Increasing use of smartphones and tablets is driving the market. Both marketers and consumers begin their web services on mobile. Digital marketers, in particular, are excited to run mobile campaigns, because they know that mobile users are motivated buyers.
According to Salesforce, “68% of companies have integrated mobile marketing into their overall marketing strategy.”The earlier you start reaching out to them and solving their problems, the more results you will get in your business. Not only will you get the best results out of mobile, but a good understanding of how mobile marketing works will put you in total control of your marketing.
- Leading mobile and media service providers
- Self-regulatory bodies
- Consumers – You must serve the needs and requirements of the consumers, and make sure they are comfortable. Always try to bring value with your mobile marketing initiatives, else they may switch over and prefer your competitors. Consumers are the king, and they need to be pampered. Resolve their pain points, problems, else they can bring a lot of negative press to your brand through social networking sites and forums, which can impact your brand images and even sales.
Government – In some countries, the government plays a major role and acts as a watchdog. You must follow the law of the land and make sure your campaigns and mobile marketing and advertising initiatives are in agreement with the prevalent laws of the country. In India, Telecom Regulatory Authority of India (TRAI) is the statutory body that lays and defines the guidelines for telemarketers and mobile advertisers.
You can view and access the Guidelines for Telemarketers on TRAI website at: http://www.nccptrai.gov.in/nccpregistry/Guidelines_for_telemarketers.pdf
Let us learn about GENERAL guidelines laid by TRAI:
i.The telemarketer shall register itself with TRAI and obtain a registration number.
ii.Registration Fee of Rs 5000/- only.
iii. The validity of the registration shall be 3 years w.e.f. date inscribed unless revoked earlier.
iv. The telemarketer shall ensure that the promotional SMS belonging to a category defined in Schedule-I of “Telecom Commercial Communications Customer Preference Regulations, 2010” shall contain information only related to specified category and shall not mix any other information with it.
v.The telemarketer shall maintain complete confidentiality of the data downloaded from the National Customer Preference Register portal.
vi. The telemarketer shall not send any commercial communications to any subscriber whose telephone number appears on the National Customer Preference Register, except for sending SMS in respect of categories of preference opted by the customer.
vii. Telemarketers shall also ensure use of correct header for sending a promotional or transactional message, as the case may be, in accordance with the agreement entered into with Access Provider.
viii. Every registered telemarketer shall be provided a dump of total NCPR data by their respective Access Provider on the execution of the agreement and subsequent updating of the data shall be done by a telemarketer from website www.nccptrai.gov.in using login credentials allotted to him while registration.
ix. The telemarketers shall update their national customer preference data with the updated delta data every Tuesday and Friday. In order to ensure synchronization of data, the delta data updated and downloaded on Tuesday will be used from 0000 Hrs of Wednesday to 2359 Hrs of Friday and the delta data updated and downloaded on Friday will be used from 0000 Hrs of Saturday to 2359 Hrs of Tuesday.
x.The telemarketer, before sending an SMS or making a telemarketing call to a telecom subscriber, shall scrub the telephone number of such subscriber with the updated database downloaded from the National Customer Preference register website www.nccptrai.gov.in
xi. The telemarketer shall ensure that the no commercial communication is made between 2100 Hrs to 900 hrs to any subscriber irrespective of the fact that such subscriber is registered on NCPR or not.
- Leading mobile and media service providers – They provide contracts and policies defining how different services should be used. For example, social networking sites like Facebook, LinkedIn, and Twitter clearly define the type of Ads that are supported on their platforms. Mobile carriers like Airtel and Vodafone define how text messaging campaigns are supposed to be used through their networks. Similarly, App takes anywhere between 4-14 days to review an App, before allowing it to be published and marketed through its App store.
When contracting service provider, have your legal and marketing teams look into their license and service agreements, terms and conditions and policies in great detail, to avoid any hassles in future. Go through policies, webinars, eBooks, whitepapers, handbooks, help guide and manuals to get more clarity.
- Self Regulatory – Mobile industry guidelines and standards are developed by industry groups and consortiums like Mobile Marketing Association (MMA), Internet Advertising Bureau (IAB) and Direct Marketing Association (DMA). The registered members in these associations and industry groups comprise hundreds of reputed companies and thought leaders from the mobile industry. They come together to help in self-regulating the industry with their inputs and suggested practices, and create efficiencies, and at the same time reduces dependency on government involvement at every stage.
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