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Mind the Big Three Be's

November 2, 2009  

Fun fact: Only 13% of the mobile market has an iPhone. That sounds like plenty when you consider how long the phone's been available, but it merits remembering that the vast majority of users—and possibly many in your demo—still don't have one.

So how to wiggle into the pockets of non-iPhoners to please the mobile masses? Go back to old-world marketing basics: Make sure you offer them something useful in an unpretentious, unobtrusive way.

Case in Point: The Red Cross. When the Red Cross learned that 160 million Americans text daily, it launched a mobile campaign for, which aims to attract more donors of the life-giving red fluid. Mobile users far and wide can subscribe to updates via SMS by sending a message containing the word "redcross" to 42227. Once registered, folks can locate the nearest blood drive by entering their ZIP Code, and with just a click, they can call to make an appointment.

"By offering the texting option to donors, the Red Cross will deliver relevant content anywhere, anytime, on demand, nurturing a one-to-one relationship," explains David Spear of LSN Mobile.

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