Newsstand

July 23, 2011
Cell Phone Marketing and the KISS Method [DMA11]

Cell phone marketing is an essential element of comprehensive marketing in that there are more people walking around with mobile devices today than own computers. But it’s also a field that’s rife with the possibility to pull off some serious blunders. We’re not talking the kind that just upsets people, but the kind that causes you to lose customers en masse. One of the biggest mistakes you could make in cell phone marketing is failing to follow the KISS method.

In this case, following the KISS method reminds you to “Keep It Short, Stupid!” Not to hurl insults at anyone that’s ever been guilty of doing this in the past, but it’s something that bears shedding serious light on. Because the simple fact is, if you send someone a marketing text message in excess of 160 characters, it’s going to be delivered as two separate texts. This isn’t a problem for those on an unlimited data plan, but for those who are paying per text, exceeding 160 characters is along the lines of committing a cardinal sin.

Needless to say, there’s a lot more to successful cell phone marketing than keeping all of your messages Twitter-length. If you’re interested in finding out what those are, as well as hearing from leading industry thinkers who can shed light on how you can integrate text marketing into a comprehensive marketing campaign, check out what’s going on at the DMA2011 Conference and Exhibition this October in Boston.

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