The Uniqueness and Extreme Value of Mobile Marketing
Today, consumers are bombarded with an immense volume of marketing material. Ads show up whether they are on social media, email, web surfing, push notifications, traditional radio and Television. This happens even when they are doing passive things such as watching films or streaming music! So, what makes Mobile Marketing via SMS/MMS different? What differentiates this form of advertising from others in reaching a completely oversaturated consumer and even more importantly, how does this measure up against other advertising activities?
Mobile Marketing requires User Permission
Essentially, Mobile Marketing requires a user to proactively consent to your message. Each person effectively is required to subscribe or as the trade vernacular goes, "opt in" before you send them any first marketing message. Of consequence, this means that your target market is better categorized as a subscriber for your marketing message and they have indicated consent, more importantly interest in receiving messages from you.
Consent has been mandated by various governing bodies that regulate Mobile Marketing in the United States and we believe provides for the added benefit of having an audience reflecting more calls to action, click through, open rates, read rates and an overall higher quality engagement.
True Access
With a database of opted in cellphone numbers you have nearly unhindered communication with your subcribers. This is because at the time of this publication, most cell phone inboxes do not possess spam or content filters as other programs possess on platforms such as social media or email. This creates the net result that you will have the confidence to know that your recipient will indeed receive your message.
High Open Rates
Related to having True Access to your recipient, there are numerous studies that show text messages have an astoundingly high open rate. According to several studies that read rate is as high as 98%! Comparatively, text messaging therefore trumps every other form of communication be it robocalls, cold calling, mailers, email, social media and the like. The open rates for those mediums range from 60% at best to 1% at worst.
Instanteous Transmission and Delivery
Cellular messages are delivered on a very stable network of cell phone towers. Therefore Mobile Marketing messages are delivered to customers almost instantaneously, even when internet connectivity is not available.
More importantly, once a message is delivered, its recipients are far more likely to actually open and view the message. According to a survey by Frost & Sullivan, over 90% of Mobile Marketing messages are read within minutes! According to several studies, email is 22% and 12% read rates apply for posts on Social Media.
Additionally, SMS/MMS is a native feature to every modern mobile device even when the device is not a smartphone. Without any requisite signups or registrations your customer can be reached on a native communications platform.
Higher Adoption
Over 90% of adults in the United States have cellphones, while only 64% of adults have smartphones. As mentioned earlier, nearly all cellphones have texting technology built in, so almost all adults can be reached by text. A modern country like the United States still doesn't have reliable service for Internet Connectivey. Texts therefore factually reach more adults than any other communications platform.
Trackable Outcomes
Mobile Marketing additionaly provides you with a clearer picture as to the efficacy of your campaigns. Customer actions can be tracked throughout all stages of a Mobile Marketing campaign. Armed with more data, businesses can plan their marketing expenditures by evaluating carefully the fruitfulness and return on investment in every campaign.