Mobile Marketing Is About to Enter A Period of Rapid Growth!
If you believe such people as Jeff Bezos of Amazon or Steven Eastman from Target than you’ve got to believe that mobile marketing is not just a flash in the pan but rather a true marketing phenomenon. The question to answer is why is mobile marketing such a rapidly growing marketing medium?
Mobile Marketing Has Advantages Over It’s Closet Competitors
When you start to compare mobile marketing to the most commonly used marketing tools such as email, direct mail, radio and TV or even social media, there just isn’t any comparison. Let’s take a look at some parameters you can look at when comparing these different marketing events:
- Open Rates: This is the number of times a message is opened by the intended recipient. Email is a dismal 5%, direct mail is as low as .5 – 3% and print media is even worse. On the other hand, text message marketing (a major component of mobile marketing) has an open rate of over 97%. That means that when you send a text message it will be opened almost 100% of the time.
- Read Rates: OK. So the text message is opened, how many times is it actually read because there is a difference between opening a message and actually reading it. Well, text messaging excels here as well. Not only are almost 100% of all text messages read but they are typically read within an hour! Imagine being able to send a coupon, a discount or a bit of important information to a current or potential customer knowing that it will be delivered, opened and read within an hour.
- Cost: When you look at all of the other forms of marketing none compare to the cost effectiveness of mobile marketing. You see it’s not just the cost of creating and delivering the message but rather the cost relating to how many of those messages are actually opened and read. It may only cost pennies to send thousands of emails but if 95% of them end up in the SPAM folder the cost is tremendous and the results are paltry.
What Does This Mean To The Business Looking To Add Mobile Marketing To Their Marketing Mix?
Well, let’s think about this a bit. If you’re a local business looking to attract new customers, or possibly hoping to get current customers back to your business more often, wouldn’t you be thrilled to have a marketing strategy that guarantees that your marketing message will be opened and read at a specific time. Mobile marketing is a tool that can be used by itself but is far more powerful when added to all existing marketing strategies.