Recession Proof Your Marketing and Communication Channel

Can the average consumer afford your mobile marketing campaign?

During this downturn, I recently spoke to a T-Mobile representative who said many people are "optimizing" their mobile plans (i.e., cutting expenses) by reducing or eliminating SMS text message packages.

So what does that mean for your mobile campaigns? Think WAP, think mobile web browsing with an optional SMS plug-in and an optional email plug-in for optins. With mobile websites, include a plug-in so people can opt in via their web-based email accounts (viewable from the mobile phone) - you still get your consumer participation metrics, while the consumer gets to enjoy the brand without the SMS text message overhead cost. The consumer's level of investment requires only subscription to the data plan, as opposed to the data plan AND a SMS package or per SMS charge.

The mix and match marketing modules you use in this downturn will impact your clients' campaign success. Consider mixing a mobile component, which requires low- to medium-investment from the consumer, with a word-of-mouth component, which requires no investment from the consumer to participate.

Check out iLoop's blog at: http://iloopmobile.com/blog/ for more ideas on mobile web browsing. iLoop, incidentally, is the organization that powered the mobile component of President Obama's mobile campaign.