The key to success is keeping the content relevant and adding value to the customer. This means the consumer will happily sign-up and you can be sure you are not pestering them. Buckley gives the example of British Airways, which utilises push-based text messages (where unsolicited content is sent via SMS) to inform its customers about delays. “The information is relevant, and adds that essential value and permission isn’t really an issue,” he explains.
As mobile marketing evolves, marketers are still coming up with new ways to keep up with technology developments and reach new customers. Otherwise known as Bluetooth campaigns, proximity marketing works by sending a customer a message requesting permission to send them further content. It is typically run in conjunction with a poster or advertising medium in the vicinity, prompting the consumer to activate a code via their phone.
Source: By Verity Gough, MyCustomer.com
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