As a mobile marketing firm, we are often asked for our input on the participation levels expected for a marketing campaign. For good reason, marketers want reassurance that their marketing investment will pay off, delivering at least a minimally accepted response rate to a promotion.
In a mathematical way of speaking, the core of the question we use a variety of experiences, collected stats and case studies to answer is simply this… what x% response rate ABOVE ZERO are we likely to realize? Oh, and of course marketers would just absolutely love us if we could guarantee the result we predict.
What I find interesting is that the only question that ever seems to be considered is the response rate IF mobile marketing IS implemented or a marketing campaign IS launched. What is never considered, never questioned, and therefore never answered is the response rate realized IF mobile is NOT implemented, if the instantaneous response mechanism is NOT available for the target audience to engage the marketing message.
Well, I’m not only going to answer that question today, but I’m going to go on a limb and guarantee the results! You heard me right… I am willing, after many years of marketing experience and based on the many campaigns we have executed, to guarantee marketing results… that you absolutely will realize a 100% of your audience NOT texting in, NOT instantly engaging your ad using their mobile phone, NOT going to your mobile web site anytime and anywhere, IF mobile marketing is NOT included in your marketing strategy, tactics, and media buys.
We’ve seen that there’s rarely a good reason now for not including a mobile call to action within virtually every aspect of a long-term marketing strategy and short-term specific campaigns/promotions. Our society is comfortable with the promoted response mechanisms of a phone number and web site prominently displayed in most ads. We know that not every one is going to call the phone number, not every one is going to go to the web site, yet they are displayed anyway. Why? Well, we want to make sure the consumer is aware of the response options.
With over 55% of Americans using text messaging weekly and upwards to 45% using the mobile web, we are long past the point of it being an important and strategic move to include a mobile call to action in every ad as well. Why? Well, we want to make sure the consumer is aware of the response option… an option which has the benefit of being significantly better, in many ways, for both the marketer and the consumer to take advantage of.
If you are a marketer and are satisfied with the 100% response rate you are getting by NOT including mobile in your marketing mix, then please don’t contact us. But, if the opposite is true… if you are looking to realize an improved ROI with your limited marketing dollars, if you are struggling with the effectiveness of your current marketing efforts, if you feel the need to better engage your audience, if you want better results, increased sales, and decreased marketing costs… then please give us a call or click the link to our Contact Us form.
In full disclosure, we are not going to be able to guarantee, or even deliver a 100% positive response rate by including mobile marketing in your marketing efforts… but we can at least work hard to get considerably away from the 100% negative response rate to mobile that you are currently realizing in your marketing efforts!
Tags: direct response, response rates, stats