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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 BloodisNeeded.org, 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.
The "on demand" part is crucial. Remember that mobile's an intimate platform, and people don't respond well to promotional texts for which they haven't opted in.
Case in Point: Google. When you text Google at 466453 with your city, ZIP Code, or a restaurant name, you'll get SMS messages from the company with tons of useful information—weather, phone numbers, addresses—all in an instant. But even with what's become a rich database of mobile numbers, Google holds back on texting users at will. Great choice.
The message for marketers here? To succeed in the fluid universe of SMS, heed the Big Three Be's: Be useful, be fast, but be welcome!
The Po!nt: Rules count—even in wide-open spaces. Mastery of the Big Three Be's may help you enjoy "top-of-mind" status in the ever-fickle mobile universe.
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by Christina "CK" Kerley
