Mobile marketing is a relatively new field, but with mobile devices now outnumbering PCs it is time for savvy marketers to take keen interest. Many of our coaching clients often ask us about the importance of Mobile Marketing. Listed below are seven reasons that I believe will make mobile marketing the new paradigm of marketing.
1. The phone is very personal.
Computers are not as personal as mobile phones. In fact 90% of Japanese surveyed said they would not share their mobile phone devices, while in other countries the figure stands at about 63%. With a mobile device you can rest assured that the right person will read your marketing message and not a secretary or personal assistant.
2. Mobile devices are always carried.
Here is something interesting, according to 2007 research by Morgan Stanley, 91% of mobile phone owners keep their phone devices within reach, 24 hours a day. Apparently, even in the bathroom. That means marketing messages will be read and acted upon immediately.
Your marketing campaign can begin to bear fruit within hours.
3. The phone is always on.
Think about it…
Do you ever turn off your mobile phone? In fact, most people rarely turn off their phones. There may be several reasons for this, but one of the main ones is the length of time it takes to boot up a phone. Most people get impatient if their phones take a few minutes to come on. With this being the case, phones are left on 24 hrs a day. For marketers, that means that you can reach anyone at anytime. However, as a word of caution, do not send advertising messages after 10:00pm. Most people do not appreciate being bothered in the late hours of the evening.
4. The payment system is easy.
With a cell phone there is no need for a credit card to make purchases online. Content downloads are paid for in advance, so you will never have bad credits or bouncing checks.
5. The mobile phone is a great tool for impulse purchases.
Since most people carry their mobile phones everywhere, all impulse marketing messages can be acted upon immediately. This impulse buying and the viral marketing implications that can be created are extremely great for any marketer.
6. Accurate audience tracking and measurements.
SMS messaging platforms allow the ability to track message traffic. The time of day, location of call, and other useful information can be tracked when users utilize this medium. The fact that mobile phones are rarely off means the SMS messages can either be read instantly. These SMS messages can have a link embedded that directs the user to a mobile website. This mobile site can have analytics that track its usage as well.
7. Mixes easily with social media platforms.
Many mobile devices can also be used to surf the net and social media sites like Facebook and Twitter greatly rely on mobile devices for traffic. Mobile devices make it easy for users to keep up with their friends and family using the social platforms and savvy marketers can use the social platforms to market their products.
There are many more reasons that mobile marketing is important to marketers, but the ones listed are some of the most important. Smart phones have greatly enhanced the marketing value of phones. Websites, text messages, and mobile sites are advancing in ways never before imagined. Marketers need to embrace this new paradigm and take advantage of the ability to reach potential customers anywhere anytime.