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Mobile marketing is one the most effective modes of marketing. A mobile marketing campaign, if planned well, can bring a great boost to your business. Several companies are able to offer you this service. However, for a successful campaign, you need a good strategy. Mobile marketing entails communicating with your buyer through mobile device. One of the most efficient means of advertising via this medium is SMS messaging. Research has shown that SMS users are double the number of email users. It has also been proven that SMS messages are read more often and more likely to receive a reply compared to email communications which might remain unread for days. For a successful campaign, these steps have to be followed. Critically analyse your business and set targets for the campaign. This step is very important as far as your ROI is concerned because no goals means no direction. Conduct analysis of your business to ascertain the areas of opportunity open up to mobile. Find out where SMS can benefit your business and convince yourself of what you want to achieve with it. You need to know if you want to generate leads to your business, communicate promotions, generate traffic, boost customer retention or retain customer loyalty. Structure your campaign After you must have set your goals, select the SMS elements that best suits your goal. For instance, if your goal is to generate traffic, you could consider sending coupons for 40% discount on all transactions. Note that most SMS platforms can send alerts, coupons, reminders, and mass text messages. Other options include text to win and voting by text. Implement your campaign correctly You can reach your target audience if you implement your campaign correctly. Produce mobile marketing materials like banners, and copy that will let your prospects know how to sign up to receive alerts or coupons. Remember to ensure you include your mobile call to action in any SMS messages you send out - perhaps its a text reply or click-to- call for smartphone users. Once your mobile list is built, send out your mobile offer. Measure the efficacy of your campaign Measuring the effectiveness of your campaign will determine your return on investment. Make some necessary changes if your campaign strategy did not produce result. Try to track where your leads come from - it may be for example that iPhone users converted well, but Android users converted better. This information will be vital for your next SMS sendout.

Mobile marketing is an efficient and effective way of advertising your services. But before diving, ensure you think strategically about what mobile can offer your business. There are so many options that you may change your mind after researching - for example maybe you'd actually like to promote check-ins as opposed to SMS coupons. Either way set your goals, launch your campaign, and measure your results. This is a sure-fire way to getting the most out of this exciting new marketing option.

Roo Sadegi is a marketing specialist based in London. He spends much of his time writing and advising on new marketing and mobile technology.

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