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Consumers are increasingly using mobile devices to access various aspects of their digital lives including online shopping. Yet in many cases businesses are failing to take advantage of the extra marketing opportunities that mobile offers them. Smart online forms company Formstack has put together an infographic that uncovers the top five mistakes businesses make in their mobile marketing.
Not having a strong call to action, such as a one-click button to download a coupon, is another error, as is not offering the ability to auto-fill forms using links to social media accounts.
Flytxt, for over a decade, has run several mobile marketing campaigns, and has been providing a technology platform solution for the Operators.Through these years, we have closely understood and solved some of the challenges faced by mobile marketers.
From conducting large scale campaigns, measuring the impact, to maximising returns on investment. Today most products and services promoted by mobile operators have extremely short lifecycles. With stagnating Voice and Data revenues, the percentage of Value Added Services products increases steadily. Marketers understand the value of real-time data for maximising the relevance of campaigns and offers to subscribers. Offers like “top up minimum 100 Rs and get 50Rs extra talk time” staggered for example by subscribers’ ARPU are proven to have high ROI. Rural areas have a rapidly growing subscriber base and mobile is the only channel to reach them. Increased competition, subscriber fatigue and government regulations make subscriber Privacy, Do Not Contact (DNC) list and frequency management an important part of mobile marketing. Mobile Operators have successfully exploited the push channels using generic multi-purpose tools. He is responsible for the design and technology behind Neon, the company’s third generation mobile marketing platform.He has a decade long experience in mobile marketing technology.

But there is also a lack of agility for the implementation of the services in the existing scenario where application developers dont think of all these points to implement the solution. Yet 46 percent of consumers say if they're using a company's mobile app they're unlikely to shop around for other options. Companies also suffer from overloading their mobile sites with content, 57 percent of users say they won’t recommend a badly-designed mobile site to their friends. Vice President Product and Technology, Flytxt talks about the top ten challenges faced by mobile operators and alludes to the need of a third generation technology that will enable operators maximise their ROI on mobile marketing.
As a result, the number of partners also increases and the question arises “Who should do the marketing for those joint revenues?” Partners don’t have access to the entire subscriber profile, and mobile operators cannot directly support the marketing of partners’ products. Data files are being manually transferred, analysed, exported, transferred again, and uploaded for sending… the story goes on.
But the challenge is to identify conversions for an offer based on the eligibility criteria and fulfilling the reward to the customer. However barriers like multiple languages and low literacy rate make it difficult for the marketers to address the rural population. Most operators have some policies in place, but they have no adequate tools to enforce them, and hence run a high risk of violation of regulations. And all this questions are the part of the implementation of innovative VAS solutions by the service provider.
Conventional marketing processes and generic multipurpose technology tools are designed for long-cycle campaigns, and hence are not effective in the new scenario. A part of the total revenue from a product could be a direct result of marketing campaigns.
To leverage these new revenue opportunities, mobile operators need a marketing technology that allows the Partners to do effective marketing, while they exercise control over subscriber data and marketing policies. Operator’s BI and CRM systems have a latency of minimum 24-48 hours and by the time the data is transferred and analysed it would have lost its real-time value.

This process is error-prone, slow, hardly scalable and above all hinders marketers from being innovative and creative. An automatically enforced solution to control frequency of messages and manage privacy policies is required.
Though Operators realise the opportunity, they are hesitant, as real-time marketing involves a lot of practical difficulties. The marketer can be successful only if he can test offers and product variants, and come up with the most profitable recipe within hours.
Relevant offers for the mobile channel require an operational real-time mobile marketing database that provides fresh subscriber data to marketers all the time. To get the brightest and most creative thinkers to exercise their potential, it requires a mobile marketing technology that automates all steps of the campaign workflow, including real-time campaign reports. It requires a flexible integrated marketing technology to enable sending dynamic personalised offers and fully automating their fulfillment. To monetise valuable subscriber touch-points, it requires an integrated technology that will help in rolling out real-time offers based on subscriber actions. This requires a specialised, real-time mobile marketing technology platform with end to end workflow and usable tools.
Therefore the net impact of a campaign can be calculated only if we distinguish between the above two.
Currently this is impractical and too slow with tens of campaigns per day and manual Excel techniques. Only a marketing technology that allows for automated, real-time monetary impact analysis based on control groups will help marketers to make quick and educated decisions.

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