Why CTIA Compliance is Important to Mobile Marketers
At first glance the CTIA playbook appears to be a set of rules to apply to your SMS/MMS campaigns in order to avoid CTIA audit. But looking beyond compliance, these best practices will help enhance the relationship you build with customers over the mobile marketing channel. Here at Skycore we recognize these best practices and we have implemented ways to take advantage of their benefits into our mobile marketing platform.
The guidelines set by the CTIA frown on any marketing method that concentrates on short term gain as opposed to building a strong relationship with the customer. If the consumer does not expect the text message, they might find them annoying and as a result brand image suffers. Even when users do opt-in, but later find out that the campaign they opted into does not match the (most likely vague, yet alluring) description or call to action they saw, they feel dissonance and the brand suffers. Not only does the brand suffer, but the privacy afford by the use of mobile devices as a marketing and advertising method is questioned and undermined. It’s easy to see why CTIA, an organization that represents the mobile industry, would want to maintain mobile marketing’s image as a safe and secure marketing method that’s respectful of privacy.
The CTIA playbook and TCPA compliance go beyond just making sure that mobile marketing and brand images don’t suffer from unscrupulous marketers. The guidelines they provide also show the direction to take in order to not only avoid a blow to your mobile branding, but to improve customer relationships and brand image. One of the biggest takeaways from the playbook is the trend towards transparency and clear communication. When everything is visible and clearly communicated to a customer, a good relationship is formed and brand image improves.