Consumer marketers are naturally drawn to tactics that offer the greatest reach. Brand marketers, in particular, are reliant on distribution channels. As a result, the largest audience of possible buyers usually dictates where marketing dollars flow.
Yet a universal truth has emerged: The best return on investment (ROI) comes from targeted, personalized, and (often) one-to-one marketing methods. It’s been relatively easy to classify available marketing tactics according to how much reach or targeting is afforded by each, but mobile is different.
Communication between a brand and consumer via text messaging can be an effective way to engage, share offers, and send/receive alerts, but the ROI is difficult to measure, and little is learned about consumers (aside from their mobile phone numbers).
In this article from MarketingProfs, you’ll learn…
Why mobile marketing has a "one and done" reputation—and why it needn’t be that way
How mobile can be part of an ongoing channel for interfacing with customers
Why mobile can become integral to integrated, cross-channel marketing campaigns
To learn more about how to get the most out of your text messaging/SMS campaigns, you can read the article here.