Do you keep pushing off mobile marketing initiatives?
Companies that want to remain competitive cannot afford to exclude mobile marketing from their mix. Emarketer predicts that mobile ad spending will grow to $115 billion by 2013.
“Companies are turning to common short code mobile marketing today because it delivers personal, immediate and actionable content to a target audience that has opted to receive messages.” *
More benefits to SMS-based campaigns:
• SMS-based campaigns achieve over a 90% opt-in rate, compared to 22.1% for email.*
• The average SMS response rate typically ranges between 15% to 30%, compared to 5% for email and 2.61% for direct mail. *
Per Heidi Cohen, consumers who use mobile search in stores cite top reasons: to compare prices (66% of respondents), find product information (64% of respondents), look for sales or specials (62% of respondents) and/or search for specific products (62% of respondents).
As you forge into mobile campaign development, make sure to consider the following:
Are you developing mobile-friendly campaigns? This needs to be considered not only from a visual perspective, but also from a content development angle.
Are your communications hard-hitting and succinct? Keep in mind that mobile users can be anywhere—in a carpool line, in the back of a taxi cab, in a retail establishment. Content must be in bite-sized chunks.
Are you taking into account the different kinds of mobile shoppers with varying demands?
Mobile Commerce details the differences:
• Heavy mobile shoppers are attached to their devices and enjoy trying new apps
• Light mobile shoppers only use mobile to look up store hours or to locate a store through GPS
Note: Heavy mobile shoppers make up about 11% of mobile phone owners. But keep in mind that those in the light category will evolve into heavy mobile shoppers.
As consumers evolve, so too will mobile communications. In what ways does your company ensure mobile marketing efforts are staying out in front?
*source: Neustar White Paper–ROI of Common Short Code SMS Mobile Marketing