PlusOne – Marketing Musings

SMS is a proven marketing tool for businesses who have a need to deliver timely offers directly into the hands of their customers at a time of their choosing. It is also a marketing tool that allows rapid deployment enabling a savvy business to take advantage of many sorts of events to frame their offer.

The effectiveness of any SMS marketing is heavily influenced by the list being used. Use a poor list and your business could suffer more reputational harm than the benefits of the send.

The best SMS list is derived from your own business, through acquisition of numbers from customers at the point of sale, through sign-up promotions or other activities designed to capture opt-in registrations.

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Just as a lead up to an election stifles consumer confidence, we are seeing the same effect over the slanging match over the carbon tax.

Sadly Abbott cannot see that his ongoing negative sentiments are causing great collateral damage to the retail economy and will continue to do so until the tax is in and we have had another election.

His best action is to work to make sure it is the best tax it can be, rather than being totally opposed.

Gillards best course of action is to be able to produce some seriously accurate numbers that will allay any fears on households of the impact of the carbon tax. Since the time when Rudd was proposing the idea, the Australian community has been ill-informed, leading to confusion and doubt.

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There is a push for green products – be it because it makes economic sense or because you want to tap into the market that thinks and wants green.  So enters green marketing. So you come up with a great idea. BUT…Peter White, Procter & Gamble’s head of sustainability says….

“There are some people who will buy green because that’s one of their core consumer needs. Then there’s a mainstream that will behave in a sustainable way if you make it easy for them and don’t ask them to make compromises.”

This is an important concept to think about, especially when you hear how providing a green alternative, while a great idea, never captured the consumer’s commitment. Continue Reading»

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Here is an interesting discussion on mobile v email marketing. The opinions are US centric, but worth a read. An excerpt below:

Mark Brill, Mobile Strategist, Chair of DMA Mobil…
Mobile Strategist, Chair of DMA Mobile Council, CEO of Mobile Agency, Formation Mobile Marketing

First of all, it depends on what you mean by effective. If you mean purely on response rates, then SMS has the greater potential to

generate much higher uplift than email. Here are a few reasons why SMS can be more effective:

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Getting the right protection for your home or office computers is vital. We suggest looking at Bullguard Internet Security.

This product provides affordable internet protection for up to three computers!

Bullguard Internet Security program provides comprehensive protection from viruses and all other online threats. Includes 5 GB online backup for your valued files, photos and music.

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I have been driven mad by unsolicited spam faxes.

Faxing is covered by the same spam legislation as email and SMS, but sadly this is overlooked by most.

After many optouts to nofax.com.au (who have no contact details on their site, despite the site being run by prospect marketing) I tracked down the right person to have my fax number removed from their entire database.

If you want to have your fax number removed from any fax with nofax at the bottom, contact:

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With the movement towards ebooks having such a great impact on bookstores, booksellers using unexpected and innovative ways to sell physical books is always interesting to see.

We have the cases of bookstores opening coffee shops to create a mutually beneficial symbiosis (I have also seen this done with a furniture accessory store as well – mums meet for coffee and gravitate to the store afterward.)

So it was with some surprise that I saw Big W also creating a space that allows for an enjoyment – yes an enjoyment of books alone – in a nice way to sell more kids books.

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The following news highlights an important opportunity for retailers to make better use of mobile technology to better inform consumers.

SourceIn this case the simple use of QR codes.

QRcodes, as the lovely lass is showing us, are special codes (that can be created for free) that when scanned by the code reader software that now comes with just about every smartphone.

When scanned, the code can do one of several things. It can go away and set up a data link and then display text, or go to any form of URL so pictures, video or a web page can be displayed.

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In an effort to maintain profitability, Australian mobile phone providers have been massaging the way they offer plans to consumers.

For the consumer, while the deals may appear appealing with new handsets and included calls and data, the reality is consumers are falling victim to clever marketing and increasing call rates.

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Today I would like to talk about making your SMS marketing or advertising message count through increasing the power of the message.

While using our SMS Portal provides a quick and efficient tool for distributing messages directly into the hands and consciousness of your list. (We spoke of SMS list building a few months ago.)

Because SMS is such a personal medium (people create a special bond with their phones) it is vital that communication with your list is carefully considered.

People have opted into your list for a reason and this reason will be the one given when they first joined your list.

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