I’m back after travels to Spain, Chicago, New Orleans, Atlanta, and Orlando. Throughout the trips, I came across many exciting mobile initiatives and am reminded how much I love the mobile industry. Everyday marketers are finding new ways to deepen the relationship with their customers through their mobile device and I feel fortunate to be a part of that. Unfortunately, the United States is still the laggard in maximizing mobile benefits.
Speaking specifically to SMS, a study from late 2009 shows that 37 percent of people say they would participate in a mobile customer loyalty program from a brand they trust. However, 83 percent say their favorite brand has not yet marketed to them via their mobile phone. This is changing in 2010. We have felt the increase in business since January 1. Brands who had no interest in mobile in 2009 now have interest in more than one tier of mobile marketing, such as tying both SMS and a mobile website into a campaign.
I bring this up to focus on one major point. As brands do gravitate towards a mobile interest, they face a steep learning curve. Even if they had never purchased a radio schedule or newspaper ad they could figure out the parameters, variables involved, and make a purchase fairly easily. But with mobile, all companies price differently, package differently, etc. and the industry still sits in a Wild West mentality of pricing and selling.
For this reason, we put our recent focus into publishing one whitepaper simply discussing how to price mobile.
For a marketer this will help them compare apples to apples and ensure they dodge the silly setup fees, maintenance fees, etc. that some mobile companies charge. If you’re a marketer who is interested in reading this whitepaper, please email me, as we are not posting it very many places but rather on a per request basis. My direct email is Dave@BallyhooMobile.com
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