Maybe you’ve asked yourself recently, what is the next big trend in the world of marketing? You already have your own custom 1-800 phone number, website URL and by now hopefully both a Facebook and Twitter handle. What though is next? Well I’m glad you asked, it’s a new term called a mobile “keyword”.

What is a mobile keyword exactly? Well to explain what a keyword is, we have to first tell you what a mobile “shortcode” is. A mobile shortcode is a 5 or 6 digit phone number that is used for commercial purposes. The phone numbers are short so that they take less time to message to and are easier to remember. These shortcodes are leased from the mobile phone carriers and are very expensive to own. That’s where a company like Tatango comes in. Tatango buys one of these expensive shortcodes and allows tens of thousands of different companies to share the cost, and in-turn making it affordable for any business.

Wait a second, if tens of thousands of businesses use the same phone number, how do you make sure your customers join only your group? Well that’s where a keyword comes into play. A keyword is a word that is unique to only your business. When that word is text messaged to the shared shortcode number, it tells websites like Tatango, which group that customer is requesting to join. Pretty cool huh?

How do you Pick a Keyword?

So onto the fun stuff, picking your keyword. Below are a five tips for selecting that kick ass keyword for your mobile marketing campaign.

  1. Make it easy to remember. Some people will not have their mobile phone on them when they see your advertisement, you have to make it easy enough for them to remember until they get to their mobile phone. An example of a bad keyword that people couldn’t remember would be “Text PIZZA45674 to 68398”.
  2. Don’t be too clever. A business owner may realize that the keyword PIZZA is already taken, so they try to be clever and replace the Z’s in pizza with S’s.
  3. Don’t use special characters. It’s hard enough to find the standard letters and numbers on a phone’s keypad, you don’t want to make it hard for customers to join your group. An example of a bad keyword that has special characters would be “Text PI$$A to 68398”.
  4. Stick with one word. To make things simple, try to find a keyword that is only one word. If you must have a keyword that is two words (i.e. LAS VEGAS), we would suggest purchasing two keywords, one without the space between the two words (i.e. LASVEGAS) and the other with the space between the two words (i.e LAS VEGAS). You have to remember, a computer only does what it’s told. If your keyword has a space between the two words and one of your customers doesn’t include that space, the computer won’t know which group they are trying to join.
  5. Keep it short. Lets face it, it’s not the easiest thing in the world to type on a mobile phone keypad. An example of a bad keyword that is way too long would be “Text MISSISSIPPI to 68398”.

Where do you Advertise your Mobile Keyword?

Before you start putting up your keyword all over town, make sure you’ve read our article about how to pick a kick ass keyword first.

Ok, so now you have a kick ass keyword, but where do you advertise this keyword so that people will see it? Well the answer is simple, everywhere! No joke, the more places that you put your keyword, the more people will join your subscriber list. It’s that simple. To start your imagination, we have come up with a list of places to start.


Some would call SMS marketing the most effective marketing channel ever invented. They wouldn’t be wrong either. With a bone-crushing 98% open rate, if text messaging were an Olympic athlete, it would win all the medals in every sport, even figure skating.

Simple, Do-It-Yourself Action

  • Running a text messaging campaign isn’t rocket science. It’s actually the complete opposite of rocket science. It’s as simple as you typing your message and hitting the big SEND button. Congrats, you are a mobile marketing expert already.

Crazy High Open Rates

  • With mobile marketing, you can expect to see a 98% open rate for your messages. To put that in context, email marketing only has an open rate of 22%. Want your customers to see your message? The answer is crystal clear: Go mobile.

Want Value, You Get Value

  • With a 98% open rate for text messages, there couldn’t be a more efficient use of your marketing dollars. And when we say dollars, we actually mean cents. It’s really that affordable.

There Isn’t Anything Faster

  • Text messages are quick, only taking a few seconds to hit thousands of phones at the same time. Once it’s arrived, the average time to open is 4 minutes. That’s scary fast!

Everyone Has a Mobile Phone

  • Maybe not everyone, but it’s getting very close. In the United States, 91% of people have a mobile phone; that’s a lot of mobile phones!

Texting is Hot Right Now

  • How hot you ask? 72% of all mobile phone users regularly send and receive text messages. According to the CTIA (Cellular Telecommunications Industry Association), in 2009, Americans went crazy for text messaging, sending more text messages than actual phone calls.

Reach Your Customers on Their Terms

  • Did you know that 82% of all Americans never leave home without their mobile phone? Did you know that half of all Americans sleep with their mobile phone? If you want to reach your customers where they are, mobile is the only solution.

Everyone is Doing It!

  • Who isn’t utilizing text messaging nowadays? You have Obama reaching over 10 million subscribers during his campaign, to American Idol receiving more votes via text message than Obama received to win the presidential election. Join the text messaging movement today.