We are on the front edge of the exploding mobile marketing trend. Most of us are willing participants in its growth with 87% of households using mobile devices. In a 2008 Harris poll, 37% of adults said they would be receptive to mobile advertising and 56% of teens wanted to see mobile ads with incentives (i.e. coupons, text-to-win). In 2009, we sent 110 billion text messages per MONTH! More than any other example, American Idol has shown that consumers are ready and willing to interact with mobile campaigns if the messages are timely and relevant.
So what does this mean to you? It means that mobile may be the single best channel to reach your customer.
Background brief: Text messages or SMS (Short Message Service) are sent via a Common Short Code (CSC), a five or six-digit special number such as 466453 (Google). You've seen campaigns to 'Text "WIN" to 35353' to enter a drawing for some type of giveaway. It's as simple as that.
The amazing fact is that you, I, and your customer are just waiting to be contacted and respond to mobile marketing campaigns. The American consumer has CLEARLY indicated that this is their preferred method to communicate. In 2006, we were sending an average of 65 messages/month which has increased to an estimated 500+/month. Mobile SMS campaigns have can have a 90% opt-in rate with response rates averaging 15% to 30%.
That's exactly why the major brands are already using mobile as part of their multi-channel, cross-media strategies. Just look around: Ashley Furniture, Jiffy Lube, Pizza Hut, Taco Bell, Coke, NASCAR, etc., etc.,… Complimentary to all traditional media, mobile marketing leverages efforts of all the channels together. Like strands of a rope, the strongest campaigns use a combination of traditional, digital, mobile, and social media.
Now back to you; how can you participate? Where do you start? You will need to have a strategy, build your list, craft your offer, and execute your plan. All of this is available to any small business. You don't have to have any technical knowledge or infrastructure to pull it off. Cost? It all depends (the vague answer), but you will be amazed at how reasonable (if not cheap) it can be to execute a mobile marketing campaign.
Do your research. Ask around and then take notice of the mobile campaigns going on all around you. And if I can help you get started down the path of mobile marketing, let's talk.
David A Moore is a cross-media marketing junkie fueled by Mountain Dew. His habit is supported at Advantage Printing, a commercial print and marketing service provider serving churches, nonprofits and small businesses.
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