Hofstra University alum and social media guru Michael Della Penna (who tweets at @mikepenna) writes widely on marketing practices. In a recent column, Della Penna identified “10 Relationship-First Mobile Marketing Best Practices”: “There is little doubt that mobile marketing has become the dream channel for marketers. Not only is it ubiquitous – there are five times as many mobile phones in the world today as PCs – but its real-time nature and commercial power have elevated its importance in the marketing mix. In fact, not a week goes by where mobile isn’t grabbing headlines – like last week’s announcement by Orbitz highlighting the fact that smartphones now account for one in five of all its bookings. But those headlines aren’t always positive – like when news came out that Papa John’s is facing a $250 million spam lawsuit related to blasting customers with illegal text messages. The suit once again reminds us that mobile is a highly personal channel and marketers interested in leveraging mobile to build a community must now, more than ever, take a relationships-first approach. So how do you build a relationship and community around SMS? Here are some tips.”
Click Della Penna’s photo to read his ten tips.