As I mentioned in my Top 10 predictions for 2010
– I think the Mobile Marketing in 2010 will become more mainstream.
As a marketer I always like to play the “odds not the lottery” and to me when you have a market of 3.3 Billion Handsets worldwide (half the population) versus only 1 Billion PC’s with Internet access playing with a 300% larger base is pretty safe bet.
So then it becomes a question of where to start with Mobile and I have been working on this for a while now incorporating Mobile into some of our campaigns. Note: Avaya sells mobile solutions to businesses so I feel its my role to live by example and demonstrate to our potential clients how this might work.
Mobile campaigns that I have used typically have a higher response rate – I have seen our SMS messages get a 15-20% response rate which is huge if you think about that compared to standard banner ad response rates. The reason is that a message on your mobile device are more personal and are typically not avoided by the recipient. You really have a shot at getting some attention.
But that’s where it can also come to an end quickly. You must provide a truly valuable content or else you wont get a second chance. For someone to receive a “commercial” SMS message they must opt-in (true opt-in not – “hey look I got a bunch of mobile numbers lets send them all an SMS”). You are Legally required to get “express prior authorization” before sending any commercial message.
Once you have that you are good to go but there is an art to getting them to sign up in the first place and that has to do with content marketing. If you can hook them on the value of your content then its just a matter of getting them to agree to receive it in a new channel.
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I have a feeling this article was ended in the middle – will there be a second part?
Actually there will – I will release part 2 on thursday
I could not agree more with Paul. I read almost all of my emails on a Blackberry. I find I unsubscribe a lot more than I used to, as I hate being interrupted.
Marketers need to adapt to an increasingly mobile workforce.
Jeff Ogden, President
Find New Customers
http://www.findnewcustomers.net
http://www.fearlesscompetitor.com
@Jeff and that will only get worse with SMS messages – people will be much more vigilant in the mobile space than they are in the online space
@Paul agreed Mobile marketing is becoming more important.
However, I have not seen any nice B2B mobile marketing campaign. Do you have any examples you can point me to.
I am especially interested to hear about Mobile B2B marketing to enterprise clients.
@Jijesh – the reason I am talking about it on my blog is we are experimenting with it now at some of our events (for the last year) – like anything new we are starting slow but I am beginning to see the promise – will keep you informed (via this blog) as we have measurable tangible results to show for it!
To reach your target audience through a platform with sharp metrics one must try http://www.boostaudience.com. It’s an excellent resource to boost your ROI.
mobile marketing will be open another market for goods and services just like in the internet**:
mobile marketing would certainly open new demands for productsi intended for mobile applications.”-*