Around 15 years ago people dreamt of technological convergence. Imagine, they wondered, if you could have one device that acted as a computer, music player, television, camera and personal organiser? It seemed like some sort of futuristic sci-fi pipe dream yet by 2007 Apple’s first iPhone was on the market, making this sort of technology mainstream and, predictably, incredibly popular.
The now-ubiquitous smartphone hasn’t stopped still, though, with new technology constantly being developed as our phones have become an intrinsic part of our day-to-day lives. The success has been stunning – with more than 83 million mobile handsets and data connections in the UK alone.
So what does that mean for marketing? Well, for one, it means that there can be no debate about whether or not mobile marketing needs to be taken seriously. Given that, whoever your target market may be, your customers are likely to have a phone to hand it’s now simply a matter of how best to capitalise on the opportunities mobile can offer.
The convenience factor is vital in securing the position of mobile at the heart of any marketing strategy. You need to go where it is easiest for your customers to reach you. Mobile marketing can open up a direct line to your customer and a channel with which to develop a personal relationship with them – a powerful thing for any brand to achieve.
Figures demonstrate that customers prefer to receive an SMS than an email. About a third of people read a marketing email – for text messages this is nearer three quarters. That alone should spark a raised eyebrow. Once open, text messages have a 19% click through rate – compared to just 4.3% from emails. People have a daily delete of emails in their inbox – treating them much the same way as leaflets and cold calls. Texts are given a chance – and that is a huge opportunity to catch the attention of a customer, tapping into just why mobile is so important going forward.
Of course all businesses also need to keep a close eye on cost – and often need to keep to tight deadlines. Speed and value are two other virtues on the side of mobile marketing. Consider how long it would take to deliver the same number of leaflets, for example, as the numbers of bulk sms from this sms platform. The cost compares favourably with the printing and delivering of such methods too. The speed of sending such messages means that campaigns can be timed to reach your audience at the best possible moment too – whether that be a food outlet looking to attracting the hungry lunch hour employee or the holiday firm wanting to tap into the wanderlust of a worker at the end of a long day in the office.
Mobile marketing also goes hand in hand with data. Whether that be easy-to-receive feedback from customers to determine the satisfaction for a product or service or tracking the numbers clicking and responding to your messages – this is the perfect platform to be able to monitor and analyse the success of a campaign. This also makes it flexible too – with marketers able to interpret data and tweak a campaign as it is ongoing to boost its success.
So, if you want to tap into the success of the smartphone then you’ll need a mobile marketing strategy. This can deliver a quick, cost effective campaign that is appreciated by customers, is easy to monitor and adjust and is more likely to succeed.
Mobile marketing is the future because it holds all of those aces – it has reached the stage where businesses simply cannot afford to be without it.