The big theme at this year’s Mobile World Congress staged in Barcelona, was mobile advertising; a fact proven by the number of firms who were promoting apps and mobile marketing. A recent BBC article shows how marketers are racing to embrace this latest channel, as big brands like Procter and Gamble and Unilever allocate substantial budgets to mobile campaigns.
According to Kerstin Trikalitis, the CEO of Out There Media, they have witnessed triple-digit growth rates in the previous 18 months and it appears to be a trend that is continuing this year. ”When an ad is targeted and it is valuable then consumers do like it. We are getting response rates of 20, 25%, which shows it’s working.”
Yet marketers still need to trend carefully. As with any marketing activity, the challenge for every marketer is always to ensure that their communications are relevant and targeted correctly. And with mobile marketing, this is particularly essential – since we carry our phones with us at all time, so SMS messages are entering our personal space.
Fortunately with our Echo application, targeting individual segments of customers with the precise contents is simple to do. You can even send a totally personalized message to every recipient in a campaign. This ensures that every SMS message seems more like efficient customer service than an advertisement.