Tuesday: Determine Business Considerations
Now, you have a good sense of where and how you might use SMS. The next step is learning the rules of the road, and this is one road that actually has a lot of rules.
Get Permission
Because mobile devices are so personal for most consumers, receiving marketing messages on them is akin to inviting your brand into their home. With that metaphor in mind, it's pretty obvious you won't be able to build a relationship with customers if you start things off by barging in the door. For the relationship to work—and grow—you have to be invited in and continuously prove your worth. As Jeff Hasen, Hipcricket's CMO, says, “The first thing you want to do is make sure you follow the opt-in guidelines. Invite people ...
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