Mobile Marketing Is on the Move
What is it about mobile marketing that’s so attractive? It’s “amazingly trackable” because SMS responses are individual, yet it has mass-market reach, said Michael Becker, executive vice president of business development for iLoop Mobile, during his session at DM Days New York. Becker added that mobile is the most versatile platform out there because it brings elements from other media to the customer experience: timeliness, portability, and location awareness.
Becker cited several statistics to accentuate why companies should consider adding mobile marketing to their existing customer strategy. For example, 50 percent of the global population and nearly 83 percent of U.S. residents own mobile phones; more than 10 percent of U.S. households have only a mobile phone; and 75 percent of mobile phone owners use text messaging. In fact, he added for emphasis, users sent 1.2 billion text messages on May 30, 2008, alone.
According to Becker, companies shouldn’t consider mobile a standalone media. They need to start with a comprehensive marketing strategy and then add mobile to it. One of the best uses of mobile, he said, is to enhance other channels with a mobile call to action. He cited Cadbury as an example. Cadbury’s several mobile campaigns included printing codes on chocolate bars that allowed the company to see for the first time who was eating what when and in what combination.
Becker also said that companies should prepare to increasingly serve customer via mobile phone. By 2010, he said, 70 percent of customer care calls with originate from mobile phones.
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