In this article, we are going to describe powerful mobile marketing methods you can implement in just a few minutes. We will investigate what the industry and the technology allow us to do today, how to persuade people to sign up for your service and which file formats to use when you deliver your content. We will also take a sneak peek on what will happen with mobile marketing in the near future.

The hands-on experience is based on solving marketing problems with the help of InfoNU (www.infonu.com). InfoNU is a free web based mobile mass communication platform that supports the latest trends in mobile marketing. With InfoNU you can:

Send SMS messages such as personalized alerts and mobile coupons
Push mobile content like banners, mp3-songs, ringtones, video clips, visiting cards and java games
Push links to mobile websites
Create and schedule mobile campaigns
Sign up and manage consumers
Get your own icon next to the address book and calendar to publish mobile content without cost
View statistics on how mobile marketing efforts are received by users
As in all sectors in explosive growth, bright people gravitate towards mobile marketing, create start-up companies, offer solutions and unfortunately also create a big creative mess full of definitions, standards, ideas and solutions. This article series is the authors attempt to untangle the web of technologies into easy-to-use patters you can use in your everyday marketing of your brand, company, products and services.

A second part of this article is planned. In Part 2 we will take a closer look at advanced concepts in mobile marketing like tailor-made mobile applications and mobile community services.

Permission Marketing and What Mobile Marketing is NOT

A mobile phone is a highly personal communication device. Mobile marketing is not about spamming uninterested people with irrelevant SMS messages at 2:00 am. Marketers have to respect this. Never send messages to someone without having their permission. Sending unsolicited SMS messages to people is not good marketing. Aside from the ethical aspect of spam, it does not work and costs you a lot of money. Do not do it.

Marketing activities that depends on the permission of the consumer is referred to as permission marketing and is central to mobile marketing. Embrace permission marketing and protect your list of consumers, it is the people who have given you permission to speak.

The Mobile Marketing Dance

Instead of sending unsolicited SMS messages, the trick in mobile marketing is to persuade people to sign up for your service and then to find a balance between providing sales driving information and offering value so that your customers are both informed and happy.

How to Persuade People to Sign Up for Your Service

What can you offer that makes your consumers accept the commercial side of your company? Here are a few suggestions:

Promote the following message by printing it on your packaged goods: Text COCACOLA to +44 77 86 202 988 (normal SMS cost). The first 100 people to text us will win a free subscription on Coca-Cola magazine. After you received 100 replies, call up the winners and get their address.
Promote the following message on billboards, posters, banners or signs around your town: Text WHEATIES to +44 77 86 202 988 (normal SMS cost) to get our new ringtone.
Promote the following message with an ad in your favorite newspaper: Text ABBA to +44 77 86 202 988 (normal SMS cost) to get our new song.
Promote the following message with an ad in your favorite newspaper: Text ROXETTE to +44 77 86 202 988 (normal SMS cost) to get our new video.
Promote the following text on your web site: Do you want information about us in your mobile? Click on this link and enter your contact details.
Promote the following text in your TV commercials: Text ARMANI to +44 77 86 202 988 (normal SMS cost) and win a trip for two to Paris. The winner will be notified the 16’th of August.
Promote the following text in your radio commercials: Text ATARI to +44 77 86 202 988 (normal SMS cost) and get Pac-Man to your phone.
Promote the following text in your TV commercials: Text MCDONALDS to +44 77 86 202 988 (normal SMS cost) to claim your 10% discount coupon.
In other words: Send something back as a Thank you for signing up. Give your new user something for free. Give your new user a possibility to win something nice. At least a thank you SMS.

To configure InfoNU so that you automatically send something back when new consumers sign up to your service, log on to your InfoNU account, select Settings in the Intranet Home menu followed by SMS Signup settings, click on Details for your code word and enable Respond automatically with an SMS message. You can send back an SMS message, mobile content like images, video and music, a link to your mobile web site or a Java application.

To integrate your own web site with InfoNU as in the fifth example above, select Help in the Intranet Home menu followed by Integrate InfoNU and click on Generate Link.

File Formats to Use when Distributing Mobile Content

Since virtually all mobile phones support SMS messaging, sending SMS messages is the simplest and most reliable way to come across to mobiles. SMS messages are as we all know limited to 160 characters but can contain links to mobile content.

