Mobile marketing

Mobile phone marketing is fast becoming an important way for companies to send advertising messages to their customers. Unlike telephone marketing, text-message marketing is direct, personal, interactive, cost effective and responsive. Mobile phones are always on, they are always with you and SMS (short messaging service) messages are usually read.

For small businesses in particular, the mobile phone offers exciting opportunities to improve customer service and satisfaction. Texting customers on their mobile phones can be part of a better, more personal service. Sending details of promotions and events can boost business.

But before you embark on a mobile advertising campaign, it's essential to assess whether mobile marketing is a good fit for your business - does it make sense to promote your product or service in this way? And will your customers respond favourably?

Using mobile phones to inform your customers

Small firms often have an advantage over big brand names because you already have a personal relationship with your customers. As a result, contacting them by mobile phone does not appear intrusive. Many types of small business can benefit from mobile phone communication - for example, local entertainment businesses such as nightclubs and restaurants can use text marketing to advertise special events, while retailers can text details of sales or vouchers timed to catch shoppers in the right place.

Businesses that work by appointment, such as opticians or hair salons, are ideally placed to use text messages to send reminders and to alert customers when it's time to book their next appointment. What's more, they can use SMS messaging to send special offers and details of last-minute availability.

If you deliver products direct to your customers, you can contact them on their mobile phone when you are on your way. By arranging to call the customer when the driver is half an hour away means they do not have to wait in all day for delivery. A mobile phone is also the ideal way to tell customers when goods are ready to collect.

How to make your mobile marketing effective

Like all direct marketing, you need permission to contact customers and prospects by mobile phone. It's vital to target your message appropriately. Not only does targeting increase response levels, it minimises the chances of annoying recipients who are not interested in your message.

Marketing via mobile phone allows you to test different approaches. Simple SMS text messages are the most common method of communication. If you want to send a logo or a voucher you can send an MMS (multimedia messaging service) message that allows you to attach audio, video and images to your text.

Other options include mobile Internet banner advertisements and SMS text-to-win competitions. In addition to targeting individuals, it is possible to send promotional texts via Bluetooth to anyone with a Bluetooth-enabled phone in a specific location. While this can enable you to broadcast your message to prospects in a certain catchment area, it remains a relatively untargeted approach.

Timing is an important factor in mobile marketing success. Contact shoppers when they are on the high street - at the weekend - and you increase the potential for new business. Whatever you do, never send messages at unsocial hours.

Using fax marketing

Direct, fast and relatively cheap, especially compared to direct mail, fax marketing can also be a good way to communicate with customers. Fax marketing works well for businesses that need to send simple messages in bulk, such as special offers or regular updates, to customers and prospects.

Stay on the right side of the law

The legislation governing advertising via fax and mobile phone is extensive. Before you embark on any mobile phone marketing, do your homework. The Direct Marketing Association website has its own code of conduct and explanation of the law, including details on content, competitions and permission.