And just as equally, don't you hate the fact that you are constantly in reach, thanks to your mobile phone? There isn't a moment of privacy left. Even those quiet moments in a basement or a subway are becoming rare as wireless networks are extending to every corner of the world.
Mobile phones, the third screen, are so prevalent, their reach so deep, that they are a marketer's delight. Amazingly, the best innovation we have seen so far is bulk SMS spamming! Messages like, "Gr8 summer offer @ yr fav hangout - 10 per cent discount on all beverages b4 8 @ Shorty's Tavern." Makes you want to throw up even before Shorty's cheap hooch works your liver.
Businesses need to understand that it is just as easy to turn off a customer by SMS as it is to win her. Annoy a mobile user with unsolicited messages and you have ruined a relationship even before it begins.
But innovation around the use of SMS is here. Before I get to mobile texting as a business tool, here are three Inviolable Rules for Texting: Get permission from your audience before sending them an SMS; Don't send a SMS that the receiver cannot stop. Ensure you let the receivers know how they can unsubscribe from your database. Such systems exist. And the smartest companies will use them; Don't think consumers are idiots. As a business, don't use SMS to send out mass greetings of the kind, "RealSmart Corporation wishes you a wonderful Diwali." Everyone knows it's fake.
Here is one innovation you may want to consider for your product or company: the serial, time-released SMS. Imagine that you just bought a mobile phone called XMP8. Are you likely to read the User Manual? Nah, who reads a User Manual? Phones are so well made you intuitively understand the features. So, is there a solution between "intuitive understanding of phone features" and the ignored User Manual? There is.
Now imagine that the packaging of your XMP8 had the following: "SMS 'START XMP8' to 575758 and get the Top 20 Features for your phone Free by SMS". So you whip out your phone and send: START XMP8. In return you get 20 SMSs, one each day that details one feature of your phone. Total cost of sending the SMS? About Rs 2 at 10p a SMS (See Box: Is this for real or just an innovative idea?).
Now think of the benefits: Save on paper, becomes environment friendly; Users get features delivered to their phone, so it is always with them; Subscription is flexible- it can be stopped anytime. User is in control - and that's a major innovation; Deliver a brand reminder for each of those 20 days - a valuable brand-enhancement exercise; Users can be asked to start other subscriptions that provide further product information; Use media that is native to the product to enhance usage, thereby integrating communications and product
How do you use this "serial" SMS idea within your company? Imagine your company inducts 20 employees each month. The HR team could request all new employees to send an SMS of the type START COMPANYFUNDA to a special short code. In return they get an acknowledgement of their subscription and how to stop it. The company can then "drip" information into the mobiles of its new employees.
These SMS can be a series about company values, mission and vision; things like how long the company store is open, how to enroll at the company gym, how the new employee can participate in CSR activity, or even messages from the CEO each day (for say 10 days), introducing the new employee to the culture of the company. How cool is that?
I can imagine homeopathy clinics offering simple lifestyle advice for the management of common problems like alopecia, psoriasis and acne. This becomes a true below the line marketing exercise.
But the "Serial SMS" is an idea waiting for imaginative minds to harness as a productivity tool, information and education tool, marketing strategy, incremental sales strategy or just an environment-friendly way to communicate.
Arun Katiyar is an independent corporate content and communications consultant.
