The pros and cons of mobile marketing

Mobile marketing has begun moving to the forefront of marketing methods, for many businesses. Business owners of all sorts of companies have begun to realize that value of being able to reach out and connect with their customers, through the use of their phones or other mobile devices. All indications are that this type of marketing is set to grow exponentially since the number of mobile phone users continues to increase around the world. Coupling this with the potential, for a large number of interactive marketing methods, and you find that mobile marketing could be the new frontier, for businesses to stay in touch with their customers.

However, it is important to understand that there are both advantages and disadvantages to this type of marketing. Business owners who are considering using this type of marketing would do well to understand each. The reality is that there may be hurdles that need to be overcome and obstacles to be dealt with, (especially because mobile marketing is in its early stages), before you can successfully integrate this type of marketing into your marketing plan. So before you make a decision, here are some of the pros and cons of mobile marketing-
Pros of mobile marketing-
- There are more and more users of phones and other handheld devices. The reasons for this are varied (most likely because it is easier and less expensive to get a phone), but some studies put the number of phone users, at double the number of computer users. This gives any business that is considering using mobile marketing great opportunity, for penetration of devices. This also offers easier access to international consumers who can afford to buy mobile phones but not a PC.
- Most people have their cell phone constantly with them. Unlike your computer (even your laptop), your phone is a portable and personal device, that most likely goes everywhere that you go. This means that a consumer if free to receive information, anywhere they are, at any time. The bottom line here is that businesses can better establish a relationship with their customers, which is the essence of effective marketing.
- This type of marketing, by its very nature is personal, interactive and generates a high response, from the customers who receive it. Studies show that text messages that are received on a phone or other handheld device are far more likely to be read, compared to any other type of message, including email.
- Consumers choose to receive this type of marketing. This means that when a business sends out a mobile marketing message, they know it is being received by someone who wants it. This makes mobile marketing far more effective and target market specific, then virtually any other form of marketing.
- Mobile marketing can help you to build a customer database. Since your customers must opt in to receive messages you are able to effectively store the information you need to contact them directly.
Cons of mobile marketing
- There is still a gap between the messaging capability and the technology that is available. This means that web searching and surfing can still be limited.
- You must be able to convince your customers to opt in. If you can't get your customers to opt in to receive your messages, your mobile marketing will soon fail.
- There is still a difficult tech crossover, for some messages, from the web to a mobile device. This could result in your message being displayed poorly on a phone or other handheld device.
- There is a variety of different carries, handsets with varying functionality and preloaded apps, that can me mobile messaging difficult.
- It can be difficult to measure the effectiveness of your mobile marketing.