Posts Tagged ‘technology’

Trend Watch: Mobile Marketing

Wednesday, January 26th, 2011

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For years I’ve been hearing about mobile marketing, with everything from text message ads to more contextual advertising, like being a block away from a Cinnabon and receiving an ad coupon for $1 off one of their tasty treats. 

Why the trend?  Just looking at the numbers, 97% of text messages are read, in part because they are intrusive.  Text messages literally interrupt whatever you’re doing and force you to look at them.  I think this is great for urgent messages or quick communications that must be seen right away, though I haven’t embraced the concept for ads. 

There are many benefits of mobile marketing:

  • Immediacy – Easy to create and execute.
  • Affordability – A nominal fee per text message sent, with volume discounts.
  • Distribution – The world is (literally) at your fingertips.
  • Response Rate – Response rates average a whopping 15%…MUCH higher than direct mail or email.
  • Targeted – Content is targeted to individuals who have opted to receive them.
  • Reachability – Messages reach recipients wherever they are.  (How often are you not by your phone?)

With all of these benefits, you would think I’m on board with mobile marketing, right?  However, if mobile marketing was a male character on Sex and the City, I would let him know “I’m just not that into you.”  (Yes, I’m that person, the one that added a 200-message text plan because I was receiving so many inbound messages.)   

In marketing, your greatest asset is your list.  Have you started collecting cell phone numbers for your marketing — current or future?  If you are receiving or sending mobile campaigns, I would very much like to hear about the type of campaign(s) you have run/participated in, and the results.  Perhaps you will inspire me to do the same!



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