A “Recessionary” Look At Mobile Marketing’s Potential

Jim Shilale, the VP of business development for 2ergo, guides the sales outreach for 2ergo in the U.S. More than most, he is a man who understands how to help agencies and advertisers realize the value of mobile marketing.

Today, Mr. Shilale released an article addressing why advertisers should turn to mobile even during an economic slowdown. And as news emerges of faltering marketing firms on a daily basis, it’s crunch time for some advertisers to make a dent and capture the remaining consumer spending that still exists.

With the economy continuing its downward spiral, marketers, brand managers and their agencies are looking for ways to cut budgets for the remainder of 2008 and into 2009. Some industry pundits have brought to light the fact that technologies such as mobile, virtual worlds and widgets–often referred to as experimental media or emerging advertising technologies–will be hit hard by the downturn.

With more than 80% mobile phone penetration in the U.S. alone, brand marketers are finally beginning to recognize the true value that this so-called “experimental” medium delivers.

According to Mr. Shilale, “Some key things to keep in mind as you move forward in the development of a mobile campaign:

  • Combine the program with other media channels. Use television, print, direct mail, online and/or other media to prompt consumers to take action through their mobile phones. Whether you include an SMS keyword or a mobile URL, make sure that mobile elements are included in your traditional media channels to extend reach and allow instant interaction.
  • Make it simple and focus on the consumer experience. Mobile users expect instant gratification, and do not want to jump through hoops to get the information they need. Complicated processes, improperly formatted mobile sites and other roadblocks will frustrate consumers who will ultimately abandon the experience altogether, driving down response rates and ROI. Simplicity and utility are important things to keep in mind.
  • Offer an incentive or benefit for the consumer. Give them a reason to text for more information or log on to your mobile Web site. The best call-to-action includes an incentive or promise of relevant and timely information.”

“In summary,” Mr. Shilale adds, “mobile marketing is so much more than just banner ads and text messages, and it should not be the first thing to get cut in a tough economy. While some companies call mobile “experimental,” smart marketers are integrating mobile components within campaigns to extend their reach and increase efficacy.”