All mobile phones does not support the same media formats. If you have no a-priori knowledge about your consumers phones but still want to reach the biggest possible audience, use to the following file formats:

Media, File Format,File Extension

Images, Portable network graphics, .png

Sound, MP3 songs, .mp3

Video, 3GPP video 3gp

Ringtones Midi music .mid

This list of file formats comes from analyzing mobile phones produced by the biggest manufacturers and ranking the phones after how common each phone is in practice.

Three other interesting file formats can be used for more specialized tasks:

Media, File Format, File Extension

Visiting cards and address book entries, vCard, .vcf

Calendar entries, vCard, .vcs

Java games, Java application descriptor files, .jad

Distributing links to mobile content with InfoNU is performed in the exact same way regardless of file format: You log on to your InfoNU account, select Uploads and upload the content from your PC to your InfoNU account. To distribute the content to a single person, click that person’s Communicate link. Make sure that Upload is selected as Type of Content.

If you want to send an SMS message to many people, create a campaign by clicking on Campaigns in the Intranet Home menu followed by New campaign. With InfoNU, you can also schedule campaigns to be run at a specific date and time. Go to Campaigns and click on Schedule campaign to define the start date of your campaign.

A Catalogue of Mobile Marketing Patterns

After your user signed up for your service, his/hers mobile phone transforms into an excellent communication channel. This section lists proven marketing methods for you to reuse:

Task: Inform customers about new products and updates, new offers and relevant company news.

Solution: Send an SMS message at an appropriate time with the information.

Note: To know when to send your message, ask yourself the following two questions: When is this information relevant to my mobile user? When will the message have the biggest impact? If you are selling umbrellas, sending your message when your customer is outside your store on his way home and it is raining outside might be a good idea. When is it not a good idea to send a message? At night? In the morning?

InfoNU supports sending personalized SMS messages. By using the tags {FirstName}, {LastName}, and {Mobile} in your SMS text, you can personalize the message with the recipients name and mobile phone number.

——————————————————————-

Task: Promote your rock groups new album.

Solution: Promote the following message: Text THECHAINSAWS to +44 77 86 202 988 (normal SMS cost) to get our new song. Follow up by sending an SMS message to everyone who signed up when your new album is released.

Note: Distributing video to mobile phones is possible today but do not expect top quality and do not expect to send out more than 10 seconds. Advances in mobile streaming technologies will make longer video transmissions possible in a few years.

To distribute a song to mobile phones convert it to an .mp3-file, log on to your InfoNU account, select Uploads and upload your song from your PC to your InfoNU account. You can distribute the song either to an individual person or create a campaign to send content to large groups of fans.

——————————————————————-

Task: You have a nice jingle that you would like to be recognized in the metro.

Solution: Produce a ringtone and send it to your consumers for free.

——————————————————————-

Task: Increase sales by distributing a mobile coupon to your customers.

Solution: Send out the following SMS message to your consumers: Here is your coupon for the movie. Show this message and get two tickets for the price of one. A43-K32-F83.

To create SMS coupons with InfoNU, use the {Coupon} tag in your SMS text. InfoNU will automatically create the coupon text for you. To view coupons and its owners, select Mobile Users and click on Mobile coupons.

——————————————————————-

Task: Get new customers by using viral marketing.

Solution: Create an SMS campaign with the following text: Welcome to Marty’s Bar. This is your VIP pass. Show this message and get a free beer. Feel free to send this message to your friends.

——————————————————————-

Task: You want to create an SMS newsletter that is delivered once a day.

Solution: Create several days of SMS campaigns with your content. Schedule the campaigns so that one is run every week.

To schedule a campaign to be run at a specific day, log on to your InfoNU account, select Campaigns in the Intranet Home menu and click on Campaign schedule.

——————————————————————-

Task: You are having an event together with all your employees and customers.

Solution: Send out an invitation as an SMS message one week before the event. Send an SMS message the day before to remind everybody. Schedule SMS messages to be sent during the event to sychronize people. Send out an event the day after the event to say thank you and to follow up.

But…We have Invested in a WAP Site?

