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Message from the Editor - Mobile Marketing

by Laura Nixon, Editor, RL Magazine, Reverse Logistics Association

Reverse Logistics Magazine, Edition 53

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Marketing is one of the most important things you can do as a business owner. A marketing strategy and targeted advertising audience are essential tools in the success of any business. In today’s busy world, businesses both large and small are finding more and more challenges when it comes to traditional marketing strategies. The traditional strategies such as paying for an ad in a local publication or the yellow pages do not produce the results they used to. These can also be quite expensive when compared to other up to date advertising campaigns.

The reason why this is happening is that we are in a rapid changing communication age. With the number of internet-ready cellphones expanding globally, the effects on marketing are tremendous and are taking the marketing challenges to a new level. This applies to both national and international businesses alike.

There are several technical requirements associated with completing a successful marketing program. These can include setting up a website, understanding social media, creating specific campaigns to promote the brand, and the ability to convert this ‘foot’ traffic into buyers. This in itself can be a daunting and time-consuming task. The problem is many business owners need to focus on actually running the business and do not have the time or the skillset required to create and manage an effective marketing program.

Mobile text marketing is a new marketing method that already has a tremendous impact on businesses. This type of marketing is unique in that it provides an opportunity to connect with consumers on a personal level. There is such great potential for a higher response rate in comparison to email. This reason alone should be enough for business owners to realize the importance of incorporating this into the overall marketing strategy.

There are several reasons for the high response rate in mobile text marketing. Consumers are attached to their mobile devices. When a text message is received, they almost never ignore it due to the alert features. There is also less of a chance for these messages to be lost or ignored among others. This tends to happen quite often with emails. The messages tend to be short and to the point. Internet access is not required to receive a text message and most users always have their cell phone readily available.

By sending a text message, you know it will be read and this in turn can increase business. With a cell phone in hand, the promotion is received. The least amount of effort has been exerted yet this can hold the greatest response. The upside to this marketing strategy is that it’s not just limited to one type of business.
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