to the internet and other forms of media but marketers are still required to provide information about significant conditions in a mobile promotion together with any other relevant factors likely to affect a consumer's decision to respond to a promotion by mobile (such as associated cost implications). Where SMS is concerned, as space is limited to 160 characters, the general use of abbreviations within the marketing message is permitted and it is also possible in some circumstances to refer to a website where consumers can obtain additional applicable conditions and information.
3. Information about the marketing you intend to do can be given before you send a marketing message or even before you collect the mobile number in question (such as in an advert, or on a website where the intended recipient signs up for the service). Assuming the recipient has clearly consented to the receipt of mobile marketing messages, it is best practice for each marketing message to:
   1. be clearly identifiable as a mobile marketing communication
   2. clearly state the identity of the sender of the communication (for example beginning the mobile message with the words “From [company name])
   3. provide a valid unsubscribe option so that recipients can unsubscribe from marketing communications as they wish
   4. include a clear identification of any promotional offers together with an explanation of any applicable conditions
   5. include a means of accessing any additional information, terms and conditions, and any applicable privacy policy in the event that the communication is being used to collect personal details.
4. So far as point 5 above is concerned, due to the limitations in space associated with mobile communications, a reference to an associated website can be made and it should then be ensured that the website provides all relevant information associated with the mobile communication. By having a website referred to within a marketing message will not excuse marketers from providing the information required by points 1 to 4 above in the text of the marketing message.

The resulting marketing message could therefore look like the following

<blockquote>“From Cheapflights – be a winner with cheap flights to Turkey for footie final. Visit www.cheapflights.com Reply “STOP” to opt out of further messages.”</blockquote>