First there was “traditional media” – newspapers, magazines, billboards, radio and TV. Then there was “new media” which is categorized as digital/web-based. And now there is “mobile marketing,” advertising via cell/smart phones. Experts are saying that mobile marketing today is what online advertising was about 10 years ago.
Initially when you think of texting and cell phone usage, you might think this would be the best way to reach the younger demographics. And that is correct, but it’s also interesting to note that teens, as the early adopters, have taught their parents how to text.
In addition, here are a few interesting facts about the not-so-young demographic:
- The average text user is 38 years old, while 39% of 55-64 year olds actively text.
- Slightly more women text than men.
- The average mobile subscriber sent/received 357 texts/month compared to making/receiving 204 calls/month in April – June 2009. This trend is expected to continue.
- 33% of mobile subscribers have received a mobile ad, and 9% have responded.
Mobile marketing can be effective for a variety of reasons. It’s permission-based, which is important today with so many messages coming at us. That means your leads are qualified and targeted, yielding higher redemptions. It’s immediate and measurable, which again is vital in reaching out to your customers. You can view your responses based on month, week, even hour and quarter-hour. And it’s also interactive, yet personal, which means you’re engaging your audience. The average response rate is 10-20% compared to a direct mail average response rate of 1-3%. It’s also extremely flexible. There is no “production” and you can change your message or offer almost instantly.
If you’re interested in reaching out to your customers and clients through mobile marketing, please let Massey Communications know. We can put together a campaign to conduct research, promote special offers, increase brand awareness and more.
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