Mobile Fundraising
In The US at least, as it tries to play catch up with many other areas of the world, there is a strong desire to do something on mobile. The agencies are not always quite sure what they should do, but they know that it needs to be looked at. Mobile is very strong in some core demos and finding a way to leverage that tool for marketing and buzz can be very important. Just look at American Idol, which seems to be the most quoted example of mobile.
But with this channel, which is still relatively new, it is too easy to do things wrong. Without a strong understanding of what is good and bad practice, of how best to use it, when to use opt-ins etc you run the risk of alienating your audience. Helen, a mobile marketing expert over in the UK, has a great post picking apart a recent campaign there.
Grrr. Mobile Marketers - pull up your socks! This is 2007 and NOT NEW any more. You really should know better. Surely we can get the basics right. No wonder the TV companies are in a pickle with SMS voting shenanigans if we can’t even get a basic text to win right.
What did they do wrong? No indication of cost, no privacy information, no terms and conditions found, no unsubscribe instructions. All of the basics. She’s nice enough not to name the company in this case, but it is all too easy to have a great campaign idea turn into a nightmare of PR
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