If your company has a mobile web site or a WAP site, use SMS messaging to simplify access to your site. Send an SMS message with a link to your site. To visit your site, your consumer simply opens the SMS message and does not have to enter your URL address on the mobile phone:

Task: Promote your mobile web site and make it easier to access.
daniel-li-photography
dazeddigital
heart-photography
shakral-photography
chrononauts-photography
rm-modaedesign
csmt.uchicago
accademiaitaliana
independentpictures
cinziabruschini
rossiniphotography
emotionphotography
aperture
writing.upenn
photographers
eoloperfido
landvphotography
theflorentine
worldpressphoto
collettivowsp
stevemccurry
amarilisphotography
speos-photo
luigiavantaggiatootography
fubiz

theparisphotographer
artlimited
rencontres-arles
photography-now
napoleon
phantien
benbzh-photography
mep-fr
festival-circulations
awarewomenartists
bobbooks
opensea
learnphotographycanada
cspilanou
chrisharris
breezephotos
gadboisphotography
efraserphoto
saramcconnell
kingsphoto
banffphotography
photobyac
justinemilton
jophotofo
tarawhittaker
one12photo
borrowlenses
nscad
fophotography
scotiabankcontactphoto
capturephotofest
bcapphoto
nordicaphotography
avangardphoto
lifetouch
edgeimaging
daphotostudio
henrys
coastallifestylesphoto
adamsphotography
photoem
ago
darrenroberts
seanleblancphotography
yorkephotography
karsh
delgadophotography
zizka
ppoc
leannesim
prairieview
aliciahallphotography
tattoodo
inkbox
ephemeral.tattoo
prinker.us
archaeology
artweartattoo
fametattoos
blackinktattoostudios
seventeen
gradeatattoos
certifiedtattoo
momentaryink
firstclasstattoos
revolttattoos
sailorjerry
smalltattoos
temporarytattoos
wickedtattoos
blackcobratattoos
tattoosbylou
focusedtattoos
12tattoos
skindesigntattoos
amilliontattoo
inksomniatattoos
enigmatattoos
lamarstreettattooclub
no-regrets-tattoos
lolastattoos
bangbangforever
halloftattoos
safe-tattoos
momstattoosfo
ladyoctopus.tattoo
bullseyetattooshop
777tattoos
hebrew-tattoos
elmstreettattoo
trxtattoos
chakratattoos
boardwalktattoos
native-languages
nourishedmedspa
tattly
snowtattoo
firstplacetattoos
capitalxtra
tribtoday
kingsavetattoo
bodyartguru
7soulstattoo
stickeryou
pressdemocrat
717tattoo
tattoonow
warlocks-tattoo
leviticus
downtowntattoosnola
stinkymonkeytattoos
daredeviltattoo
exposedtattoo
atomictattoos
mrinkwells
thebellrosetattoo
consciousink
stateofgracetattoo
worldtattoogallery
thetrendspotter
fashionbeans
mitattoostudios
cosmictattoo
wrexham
rmg
oldlondonroad
newtestamenttattoos
eternal-tattoos
buzzretail
apply.army.mod
tattoos
vividinktattoos
popsugar
dailypost
frithstreettattoo
kidsloveinkdeptford
carouseltattoo
encyclopedia.ushmm
thetattooedarms
thegrasshopper
yourdesign
72tattoo
tattoocharlies
daily.jstor
onedaystudio
hellomagazine
iamvagabond
parliamenttattoo
dragontattoostudios
tokyotattoo
kilburnoriginal
sevendialstattoo
tribetattoo
historyoftattoos
manofmany
tepapat
birminghammail
seaofthieves.fandom
uhs.umich
razzouktattoo
cloakanddaggerlondon
stm.fi
skinmotion
scoopwhoop
zealandtattoo
tattoosmart
edintattoo
gptattoos
tatuajes.tattoo
zinktattoos
croatiaweek
tattoocleaners
tatauperu
caixaforum
tacosandtattoos
redoctopustattoos
maybelline
speakeasycustomtattoo
threekingstattoo
fattystattoos
siberiantimes
napnappartners
easytatt
theaflstore
tattooexpo
finelinetattoos
wildathearttattoo
vicmarkettattoo
goldcoasttattoos
woolworths
nonastieskids
reverencetattoo
goodlucktattoo
authentink
lighthousetattoo
vividinktattoos
heartandsoultattoo
sydneylivingmuseums
inkpay
popsugar
sincitytattoos
mccrindle
freespiritmanly
