What makes Mobile Marketing such a fascinating element of the marketing mix, and what are the factors to consider for setting your mobile marketing strategy? In our Mobile Marketing Survey Report we identify five main factors that influence adoption and success of mobile marketing.
- Relevancy Rules
The ability to deliver the right message to the right person is one of mobile’s biggest selling points. Add the right context (content, location and timeliness of the message), and the relevancy of the message is boosted in a major way. Precise targeting is the top reason for marketers to include mobile marketing in their plans.
Mobile Marketing Drivers (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com
- Inhibitors Vary
Starting with mobile marketing will find you overcome a few hurdles. The quality of your database, in particular acquisition of opt-in mobile numbers and maintenance of data quality might be a concern, and adherence to rules and regulations. What should be a realistic expectation on conversion ratios, and how to objectively measure campaign results? What tools to use and how to integrate with your existing CRM or campaign systems? Discuss these questions with your mobile marketing provider to set the strategy that is right for you.
Mobile Marketing Inhibitors (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com
- Messaging Leads the Pack
The survey uncovers a decidedly positive attitude toward mobile marketing approaches and formats that build on the popularity and usability of text messaging and made-for-mobile destinations. For reaching a mass market, SMS is best positioned by far. Quick and easy to use, well understood, and flexible to be used for two-way text communications and in combination with more advanced media and formats, such as the mobile web, barcodes and also mobile applications.
- Keep the Customer
Mobile marketing is used to acquire new customers as well as to retain existing customers. In the given economic circumstances it does not come as a surprise that retention marketing is showing strong growth. Mobile marketing adds value to loyalty programs, where relevant and timed messages increase the closeness of the brand to the consumer, and provide stimuli for him to act, or as some say, spend.
- Teams Work
Mobile marketing is team work. While companies are convinced of the benefits of mobile marketing, the vast majority of companies still lack the resources and know-how to achieve their goals alone. Activities that are typically outsourced to an external service provider are campaign execution, and analytics and reporting.
Mobile Marketing Resources (Source: Netsize Mobile Marketing Survey 2009). Copyright 2009-2010 Netsize. All rights reserved. www.netsize.com
To learn more about how companies make the most from mobile marketing, visit www.netsize.com. Here you can also download the full Netsize Mobile Marketing Survey Summary Report (free pdf download).
