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Web Marketing all-in-one for Dummies® by Marty Dickinson, John Arnold, Michael Becker, Elizabeth Marsten, Ian Lurie

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Chapter 2. Planning a Mobile Marketing Campaign

In This Chapter

  • Setting goals and strategies for mobile marketing

  • Counting the costs

  • Understanding Common Short Codes (CSCs)

  • Handling opt-ins and opt-outs

Planning leads to success. Why? Because planning is the process of thinking things through before you act. You need to set objectives, and you need to calculate the costs of achieving them so that you can decide whether your ideas are financially feasible and achievable before you spend money and time on them.

You also need a plan to reach the members of your audience — both before you contact them using mobile, because of legal issues with permission, and after you have their permission, because of the wide variety of mobile marketing solutions and communication methods available.

The chapter provides strategies for planning your objectives, estimating your financial and time investments, coordinating your use of short codes, and inviting people to participate in your mobile marketing programs.

Setting Up a Plan

You should list all your marketing objectives in a written plan that provides a complete 360-degree view of your marketing efforts. You should start your plan by listing your goals, taking an in-depth look at all the elements that will influence your ability to achieve your goals, and choosing an approach for handling those elements. The following sections address these topics.

Starting with a goal

When planning, you need to think through what you want to accomplish — that is, start ...

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