Unwilling to fall behind, Interactive marketers are changing strategies and focusing more on mobile marketing due to recent statistics on how mobile users interact with their mobile devices. According to the Mobile Marketing Association, marketing via text messaging is the most prevalent form of mobile marketing. Unlike email marketing, people usually check text messages right away as opposed to an email that may sit in an inbox for days if it even gets opened at all. Marketers don’t need to collect emails and incorporate elaborate graphics, which makes it easy for even the small business owner who might not be as tech-savvy to do.
All they need is up to 160 characters of regular text to get the job done. The marketer can be sure that the majority of their texts will be read. Text messaging has an open rate of 97% and gets 7 to 15 times the response rate of an email. This marketing strategy has a proven ROI of over 20%, higher than other forms of digital marketing. With the power to double local businesses, no other form of media can compete with this avenue.
We live in a text dominating society. It is embedded in our way of communicating, with the average American sending/receiving almost two times as many texts than phone calls. With 4 out of 5 teens carrying mobile devices and 130 billion texts sent out each month, marketers are recognizing the value of tapping into this very saturated and potentially lucrative environment.
What’s more is that a recent Comscore study shows that 25% of mobile phone users participate in between 1 and 10 SMS marketing programs monthly. Text message marketing for business use has been around for quite a few years now, and is popular at establishments like fast food spots, hip clothing stores, and the nightclub scene. This marketing method is gaining popularity in the corporate world, the retail division and virtually anywhere people are expected to have easy access to the mobile devices including airports and entertainment venues.
Each month it seems like a new group of mobile applications are coming out allowing consumers to check for nearby deals. The receive promotions and news to their phone from local businesses. These apps use a phone’s GPS to figure out where the consumer is and gives them instant info on what’s going on nearby. By promoting a drink special at the local coffee shop or notifying a window shopper of a sale, marketers can once again take advantage of the uniqueness of mobile marketing. Popular brands like Starbucks implemented their pay-by-phone tactic in 2010. Companies can incorporate real-time data such as whether forecasts and traffic alerts and scannable bar-coded coupons are being tested and used by companies such as 7-Eleven stores.
Whether it’s text marketing, utility based marketing or location based marketing, mobile devices pave the way for marketers to interact with consumers where they spend most of their time, and wherever they may be. Mobile marketing is on the rise and is proving to be the best-known method to obtain results.