Mobile marketing and services are increasingly used to power CRM-centric programs, such as lead to prospect conversion, customer activation and customer retention. The unique nature of the mobile channel makes it the most powerful and instant 1:1 medium, with an emotional element in the mix - requiring a well planned approach for maximum success.

As a matter of fact we believe all good mobile marketing campaigns, even a single outbound SMS push to an existing list should adher to the following CRM succcess criteria:

• segment your audience to ensure only relevant communication reaches recipients
• personalise your messages (and Mobile Internet landing pages)
• carefully choose the right date and time for send
• enable instant response within the same channel, and optionally via additional channels

Let's look at what that means in practice when creating SMS campaigns (note we use a standard short 160 character message in the examples, our solutions do also support "long messages" up to 459 characters):

Good Example	Poor Example
From: 07729762455	From: SuperPromo
"Brandco: Susan, last Friday you ordered from us for the first time - as a big Thank You here a voucher code AW2R - entitling you to a 15% discount on your next purchase! 2 unsub reply w Stop"	"Hello! Visit our website now at www.superwebsite.com for fantastic offers!"
Sender identified at beginning of message Personalised with first name Relevant, customer ordered exactly a week ago, includes offer Unsubscribe instructions, header is = number so SMS response enabled	Sender identified in header Generic message Subscriber can not respond No opt-out instructions, alphanumeric header (instead of original number) blocks response SMS Website address is clickable (with most phones), but not actually usable (on most phones)

Why is Mobile so powerful in CRM

• Mobile number = “for life”
  Consumers rarely change their mobile number, even when switching handset or operator
• Mobile number = single individual
  Very few of us run multiple SIM-cards and mobile numbers, if we exclude celebs and other VIPs
• Automated 100% accurate lookup of customer data
  Mobile number - can not be be faked or spoofed, someone texting to your shortcode program is on that specific phone
• Mobile number = Works anywhere, anytime
  You decide when you want to reach your audience, and you will - the mobile handset is with us, all the time

Manage your mobile CRM campaigns with our solutions

Our PRO solutions include CRM features to help you create relvant, timely and properly segmented campaigns. Message personalisation, automatic opt-in and opt-out management, detailed reporting on contact behaviour mean that your Mobile campaign and service not only stays within the rules set by carriers and industry bodies such as the MMA, but also delivers the best possible ROI.

Mobile versus Email

While we do not claim this is scientific research, we have gathered data across a multitude of combined mobile and email campaigns delivered by KODIME on behalf of clients. There are some fundamental differences in these channels, which must be taken into account when deciding when and where to use Email or Mobile, or both to achieve given marketing objectives:

Interested in finding out more about Mobile CRM? Contact us now.