Archive for Bob Bentz

Canada Anti-Spam Law (CASL): Why Text Message Marketing is Much Safer than E-Mail Marketing

Posted by Bob Bentz on August 19th, 2014 at 10:37 am

Marketing in Canada sure changed on Canada Day (July 1, 2014) this year.  That’s when the new Canada Anti-Spam Law (CASL) went into effect.
CASL provides one of the strictest anti-spam regulations in the world and it’s clearly designed to drive spammers out of Canada.  And, if you think you’re exempt just because your company is headquartered in the States, think again.  Canadian regulatory agencies are working closely with US regulators like the Federal Trade Commission (FTC) to enforce both CASL and its US version, ironically called the CAN-SPAM Act.
Dealing with CASL
For many years, our mobile marketing agency has been providing text message marketing solutions in Canada through our www.84444.ca website.  And, in checking the CASL rules, SMS marketing is subject to the same stringent restrictions as email marketing is.
Not only that, but we sell a lot of our SMS services to advertising agencies and we do a lot of B2B marketing via email to those advertising and promotion agencies.  Over the years, we’ve created a valuable database indeed of advertising agency employee emails that we market our text message short code services to.
Email and CASL
So, when CASL came into play, we had a lot of work on our hands.  That... Read more

My 59 Top Text Message Marketing Tips

Posted by Bob Bentz on January 16th, 2014 at 11:07 am

Text message marketing is the workhorse of the mobile marketing industry. If you can only afford to do one thing in mobile marketing, it should be text message marketing.
MAKE TEXT MARKETING YOUR NEW YEAR'S RESOLUTION
As we enter 2014, businesses and organizations are making resolutions to sell more in the new year. One great way to increase sales is with a consistent and highly targeted text message marketing plan to enhance your existing marketing mix.
But, text message marketing, although the simplest of all mobile marketing tactics, can also be the most difficult to master. It's kind of like playing checkers. It's a much simpler game than chess, but equally difficult to master.
TOP TEXT TIPS
I have recently published my 59 Top Text Message Marketing Tips. You can read more about my favorite SMS marketing tips by CLICKING HERE.
One of my favorite text message marketing tips that you'll learn is this one:

Trying to reach business persons with a B to B message? Try sending your broadcast text messages just three minutes before the top of the hour. Why? That's when busy business people are waiting for their next meeting to start and they are often... Read more

How to Take Advantage of Mobile Advertising Bargains

Posted by Bob Bentz on December 4th, 2013 at 4:21 pm

Many businesses and brands would like to advertise on mobile phones, but they simply don’t know how to do it.  Bob Bentz of ATS Mobile gives a primer for novices on how to take advantage of the bargains that are currently available in the mobile ad world.

Garage Sale Rates

Statistics show that while 20% of overall time spent with media is on the mobile phone, mobile advertising is garnering just 4% of the overall ad budget.  In fact, it is, by far, the most under-utilized advertising medium available today.
That means there are more sellers than buyers and if you remember back to high school economics, that means bargains for advertisers.
How to Buy Mobile

Cost Per Thousand --The simplest way to purchase mobile advertising is on a CPM basis.  In this scenario, you will pay a set amount for every 1000 exposures on mobile phones.  Expect to pay about $3.00 per thousand exposures for general advertising.  The more narrow your targeting, the higher the cost per thousand.
Cost Per Click – Buying mobile on a CPC basis will enable you to pay just when somebody clicks on your advertisement.  Of course, many of those clicks will be “fat finger”... Read more

MOBILE ADVERTISING: It Doesn't Have to Be Witchcraft

Posted by Bob Bentz on June 21st, 2013 at 10:11 am

Why Should I Care About Mobile Advertising?
It's simple: 24% of web accesses today come from a mobile device...and it's growing quickly.  The amount of mobile accesses to websites nearly doubled from a year ago.

Understanding Mobile Advertising Buys
If you think you know as much about mobile advertising as you know about witchcraft, you're probably like most marketers out there.  But, once you get a handle on mobile advertising, you'll have an opportunity to understand the marketplace and take advantage of the bargains over desktop advertising that mobile currently offers.
The greatest advantage of mobile advertising is that it can accurately target consumers.  It takes some testing, and an advertising network that works with you, but mobile can more effectively target the consumer than perhaps any other advertising medium in history.  Here's just some of the demographic and psychographic characteristics that you can target:

Type of Mobile Ad Buy -- CPM (Cost Per Thousand); CPC (Cost Per Click); Cost Per Call
Specific Days and Hours -- Reach your customer when they are most likely to buy.  Generate business on typically slow days.
Where to Show Ads -- Apps or Mobile Websites
Devices -- Want tablets only or a combination of tablets and smartphones?  Want to... Read more

Verizon Announces End of 900 Number Billing

Posted by Bob Bentz on December 24th, 2012 at 9:07 am

Wayne, Pennsylvania – You probably don’t see them as often as you once did, but you won’t see them at all soon.
IVR service bureau companies have been informed by Verizon, owners of MCI, that it will terminate billing for all 900 number pay-per-call programs in the United States, effective December 31, 2012.
900 numbers enjoyed an astounding run in the 1990’s as businesses like Microsoft used them for computer technical support.  The US Passport office also employed 900 numbers for expedited passport requests. You could even listen to the astronauts on the space shuttle via a 900 number.
Then, there were the 900 number programs that usually consisted of girls in hot tubs saying “call me” on late night television.  In most cases, when you did call, you probably got a lot less than you might have thought you were getting, especially since the major carriers banned billing for adult content within two years of the mass introduction of 900 services in 1989.
But, the place where 900 numbers had the most lasting impact in the minds of the consumers was in entertainment.  Singer Michael Bolton had a popular 900 number for his fan club and WWF heavyweight champion Hulk Hogan’s 900 number... Read more