The press have forecast each and every year for the past 7 years that this is the year of mobile, and industry insiders have all hoped each year the journalists were right only to find another year of steady growth but far from a flood. In answering hundreds of inbound sales calls, these were the key factors business owners mentioned why they have not yet integrated mobile marketing. Do not let these points guide your response. Our readers are interested in your thoughts and experience.
#1 Do not know how or where to get started
#2 Cost prohibitive due to the variable cost of text
#3 Do not feel I could engage enough of my prospects/customers to make it worth my time and money
#4 To frazzled with all my other activities to attempt anything new.
#5 Not right for my customers. However, it has been a while since this point has come up. More often this has been replaced with why should I pay for a text messaging service when Facebook and Twitter offer it for free?
I know if readers take into consideration these points, their mobile marketing campaigns will be more successful. If helpful, I will reply to any comment with my experiences in working with all sorts of people from Fortune 1000 eCommerce managers to any number of crafty small business owners.
Still humming and hawing, this video may help you get off the fence and start testing mobile marketing to your businesses benefit?
Hi Steve,
Your 5 points certainly cover my five reasons
Another issue for some, which incorporates reasons #1 and #4, would be taking the time to learn and implement this form of marketing. There are so many forms of marketing available that a business owner/company can only handle a few at one time. When one method turns out to lack desired outcomes, then other methods are considered. Not so long ago, yellow page ads were the perfect form of advertising. Since the internet, websites are practically the first thing a business owner considers. Yellow page ads are now all but abandoned. Social media, email marketing, direct mail marketing, and mobile marketing are other considerations as a business grows. Preference also depends on the industry type, preferred marketing methods, comfort with new tech, the audience, and of course, money. So many factors to consider!
I am curious to know, what sort of businesses would not be well suited for mobile marketing? Also, because mobile marketing is ‘permission based’, which audiences tend to be less receptive to this form of marketing?
Thanks!
Kristen McLain
Hi Kristen,
All great points. The picture I used in the following post (http://mobilemarketinginstitute.com/meeting-your-expectations/) highlights the many channels both the marketer and consumer is confronted with. Each year more managers consider these emerging media techniques because as you rightly pointed out times have changed in which methods best engage customers.
Since mobile is a channel it can be applied in all businesses. However where I have been challenged was in the B2B environments where the business owner wanted to apply text messaging for marketing/lead generation purposes. One that comes immediately to mind was an accounting firm.
As I mentioned in my presentation, different demographics use their phones differently. For example the age groups between 13-44 make about 180-210 calls per month but SMS is 13-17 yrs old 3,700/mo, 18-24 is 1,700/mo, 25-34 is 750 texts/mo and 35-44 is 575. See what I mean? Feel free to email me if you would like me to send you statistics around mobile.
Again there is no end to business growth when a company can emotionally engage its customers. The problems begin when they cannot stand out.
Hey Steve, yep, you hit the nail on the head with these questions. Not only do I hear these same questions from people but I had them too (until you enlightened me with your presentation at the Local Marketing seminar). At least now I know who to refer people to
Talk to you soon,
Kesha
Hi Kesha, Thanks for you input and the vote of confidence. There are many factors holding back the industry but the list summarizes what’s in people heads. Steve