Mobile advertising was a big theme at the Mobile World Congress in Barcelona this year. This was demonstrated by the number exhibiting firms promoting mobile marketing and apps. A recent BBC report, reveals how the marketing industry is rushing to embrace this new channel with many big brands such as Procter & Gamble and Unilever putting large budgets behind mobile campaigns.
Kerstin Trikalitis, CEO of Out There Media states that they have seen triple-digit growth rates in the last 18 months and that this is a trend which is continuing through 2011. “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.”
However, there is a word of caution. With any type of marketing the challenge for marketers is to always ensure their messages are properly targeted and relevant. This is even more important with mobile marketing – most of us carry our phones around with us all the time, so messages are entering the customer’s personal space.
Fortunately this is easy to do within our Echo application. You can target individual customer segments with specific content, even giving every customer in a campaign a totally personalised message. This will ensures that your SMS message will look less like an advertisement and more like good customer service.
