The dream of every email marketer is mobile. It gives you the capability to link with people, successfully quickly, wherever they happen to be. According to Tomi Ahonen, a former Nokia executive, a common typical mobile phone user checks his phone 150 times a day and an average SMS read is in 4 minutes. The power and capability of mobile phone gadgets is constantly on the increase at an outstanding rate. Introduction of HTML in mobile phones now surpasses the most popular pc and web-based email solutions. Modern mobile phones have great quality displays, highly effective processor chips, high-speed Internet, built-in cameras, and GPS locations awareness.
Given all these eye-catching features, one would think that relationship marketers would have hopped right on mobile. Email to mobile phone gadgets, SMS to e-mail sign-ups, SMS/email substitute interaction sources, cadenced texting mixing email and SMS should be our standard and we should be attaining out into app texting, location-based texting, and mobile-social integration. The truth though is that most email promoters have hardly even started with SMS. Why is mobile promotion still such an undeserved aspect of the marketing mix?
It seems that it's not just the email promoters that are being affected by mobile. A latest research by mobile statistics company Flurry reveals that mobile promotion gets a small percentage of investing in comparison to its more recognized opponents. The organization's summary was that higher middle-class women are the key to this difference. I believe the response can be found in the incongruity at the heart of the "email, mobile, social, web" concept that is so commonly espoused in the email industry these days. The dilemma is that these four items, detailed sequentially, are neither a sensible development nor a set of like things.
Over so many years email over internet is a well established online channel. Though much has changed recently to the areas where email in particular is less well-utilized than it should be, they are mediums and they are well-understood as such. Social meanwhile is the new kid on the area. In many ways, little more than the newest bright progress of web-based alternatives. Still and all, social is being well-served. There are a variety of professional suppliers developing resources and alternatives to back up promoters and more media professionals providing advice than any one person can reasonably keep up with.
Mobile though is another monster entirely. The depth of abilities of cell cellphone gadgets and the variety of requirements to which entrepreneurs put their gadgets are both impressive and complicated. When a marketer talks of mobile promotion, they could be mentioning location-based alternatives, SMS, email on a mobile phone, applications, or mobile websites.
The issue with considering mobile is that you're considering mobile. I believe that, bottomline is why we battle so much with mobile. It features any disadvantages of a emails communication strategy (or absence thereof). We depend on only one term to sum up a variety of progressively innovative gadgets with multi-faceted uses in the ownership of individuals who are anticipating coherent and constant texting. All too often promotion techniques are single-faceted and ad hoc.
Nevertheless these difficulties, messaging to mobile is certain. Just as the forecast for mobile ad investing is 82 percent per year growth, I believe we'll see fast growth in messaging.
That indicates it's a chance to get ready. If you're going to do mobile it should be a aspect of your overall program, and of course that indicates having a strategy. Knowing your clients, both current and upcoming, when, how, and where they want to communicate with you is crucial. From this it becomes clear which areas of the communication lifecycle may be mobile, which must be mobile, and which should not be.
This ideal strategy also provides understanding into the concerns that occur concerning which media (web, email, SMS, applications, Facebook or myspace, Twitter, Foursquare, search engines, banner ads, locations, etc.) are appropriate and how to make sure they work together for best impact.
Developing a mobile communication program and strategy is time consuming and difficult but progressively important in the era of mobile phone gadgets.