borderlinetattoos
fashionjournal
voodooink
costhetics
bloodlinetattoophuket
localsearch
thetattoomovement
numit
amazingraymond
theblackwolfcollective
abcoeparty
designerinktattoos
alfredstreettattoo
creativetattooart
purevisiontattoo
thirteenfeettattoo
wildwesttattoos
crucibletattooco
templetattoo
base9tattoos
amtlaser
flttattoostudio
inkup
torasumi
ritesofpassagefestival
sacredmonkeytattoo
tailormadetattoo
celebrityink
eastbrunswicktattoos
traditiontattoo
ramsgateink
blackmarkettattooco
chinazonetattoo
gemmaflack
skin-stories
gala
inkster
tattoos-forever
verbraucherzentrale
rnd
tattoos-by-peter
badvilbel-tattoo
rtl
stmuv.bayern
tattoo-spirit
ndr
edding.tattoo
reinkarnationtattoos
mytattoo
pikasstattoo
mos-tattoos
zdf
human-inkstinct
bfs
sixx
deavita
checker-demon-tattoos
zentrum-der-gesundheit
familie
desired
personalwissen
auge.tattoo
first-class-tattoos
de.fiverr
inktasticffm
jetzt
korelu
stylebook
mylife
create-tattoo
godfathers-tattoo
tattoomed
giga
n-joy
tattoolife
studioaureo
sapiens
tattoolifestyle
yongestreettattoos
redbookmag
thetattooedheart
highvoltagetattoo
publications.jrc.ecropa
tattoos
vogue
exxxotic-tattoos
sioou
toptrendsguide
corrections1
nextluxury
sorrymomshop
doingtattoo
perfectimage
eighthempire
wildwoodtattoo
piranhatattoo
motorcitytattoos
paintedpeopletattoos
hontattoo
mementomoristudios
crimsonempiretattoo
bosstattoos
inkwellkingston
deucetattoos
tattoopeople
adepttattoos
showdowntattoo
tattoosbystrangers
playhousetattoos
hiddengemtattoostudio
timewilltelltattoo
boldtattoos
albertstreettattoo
hometowntattoos
waycooloakville
true-grit-tattoos
news.usask
inkternal
indigoartattoos
ihearttattoos
schooltattoos
empiretattoo
goldenirontattoostudio
raincitytattoos
fairview
skintricate
centralbodyart
adrenalinetattoos
telltalehearttattoo
blackpearltoronto
en.picotatoo
angrymonkeytattoo
royalrosetattoo
johnstreettattoo
threebestrated
classictattoo
northyorkink
atticustattoo
do512
tattooweek
tattootatuagem
kdanmobile
awn
dreamworks
sonypicturesanimation
animate.style
pixar
studiobinder
autodesk
animationmentor
screenskills
animationguild
disneyanimation
animationshowofshows
toonboom
paramountanimation
toytheater
bloopanimation
sciencebehindpixar
cca
nfb
womeninanimation
yihui
pro.arcgis
animation-festivals
blender
animatron
creativehumans
pencil2d
titmouse
oneanimation
nickanimation
tailwindcss
musanim
mikrosanimation
clipstudio
matplotlib
animationcareerreview
filmvideolarts
cartoonbrew
ringling
aardman
pubv
inkscape
traditionalanimation
journal.animationstudies
mixamo
disneyworld.disney.go
rottentomatoes
sketchfab
dragonframe
storycorps
animationmagazine
animaker
dneg
animationtoolkit
getuikit
fontawesome
thelineanimation
skwigly
wdka.nl
gobelins-school
manchesteranimationfestival
disneyworld
docs.krita
blue-zoo
thersa
passion-pictures
artun.ee
api.jquery
angular
animejs
quickdrawanimation
misterhorse
michalsnik.github
fxanimation
netflixanimation
svgator
tildacation
lottiefiles
vfs
triggerfish
desygner
principleformac
animationpaper
iadt
animationlab.utah
kaboomfestival.nl
animationworkshop.via.dk
greensock
graphicmama
animate-australia
codecamp
acmi
sae
rive.app
visualdomain
ozanimate
nfi
liquidanimation
yansmedia
doink
screenaustralia
aie
affordableschools
ag-animation
filmschule
wiki.selfhtml
itfs
trixter
animation.niederschlagsradar
framer
hslu.ch
arocom
animationproductiondays
die-erklaervideo-agentur
filmuniversitaet
animeita
ceeanimation
rbw-cgi
nas.sardegnafilmcommission
mdbr
lordicon
onanimationstudios
xilam
animation.ciclic
ax-animation
2d3d-animations
dwarfanimation
science-animation
annecy