People are making cell phones a part of their everyday lives.
86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)
39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group Oct 2008)
30% of all consumers were interested in receiving permission based mobile coupon services. (Juniper Research in MMA industry review May 2008)
While 18-35 year old demographic is by far the heaviest users of text messaging and Mobile Internet browsing, older demographic users are rapidly becoming heavy users:
Age 35 - 44: Average 236 text messages per month (more text messages than phone calls)
Age 45 - 54: Average 128 text messages per month (Average text message usage - Nielsen Mobile 2008)
Restaurant - On the Mobile Web The mobile screen is tiny compared to PC monitors, plus mobile users expect a different style of info and mobile-friendly navigation Live Demo: Text “ steak special” to 77950 Your mobile-friendly web pages http://www.restaurantexample.info Clicking the link in the text message will bring you to... Text messaging and mobile-friendly web pages work together to extend the effectiveness of your advertising
Steak Restaurant – On the Mobile Web Menu Item Photos Restaurant Info Navigation Menu
Optimized for Web and Mobile Search Web & Mobile Search Engines PC Landing Page Mobile Landing Page Even if you aren't actively conducting mobile marketing, people are trying to get to your web site via their mobile phones.
How Can I Use Text Message Alerts to Drive Traffic?
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Marketing Case Study “ These new forms of digital marketing via email and especially SMS have really impressed us out of the gate, and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising,” “We have been most surprised with the revenue generated from a simple 160-character text message with a sale offer. No doubt about it, this has been a game-changer for us,” Mr. Malouf continued. “With two simple SMS campaigns, we’ve generated over $100,000 in new business."
Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put on a four-day “secret sale” to be announced only by SMS and email messaging.
Result: SMS text recipients generated almost 8X more revenue per recipient than the email recipients
Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000
Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code
$500 Shopping Spree – With this campaign, the company also gathered demographic information on its customers, adding to the database of people who ultimately received the Secret Sale coupons.
Four-Day Secret Sale - Not enhanced by any other coinciding media announcements
34,743 permission-based messages sent out
6,000 SMS messages
Messages included digital coupons for furniture, accessories and mattresses
28,743 emails yielded $53,022 in revenues - $1.84 per email recipient
6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient
Mobile Marketing Watch 2007 Campaign tools provided by Mobile Storm