The Biggest Hurdle In SMS Marketing

Mobile Marketer asked me about hurdles in using text-messaging programs.

Here's what I told the publication:

“The biggest hurdle is often mental. Recently, Ford used a text call-to-action to produce a 15.4 percent lead convergence. I told this story to a digital influencer who called it a great example of a 'meat and potatoes' program.

“I'm a vegetarian but I'll serve my clients meat and potatoes all day long if we can realize such a lofty lead number.”

Further, I told Mobile Marketer that marketers should get past the "shiny object" mentality and concentrate on what has the best chance of success.

"Of course, another advantage to SMS marketing is that an interaction often leads to a remarketing opportunity through an opt-in. This drives loyalty and sales.

“Who cares if it was done with the simplest of mobile products?"

The full article is here

Video of Author Panel at Mobile Insider Summit

I was thrilled to be asked to be on an author’s panel at the top-tier Mobile Insider Summit presented by Mediapost. My co-panelists were Jed Alpert, CEO, Mobile Commons; Chuck Martin, Author, The Third Screen @chuckmartin; and Mike Proulx, Senior VP, Digital Strategy, Hill Holliday @mcproulx.

Incidentally, Chuck and Mike are good friends.

Here’s the video

<br />Video streaming by Ustream

Mobile-First? How About "Sell More Stuff" First?

There’s lots of talk about so-called “mobile first”. My view is that it’s move-the-business first – mobile might be the way to go, but maybe not.

Here’s what I told Mobile Marketer on the subject.

"Marketers should take a sell-more-stuff approach. There are often times where mobile should be the lead given a brand target's behavior and interest.

“But other times that is not the case. Everything has changed and nothing has changed – it's about selling products and services – and using the medium or mediums that are most likely to succeed.

“You need to know your customer – that was true 50 years ago and will be true in 50 more years.”

The full article is here -