Mobile marketing is the youth media channel of choice, Textlocal’s Mobile Customer Experience Report has revealed the rewards that marketers can achieve from SMS marketing.
Highly segmented data lists are to thank for open rates of over 99% and campaign results averaging over 30%. Data lists segmented by age, location, gender, previous campaign responses, customer loyalty, communication preferences and the number of personal likes and dislikes is both the cause and result of opt-in mobile marketing.
11% of businesses expect mobile to become the most effective marketing channel; mobile is viewed as an effective or soon-to-be effective channel by almost 50% of businesses today.
Capturing mobile data
Capturing mobile details has always been an after-thought; however the encouraging development in mobile marketing is now pushing businesses to actively address this lack of critical customer data.
Many businesses achieve data sharing through incentivised data exchanges where customers are encouraged to share their data by entering competitions or giveaways.
However, one third of businesses believe they are a trusted brand and therefore this is an incentive enough for customers to opt-in and accept their communications.
Businesses segment their databases depending on the campaign; the growing trend to deliver targeted campaigns has taught businesses to take advantage of segmentation techniques for all mobile marketing activities.
The first step for businesses is to capture the data to then be able to take advantage of the benefits that mobile marketing can bring. Businesses also need to understand the need to develop an opt-in database that continually updates each mobile customer’s profile.
MarketingFile holds various databases which include SMS mobile numbers that be used for marketing purposes.