| 1. Targeted audience reach - mobile marketing allows | | | | average email marketing campaign. Higher response |
| you to reach a highly targeted audience with the | | | | rates means less wasted media spend and higher |
| ability to easily target and personalise direct | | | | ROI from mobile marketing plans and budgets. |
| marketing messages to different customer groups. | | | | 6. Potential to easily integrate with other media |
| Cell phones, unlike PC's, are usually used by one | | | | channels - mobile marketing can be easily integrated |
| individual only meaning the targeted message will | | | | with other media channels including TV, radio, print, |
| reach the right user every time. Targeting customer | | | | outdoor, email and online to create an integrated |
| groups specifically will make your mobile campaigns | | | | marketing campaign. Adding mobile marketing to the |
| more relevant and ultimately more successful. | | | | mix adds an element of interactivity and consumer |
| 2. Highly effective two way communication - cell | | | | participation that many campaigns using traditional |
| phones are with users practically 24/7 and are a | | | | media lack. |
| highly trusted and personal device. Unlike emails, SMS | | | | 7. Relevant and accurate customer data - customer |
| text messages are almost always opened and read, | | | | databases remain accurate and relevant far longer |
| often immediately when received. The average open | | | | than traditional postal or email addresses because |
| rate for text messages is over 90% compared with | | | | people generally keep their mobile numbers for a |
| approximately 20% for email campaigns. Cell phone | | | | much longer time than an email or postal address. |
| users use their phones as a communication channel | | | | This means greater accuracy and less wasted media |
| already, so communicating with a company in this | | | | spend. |
| medium becomes a much more familiar and easy | | | | 8. Reduced risk of investment - The ease, speed and |
| task than it would be with a traditional media such as | | | | cost effectiveness of a mobile marketing campaign |
| TV or print. Two way communication allows you to | | | | means there is a reduced risk of investment as |
| engage your consumer on a personal level and build | | | | results can be seen quickly and messages can be |
| stronger customer relationships. | | | | adapted based on results with minimal spend |
| 3. More cost effective - Mobile marketing has a much | | | | throughout the entire process. |
| lower cost than other marketing channels. The cost is | | | | 9. Highly trackable - Cell Phone marketing is highly |
| minimal because the major costs incurred with a text | | | | trackable due to the ability for customers to respond |
| message campaign are low per message costs sent | | | | directly and instantly. Mobile marketing can also be |
| to a targeted and engaged audience. Lower costs | | | | used to track the effectiveness of other marketing |
| means you can maintain budgets and effectively | | | | channels by including a direct response call to action |
| spread your marketing spend across multiple | | | | in, for example, a TV advertisement. |
| marketing channels. | | | | 10. Your competitors are doing it - According to a |
| 4. Fast to implement - Mobile marketing campaigns | | | | recent report 'The state of the industry: Mobile |
| are quick and easy to create and can be deployed | | | | advertising' by Millennial Media, 60% of non-mobile |
| instantly meaning you can see the results of your | | | | marketers plan to launch a mobile campaign in 2010. |
| campaigns far more quickly. | | | | Of current mobile marketers 31% will invest between |
| 5. Higher response rates than traditional direct | | | | $100k and $249k and 13% will invest between $1M |
| marketing channels - Mobile marketing has a higher | | | | and $5M. The report also states that almost 80% of |
| response rate than traditional direct marketing | | | | respondents felt the mobile medium met their goals |
| channels, and because the channel is still relatively | | | | with 9% saying cell phone marketing performed |
| new it has not reached a point of saturation or | | | | beyond their wildest expectations. With more and |
| distrust in the way other marketing channels have. | | | | more companies benefiting from the power of mobile |
| Average response rates for mobile marketing are | | | | marketing, if you don't use it, you might just fall |
| around 15%, around five times higher than the | | | | behind! |