What is MO (mobile originated)?
MO (mobile originated) specifies that a message originates from a mobile device and is delivered to another device or an application.
For example, any text from an individual’s mobile device to a brand is a Mobile Originated message.
Incoming messages can be viewed over a specialized web interface offering additional reporting and analytics abilities. Incoming messages can be forwarded to SMPP, HTTP pushes or pulls, or email. Also, they can trigger further actions – an automatic reply, opening of a support ticket, etc.
What is the difference between Mobile originated (MO) and Mobile terminated (MT)?
In B2C communication, a Mobile originating (MO) message is sent to the business from a customer’s mobile phone. In contrast, a Mobile terminated (MT) message originates from a brand and is delivered to consumers’ mobile devices.
How does MO differ from other mobile marketing channels?
User initiation
The defining characteristic of MO is that the user initiates the interaction. This could be sending an SMS, clicking a QR code, or interacting with an app or mobile website.
Most other mobile marketing channels are outbound, meaning the brand initiates the communication. This includes channels like push notifications, in-app messages, and mobile display advertising.
Level of engagement
As users initiate the interaction, MO generally signals a higher engagement and intent than other channels. The user is actively seeking information or taking action.
While effective, outbound channels may sometimes be perceived as interruptive or less relevant, especially if not well-targeted or personalized.
Permission and control
Since it is user-initiated, mobile originated inherently implies a level of permission and control from the user, who has chosen to engage with your brand.
While opt-ins are crucial for ethical marketing, outbound channels can still face challenges such as user perception and ensuring messages are welcomed and not seen as intrusive.
Use cases and applications of mobile originated messaging
MO is particularly effective for:
- Lead generation and customer acquisition: QR codes, SMS opt-ins, and click-to-call buttons can capture leads directly from mobile users.
- Customer service and support: SMS and in-app messaging offer convenient ways for customers to seek assistance.
- Transactional interactions: Appointment confirmations, delivery notifications, and two-factor authentication often leverage mobile originated channels.
Best practices for creating effective MO campaigns
Understand your audience
- Demographics: Understand your target audience’s age, location, interests, and behaviors. Tailor your mobile originated campaigns to their specific needs and preferences.
- Mobile behavior: Analyze how your audience interacts with their mobile devices. This will help you choose the right channels and formats for your MO campaigns.
Clear and concise messaging
- Attention-grabbing headlines: Mobile users have short attention spans. Use concise and compelling headlines to capture their interest immediately.
- Concise body copy: Keep your message brief and to the point. Use simple language and avoid jargon.
- Strong call to action: Clearly state what you want users to do (e.g., visit a website, download an app, make a purchase).
Mobile-first design
- Responsive design: Ensure your landing pages, forms, and other campaign elements are optimized for all screen sizes.
- Fast loading speed: Mobile users expect fast loading times. Optimize images and other media to ensure quick page loads.
- Easy navigation: Make it easy for users to navigate your campaign on their mobile devices. Use clear buttons and intuitive navigation.
Personalization
- Dynamic content: Use data like location, browsing history, and past purchases to deliver personalized messages and offers.
Choose the right channels
- SMS: SMS messages have high open rates and can be used for time-sensitive promotions, appointment reminders, or alerts.
- MMS: MMS messages can include images or videos, making them more engaging than SMS. They are ideal for showcasing products or sharing visual content.
- Mobile apps: If you have a mobile app, use push notifications to send targeted messages and promotions to users.
- QR codes: Use QR codes on physical materials or in-store displays to drive users to mobile landing pages or promotions.
Test and optimize
- A/B testing: Test different versions of your mobile originated campaigns to see what resonates best with your audience.
- Analytics: Track key metrics like open rates, click-through rates, and conversions. Use this data to optimize your campaigns continuously.
