Mobile PowerSeptember 27th, 2011
The dark ages of only being able to target broad audiences as a whole with commercials and print ads are over. In addition to these platforms, a more focused approach is now available: mobile marketing. Mobile marketing reaches individuals on a personal level. According to a recent Pew Research study, Americans and Text Messaging, 83% of American adults have a cell phone and 42% of those own a smart phone capable of checking email, internet and social media sites. These numbers are growing daily, so it is unrealistic to have a complete and comprehensive online campaign without including space for mobile marketing.
Text message marketing is one facet of mobile marketing that makes it easier to contact those cell phone users who haven’t jumped on the smartphone bandwagon yet while still being able to reach those that have. There is a greater chance that someone will open and read a text message than interact with a different form of mobile marketing. There is a more personal connection to a text message, and if you use opt-in phone number lists, a higher chance that you are reaching a qualified consumer. According to the same study, 73% of cell phone owners send and receive text messages and one third of that number prefer to be texted as opposed to receiving a voice call. The frequency of those Americans that communicate with their fingers is high; the trick is reaching them with 160 characters or less!
While text messaging is a mainstay in mobile marketing, new ways of reaching the mobile- savvy consumer are growing (including the Apple cult iPad users). Those that are able to surf the internet or download apps have seen the ways that companies are branding themselves for mobile devices with mobile sites and games. Mobile banner ads also offer a chance to market to consumers while they are using their smartphones for work, or maybe just wasting time at the doctor’s office. While the cost and development of apps and mobile sites may not be right for every business, email marketing can be achieved on mobile devices and tablets at a relatively lower cost, and it’s almost like killing two birds with one digital stone. The moral of the story is: if you exclude mobile marketing from your advertising plan it would be like shooting an arrow with no point; you will probably hit the target but miss the bull’s-eye.
If you would like to discuss your own options with mobile marketing please call Turec Advertising at (314) 993-1190 or email us at firstname.lastname@example.org.