If I were to devote an entire article today to misconceptions in the marketplace about mobile marketing, this would be a 10,000 word post that approximately zero people would read. Honestly, I would not blame them. I probably wouldn't read it either. But there is one misconception in particular that I'd like to address because it has been perpetuated by influential folks in a number of marketing circles, especially retail.Mullen comes right out and states that she is, “not a big fan – even if someone opts in.” Her concerns center around how text messages are a type of marketing that interrupts and can possibly build resentment among loyal customers.
Mullen is not incorrect in identifying the importance of taking extreme care when brands choose to communicate with their customers via mobile text message. Two customer and market truths, however, ease concerns over how disruptive SMS is.
First, dismissing the opt-in as important is a mistake. One of the things that text messaging is really good at is understanding who is in control in the ongoing contest between marketer and consumer. The consumer is in control. The demand side of the equation has all of the leverage over marketers, but marketing via text message – whether a coupon program, loyalty, or whatever the tactics – acknowledges and embraces the lack of marketer control for the good of the consumer.
Second, if the consumer is in control, the pressure is on marketers to develop programs and send content that matters to consumers, content that is truly valuable. This modern marketing truth is more crucial in the mobile channel than any other direct digital marketing channel, email included. Messages have to be highly disposable so that consumers that have no interest in the message can dismiss it without a thought, but those that are can act. Not every message sent will deliver 100 percent return, but crafting a message the right way, targeting it, and delivering it in a timely way, avoids list churn and deeply engages already loyal customers.
Mullen is right about some of the risks. But, the reward is extremely high. Marketers everywhere must understand that the risks, in this case, are not a deterrent. Mobile is an engaging form of communication, especially via text message. Marketers have tremendous opportunity here, and the time is right to jump in with both feet.
