My first question is why not? Read on and see for yourself, formulate your own opinion and leave a comment.
Are you one of the few marketers that knows mobile will be a big part of marketing to come and want to understand it as best you can now, so you will be prepared for it's arrival as a real medium..? I love you guys, early adopters, always ahead of the curve...
Are you one of the brave just now sticking a 'shaky toe' into the waters of mobile? Good for you, you are ahead of the curve and that will prove to be a good thing very quickly if you manage your program correctly. But I love you guys too. A shaky toe is better than sheer resistance.
By reading an article this morning about the latest mobile research... the study findings may surprise you quite a bit. First let's look at the stats for marketer's participating in mobile. Man, they are low.
I honestly thought the participation rates were higher, but I guess it goes to show you, you can still be in the early stages of mobile and reap all of it's benefits. Let's look at this next graph, this is exactly why people should be investing in, and investigating mobile marketing in general.
Please, don't think (even for a minute) that mobile is going to take away from your existing channels. The results were staggering of this independent study highlighted in the article I have referenced. People really do have preferred channel's of communication and it's just that some of them are now switching to text, and as the 20 & 30 somethings become 40 somethings they still know how to text and are open to it, especially with their busier lives. In other words, it's going to help stem customer attrition, attract new customers and give an additional choice for those new to you store or brand the opportunity to be texted w/ relevant information in other words retain new customers.
Think I might be skewing things a bit..? I know you are all members of the DMA...
Consumers who respond to mobile ads are most likely to engage with text messages, according to a survey of mobile users ages 15 and older in the US by the Direct Marketing Association (DMA). Seven out of 10 respondents to the DMA's "Mobile Marketing: Consumer Perspectives" study who had acted on mobile ads said that text messages for a product or service had prompted their actions.
