Is this the Death of Mass Marketing as we know it?
New research from a GfK NOP survey commissioned by Pontis surveyed 2,000 over 55’s to understand how their media consumption patterns are changing. 78% of the 55+ age group are surprisingly not bothered by mobile advertising, much more than other age groups surveyed.
The results highlight however that the marketing offers they receive fail to capture their imagination. This is also true of the baby boomer generation with 75% of 45-54 year olds and 78% of 55-64 year olds viewing the offers they receive via mobile as irrelevant to them.
This provides evidence that the traditional mass marketing approach is not working. Consumers demand tailored mobile offerings and content, so it offers a major opportunity for those businesses who can harness vital information about consumer interests and behaviour and offer them relevant and personalised services to their mobile handsets.
Top 5 Tips to Successful Mobile Marketing
1. Have one clear goal and defined expectations from your marketing campaign.
2. Encourage the consumer to respond to compelling offers with information at minimal cost to both the consumer and you.
3. Integrate your mobile marketing campaign with other channels such as email and call centre responses. You can capitalise on your existing routes to market by integrating a mobile element with simply a keyword and shortcode combination.
4. ‘PUSH’ or ‘PULL’ campaign? Your first step into mobile marketing is to deploy SMS with ‘PULL’ meaning a customer or prospect is encouraged to text back to you. ‘PUSH’ is a more targeted approach, sending a specific message to a pre defined target audience of customers or prospects with an option to reply to a call to action.
5. Ensure you can get access to reporting showing a breakdown of responders by keyword, reply message, text, times, and dates. Viewing your campaign real-time through a web interface is the best option.
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