Mobile Marketing: An Hour a Day

Friday: Manage and Measure Your Mobile Messaging Campaigns

SMS campaigns vary in duration depending on what you're promoting. If you're launching a product, for example, you might run a short-term program that lasts a couple of weeks. But you can also use SMS more episodically as part of an ongoing campaign. Hipcricket CMO Jeff Hasen cites Macy's Backstage Pass as a case in point. He notes that it is characterized by active phases interspersed with quiet periods of little or no activity. Assuming that most active campaigns will be of short duration—ranging from the five or so minutes in the Sprite example to as long as a few weeks—the ability to look at results and make adjustments in real time is crucial. Says Jeff, “We've had customers view ...