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More Companies Turn to Mobile Marketing

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Mobile marketing has finally come out as an important part of a marketing strategy. The mobile marketing medium can now enable highly scalable marketing activities capable of engaging consumers in never-before-seen ways.

Companies are now increasing their attention on mobile marketing as a substantial percentage of their overall marketing strategy, with more and more companies indicating that their mobile marketing activities are integrated with their entire marketing strategy as a whole. Mobile marketing now accounts for more than 10% of their overall marketing budget.

But it’s no surprise that mobile marketing is garnering such attention, given the benefits of it. When the proper marketing approach combines with the proper analytic capabilities, the mobile marketing channel can be a highly effective way to cut through the clutter and elicit positive consumer responses to a company’s call-to-action. Most times these responses not only accomplish just one-time interactions or product purchases but long-term customer relationships.

By delivering an array of messages, offers, coupons, games, sweepstakes, and access to exclusive content that many consumers deem valuable, and by engaging them in meaningful interactions on an ongoing basis, mobile marketing serves as a highly effective medium for improving the customer experience and driving increased customer retention.  As a result, it becomes an effective driving force for traffic conversions.

Companies that engage in mobile marketing don’t necessarily need to receive millions or even tens of thousands of opt-ins in order to justify the effort. Depending on the nature of the business and campaign objectives, just a few hundred qualified responses may be sufficient to impact the bottom line.

While mobile marketing has a mass-market reach, it is not the mass market on the other end. Rather, it is an individual with specific wants and needs that a company can help fulfill.  Mobile marketing may be the most effective form of consumer specific precision targeting.

Developing and executing a mobile marketing campaign usually involves a wide range of technologies, from messaging solutions and mobile Internet hosting and delivery services for transmitting content across disparate mobile networks and the thousands of types of mobile devices, to dynamic ad delivery platforms that deliver targeted ads to a publisher’s mobile content based on a set of predefined criteria.

Consumer brands are finding it increasingly easy to make the business case for investing in mobile marketing.  This is because companies utilizing mobile marketing report being much more satisfied with their ROI in mobile marketing than their ROI in traditional marketing.

The fact that companies are 1.6 times more satisfied with their ROI on mobile marketing versus marketing through traditional media helps to explain why more companies are increasing their budgets for mobile marketing even as they continue to reduce or completely eliminate other programs in response to current business conditions.

If you’re a small business looking for a good online marketing company with a highly effective online marketing program, make sure that the online marketing service has a comprehensive mobile marketing plan.

2 Comments

JimmyBean

October 1, 2009

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I don’t know If I said it already but …I’m so glad I found this site…Keep up the good work I read a lot of blogs on a daily basis and for the most part, people lack substance but, I just wanted to make a quick comment to say GREAT blog. Thanks, :)

A definite great read..Jim Bean

    B. Alan

    October 6, 2009

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    Thanks for the kind words Jim Bean.

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