Third Screen Thursday: Strategy and Consistency with Mobile Marketing Pays Off!
STRATEGY AND CONSISTENCY WITH MOBILE MARKETING PAYS OFF
Mobile marketing takes time. It is not something a business can test for a month and say, “We gave it a shot, what’s next?” It takes time to grow a mobile database of your subscribers, time for acceptance to grow amongst your customers and you need a large enough list to measure ROI. At one month you are just beginning to grow your list with a steady flow and have only tested one or two text blasts.
With direct mail, you can send out 5,000 pieces and know within a week if your ad worked. Mobile marketing needs a large enough database and multiple text blasts to find that sweet spot of high redemption rates. You must test your mobile call to actions and allow time for your message to spread out across your social media, in store and integrated marketing platforms.
What takes so much time?
Acceptance Rate: Mobile marketing is still growing in acceptance and marketing penetration. There is a good chance that your customers are seeing a text message marketing campaign for the first time when you introduce it to them in your business. You must educate your customer to the benefits and the how-to for increased opt-ins.
Bear in mind: While this type of marketing will only appeal to a segment of your customer base, the portion that does opt-in will be an attractive demographic that responds in higher rates over customers on email lists or from direct mail. The smaller list and higher redemption rates will bring more profits then other forms of advertising. When instructions are clearly given and rewards are traded, an older customer is just as likely to participate as a college student.
How to speed up mobile marketing:
Promotion: You must promote mobile marketing to your customers and let them know you now offer text messages as a way to get limited time offers and specials to them in a more timely fashion. Also let your existing email, direct mail and social media databases know of this too. It may seem you are just moving people from one list to another and sales from one to another but remember: mobile marketing redemption rates and the customers who want mobile alerts are proven to spend more money and are more loyal then non opt-in customers.
Follow best practices: Directly offering reward for signing up to your text marketing list will drive opt-ins and future sales. Promote your list across all platforms aggressively and you will quickly see your list grow and be able to realize a high positive ROI much sooner.
If you do mobile marketing right you will enjoy high ROI and new customers rewarding you with business. Keep driving new opt-ins past the one month mark and commit a strategy to making this a success. If you have not been getting the results you want, step back, examine your strategy and methods to gaining opt-ins and restructure your program as necessary. We are also here to help you and are more than willing to develop a mobile marketing plan with you.
THIRD SCREEN THURSDAY IS BROUGHT TO YOU BY MOTO MESSAGE!
Contact Finger Candy Media for more information FingerCandy at Gmail dot com!