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Shared Short Codes
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Dedicated Short Codes
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| You are not the owner of the code. You have no rights or view as to what companies and services are offered on that code. | No one but you will be able to use your mobile marketing address - the common short code (5 or 6 digit address) for as long as you have the lease. |
| You may not have access to a particular keyword as another company may already be using it or if you want a particular key word, it will have to be preceded by your brand/company, thus increasing the number of words your customers need to text (i.e. instead of just “join” you’ll need “join bakery”). | There is no middleware application that could mix-up customers or content providers or messages with another company’s or worse yet, a competitor’s. |
| Consumers must perform multiple interactions to get to your message. | You have maximum flexibility with keywords, and you determine how to direct customer interactions and deliver your messages. |
| Information captured by the short code is routed to you through the owner of the code; you may or may not “own” the data pertaining to your use of the short code. If provided the data, you are likely responsible for inputting that data into your own systems for further analysis. | Since you lease the code, all of the data and customer information captured belongs to you; you can map directly into your existing database without having to input information from a different source. |
| If the code is heavily advertised with key words pertaining to other brands, your brand may be associated with another brand’s advertising and application. | Dedicated short codes offer a reliable platform for your mobile campaigns since you are the sole owner and content provider on the code. As long as you are following all industry guidelines, you have no concerns of your campaign being shut down or your brand being associated with another brand’s use of the code. |
| Sometimes this can be a fast and inexpensive way to launch a campaign, but then you have to train your fan/customer base on a new code once you “graduate your application” in order to realize the benefits of having your own dedicated code. | You can extend your branding with a vanity code or easy to remember number. Consumers will automatically associate your brand with the code since the call to action in your marketing materials is immediate and natural. Remember, this is your brand’s “mobile address” so your most inmportant constituency can find you from any location, at any time to connnect and engage. |
| There is always the risk that the code may be shut down by a carrier because of another company’s abuse of the code. This may hinder your ability to run future mobile campaigns. Know what brands and applications are running on the same code as yours. | Industry Best Practices require all short codes to include “Stop” to allow consumers to stop receiving alerts or messages from that short code. When a consumer types in “Stop” they will no longer receive messages - whether they meant to stop your campaign or others on that code they are signed up for. |
Shared SMS Short Code vs. Dedicated SMS Short Code.
May 12th, 2008 · 1 Comment · SMS Mobile, Uncategorized
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1 Recent Links Tagged With "shortcodes" - JabberTags // Oct 12, 2008 at 6:34 pm
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