Big Summer


Mobile Marketing Undervalued by UK Brands

  • Why not share:
  • Social sharing button for Facebook
  • Social sharing button for Linkedin
  • Social sharing button for Twitter
  • Social sharing button for Googleplus
  • Social sharing button for Pinterest

Ronan Shields, mobile expert at New Media Age, wrote an excellent article last week about how major brands are missing out on the opportuinity that mobile marketing presents. The main thrust of the article was that media agencies are failing their clients by refusing to buy into the effeciveness of mobile marketing.

The argument was supported by some pretty compelling evidence. At a recent event, the IAB and DMA released research that suggested that over 50% of people would be happy to receive sms alerts from companies that they already had a relationship with.

The article then went on to identify a few of the barriers to entry for accessing millions of mobile users by SMS, such as the lack of opt in data available and the disjointed nature of the data owners. Ronan suggested that there might be a way for all of the networks to work together to form some kind of single point, where marketers could access targeted mobile data from one place.

While it’s an interesting idea, I think it totally misses the point. The reason why mobile markeing is so responsive is that we are not all sent endless promotional text alerts (I hesitate to use the word spam.) The crucial point is that consumers would be happy to receive sms alerts “from a brand they already have a relationship with”. Had the question been, “would you like to receive sms alerts from companies who have purchased your mobile number and would like to send you offers?” then I suspect the response would have been quite different.

The proliferation of mobile lists that are available for marketers to purchase, will cause enormous problems. Delivery and response rates will drop, spam filters will be introduced, blocking messages from anyone that is not in the mobile’s address book and the whole channel will be dogged with the same problems that email has.

Mobile marketing works. It won’t continue to work if we wreck it.

Related articles

  1. 5 Reasons Why You Can’t Afford To Ignore Mobile Marketing
    1. It’s the most responsive direct marketing channel available. Using bulk SMS as a way of communicating an offer to...
  2. Two Thirds of Brits Want to Receive More SMS Alerts
    A recent survey by Dialogue Communications found that a tiny 3% of people currently receive text alert reminders, while 83%...
  3. SMS Dominance to Continue
    The popularity of sms messaging will continue for the foreseeable future according to a new report. The report, released by...
  4. Save Cost and Time – A Hidden Benefit of Business SMS
    The company operates a large, non franchised car dealership, servicing and selling cars. When a car is serviced they used...
  5. Bathstore Opts For Text Marketer’s SMS Software
    UK’s largest bathroom retailer launches customer text service Bathstore has chosen Text Marketer’s SMS software to launch a new SMS...
  6. Text Marketer Appointed ByThe Scotsman Publication
    The famous Scotsman newspaper is using Text Marketer’s sms software to send out sms alerts to customers who have registered...
  7. How Not to Run a Text to Win Competition. By Coca-Cola.
    Sorry Coke. I know it has become the norm to have a pop at large consumer brands, but honestly, if...
  8. Don’t Let the Royal Mail Strikes Affect Your Customer Communications – Use SMS
    For many companies, the current mail strikes are an unwelcome distraction. As if generating a profit wasn’t hard enough already,...
  9. National Childbirth Trust Integrates with Text Marketer’s SMS Gateway
    NCT – the UK’s leading charity for parents, now communicates with its members by sending text alerts via the SMS...
  10. System Update – Upload your mobile numbers straight from Microsoft Excel
    The development team at Text Marketer have had a busy few months and the latest system improvement has now been...