The growth of mobile internet usage is without precedent right now. More people are using their smartphones to access the internet and engage with downloaded applications than ever before. Thanks to the advancement of mobile devices, smartphones and tablets specifically, marketers have completely new channels in which to develop their promotional strategies. In today’s business climate, there’s a great opportunity for marketers to take advantage of this shift in user behavior, as more people conduct business and use their mobile devices for personal use.
I recently read an excellent whitepaper on Permission and Privacy within the mobile marketing space and thought it was worth noting the 6 C’s as outlined in the whitepaper:
These 6 C’s, or guidelines, offer thoughts on Best Practices of how to effectively manage a mobile marketing strategy. Unfortunately, in the land of “spam” too many unscrupulous marketers, and I use the term marketers loosely, choose the easy path of ignoring these important steps looking to simply play the percentages. Typically, spammers ignore all measure of ethics and simply cast as wide a net as possible ignoring Best Practices. No matter how irrelevant the marketing message may be, given the sheer volume of spam that is sent, spammers believe if they can get even .05% to convert, the “spam” campaign is profitable. But for real businesses, who want to protect their reputation and brand, these 6 C’s should be referenced whenever new mobile campaigns are considered. Customers will take notice of the extra effort and in the long run it will increase your reputation and the effectiveness of your mobile marketing strategies.