With growing interest in the mobile marketing channel — particularly in the retail, charitable giving and other commerce-related sectors — it’s important to understand how to find the right vendor partner for your brand, campaign or cause. Many companies choose to partner with a vendor who offers licensed mobile marketing technologies. If you choose to go this route, here are the two key questions to consider: One, what type of vendor do you want? And two, how will you qualify your vendor?
Question 1: What type of vendor do you want?
Mobile marketing vendors come in all shapes and sizes. Some specialize in particular solutions, while others offer a wide range of capabilities. From application platforms to service providers, vendors may focus on any or many of eight basic pathways to mobile marketing: SMS, MMS, email, voice/IVR, proximity (Bluetooth, WiFi), mobile internet, apps and content.
Think about what type of mobile capabilities you need to create the user experience you’re seeking. Is it couponing, loyalty programs, customer care or something else? What about enabling services, like location or contactless payment? Finally, consider both short- and long-term factors surrounding the longevity of your campaign and future reinventions of it. These factors will certainly play into your decision to work with a multiservice or specialized vendor.
A resourceful place to start your search is the Mobile Marketing Association’s (MMA) online directory of members who offer mobile marketing services. These vendors are certainly up-to-speed on mobile advertising guidelines and consumer best practices. For SMS campaigns, you should also check out the Common Short Codes Administration’s “Partners” page.
Question 2: How will you qualify your vendor?
Whether you’re searching for a full-service vendor or for support to help you build it in-house, be sure to consider the following:
- Experience. How extensive is the vendor’s mobile experience and relationships within the industry? Ask for current references and review their past campaigns.
- Industry leadership. Make sure the vendor is a member of MMA, or at least following the industry’s best practices and standards of care. Check if it belongs to related trade associations that are unique to your business. Membership in industry organizations demonstrates that the provider is continually learning and adapting to changes.
- Expertise. Confirm that the vendor has expertise in your desired platform, along with analytics, strategy, creative and execution. If the provider says it’s an expert in “all of them,” drill down and find out who they work with or who they’ve recently acquired — no one firm can be an expert in everything!
- Capabilities. Does the provider already have the capabilities to deliver on what you need, or will it have to develop something special for you? If it already has the capabilities, it can show you immediately.
- Capacity. Consider the scope and reach of your campaign. How many text messages per second/per hour can the platform handle, for example? If you’re a national brand running a national SMS campaign and it’s really successful, you better make sure the platform can handle millions of messages an hour. Ask to see reports that prove it can support your messaging traffic. Beyond total/average volume alone, be sure to ask about peak spikes, meaning the maximum number of messages supported during a specific time.
- Disaster recovery. Is the vendor prepared for a catastrophe? What will it do if its data center loses power or if a server fails? Ask how quickly it can get back into service. If they’re industry leaders, they’ll have a redundant data center and can be back up in minutes with no loss of data.
- Pricing. As one of the last criteria considered, keep in mind that you get what you pay for. If you pay a little amount for your platform, don’t expect a lot of service or support.