Posted by: sClarke | 07/10/2009

The Double-Edged Sword of Marketing

What do you think of when you hear mobile marketing?  While I haven’t received much mobile marketing, I probably just jinxed myself, but I think of something that is extremely irritating and that you cannot escape because it’s on your phone, and just about everyone I know cannot live without their phone.  It’s a lifeline and in some cases, the only means of communication used.

cell_numbers Yes, mobile marketing has the potential to be efficient and extremely effective.  Mobile marketing offers companies a fast, efficient and highly cost effective promotion tool for reaching their target audience. It is immediate and engages the customers through direct subscription based ad campaigns.  Marketers also like mobile marketing because it is easily tracked and measured and it provides immediate delivery, understandable why they like it so much.  But how many of those marketers are thinking about the consumer?  Most of the marketers are probably thinking about how they can reach the most of amount of people for a minimal cost.  How much bang can they get for their buck?

santa

All of that is going to be irrelevant if consumers do not respond positively toward the ad.  With that in mind, why do mobile marketers send their messages to consumers who have not opted-in?!  This is quite possible the biggest mistake marketers could make.  There are a myriad of things that could go wrong.  The first being that the un-opted-in consumer may consider the brand featured in the text as incredible, therefore destroying all brand equity associated with that brand in that consumer’s mind.  So why do it?

mobile-advertising

Some marketers may not be able to avoid the annoyance factor.  They may not be creative enough to come up with something that will actually draw in opted-in consumers.  The 80/20 rule applies here.  Why not focus majority of the marketing on the 20% of consumers that make up 80% of the brand’s business, instead of bombarding potential consumers?

The Mobile Marketing Code of Ethics

Senators Seek Do-Not-Text List

Consumers Prefer Mobile Advertising with Incentives: Study

Thoughts?

Shannon

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