With marketers in control, the most important trend that can develop in 2010 is for marketers to seek a single mobile marketing solution and service provider that is not only responsible for the execution of an SMS campaign or strategy, but also has the capacity to manage the database, develop mobile websites and landing pages, deliver personalized and relevant content, and use data from other direct digital marketing – and traditional marketing sources – to power triggered messaging. In short, marketers must seek the complete mobile marketing solution to achieve sustained engagement, success, through the channel.
Consider some of the issues currently plaguing mobile marketing.
According to a recent report, eight of every ten mobile phone users encounter at least one problem when trying to access content on the mobile Web. The inflated time consumers are forced to spend browsing and searching and dealing with problematic interfaces cuts down on touch points while leading toward general frustration and, eventually… attrition.
The same report also highlighted the value consumers place on personalized content – an even more important principle of modern marketing when using the mobile channel. Sixty-one percent of those surveyed claimed they would, “spend more time or money accessing” content on their mobile device if it were personalized. Another lost opportunity.
Then we have the mobile app craze that seems to be finding its way into every marketing meeting. The boss, and the boss’s boss, is enamored with this mobile app concept. The problem? Apps are gaining an improper perception in the market as effective mobile marketing. Instead, apps are simply targeted marketing for a specific audience. For more basis, read this commentary from the Chairman of the Mobile Marketing Association, Federico Pisani Massamormile, or study the demographic data in this white paper from our own Bryce Marshall. Both experts agree that SMS is the best method of effective mobile marketing.
Last, there is currently a lengthy time to market inherent in every mobile marketing endeavor because of the various demands from the carriers, who – to their credit – work hard to preserve the privacy of their subscribers.
A complete mobile marketing solution is able to address the issues that are beginning to pile up in mobile marketing from user experience problems while helping to shape the developing habits of the feature phone and smartphone user. In 2010, get informed, and be smart. Your customers will be grateful!