Mobile campaigns must be opt-in, relevant to the audience and deliver a good user experience. Campaigns are good for branding and creating customer loyalty, as well as increasing sales. From a measurement point of view, there are challenges; however, what better unique-identifier than the mobile phone number?
Your best prospects are early adopters, business users and the youth market (teens 13-17 and the 18-34 demographic). Knowing your audience well and targeting to their needs is important for success.
Response rates are typically higher than those reported on wired campaigns. Enpocket reported an MMS-driven campaign for Samsung that achieved response rates of more than 15 percent and a conversion rate of 2 percent.
The Airwide Solutions survey found 75 percent of marketers reported mobile-marketing response rates of more than 5 percent. Another 27 percent saw purchase rates of more than 5 percent for their campaigns.
Who's going mobile?
The Airwide Solutions survey found 32 percent of brands will spend more than 5 percent of their marketing budgets on mobile marketing in 2009, while 58 percent expect to reach that level by 2012. MarketingSherpa found 49.2 percent of marketers are thinking about conducting a mobile search campaign, and 13.8 percent will definitely start or test one this year.
While it's not yet common for online websites to market directly to consumers via their cellphones, many companies are testing this strategy. It's a good time to start learning as much as you can about your customers -- find out what they might respond to and what turns them off.
What's the cost?
Are mobile marketing campaigns expensive, you ask? Well, they can be; however, there are some low-cost options you can explore. Look for a carrier that allows you to send or receive a batch of SMS messages for $200 or less. Some carriers don't charge customers to receive text messages; others include a specific number in their standard plan, which usually cost less than 10 cents per message.
More sophisticated SMS marketing services can start at $3,000 or more. This includes hosted, web-based mobile messaging campaign software, which provides a dashboard interface, reports, a customer database and various other tools. On top of that, you can spend another $100 to $300 monthly for hosting fees, plus charges up to 10 cents per message.
Some mobile ad campaigns run $5,000 to $10,000 and more. Inexpensive campaigns are called blind buys. You can't select the mobile sites where you want your ads to display. These campaigns can be launched quickly, sometimes within a day. Expensive campaigns take more time to launch, but they allow you to specify the sites where you want your ads to display.
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