Page 357 - Social Media Marketing for Dummies

members of your audience to your communication, but you leave it up to
individual audience members to initiate direct contact with you.
» Delivering: Providing your products or services and exceptional customer
service to members of your audience.
» Exchanging: Swapping value (which we define later in this list). Often, you
exchange your goods and services for money, but you can determine for
yourself what to take in exchange.
» Offerings: The products and services produced by your organization.
» Value: A sense of worth. People value something when they perceive that the
item’s worth exceeds what it costs them to obtain, consume, or use.
» Mobile-enhanced traditional and new-media channels: Marketers rely
heavily on traditional marketing channels (including television) and new media
channels (including websites) to build awareness among members of their
audience and promote their offerings. Adding mobile-enhanced to the mix
simply means that you’re marketing to people who are accessing the media in
those channels from smartphones and other wireless devices.

In addition, a mobile marketing call to action is a set of instructions promoted in the
media that shows someone how to use his phone or mobile terminal to participate
in a mobile marketing program. For example, one mobile call to action might be
“Text SONC to 20222 to donate $5 to support Special Olympics Northern Califor-
nia Athletes. Your donation will be billed to your mobile phone bill, and 100 per-
cent of the proceeds is received by the charity.”

Defining mobile marketing and its place
within the social media context

As we mention in the previous section, there are two forms of mobile marketing:
direct and indirect.

» Direct mobile marketing: Refers to the practice of reaching out and engag-
ing individual members of your audience via their mobile phones. It also
includes individuals reaching out and engaging with you in your marketing
campaigns.

You can proactively engage consumers — that is, text-message and/or call
them — if they’ve given you explicit permission to do so. If you don’t have
permission, you can’t directly reach out to consumers.

» Indirect mobile marketing: Because mobile marketing requires that
individual customers give you permission to interact with them on their
mobile phones, you can use indirect mobile marketing to expose people

CHAPTER 23 Building an SMM Mobile Campaign 341